Business Today has gone live on Amazon Kindle from this month onwards. It’s a second Indian magazine after India Today to be online on Kindle. The monthly subscription rate has been fixed at $1.25, with a 14-day free trial period. Kindle is an electronic, paperless reading device made by Amazon.
Business Today is the first Indian business magazine to be available on Kindle and soon Money Today and Gadgets & Gizmos, too, will go live on Amazon Kindle.
Commenting on the initiative, Ashish Bagga, CEO, India Today Group, said, “Through this launch, we are targeting Indians overseas, executives and the audience on the move and early adopters of the device within India. It will also benefit the Indians travelling abroad to stay in touch with our magazines. Also, financial institutions, consultancy firms and all other organisations are looking at India with interest.”
When asked about the kind of investments that Group has done for the Kindle editions, Bagga stated, “The investment to produce this edition has been easier as we have been investing in digital delivery platforms for quite some time now. Since our existing systems and processes were in place, this is a logical extension.”
With the launch of Business Today on Kindle, it is now feasible for readers to have access to the magazine anytime, anywhere. Bagga believes that Kindle editions of the magazines would give readers the opportunity to read the magazine in over 100 countries. He commented, “It also gives readers seamless, wireless delivery without the use of computer or any other intermediary. And it will also provide access to past issues of the magazines, which will be a great advantage.”
These issues would also help India Today, according to Bagga as it extended the reach of the India Today Group brands into the new and emerging media and access methods. It also bolsters the brand and its availability to readers regardless of where they may choose to consume the content.
For the survival of magazines multiple evolutions are being envisaged and planned. Kindle is surely one of those platforms that will help magazines grow in future. India Today has been very conscious about its presence in digital domain over the last few years.