Business Standard revamps BSMotoring.com

The revamp is aimed at empowering the site with exclusive content, so as to get more traffic and thereby, making it a standalone revenue earner

Business Standard has revamped the online version of its automobile magazine, BS Motoring. This is the first time that Business Standard has done major changes in BSMotoring.com, which has been in existence for the last 10 years.

Earlier, the site carried most of the content from its print counterpart. Now, however, BSMotoring.com will have more exclusive content, in addition to the content from the magazine.

“The site will have a special video section, where we will host videos shot by our editorial staff or supplied by the automobile manufacturers,” says Bijoy Kumar Y, founder editor of Business Standard Motoring. Videos related to test drives and the launch of vehicles will be made available.

Apart from videos, the site will also have blogs written by its editorial staff and a section called Quick Comparisons, which would compare two automobile brands.

The revamp is a result of change in Business Standard’s strategy -- it has now decided to take the online presence of BS Motoring more seriously and to build BSMotoring.com as a standalone revenue earner. The media company expects to earn 10 per cent of its total online revenue from BSMotoring.com.

“Earlier, the website was just an online existence of BS Motoring magazine and there was not much focus on its monetisation,” Arun Natesh, marketing head, Business Standard tells afaqs!.

He adds, “We will offer more advertising options to marketers through our revamped site.” For instance, advertisers can now sponsor a content section, or opt for video advertising as well, which was not available earlier.

The site has already got few advertisers onboard. Nokia is promoting its E75 mobile phone through a banner ad, while Cisco is also advertising on the site.

Business Standard is also using the Google AdSense program as part of the monetisation effort.