Malaysiakini, established as one of Malaysia’s first digital-only news sites during the tightly controlled media environment of 1999, has been at the forefront of the digital journalism revolution in the region. 

Founded by two activists-turned-journalists, Malaysiakini was driven by the mission to provide uncensored news, leveraging the then newly guaranteed freedom of the Internet by the Malaysian government. This innovative platform quickly adopted a digital subscription model, becoming a pioneer in data-driven journalism.

Seenhau Tham, head of operations at Malaysiakini, shared the organisation’s journey and its strategic use of data at the INMA’s Asia/Pacific News Media Summit. Tham outlined how, from simple e-mail collection over two decades ago to sophisticated real-time analytics today, data has been central to shaping editorial and business decisions at Malaysiakini.

Data + language-focused audience strategy

The site has expanded to include multiple languages and has continuously adapted its content strategy to meet the diverse needs of its audience, with some sections behind a paywall to drive subscriptions.

In the early days of Malaysiakini, the focus on data was rudimentary but foundational. Tham explained: “It started because we had a subscription model 23 years ago, and back then the only thing we knew to do with data was people’s e-mails.” 

This initial collection effort laid the groundwork for what has become a substantial database, now boasting over half a million e-mails.

As Malaysiakini matured, it strategically expanded its content offerings to cater to Malaysia’s multilingual audience, introducing articles in Malay, Chinese, and Tamil. Tham noted the targeted approach to content accessibility: “Among the four languages that we publish in, the Chinese and the English sites are behind a paywall while the Malay and Tamil sites are free to access.” 

This segmentation was not arbitrary but a strategic maneuver to enhance subscription numbers while serving the community’s diverse informational needs.

The leap to more advanced analytics came with the rise of social media and the availability of tools like Google Analytics, which provided insights into real-time engagement and content popularity. Tham highlighted the transformative impact of these tools: “Google Analytics suddenly allowed us to see in real time what sort of stories are relevant and most popular among our readers.”

In-house data tools

A significant advancement in Malaysiakin’s data utilisation came in 2019 with the development of in-house tools. These tools enabled the team to connect the dots between content popularity and subscriber behaviour more effectively.

Tham described the integration of these tools as a turning point: 

“With that tool that we have, we started to look into things such as recency of people revisiting us, frequency of them doing that, what is their past behaviour, and most importantly, what are the stories that convert the most in terms of subscription.” 

This capability significantly enhanced their strategy, allowing for more tailored content and marketing strategies that improved both retention and conversion rates.

Data + election coverage

Malaysiakini’s election coverage stands out for its sophisticated, data-driven approach that not only educates but also engages its audience. Tham proudly detailed their method:

“We are especially known for visualising and analysing data during elections … . If you go to our site, you can select which state you are in and then which parliamentary seat you are interested in and look at the voting trend of the people in that particular seat.”

This interactive toolset allows Malaysiakini to inform the public accurately and timely, even calling race outcomes ahead of competitors.

The role of data at Malaysiakini transcends mere number crunching, deeply influencing editorial decisions that shape the outlet’s bold and critical reporting style.

Tham reflected on the broader impact of data on journalism: “Data also shows that among all the news brands in Malaysia, Malaysiakini has the most loyal and sticky readers.” This insight drives their commitment to impactful journalism that not only draws readers in but keeps them engaged.

During election periods, Malaysiakini adopts a strategic paywall management approach to enhance accessibility and engagement. Tham explained the rationale behind lifting the paywall during these critical times.

“Providing news and views that matter to the people is a part of our mission … . That’s why during election time, we provide free content but also use this opportunity to collect emails and engage new users.”

This approach not only supports an informed electorate but also allows Malaysiakini to gather valuable data to refine future content and marketing strategies.

Data + pandemic coverage

During the COVID-19 pandemic, Malaysiakini leveraged its data capabilities to provide critical information and insights to the public. Tham highlighted the significance of their pioneering efforts:

“We were the first in the country to come up with a tracker that provides very detailed reporting, visualising data to tell people what are the areas in the country you should avoid or what are the areas with the highest number of cases that you can identify as high-risk areas.”

This proactive approach was part of Malaysiakini’s broader strategy to use data-driven journalism as a tool for public education and safety. By analysing and presenting up-to-date information on virus spread and safety measures, Malaysiakini played a crucial role in informing the public during a time of global crisis. 

Tham reflected on the impact: “We are playing that role of informing people on matters of news and views that matter to them, especially in a time of crisis like that.”

This commitment to timely and factual reporting helped solidify Malaysiakini’s position as a trusted source for vital health information amidst the pandemic.

Data strategy insights

Tham consolidated the key insights gleaned from years of data-driven operations at Malaysiakini, integrating strategies that have proven essential in fostering growth and sustainability in the subscription-based business model.

Tham underscored the critical importance of selecting the right metrics, a lesson born from navigating an overwhelming sea of data: “You have to decide what sort of metrics you want to use to fit your purpose,” she advised. 

This strategic selection allows Malaysiakini to efficiently align their data analysis efforts with specific operational goals, ensuring that they are not swamped by irrelevancies but focused on actionable insights.

Tham also stressed the importance of understanding and categorising the audience to tailor content and marketing efforts effectively. “Segmentise and target your users,” she instructed, illustrating how Malaysiakini employs personalisation in user experiences and offers to enhance engagement and subscriber satisfaction.

Understanding and responding to user behaviours is also a cornerstone of Malaysiakini’s strategy: “Know your users’ behaviours, understand their tastes,” Tham advised, underscoring the need to grasp audience preferences to better serve them, which in turn, influences content strategies and subscription models.

Lastly, focusing on subscriber retention rather than acquisition is a more efficient approach in the subscription business, according to Tham. She explained, “For a subscription business, churn reduction is easier than new acquisition.” This strategy focuses on keeping existing customers engaged and subscribed, which is less costly and more sustainable than constantly seeking new subscribers.

Through these strategic focuses, Malaysiakini not only enhances its operational effectiveness but also fortifies its financial foundation, ensuring its position as a leader in digital journalism in Malaysia. These insights, distilled from years of frontline experience, highlight the indispensable role of targeted data application in modern media environments.

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