Trend Pendapatan Iklan Bagi Majalah Melayu dan Inggeris

While magazine publishers are traditionally dependent on subscriptions and sales to cover the production costs, they are increasingly aware that advertising revenues are critical not only to gain profits but also to survive in the competitive market. For magazine publishing in Malaysia, advertising revenues for English magazines are notably higher compared to the same type of magazine in the Malay language, although their circulation is lower. This article will study the relationship between the circulation of two women magazines—Malay and English—and their advertising revenues.All data were collected from Media Index and from manual calculations of advertising revenues gained by the magazines. English women magazines are found to be rated higher by advertisers than Malay magazines. Products advertised in English magazines are normally international brands, while for Malay magazines, they are largely local ones. Malay magazines need to be more competitive in order to increase their advertising revenues.