Bangkok Post Public Company Limited

We aim to be the best in the business of news and information in Thailand and the region, reaching out to the world.

MAJOR ACHIEVEMENTS FOR 2016 AND OUTLOOK FOR 2017

IN 2016, THE POST GROUP AIMED TO STRENGTHEN ITS BUSINESS BY IMPROVING ITS ORGANISATIONAL STRUCTURE AND ADJUSTING CONTENT AND DESIGN OF ITS PRINT MEDIA, DIGITAL PRODUCTS, AND SERVICES. THE OBJECTIVE WAS TO ENSURE THAT THE POST GROUP CONTINUES TO OFFER UP-TO-DATE, RELATABLE, AND VALUABLE SOURCES OF INFORMATION THAT COMPLEMENT THE PERSONALITY PROFILES OF ITS AUDIENCES.

THE POST GROUP CELEBRATED ITS 70TH ANNIVERSARY IN 2016 WITH A COMMITMENT TO CONTINUE TO BE A LEADER IN THE THAI MEDIA INDUSTRY. IT WILL CONTINUE TO DEVELOP DIFFERENT GENRES OF MEDIA, CONTENT, COMMUNICATIONS, AND ACTIVITIES, TO CREATE CONNECTIONS AND MEET THE NEEDS OF ITS TARGET AUDIENCES AS THEY CHANGE AND EXPAND.

Newspaper

Bangkok Post, also celebrating its 70th anniversary in 2016, remains the leading daily English-language newspaper in Thailand – in terms of circulation, readership base, and advertising revenues – in both print and digital formats. As one of the most respected and trusted news sources in Thailand and the Region, the Bangkok Post is known as being a highly trusted and quality medium for advertisers and marketers aiming to access affluent, sophisticated local Thai and foreign consumers. Ongoing online subscriber-based services continue to expand, in terms of popularity (achieving more than 70,000 hits per day), and reach into the growing readership base of the digital-savvy younger generation, and continually adds new services such as a five-year ‘backwards’ data archive search.

Post Today, which celebrated its 13th anniversary in February 2016, has continued to expand its readership base through initiating various new digital platforms and plans to refresh its presentation format in early 2017 in order to be more appealing to existing readers and to attract the younger, more digital media-savvy young generation of readers. Its online version achieves more than 12 million visits per month while through Facebook platform now reaches 3.2 million readers. However, despite this very significant increase in its online readership, the print media version is still popular and able to maintain growth in its readership base, due to continuing editorial content enhancements to better meet readers’ requirements – such as, since 2014, a more in-depth coverage of ASEAN Economic Community (AEC) related news and information due to its formal establishment at the end of December 2015. Further, in 2015, the Thai daily added more in-depth coverage of Thailand’s macroeconomic issues and trends, with the aim of highlighting associated issues and trends of interest to its readers together with the government’s key economic policies and measures to proactively manage the Thai economy.

M2F free daily newspaper in Thai language continues to be popular and profitable. Currently it distributes 400,000 copies every day (as audited and certified by HK ABC). In 2016, following the emergence of the capital’s underground transportation network, M2F shifted its focus to expanding its readership in Bangkok and its vicinities to more than two million people. During 2016, its core aim of attracting both an expanded readership and advertiser base on a more nationwide basis, so as to capture new business operators and service providers, achieved more success and this will continue to drive increased advertising revenues. Its ongoing success, as a pioneering free weekday Thai-language entertainment and lifestyle newspaper that offers relevant features for its readers together with value for money to its advertiser base through continuous contents and format enhancements, has also inspired other media companies to produce and publish similar free daily newspapers or lifestyle related print media. As such, the Post Group will continue, during 2017, to further develop the M2F product and media formats so as to remain a sustainable business that meets the requirements of its expanding targeted bases through providing more relevant and attractive lifestyle news and features as well as targeted advertiser bases.

Student Weekly, a weekly English-language newspaper aimed at students and educators, now in its 47th year, continues to be popular. Student Weekly provides top-quality education-related and current affairs news and special features, together with relevant entertainment/ lifestyle information aimed at its target student readership. Over the years, and especially during 2016, Student Weekly has continued to modernise in terms of format and available platforms. This process continues to enhance its position as a fun, attractive and staple English-language learning tool that attracts a continually expanding, loyal, and increasingly tech-savvy, readership and advertising base. Recent improvements in the publication are aimed at attracting the interest of existing readers who are loyal to the brand as well as those absorbed by new technologies. This new group of readers is growing continuously. During 2016, Student Weekly evolved and updated its website, its Twitter account and its Facebook page that now has some 80,000 followers and growing.

