Business Standard puts its opinion section behind a paywall

As of June 2016, Business Standard has put a section of its online content behind a paywall and started a new distribution tie-up with The Wall Street Journal.

Speaking on the development, Shailendra Kalelkar, Business Head, Digital Business, Business Standard Limited said, “Ninety-five per cent of the website continues to be free. The offer is just for sections which are exclusive to the site. This includes op-ed and editorial sections. We believe that anything which is available freely all over the place will always be free. But anything that is exclusive, which involves extensive research, or intellect, we think readers don’t mind paying a price to access.”

The subscription offers access to content exclusive to the newspaper, features, opinions, and comment. With a “Business Standard Premium” package, priced at Rs. 149 per month, a user gains access to BS’s exclusive content. The user can also buy an add-on package of Rs 150 per month, along with the Premium Package to gain full access to Wall Street Journal’s website.

Explaining the distribution tie-up with WSJ, Kalelkar said, “WSJ is also behind a paywall, and we felt that if we are doing this, then it would be a great idea to align with a brand that is known for its global content. So the idea is that Business Standard will bring the best of great Indian content, and WSJ will bring in a global perspective. What the user gets as a result is a great combination and a greater perspective.”

Among Indian newspapers, Indian Express is expected to introduce a paywall for international subscribers by the end of this year. The Hindu’s epaper version can be accessed in India only by paid subscribers. E-versions of the Times Group’s seven newspapers are also available to international audiences who are paid subscribers.

While the jury is out on whether digital audiences in India are ready for pay-walls, Kalelkar is convinced that that consumer will not think twice before paying for content which places them at an advantage over others who do not. “Paying a nominal price for knowledge is not a great barrier, according to us. All people who see value for the content will be willing to pay,” he said.