The once-thriving world of Urdu-language media in India is today a shadow of its former self. From icons like Qaumi Awaaz and Roznama Rashtriya Sahara to lesser-known weeklies, many publications that once gave voice to millions of Urdu speakers have either shut down or are struggling to stay afloat.
“Very few people are reading Urdu now. Our print circulation was 10,000 a few years ago and now it is 2,000,” said Hussain Shamsi, a former journalist with the Sahara Group.
Television channels in the language have struggled with low ratings, and online platforms remain underdeveloped. Even in Urdu-speaking households, it is not uncommon to find Hindi or English news channels dominating screens. Viewership has shifted toward digital formats in dominant languages, leaving Urdu media with limited audience metrics and fewer advertisers.
Within this collapse, though, there is an indicator of a roadmap for independent, community-run, and vernacular media outlets across South Asia.
Here are five key takeaways from the decline of Urdu journalism in India for how regional media can survive, or even thrive, in today’s challenging environment:
(1) Diversify revenue
One of the most common factors in the collapse of Urdu newspapers is the overreliance on government advertisements. “In the last 10 years, the government advertisements to the Urdu newspapers have declined a lot,” said Shamsi. “Even the rates have been slashed, which means whatever money does come in is not enough to cover costs.”
Laeeq Rizvi, former editor at Sahara Group, echoed the concern. “Only 5-10% of government ads are in regional languages,” he said. “When capital decreases, you can't offer decent salaries, and the skilled workforce goes to other language media.”
Without a robust advertising strategy, many Urdu publications have hiked cover prices to stay afloat. But this only worsened circulation.
“If the Urdu newspaper costs seven or eight rupees for 12 pages, and the Hindi or English paper is five rupees with double the content, buyers naturally drift away,” Shamsi explained. “The cost of transportation and lack of bulk advertisements force the publishers to recover the costs directly from sales.”
Lesson: Build multiple revenue streams. Membership models, community funding, branded content, or local sponsorships. Relying only on government patronage or a single advertiser base makes the outlet vulnerable to political and economic shifts.
(2) Adapt to digital – better late than never
For decades, Urdu-language journalism in India has hesitated to fully embrace the digital world. That reluctance is now proving fatal.
“The digital age really took off during COVID-19, when people stopped buying newspapers,” said Shamsi. “Some papers started putting out PDFs, some tried launching websites. But even the biggest Urdu newspaper websites are poorly managed compared to their Hindi or English counterparts.”
Rizvi, with over 35 years in print and television journalism, sees the digital lag as a missed opportunity. “Urdu newspapers didn’t upgrade to be searchable or reader-friendly online,” he said. “They publish e-papers but fail to optimize them.”
Outlets that have invested in digital have gained traction. BBC Urdu and Qaumi Awaaz TV, though operating with limited budgets, have strong web presences.
Arif Iqbal, editor of Urdu Book Review, recently launched an archive of 30 years of issues online. “We upload the latest issue after a month. Anyone can read it from anywhere in the world,” he said. “Online is the need of the hour.”
(3) Rethink print’s role
While digital is vital, some editors argue that print still holds value, especially in vernacular journalism.
Iqbal believes online-only outlets face credibility issues. “Until someone holds a newspaper or magazine, they don’t trust it. A purely online publication loses stature,” he said. That’s why many surviving publications are using a hybrid model. “We continue with both print and online editions. If someone misses the print copy, they can catch up online.”
Still, infrastructure for print is crumbling. “Even the offices and resources we had 30 years ago have not improved,” he said. “If it wasn’t for passion, we wouldn’t have survived this long.”
Shamsi agreed: “Circulation is low, and distribution networks have vanished. Even shops that used to sell newspapers now do other business.”
In a nutshell, for older and loyal readers, print still matters – but it must be backed by a sustainable distribution model. There is a need to reimagine print editions as premium products for subscribers or libraries, for example, while shifting mass engagement to digital.
(4) Prioritize community engagement
For Rizvi, the fall of Urdu-language journalism isn’t just a structural issue but a cultural one. “The Urdu-speaking population in India, especially in North India, does not translate into Urdu channel or newspaper viewership,” he observed.
He offered a sharp analogy: “If you have a weak plant in your home, do you throw it away? No, you water it, give it fertilizer. The same applies to Urdu journalism. The biggest problem is we expect support from the government, but we don’t invest in our own institutions.”
Stronger community ties are critical. Publishers should consider hosting local events such as book readings or panel discussions that reinforce their role as community hubs. WhatsApp or Telegram newsletters featuring hyper-local stories can drive engagement and ad-supported sponsorships. Membership programs offering premium content can raise both revenue and loyalty. Forging partnerships with schools, libraries and cultural organizations can extend reach into younger audiences and diaspora communities.
By treating readers as partners, inviting feedback, commissioning guest writers, and offering referral incentives, Urdu outlets can turn passive audiences into active stakeholders in their survival.
(5) Invest in professional development
Urdu journalism’s survival will depend on retaining talent, explained Rizvi. With lower wages, many Urdu outlets have resorted to hiring untrained reporters. “Those who wanted to work in Urdu switched to Hindi or English for better pay,” he said.
In contrast, publications like Urdu Book Review have held on to editorial quality through grit. “All our content is original and edited,” said Iqbal. “We send books to reviewers, edit the review, and only then publish. That’s how we’ve stayed credible.” This hasn’t been easy. “We have faced illness, financial crises, but never skipped an issue.”
Rizvi stressed the need for a professional network: “A publication should have its own reporters, exclusive stories and not just depend on agencies. It needs capital and good people to survive in today’s environment.”
Lesson: Invest in talent. Hire trained reporters, editors, and designers. Offer competitive pay, even if it means scaling down operations temporarily. A solid team is the foundation of good journalism.
Bonus: Experiment, or be left behind
For vernacular press to survive today it is important to experiment with formats – podcasts, video explainers, WhatsApp newsletters, and more. Even small steps toward innovation, including adopting some AI-powered tools, can change the game.
Some groups like Siasat have experimented with English content, YouTube channels, and hybrid models. Inquilab helped launch the now-successful Midday in English and Gujarati.
Shamsi agreed. “There’s a need for journalists to also think like businesspeople. If they can wear both hats, then Urdu journalism might still have a future.”
Urdu journalism in India is at a critical juncture. The language has deep cultural roots and a passionate audience, but without modernization, community support, and financial stability, the decline may continue. Surviving today means building “a platform with its own exclusive network, professionals and a wide reporting footprint so outlets can gather firsthand information,” Rizvi stressed.
Regional and vernacular media must reimagine how they connect with audiences, especially as traditional models break down. Innovation can no longer be an afterthought; it must be baked into the DNA of survival.
Photo by Beauty Of Pixels via Pexels.