Kedaulatan Rakyat’s Daily Survival Strategies in The Siege of Digital Media

Print media in the form of daily newspapers face a serious challenge with the presence of digital media. A number of print media organisations stopped publishing between 2005 and 2018. The challenges became more severe when the Covid-19 virus pandemic was declared to have existed in Indonesia since March 2020. This media economic study investigates the survival strategies of the Kedaulatan Rakyat newspaper. As the oldest newspaper in Indonesia and accompanying the birth of the Republic of Indonesia in 1945, the Kedaulatan Rakyat daily office, based in the city of Yogyakarta, has experienced economic difficulties such as the decline of readers, especially millennials. In addition, the acquisition of national advertising also fell by 75% while new/mini advertisements fell by around 50%. The author applied qualitative methods to extract data from in-depth interviews with two editors, two directors and one marketing communication officer. The results show several strategies implemented, including increasing the number of readers, intensifying advertorials, holding events, and reducing the number of pages. The desire of the owner to safeguard the family heritage also plays an important role in maintaining the continuity of the publication and the credibility of the paper. Keywords: Media economy, survival strategies, Kedaulatan Rakyat newspaper, Covid-19, Indonesia.

Background Noise? TV Advertising Affects Real-Time Investor Behavior

Using minute-by-minute TV advertising data covering some 300 firms, 327,000 ads, and $20 billion in ad spending, we study the real-time effects of TV advertising on investors’ searches for online financial information and subsequent trading activity. Our identification strategy exploits the fact that viewers in different U.S. time zones are exposed to the same programming and national advertising at different times, allowing us to control for contemporaneous confounding events. We find that an average TV ad leads to a 3% increase in EDGAR (Electronic Data Gathering, Analysis, and Retrieval) system queries and an 8% increase in Google searches for financial information within 15 minutes of the airing of that ad. These searches translate into larger trading volume on the advertiser’s stock, driven primarily by retail investors. The findings on retail investor ad-induced trading are corroborated with hourly data from Robinhood, a popular retail trading platform. We also show that ads induce searches and trading of companies other than the advertiser, including of close rivals. Altogether, our findings suggest that advertising originally intended for consumers has a nonnegligible effect on financial markets. This paper was accepted by Karl Diether, finance.

“The Dawn of a New Era”

Throughout the 1930s, the California Perfume Company expanded in both numbers of representatives and sales. It introduced the Avon brand of cosmetics and toiletries in 1929 and created new sales strategies, such as two-for-one campaigns, and efficiency measures, such as reducing the sales cycle from four weeks to three. David McConnell’s son and a new management team led by John Ewald, who remained as CEO well into the 1960s, created the company’s first national advertising campaign and a plan to develop city markets. They also spearheaded the efforts by the National Association of Direct Sales Companies to write independent contractor legislation to protect them against new minimum wage and unemployment regulations. The company officially changed its name to Avon in 1939, cementing its place as a leader in direct selling committed to developing women’s entrepreneurial opportunities.

EXPRESS: Commercial Success through Commercials? Advertising and Pay TV Operators

The US pay television service market had been dominated by cable operators until the nationwide entry of satellite operators in the early 1990s. The latter have been consistently growing their footprints since. This study documents the role of television advertising to explain the success. Using data on US households’ subscription choices and operators’ advertising decisions, the authors document both demand- and supply-side conditions conducive to the growth of the satellite operators. First, the authors find consumers in this market were sensitive to advertising, and especially so to that of the satellite operators (ad-elasticities of about .05-.06 for satellite operators vs. .02 for cable operators). The authors employ a border strategy to demonstrate advertising-elastic demand and discuss its robustness to potential threats to identification. Second, the authors provide suggestive evidence that a form of asymmetric cost efficiencies in television advertising benefited the entrants more than the incumbents. Specifically, the unit costs of local advertising tend to be higher than of national advertising, which likely allowed the satellite operators to better leverage their national presence with (cheaper) national advertising. Overall, this study highlights the interaction between advertising efficiencies and the scale of entry in explaining the competition between market incumbents and entrants.

THE GLOBAL ADVERTISING SERVICE MARKET: MODERN FEATURES AND TRENDS

The article examines the features of the advertising services market, which differs from other markets both in the composition of participants and in the object of trade, represented by a whole range of activities. The most significant factors of pricing for advertising services and the modern segmentation of their market are identified. The article analyzes the impact of digitalization on the advertising services market, as well as modern trends associated with the integration of national advertising services markets into the world and its globalization. The article contains data on the dynamics of the market during the recovery of the world econ-omy, reflects the impact of the pandemic crisis on its indicators.

Strategi Bersaing Agency Mthree Communication Dalam Industri Periklanan Nasional

Competition in the national advertising service industry is currently getting tougher, but the development potential of the advertising service industry is still quite good, especially in big cities that follow very rapid development. Advertising basically will never be lonely as seen from its function in introducing products that have effective and efficient usability properties, this of course makes more and more competitors also make the greater competition that will occur, if this is needed a business strategy that is able to compete. This research aims to determine whether the most appropriate strategy is used for Mthree Communication Advertising in the face of competition in the national advertising industry. This research was conducted in the Mthree Communication Advertising environment, with resource persons of employees who have strategic positions in the company's business and have a service life of more than 5 years. Research conducted using qualitative methods by conducting a SWOT analysis to identify strengths (weaknesses), weaknesses (weaknesses), opportunities (opportunities), and threats (threats). From the SWOT analysis, a SWOT matrix will be created which is useful for formulating alternative strategies for the company. From the results of the research that has been carried out, it has been concluded that the right competitive strategy for the company is the focus strategy, which is to provide maximum services to clients who are running until now.

