The impact of the economic crisis to Harian Metro in terms advertisement and readership / Mohammed Zulfadhli Md. Sa’at

This study examines the impact of the economic crisis to Harian Metro (HM) in newspaper industry since 1997. It attempts to study on how HM handles the difficult situations where all the other newspaper companies experience fall in demand and circulation. The study also focuses on how advertisers and readers as a customer perceives HM as an advertising medium and reading material during a period of economic downturn. Their response will be use for HM to improve performance and circulation. The population sample will be in the Lembah Klang area because this area is most affected by economic crisis. Respondent being selected using the Simple Random Sampling to distributed the questionnaires. The focus of the study is more on the response of advertisers and readers toward HM where 2 set of questionnaires had been prepared. The focussing aspect in the decrease factors of HM newspaper and also identifying the strength of HM in order to improve HM performance and circulation. The simple random sampling technique is chosen to distribute questionnaire to respondent in KL area. So far, Harian Metro has done no survey about the impact of economic crisis to Harian Metro. I hope the findings from advertisers and reader’s view will provide a useful insight for Harian Metro Management design a specific strategy in overcoming the economic crisis impact.