Prothom Alo’s e paper overcomes challenges with strategic subscription model, user focused redesign

By Hossain Al Farabi

Digital Product Manager

Prothom Alo

Dhaka, Bangladesh

Connect

As the digital product manager at Prothom Alo, I have had the privilege of overseeing the transformation of our e-paper platform since 2021.

This journey has been marked by continuous innovation, user-centric redesigns, and strategic business decisions that have not only enhanced user experience but also significantly boosted our revenue. Our efforts have been recognised on a global scale, earning us two prestigious awards for our innovative subscription model and e-paper concept in 2022 and 2023.

The following shares key features and processes that have set our e-paper apart, the challenges we faced, and the future opportunities for e-paper businesses in Bangladesh.

Key innovations and unique features

User experience redesign

One of our core objectives was to redesign the e-paper to be more mobile-friendly, ensuring a flawless user experience.

We implemented a dual-view mode where readers can switch between a printed copy view and a text-based article view. This flexibility caters to different reading preferences and enhances accessibility. Users can save articles for offline reading and share them on social media, making the e-paper a versatile and interactive tool.

Strategic subscription model

Our subscription model was revamped to offer maximum freedom and value to the readers. We introduced tiered packages ranging from one month to a year, with discounts for longer commitments and multiple subscriptions.

This model also includes access to our popular magazines such as Kishor Alo, Biggan Chinta, Bornil, and Eid Songkha. By bundling these magazines with the e-paper, we created a comprehensive content platform that appeals to diverse audience segments.

Rich archive and additional content

Prothom Alo's e-paper boasts a rich archive dating back to 2009, which users can easily access. This feature not only adds value but also serves as a significant draw for researchers and avid readers.

The inclusion of our additional magazines within the e-paper platform has been a game-changer, allowing readers to enjoy a wide range of content without needing to switch platforms.

Analysing user behaviour and reshaping the model

Data-driven insights

Understanding our users has been pivotal in reshaping our subscription model. We conducted extensive user behaviour analysis, tracking subscription patterns and gathering feedback. This data-driven approach revealed a substantial demand for flexible subscription options and highlighted the importance of a seamless mobile experience.

Iterative development and user feedback

In product management, we adopted an iterative development process, continually refining our platform based on user feedback. Regular A/B testing helped us identify the most effective features and layouts, ensuring that each update was aligned with user preferences.

This iterative approach allowed us to stay agile and responsive to the evolving needs of our readers.

Challenges faced

Transition to digital

One of the primary challenges was transitioning our traditional print readers to the digital format. Many readers missed the tactile experience of a printed newspaper.

To address this, we focused on replicating the look and feel of the printed version in our e-paper, while adding digital enhancements that improved the overall reading experience.

Payment hesitancy

Another challenge was the initial hesitation among users to pay for digital content. Implementing a hard paywall required a delicate balance between offering free content and encouraging subscriptions.

Our freemium model, introduced in 2023, provided a solution by allowing users to experience the e-paper for free with ads, while offering premium features to subscribers.

Future opportunities

Optimising physical distribution in the digital space

Given the logistical challenges of physical newspaper distribution, especially to international readers, our future strategy will focus on optimising digital distribution to effectively replace and complement the physical copy.

By leveraging our e-paper platform, we aim to extend our reach globally, ensuring that Prothom Alo's high-quality journalism is accessible to readers worldwide without the constraints of physical delivery.

Enhancing global reach

Our strategy includes targeting Bangla-speaking audiences across the world, providing them with a seamless digital reading experience that mirrors the physical newspaper. By enhancing the accessibility and user experience of our e-paper, we can cater to expatriates and global readers who seek to stay connected with news from Bangladesh.

Expanding digital subscription base

To further this goal, we will continue to refine our subscription model, offering tailored packages that appeal to international readers. This will include flexible subscription options, access to archives, and bundled content that adds value to the digital subscription.

Enhancing user engagement

Future developments will also focus on enhancing digital engagement through personalised content recommendations, interactive features, and user-friendly interfaces. Integrating advanced analytics and machine learning algorithms will allow us to better understand reader preferences and deliver tailored content, ensuring a superior user experience.

Strategic partnerships

Building strategic partnerships with corporate entities and leveraging mobile apps can open new revenue streams and increase user reach. Our collaboration with local banks, for instance, demonstrated the potential of such partnerships in driving premium subscriptions.

Looking ahead

The journey of Prothom Alo's ePaper is a testament to the power of innovation and user-centric design in the digital news industry. By continuously analysing user behaviour, iterating on our product, and strategically expanding our offerings, we have set a new benchmark for digital subscriptions.

As we look to the future, the opportunities for growth Bangla content are immense, and we are committed to leading the way in delivering exceptional digital news experiences.

Prothom Alo's e-paper transformation serves as a blueprint for other publishers aiming to bridge the gap between traditional and digital media, ensuring sustainability and growth in an increasingly digital world.

YOU MUST BE A MEMBER TO ACCESS THIS CONTENT

Become An INMA Member or Log In

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

About Hossain Al Farabi

Hossain Al Farabi is a digital product manager at Prothom Alo in Dhaka, Bangladesh. Hossain can be reached at [email protected] or @talktofarabi.

Related Articles