Battered by changing media consumption patterns, news media companies – especially legacy print organizations – are seeking alternative revenue sources – events, conferences, OOH, digital, branded content, packaging and even eCommerce. Content-to-commerce is another alternative revenue source revenue apparently gaining momentum based on our observations and expert insights at various media fora.
Content-to-commerce is a strategy where news media brands leverage their editorial credibility and transform expert storytelling into direct sales across lifestyle, tech, and beauty. By using and integrating shoppable articles and links, influencer collaborations, and curated reviews, audience trust—especially among Gen Z and millennials—is converted to commission on sales.
Leading publishers such as HT Media, the Times Group, Pinkvilla and Outlook monetize audience trust through commerce-focused content such as value-added textual explainers, video storytelling, or creator-driven engagement, while brands such as The Better India have expanded into their own D2C product lines.
At a recent Wan-Ifra discussion, Puneet Jain, CEO at HT Digital, explained how the company treats content-to-commerce as a serious alternative revenue stream. He believes most news publishers will have to follow that route to stay afloat. “The ad-first model alone may not be sustainable. That’s why content-to-commerce becomes urgent, not optional,” Jain said.
According to Jain, content-to-commerce rests on three pillars: building trust through specialized, contextual content; targeting high-intent audiences who are ready to buy; and, driving real transactions directly on owned or partner platforms.
He said HT Media, prioritizes three key eCommerce verticals—auto (HT Auto), shopping and lifestyle (HT Tech, HT Shop Now), and personal finance (Mint Money). It uses a three-step process – assess audience and market size, evaluate digital penetration, and finally, define content’s role in influencing purchase decisions. “During the last festive quarter of 2025, the company facilitated transactions worth about Rs 100 crore [US$10.9 million],” Jain noted.
Similarly, at a couple of media summits that we attended, several media house representatives strongly advocated the content-to-commerce model to bolster the currently shaky and unreliable ad-driven finances.
At one such event, Udit Jain, vice president of digital strategy and growth for Outlook, spoke about the company’s journey in building a rising content-to-commerce business, relying on partnerships and a revenue share model and keeping in mind big events such as Amazon Prime Day and the Great Indian Festival.
Outlook’s strategy centers on adding value by guiding customers through product evaluations and purchase decisions aimed at providing meaningful value. “The Indian market is very value-conscious. Everyone out there is looking for value when they’re buying products and services,” Jain says, adding that Outlook zeroes in on customers who have an intent to purchase specific products.
Known for legacy print and digital news magazines such as Outlook in English and Hindi, Outlook Business, Outlook Money, and Outlook Traveller – the group publishes content pieces targeting kitchen and dining, appliances, and laptops – all high-revenue categories. In 2023, the first year of venturing into this segment with minimal investment, Outlook generated Rs 78 lakh in revenue.
Similarly, Times Internet is actively monetizing commerce-led content across its diverse digital portfolio. Platforms such as MensXP and iDiva have successfully transitioned into lifestyle product sales, by creating niche content that directly triggers buying behavior.
New-age content and media platforms have also jumped into the content-commerce bandwagon. The primary driver for this thrust is that content, unlike ads, generates discovery and engagement long after it is published.
Even non-news brands prefer content
This factor has also encouraged eCommerce platforms such as Amazon and Flipkart to prefer content in place of traditional ads to drive sales, by either buying media platforms to create their in-house content system or tying up with them—creating a direct loop from inspiration to purchase.
Pinkvilla—an entertainment and beauty content platform—focuses on Bollywood trends, fashion, and lifestyle to drive traffic to eCommerce platforms. Pinkvilla was acquired by Flipkart for this very purpose.
Likewise, The Better India – which features stories and news of impact-driven startups, nature and travel storytellers, or the reviving of local food traditions — has ‘The Better Home,’ a cleaning product line, utilizing its content credibility for direct-to-consumer (D2C) sales.
While it is difficult to speculate or estimate to what extent traditional news media houses can depend on this direct approach to revenue, one might say that the more revenue streams, the merrier.
With print ad revenue showing marginal growth and circulation flattening or falling, and digital news and broadcast media showing signs of fatigue, there are very few alternative revenue streams left for legacy media houses if they want to survive the downward spiral.
