The most sought-after skill in the global media industry right now is undoubtedly the ability to monetise news and keep news outlets afloat.
Despite a recent restructuring, Malaysiakini’s operations remain robust, due to our diversified revenue streams, including reader subscriptions, programmatic advertising, premium ad placements, event planning, and content creation.
FG Media, Malaysiakini Group’s digital marketing subsidiary, contributes significantly to such success.
At the helm of FG Media is Chia Ting Ting.
Always impeccably dressed and energetically pitching her newest projects, Chia’s infectious enthusiasm and ability to connect with people have been driving Malaysiakini’s digital marketing business.
Since joining Malaysiakini in 2008, Chia has risen from an entry-level associate to the CEO of FG Media, leading a team of over 20 people.
“I was drawn to Malaysiakini because its mission aligned perfectly with my values of nation-building and delivering meaningful news to Malaysians,” she shared.
Industry pressures
It is difficult for outsiders to understand how challenging it is to secure business deals for an independent media outlet like Malaysiakini.
We are one of the very few local news organisations where the sales department does not intervene in the operations of the editorial team in any way, while all paid content is clearly labelled.
Over lunches with colleagues, Chia occasionally expressed frustration with the pressures facing the industry. She would recount instances where other media outlets had compromised their editorial integrity to appease advertisers, such as pulling stories or publishing sponsored content without proper labelling.
In fact, on several occasions – including recently – FG Media’s clients had cancelled signed deals after being irked by Malaysiakini’s reporting.
Despite these challenges, FG Media has never stepped into the editorial operations.
Chia’s outstanding leadership and execution have propelled FG Media to become a highly regarded player in the industry today, delivering exceptional value to its clients.
Impossible task
But when she first joined Malaysiakini 16 years ago, securing business was an almost impossible task.
Malaysiakini was still a rock-and-roll digital-only platform in an era dominated by print media and a general lack of understanding about digital advertising.
The then government also saw Malaysiakini as a pain in the neck, frequently raiding its office. Almost no business wanted to align itself with a defiant media.
Despite these unfavourable conditions, Chia managed to secure advertisers for Malaysiakini.
In 2017, when the government of the day was still hostile towards Malaysiakini, FG Media started securing advertising contracts from government agencies, a significant achievement.
“We always manage to create unique value for our clients by identifying opportunities in adversity. We leveraged on innovation, perseverance, and belief,” she said.
No longer controversial
Today, Malaysiakini is no longer a controversial brand, and FG Media has evolved into a diversified digital marketing company that is highly regarded in the industry, locally and internationally.
“Clients can buy digital, print, and even outdoor advertising space for all media outlets through FG Media. We also have a full range of digital marketing services, including copywriting, content creation, video production, event planning, user surveys, and more,” said Chia.
She said that in the ever-changing market, a business must constantly evolve to survive.
For example, despite a lack of experience, FG Media boldly launched Kini Events, an events-planning team, six years ago. Within just one year, they successfully organised a concert, a run, forums, and a debate.
The challenges were so immense that Chia, who was always ready to face any challenge, once broke down and cried.
However, six years later, after wiping away her tears, Kini Events has become a core team within FG Media, effortlessly handling events of all sizes.
Growth plans
Looking forward, FG Media has ambitious plans for growth. As the digital ecosystem becomes increasingly cookieless, FG Media has already built an impressive user database, providing audience segmentation and targeting services to clients.
In recent years, it has also developed exclusive, high-quality, and brand-safe IPs, including the annual technology awards Top In Tech, the annual Youth Parliamentary Debathon, and Kinihalal, a 360 IP about halal economies.
“To face future challenges, we need to maintain a keen sense of insight and constantly adapt to survive the intense competition,” Chia said.
Malaysiakini has stood for 25 years, not only because we have world-class journalists but also thanks to an excellent team of quiet achievers behind the scenes, especially those from the technical and sales teams.
This article is dedicated to all of them.
Thank you for keeping Malaysiakini’s independent media journey going.
Tham Seen Hau is the Head of Operations of Malaysiakini.
Contact us at +60 17-323 0707 to be our lifetime subscriber, or subscribe to Malaysiakini today to save 25 percent. You can also gift our subscription to a friend. Alternatively, send your donation here.
This post was originally published on here
