1. Are we tryingAre we trying
hard enough?hard enough?
10th International Symposium10th International Symposium
on Online Journalismon Online Journalism
By Premesh ChandranBy Premesh Chandran
CEO malaysiakini.comCEO malaysiakini.com
April 2009April 2009
2. Malaysiakini – how we startedMalaysiakini – how we started
Duality in media legislationDuality in media legislation
Print & broadcast media tightly controlledPrint & broadcast media tightly controlled
through licensing, owned by governmentthrough licensing, owned by government
political partiespolitical parties
Internet free of censorship due to government’sInternet free of censorship due to government’s
pledge to foreign IT investors – “Multimediapledge to foreign IT investors – “Multimedia
Supercorridor” initiativeSupercorridor” initiative
1998: Arrest of deputy PM Anwar Ibrahim,1998: Arrest of deputy PM Anwar Ibrahim,
huge demand for independent news,huge demand for independent news,
Raised US$ 10,000 from friends and thenRaised US$ 10,000 from friends and then
in $100,000 grants. Malaysiakini launchedin $100,000 grants. Malaysiakini launched
on Nov 20on Nov 20thth
, 1999, 1999
Internet penetration about 20% but hitInternet penetration about 20% but hit
100,000 unique readers a day within 10100,000 unique readers a day within 10
3. MissionMission
““To use the Internet to provideTo use the Internet to provide
independent and balancedindependent and balanced
news to the Malaysian publicnews to the Malaysian public
and to set new standards inand to set new standards in
journalism as well as tojournalism as well as to
support the development ofsupport the development of
freedom of speech, socialfreedom of speech, social
justice and democracy injustice and democracy in
Malaysia”Malaysia”
Value PropositionValue Proposition
Independent news withIndependent news with
accuracy, credibility, balanceaccuracy, credibility, balance
To be the first in newsTo be the first in news
Plural and incisive ViewsPlural and incisive Views
4. ReadershipReadership
35 editorial staff produce 50 stories per day in35 editorial staff produce 50 stories per day in
English, Malay, Chinese and Tamil & 3 videosEnglish, Malay, Chinese and Tamil & 3 videos
per dayper day
1.8 million absolute unique visitors per month,1.8 million absolute unique visitors per month,
250,000 unique readers per day,250,000 unique readers per day,
Ranked 13 by Alexa and Google, No 1Ranked 13 by Alexa and Google, No 1
Malaysian site, top 12 being global sites.Malaysian site, top 12 being global sites.
Charge $40 for reading English newsCharge $40 for reading English news
5. ImpactImpact
Broke through state control of mediaBroke through state control of media
March 8March 8thth
2008 - Key role in democratic2008 - Key role in democratic
breakthrough, ruling party lost in 5 states,breakthrough, ruling party lost in 5 states,
winning federal government only by slimwinning federal government only by slim
majoritymajority
““Underestimating the Internet was our biggestUnderestimating the Internet was our biggest
mistake” – PM Abdullah Badawimistake” – PM Abdullah Badawi
Major swing among young and urban votersMajor swing among young and urban voters
6. The business of Malaysiakini (2008)The business of Malaysiakini (2008)
IncomeIncome
Subscriptions: $600,000Subscriptions: $600,000
Advertising - $200,000Advertising - $200,000
Grants - $200,000Grants - $200,000
Total - $1,000,000Total - $1,000,000
ExpenditureExpenditure
Editorial – $420,000Editorial – $420,000
Admin– $150,000Admin– $150,000
Marketing - $80,000Marketing - $80,000
Technology - $50,000Technology - $50,000
Total – $800,000Total – $800,000
7. Subscription businessSubscription business
Challenges:Challenges:
Convincing our staffConvincing our staff
Creating an online payment system which workedCreating an online payment system which worked
Fighting the notion that Internet is all for freeFighting the notion that Internet is all for free
2002 - 100,000 unique readers, conversion 1%2002 - 100,000 unique readers, conversion 1%
2009 – 250,000 unique readers, conversion 5%2009 – 250,000 unique readers, conversion 5%
(Malay, Chinese, Tamil and part of English still(Malay, Chinese, Tamil and part of English still
free)free)
Generates 60% of incomeGenerates 60% of income
Other independent websites drawing audienceOther independent websites drawing audience
but little revenuebut little revenue
8. Key success factorsKey success factors
UniqueUnique in its independence and speedin its independence and speed
Very limited free content (high wall)Very limited free content (high wall)
Political developments in Malaysia generatingPolitical developments in Malaysia generating
interestinterest
We drive the message subscription = support forWe drive the message subscription = support for
independent media = democracy & justiceindependent media = democracy & justice
We thank our subscribers for their supportWe thank our subscribers for their support
Tried to model around pay TV – single subscriptionTried to model around pay TV – single subscription
multiple websites, not enough paid contentmultiple websites, not enough paid content
9. Does Media Industry = Journalism?Does Media Industry = Journalism?
Fragmentisation of media & advertisingFragmentisation of media & advertising
Loss of advertising to search and non-mediaLoss of advertising to search and non-media
websiteswebsites
Media Industry = Profitability = EntertainmentMedia Industry = Profitability = Entertainment
Driven by ownership, advertising, stateDriven by ownership, advertising, state
prioritiespriorities
Divergence between journalism and mediaDivergence between journalism and media
industry (Do journalists belong in the media?)industry (Do journalists belong in the media?)
10. Strategies & Future PlansStrategies & Future Plans
1.1. Increase content but not costsIncrease content but not costs
Crowd sourcing, citizen journalism, “top of theCrowd sourcing, citizen journalism, “top of the
blogs” “malaysiakini 2.0”blogs” “malaysiakini 2.0”
1.1. Push content to new platformsPush content to new platforms
Home TV, Mobile, WebHome TV, Mobile, Web
1.1. Leverage on existing audience:Leverage on existing audience:
Voize.my, Earth247.tv, Find it All, othersVoize.my, Earth247.tv, Find it All, others
1.1. Home market media InnovationsHome market media Innovations
Digital Ink devices, retail screens, innovate printDigital Ink devices, retail screens, innovate print
11. Future of Journalism?Future of Journalism?
Some journalism has to be funded by publicSome journalism has to be funded by public
funds (individuals, foundations, taxes),funds (individuals, foundations, taxes),
distributed by the media industrydistributed by the media industry
Some non-advertising revenue (subscribers,Some non-advertising revenue (subscribers,
foundations etc) keeps media honestfoundations etc) keeps media honest