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“Give me advertisers and I promise you free content” December 26, 2007

Posted by Sharath Rao in india, media, technology.

Thats quoting Subash Chandra Bose. (who some believe is still alive.)

Anyway, this happened when I wasn’t watching. But all forgiven (!) – India Today, which to me is India’s best news magazine, is now available online for free !

Here is Sanjoy Narayan, Chief Operating Officer, India Today Group Digital.

…decided to change to a free access model for two reasons. The first says , “Our earlier subscription model found takers mainly among Indians living abroad or those who wanted information about India. Also, that was a time when Internet penetration was low and the user base was small. Now, with both of these increasing rapidly, particularly among the younger people, we want to tap this audience.”

The second reason is revenue. Online ad revenue is growing and the group feels as though they can attract an audience by keeping their readers engaged everyday instead of just periodically when their magazines are released.

Looks they are going the way of the NYTimes – generate revenue from advertising that comes from having a large readership than from subscription fees. I hate to call tipping-points but is this another statement about internet advertising in India ?

And yes, I will gobble anything that S. Prasannrajan writes, a favorite since the 90s.




1. rambhai - January 17, 2008

i think thats a wise move on thier part so that the content can be made much easier and cheaper~~~

2. Rosalyn - August 2, 2013

Pretty nice post. I just stumbled upon your blog and wished to say that I have really loved browsing your blog posts.
In any case I’ll be subscribing on your feed and I’m hoping you write once
more soon!

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