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The Weekender is where we make room for stories people actually want to spend time with. Published by The Jakarta Post, this publication is our space for ideas, culture, people, places, and the small obsessions that make life more interesting. We publish essays, commentaries, features, recommendations, all kinds of learnings, and conversations that push the bar just a little bit higher on curiosity without taking the world too seriously.
Our readers come to The Weekender because they want more than just another thing to scroll past. They’re looking for perspective, discovery, stories, and experiences worth lingering over – whether it means finding a new place to eat, drink, and be merry; reconsidering something they thought they knew; meeting interesting people; understanding the world around them; or stumbling upon ideas they didn’t know they needed.
And this also shapes the way we work with brands.
We believe in the kind of advertising and partnerships that belong in these spaces. Rather than simply placing a message in front of our audience, we look for ways brands can become part of the stories, interests, discoveries, conversations, and experiences our readers are already engaging with.
That could mean a number of things, really. Advertorial, for sure. A useful guide. An event. A product collaboration. Or maybe even something we haven’t thought of yet.
What matters to us is how relevant such partnerships could be to the readers and that they are credible within The Weekender, while also being a worthwhile investment for the brand.
So if you have something interesting to say, show, launch, explain or explore – come talk to us. We might just find a good story in it.
The Weekender reaches readers who are open to discovery, engaged with culture and intentional about how they spend their time, attention, money, and experiential drive. They come to us for ideas and perspectives that challenge and deepen their understanding about the world around them, while also helping them decide what’s worth noticing next.
Our readers are interested in ideas, culture, identity, experiences, people, places, and the governing principles of the world they live in – beyond their immediate circles.
Our readers look for what is new, interesting, and worth knowing – from places and experiences to books, brands, food and beverages, travel, emerging cultural conversations, and ruminations on life issues.
Our readers are not passive consumers of whatever’s being placed in front of them. They carefully choose what deserves their time and attention, and they will only spend on items and experiences that carry a strong relevance to their identity and perspective.
Our readers look for what is new, interesting, and worth knowing – from places and experiences to books, brands, food and beverages, travel, emerging cultural conversations, and ruminations on life issues.
The Weekender works best when branded content still feels like something our readers would genuinely want to spend time interacting with.
We’re open to stories built around a brand, product, service or experience – as long as there is a real idea at the center of it. That could mean a useful guide, an interesting cultural angle, a personal story, a new way of looking at a familiar subject, or simply a good reason for readers to care.
What we try to avoid is content that reads like a press release or marketing copy in disguise: long lists of product features, hard-sell messaging, or claims that leave no room for an actual story.
Our editorial team will work with partners on the framing, tone and structure so the final piece feels natural within The Weekender while still delivering on the brand’s objective.
Paid collaborations will be clearly marked, but they should still feel like The Weekender.
In short: You bring the brief. We’ll help find the story.
The Weekender covers the things people talk about, spend on, care about, and build their lives around. This means there are plenty of spaces for brands to participate and tell their stories.
Arts. exhibitions, artists, creative communities, institutions, design and visual culture
Neighborhoods. places, districts, local discoveries and the people shaping them
Culture and Entertainment. film, music, books, performances, pop culture, and everything in between
Away We Go. travel, hospitality, destinations, mobility and the pleasures of going somewhere
Conversations. thoughtful interviews and discussions with people who have something interesting to say
Consumer Insights. changing habits, spending behavior, lifestyle shifts, and what people value
Living Spaces. homes, property, interiors, design and architecture, and how we live
Cutting Edge. technology, innovation, new products and ideas changing everyday life
Work It Right. jobs, careers, leadership, workplace culture, and the evolving world of work
Health and Wellness. physical wellbeing, mental wellbeing, fitness, and healthier ways of living
Family Matters. parenting, family life and the realities of growing together
Finer Things. luxury, craftsmanship, premium experiences, and beautifully made things
Pawrenting. pets, care, products and the humans thoroughly devoted to them
Love, etc. relationships, dating, intimacy, and the wonderfully complicated business of being human.
Food. dining, chefs, restaurants, ingredients and things worth eating
The Look. fashion, beauty, personal style and self-expression
There is more than one way to tell a good story. We work with brands across sponsored features, guides, interviews, branded series, newsletter collaborations, event tie-ins and other custom ideas. Some briefs begin with a product; while others begin with a question, an audience, or a moment the brand wants to be a part of.
The format matters less than finding the right way in.
You don’t need to arrive with the story already written. We’ll take care of that for you. But we need you to tell us:
From there, we can help identify the right section, angle, format, and editorial approach. The process is quite simple: you bring the objective, we find the story, and we build it together.
The best collaborations give us something to work with beyond a list of messages that need to appear. Tell us what you want readers to understand, feel, discover, or do. Give us the context, the ambition, and the non-negotiables. Then leave enough room for the story to breathe.
When branded content is genuinely useful, interesting, enjoyable, insightful – readers are far more likely to spend time with it.
Whether you already have a brief or simply know the audience you want to reach, we'd be happy to explore what might work.
Give us a holler.
