Peranan perekonomian media dalam survival penerbitan akhbar berbahasa melayu di Malaysia

Translated title of the contribution: Malaysian media economic state roles on handling malay language newspaper declining sales trend

Sannusi Shahrul Nazmi, Husna Mohd Ibrahim

Research output: Contribution to journalArticle

Abstract

The dominance of Malay language newspaper in printed version as a medium of information, began threatened as a result of the rise of information technology that changed the way readers use and access the news. Therefore, this study aims to understand the causes and effects of the decline trends of circulation and advertising expenditure, and to answer this question, this study has used two research methodology of content analysis towards circulation and advertising expenditure trends and in-depth interviews with Chief Executive Officer of Malaysian Press Institute (MPI) Datuk Dr Chamil Wariya. This study also made The Three Legs of a Stool Model by Daly, Henry and Ryder (1997) as guidance. The results showed that the decline trends of circulation and advertising expenditure is not only due to external environmental factors that are difficult to control such as the development of communication technology, economics and politics of the country, but also influenced by internal factors of newspapers and newspaper companies which indirectly shape reader and advertiser perceptions towards credibility and quality of a newspaper owned. This study is expected to help the newspaper industry players to build new strategies to strengthen their role and existence in order to remain relevant and be able to fulfill reader and advertiser expectations.

Original languageMalay
Pages (from-to)42-57
Number of pages16
JournalJurnal Komunikasi: Malaysian Journal of Communication
Volume34
Issue number4
DOIs
Publication statusPublished - 1 Dec 2018

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sales
Marketing
Sales
newspaper
Economics
trend
language
expenditures
economics
Information technology
Industry
Communication
credibility
environmental factors
communication technology
content analysis
news
information technology
cause
politics

ASJC Scopus subject areas

  • Communication

Cite this

Peranan perekonomian media dalam survival penerbitan akhbar berbahasa melayu di Malaysia. / Shahrul Nazmi, Sannusi; Ibrahim, Husna Mohd.

In: Jurnal Komunikasi: Malaysian Journal of Communication, Vol. 34, No. 4, 01.12.2018, p. 42-57.

Research output: Contribution to journalArticle

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