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.
References
Abrahamson, D. 2009. The future of magazines, 2010-2020. Journal of Magazine & New Media Research, 10 (2), 1-3.
Adi Satria. 2003. Cabaran iklan dalam penerbitan majalah berbahasa Melayu. Kertas kerja dalam Simposium Dunia Permajalahan Melayu 2003, Menara DBP, Kuala Lumpur, 12-13 Ogos 2003.
Daly, C. P, P. Henry. & E. Ryder. 1997. The Magazine Publishing Industry. Boston: Allyn & Bacon.
Gan Lee Ha. 1999. Penerbitan majalah Wanita, Her World dan Fu Ni: Kajian terhadap persamaan dan perbezaan. Latihan ilmiah Jabatan Pengajian Media, Universiti Malaya.
Heng Gek Koon. 2005. Kajian perbandingan pendapatan periklanan Majalah Wanita Melayu dengan majalah wanita Inggeris. Tesis Sarjana Sastera, Universiti Malaya.
Johnson, Sammye & Prijatel. 2006. Magazine: From Cover to Cover. New York: Oxford University Press.
Hamedi Mohd Adnan. 2001. Ekonomi Penerbitan Majalah Melayu Sebelum Perang. Tesis Kedoktoran. Jabatan Pengajian Media, Fakulti Sastera dan Sains Sosial, Universiti Malaya.
Hamedi Mohd Adnan. 2008. Persoalan Ekonomi dan Tanggungjawab Sosial dalam Penerbitan MajalahMassa (1995-2004). Jurnal Pengajian Media Malaysia. Universiti Malaya. Volume 10, No. 1, 2008.
Khoo, Kay Kim. 1984. Majalah dan akhbar Melayu sebagai sumber Sejarah. Perpustakaan Universiti Malaya.
Pricewaterhousee Coopers Research. Turning the page; The Future of E-Book. Technology, Media and Communication Analysis 2010. PwC.
Roff, W.R. 1972. Bibliography of Malay and Arabic Periodicals Published in the Straits Settlement and Peninsular Malay States 1876-1941. Universiti Malaya. Kuala Lumpur.
Zenith Optimedia. 2010. Best prospects for advertising since 2000. Zenith Optomedia reports. 6 Disember.
Copyright in articles published in Al-Hikmah is vested in UKM Press, Universiti Kebangsaan Malaysia, upon formal acceptance of the manuscript and completion of the applicable copyright transfer agreement. Articles published in Al-Hikmah are licensed under the Creative Commons Attribution–NonCommercial 4.0 International License (CC BY-NC 4.0). This license permits users to share and adapt the published work for non-commercial purposes, provided that appropriate credit is given to the author(s) and the original source, a link to the license is provided, and any changes made are indicated. Authors retain their moral rights in accordance with applicable law and the terms of the copyright transfer agreement.
