Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Executive Report - By Thomas Baekdal - October 2018

Why Don't Print Readers Show Up In Digital?

Over the past two weeks, there has been a somewhat lively debate on 'media Twitter' centered around a graph from The Independent, illustrating what happened when they stopped publishing in print and instead focused entirely on digital.

As you can see below, when they stopped printing, the very valuable print audience seemed to simply evaporate with no noticeable uptick in digital. And because of this, this graph has become the example that everyone now points to when they want to illustrate that digital consumption is shallow and worthless, while print was awesome.

Well... in this 37-page article, I'm going to challenge the way you think about this. I'm going to illustrate what likely happened to all these print readers and where they went. I'm going to debunk this perceived value of a print audience. I'm going to challenge the way you think about Facebook's role in this.

But most of all, I'm going to show you what the real problem is. Because, while this graph looks bad, the real problem is even worse. And it's time that we did something about it.

We are not in Kansas anymore

The first thing we need to look at is the misconception that a digital audience don't spend any time on anything. This is largely not the case. In fact, people today spend far more time on media than ever before, but the way people spend this time is entirely different.

Let me illustrate this:

Let's take a standard day, like this: People sleep, eat breakfast, go to work, come home, have dinner, and spend the rest of the evening watching TV.

Now let's dramatically generalize how people consume media. So, in the print world, people would skim over the newspaper during breakfast, and they would also have another 'newspaper moment' after work, within the period before the evening's TV shows were to start.

This 37 page report is exclusive for subscribers. (login)

Subscribe now to get full access to this Baekdal/Executive report

This Baekdal/Executive article can only accessed bysubscribing to Baekdal/Executive (which also gives you full access to our full archieve of executive reports)

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.

Baekdal comes in three tiers:


Free weekly newsletters for media professionals, focusing on news, trends, and quick insights.


Weekly media insights and analysis for journalists, editors, and business managers, helping you focus and optimize your newsroom and audience engagement.


In-depth media reports for editors-in-chief, executives, and other decision makers, helping you understand the future of media, trends, patterns, monetization, data, and strategies.


The Baekdal/Basic Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

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


—   trends   —


The trend and future outlook for "brand+publisher", and how to make that work


How scared should we be of AIs taking our jobs?


What is the role of print in 2023?


Advertising ... 10 years from now


Advertising will always be a struggle unless we think like brands


The trends currently favor media innovation