Pemanfaatan Personal Brand Dahlan Iskan dalam Membentuk Produk Media Harian Disway. (Utilization of Dahlan Iskan's Personal Brand in Forming Disway Daily Media Products).

Akbar, Mochammad Rafly (2023) Pemanfaatan Personal Brand Dahlan Iskan dalam Membentuk Produk Media Harian Disway. (Utilization of Dahlan Iskan's Personal Brand in Forming Disway Daily Media Products). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Personal brand is the image and reputation built by individuals as a result of their experiences, knowledge, skills, values, and personal attributes demonstrated across various platforms and interactions with others. Dahlan Iskan is one of the figures in journalism who has a strong personal brand among the wider audience. Dahlan Iskan gained recognition in journalism since his remarkable achievement in reviving Jawa Pos, which was on the verge of bankruptcy in 1982. Through Dahlan Iskan's hard work and dedication to Jawa Pos, it eventually paid off. Jawa Pos, which used to produce only 6,000 copies, now reaches up to 300,000 copies daily. Dahlan Iskan was able to achieve these results within just 5 years of leading Jawa Pos. Currently, Dahlan Iskan has moved on from Jawa Pos and created his own media outlet, Harian Disway. Harian Disway was established on July 4, 2020. Initially, Harian Disway was a print media that did not want to be referred to as a newspaper, due to the current societal stigma that considers newspapers as obsolete. Thus, Harian Disway was created in a magazine-like format. The products produced by Harian Disway are influenced by Dahlan Iskan's personal brand. From journalistic style, relationships, to market segmentation, they all follow Dahlan Iskan's lead. Harian Disway faces its own challenges in innovating its products, from transforming its printing system into e-paper to developing social media content to reach online audiences. While the form and innovation of the products may evolve, Dahlan Iskan's journalistic style will remain intertwined with Harian Disway. Keywords: Personal brand, Dahlan Iskan, Harian Disway, media products.

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