"Landep News"
The number of advertising expenditure in Indonesian online publication has been increased significantly compare to the number of 2009
“Online advertising expenditure is increased by almost 400% or around 4 percent of total advertising from all media” says media analyst from Surabaya Hendro D Laksono when discussing “Online Journalism” at Pelindo Surabaya on Thursday.
According to Hendro, before the Internet became popular in Indonesia, the advertising media are limited to print and electronic media, both radio and television. Social movements, economic, political, and cultural cannot be appropriately accommodated by this traditional media. “The print media are limited by the number of pages and the production process, while television and radio is limited by the duration of the ads,” he said.
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However, he explained, televisions still enjoyed as much as 60 percent of the whole advertising budget while online media are only able to snap about 1.4 percent. Even when comparing to traditional newspaper, tabloid or magazine, their portion is still very big compare to their online counterpart.
The good thing about online media is that it can be set up relatively quick. “In East Java for example, an online media owners could have two other media over the next two years. In fact, there is one companies that do five online media at once,” he said.
Hendro believes that online media presence have advantage that it can presents news and information in a very quick manner, in minutes or even seconds. This will ultimately becomes the main difference between conventional and online journalism. “Speed is the hallmark of online media, even though radio and television can broadcast news directly,” he said.
With the ever faster and wider availability of internet connection in Indonesia, he is optimistic, the work of online journalism can be enjoyed in many places. “However, in the absence of proper legality and licensing, then the large number of online media in Indonesia will actually weaken the bargaining position of journalists in the media, “he said.
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