Utusan Malaysia Perlu Lebih Pengiklan

Utusan Malaysia Needs More Advertisers




Utusan Malaysia memerlukan  lebih banyak Ringgit iklan untuk terus bertahan.

Utusan Malaysia needs more adveritising money to stay afloat.



Jualan  harian  akhbar  cetakan    Utusan jatuh daripada lebih kurang 350,000 naskhah pada zaman kegemilangannya kepada 180 000 naskhah pada 2012, menurut Biro Audit Edaran.

Daily sale of the Utusan's printed paper dropped from about 350, 000 copies during its heydays to 180, 000 in 2012, according to the Audit Bureau of Circulations.



Seperti akhbar cetakan lain yang menghadapi saingan hebat daripada akhbar dalam talian, Utusan    memang tidak boleh lagi bergantung kepada jualan edaran sebagai pendapatan.

Like other printed papers which are facing stiff competition from online newspapers, Utusan indeed can no longer depend on sales from circulation for income.



Mengulas tentang langganan iklan, pengerusi eksekutif Utusan Tan Sri Hashim Makaruddin mengesali kekurangan sokongan daripada "orang sendiri".


Commenting on advertisement clientele, Utusan's executive chairman Tan Sri Hashim Makaruddin lamented lack of support from "their own people".



" Ini termasuk sokongan daripada syarikat Melayu dan syarikat berkaitan kerajaan dalam bentuk perbelanjaan iklan.  Kami mendapati perbelanjaan iklan kebanyakan syarikat berkaitan kerajaan di akhbar Melayu, terutamanya Utusan, lebih sedikit berbanding dengan suratkhabar dalam bahasa lain dan ini tidak adil," katanya.

"This includes support from Malay corporations and GLCs in the form of advertising expenditure. We find that advertising expenditure of most GLCs in Malay papers, especially Utusan, is much smaller compared to newspapers in other languages and this is not fair," he said.



Perdana Menteri Datuk Seri Najib Razak juga menyeru agensi kerajaan, syarikat berkaitan kerajaan dan     firma bumiputra agar membeli lebih banyak iklan dalam Utusan.

Prime Minister Datuk Seri Najib Razak also called on government agencies, GLCs and bumiputera firms to buy more advertisments in Utusan.



" Hanya ini dapat membantu Utusan terus maju," kata beliau pada upacara perasmian ibu pejabat baru akhbar Melayu Umno tersebut yang melalui Jalan Chan Sow Lin.

"Only this can help keep Utusan on track," he said at the official opening of the Umno-owned Malay daily’s new headquarters off Jalan Chan Sow Lin.



Sumber Rujukan:

"PM tells GLCs, Bumi companies to buy more ads in Utusan", Malay Mail, 13 September 2013





Though Utusan Malaysia is used interchangeably with Utusan Melayu, that it is regarded as the romanized form of the latter, I prefer to dis-
cuss these two newpapers separately. My main reason is the pioneer spirit of Utusan Melayu no longer dwells in Utusan Malaysia.


The popular Utusan was born 1 September 1967- six years after UMNO took over its Jawi-language predecessor Utusan Melayu, to cater for a change in the Malaysian education system which began to emphasize romanized Malay. I doubt another reason given that it felt challenged by other rival papers, as most major newspapers come under political control as well.


Influential



"Tak ada orang berani mengusik," said Tan Sri A.Samad Ismail regarding the undisputable status of the Utusan in reflecting Malay nationalism during anti-colonialism days. That was years ago. Things have changed since then.



One unforgettable example is Anwar Ibrahim's trial case. You might have read those explicit details by the Malaysian press. ( They still make me blush ). People were so angry about the press coverage that they attacked the press including pelting bricks and stones on a four-wheel drive belonging to Utusan and smashing two windows. Columbia Journalism Review reported that crowds also burned copies of Utusan at demonstrations. The "meliwat" story is on again, I'd boycott that. :-)



"We're biased, but we don't tell lies," was the response of Zainuddin Maidin, then deputy executive chairman of Utusan to allegations that his paper is not telling the truth. " We are bound by the law and trained by journalistic ethics. People will choose the newspaper they believe." that's how he was quoted by Asiaweek.


Media Chiefs, Power Play



Prior to Anwar Ibrahim's arrest, it is believed his powerful supporters in the mainstream media were pressured to resign. The editor-in-chief of Utusan Malaysia Johan Jaafar was the first one to go. This caused a stir beyond the publishing circles.



According to a letter from the Committee to Protect Journalists to the Prime Minister Tun Dr. Mahathir Mohamad, this seem to tied to Utusan Malaysia's role in highlighting " severe operational problems at Malaysia's new airport." Whereas Asiawek mentioned "extensive coverage of the controversial government-sanctioned rescue of a shipping company controlled by Mahathir's son Mirzan."



Want to hear Dr Mahathir's version? " When [ Johan] came, there was talk that it was political pressure. Now he leaves. We all come and go sometime."



Remember that cool guy Zainuddin Maidin? From a part-time reporter, he became Utusan Malaysia's Editor-in-chief in 1982. In early 2006, he was promoted from deputy to the position of the Information Minister of Malaysia. We Malaysians like to call him "Datuk Zam" and he was voted out in 2008, yippee!






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