Content aggregators can be both good and bad for the news media business model, as the Eenadu in Hyderabad, India, has found.
Speaking at INMA’s South Asia News Media Conference in New Delhi, Eenadu’s Director I Venkat said the effect of content aggregators depends on the strength of the newspaper. If your content is good and your traffic is good, then you don’t need them at all.
“But if you’re depending on different kinds of content to fill in, then you will require them.”
How does Eenadu work with content aggregators?
The company has not worked much with aggregators up to this point. “There have been a lot of them coming to us and talking to us. We are not against them, but we believe that the content we have itself is enough for us.”
When speaking of Eenadu’s plans for the future, Venkat says the reason that any reader comes to a news media company’s site is because of the content.
“As long as you are able to give good content which is required by the reader, only then they’ll come to you.”