With the establishment of the AEC that directly challenges Thais to improve their English language skills, this weekly English-language publication is well-positioned as a fun and entertaining media that offers a well-planned English language learning experience to young Thais, so helping them improve their language skills. As such, Student Weekly is and will remain key to Thailand’s successful coexistence within the AEC.

In 2016, Student Weekly changed its name to “S Weekly”, with the aim of expanding its readership from junior high and high school students, to include general readers. “S Weekly” is inserted in the Sunday edition of Post Today. This rebranding is expected to increase the readership by four times and attract new advertisers.

Digital media

This business unit continues to be highly successful in its mission to become a leading online English- and Thai-language subscriberbased digital news and information portal, through initiating and operating various websites as well as mobile sites, based on social media and mobile application platforms that are available on digital tablets and smart phone devices used by always on-the-go urban lifestyle Thais and especially the new younger generation of tech-savvy consumers, and through strengthening its market position as a leading player in the digital media industry. The well-established Post Group’s Bangkok Post online, Post Today online, Student Weekly online, and other popular associated websites offer instant news and information access to its readership base, together with more focused advertising opportunities for its advertiser base.

Continuing efforts will be made by this digital media business unit in the coming years to become a leading digital information services provider for the increasingly digital-dependent lifestyle of Thais, through leveraging the Post Group’s news, business feature, travel and entertainment information, and lifestyle content of its traditional print media platforms and newly emerging digital media activities. This is will enable the Post Group to expand its overall ‘reach’ into its targeted readership and audience bases.

Magazines

Within the Post Group, Post International Media Co., Ltd. together with the Post-ACP Co., Ltd., publishes numerous Thai-language versions of leading international lifestyle, fashion, and business magazine titles; namely: Elle (now in its 22nd year); Elle Men; Elle Decoration; Marie Claire; Science Illustrated; Cycling Plus; Forbes; and Cleo. These magazine products have all continued to perform satisfactorily in contributing significant revenue and gaining increased advertising revenue streams for the Post Group. As with previous years, this growing magazine Business Unit – as well as its sister Newspaper Business Unit–continues to implement core strategies that aim at increasing both readership and advertiser bases through undertaking sponsorship of various high-profile business forums and social events.

    Mushroom Television

In September 2015, the Post Group purchased 51 per cent of an existing and well-established medium-sized TV content production company, Mushroom Television Co., Ltd., that already produces various travel-tourism, food, entertainment, and lifestyle programme content. Through this new collaboration, the Post’s TV business will be able to leverage its existing print and digital media content for broadcasting on Digital TV channels, and plans to co-develop and broadcast a reality business ‘Academy’ programme for ambitious SME/entrepreneurs. As such, this new joint venture will enable the Post Group to have an additional revenue stream based on the strongly emerging digital TV media platforms.

Book Publishing

With over 300 titles already launched, during 2016 the book publishing unit introduced new titles continuously. In 2016 and beyond Post Book planned to implement new initiatives to increase additional access points for readers and interested customers, such as www. postbooksonline.com and www.facebook.com/postbooks. This is in order to remain ever-relevant to emerging consumer trends and customers’ requirements, as well as to remain a leader in this business segment.

Special Publications

On the October 2016 passing of His Majesty the late King Bhumibol Adulyadej, the Post Group published special editions of the Bangkok Post and Post Today. The company also published two bilingual special publications – “The King in the Hearts of Thai People” and “31 Days of Love and Loyalty” – all of which were very successful.

Events

To continuously leverage the strong umbrella of the “Bangkok Post” brand, and create greater brand awareness of the various print and magazine media titles, all business units within the Post Group continue to undertake key sponsored and co-sponsored business, lifestyle and sports-related events, in addition to joining high profile annual charity events for social benefits. These include: “Bangkok Post Luxury Living” showcasing high-end real estate, condominiums and premium resorts projects; The 8th Bangkok Post International Mini Marathon 2016, which has introduced the MYAPS system to ensure accurate timing and improved international standards of completion activities; Post Today Forum 2016 “Moving Thailand Forward”, featuring a keynote address by Thai Prime Minister General Prayut Chan-o-cha; and “SME Spring up 2,” a training session and seminar in collaboration with the Department of Industrial Promotion, Ministry of Industry, to support the government’s strategies for developing the potential of Thai SMEs.

Business Restructuring

Faced with fierce competition, in 2016, the Post Group decided to close Post TV Company Limited and merge its commercial printing section – Post Print – with the Group’s printing business. The Company has subsequently continued to search for new ways to create value-added, profit-generating media products and services.

Updated: End of 2016

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