“Journalism will never be out of fashion…”

Nepali Times: When did you feel the need for a digital portal like Newslaundry, and how are you doing things differently?

Manisha Pande: Newslaundry started in 2012 to do exactly what our name suggests: take the media to the cleaners. The media holds everyone accountable — from politicians to bureaucrats to film stars — but who holds the media accountable? We wanted to turn the spotlight inward: expose propaganda, track corporate and political influence, unpack ownership patterns, and make the fourth pillar of democracy answerable.

Over time, we’ve grown into a platform known not just for media critique, but also for ground reportage and hard-hitting investigative journalism. What sets us apart is that we’re 100% ad-free: no Google ads, no corporate ads, no political funding. We’re fully powered by our subscribers, and I’m proud to say we’re the only truly successful subscription-driven news platform in India.

Does this mean that Newslaundry can now also be regarded as ‘mainstream’ media?

The idea of mainstream and alternate is perhaps redundant now in the age of the Internet. A small YouTube channel reporting on a district is mainstream for the people living there. But in terms of an important stop for credible information, perspective and context I think we’re right up there with what you’d call mainstream. But our ad-free model is as alternate as it gets. You won’t find that in legacy media.

How do you ensure that your voice is heard and taken seriously above the din of other social media platforms?

We stick to the fundamentals of good journalism: fairness, balance, rigour, and giving all sides a voice. But we use the tools of the digital age to deliver it. We speak the language of a newer audience without talking down to them or taking ourselves too seriously. We use podcasts, longform videos, even reels — formats that feel fresh but what we do essentially is rooted in old-school journalistic values. That’s what sets us apart from the noise and click-chasing chaos of social media.

The business model of mainstream media is in trouble, how have you adapted your engagement with readers in terms of content and revenue?

Yes it is and this is precisely why we have a model that has wholesale rejected advertisements. This means a lot of advocacy with our readers and listeners — telling them why it’s important to pay for news in a democracy. Everything we do is powered with the message that it’s possible to bring stories in public interest only when the public pays for news. Our motto is Pay To Keep News Free — and we’re constantly drilling that message. Like I just did here.

And you did it quite effectively. And how do you handle excessive and abusive trolling?

I think it’s pretty clear when someone engages with you in bad faith, I find it easy to ignore that. But I make sure I learn from criticism on the Internet that is genuinely engaging with our work, and there is plenty of that too. Ignore the abuse, but learn from your audience that wants you to do better — that’s how I keep it sane.

Is there still scope for journalists among all those content creators out there?

Yes absolutely. Journalism will never be out of fashion. Increasingly, there’s a hunger for information and context, and we are best poised to serve it.