Media Economic Evolution of Harian Kompas from Advertising Revenue to Digital Subscriptions

Abstract

This research aims to determine the economic strategy of Harian Kompas media in adapting to technological developments, reduction of newspaper subscribers, and deflation advertising revenue. By using a qualitative descriptive method, samples were taken using a purposive sampling method. Data collection techniques were carried out using primary and secondary data. Based on the finding, it can be concluded several things. First, the presence of new media, demographic changes, increased production costs, decreased customers, competition in attracting audiences, and reduction of advertising revenue requires a solution in the form of technology adaptation. Second, Harian Kompas implemented the 3M convergence strategy in the form of contextual convergence or repackaging through Kompas.id. Third, although it has not yet reached the income from the printed newspaper business, the presence of Kompas.id has generated digital income and increased the readership of printed newspapers. Fourth, the strategy of embracing digitalization is able to maintain the credibility of Kompas brand image and open up the development of other digital businesses.