How Jagran New Media charted a sustainable business through audience segmentation

2022-03-07. Bharat Gupta, CEO, Jagran New Media, India, joined WAN-IFRA’s recent World News Media Congress to talk about how the brand started a transformative journey of decoding audience behaviour three years ago and consequently based its product strategy on the same. 

by Neha Gupta | March 7, 2022

Building a sustainable media business has proven to be a major challenge for news publishers for years now. However, the mediascape has also witnessed publishers whose transformation efforts that were already bearing fruit were further accelerated by the COVID-19 pandemic.

Jagran New Media (JNM) is the digital wing of Jagran Prakashan Limited – one of India’s leading communications groups with properties spanning print, digital, OOH, radio and activations. JNM reaches about 112 million users per month. 

The brands together adopt an audience segmentation-based approach covering news, education, women, health, entertainment and fact check for their websites. 

Different audiences consume content differently. Jagran New Media’s strategy was to understand how they could spread the brand across varied audiences by trying to understand who they are, where they are coming from, what they consume, etc. 

During his presentation at Congress, Gupta said Jagran New Media’s core business proposition covers three goals, to:

Build scale: India has an internet penetration rate of about 55 percent. How does the company use platforms and technology to scale the audience in terms of discovery? How does it increase its advertiser base? And how does it amplify authoritative voices across the internet?
Drive impact: What is the impact of content and technology on a progressive society, on business environment, and on digital ecosystems?
Become sustainable: The sum of all effo...

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Neha Gupta

Multimedia Journalist

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