Newspaper Turn ‘Views-paper’ for Platform Sustainability: A Study of Market Driven Digital Evolution of Indian Print Media

Abstract

This study examines the digital transformation strategies and circulation trends of five leading Indian national newspapers- Dainik Jagran, The Times of India, Amar Ujala, Hindustan, and Hindustan Times- through an analysis of their website content, social media presence, and circulation data from the Audit Bureau of Circulations (ABC).
The objective of the study is to develop insights about the current Indian print media business and product offering strategies to sustain in the highly challenging digital environment of today. Using the concept of media economics and platformization theory as theoretical framework it explains the strategic transformation of Indian newspapers in the current digital era.
Data collected from May 2 to May 15, 2024, reveal how these newspapers have evolved from traditional print media into diversified media conglomerates leveraging digital platforms, innovative subscription models, and cross-media ownership to adapt to changing reader preferences and economic challenges posed by dwindling advertising revenue in the current digital era.
The adaptations reflect a strategic shift by Indian print media toward hybrid business models to ensure sustainability in a fragmented media landscape. Interestingly, the shift aligns with trends in western print media.
The study also compares pre- and post-pandemic circulation figures (2019 vs. 2023) to assess the impact of the COVID-19 pandemic on print readership. Findings indicate significant declines in print circulation- ranging from 22.9% to 64.6%, and robust digital expansion strategies of Indian print media post Covid-19.
The study contributes to the media management area of mass communication, which is a highly under-researched field in India.