A strategic subscription model and user-focussed redesign were fundamental to the success of Prothom Alo’s transition to an e-paper.

The process has been marked by continuous innovation, user-centric redesigns, and strategic business decisions, digital product manager Hossain Al Farabi says in an INMA product and tech blog. He has overseen the Dhaka, Bangladesh, publisher’s platform transformation since 2021, efforts which have been recognised with prestigious awards in 2022 and 2023.

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

The subscription model was also 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.”

Hossain says Prothom Alo’s e-paper boasts a rich archive dating back to 2009 – which users can easily access – adding value and serving 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.”

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

In product management, an iterative development process saw continual refinement of the 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.”

Hossain says the major challenges included transitioning traditional print readers to the digital format. “Many readers missed the tactile experience of a printed newspaper, and to address this, we focussed on replicating the look and feel of the printed version in our e-paper, while adding digital enhancements that improved the overall reading experience.”

Initial payment hesitancy with the implementation of 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 include 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.”

The strategy on global reach 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.”

To further expand the digital subscription base, refinements to the subscription model will include 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.”

Hossain says 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.”

Building strategic partnerships with corporate entities and leveraging mobile apps can also 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,” he says.

The journey of Prothom Alo’s ePaper is testament to the power of innovation and user-centric design in the digital news industry. “Looking ahead, 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.

“We see Prothom Alo’s e-paper transformation 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.”