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ThailandMedia Landscape2016 Edition

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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

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

Print Media ◆ Newspapers

◆ Magazines

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

Most-popular Thai newspapers by number of copies published

best-selling Thai-language

d a i l y w i t h c i rc u l at i o n o f

o n e m i l l i o n c o p i e s , a l s o

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

pol it ics, cr ime, spor ts, IT,

entertainment and foreign

news operated by Si-Phraya

Printing Co., Ltd.

} Circulation: 900,000

www.dailynews.co.th/

Dailynewsonlinefan

@dailynewstwit

เดลินิวส์

7

Thai-language daily covering

politics, entertainment, culture,

sports, economy, lifestyle and

fore ign 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 -

l a n g u a g e d a i l y co v e r i n g

p o l i t i c s , c r i m e , t o u r i s m ,

c u l t u r e , e n t e r t a i n m e n t ,

fo re i g n n e w s a n d o t h e r s

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 r e ,

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

Thai- language dai ly

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

s l o g a n “ u n s h a ka b l e

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,

c r i m e , a u t o m o t i v e ,

entertainment, sports,

foreign news and others

operated by Navakit

Banmuang Co., Ltd.

} Circulation: 850,000

www.banmuang.co.th/

Banmuangonline

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:

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[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

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.

Stor ies inc lude goss ip 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.

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4. KoosangKoosom 5. My Home 6. Gourmet & Cuisine

This weekly lifestyle magazine

covers soap-opera news, travel

c o 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

o n a va r i e t y o f i nt e re s t i n g

restaurants, menus, and news

from the food industry. It also

features restaurant promotions.

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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

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.

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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

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.