National Culture and Advertising Sensitivity to Business Cycles: A Reexamination

The author reexamines the cyclical sensitivity of national advertising expenditure with a longitudinal data set of 59 countries over 35 years. In contrast to prior studies, the author examines the effects of the entire set of Hofstede culture dimensions to study cross-country variation in the advertising sensitivity and investigates how the emergence and growth of online advertising has transformed the cyclical sensitivity of advertising spending. National culture substantially affects advertising’s cyclical sensitivity, but in different ways than hypothesized previously. Consistent with the literature, advertising sensitivity is lower in long-term-oriented and high-uncertainty-avoidant countries and is unrelated to individualism. However, power distance is unassociated with cyclical sensitivity, and masculinity and indulgence—the two dimensions ignored in previous research—reduce cyclical sensitivity. Moreover, there is evidence that culture operates differently for the cyclical sensitivity of online advertising. Advertising expenditure is cyclically much more sensitive than documented previously and has grown more so over time since the advent of online advertising. This study provides initial evidence that online spending is more elastic than traditional advertising and that traditional spending has become more procyclical. The author advances timely and refined empirical generalizations on the cyclical sensitivity of advertising expenditure.

Millennials’ attitude toward advertising: an international exploratory study

Purpose Researchers emphasized that only a small effort has addressed the beliefs and attitudes of millennials toward advertising. The purpose of this study is also to respond to researchers’ recognition of the dearth of cross-national advertising and globalization studies in emerging markets. To fill this theoretical gap in the literature, this study aims to assess attitudinal differences and similarities, as well as the underlying structures of the attitude toward advertising in general (AG), of millennial consumers from developed and emerging markets (USA, UK, France, Spain and Morocco). Design/methodology/approach Data were obtained from millennials through self-administered survey questionnaires. It drew from findings of previous research and theoretical development by Bauer and Greyser, Pollay and Mittal, Sandage and Leckenby, Muehling, Durvasula and Netemeyer, and Andrews, Lysonski and Durvasula. Various statistical analyses were used to explore differences and similarities in AG. Findings The paper concludes that the two-factor solution framework of AG is inadequate. Research results also indicated that millennials from each of the five different countries studied did not indicate overwhelmingly favorable or unfavorable AG. This study found eight factors/constructs (i.e. promote bad things as good, product information, social role and image, hedonism/pleasure, good for the economy, materialism, falsity and “not interpretable”) as descriptors of the millennials from the five nations’ AG. Research limitations/implications The differences in advertising beliefs and attitudes among samples in the five countries studied may be because of such factors as historical values, practices and regulations. Cultural values and dimension may influence millennials’ perceived AG and need to be taken into consideration. Practical implications Academicians and practitioners in the advertising field need to appreciate the country’s cultural peculiarities. In understanding the advertising preferences of millennial consumers in these five markets, marketing and advertising executives may have localized their advertising messages for each studied market, resulting in different responses from these millennial consumers. Originality/value Millennials need not be conceptualized as a single niche market. While the focus of most of research in the determinants of AG had been within the Western business/consumer construct, the goal is to include assessment of AG in a non-Western, emerging market. This paper addresses the dearth in determinants of AG research in North Africa and other emerging markets.

Compliance of plastic surgeons with advertising guidelines

Background: Changes in the marketing of plastic surgery services in Australia has resulted in more plastic surgeons advertising on personal professional websites. In May 2014 the Australian Health Practitioner Regulation Agency (AHPRA) published ‘Guidelines for advertising regulated health services’. This study evaluates the compliance of plastic surgeons with these advertising standards. Method: The professional websites for all members of the Australian Society of Plastic Surgeons (ASPS) were analysed using the AHPRA guidelines. Each website was assessed by two independent medical reviewers noting the use of deceptive advertising, gifts/discounts, comparison with other surgeons, website photos, inappropriate marketing phraseology to encourage surgery and the creation of unreasonable expectations. Results: Over 80 per cent of ASPS members are fully compliant with the AHPRA guidelines. Less than one per cent of surgeons listed information considered to be misleading, deceptive, or creating unreasonable expectations. Gifts or discounts were offered by 5.8 per cent, 5.5 per cent used inappropriate marketing phraseology, 4.9 per cent made comparisons with other surgeons and 1.3 per cent had website photos that did not comply with recommended guidelines. Thirty-four per cent of surgeons were on Facebook, 20.4 per cent on Twitter and 19.4 per cent on Instagram. Of NSW surgeons, 13.8 per cent of had inappropriate website photos. Approximately 19 per cent of surgeons in WA and SA used inappropriate marketing to encourage surgery. Conclusion: The majority of ASPS members are compliant with the national advertising guidelines. Regional non-compliance with specific areas was noted suggesting targeted education may be of benefit.