@article{Amalia E. Maulana_2020, title={MEDIA CONSUMPTION BEHAVIOUR OF YOUNG INDONESIAN EXECUTIVES: SEARCHING FOR OPPORTUNITIES FOR CONVENTIONAL MEDIA TO EXIST}, volume={18}, url={http://mail.palarch.nl/index.php/jae/article/view/2085}, abstractNote={<p>The purpose of this study is to investigate how young executive audience interacts with both<br>conventional and contemporary media in their daily life. Although it has not played as the<br>dominant source of information and entertainment due to high competition from digital<br>media, this study found that conventional media still have a place in the life of this audience.<br>Interestingly, in situations where online media is consumed in a continuous manner, the<br>complementary of conventional media such as printed and electronic remains a necessity.<br>This research finds that it is very important for media managers to acknowledge the<br>differences in needs within a certain period or a particular moment associated with the benefit<br>sought. Through ethnography study, it revealed that difference in media choices are also<br>determined by situational behaviours such as (1) Work-driven vs. Self-driven needs; (2)<br>Passive Content Search vs. Active Content Search; (3) Speed/Urgency vs. Profoundness of<br>content; (4) Work-related vs. Lifestyle-related content; and (5) Mobile vs. Static. This finding<br>contributes in widening the perspective of conventional media managers about the way to<br>survive in an increasingly narrow market.</p>}, number={1}, journal={PalArch’s Journal of Archaeology of Egypt / Egyptology}, author={Amalia E. Maulana}, year={2020}, month={Dec.}, pages={641 - 653} }