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Indian Express launches a new health vertical, with a focus on distributed strategy

The Indian Express Digital launched Lifealth.com, a health and lifestyle vertical, to its existing digital portfolio Tuesday. The website is available in English and Hindi, and hosts content around lifestyle, health, pregnancy, parenting, relationships and spirituality. The website is an infinite scroll and currently features no advertisements. Lifealth is the fifth digital vertical launched by the Indian Express Digital in the past seven months. In July 2016, the company spun off its food column into a separate website. In October 2016, the company launched InUth, targeting Indian millennials, with curated, multi-format content. These were followed by Techook, a gadget reviews website, and iemalayalam, a Malayalam news website, in January this year. On launching separate verticals Speaking to MediaNama, Sandeep Amar, CEO of Indian Express Digital said: "Audiences have a clear demand for certain kind of content. With the socio-economic growth in the past 15-years, people are now looking for far more specific information around health, auto, travel, gadgets, and lifestyle, and only separate verticals can service such diverse needs. There is a big demand for content around these topics, especially, in the vernaculars." While scale remains paramount to digital publishers in India and across the world, Indian Express Digital is trying tested waters with the launch of separate verticals. This follows a historic trajectory of news publishers and broadcasters who brought out separate and more focused supplements to attract ads. However, Amar cautioned against such a line of thought applying to digital. "Verticals splitting out of a print publication is different. I believe…

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