Proposed Marketing Strategy for E-paper Pikiran Rakyat to Increase Subscribers and Sustain in Digital Era

Abstract

PT. Pikiran Rakyat is a mass media company that provides news through various channels, namely radio, newspapers and internet. To adjust the current behaviour of people who are close to gadgets, PT Pikiran Rakyat makes e-paper product or electronic newspapers that can be accessed through the MyPikiranRakyat application. However, the business achievement of e-paper has not met the company's expectation. Currently, e-paper has only few and the company does not yet know the business strategy for developing e-paper. This research method uses a qualitative and quantitative approach by analysing the internal and external business conditions of Pikiran Rakyat. The data collection technique was carried out by internal and external interviews of Pikiran Rakyat and distributing surveys to the readers of Pikiran Rakyat. Researcher then conducted a study on what business model is the most appropriate to be applied to sell Pikiran Rakyat e-paper. In various countries, there are three business models applied to paid digital news products, namely paywall, fundraising and brand extension. Each business model provides more benefits to readers. From the results of the research study, the brand extension business model is the most appropriate to be applied to sell Pikiran Rakyat e-paper because of various supporting factors such as customer trust in Pikiran Rakyat brand, the good reputation of Pikiran Rakyat and the human resources available to run brand extension business model. Meanwhile, more benefits that will be given to readers in brand extension business model are writing, photography and video making training, educational seminars and West Java data. These extra benefits can be implemented in a short time to generate income for Pikiran Rakyat.

Keyword: mass media, electronic newspaper, paid digital news product, paywall, fund-raising, brand extension