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Digital media publishers Publishers whose journalism lives online and runs on software Search for a biryani recipe, and you land on a recipe website. While you read, ads load around the recipe, and a box asks you to sign up for a newsletter. That website is run by a publisher, and the way it earns depends on its software.

A publisher that lives online is a software company. Its journalism is read and paid for only if its software works:

The content management systemWriters and editors write, edit and publish stories in it. TrafficMost readers arrive from search engines and social feeds. So publishers shape each page to be found, which is called search engine optimisation, or SEO. AdsSoftware sells the ad space on each page, automatically, to many advertisers at once. (More on how that works in Market Segment 34.2, Publisher ad monetisation platforms (SSPs), in Industry Vertical 34, Adtech.) Subscriptions and newsletterswhich let a publisher earn from readers directly. Events and awardswhich earn from tickets and sponsors. An online publisher writes in its content management system, readers arrive from search engines and social feeds, and the page earns from ads, subscriptions and newsletters, and events.An online publisher writes in its content management system, readers arrive from search engines and social feeds, and the page earns from ads, subscriptions and newsletters, and events.

Targeting ads by the page, not the person. Ads used to follow each reader around the web, using data about who they were. Privacy rules and browser changes are ending that. So publishers now choose ads by what a page is about, such as a recipe or a car review. This is called contextual advertising.

Ads once followed each reader around the web; with contextual advertising, the ad is chosen by what the page is about.Ads once followed each reader around the web; with contextual advertising, the ad is chosen by what the page is about.

Newspapers going online. India's newspaper houses still sell printed papers, but readers and advertisers are moving online. Each has built a digital arm, which runs its websites and apps.

Publishers for one audience. Some publishers cover one industry, such as start-ups or data science. They earn from news, and also from the awards and conferences they run for that industry.

Every company named here has posted software engineering jobs in India. Famous companies that don't actively hire software engineers in India are left out.

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  • Online publishers and India's newspaper houses
 Online publishers and India's newspaper houses

Large online publishers

 People Inc.formerly Dotdash Meredith, with engineers in Bengaluru and Kolkata, publishes People, Allrecipes, Investopedia and dozens of other American magazines and websites. It builds D/Cipher, its system for choosing ads by what a page is about, rather than who is reading it. People Inc. has the most job postings in this Market Segment. Internet Brandswith engineers in Mumbai, owns WebMD, Medscape, and a network of specialist websites and forums. (More on WebMD in Market Segment 33.1, News and professional information providers.)

India's newspaper houses

 Bennett Coleman & Co. (The Times of India)with engineers in Delhi, is India's largest newspaper house. It publishes The Times of India and The Economic Times. Times Internetis its digital arm, which runs their websites and apps. It also owns Cricbuzz. (More on Cricbuzz in Market Segment 33.1, News and professional information providers.) Mid-Daywith engineers in Mumbai, is Mumbai's afternoon tabloid, in print and online.

Publishers for one audience

 ContactCenterWorldwith engineers in Bengaluru, runs the news, awards and conferences of the customer-care industry. YourStory Mediawith engineers in Bengaluru, covers India's start-ups, and runs the TechSparks conference. AIMAnalytics India Magazine, covers data science and AI.

HT Media, Indian Express and India Today are not covered in this Market Segment. Condé Nast and News Corp. run their own engineering centres in India. (More on them in the GCC collection.)

The reader who never arrives.

Online publishers were built on traffic from search. Now search engines answer with an AI summary of the page, and the reader may never visit it. Publishers are responding with subscriptions, newsletters, events, and deals to license their content to the companies that build AI models. Their software is being rebuilt around readers they know, rather than visitors they pay to attract.

 That is online publishing: publishers whose content management, traffic, ads and subscriptions all run on software. Global and Indian publishers both build that software here.
Who they hire

Who these companies hire, and for what, is on What news, publishing and social media companies hire for.
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