Mass Media Management Strategies to Survive in the MediaDigitalization Era: Case Study of Listrik Indonesia Magazinefor the Period 2021 - 2023

Abstract

Recently, the mass media has faced great challenges along with the presence of the media digitalization era.
The mass media has been disrupted. The era of digitalization has fundamentally changed the way people
capitalize, transmit, consume and disseminate information. Digitalization is a term used in relation to the
emergence of digital, internet networks, especially computer information technology. Changes in the way
people treat information have had a profound impact on mass media business platforms. One of the oldest
and most popular types of mass media is print based media, especially newspapers and magazines. Print
based media is one of the media that has been greatly affected by media digitization. The purpose of this
research is to analyze the strategy of mass media, especially print based media, especially segmented
magazines in anticipating and responding to the digitalization era to survive, through a case study of Listrik
Indonesia magazine for period 2021 - 2023. This highly segmented media has survived since its first
publication in 2009 in printed and online editions. This research uses a qualitative case study research
method with a constructivism paradigm. Researchers conducted observations, interviews and
documentary studies to obtain the desired data. The results of the research can be used as a reference for
mass media managers to survive in the midst of the media digitalization era. The results show that with its
position as a segmented mass media, Listrik Indonesia is more resilient in the face of media digitalization
disruption. In addition, the publisher of Listrik Indonesia magazine also applies several strategies to deal
with media digitalization, namely diversification strategies, convergence strategies and editorial strategies.