CHALLENGES AND POTENTIAL OF THE MALAY DA’WAH MAGAZINES IN MALAYSIA TOWARDS THE REVENUE OF THE EDUCATION ADVERTISEMENT TREND (ADEX)
Cabaran dan Potensi Majalah Dakwah Berbahasa Melayu di Malaysia Terhadap Trend Perolehan Perbelanjaan Iklan (Adex)
Abstract
The industry of magazines publication with the concept of da’wah was expended since before independence and continues to exist until now. In the latest report by the Magazine Publisher Association (MPA 2014), RM207.8 milion of the sales revenue from the advertisement or ADEX managed to be achieved by the local magazine publishers in 2013. From the amount RM60.1 million was achieved by the Malay magazines and only RM5.3 million from the da’wah magazines in 2013. Therefore, the objective of this paper is to discuss factors, challenges and potential encountered the publisher of the da’wah magazines at this moment. The main question arises now is how is the local magazine companies at this moment getting ready to face the changes in this challenging industry? The content analysis method has been used onto the advertisement revenue data from the latest report by the Magazine Publisher Association (MPA 2014) from 2010 to 2014 (July) and the interview session with the editor. The findings of the analysis found out that ADEX in the da’wah magazine is being divided into two categories; public da’wah and muslimah da’wah. The focus of the advertisement party is more towards the muslimahda’wah category that contributes to the high revenue compared to the public da’wah.
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