PENERBITAN MAJALAH HIBURAN BERBAHASA MELAYU DI MALAYSIA: KAJIAN TERHADAP TREND SIRKULASI DAN PERIKLANAN 1998-2010.

The Malay-language entertainment magazine publishing played a large role in determining the survival continuity of publishing company in Malaysia. Media Guide 2010 report shows the sector contributed RM10.2 million or 31 per cent of the total circulation of Malay-language magazines. Revenue from advertising amounted to RM27.7 million or 33 percent of all the Malaylanguage magazine reported in 2010. However, circulation and advertising trends actually showed a decline of more than 50 percent compared to year 2000. This scenario raises a question as to what direction the form of content, circulation and advertising practiced by magazine publishing company over the past 10 years is heading. This, coupled with the existence of new media puts more pressure on publishers to continue defending their position in an increasingly challenging industry environment. This article will discuss on the survival of the entertainment magazine publishing industry and to identify the cause of decline in the circulation and advertising revenue in Malaysia.