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The website of Business Today, a Living Media (India Today) group publication, has been relaunched; in its new avatar, B-T online is without…

The website of Business Today, a Living Media (India Today) group publication, has been relaunched; in its new avatar, B-T online is without a subscription wall that it’s earlier online version (a sample) was behind. The new site incorporates social bookmarking features (del.icio.us, Newsvine, Technorati), RSS feeds, and displays content related to stories. B-T also has an emagazine, though I don’t quite see the point: epapers and emagazines require too many clicks to access content, have too many pages with ads (like magazines). The podcast is disappointing – just an audio executive summary of the magazine.

B-T online does have blogs, but commenting isn’t open – the site unfortunately requires users to sign up to comment; that will inhibit interactivity, but allow B-T to keep a tab on users and comments. I don’t think the search has been sorted out yet – I searched for the term Tata from November 2000 to April 2001, and was shown content from 2007.

A very interesting addition to the content is corporate information including company profile, products, earnings releases, financial statements, charts, announcements — the works. There are also utility tools like calculators for risk, assets, tax, SIP, EMI, education plan, retirement plan etc. They appear to be taking on Moneycontrol. The website is being promoted via the print magazine, with “Web Exclusives” listed on page 6 of the mag (screencap). They’ve also introduced newsletters. The website appears to be updated daily. So does that mean content is being ported from the website to the magazine? We’ll try get some answers from India Today Group Digital.

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By Nikhil Pahwa

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  1. For God's Sake, will EVERY publication need to learn that people will not pay to read a magazine online! U.S, India, U.K,. It doesn't seem to matter. Everyone of them wastes time before throwing their web site open and earn money through advertising! Ruper Murdoch wants even the WSJ to drop subscriptions for online content and he's on to something! Instead of the 1 million paid (a large portion are paper subscribers that get free access anyway) subscribers he thinks WSJ will attract 10 to 15 million globally.

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