CONTENT

INTRODUCTION 1

1. Print Media 2

1.1 Newspaper 2

1.2 Magazine 9

2. News Agencies 20

2.1 National News Bureau of Thailand: NNT 22

2.2 Thai News Agency: TNA 23

2.3 Independent News Network: INN 24

2.4 InfoQuest 25

2.5 Isranews Agency 26

2.6 Thai Publica Online News Agency 27

3. Broadcasting Media 28

3.1 Radio 28

3.2 Television 29

4. Online Media 33

4.1 Social Media 33

4.2 Websites 38

4.3 Search Engine 45

CONCLUSION 48

Addditional Resources by PR Newswire 49

Additional Resources by InfoQuest 49

P a g e | 1

INTRODUCTION

Changes in internet and smartphone usage behaviors in Thailand have

driven changes in the consumption of traditional media. The popularity of

traditional media, particularly print media like newspaper and magazines,

has collapsed, leading to the closure of both Thai and foreign magazines in

2016. Despite efforts to restructure and tweak content presentation,

publications are still unable to survive in the face of this trend. Consumers

have other ways to access the same content that are more affordable and

convenient. Television and radio are traditional media that have remained

solid and continue to thrive, as they are easy to access and still offer

content of interest.

Meanwhile, the popularity of new media like websites and social media

with all groups and areas of audience across Thailand has continued to

grow, as they offer content that is interesting and rich in variety. Also,

consumers can easily access these media anywhere and at anytime, which

suits the lifestyles of today.

P a g e | 2

1. PRINT MEDIA

1.1 NEWSPAPERS

Publishing in Thailand took a revolutionary turn in 2016 due to

changes wrought by the economy, society, and reading habits. The

industry also reflects preferences in Thai media consumption,

transitioning from published hard copy to online sources.

The ‘Consumer behavior on going into bookstores’ report by the

Publishers and Booksellers Association of Thailand (PUBAT) is based on

a survey of the opinions of a sample group from 16-18 July, 2016. The

results suggest changes in lifestyle, the arrival of social media and other

online media, and economic status were all factors that contribute to

changes in reading platforms.1

1 The research ‘Consumer behavior on going into a bookstore’ is done by The Publishers and

Booksellers Association of Thailand (PUBAT).

P a g e | 3

“The research found no significant change in the numbers of books read

by avid readers. What has changed is the types of book they read. Most

started out reading novels, before moving on to other types of books,

depending on the economic conditions and changing lifestyles. For

instance, some people have to shift their focus to studying. Some get new

jobs. Also, online networking and social media have provided more

reading sources,” said Thipsuda Sinchawarnwat, a member of the PUBAT

executive committee and the head of research.

Moreover, as consumers are relying more on social media to follow

news, the value of newspaper advertising has declined significantly.

Citing The Nielsen Company, the Marketeer website says spending on

newspaper advertising in August 2016 totaled 881 million baht, down

17.80%2 from a year earlier. In contrast, spending on internet

advertising rose 88.24% to 192 million baht. Nielsen also found that ad

spending for newspaper between January and August 2016 totaled 6.599

billion baht, down 17.93% from 8.041 billion baht from the same period

of 2015.

ADAPTATION OF NEWSPA PER BUSINESS SECTOR

Considered a reliable mainstream medium, the Thai newspaper business

has been affected by the above-mentioned changes. Many small

newspaper publishers decided to maintain their editorial staff numbers,

even though some resigned due to the economic slowdown and potential

declines in operating revenues.

2 Ad spending in August 2016, according to the Marketeer website citing Nielsen

P a g e | 4

The outlook is bleak for Thailand’s big newspaper companies, too. Some

have suffered declines in revenues and rising losses. In the third quarter

of 2016, Thailand’s two leading newspaper publishers announced

voluntary early-retirement programs offering compensation

proportional to years of service. No new employees were hired to

replace those retiring under the program. Other cost-cutting measures

included cutbacks in job benefits such as payment of parking fees.

Amid plummeting ad revenues and the rising popularity of social media,

Ban Muang newspaper is one of the well-known print media that ceased

the publishing from January 1, 2017 due to the unfavourable economic

conditions. While newspapers in Thailand are expanding to distribute

their news online. Examples include news websites and social media like

Facebook and Twitter. Some newspapers cover breaking news, such as

fires, live via Facebook.

Some newspapers put their organization’s digital TV media to good use

by distributing their content via TV, which reaches a wide audience.

Examples are “Thairath TV” channel 32 (Thairath) and “now26” TV

station, which is operated by Nation Multimedia Group.

