Hadi Ismanto

All about a new youthful aesthetic from New Media Folder to refresh the media scene in Indonesia

Manual Jakarta, The Third Company and MALT Studio are creative and daring with their solutions in communications. Behind them is Hadi Ismanto, an eclectic youth of refined taste that has won the heart of the burgeoning millennials in Jakarta. With a degree from Melbourne University and certification in theology, Hadi Ismanto is an idealist figure in the Indonesian media world. Although his dream to be a VJ had fallen through, today, Ismanto is the CEO of New Media Folder, building a niche media for millennials in Indonesia.

I faced a lot of rejections. In the first year as a pioneer in this new media market, we had nothing to show as a mock-up, and even our website still said “coming soon”; we struggled to gain the trust of partners and advertisers. What helped us was our business card, which was designed and printed in Australia. Its aesthetic caught the attention and earned the trust of our potential because they are in line with our value. As such, it was a huge honour when key opinion leaders promoted us in the industry.

Offline media is now the new luxury since we have started to use online platforms as our medium.

We are fully aware that on an online platform, people want it short and easy to digest. As such, we create printed books. People value the paper, the story behind what we are reviewing and the aesthetic of the graphics. These days, eloquent emails do not have the same feeling compared to handwritten letters; to receive an album on vinyl is also much appreciated than a Spotify playlist as a gift. Tangible goods are a new form of luxury.

3Cs: competence, character and chemistry; these are the key points I look for in new hires. There are many competent people out there, but those eager to work hard in the media are not many. I also have to find someone who has good chemistry with our team. My working family is like a second home, so I cherish them very much.

Reputation is difficult to maintain, even more so compared to money. In the media, there is standard and credibility to build and maintain. People will buy your product or service when they hear of your good reputation. This work involves a lot of effort and, once it is down, you cannot even earn it back with money.