Times Internet is bringing yet another online publication to India – this time it is Ad Age, a leading source of news, intelligence and conversation for the global marketing and media community.
This alliance with Ad Age is part of Times Local Partners (TLP), a business unit of Times Internet that partners with global digital companies across various publishing platforms to help them launch / grow in India.
Here are the various partnerships forged by Times Internet with Global publications and have launched their local editions.
- Business Insider
- IGN (Ziff Davis )
- Ask Men
- Gizmodo
- Lifehacker
- TechRadar
- Remodelista
- ReadWrite
- Pursuitst
Although the partnership with Ad Age has been announced, the local India specific edition seems to be still under construction as there was no mention of the url in the press release sent to us.
According to Times Internet, Ad Age India will integrate the authoritative status of this marquee publication with the rapidly growing and evolving Indian media and marketing ecosystem to create a vibrant platform for the industry. In addition to a comprehensive coverage of the strategic topics, insights, news, trends and ideas across the region; Ad Age India will work with thought leaders across the industry to deliver value to its readers.
In regards to the partnership with Ad Age, Puneet Singhvi, Business Head, Times Local Partners, said “We are very excited about bringing Ad Age to India. Ad Age has achieved an iconic status amongst the media and marketing community globally and we look forward creating a strong platform for the fraternity through Ad Age India. We are confident that Ad Age India will soon become a marketing communication brand to trust and the one that the industry follows. We also plan to roll out the regional versions of the highly revered Ad Age Lists soon. ”
Our Take
We have mentioned this earlier, and we are saying it again. While Times Internet is aggressively forging partnership, the localized content (for sites launched till now) is still not upto the market. If you have a look Indian editions of Gizmodo, or Lifehacker or others, they have very thin Indian content. Most of the articles are just rehash of their global counterparts (or sometimes exactly the same).
If the content is not going to be focused on Indian audience, launching “Indian editions” just does not make any sense!
Do let us know your thoughts!
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