The Hindu Business Line : Reader's Digest plans Web-based model

Exploring the possibility of generating revenues through the Net, Reader's Digest is contemplating launching a Web-based model for its brand. RDA Inc, its parent company has already launched a subscription-based model of its magazine on the Web for the US market, the India Today Group-owned magazine is now considering going on the Web with its offerings.

Speaking to BusinessLine, Mr Ashutosh Bishnoi, Publishing Director, Reader's Digest, said: "The Web is a definitely an option for us since we already have a high number of subscribers buying through the payment gateways we have created on our site as well as through the e-mail based marketing initiatives on other sites. However, in India, it doesn't have to be the magazine, which we will launch on the Web. Instead it may be our other products such as languages and word power enhancement products which may be offered on the Web."

vernacular edition

Presently the magazine has a free to access site to drive subscription sales, which it might upgrade to offer more products, which could have a different product mix and customer base from its existing magazine.

Meanwhile, Reader's Digest is on the threshold of launching a vernacular edition but is yet to choose the language of the edition. "At the moment we are examining how we would like to take our vernacular edition forward. The dynamics of the media market has changed considerably today."

In fact, Reader's Digest did have a vernacular version (Sarvottam Digest) during the days the brand belonged to the Tatas and the brand lasted for nearly 15 years.

"Today the media market is more aggressive and there is already a big market for Hindi newspapers. We are currently doing research about how to pitch our vernacular brand and will be completely guided by the market forces," says Mr Bishnoi.