Newztube - The online media landscape is being reshaped as search engine algorithms evolve rapidly. During the Forum Radio Summit 2025 in Jakarta, Mediakaya CTO Idham Arifin outlined how publishers must rethink their business strategies to stay relevant.He began by highlighting a familiar case: Pikiran Rakyat. Once confident that producing 200 articles a month was enough, the outlet now finds that such a volume no longer meets the demands of the new algorithm environment. “The era of producing only a small number of articles per day is over,” Idham said.To adapt, Mediakaya ran multiple production trials. They started with one article every hour (24 per day), then tried scaling up to 48. Eventually, they determined that 40 articles a day is the optimal pace for growth and sustainability.

Building a Library of 10,000 Evergreen Articles

This aggressive publishing schedule is designed to help each website reach 10,000 evergreen articles, a threshold Idham believes will generate steady long-term traffic and passive revenue through programmatic advertising.A real-world example comes from Radio Suara Surabaya. By integrating interns into the newsroom, they consistently surpass 40 articles a day, allowing their content library to grow rapidly.

Transparency as a Competitive Advantage

Idham emphasized that Mediakaya differentiates itself from many foreign ad tech companies through complete transparency. He criticized the use of custom dashboards that can modify key metrics such as impressions, revenue values, or RPM.At Mediakaya, media partners receive direct access to unaltered data. “No fabricated reports, no filtered numbers,” Idham stressed.

Turning Radio Broadcasters into Digital Storytellers

He also identified untapped potential within traditional radio stations. Many broadcasts are restricted by tight time slots, often preventing presenters from delivering complete information. Idham illustrated this with examples of political commentary cut short or incomplete traffic reports, such as congestion in Sudirman without specifying which section is affected.Through digital articles and relevant photos, radio stations can expand these stories, offering more detail and increasing user engagement--which translates to more monetization opportunities.

Data-Guided Monetization and Relevance

Mediakaya uses performance analytics to advise partners on content strategies. Idham provided a concrete example: batik-related stories in Pekalongan typically perform best on Thursdays at 5 PM. In such cases, Mediakaya encourages partners to prepare multiple articles tailored for that time slot.Programmatic revenue flows through two main channels: RPM-based ads and high-CPC advertising. Relevance plays a crucial role. In Surabaya, outlets strong in traffic reporting attract automotive brands because the audience aligns naturally with the advertisers’ interests.Idham envisions a collaborative ecosystem where successful media strategies can be replicated across different partners, enabling collective and sustainable growth.