It’s a question that is not difficult to answer. At every seminar I do, participants will ask: what does it take to produce content that people will pay for?

The answer is easy and always the same: good content.

I always add: essential content that people need.

And now, in India, proof of this is there for everyone to see. Especially in India, where I have heard so many publishers tell me over the years that readers would not pay for content, period, this is nothing short of a miracle.

Go here for the complete story.

What is different about The Ken, the two-year-old news site?

Well, for starters, the site only delivers one story per day, but, of course, it is an in-depth story with analysis and interpretation. The Ken announced that it has raised $1.5 million in an investment round led by Omidyar Network, a philanthropic investment firm. The publication’s founders also report that its revenues are up 100 percent over the last quarter. The Ken’s subscriber base has grown mostly by word-of-mouth. A highlight from the article:

“Why do our subscribers pay us a premium (an annual subscription to The Ken costs as much as subscribing to two of India’s leading business newspapers, The Economic Times and Mint) for fewer stories?” writes co-founder Rohin Dharmakumar. “I’ve had enough conversations and email exchanges with hundreds of them to know the answer — because they value depth, analysis and an informed point of view over mere quantity.”

The Ken’s publishing is simple – they publish just one story every week day. So, there is probably that element of exclusivity and highly curated content attached to the stories. Plus, the audience does not feel bombarded by dozens of headlines at a time. Something to think about.

Finally, The Ken team writes this along the same lines:

That is why they value The Ken for not overwhelming them with breathless me-too coverage of daily news, but instead taking time to report, analyze and narrate the most significant stories from Indian business.