We Tell Your Story to the World
ThailandMedia Landscape2016 Edition
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
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:
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
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.
11
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.
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
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
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.