“The marketing squad truly felt like an extension of our in-house team, accelerating circulation growth at an incredible pace.”
Times of India
Rohit Kulkarni
Head of Growth, Times of India
60%
MoM decrease in subscriber acquisition cost
78%
Increase in daily active readers
310%
Growth in local ad revenue
We helped Times of India generate $5M in new circulation revenue by enhancing distribution in Mumbai and launching reader-focused supplements.
Overview
Founded in 1838, Times of India is one of the oldest and most widely circulated English-language newspapers in the world. In a bid to expand its foothold in the competitive Mumbai market and beyond, Times of India introduced specialized supplements and targeted editorial strategies aimed at boosting readership engagement—both in print and online.
The Challenge
Expand readership in highly competitive urban regions
Introduce new supplements without diluting the core brand identity
Optimize distribution for faster delivery and reduced operational costs
Attract advertisers eager to reach niche audiences
Retain readers and convert them into recurring subscribers
Services
Growth Strategy & Market Analysis
Paid Media & SEM Campaigns
Content Strategy & SEO
Conversion Rate Optimization
Subscriber Lifecycle Marketing
UI/UX Consulting for Digital Edition
Distribution Network Optimization
Approach
Ensured each new supplement complemented Times of India’s established brand, retaining trust among loyal readers while attracting new demographics.
Deployed real-time analytics to track subscriber sign-ups, pageviews, and ad impressions—enabling quick data-driven pivots in content and campaigns.
Ran A/B tests on headlines, distribution channels, and targeted ad creatives to determine the most cost-effective acquisition methods.
Launched email and app notifications to keep readers engaged after they subscribed, boosting retention rates and encouraging multi-channel readership.
Created localized supplements highlighting Mumbai-specific news, cultural events, and community stories, increasing both relevance and advertiser interest.
Introduced loyalty perks (discounted event tickets, exclusive interviews) to sustain reader involvement and encourage word-of-mouth growth.
Results
By focusing on locally relevant supplements and multi-channel distribution, Times of India achieved $5M in additional revenue. Reader engagement soared, fueled by personalized email campaigns and a robust digital presence. This approach decreased subscriber acquisition cost by 60% month over month and sparked a 310% surge in local ad revenue, as advertisers quickly capitalized on Times of India’s newly engaged audience.
72%
Blended
ROAS
81%
CVR
1,053%
Paid
Social Revenue
Performance Visualized
Top Creative Performers
Squad
Queenie Leung
Sr. Growth Strategist
Isabel Bellino
Growth Strategist
Jared Glassman
Growth Marketing Manager
Sarah Murphy
Growth Marketing Manager
Marina Chilingaryan
Brand Strategist
Helena Yang
Creative Lead
Gianna Del Monte
Growth Strategist