WORLD YOUNG READER ROUND TABLE

Title: The power of youthSpeaker: Jawa Pos

Vienna, Reed Messe Wien

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64th WORLD NEWsPAPER CONGREss19th WORLD EDITORs FORUM

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INDONESIA

Jawa Pos is a Surabaya-based newspaper, with circulation over 400,000 daily. According to Nielsen Media Research, Jawa Pos is the number one newspaper in Indonesia in terms of readership.

Jawa Pos Group is Indonesia’s biggest newspaper network, currently consists of 199 newspapers, tabloids, magazines, and local television stations. The network is truly nation-wide, from Aceh in the far west to Papua in the far east.

Early in the 1990’s, Former CEO of Jawa Pos realized that there is no such thing as a national newspaper in Indonesia. The country is too big, separated by too many islands, and consists of too many different cultures. To grow, Jawa Pos must publish regional newspapers in every province.

How? The Jawa Pos Group Happened

Katim PostBiggest Newspaper in East Kalimantan

Manado PostBiggest Newspaper in North Sulawesi

Cendrawasih PosBiggest Newspaper in West Papua

Later, each regional newspaper grew significantly. Each then had its own “children” within it’s region, and so the number of newspapers grew exponentially.Today, there are around 170 newspapers in the Jawa Pos Group. Each linked to each other and to the main newspaper in Surabaya. By far the biggest in Indonesia.

Riau PosBiggest Newspaper in Pekanbaru

Sumatera EkspresBiggest Newspaper in South Sumatera

FAJARBiggest Newspaper in South Sulawesi

Jawa Pos, the main newspaper, also realized that it needed to evolve to reach and satisfy more readers within it’s own region. So in late 1990’s Jawa

Pos decided to publish seven regional editions. They are basically the same newspaper everywhere, but with different “regional sections” within the

newspaper.

Today, there are 12 different Jawa Pos regional editions in the province of East Java, Central Java, Jogjakarta, and Bali.

Jawa Pos Regional Edition

Initiating the Local TV Era and Other BusinessesIn the past ten years, Jawa Pos started to invest in the television business. But instead of building a national terrestrial station, Jawa Pos decided to start a lot of local television stations. Again, the goal is to reach and satisfy local/regional needs. Today, there area about 20 local TV stations under the Jawa Pos Group.

Jawa Pos also invested in a paper mill in nearby Surabaya. Today, the paper mill produces around 400 tonnes of newsprint daily. Around 70 percent for Jawa Pos Group, 20 percent for export, and 10 percent for competing newspaper groups. To complement the paper mill, Jawa Pos also built a power plant nearby.

NEW people always bring new ideas.Jawa Pos is not afraid to “refresh” its personnel. Most chief

editors ofJawa Pos are under 40 years old.

With its youth policy, Jawa Pos is more open to new ideas. Always “running”

while other newspaper might be “slowing down.”

JAWA POS is the first newspaper in Indonesia, perhaps in the world, to have special pages dedicated for the youth

EVERYDAY. Since 26 February 2000, Jawa Pos published DetEksi section. Everyday. Three pages a day. Consistently for the past nine years (and still going…) This is a young section run by young people. The average age of DetEksi Crew is 20 years old. From reporters, photographers, designers, up to the editors are young. Most arepart-time college student.

Daily Youth Page

EVERYDAY, for one full year (2006), Jawa Pos dedicated three full pages for “new family.” Meaning new lyweds or families with children under ten years Old. Instead of “preaching” how to live, the page is full of gamesmanship. It is the newspaper version of Shop Till You Drop or Supermarket Sweep.Everyday, one “new family” wins a prize to go shopping in a supermarket. How they spend the money and what they buy becomes the story. Readers can learn from their stories, and compare with their own.

NOUVELLE

LIFE is Jawa Pos’ newest special section.Startedin 2007 as “Evergreen,” It is dedicated for readers 50 and older, which is currently the fastest growing part of the overall population.Instead of “preaching” how to live, the mission of the page is “to celebrate life after fifty.”Everyday, a person over 50 is profiled in the page, sharing life experiences and health secrets.So far, LIFE have become the new DetEksi. Olderreaders stay loyal to Jawa Pos.

