When William and I founded this company back in 8th June 2014, we started with a goal – we wanted to bring positive impacts to Millennials and Gen Z through content. As Millennials and Gen Z enter the mobile space and consume content via social media, we saw a shift in the media landscape. Millennials rarely read newspapers or watch television. They spend most of their time online; using social media and messaging apps. These are the reasons why we created IDN Media. We want to build a media company for the future.
IDN Media was established with the vision to be the voice of Millennials and Gen Z. We want to make this world a better place through content. We currently operate 2 digital media: IDN Times and Popbela.com; a video production house: IDN TV; a creative digital agency: IDN Creative; an event agency: IDN Event; a creator marketing agency: IDN Creator Network; and a cooking video portal, Yummy. Through our products, William and I want IDN Media to become a 100+ years old sustainable media company that was born from the digital revolution.
We strongly believe that mobile, multi-platform, and interactive content are the next (now) big things. Most of our readers access our content via mobile, and since our mobile traffic has grown rapidly in recent years, we have shifted our internal focus to be a mobile-first company. Besides mobile, multi-platform is the key for a media company. We can no longer rely on a single platform (website) to attract readers. We cannot force them to go to our site to enjoy our content. If they want to consume our content via Facebook or Instagram or LINE, let them be. We are the one who should make the adjustment; not them. We should create content on the platforms they prefer. We have to be everywhere. Not only online, but we also have to be present offline. This is why we create innovative and cutting-edge events for Millennials and Gen Z through IDN Event. Lastly, our content has to be interactive. We have to be able to engage our readers and make them actively interact with our content. It is not a 1-way street; it is a 2-way street.
People often ask me, “What is your secret to creating viral content?” I would always answer that there is no single formula for a successful content. The only way to know that you are on the right track is by putting your readers and audience as your main priority. Not the revenue, but the readers. When we take care of our readers, our revenue will take care of itself. Despite the massive traffic that we have developed, we still make a lot of mistakes. Lots of them. Through mistakes, we can experiment many things and gain new perspectives. We embrace failures. We execute ideas very fast. We know that in order to achieve greatness, we should continue learning, moving fast, innovating, working hard, and more importantly, be humble and kind.
We are blessed to be surrounded by so many kind-hearted, brilliant, and passionate team members. From our early hires and team leaders, to new hires and interns, they all are exemplary individuals who possess a common goal, that is to make positive changes in today’s world. They are the reasons why IDN Media could become what it is today They are the reasons why we have such a great culture. In terms of hiring, we don’t hire people based on a certain label. We hire individuals. Because none of their background matters. Great attitude, strong work ethic, and passion matter. Not their race, religion, or gender. Diversity is our core value and we will always embrace it. We want IDN Media to not only become the biggest media company in the region, but also the best workplace. We will do every necessary step to make it happen. That is why our team is our number one priority.
From its beginnings with just two people, IDN Media now has an awesome team of over 110 people (or as we call them “Timmy). From operating in a tiny 2x3 flat room, we are currently working comfortably in two offices (or as we call them “Creative Labs”) in Surabaya and Jakarta. From less than 100 monthly readers, we now have a loyal readership of more than 40 million smart Millennials and Gen Z per month. And this is just the beginning for us. We are still far from our dreams. One thing for sure: we will keep working hard, moving fast, innovating, and giving our best to achieve our ultimate goal: to be the Voice of Millennials and Gen Z.
Winston & William