Update: Speaking with MediaNama, Sukriti Gupta, CEO of MMI said that MMI focuses on online content related business for Jagran, and J9 is focused more on e-commerce businesses. MMI plans to launch mobile versions of Jagran properties in the next few months, and they’re targeting around 2-3 portals a year. The next vertical they’re targeting – education.
Gupta declined to comment on how much Jagran is investing in OnlyMyHealth, or when they’re targeting break-even, only that they’re “realistic about the online space in India”. MMI has a team of 42, and resources will be shared across portals.
In terms of monetization, Gupta said that they’ll look into all modes of monetization, and these are still early days, and they’re currently focused on stabilizing the platform: advertising could be be lead based, sponsor based or impression based. In terms of CPM (Cost Per Milli impressions), for niche verticals, rates are upwards of Rs. 200-300 CPM. The company is targeting advertisers from the pharmaceutical segment, medical tourism: the content is customized for that niche. They’re also open to syndicating content, since 80 percent of it is owned by the Jagran group. Subscription is not a part of the play for OnlyMyHealth, but could be for other verticals.
On implementing e-commerce (booking appointments with doctors), she said that they’re speaking with potential partners, and haven’t taken a call on whether to implement directly or with a partner? For driving usage, they plan to leverage the Jagran properties, both online and offline, including Mid-Day.
Earlier:MMI Online, the online division of Jagran Prakashan Ltd has launched a health portal OnlyMyHealth.com, reports Afaqs. A couple of things: the launch of this health portal reminds me of one from India Today Digital that was never officially launched, and has been left fallow – EatRightToday. Why does Dainik Jagran group have two digital companies: J9 Ventures runs Khojle.in, and jeetle.in, while MMI Online runs Jagran Junction and JagranShop.com
After Education, health appears to be the new “try-your-luck” segment for the online business – Webdunia launched a networking site for doctors called Jivisha. Other online health businesses include India Heartbeat, MedIndia, apart from Accel India funded Healthcare Magic. Another media company, NDTV, runs NDTVDoctor.com.
Content & Language
MMI has tied up with Harvard Medical School and National Institute of Health as content partners. The website offers information on medicine, diseases, lifestyle, yoga, alternative medicine therapies, parenting, pregnancy and kid’s health issues. The announcement of the launch appears to be premature, since, well, there’s a segment for Experts, but no content here.
Probably the most important part of the site, is a directory listing of doctors and Hospitals. What’s particularly interesting about the site is that it’s available in both English and Hindi, and the content being surfaced to users appears to be different for both Hindi and English users.
website We have created a website that introduces the world of health and lifestyle information supported by reliable content providers and timely relevance. While maintaining high credibility and in-depth information, our team strives hard to ensure your overall well-being.
We’ve requested MMI for more information on their business model, and their thoughts on monetization; we’ll update when we have more details. That they will operate on a CPM model appears to unusual, because then they’ll get into the arbitrage game of buying visitors using SEM, and selling them forward to advertisers. For a niche portal, that’s a fairly limited approach.