Sakal Media Group, established in 1932 and the dominant media powerhouse in Maharashtra, witnessed a daunting 30% plummet in ad revenues during 2018-2019. As the primary Marathi newspaper with its digital presence, E-Sakal, garnering 14M monthly visits, it was imperative to innovate. The urgency to transition into a regional digital subscription leader was evident. But several pivotal questions loomed:
- What content would captivate their audience?
- Which content types are their readers willing to pay for?
- How would they price their subscriptions?
Despite their drive for reader revenue, Sakal grappled with the intricate balance between content, audience, and pricing. Their initial research suggested their readers weren't subscription-ready, prompting an exploration into small payments.