BOOM FOR NEWSPAPERS, MAGS DECLINE
Media spending in Thailand grew 10.7 per cent year-on-year during February 2010 according to data released by Nielsen (Thailand) yesterday. The figures make interesting reading for anyone involved in the publishing and media industry.
Media (Y-O-Y change) Expenditure in Feb 2010
Television (+12.5%) THB 4.3 billion
Newspapers (+21.8%) THB 1.1 billion
Radio (+4.3%) THB 431 million
Magazines (-15.4%) THB 323 million
Cinema (+6.8 %) THB 314 million
Outdoor (-9.9%) THB 307 million
Transit (+19.2%) THB 155 million
Instore (+30.9%) THB 72 million
Internet (+90.9 %) THB 21 million
Magazines and outdoor advertising (billboards, etc) were the only sectors to see a decline according to the research. Overall spending in the first two months of 2010 was up 9.03 per cent on the same period last year.
What's interesting to note is the vastly differing fortunes of print media. Newspapers seem to be booming whereas the magazine sector is seeing a sharp decline. Could this be because there are too many titles, or could it be that publishers are being forced to cut rates to secure business? If this trend continues magazines could be relegated to the fifth ranked media by spend when figures for March are released next month.
4 comments:
Not sure how they get the figures but I would suggest the internet spending is underestimated by a large amount.
It would be interesting to know the Thailand expnditure on Facebook and Google alone. And then you have all the Thai language websites, recruitment websites and the expat websites.
How do they measure packages that are sold in traditional media that now include internet advertising?
Hi Gavin,
It's research as opposed to specific data so you're right, it will likely not include packaged deals, frequency discounts, etc.
But that said it's been the same forever so it's a like-for-like comparison. In that sense it gives an indication of what's happening.
I agree with you that Internet spending of THB21 million for the month of February does seem low, but I also know that many websites are struggling like hell to make any meaningful revenues.
You can still find many sizable companies that don't even have an English language section on their website, let alone having any sort of Internet advertising campaign.
just a few year ago the average thai magazine was 50-100 baht these days its 150+ no wonder sales to locals are falling.
I'd still say the average price of Thai language magazines is around 90 baht. The lowest I have seen is 20 baht, but I've also seen a quarterly on sale for 350 baht.
English magazines produced here do tend to be more expensive - and I'd agree that 150 baht would be the average price for those titles.
But remember that most magazines make very little income from copy sales. You have to pay anything between 30 per cent and 55 per cent of the cover price to the newsagent on every sale, and you still have to bear the cost of producing all the copies that go unsold.
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