THE SURVIVAL OF MALAY MAGAZINE IN MALAYSIA-INDONESIA: A STUDY OF MASSA AND TEMPO

The magazine publishing industries in Malaysia and Indonesia have been growing rapidly since 1957 and 1945. The emergence of social and national issues has created awareness in the need for in-depth, critical and analytical reading materials. Therefore, due to the emerging challenges related to the economy and the emergence of new media, magazine publishing industries at the moment are equally affected. This paper will discuss the issue of survival of the Malay-language news magazine, Massa and Tempo, as well as the challenges and potential arising in challenging situations. The document analysis method has been used for both magazines to obtain data for this study. The results showed that the main factor for the survival of this magazine is a marketing strategy, editorial strength and the use of new media can help publishers to deal with the challenging market situation. Thus, the publisher must always understand the current state of the reader to ensure they can sustain for long term periods