Description
The business challenge for The Hindu was that the addressable market to convert into new readers was shrinking, because discerning readers - the core of The Hindu’s readership who paid a premium for the news - were becoming harder to find with the cultural devaluation of journalism. The Hindu were not going to lower their standards of journalism to adapt , because their 147-year legacy was built around the rigour and ethics that made journalism great. So the need of the hour was to build a platform that would differentiate The Hindu for high quality journalism, and would begin driving a culture where audiences were willing to question why subpar news was now the acceptable standard. The competitive reframing from taking on the news-category market leader, to taking on the cultural decline of journalism, helped create and recruit potential discerning readers.