Another approach being adopted by major newspapers is the publication

of free giveaway newspapers. These free newspapers, which focus on

providing useful information and entertainment, have grown in

popularity with urban audiences. Examples are “M2F”, of which 400,000

copies are published daily by The Post Publishing, and “New)108”, of

which 300,000 copies are published daily by Daily News.

P a g e | 5

RANKINGS OF THAI NEWSPAPERS BASED ON CIRCULATION

Circulation:

1,000,000

Thairath

Thai-language daily newspaper with

the highest circulation in Thailand,

covering general stories. Thairath is

run by Wacharapol Company Limited.

www.thairath.co.th/

Thairathfan

@Thairath_news

Thairath

Thairathonline

Thairathonline

Circulation:

950,000

Khao Sod

Daily newspaper covering general

stories in the areas of politics, the

economy, foreign news, sports,

entertainment, and education. Khao Sod

is run by Khao Sod Company Limited, a

subsidiary of Matichon Public Company

Limited, which produces and publishes

print media.

www.khaosod.co.th

Khaosod

@KhaosodOnline

Khaosod

Khaosod

P a g e | 6

Circulation:

950,000

Matichon

Thai-language daily newspaper

covering politics, entertainment and

culture, sports, economics, lifestyle,

and foreign affairs. Matichon is run by

Matichon Public Company Limited,

which produces and publishes print

media.

www.matichon.co.th/

Matichononline

@Matichononline

Circulation:

900,000

Naew Na

Thai-language daily newspaper

covering general stories under the

slogan “firm and straightforward”.

Naew Na is run by Naew Na Company

Limited.

www.naewna.com/

Naewnaonline

@Naewnaonline

Circulation:

900,000

Thai Post

Daily newspaper covering general

topics with a strong focus on politics

http://www.thaipost.net/

Thaipost

@Thaipost

P a g e | 7

Circulation:

900,000

Kom Chad Luek

Thai-language daily newspaper that

covers politics, Thai economy,

international economy, education,

international current events, sports,

and developing current events.

Kom Chad Luek is run by Nation

Multimedia Group PCL (NGC). NGC is

one of Thailand’s largest media

companies.

www.komchadluek.net/

Komchadleuk

Circulation:

900,000

Siamrath

The oldest Thai-language daily

newspaper, covers topics such as

politics, the economy, business, crime,

culture and tourism, entertainment,

and international news. It is run by

Siamrath Company Limited.

www.siamrath.co.th/

Siamrathonline

@Siamrathonline

Circulation:

850,000

Ban Muang

Thai-language daily newspaper that

covers politics, the economy, crime,

automotive, entertainment, sports,

international news, and more. Ban

Muang newspaper is run by Navakit

Banmuang Co Ltd.

P a g e | 8

www.banmuang.co.th/

Banmuangonline

Circulation:

850,000

Manager Daily 360°

Manager Daily 360° is a Thai-language

newspaper that reports on a wide

array of topics such as politics, crime,

sports, and international news.

http://www.manager.co.th/daily

MGRonlineLive

Mgronline

Circulation:

810,000

Daily News

Thai-language daily newspaper that

covers crime, sports, IT, entertainment,

and international news. Daily News is run

by Si-Phraya Publishing.

www.dailynews.co.th/

Dailynewsonlinefan

@dailynewstwit

Dailynews Online

Source: InfoQuest

P a g e | 9

1.2 MAGAZINE

2016 MAGAZINE BUSINE SS LANDSCAPE IN THAILAND

Even though certain categories of magazine are still popular, it is

undeniable that the overall magazine business in Thailand is in

decline. This is attributed to the audience’s inclination towards

other media, particularly digital. As a result, revenue from ads for

major and small magazines has fallen, ultimately forcing magazines

to close.

According to research by The Nielsen Company (Thailand)3, revenues

from magazine advertising declined steadily between 2006 and 2015.

Revenues fell by 30% over the ten-year period, from 6.140 billion baht to

4.227 billion baht. In 2016, magazine advertising revenues in every

month from January to June were lower than a year earlier4.

This resulted in some magazines, unable to withstand the burden any

longer, to stop publishing. One example is “Priew”. After 35 years,

publication of the women and lifestyle magazine by Independent

Communication Network ended in October 2015. “Candy”, a teen

magazine produced by Mono Group, shut down in January 2016.

“Volume”, a 12-year-old fashion magazine, published its final issue in

February 2016.

3 Advertising Expenditure via media as of 2006 - 2015, The Nielsen Company (Thailand) 4 Advertising Expenditure via media as of January - June 2016, The Nielsen Company (Thailand)