Times Internet to bring Indian edition of Askmen, key competitor of its own men's lifestyle portal Mensxp

9 Oct, 2013

MensXPTimes Internet Ltd (TIL) has entered into a strategic partnership with Ziff Davis, Inc to bring Indian editions of its gaming portal IGN and men's lifestyle portal Askmen. This comes amidst a string of such partnerships struck by the digital media business of the country's largest media house Bennett Coleman & Co Ltd which runs Times Group.

What's interesting about the latest partnership is that Askmen happens to be a key competitor for TIL-owned men's lifestyle content portal Mensxp.com.

Talking to Techcircle.in, Satyan Gajwani, CEO, TIL, said the idea is to take advantage of the popularity of both sites in India. "Both of these sites have half a million users each in India. By bringing them under the same brand, we will have over 1 million users. We will practically own the men's lifestyle segment. Also, it's more reach for the advertisers," he said. He said that over time the two will be positioned differently.

Ziff Davis Inc is an all-digital media company specialising in the technology, games and men's lifestyle markets. The other portal that will come to India post this partnership, IGN.com is a website dedicated to video games and pop culture, including comics, film and TV. It claims to be reaching 50 million unique users globally.

"By teaming up with local publishing experts in their markets, Ziff Davis continues to grow the influence of our brands, and allow marketers to deliver global advertising campaigns with local relevance and engagement," said Vivek Shah, CEO, Ziff Davis.

Earlier this year, TIL announced its partnership with Gawker Media, a US-based media company to bring Gizmodo.com and Lifehacker.com, Gawker Media's technology sites to India. It also inked deal with Business Insider to manage and drive the Indian edition of lifestyle and business news portal.

(Edited by Joby Puthuparampil Johnson)