Dual Transformation in Print Media Case Study of Adiluhung Magazine

This research helps Adiluhung Magazine to do dual transformation strategy so they can compete in this industry and reached the new segmentation. The problem of uneven distribution of the magazines, resulting in a decrease in the number of advertisers, which influences the revenue streams. Another problem is they have unreached segmentation of customers, which is generation Y and Z. There is no other research that discusses dual transformation based on the Digital Maturity Model (DMM) applied to the project. This research using a questionnaire based on DMM’s to get feedback from customers and employees to measure the company's current stage. Then using focus group discussions and interviews with top management and customer for validation, to know the current stage and determine the future stage, that can find the gap and can be filled with initiative to achieve the future state