Yusriana, Amida and Sunarto, Sunarto and Rimban, Luz (2022) Understanding The Pink Marketing Strategy of Magdalene Magazine. Solution in Motion Insight for Social and Political Issues in Indonesia . UNDIP Press, Semarang. ISBN 978-623-417-180-8 (Submitted)

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Abstract

Journalism is known for its discriminating way in reporting woman. Woman tends to be silent whether as
a journalist or as a reader. Online journalism has changed the game by providing equal chance for woman to voice
their stories. Magdalene is a bilingual online magazine that educates, empowers and push for a more equal society
through solution-driven journalism. They channel the voices of feminist, pluralists and progressive groups. Magdalene
is for specific readers. This research aims to understand how is the pink marketing strategy of Magdalene magazine.
This research will be discussed by using the constructivism paradigm and case study as the method. The Pink
Marketing concept will be the based theory to reveal how the strategy is conducted. Pink Marketing is defined as the
application of marketing mix elements in a way that is proportionate and compatible with women’s psyche and
lifestyle. The result of the study will be usefull to be a pink marketing sample of a specific targeted online journalism.
Keywords: Pink Marketing, Marketing, Magdalene, Online Journalism, Inclusive Journalism

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