Opinion | Consumers slow to adopt digital news paywalls

Ran Buck, senior vice-president of global revenue at the content discovery platform Taboola, loves India. He is especially fond of “masala chai” that Indian hotels offer. His connection with the country is five years old, when he started coming here for expanding Taboola. Although he first forged a partnership with Hindustan Times, owned by HT Media Ltd which also publishes Mint, Taboola now has 500 publishers on board. These comprise the digital news sites of both big and small newspapers, including those in regional languages. Earlier this month, it also signed up Zee Media Corp. Ltd, which has 15 digital properties. Taboola has launched a Taboola feed on digital brands of Zee (such as zeenews.com) which will enable audiences to access content, including articles, via vertical scrolling.