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There’s an old saying, ‘if journalism has to survive, the reader must pay’. It becomes more relevant when the readers benefit from the information and insights they’re provided with.

Early last year, when the content marketing and native advertising industry was yet to unfold its full potential in India, we could foresee the need for a platform that keeps both the advertisers and media companies abreast with the developments.   

Though the brands were pumping money into digital, very few knew what content marketing was all about. Indian marketers wanted to ride the globally booming content bandwagon and develop the understanding of this emerging stream, which is often termed as future of marketing.

However, there was a lack of understanding in the way brands approached content — agencies treated the brief and content creators tried to integrate brands into content.

That’s when was launched with the idea to bring all stakeholders together on one platform and become a knowledge hub, contributing to the growth of the content ecosystem.

Within a year of its launch, has already become a pioneer in the industry with the average user time spent on an article around 5-6 minutes, which is almost three times more than the time spent per article on regular news websites.

The platform today not only provides readers with breaking news and inside articles on content marketing but is also educating stakeholders on the trends, both domestic and global.

With our videos garnering thousands of views, we have been able to turn ourselves into a multimedia-learning focused-platform.

However, the making of into a world-class knowledge platform required a humongous effort and a sustained investment pipeline. Especially, when one cannot tap the display advertising revenue stream as it goes against the very basic principles of content marketing and native advertising. 

 It has not been an easy journey and despite great challenges, we have been able to bring the content marketing initiatives of India’s advertising industry to the forefront.

 After a year of establishing ourselves as a credible platform, we have now decided to put the premium content on behind a paywall. The move will help us to push harder to produce better content and also the news and insight that media agencies, publishers, broadcasters, OTT platforms, independent content creators and advertisers can benefit from.

 The articles under Insight, Case Study and the Guest Column sections will be paid. However, the news section will be available to our registered members for free.

One can choose and pay for one article, take an annual subscription or pick a corporate plan for multiple users. The yearly subscription for a single user has been priced at Rs 2,900. Corporates can log in at Rs 2,500 each per user.

Today, all major publishers are getting 10 to 20% of their total digital revenues from content marketing. The medium makes most of the revenue chunk of independent video creators on YouTube. And it’s not only digital, content marketing is flourishing in print, TV and radio as well.

Under its new business model, promises its readers the most informative pieces on the expanding content marketing landscape.