India.com, the joint venture between the Zee group and Jay Penske’s Penske Media business, has tied up to launch Mashable in India. This is India.com’s second international partnership, having (somewhat) launched Bollyvod in partnership Voddler.
While one may ask why an online publication that isn’t restricted by physical boundaries needs to tie up to launch in a country, what this essentially means is that means that a version of Mashable will be delivered to Indian users that is unique to India, which will have India specific content and experience. For Mashable, it’s a flag on the global map without having to run the operations or, more importantly, the sales. For India.com, this is a great means of audience acquisition: the company adds another well known tech brand to its portfolio, along with BGR, and gets more unique visitors and pageviews to pitch to agencies. India.com currently claims 45 million users, and has properties including CricketCountry.com, BollywoodLife.com, TheHealthSite.com, Prepsure.com, BrownPaperBag.in, and India.com.
Mashable India will continue Mashable’s global expansion, which began last year with the opening of a UK office, while also adding reporters in Australia and building a strong network of global journalists. Approximately half of Mashable’s 42 million monthly unique visitors come from outside the U.S., with India being a top five market for the company.
There is precedence to this partnership in what Times Internet has done by partnering with a large number of International publishers, including Gizmodo, Lifehacker, Business Insider, HuffingtonPost India, Adage, ReadWrite, Remodelista, Techradar, IGN India, AskMen, Pursuitist, among others.
From the Times Internet partners, I haven’t seen India specific reportage worth my time (or on my timelines), apart from that at HuffingtonPost India. The homepage of Business Insider India, at the time of writing this story, is mostly feeds from Reuters and International coverage. As long as agencies are blindly buying uniques to make up the volume, who cares, right? We hope that changes, and there’s quality Indian content published online.
Secondly, while the press release positions Mashable as a tech site (it began with covering Social Media), there is much more to it now, as the screenshot of its homepage right now (published above), would suggest.
Disclosure: Times Internet is currently an advertiser with MediaNama. Some properties of India.com and Times Internet do content which might be seen as competition for MediaNama.