Find Differentiators to Keep Readers Interested

PRINDONESIA.CO | Tuesday, January 12, 2021
“Masing-masing dari kita punya resep sendiri untuk sukses. Maka, lakukan uji coba (berani gagal), pelajari, dan temukan kesuksesan itu,” kata Hellen, Nielsen.
Dok. Istimewa

Many conventional media have finally switched to online with the same concept. Many failed because there is no relearning and reinventing the process. 

JAKARTA, PRINDONESIA.CO – Nielsen Indonesia's research shows that a shift in people's habits, especially in reading news, is inevitable. This year, there are 10.3 million readers migrated from printed to the digital newspapers. The number consists of 78% readers of news portals and e-paper, and 13% printed newspaper. This data was conveyed by Hellen Katherine, Nielsen Indonesia Executive Director while speaking at a webinar organized by the Press Company Union (SPS) titled "Media Projection in the Post Covid-19 Era" on Thursday (11/19/2020). 

But what must be underlined, said Hellen, is that no expert really understands digital. Because the way the world works will always change. "What we can do is to relearn and reinvent on an ongoing basis," she said. 

In the media industry, relearn means the process of increasing knowledge, skills and learning new tricks on how to reach readers on digital, then monetizing the way. In this phase, companies must also dare to invest, because consumers will only care and choose a company that is ready. While reinvent means that there must be a test and learn the process. “Each of us has our own recipe for success. So, do a trial (dare to fail), learn, and find that success," she said. 

She gave an example. Printed media readers are dominated by people aged 50 years and over. Meanwhile, 70 percent of online readers are under 40 years old. “The profile of the readers is different. Surely, the way the information is conveyed must also be adjusted,” she said. The younger generation, for example, tends to read the information that is short, concise, clear, and they like pictures in the form of illustrations and graphics. 


Hermawan Kartajaya, a marketing expert, agrees with Hellen's statement. "There are many media actors who are trying to get into digital, but many also have failed," he said. He argued that one of the factors is the mindset that has been built in conventional media actors. Namely, advertising to earn income. While the subscription does not get attention. The result is not optimal. “Compare with what startups do. They continue to learn to get an audience, then monetize,” he said.  

He then invited media actors to learn from one of the well-known conventional media in the country. That branding is not everything. "They created an event, then it was published, and made its newspaper read (by people)," he said. In marketing, this strategy is called positioning differentiation branding (GDP). Or, it could be translated into “You don't have to be the best, but you have to be different. “Because it was different, it was also what prompted Hermawan to re-subscribe to conventional media. Because, in the media, he found things that he did not find on social media.  

On the other hand, conventional media actors are experiencing an extraordinary recession. Downsizing and switching to online media is only one of many ways that they have done to be able to stay afloat. 

Meanwhile, the Association of Indonesian Advertising Companies (P3I), as a bridge between advertisers and the media, is challenged to always be aware of changes in consumer behavior and consumer centricity. According to Ernita Aristanty, P3I central administrator, even though the number of digital readers is high, advertisers want every investment they have made for digital to be measurable and their brand to be remembered by their audience. “So, this data regarding consumer behavior becomes very important. From there we can look for answers or solutions," she said. (rha)