Online Strategy of Printed Media Company : Case study at www.nirmalamagazine.com
Until December 2010 there are 36.600.000 Internet users in Indonesia (internetworldstat.com). The 6th popular online activities according to Yahoo TNS Net Index 2010 is reading news online. Of course, this behavior change will affect conventional media business, including print media. The purpose of this research is to describe the online strategy applied by Nirmala magazine – one of health magazine publishers that became a leader on readership in 2005 but its popularity has decreased on the following years. Nirmala magazine developed it's own website, www.nirmalamagazine.com, in 2009. It also set some accounts in several social media and send email blast to its customer. Of course, print media company must have a good strategy when they go online so that internet can give optimum benefit for the business.. Researcher use interview, document review, and field observation to collect data. Nirmala website, supported with social media account and email marketing program, actually is supposed to be a useful tool to support it’s existing business. Unfortunately, this research finds some weaknesses need to be overcome: lack of understanding about optimum benefit they can get from online side; poor decisions about target market, budget, infrastructure, strategy and online management team; also lack of synergy with all otner business units.
Key words: internet, online strategy, print media, health magazine.
Key words: internet, online strategy, print media, health magazine.
Veronica Sri Utami - Personal Name
210121008 - Veronica Sri Utami
TESIS PGSC - CORPORATE
Tesis PGSC
Inggris
Universitas Paramadina
2011
Jakarta
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