PERAN MEDIA CETAK DAN DIGITAL HARIAN WASPADA MEDAN DALAM DISEMINASI INFORMASI BAGI KEPENTINGAN PUBLIK - Delia Erwanto; Yani Mahara; Wulan Sari Gultom; Muhammad Syukri; Idhea Lisa Putri (CV Widina Media Utama, 2026)
Advances in information technology have shifted public information consumption patterns from print media to digital platforms, requiring mass media organizations to adapt in order to maintain their role in disseminating information for the public interest. This study aims to analyze the roles of Harian Waspada Medan’s print and digital media in public information dissemination and to identify its dissemination strategies using the 4P approach (product, place, promotion, and price). A qualitative descriptive method was employed, with data collected through observation, documentation, and literature review of both print and digital platforms. The findings indicate that digital media accelerates real-time information dissemination and broadens audience reach, while print media remains a highly credible source due to its rigorous editorial process. In conclusion, the integration of print and digital media through a media convergence strategy enhances the effectiveness of public information dissemination while supporting media sustainability in the digital era. ABSTRAKPerkembangan teknologi informasi telah mengubah pola konsumsi informasi masyarakat dari media cetak ke media digital sehingga media massa perlu beradaptasi untuk tetap menjalankan fungsi diseminasi informasi bagi kepentingan publik. Penelitian ini bertujuan menganalisis peran media cetak dan media digital Harian Waspada Medan dalam diseminasi informasi publik serta mengidentifikasi strategi diseminasi informasi melalui pendekatan 4P (product, place, promotion, dan price). Penelitian menggunakan metode deskriptif kualitatif dengan teknik observasi, dokumentasi, dan studi literatur terhadap media cetak serta platform digital Harian Waspada Medan. Hasil penelitian menunjukkan bahwa media digital mempercepat penyebaran informasi secara real-time dan memperluas jangkauan audiens, sedangkan media cetak tetap menjadi sumber informasi yang kredibel melalui proses editorial yang ketat. Kesimpulannya, integrasi media cetak dan digital melalui strategi konvergensi media meningkatkan efektivitas diseminasi informasi publik sekaligus mendukung keberlanjutan media di era digital.