Well, they piloted it first in July last year, and Indiatimes* has quietly rolled out its personal health blog HealthMeUp. This is the third niche blog from the Indiatimes stable, following last years launch of Technoholik*, a tech blog, and luxury blog Luxpresso in October last year. Another property that might be in the works, which was live for a short period last year, is Digital BE*, the digital equivalent of the Economic Times advertising and marketing supplement ‘Brand Equity’.
Healthmeup features content on diet and fitness, workouts and weight loss, healthy living, recipes. There’s a clear focus on making the site visually appealing. They’ve attempted to improving discovery of content, by providing links to popular content by month, week and ‘all time’, and Editors’s Picks. There are expert Q&A, and polls. We also noticed that Sasha Gusain, from another health blog – HealthyLivingIndia – is writing for Healthmeup, so the two sites may not be competing. The site has a number of contributors. Apart from these two health blogs, I’m also aware of FitHo.in, another health blog, that has gone beyond content to offer customized wellness programs, and marketing health products and services for companies.
So, we have three new blogs so far from Indiatimes (apart from converting other properties like ZigWheels and iDiva into similar blog-like properties). It’s not quite the 10-15 planned in a six month period (which would have ended by the middle of last year), and a more measured approach being taken in the space. We’ve requested Indiatimes for a broader interaction on their approach to the blogging space, and how they view what sites like AOL are doing. Also keep in mind that the Times of India group had invested $4 million in a blog network called InstaMedia.
*Disclosure: Indiatimes is an advertiser with MediaNama
– Indiatimes is an advertiser with MediaNama
– MediaNama, as a digital publication, may have areas of overlap and/or competition with Technoh0lik and DigitalBE