The Printed Media Industries Development - Stay Cool in the Changing Era

The quality of content and innovation in advertisement sector become some of the issues in Indonesia tabloid industries. However, it doesn’t mean that all the media go through the circumstances. Sinar Tani Tabloid has surprising fact on their business condition so far. It is revealed in focus group discussion (FGD) attended by some of the representatives from Indonesian tabloid on Thusrday (07/03/2013). The FGD held by the Research Division of Serikat Perusahaan Pers (SPS) Pusat as one of the tools in conducting the audit of press industries condition.

“There are a lot of women taboid. The competition in content is very tough. Wanita Indonesia (WI) then goes with the policy not to cover the negative gossips. WI must be creative in reporting and picking up the angle,” says Chief Excecutife WI Aryani I. in the discussion.

Beside the content, the people in the industries also face the challenge of attracting the advertisers. According to the FGD, it gets more and more difficult. “We have to find some creative strategic,” says Editor in Tabloid Nakita Soesanti Harini.

However, those things don’t happen in Sinar Tani.  This one has a very spesific market target as they dedicate the product to the farmers and the people in the agricultural industries. Maybe, the tabloid is not well known enough. According to the chief of Sinar Tani Haryanto, the tabloid focuses in to the small regions and cities in Indonesia.

But don’t get wrong about the rate of advertisement in the tabloid with such a condition. “Ads have never been decreasing. They are even lining up, waiting to show their ads in Sinar Tani. The advertisers usually come from the agricultural products and also the socialization from government,” says Haryanto. With 35 thousands of readers (28 thousands are the farmers subscribing for the tabloid), Sinar Tani focuses on the wide area of media distribution rather on the expensive price.

Talking about digital media, Sinar Tani is definitely different. While others developing their digital platform, Sinar Tani just stay cool with their traditional platform as Haryanto says that their readers complaining about the difficulties in accessing the information from digital portal. ahp