Reformatting
The Business
Model
Presented
on 17 April 2015 by Chia Ting Ting at 16th
ISOJ
Native Advertising
Crowdsourcing
Paywalls
Revenue Diversification

Native
Advertising
noun.
Sponsored content that is
relevant to the user
experience, unintrusive, and
looks and feels similar to its
editorial environment.
It’s all about…
Influence, Trust, Content,
Creativity & Strategy.
NATIVE
ADVERTISING
ContentDelivery

NATIVE
ADVERTISING
Content
Sponsored content
Resonates with users
No hard-sell or
“buy me now” message
‘Social’ friendly
Delivery
Integrated into design
& flow naturally
Mirrors the editorial on site
Supports dynamic messaging
HTML5 powered ads
(cross channel)

Native Project I // Chinese New Year Campaign
Pullout Concept : Seasoning topics
PRODUCTION
● Native videos related to CNY
● Format:
Media Reporting, Informative &
Educational + Brand insertions
DELIVERY
desktop mobile facebook youtube
Malaysiakini (Chinese Site) KiniTV (Chinese Site)

Native Project I // Chinese New Year Campaign
Sponsored Videos produced by KiniTV
Of Spirits, Sparklers and
Shopping
Sponsored by Paradigm Shopping Mall
Reunion Dinner: Moment
of Togetherness
Sponsored by Eu Yan Sang
Remembering the
underprivileged
Sponsored by Gintell

Native Project II // World Sleep Day
Sponsored Videos produced by KiniTV
PRODUCTION
● Part I : Addressing issue of sleep
deprivation via interveiws
● Part II : Facts and stats in Malaysia
● Part III : Promote World Sleep Day +
Brand insertion
DELIVERY
mobile facebook youtube
Native Mobile
Play Video
https://www.youtube.com/watch?v=Lv7GuQahvrA
Healthy sleep
assures
healthy heart
and mind
A wake up call on “World
Sleep Day” on the
importance,
benefits and impact of
healthy sleep to life.

Native Project III // Social Hub
Pullout Concept : Seasoning topics (E.g. Parents Day)
a. Native Content
b. Delivery
c. Data Collection+ (campaign level)
d. Retargeting +
e. Always-On +

a. Native Content
• KiniTV to produce a series of
Health Info content focusing
on common senior citizen’s
diseases / Noncommunicable
Diseases (NCDs) - problem
recognition
• Topics: High Cholesterol,
Osteoarthritis, Eyes
Diseases, High Blood
Pressure, Hearing Problems
• Video Production: Media
Reporting, Informative &
Educational
• Content Type: Editorial +
Native Sponsored Content +
Advertorial

b. Delivery Amplified through native position across screen
Social Board InRead Content
Mobile Native
High visibility for Maximum exposure
Invite users to engage and interact with brand’s marketing widget
Retarget users back to social hub and extend stay time on your site
Capable to showcase various brand contents
Engage+ campaigns can be made available on mobile screens via branded mobile apps

c. Data Collection Engage users & collect insights & data
Social Hub
Demographic Data
(Gender, Age Group)
Social Data
(Shares, Likes, Rating,
Comments, Reviews)
Behavioral Data
(Log In Pattern, Actions)

d. Retargeting
Prospecting
Targeting
Retargeting
Cross sell/Upsell
Find Look Alikes
Promote Loyalty
Upper Funnel
New/Incremental Prospects
Middle Funnel
Warm Prospects
Lower
Funnel
Buyers
Customers
e. Always-On
(Based on: IPA - The Long and Short of It: Balancing Short and Long-Term Marketing Strategies)

Crowdsourcing
Letters
wrote-in by our readers
Opinions
sent-in by experts
YourSay
compiled comments & published
Crowdfunding
building.malaysiakini.com
Project “Buy a Brick”
Goal Build a new home for Malaysiakini
Reward Subscription + Advertising
Achievement 1,041 Supporters
Money raised MYR 1.65 Million (USD 450,000)

