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摘要：1971年9月9日，杂志期刊《明星》在乔治城地区槟榔屿首次出版发行。截至1976年1月3日，《明星》已经成为一个全国性的报纸读物，并在吉隆坡设立了一个办事处，1981年，为了适应不断增长的工作人员和新媒体与最新技术的融合,便将其总部从吉隆坡搬迁到当前的地址——八打灵再也。 1995年6月23日，《明星》成为马来西亚名列第一的报纸读物,亚洲万维网上位于第三。除此之外,《明星》也创造了公司历史上的一个新的里程碑，同年被列入吉隆坡证券交易所。在2000年,《明星》搬迁到八打灵再也16区17层。 2002年1月,《明星》的新印刷厂,明星媒体中心经马来西亚副首相的许可正式开放了。《明星》也有一个新的办公室和印刷厂,在槟榔屿巴六拜北部中心。

ercentage (2%) points to 55% from 52.9% in the same period in 2007, possibly in tandem with population growth of those aged 15 and above. Bahasa dailies seemed to have gained the most from the slight increase in newspaper readership, growing from 26.8% to 29.3% in the fourth quarter. English dailies saw marginal growth of 0.3 percentage point while Chinese and Tamil dailies saw a drop of 0.2 and 0.4 percentage point correspondingly. This is written by Aznita Ahmad Pharmy, Thursday, 05 March 2009, at 17:44.

Technology

On the other hand, the media industry is challenged by the rapidly changing environment, birth of new digital technologies and advertising money diverting to new media platforms on the internet. The local media industry has yet to capitalize on the full potential of the internet which will remain the fastest and the next powerful media platform, globally.

Largely driving this change is technological development but the industry is also being affected by the impact of globalization of media ownership, the phenomenal growth of the internet, and other ambient media such as outdoor, point of sale, television, bus and taxi sites.

The process of creating media strategies has become more complex and dynamic with the introduction of very highly developed software designed to optimize media selection against an unending range of criteria. There is a growing movement away from the use of simple age sex demographics for most media assumptions and an increasing appreciation of the need for a more holistic understanding of current and potential customers, including characteristics such as media usage, buyer behaviour, attitudes, lifestyles and interests.

According to Nielsen Media Index, while mainstream media continues to control the Malaysian media scene, the internet is fast catching up. There was a double growth in internet penetration which reaching up to two out of ten people compared to five years ago. The executive director for Nielsen Media Research Malaysia, Andrea Douglas said that internet will become a more important part of the media mix with its continuous growth in the market.

She added that Malaysians are decided to go on online news for faster and constant updates. This can be seen by the 35% growth in online newspaper readership over a year, reaching one million readers. Those who only read news online exclusive online newspaper readers, it grew from 55,000 to 70,000 in 2008. The index signified a 21% increase in internet users with almost four out of ten users spending one to two hours on the internet every day. Increasing internet penetration goes hand-in-hand with increased Internet usage.

However, news seekers have not abandoned the traditional medium as nine in 10 readers still obtain their news through a hard copy. Apart from more common features such as email, surfing and information gathering, the popular activities for citizen are online TV/music/games (47%), followed by message/chat/blogging (45%) and reading newspaper/magazines (35%). Within the Top 10 categories, nine categories advertised online but the spending only between less than 1% and 3% of the total budget online.

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