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Online mass media are increasingly mushrooming with various segments, forms, and quality of content. It's so easy to build an online mass media so that many suddenly become journalists, even editor in chief. There are also many complaints from sources regarding the quality of online media. The Press Council in Indonesia has issued regulations on media company standards and online media reporting standards that must be complied with.

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Searching for news and information from online media is easy ‘cause it can be done anywhere and anytime, as far as available internet networks. Such convenience is also the price that must be paid by the reader, besides eye health, also the number of advertising traps often makes the reader uncomfortable.

Why is it called an advertising trap? Because readers do not want to read and access these advertisements, both photos and videos. However, when the cursor passes the ad, suddenly it has entered the ad and the reader must close it again. This requires time and money.

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Another annoyance is that the advertisement covers the headlines that force the reader to see the ad. When you want to close the advertising content, the reader must look for a cross that is usually very small and hidden. Wrong and wrong, the reader must go further in the ad trap.

The traps of advertisements do disturb readers' comfort on the one hand. This is different from the print media which makes the reader able to choose advertisements that they want to consume or advertisements that want to be ignored, there are no mines like in online media. For certain readers, this advertising trap makes them immediately close the content, especially if the news is not very important.

However, it must also be realized that mass media grew out of advertising. They cover operational needs, pay salaries of employees and journalists, from advertisements.

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An online media leader said, he understood the readers' inconvenience when there was a spread of advertisements covering the news. But, without these advertisements, the media also cannot provide quality, fast, and credible news.

It's just that, in this case a middle ground must be taken. Reader comfort is important, advertising is also important. Both must make peace.

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Image source: 1, 2, 3, 4

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INDONESIA

Jebakan Iklan di Media Online

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Media massa online kini semakin menjamur dengan berbagai segmen, bentuk, dan kualitas konten. Begitu mudahnya membangun sebuah media massa online sehingga banyak yang tiba-tiba menjadi wartawan, bahkan pemimpin redaksi. Banyak juga keluhan dari narasumber mengenai kualitas media online. Dewan Pers sudah menerbitkan peraturan tentang standar perusahaan media dan standar pemberitaan media online yang wajib dipatuhi.

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Mencari berita dan informasi dari media online memang mudah karena bisa dilakukan di mana saja dan kapan saja, sejauh tersedia jaringan internet. Kemudahan seperti itu juga ada harga yang harus dibayar pembaca, selain kesehatan mata, juga banyaknya jebakan iklan sering membuat pembaca tidak nyaman.

Kenapa disebut jebakan iklan? Sebab pembaca tidak ingin membaca dan mengakses iklan tersebut, baik foto maupun video. Namun, ketika kursor melewati iklan tersebut, tiba-tiba sudah masuk ke iklan dan pembaca harus menutupnya kembali. Ini membutuhkan waktu dan biaya.

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Gangguan lain adalah iklan menutupi berita utama yang memaksa pembaca harus melihat iklan tersebut. Ketika mau menutup konten iklan, pembaca harus mencari tanda silang yang biasanya sangat kecil dan tersembunyi. Salah-salah, pembaca harus masuk lebih jauh dalam jebakan iklan.

Jebakan iklan memang menganggu kenyamanan pembaca di satu sisi. Ini berbeda dengan media cetak yang membuat pembaca bisa memilih iklan yang ingin dikonsumsi atau iklan yang ingin diabaikan saja, tidak ada ranjau seperti di media online. Bagi pembaca tertentu, jebakan iklan ini membuat mereka langsung menutup konten, terutama bila berita tersebut tidak terlalu penting.

Namun, harus disadari pula bahwa media massa tumbuh dari iklan. Mereka menutupi kebutuhan operasional, membayar gaji karyawan dan wartawan, dari iklan.

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Seorang pimpinan media online menyebutkan, dia memahami ketidaknyaman pembaca ketika ada tebaran iklan yang menutupi berita. Tapi, tanpa iklan tersebut, media juga tidak bisa menyajikan berita yang berkualitas, cepat, dan kredibel.

Hanya saja, dalam kasus ini harus diambil jalan tengah. Kenyamanan pembaca memang penting, iklan juga penting. Keduanya harus berdamai.

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