“Networking Strategy”, Business and Media Content Strategy of Print Media Industry in Digital Era (Case Study of Kompas Gramedia Media)

DOI

10.2991/agc-18.2019.3How to use a DOI?

Keywords

content, digital media, business strategy

Abstract

The widespread use of digital technology has affected the print media business landscape in Indonesia. As a result, newspapers or magazines publishers have to reduce the number of copies of every newspaper or magazine they publish. This condition has reduced the income stream from copies sold and advertising. It means such businesses struggle to be profitable. This has pushed media publishers, such as Kompas Gramedia Group, to formulate new strategies to sustain their business. What Kompas Gramedia Group has attempted is changing the media platform, from print to digital, in this case, a dedicated web presence. However, the web presence for newspapers published by Kompas could not stand alone. It also brings together some magazines and tabloids they have published, into a more significant online presence, in what is commonly called a networking strategy. Besides these types of strategies, media publishers should apply a new approach of content. The strategy of content Kompas formulated not only should fit the web reader or visitor, but also make it easy for them to share in common social media. The objective of this strategy is to attract more readers to visit and engage with the portal. This is very important because the number of visitors to that portal is essential for the publishing company’s advertisers. The advertiser will place their advertisements when the number of visitors fits their objective of advertising activities. The more visitors visit a portal, the more advertisers will give it attention. This strategy has the potential to become a model for any group publisher to sustain their business in the digital era.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nigar Pandrianto
PY  - 2019/01
DA  - 2019/01
TI  - “Networking Strategy”, Business and Media Content Strategy of Print Media Industry in Digital Era (Case Study of Kompas Gramedia Media)
BT  - Proceedings of the 1st Aceh Global Conference (AGC 2018)
PB  - Atlantis Press
SP  - 15
EP  - 18
SN  - 2352-5398
UR  - https://doi.org/10.2991/agc-18.2019.3
DO  - 10.2991/agc-18.2019.3
ID  - Pandrianto2019/01
ER  -