Developing Interactive Company Magazine for ORRO Animation Studios to Boost Multimedia Startup’s Company Advertising Strategy.

The digital creative economy industry has sustained the national economic growth as a result of the technology revolution. One of powerful business sectors in digital creative economy industry is film and animation. In Malang city there is an Animation studio business named ORRO Studios which can provide several services for 2D animation production. However, ORRO Studios still has a problem in their advertising aspect to expose their work, achievements, and intellectual property. This research discusses Digital Interactive Company Magazine development as a new method for business communication tool. The digital magazine was also complemented with the printed version. Here, the company magazine can be used as a business communication tool for B2B (clients and partnerships) or B2C (targeted audience). In conducting the research, the researcher applied Design and Development research (DDR) method. There were five stages on DDR method, which are: analysis, design, development, implementation, and evaluation. The research used direct and indirect observation methods to identify ORRO's advertising problem. The research identified that ORRO, a start-up with few advertising employees, struggles to effectively present their company information to target clients and audiences. The research output was designed using several theories: McLoughlin (2003) for language use, Rothstein (2007) for page layout, Gordon (2011) and Dhokalia on Breeze (2013) for interactive features, and Conzen (2020) for printed media specifications. After development, the product was validated by language and layout design experts, receiving above-average scores of 3.95 for language and 4.00 for layout. They suggested minor revisions for misspellings, word choices, and the use of indefinite articles and prepositions. Finally, the product was tested on the sample user based on several criteria through a survey and published on social media as well as embedded it on company website. The evaluation result of the field testing shows that the sample users were mostly strongly agreed that the information and layout design was attractive. Additionally, they also agreed that the digital magazine was easy to access and the interactive feature were user-friendly. Therefore, they strongly agreed that this company magazine is effectively promoting the company brand values and sufficiently influencing the audience to recommend ORRO Studio to others.