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Whitepaper: Thailand Media Landscape 2016 Edition

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As consumers' media consumption habits are ever-changing, PR‬ and ‪‎marketing‬ professionals must always keep themselves updated with their media knowledge to reach out to their customers more effectively.

In the 2016 edition of our Thailand Media Landscape Whitepaper, we discuss the following topics:
- The different types of media in Thailand
- The consumption habits of Thais in each medium
- The importance of online media among Thais
- The need for traditional media to develop their online channels to meet consumers' behaviours
Download the full version at http://goo.gl/qA3dd7.

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Whitepaper: Thailand Media Landscape 2016 Edition

  1. 1. We Tell Your Story to the World Thailand Media Landscape 2016 Edition
  2. 2. 2 Table of Content Overview..............................................................................................3 Print Media....................................................................................... 4 Newspapers........................................................................................................... 5 Magazines ......................................................................................................................9 News Agencies ......................................................................... 16 The National News Bureau of Thailand (NNT)............................................17 Thai News Agency (TNA).......................................................................................18 Independent News Network (INN).............................................................19 Isranews Agency.....................................................................................20 InfoQuest (IQ)....................................................................................................21 Broadcasting Media...................................................................................25 Radio .............................................................................................................................26 Television .................................................................................................28 Online Media..........................................................................................32 Websites ...................................................................................................33 Search Engines ...........................................................................................40 Social Media ............................................................................................... 43 Conclusion...............................................................................50
  3. 3. Most Thais still rely on traditional media like television, radio, and newspapers for information because of its accessibility and affordability. Nonetheless, new media like websites and social media is becoming increasingly popular with consumers of all ages and gender across the country. This is attributed to the widespread use of smartphones. Moreover, content and information on new media are more varied and accessible than traditional media. The trend reflects the fast-paced and increasingly competitive lifestyle of Thais in the capital and cities outside Bangkok. Overview
  4. 4. 4 Print Media ◆◆ Newspapers ◆◆ Magazines
  5. 5. 5 Newspaper remains a medium that continues to captivate Thai readers, despite the ever-growing trend toward online media. The continued popularity of newspapers is attributed partly to the code of ethics in journalism, the use of information or photos, presentation, and professionalism. However, mainstream media need to adapt and expand online under four principles: first coverage, accuracy and thoroughness, continuity, and keeping consumers updated with news on social media. Approximately forty newspapers in Thai and other languages are published in Thailand. According to a 2013 survey by Thailand Knowledge Park of Thai reading habits, newspapers are the most popular form of print media with Thais (73.7% read newspapers). This is followed by regularly-published journals/documents (55.1%) and textbooks (49.2%). (The survey respondents were allowed to choose more than one answer). Thais spend an average of 37 minutes reading newspapers. Besides print media, news is also reported via online media such as news websites, Facebook, Twitter, Instagram, YouTube and Google+ to meet current trends. Some newspaper firms have their own TV programs such as Thairath TV on channel 32 and Krungthep Turakij's Now on channel 26. 1 Newspapers
  6. 6. 6 Most-popular Thai newspapers by number of copies published best-selling Thai-language daily with circulation of one million copies, also available online, operated by Vacharaphol Co., Ltd. }} Circulation: 1,000,000 www.thairath.co.th/ Thairathfan @Thairath_news Thairath Thairathonline Thairathonline daily covering general stories in the areas of politics, economy, foreign news, sports, entertainment and education, operated by Khaosod Co., Ltd., an affiliate of Matichon PCL which produces and distributes print media. }} Circulation: 950,000 www.khaosod.co.th/ Khaosod @KhaosodOnline Khaosod Khaosod Thai-language daily covering politics, crime, sports, IT, entertainment and foreign news operated by Si-Phraya Printing Co., Ltd. }} Circulation: 900,000 www.dailynews.co.th/ Dailynewsonlinefan @dailynewstwit เดลินิวส์
  7. 7. 7 Thai-language daily covering politics, entertainment, culture, sports, economy, lifestyle and foreign news operated by Matichon PCL, which produces and distributes print media. }} Circulation: 900,000 www.matichon.co.th/ Matichononline @Matichononline T h a i l a n d ’s o l d e s t T h a i - language daily covering politics, crime, tourism, culture, enter tainment, foreign news and others operated by Siamrath Co., Ltd. }} Circulation: 900,000 www.siamrath.co.th/ Siamrathonline @Siamrathonline Thai-language daily covering politics, economics news in T h a i l a n d a n d e l s e w h e re , education, foreign news, sports and interesting current events operated by Nation Multimedia Group Co., Ltd., one of Thailand’s major full-service mass-media companies. }} Circulation: 900,000 www.komchadluek.net/ Komchadleuk
  8. 8. 8 Thai-language daily c o v e r i n g g e n e r a l s t o r i e s u n d e r t h e slogan “unshakable and straightforward” operated by Naewna Newspaper Co., Ltd. }} Circulation: 800,000 www.naewna.com/ Naewnaonline @Naewnaonline most-popular free daily targeting readers in and around Bangkok o p e r a t e d b y P o s t Publishing PCL. }} Circulation: 600,000 www.m2fnews.com/ M2FNews weekly covering news, a r t i c l e s , a n a l y s i s , education, politics and economy operated by Matichon PCL, which produces and distributes print media. }} Circulation: 500,000 info.matichon.co.th/weekly/ Source: InfoQuest T h a i - l a n g u a g e d a i l y c o v e r i n g p o l i t i c s, e c o n o m y, crime, automotive, entertainment, sports, foreign news and others operated by Navakit Banmuang Co., Ltd. }} Circulation: 850,000 www.banmuang.co.th/ Banmuangonline
