The Printed Media Industries Development The Newspaper Agents to Decline Recently

The declining agent and creating brand activation activitiy become one of the main issue in media industries  nowadays, especially for them having newspaper as the core business activity.

It was revealed in the focus group discussion among the representations of newspaper publishers on Tuesday (26/02/2013) in Jakarta. The discussion was held by Serikat Perusahaan Pers (SPS) Pusat as a part of the research program this year.

“We concern about the possibility when the agents can’t be our partners anymore,” Manager of Circulation of BeritaSatu Holdings Dahlan N sayas. He adds, the amount of the newspaper subsribers has declined and it makes their profits decline.

The condition forces the agents to close their busniness as they turn out to be bankrupt. It even happens to the big agents. BeritaSatu Holdings is not the only one experiencing the devastating circumstances.  “Kompas is also experiencing the same condition,” says the Research Division of Kompas Topas Yuniarto.

Beside the declining amount of agent, the newspaper publisher also faces the trend of the increasing brand activation activities. The activities are some kind of below the line activities. It is off-print.

“Tempo has been doing this for a long time, but it gets heavier recently,” says the representation of Tempo Research Division Ai Mulyani. Even nowadays, based on the discussion, those brand activities also do contribute to the media income. Furthermore, beside keeping the loyality of the old readers, this events also can engange some new readers.