Yulia Herawati began her career in the media industry in 2003 as an advertising manager for Gatra, a leading magazine, and moved to The Jakarta Post in 2005, where she became general manager of marketing responsible for advertising, circulation and promotion. The challenges and difficulties in increasing circulation and attracting new readers, especially young readers, along with Indonesia’s position as a country with one of the lowest levels of English profiiciency in Asia, prompted her to start the Jakarta Post Foundation in 2007. Its mission is to increase the reading habit and English proficiency by using the Newspapers in Education (NIE) program and methods.