“Sixty lakh Indians read magazines' digital editions”

Vijayakumar Radhakrishnan, Co-Founder and CEO, Magzter says that smartphones are driving this growth of digital editions

e4m by Shanta Saikia and Abid Hasan
Updated: Nov 19, 2012 7:49 PM
“Sixty lakh Indians read magazines' digital editions”

With the proliferation of digital devices such as tablets and smartphones, the medium for accessing traditional media is seeing a shift. We are witnessing a growth in digital editions of magazines, which have so far thronged newsstands.

According to Vijayakumar Radhakrishnan, Co-Founder and CEO, Magzter, an estimated 60 lakh people in India use various platforms to read digital magazines. When compared to the Average Issue Readership (AIR) numbers, revealed in the Indian Readership Survey Q2 2012, this is a significant figure. As per the latest quarter numbers, six of the top 10 magazines in the country have seen decline in their AIR. In fact, Vanitha, the largest read magazine in India, has registered an AIR of 23.53 lakh in IRS Q2 2012.

Speaking to exchange4media, Radhakrishnan said, “The growth of smartphones is mainly driving the growth of digital editions in India.”

In a bid to drive growth further, Magzter is looking to tap tier II and tier III cities, given the rapid rise in use of digital devices. To cater to a wider reader base, the company offers digital editions of regional publications along with English language publications. Currently, digital editions of magazines in Punjabi, Bengali, Hindi, English and some other languages are available. While some of the content can be downloaded and read for free, the digital editions are available for a subscription fee.

In terms of promotion, Magzter is targeting mostly young readers through its social media page and is keeping the information interactive to encourage trials.

For the record, Magzter is a global digital self-service newsstand claiming to have over three million digital consumers using its store. Magzter enables publishers to offer digital editions of their titles. The company operates on a revenue share model with the publishers, and publishers do not need to invest any monies to go digital. As part of the standard offering to publishers, Magzter also creates Apple newsstand apps for all publishers.

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