Mysticism magazines sell like hotcakes
Muninggar Sri Saraswati, The Jakarta Post, Jakarta
Mysticism is more interesting than politics or economics. At least, that is the impression created by the sale of magazines and tabloids on the street.
Suparno, a vendor on Jl. Gajah Mada, Central Jakarta, claimed that he could sell more than 20 mysticism magazines and tabloids per week, compared with fewer than 10 on politics. Sales of economics magazines and tabloids were fewer still.
"Most of my consumers prefer mysticism media to other types. The buyers come from all walks of life -- from drivers to bank employees," he claimed.
More than 30 different print media titles are available on his stand.
Harlan, who looked neat dressed in shirt and tie, said that he sometimes bought a weekly mysticism magazine just for amusement.
"It's fun to read the articles and advertisements," said the employee of a private company in Glodok.
He denied that he believed in mysticism. However, he admitted that he bought the magazines, "as a reference whenever I face mystical problems."
In fact, such media play an important part in the development of psychics' business nowadays. "Modern psychics" need the media to boost their image. Some use the print media or even the Internet to advertise their services.
The trend started in 1998 when the government simplified startup procedures for the mass media. To date, there are more than 700 printed publications on a variety of subjects.
The media on mysticism has apparently created its own market despite tough competition. Leading mysticism magazine Liberty can sell up to 100,000 copies per edition, compared with Tempo political weekly's 105,000 copies, Femina women's magazine about 150,000 copies) and Swasembada economics magazine about 50,000 copies.
Liberty, owned by Jawa Pos group, allocates about half of its pages to advertisements placed by psychics offering their services.
Editor of biweekly Wahana Mistis Nano Sutikno, acknowledged the tough competition between the mysticism media. However, the magazine had been able to sell about 55,000 copies per issue for two years.
"Most of our readers are middle- to lower-income people," he said.
"Some educated people would be ashamed to be seen carrying a mysticism magazine, but they'd later borrow one from their maid or driver," he added.
Wahana Mistis only allocates about 10 percent of its pages to advertisements. Most of its pages carry articles on mysticism.
"We are optimistic that people will continue to be interested in mysticism magazines, no matter how trendy such people may be," Nano remarked.
The attractions of the mysticism media have persuaded Liberty to change its contents in 1998. The magazine, which used to present general articles on various issues, now focuses on mysticism.
With advertisers who are mostly psychics, Liberty can now sell more than 100,000 copies per issue, according to chief editor Afrianto. Formerly, it could sell only much less than that.