Founders’ Letter

When William and I founded this company back in 8th June 2014, we started with a goal – we wanted to bring positive impacts to Millennials and Gen Z through content. As Millennials and Gen Z enter the mobile space and consume content via social media, we saw a fundamental shift in the media landscape. Millennials rarely read newspapers or watch television. They spend most of their time online; using social media and messaging apps. These are the reasons why we created IDN Media. We want to build a media company for the future.

IDN Media was established with the vision to be the voice of Millennials and Gen Z. We want to make this world a better place through content. We currently operate 4 digital media: IDN Times,,, and Yummy; a creative digital agency: IDN Creative; an event agency: IDN Event; and a creator marketing agency: IDN Creator Network.

We strongly believe that mobile, multi-platform, and interactive content are the next (now) big things. Most of our readers access our content via mobile, and since our mobile traffic has grown rapidly in recent years, we have shifted our internal focus to be a mobile-first company. Besides mobile, multi-platform is the key for a media company. We can no longer rely on a single platform (website or apps) to attract readers. We cannot force them to go to our site or apps to enjoy our content. If they want to consume our content via Facebook or Instagram or other social media/messaging apps, let them be. We are the one who should make the adjustment; not them. We should create content on the platforms they prefer. We have to be everywhere. Not only online, but we also have to be present offline. This is why we create innovative and cutting-edge events for Millennials and Gen Z through IDN Event. Lastly, our content has to be interactive. We have to be able to engage our readers and make them actively interact with our content. It is not a 1-way street; it is a 2-way street. more

In terms of values, we have 7 values that we believe in IDN Media: gender equality, unity in different races and ethnicities, unity in different religions, anti sexual harassment, anti bullying, anti stereotyping, and redefining beauty. These 7 values are what we genuinely believe and are fighting for in order to bring positive impacts to the society.

Since the beginning, William and I want IDN Media to become a 100+ years old sustainable media company that was born from the digital revolution. In order to achieve this, there are 3 core mindsets that we feel are very important. First, focus and speed. It’s all about focusing on things that really matter and executing at a very rapid pace. Second, customer-obsessed culture. There are 5 customers in IDN Media: Timmy, Audience/Readers, Clients/Advertisers, Partners, and Investors. Understanding that customers will never ever be perfectly happy and satisfied, we have to keep focusing our business and efforts on our customers and improving ourselves every single day to make our customers happier and more satisfied. In the end, having a customer-obsessed culture is the only way to build a sustainable company. Third, work hard, be kind to one another, amazing things will happen. I always believe that working very hard is the key to everything. It will never ever betray you. Let's combine our strong work ethic with being kind to one another. Let's not hurt each other while we are working hard toward our mission. Let's keep being humble and show humility to others. The moment we think we are winning is the moment we are losing. Thus, let's work hard and be kind to one another. I'm sure amazing things will happen.

We are blessed to be surrounded by so many kind-hearted, brilliant, and passionate Timmys. From our early hires to team leaders, from our new hires to interns, they all are exemplary individuals who possess a common goal, that is to make positive impacts in today’s world. They are the reasons why IDN Media could become what it is today They are the reasons why we have such a great culture. In terms of hiring, we don’t hire people based on a certain label. We hire individuals. Because none of their background matters. Great attitude, strong work ethic, and passion matter. Not their race, religion, gender, or sexual orientation. Diversity is our core value and we will always embrace it. We want IDN Media to not only become the biggest media company in the region, but also the best workplace. We will do every necessary step to make it happen. That is why Timmy is our number one priority.

From its beginnings with just two people, IDN Media now has an awesome team of over 150 Timmys. From operating in a tiny 2x3 flat room, we are currently working comfortably in two offices (or as we call them “Creative Labs”) in Surabaya and Jakarta. From less than 100 monthly readers, we now have a loyal readership of more than 42 million smart Millennials and Gen Z per month. And this is just the beginning for us. The IDN Media you see and experience today has only scratched the surface of our vision. Our journey ahead will be very challenging and tough, bumpy and rough, difficult and exhausting, but one thing for sure, it will be worth it. As long as we are focused and move fast, care deeply and genuinely about our customers, work very hard, and be kind to one another, with God’s help, everything is possible. Everything.

Now, let's continue working on what we believe and are passionate about. Let's focus on building a media company that can inspire millions of Millennials and Gen Z, and make a real positive impact in the society. Let's keep doing great things together. Let's keep moving forward until we achieve our ultimate goal: to become the Voice of Millennials and Gen Z.



Winston & William