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Jagran's real strength is its credibility: Jagran Digital's Sukirti Gupta

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Jagran's real strength is its credibility: Jagran Digital's Sukirti Gupta

Recently, was named the No. 1 education website in India as per the data report released by web analytics firm comScore for August 2013. Dainik Jagran’s digital arm has been actively spearheading the group’s various digital initiatives.

In conversation with exchange4media, Sukirti Gupta, CEO, Jagran Digital shares the group’s digital strategy, what readers want, ranking of websites and more…

Focus on core news
Our chief focus is on main, hardcore news. Our readers have some expectations from us, which our group has been trying to fulfill for the past several decades. The digital platform is an extension of that overall mission. Our teams jointly work on hard news, adding to inputs and filling in the gaps so that readers get a comprehensive and complete picture. We have the daily Dainik Jagran, Inext, Mid-Day, and Nai Duniya – our group’s flagship brands. The digital wing coordinates and works in tandem with other platforms to offer a user-friendly and credible content in an interesting manner. The result is there for all to see – the impressive growth of our digital platforms, the readership figures tell the story.

Questionable content adversely impact the credibility in the long run
Brands like Dainik Jagran are promoted on a high degree of credibility built over years of toil and a conscious effort not to succumb to popular pressure and demand for unreliable and questionable content. For us, brand credibility and brand identity are the most important parameters and objectives to work for.

Readers need useful and more interactive interface
As far as readers are concerned, they continuously need interesting, useful and more interactive content on a regular basis. The growing need for lifestyle and related subjects is to be met with adequate and satisfying content, and we are focused on meeting that need. Youth is our major asset and we take particular care to remain in tune with the changing times. Interests of our women readers are also reflected in the online contents. The engagements and the reading habits of online readers are vastly different and we ensure that those diverse needs are satisfactorily met through our Only My Health, and other similar ventures.

Ranking of grading is a tricky affair
Different websites have different parameters for grading their ranking, but that’s part of the game. No methodology can be claimed to be perfect. At present, there are no alternatives. Since mobile and other types of readers are not aggregated in the total digital count, one has reasons to be happy and satisfied for the moment.

Jagran leads, tops social pages has reached a landmark record, adding a new dimension to our operations. For Facebook, we have a different strategy. Along with news, we have viral posts, comments-generated posts and reader-engagement posts. We are particularly prompt in posting birthday compliments and photos of celebrities, which have helped us to break fresh grounds on Facebook, with 1.5 lakh like hits and a million talking about hits. This also is an eloquent testimony to our claim that we are not part of the paid Facebook strategy. It’s on the strength of sheer quality content that we are number one news with analysis and backed with interesting insights to engage the attention.


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