  9. 9. 9 A 2013 survey by the National Statistical Office indicates that in Thailand, magazines are most popular with people aged 15-24 years (61.7% of whom read magazines), followed by people aged 25-59 years (51.1%). Of the population of Thais aged 6 years and above, 45.6% read magazines. There are more than 353 magazines1 in Thailand. They can be divided into different categories such as fashion, health, and travel. In 2015, the top ten magazines by circulation were: 2 [1] www.thailandmagazinedirectory.com Magazines Magazine Circulation TV POOL (Entertainment) 450,000 Cheewajit (Food and Health) 360,000 SPICY (Entertainment) 350,000 KoosangKoosom (Travel) 340,000 My Home (Home Decor) 330,000 Gourmet & Cuisine (Food) 320,000 HEALTH & CUISINE (Food and Health) 320,000 PRAEW (Fashion and Beauty) 300,000 Woman Plus (Fashion and Beauty) 300,000 Gossip Star (Entertainment) 300,000 Source: InfoQuest Limited
  10. 10. 10 As shown in the following table, most of the best-selling magazines are Entertainment titles. Three Entertainment magazines (TV POOL, SPICY and Gossip Star) make the ranking because they feature stories that are informative and of interest to most people. Three more magazines in the list cover Food and Health, which is starting to become popular. The survey shows that food and health is a growing trend in Thailand. The list also includes two Fashion and Beauty magazines. Top 10 magazines with the highest circulation 1. TV POOL 2. Cheewajit 3.SPICY This weekly entertainment magazine features stories about celebrities in the Thai entertainment industry. Stories include gossip columns, celebrity biographies, photographs of celebrities, and interviews with popular actors and actresses. This bi-weekly magazine provides health-care tips, including stories about and special interviews with celebrities. It also features new healthy dishes. This weekly magazine focuses on tabloid and gossip news, the latest entertainment stories, and lifestyle columns.
  11. 11. 11 4. KoosangKoosom 5. My Home 6. Gourmet & Cuisine This weekly lifestyle magazine covers soap-opera news, travel co l u m n s, a n d i n t e r e s t i n g interviews. The magazine’s weekly horoscope sets it apart from other such magazines. This monthly magazine mainly features home-decor columns that provide DIY ideas, gardening techniques, suggested places to buy decorations, and DIY techniques. This monthly food-and-bakery magazine compiles information on a variety of interesting restaurants, menus, and news from the food industry. It also features restaurant promotions.
  12. 12. 12 7.HEALTH & CUISINE 8. PRAEW 10. Gossip Star This monthly magazine provides content on healthy eating, with tips and recipes. The magazine also features stories on health care, beauty, and exercise. Praew is a fortnightly magazine that covers fashion, beauty, health, lifestyle and social events. It also features interviews with interesting people and useful information for women. This weekly entertainment magazine presents stories about celebrities and soap operas, interviews, news from the Thai entertainment industry, and international entertainment news. 9. Woman Plus This free weekly magazine features content for working women, including columns on beauty, fashion, health, and lifestyle.
  13. 13. 13 Business operations of publishers of the top 10 magazines by circulation Many of the top ten magazines by circulation, including Cheewajit, HEALTH & CUISINE, My Home, and PRAEW, are subsidiaries of Amarin Printing and Publishing Public Company Limited. In addition to publishing magazines, the company operates a printing house, bookstores, and a digital-TV business. TV POOL and SPICY magazines operate under Thai TVPOOL, a famous entertainment media company in Thailand that publishes magazines, produces TV shows, and organizes events. KoosangKoosom magazine operates under KoosangKoosom (Thailand) Co.Ltd., which focuses on magazine publishing and advertising. Gossip Star magazine is published under Mono Group, an entertainment content creator that offers outstanding services and products via several media platforms, including websites, print media, TV, and radio. Gourmet & Cuisine magazine is published under Media Associated Co., Ltd., which produces magazines and TV shows in Thailand. Lastly, Woman Plus magazine, the only free magazine among the top ten magazines by circulation, is produced under GM Group. The magazine publisher has a long history in the print and publishing industry and also produces e-magazines.
  14. 14. 14 Over the past two or three years, online media has played a major role in Thailand because it is easily accessible, interesting, and always up-to-date. This has driven changes in consumer behavior and impacted the magazine industry. Profits at magazine businesses come primarily from advertising, which generates higher revenues than sales of the magazines themselves. Online media has contributed to a decline in magazine advertising. Most advertising agencies are focusing more on online advertising because it offers a greater ability to reach consumers. Many magazines have announced the end of their print editions and that they will focus more on digital content. Some magazines have shifted their frequency of publication from weekly to monthly. The proportion of online media readers has increased, prompting many magazine publishers try to attract their readers online. This is seen in magazines creating their own websites and social-media presences in a bid to promote their magazines online. Some magazine publishers also organize events to attract consumers as a means of promoting their magazines. Trends in magazine publishing
  15. 15. 15 How PRAEW promotes its magazine through Facebook In addition to the activities mentioned above, some magazines have elected to become free magazines as a way to reach new readers and boost revenue from advertising when the magazine becomes more popular. Some magazines, especially in the fashion and beauty segment, have embraced the digital platform to transform their titles into e-magazines, helping to create eye-catching aesthetics. The magazines can also be easily distributed through apps and websites. Many magazines have chosen to combine traditional print media with interactive elements such as animations, videos, and online TV shows on websites to keep up with the fast pace of change in consumer behavior in the digital world.

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