In 2008, the print edition of The Times of India — the world’s top-selling English newspaper — had a circulation totaling more than 4.5 million. But with the Great Recession and the rise of mobile news access, the paper was confronted with a downturn in profitability.
Facing the same challenges, many news outlets were shifting their focus to digital news and advertising. While The Times did not ignore the needs of its digital audience, it instead concentrated on the tradition of reading the daily paper on actual paper. The publication amplified its reliable home delivery and lowered its subscription prices to next to nothing. The strategy worked. Given the two-sided market — readers and advertisers — The Times was able to balance costs and revenues in a way that led to profit.
Read more about how the newspaper’s leadership team reached more readers in Darden Professor Rajkumar Venkatesan, Senior Researcher Gerry Yemen and Ross School of Business Professor S. Sriram’s article “The Times of India’s Business Strategy: Start the Presses,” in the Darden School of Business/Washington Post “Case in Point” series.