# The News Minute
 
The News Minute (TNM) is an independent media organization publishing news,
ground reportage, analysis, and expert opinion on a wide range of issues and
events. TNM is a diverse and inclusive women-led organization headquartered in
Bengaluru with journalists across all major south Indian cities. TNM is
primarily reader-funded, with subscriptions and support campaigns being the
mainstay of revenue.
 Sign in with Google One Tap on Web
## Impact and results
"Google One Tap has helped us tremendously grow our logged-in user base and to welcome them on their journey with us. For our readers, signing up on TNM has become a simple and seamless experience. We are able to engage with a far greater number of new people. The top of our funnel has increased dramatically, and is starting to have a positive impact on the number of subscriptions we are getting." Vignesh Vellore CEO
TNM saw an increase of 15% in subscriptions as a result of implementing Google One Tap. New User Sign Ups
- Sign ups increased by 833% in the first 90 days after implementing One Tap
- Average sign ups per day increased almost 9X
- Google One Tap now drives almost 100% of all new sign ups
Revenue Uplift
- Subscription revenue increased by 15% as a result of implementing One Tap (measured in the immediate 90 days following the One Tap implementation)
## Challenges and goals
Readers want a seamless and easy sign in experience when visiting TNM. The
original user flow was full of high friction steps, like requiring multiple
text fields to be completed and lengthy wait times for one-time passwords to
be sent, creating a cumbersome sign up experience.
Separately, TNM struggled to easily collect users' email addresses, which was
a primary method to communicate with users. TNM historically ran campaigns to
collect email addresses, which resulted in mediocre response rates.
## Implementation
TNM used a third-party development service to complete the Sign in with Google
button and Google One Tap implementations. The team was able to complete the
Google One Tap implementation in approximately one week and the button flow
implementation in two weeks.
## Solution and results
The main attraction of implementing Google One Tap was the simplicity - it
significantly reduced friction in the sign up flows, eliminated the need to use
a one-time password, and leveraged the industry leading brand of Google.
Another advantage was the familiarity of the solution - this was something
users do across the web and are comfortable doing, which led to significantly
fewer incomplete sign-ups.
With the ability to deliver more streamlined targeting, One Tap has enabled an
uplift in subscription revenue of approximately
15%, measured in the immediate 90 days following
the One Tap implementation. This was driven by an increase in new user
acquisition at the top of the funnel, resulting in a larger set of new users
who were shown new subscription appeals.
Comparing 90 days before and after implementing
One Tap, new user sign ups increased by 8X. This
directly increased subscription revenue and resulted in a significantly larger
audience to take on the subscriber journey.
 Sign in with Google One Tap on Web
 Sign in with Google One Tap on Android