INMA 30 Under 30: Devina Heriyanto of Project Multatuli

By Paula Felps

INMA

Nashville, Tennessee, United States

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In October, INMA awarded 30 young professionals around the world with its third “30 Under 30” award as part of its Young Professionals Initiative. This is the third in a series of 30 features about the impressive rising media stars who are shaping our industry.

As membership manager at Project Multatuli, the first membership-focused media company in Indonesia, Devina is part of a team working to restore public trust in media. As if that wasn’t a big enough goal, her individual role is to increase the share of reader revenue to provide the organisation’s income stream. 

In addition to being part of a team working to restore public trust in media, Devina Heriyanto is working to increase reader revenue for Project Multatuli’s income stream.
In addition to being part of a team working to restore public trust in media, Devina Heriyanto is working to increase reader revenue for Project Multatuli’s income stream.

Just nine months after launching the membership programme, she had acquired more than 1,000 members, and their fees covered, on average, about 12% of the total monthly expenses. “To put this in perspective, Reuters Institute in 2022 revealed that only 18% of Indonesians were willing to pay for online news, and around two in three Indonesians thought that the media was under either political or business influence,” she said.

Devina is determined to change the perception of the news media in Indonesia, as well as create a thriving business model.

“We can create impact through our reporting, become a model on how media can gain readers’ trust and financial support, as well as holding power accountable by siding with the public,” she said. “Because I believe in what we do at Project Multatuli.”

About Paula Felps

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