Paywalls
SUBSCRIPTIONS
• Malaysiakini introduced subscription
service since 2003 (English content), 2011
(Chinese content)
• KiniBiz introduced subscription since 2013
+ Launched Magazine on 14th
April 2015
OPPORTUNITY
• Subscribers : 250,000
• Unique Visitors : 2,500,000
• Opportunity : 10x potentiality
CHALLENGES
• Lot of competitors are offering free
content
• we are still at top #1 (comScore: Jan-Feb
2015): household name (1st
independence
media in Msia) & significant market
position

Strategy 2.0 User experience
1. Now everyone can read free & fair
news
• Must register: XX free articles a
month
• Breaking News: free for first 3
hours
→ increase visit frequency &
share rate
2. Subscription Auto-debit Plans
3. Microbuying Plans
• Credit Coupon based:
1 credit per article
credit transferable
4. Sign-in Options
• In addition to Username &
Password sign-in, we are adding
Single Sign-On.

Revenue Diversification
a. NEW AD CHARGING MODEL
b. NEXT-GEN CONTENT STRATEGY
c. NATIVE ADVERTISING Form “Regional Platform Economy”
d. TV DECODER BUSINESS Independence Online Media
KiniTV + Video Content Providers in South East Asia

Malaysiakini.com ranks #1
in Readers Time Spent amongst
all News sites in Malaysia.
(source: comScore 2014 - Feb 2015)
a. NEW AD CHARGING MODEL
➔ CPE
(Cost Per Engagement)
-launched in July 2014
➔ CPH (Cost Per Hour):
Selected ad units at
higher time spent fold
(going to launched in
July’15)
Traffic not matter to
small site, but content
quality!
Chartbeat CEO, Tony Haile
Time Spent
= Attention
= Content Quality

b. NEXT-GEN CONTENT STRATEGY (3SIXTY 3.0)
➔ What kind of content do we
want
➔ Worthwhile content mube be
Informative / Useful or
Entertaining
➔ Must also:
◆ Fit an overall theme (reader
interest & problem
recognition)
◆ Be appropriate for
appearing on MKini
◆ Bottom line: Be profitable
➔ Evolving Existing Content
➔ Background info / history of hot
topics (hudud, GST, sodomy etc)
➔ Cheat sheets
➔ Infographics
➔ Malaysia specific how-to guides. For
example,
◆ Renew your passport (sponsored
by imigresen depart)
◆ Make delicious nasi lemak
(sponsored by Tesco)
◆ Avoid traffic jams (sponsored by
Uber)
* Infotainment + Sponsorable Content

b. NEXT-GEN CONTENT STRATEGY (3SIXTY 3.0)
● Implementation Plan (Content)
i. Pictorial News ii. Poskad @Instagram

b. NEXT-GEN CONTENT STRATEGY (3SIXTY 3.0)
● Implementation Plan (Content)
iii. Cheat Sheet iv. Listicle

SUMMARY
➔ Malaysiakini's more unique features is how we have built a strong base of hardcore
supporters over the years.
➔ Unique circumstances: when we started, we were basically the only professional news outfit
in Malaysia, not in some way owned by the ruling party.
◆ There was a great demand for more independent, objective news.
➔ Over the years, we've ran into a lot of trouble with the authorities, but our readers have
time and time again come to our defense.
◆ Creates a sense among our more loyal readers that we are a community of intent, who
share a set of ideals which we are willing to fight to defend together.
◆ Our relationship with our audience has an element of shared purpose.
➔ Most popular sections, "Yoursay", a daily publication of readers' comments on our articles,
making Malaysiakini not just a news site, but a platform for citizen voices to be heard.
➔ Moving forward, we're trying to build upon that rapport with our readers, by hosting more
live events or programs at our new premises, by engaging more meaningfully with our
readers both online and offline, and by continuously upgrading our services and product
range.

Chia Ting Ting