The paper is distributed throughout the country by a string of sales agents appointed in all the dzongkhags, dungkhags and towns, while subscribers overseas are fed through mail service/e-mail.

Kinley Dorji, who graduated from Columbia University, New York with a master's degree in journalism, served as editor of Kuensel, and later as both editor-in-chief and managing director, between 1986 and 2009.

In 1992, a royal edict de-linked Kuensel from the government and made it an autonomous corporation to allow for the professional growth of the media.

It has grown to become the most popular site on Bhutan with daily news updates on the happenings in the kingdom and an equally active discussion forum.

Most of the reporters have basic training with The Straits Times of Singapore and the Asian College of Journalism in Chennai, India.

While radio has the widest reach in Bhutan and international cable television has become a staple in many Bhutanese homes, Kuensel is read by the literate population and decision-makers.

The website and publishing system was initially developed by Neil Herdegen, who was employed as the Webmaster of The Nation (Thailand).

Neil Herdegen visited Bhutan in 2001 and worked with the new Kuensel webmaster, Chencho Tshering, to develop and integrate a Content management system that allowed reporters to edit and publish stories online, enabling them to post stories from any remote location in the country.