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Executive Report - By Thomas Baekdal - May 2020

Navigating a winner-take-all media market

One of the big questions that many have discussed over the past several years is whether there is a 'winner-take-all' effect in the media, and how that will affect our future.

This is a very interesting discussion, but it's also a very complicated one. Where we might see a winner in one area, we often also see increased levels of innovation in other areas.

So, let's really dive into this.

How does the winner-take-all effect impact the media, and what changes does it force us to make?

What is a winner-take-all?

First of all, when I say 'winner-take-all', what do you think that means?

Well, according to the dictionary, it's like this:

  1. (society) Of or pertaining to a contest, election, or other competition in which only the winner is rewarded and none of the losers get anything.
  2. (economics) Of a market in which a product or service that is only slightly better than its competitors gets a disproportionately large share of revenue.

This is certainly something that many people in the media will agree to. Many will say: "Yes, just look at Google and digital advertising!"

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What is Baekdal?

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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