Life!Begins at 50…

New section for ”New Family”

JAWA POS slogan is“Selalu Ada yang Baru”(We always have something new).Jawa Pos is a newspaperdriven by ideas. Tryingnew ways of presenting pages,new ways of using a newspaper.Every year, Jawa Pos has a newbig section for specialsegments of the population,but have appealfor all readers.

A NEWSPAPER page dedicated to women is not new. In fact, almost every newspaper has tried to cater women. However, not many were success ful. Jawa Pos For Her was published beginning at the end of 2010. With the special section, Jawa Pos tries something that has neverbeen done before with newspaper in Indonesia: To treat women not just as a segment of the population.Every day, four pages were published dedicated to women of all ages. Everyday, more news and topics are dedicated to women and to support women, in all pages of Jawa Pos.Not only with special pages, Jawa Pos also creates numerous offprint programs to support women causes. From simple seminars, road shows, and many other community programs.

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ONE of the most important factor in Jawa Pos success is its “Part of the

Show” philosophy. Jawa Pos have always been involved in the community,, driving the community towards better things. This

philosophy creates a strong bond between Jawa Pos and its readers. A bond that is very hard to break.

Youth events (DetEksi Convention, basketball)Social and environment programs (Surabaya Green & Clean, Jawa

Pos Pro-Otonomi Institute, Road Safety Programs, Public Safety Campaigns,

etc).

Because of DetEksi, after several years, Jawa Pos can maintain or grow its readership and circulation while other newspaper are struggling.

Growing Readership Share

Source: ENCIETY Business Consult, Published 2010 Source: Nielsen Media Index W4 2010

The Enciety Business Consult survey shows that after around ten years, Jawa Pos’ readership share in Surabaya and surrounding area is growing from dominant to very dominant. From 76 per cent in 2000 to 93,5 per cent in 2009.

Getting Stronger in Surabaya(Readershare in Surabaya)

Source: Enciety Business Consult – Media Habits

2009

In 2010, 51% of Jawa Pos Readers are Under the Age of 30Enciety and Nielsen Media Research also shows that Jawa Pos’ readers are essentially younger than other leading newspapers in the country. Much stronger in the age group of 10-29, which are DetEksi readers or was DetEksi readers.

Readers By AgeAll People age 10-29,Jawa Pos vs Kompasin 9 Big Cities, in %

Source: Nielsen Media Index W4 2010

Media Preference in Indonesia: Surabaya, Jawa Pos’ Hometown, Have Younger Newspaper Readers than Other Major Cities

Source: ENCIETY Business Consult, Published 2010

Nielsen Media Research shows, that Jawa Pos have become the number one newspaper in Indonesia in terms of readership. The first number one newspaper that is not based in the capital city of Jakarta.

Top Newspaper 2010

All People age 10+, in 9 Big Cities, in million

Source: Nielsen Media Index W4 2010

Jawa Pos first surpassed Kompas in 2006. From 2008-2011, Jawa Pos consistently positioned itself above Kompas in terms of readership. In fact, Jawa Pos is the only newspaper in Indonesia with readership easily over 1 million people.

Jawa Pos is Dominating Greater

SurabayaAll People age 10+, in million,

In Greater Surabaya (8.665.000)

Source: Nielsen Media Index W4 2010

The First Number One from Outside Jakarta

Jawa Pos won numerous awards in the past few years, relating to readership and its relationship with young

readers.

Winning Numerous Awards

2005 2009

2011201120102010

• For the future, Jawa Pos will continue to grow its network. Both newspaper and television stations.• For online business, Jawa Pos will enter when the time is right. In 1994, before other media companies are thinking about the internet, Jawa Pos have already invested in internet/provider business.• When the time comes, Jawa Pos will be the strongest force in the online media business. Providing unrivalled contents and access from every single region in Indonesia.

What’s next?