Destination: Thailand
WMM IN BANGKOK 14-15 May 2014 (turn to page 19)
● WMM provides the unique opportunity to meet face to face with potential partners from around the globe as it is based purely around pre-scheduled meetings with potential partners. Pivotal to this is the WMM online diary, which delegates can use to research, communicate and arrange to meet other delegates, exhibitors and suppliers.
● WMM is a hands-on event that atracts more than 300 global media leaders, and brings together publishers from a variety of fields to form partnerships through a series of business meetings and networking opportunities over the two days. Visit
www.wmm.net for more information, or email
Claire@fipp.com.
spending in Thailand will rise to $14.8bn by 2017, up from $9.7bn projected in 2013. The societal demographics are attractive also. More than 45 percent of the population is aged 25-54 years with a roughly 50-50 breakdown between men and women (Index mundi, 2013). Drill that down to, say, the high net worth area, and those demographics become even more attractive. In 2011 the year-on-year HNWI population growth in Thailand, according to
legalweek.com, was 12.8 per cent, higher than Indonesia (8.2 per cent), China (5.2 percent), and Japan (4.8 per cent) and in comparison to significant declines in India (18 per cent) and Hong Kong (17.4 per cent). Private-banking group, Julius Baer, expects the number of Thai millionaires to swell 35 per cent between 2010 and 2015.
High-end growth Such statistics are driving growth within the high end segment. Serendipity Media debuted Vogue Thailand in January 2013 and is reportedly considering the introduction of two further titles in 2014. Media Expertise International launched Town and Country, while The Bangkok Post celebrated the 10th anniversary of its twice-monthly insert, The Magazine, reinventing it as a glossy monthly, which landed at newsstands in November with the kind of heavy-weight thud only 300 high- gloss pages can deliver. So the Thailand magazine sector is relatively bullish, despite some gloomy prospects around advertising expenditure and downward circulation trends. According to Nielsen (Thailand), in the first half of 2013, there
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As the reader’s discretionary spending power improves, she is interacting more across multi-channels
was a slight growth in magazine advertising expenditure of 0.66 percent to Bt3.06bn. Crucially, digital spend saw a 48 per cent surge to Bt497m.
But perhaps we should ponder whether the pace of evolution in the magazine sphere, including digital spinoffs and support platforms, has been too slow given the hardly uncommon fragmenting media landscape, the ever shifting spread in advertising budgets and, importantly, the rapidly changing expectations of the population. It’s something we have been discussing at length at Burda Thailand. New managing director, Waraporn Siriboonma, has been helming in-house brand storms focused more on consumption patterns and reader habits than media platforms. Initial focus has been on leading weekly
Visit the Burda International team at Stand 28 at FIPP’s WMM event in Bangkok on 14-15 May.
the Lisa audience was fragmenting within the brand faster than we thought. The divide between the two distinct audience segments – an older group of magazine loyalists and a younger group of digital experimenters is becoming more defined. And as the reader’s discretionary spending power improves, she is interacting more across multi-channels. There was also growth in engagement with the Upcountry (northern Thailand) audience, where Lisa has the strongest reach of all magazines in the women’s mass consumer segment, according to Nielsen. Here we found the need for information about and access to well-known brands was particularly intense, fuelling demand for internet access suggesting e-commerce opportunities. To stay ahead of these changing needs, the Lisa frequency will move from weekly to fortnightly in Q1/2014, while investment in digital will increase beyond the current Lisaguru website to include initiatives better poised for activity on mobiles and other smart devices. These changing audience and advertiser needs are
prompting fairly radical inside out change at Burda – a move from corporate intelligence to creative thinking. And that is something Thailand has in abundance!
title, Lisa. Taking into consideration that media engagement patterns are changing and women’s spending power is increasing, the magazine conducted an independent study across print and web panels, which revealed
Julie Sherborn is chief executive officer, Asia, Hubert Burda Media
fipp.com
issue 81_2014 | Magazine World |33
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