Participants and presenters of Media Business Viability Workshop at Hotel Artotel Bianti, Yogyakarta, 13-15 January 2022. [Suara.com]
Hitekno.com – International Media Support (IMS) and Suara.com collaborated in holding a Business Continuity Workshop for Local Media which was held from 13 to 15 January 2022 in Yogyakarta. The workshop, which was held by IMS and Suara.com, was titled Startup for Media Startup (SMS) and was attended by six local media from various regions in Indonesia, discussing various steps to maintain the sustainability of local media. Currently, the number of local online media is growing very rapidly. The number can reach 100 times the number of print media that ever existed in the region. However, the presence of hundreds of new local media is not accompanied by professional management. This local media can produce good content, but the background of the founders who are mostly journalists, makes them have limited knowledge about management, business, content distribution, content development and technology. Although the Press Council estimates that there are 43,000 online media, only a few are managed professionally. In addition, the sustainability of the local media business is very important to become a center for public information and social control for local governments after many local conventional media fall. According to Suara.com Chief Operating Officer, Suwarjono, new media is needed to replace what has been done by local conventional media, especially local print media. “Media disruption has had a major impact on local media in Indonesia. Content, production, distribution and business have changed, the media no longer dominates upstream to downstream. Homeless media has emerged. There are many new challenges facing the digital platform giant. This is interesting to discuss and prepare yourself for. facing a new generation of digital media users,” said Suwarjono. The IMS SMS program through the Startup for Media Startup (SMS) program works in collaboration with Suara.com to support this threatened local media. Through the Business Continuity Workshop, IMS and Suara.com provide key material so that local media can continue their business, have good engagement with the audience, and master better technologies. “This workshop aims to support local media in overcoming the most significant challenges, namely financial sustainability and declining readers. This workshop will improve participants’ business skills,” said IMS Indonesia Program Manager, Eva Danayanti, on the sidelines of the event which took place at Artotel Bianti, Yogyakarta. This workshop invited six local media from four regions in Indonesia, namely West Kalimantan, East Kalimantan, West Java, and Central Java. One of the media involved is Mangle, a local media based in West Java that is undergoing digital transformation. IMS introduces the Six Pillars of Business Capability as a Theory of Change to strengthen media organizations. The six pillars are audience, content & product, organizational capability, business, revenue and ecosystem. “The IMS approach to business continuity is to ignite interest and capabilities in the local context to respond to future needs so that our media partners can be more confident on the business side. We offer support tailored to partners’ needs for meaningful actions that can maximize technology for take advantage of advances in technology,” said Clare Cook, Media Business Advisor, IMS, in a virtual meeting delivered live from the UK. Know Your Audience This workshop encouraged local media to start their efforts with a focus on audience building. Knowledge of this audience will strengthen media operations. Understanding the audience will help the media build a bond with the reader or viewer. Emilie Lehmann Jacobsen, IMS Advisor, explains the importance of knowing this audience through audience research. Audience research is to find out who it is that they are reading, listening to, listening to, or accessing content. Research can also find out when the audience accessed the content, how the content was received, whether they knew about the content, and what their experiences with the content were. “Audience research will help you figure out the three basic elements, awareness (how many – and who – know you?), reach (how many – and who – are being reached?), and trust (how many – and who – trust the media. You?). All three alone can help you understand where he stands in the market – and which reports you should build with existing and potential future audiences,” says Emilie Lehmann Jacobsen. While Suara.com itself emphasizes several aspects that must be explored more from the Six Pillars approach, namely product development and income. Suara.com mobilized several experts to speak to the workshop participants. Besides COO Suwarjono, Suara.com also presented Dimas Sagita, Head of Social Media and Traffic Growth; Rendy Sadikin, Head of Yogyakarta Suara.com Bureau, and Bram Bravo, Digital Ad Ops & Programmatic Manager. Branding expert Edy SR was also present to explain the importance of branding strategy in local media. Dimas Sagita explained that social media and applications must be owned in order to build content and distribute it more effectively. In general, Dimas mentioned several content distribution channels ranging from web-based ones such as push notifications, social media (Google, Facebook, YouTube, Instagram, TikTok, and others) and aggregators. “Currently aggregators are increasingly being abandoned because their effectiveness is felt to be decreasing, while platforms such as Google and Facebook are increasingly effective in disseminating content and at the same time generating revenue,” said Dimas. Meanwhile, Suwarjono added, the challenges of managing digital media are very big. The digital ecosystem and business controlled by the platform, make media managers need to think about business beyond media. “Currently, there are new sources of revenue that need to be followed. From programmatic advertisements, revenue sharing with platforms, to aggregators. Also, revenue models from services, communities to data are very diverse,” he said. The workshop will close with an action plan session for each media. Local media are expected to be able to think up an audience research plan, determine content choices, choose the appropriate distribution channel, the right business model, and of course, income channels. .