Kedaulatan Rakyat’s Daily Survival Strategies in The Siege of Digital Media

Print media in the form of daily newspapers face a serious challenge with presence digital media. A number print organisations stopped publishing between 2005 and 2018. The challenges became more severe when Covid-19 virus pandemic was declared to have existed Indonesia since March 2020. This economic study investigates survival strategies Kedaulatan Rakyat newspaper. As oldest newspaper accompanying birth Republic 1945, office, based city Yogyakarta, has experienced difficulties such as decline readers, especially millennials. In addition, acquisition national advertising also fell by 75% while new/mini advertisements around 50%. author applied qualitative methods extract data from in-depth interviews two editors, directors one marketing communication officer. results show several implemented, including increasing intensifying advertorials, holding events, reducing pages. desire owner safeguard family heritage plays an important role maintaining continuity publication credibility paper. Keywords: Media economy, strategies, newspaper, Covid-19, Indonesia.