Top Story

e4m_logo.png

Home >> Digital >> Article

News Republic does not compete with branded news apps, it complements them: Shafi Saxena

13-May-2015
Font Size   16
Share
News Republic does not compete with branded news apps, it complements them: Shafi Saxena

News Republic a mobile and media publishing app has entered the Indian market. This innovative “born mobile” company has operations in the Americas and Europe and it recently launched in both Russia and China.

The app has launched in India last week and talking to exchange4media, Shafi Saxena, Chief Brand Officer, News Republic said, “We are so excited to be in India because our mission is to spark informed conversation and global conversation and issues that matter and we know no informed global communication can be complete without coming to India.”

On expectations from the Indian Market, Saxena said, “We will learn and grow together with the Indian market exponentially. India and News Republic were both born mobile. We don’t have the legacy of PCs. India and News Republic are in the same journey together. I think India being such a mobile first market and News Republic being a mobile first company, we will find synergies that News Republic can learn from and deploy in other parts of the world.”

 

Will it be easy to grow in a competitive market like India? And why would branded news apps would want to partner with News Republic? Saxena replies, “We live in a world where there is no shortage of content. There is too much content, not too little. Consumers are becoming hyper aware of the value of their mindshare. As mobile has shortened attention span, it has also increased appetite for news. More people are spending more time in consuming news than ever before in history of time. But they have ingrained an appetite for consuming news or content from a wide variety of sources.”

She further explains, “News Republic does not compete with branded mobile apps, it complements them. What we do through our interface is that we showcase partner content just as beautifully as presented in the partner website itself. We don’t scrape content, we don’t steal content and make sure the user experience is brilliant.”

What News Republic will allow their partners to do is have a two-way window with their readers and the world. So for Indian content partners for instance, it will be easy to be discovered outside of India.

She described how news consumption has changed over the years, talking about how news used to be consumed on newspapers, then PCs, tablets, phones and now wearables. What we are seeing in the mobile-first world is 70% of consumers around the world (as per their survey) go to mobile websites 7 times a day to get their news. Only 30% of people go to a television to get their news. Almost no one picks up a magazine anymore and print in most markets other than India is languishing, she said. “If you’re not participating in the mobile space, you’re not going to be reaching your audiences and certainly by partnering with news syndicators like News Republic branded news apps enhance the discoverability of their own great articles,” she added.

To know more watch the video here

Tags

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.