By Varun Gupta, News Partnerships
Jagran New Media (JNM) owns and operates multiple sites across such verticals as news, education, health, and more. This includes Dainik Jagran, one of the largest daily newspapers in India, with nearly 4 million print subscribers. Other publications are i-next, for India’s younger generations and Mid-day, a weekly English tabloid with 31 region-specific editions. With over 90 million users coming to JNM publications each month, the company wanted to offer a better user experience on Facebook and reach new audiences by providing fast-loading articles that work in areas with limited mobile connections.
JNM turned to Instant Articles to achieve these goals starting in April 2016 for Jagran.com, the digital home of Dainik Jagran. In the next year, overall traffic increased around 3 times to nearly 13 million views a month, with Instant Articles accounting for more than half of that growth. They successfully tapped into new audiences, with 72% of all Instant Article readers being new to the publisher. In January 2017, the company brought on a 4th publication to Instant Articles. In 3 months, revenue from Instant Articles has grown more than 100%. “Instant Articles not only grew our readership into parts of the country where mobile connection is limited, but it helped create a new source of revenue for the company,” says Bharat Gupta, Chief Marketing Officer of JNM.
The primary goal for Jagran was to improve the user experience. Doing so would increase time spent, build greater loyalty, and attract new readers. The best way to achieve this was by implementing Instant Articles and exploit its full range of storytelling and native tools and levers. The seamless user experience and drastic reduction in load time helped the company not only improve the overall experience for its current readers, but grow its user base.
One way they improved the overall reading experience was by inserting more high-resolution media in its articles. The publisher was able to improve the overall quality of images, videos and slideshows and deliver a richer, more immersive media experience to readers without having to jeopardize load times. The publisher also used the native slideshow feature for both photos and videos. Overall, this improved the storytelling experience, increased view time on articles, and proved to be an engaging feature for readers.
* All numbers provided by Jagran New Media (JNM) and sourced from Google Analytics and Facebook
“The clean interface of IA along with rich media capabilities and quick load time is helping us to serve content to the new users on Facebook and engage them relevantly” — Bharat Gupta, Chief Marketing Officer of JNM