| Summary: | Memo Arema is one of mass media firm that produces and distributes their
daily newspaper in Malang Raya region. They are in competition with other
dailies in the industry to get audience attention and advertising revenue that act as
scarce resources for mass media firms. This research aims to know, to describe
and to analyze the competition strategy Memo Arema implement in 2011. This
research focuses at two aspects, first is about Memo Arema competiton strategy to
build circulation, and the second is about Memo Arema competition strategy to
sell their advertising spaces to the advertisers.
Memo Arema lives in the monopolistic market structure where many firms
produce differentiated daily newspapers. Audience needs are their orientation
because they work based on the marketing framework. Their unique product
characteristic of selling criminal news becomes their bargaining power not only to
sell their product but also to sell their advertising spaces the advertisers. Their
unique product characteristic works hand in hand with their unique distribution
tactic names loper tembak.
Loper tembak works for Memo Arema by selling the daily accros Malang
Raya by mentioning the title of the news, the headline, the identity of a criminal
victim, or the core of that day news of the daily to attract the citizen around the
area in which the crime happened. In 2011, there are 65 people who work as loper
tembak for Memo Arema, 5 people are women who sells the daily specially in
Malang City area. Analog and digital strategy become their two grand competition
strategies in 2011. Digital strategy built by published their official site at
www.memoarema.com by April 2011.
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