Towards the Generation Z Newspaper

Technological developments brought significant changes to the presentation patterns and marketing strategies of newspapers. Strengthening the newspaper platform is urgently needed in order to survive in this era of media competition. This study aims to determine the strategy of strengthening the Suara Merdeka and Kedaulatan Rakyat platform to win the young reader market. The reasons for choosing the platform and its impact on increasing circulation, legibility and revenue in advertisement. In the print media business, platforms are closely related to the rubrics that are published every day or periodically presented to the reader. Rubric is like a menu that is served and becomes a characteristic or identity of the media. However, to maintain young readership, both of them still provide rubrics intended for generation Z. In addition, both of these newspapers also take an off-print approach in an effort to get closer to young readers and increase advertising revenue for the sustainability of the print media business. The use of communication technology has not yet contributed to the formation of an image as youth newspaper. Newspapers are still seen as old communication platform. The strategy used by Suara Merdeka and Kedaulatan Rakyat daily has not had a significant impact in increasing circulation, readability and advertisement revenue.