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Executive Report - By Thomas Baekdal - July 2015

Future of Books Is Not As Interesting As The Future Of Storytelling

Back in 2012, I wrote a series of articles called "RESET" that looked at the transformative changes that we were about to happen between 2012 and 2015. One was about the changes in the media landscape, another was about the changes for brand agencies (and marketing in general), and yet another was about the new world of digital book publishing.

I wrote more articles about ebooks and the new exciting formats back in 2013, but mostly I have been focusing on the trends in the newspaper and marketing markets, both of which I have covered extensively in many Plus reports over the years, along with my other primary focus area, which is the future of analytics.

We have now reached the middle of 2015, which means it's time to revisit the book industry, and talk about about why it hasn't been revolutionized in the same way...yet.

So much friction, so few players, and so many mixed signals

One of the really big problems when it comes to discussing the trend around the future of books is that, like with the newspaper industry, most of the studies only look at the old market. Another related problem is that media in general now exist across formats, but most studies are based on just one of them.

A simple example is when a newspaper study comes out looking at "where people read news". The first question you should ask is, "what is news?"

If you define news in the traditional sense, as in the narrow type of stories you normally associate with a traditional newspaper, stories about crime, politics and terror bombings in the middle east. You will get a result that shows a split between social channels, and people seeking that information on newspaper websites. But that is only one type of news.

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Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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