World Association of Newspapers and News Publishers

“We always have something new”

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

“We always have something new”

“We’re very good at adapting to a new situation,” says Azrul Ananda, Director of the company of 200 newspapers, magazines and local television stations across Indonesia.

Here’s how Mr Ananda describes the paper’s philosophy: “Almost every year, we try to do something new with the newspaper – a new page, a new section – and it may be unusual, but we try it. If it doesn’t work, you can always stop it, but if works, you have something new.”

This approach has led to numerous successful sections: for young families, for over-50s, for women, for young business people. It has even led to the creation of a basketball league.

But Jawa Pos’ greatest success is bringing young people back to newspapers – 51 per cent of Jawa Pos readers are under 30 and in Surabaya, where the company is based, almost half the readers are teen-agers.

This success – the company won WAN-IFRA’s World Young Newspaper of the Year in 2011 – stems from a special daily youth section it created in 2000, staffed by a team whose average age is 20 and includes high school and college students.

The youth strategy extends throughout the entire newspaper group – most coordinating editors are in their mid-30s and page designers in their mid-20s. “New people always bring new ideas,” says Mr Ananda.



2012-04-12 05:43

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