Tempo Media in Indonesia has faced intimidation and cyberattacks, but instead of weakening the newsroom, the threats fueled civic support and new revenue.

The experience shows how public solidarity can be transformed into sustainable subscriptions for independent journalism, according to Fadhli Sofyan, head of digital optimisation.

On March 19, 2024, the independent media newsroom received a suspicious package. Days later, staff discovered the severed head of a pig, followed by six dead rats delivered to their offices, he said during the recent INMA Asia/Pacific News Media Summit.

Reporters became targets of online harassment, including doxing and coordinated cyberattacks on Tempo’s Web site. Sofyan recalled the shock inside the newsroom. 

“This was not fiction. Someone was trying to silence journalism. I think whoever was behind it wanted to intimidate us, but instead something else happened.”

The newsroom launched a campaign that linked civic activism to financial support.

The strategy had three components: crisis management, audience engagement, and growth experience. The campaign’s landing page presented Tempo’s awards, partnerships, and certifications to reinforce credibility.

It also explained why public support matters. The messaging connected directly to Tempo’s investigative reporting, which often places the newsroom in conflict with powerful interests. 

Sofyan said the campaign intentionally tapped into emotion before moving to conversion: “We used emotional marketing for acquisition. We turned public voices of support into content and amplified solidarity. That’s a brand value we cannot buy.”

Tempo also integrated audience data into its outreach. The newsroom segmented newsletters by user behaviour: loyal readers, at-risk subscribers, and readers who opened e-mails but had not subscribed.

The goal was to personalise content and show readers they were partners in sustaining journalism.

“We told them clearly: We are not afraid of terror, and our readers are our allies,” Sofyan said. “You are not only a reader. You can be part of this civic movement by subscribing.”

This strategy combined the limbic model of emotional engagement with practical onboarding tools. Customised landing pages simplified the subscription process and made payment easier. Podcast episodes and social media posts reinforced the same message, asking audiences to support independent journalism directly.

The campaign produced measurable growth. Tempo reported a 96% increase in new users, a 30% rise in renewals, and a 20% increase in overall subscriptions.

The momentum proved civic energy could become a financial engine for journalism.

“Civic support can become our fuel,” Sofyan said. “It can become sustainability for independent journalism.”

Sofyan shared three lessons from the experience:

• Threats can be reframed as opportunities. 

• In an age of artificial intelligence and content overload, differentiation is survival.

• Engagement becomes revenue only when it is anchored in shared values.

Sofyan highlighted how this philosophy guided their response.

“Tempo was attacked because of the truth we told,” he said. “But instead of silence, we heard thousands stand with us.”

Despite the success, Sofyan acknowledged the challenges of sustaining growth. Subscription spikes after crises can be followed by drop-offs.

The newsroom is preparing new campaigns to maintain engagement over the long term. The journey continues, Sofyan said.

“After the terror, acquisition fell again. But we ran creative campaigns that reminded people they subscribe because of our values, not only our content,” he explained. “We told the public: We work for you, so please support us. Be our ally.”

As Tempo plans its next steps, the newsroom continues to test emotional marketing, data segmentation, and user-centered design.

The broader lesson is that audience engagement and revenue are not separate from civic activism. Instead, they can reinforce one another in defense of press freedom.

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