Optimizing Creative Digital Content Among Magazine Publishing Company in Malaysia During Pandemic Covid-19

Abstract

The Covid-19 outbreak is now spreading across the globe, leaving a trail of destruction in its wake. This study is aimed to investigate the impact of Covid-19 on the Malaysian magazine publishing industry. Thus, the publishing companies have to optimize their creative digital content through new media and consider that their potential of audiences spend several hours per day in using this media across various platforms. The objective of this research study is to identify the importance of creative digital content platforms used by the publishing company to reach their target market and to explore the magazine publisher’s main reason in creating creative digital content during Covid-19 crisis. To understand the effectiveness of creative digital content for magazine produce by the publishers, this study used a qualitative research method and conducted an in-depth interview with people/publishers/writers’ content and editorial unit. As a result, this study indicated that it is not surprising that publishing companies will consider innovative digital content as one of their digital marketing strategies, taking into account the high potential of audience would spend most of their time in using social media across various platforms. The overall results of the study showed that creative digital content development possesses a strong perceived potential to enhance user interaction across its dimensions.