A New Be­gin­ning

The DNPA is formed by Dainik Bhaskar, In­dia To­day Group, NDTV, Hin­dus­tan Times, In­dian Ex­press, Times of In­dia, Amar Ujala, Dainik Ja­gran, Ee­nadu and Malay­ala Manorama.

The Brand Reporter - - ADVERTISING - By News Bu­reau feed­back@afaqs.com

Ten of In­dia’s top news pub­lish­ers who col­lec­tively claim to serve 70 per cent of In­dia’s on­line au­di­ence have to­day an­nounced the for­ma­tion of their as­so­ci­a­tion, Dig­i­tal News Pub­lish­ers As­so­ci­a­tion (DNPA). The 10 found­ing mem­bers in­clude, Dainik Bhaskar, In­dia To­day Group, NDTV, Hin­dus­tan Times, In­dian Ex­press, Times of In­dia, Amar Ujala, Dainik Ja­gran, Ee­nadu and Malay­ala Manorama.

Ex­cerpts from the in­ter­ac­tion with the board:

So what’s DNPA’s views on plat­forms like so­cial, search, dis­play ads and video grab­bing the lion’s share of the dig­i­tal ad spends in In­dia?

One of the key things we de­fined in our char­ter is how to re­ally pro­mote the dig­i­tal ecosys­tem with re­spect to news pub­lish­ers. We will work to­gether to de­fine how to work with the part­ners and other bod­ies, and grow and fos­ter the ecosys­tem around this. All dig­i­tal pub­lish­ers com­ing to­gether is not only a sig­nal that we re­alise this, but as a body we are stronger to­gether. It will al­low us to cre­ate stan­dards and an en­vi­ron­ment to grow the ad pie, not only in our favour but also the larger ecosys­tem.

Ac­cord­ing to a re­port pub­lished by dig­i­tal agency Dentsu Aegis Net­work, of the to­tal `8,202 crore of dig­i­tal ad spends in In­dia, so­cial takes 28 per cent, while search and dis­play con­sti­tute 26 per cent and 21 per cent of the pie, re­spec­tively.

Is DNPA also plan­ning to put forth a sub­scrip­tion model along with mea­sure­ment pro­ce­dure for a pub­lisher’s dig­i­tal pres­ence?

The board main­tains that while the con­cept of sub­scrip­tion is unique to

each pub­lisher, DNPA might bring forth a mea­sure­ment process for pub­lish­ers in terms of ad vis­i­bil­ity, web­site traf­fic, etc.

The or­gan­i­sa­tion is com­mit­ted to pro­vid­ing the most cred­i­ble news in all lan­guages to the In­dian au­di­ence, to self-reg­u­la­tion and to pro­mot­ing the busi­ness and ed­i­to­rial in­ter­ests of all mem­bers.

The dig­i­tal space in In­dia is grow­ing ex­po­nen­tially and DNPA has been formed to find ways to co­op­er­ate in maximising the cur­rent and fu­ture po­ten­tial of the in­dus­try.

Dig­i­tal news pub­lish­ers do rely on plat­forms like so­cial me­dia and search for the web­site traf­fic. Does this place pub­lish­ers in a tight spot be­cause a tweak in the so­cial plat­form’s al­go­rithm can have high im­pact on the vis­i­bil­ity of the pub­lisher’s con­tent?

What we all have re­alised is that plat­forms and pub­lish­ers will co-ex­ist. But pub­lish­ers like us en­joy a high amount of brand eq­uity, which gets more di­rect traf­fic along with more re­peat user base. Its not some­thing that al­ways pops in your face. So­cial plat­forms are great places to ex­plore newer au­di­ences, and con­vert them into re­peat users.

Typ­i­cally for us, search will be a huge driver since it is a nat­u­ral course of news. But so­cial traf­fic does have a lot of volatil­ity be­cause Face­book has had changes, there are changes in al­go­rithms. But we have built our prod­ucts in­de­pen­dent of those plat­forms and the prod­ucts can stand on their own feet. ■

(All the ques­tions were di­rected at the board and in­clude an­swers from mul­ti­ple re­spon­dents from the board mem­bers. The re­sponses have been at­trib­uted to the 10 mem­ber board as a whole for sim­pli­fi­ca­tion.)

From L to R – Bharat Gupta (Ja­gran New Me­dia), Bobby Paul (Malay­ala Manorama), Puneet Gupt (The Times of In­dia), Prabhakar Singh (HT Dig­i­tal Steams Ltd), Su­parna Singh (NDTV), Kalli Purie (In­dia To­day Group), Durga Raghu­nath (The In­dian Ex­press), Pawan Agar­wal (Dainik Bhaskar Group), I.Venkat (Ee­nadu), Tan­may Ma­hesh­wari (Amar Ujala)

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