• Krungthep Turakij Newspapers

Krungthep Turakij is a daily business newspaper that has been mostly entrusted for 36 years since its inception on October 6, 1987. Even in the situation of "Digital Disruption" that has negatively affected the publishing industry, "Krungthep Turakij" has still maintained a stronghold under content presentation practices that meet standards of reliability with analytical, in-depth, and diverse perspective, ways to earn income from selling printed materials. And sell advertising media, and organizing events and seminars that creates a bond and a good experience with the readers, and increases the news readers base in the Nation Group overall platforms.

 

The year 2022 was therefore another year of reinforcing the “Krungthep Turakij leader position of daily business newspapers" which news content covers all around of economy, finance, investment, business, and politics, including in-depth analysis and expanding content on sustainability, geopolitics, investment for health, work & leadership, new technology news that responds to today’s people’s interest in living as well as expansion of online platform in line with changing consumer behavior.

 

Meanwhile, Krungthep Turakij newspaper has also emphasized the "intermediary” role of participation connecting the business sector to the government and private sector, and the general public to collaborate in building sustainable growth by organizing various activities continuously both in the form of seminars, training and social activities, joining forces with all media platforms in the Nation Group to reach and meet the needs of consumers in the digital age promptly.

           

• Digital Platform

Since the traditional media have encountered digital disruption, the Company has to adapt and expand content presentation channels through various modern platforms, starting with the "Krungthep Turakij” business news website which has been ranked No. 1 by Truehits for the category of business and economic news and ranked by domestic media to be one of the most popular media and news websites  (information from Similar Web, December 2023) that focuses on news presentation of business, economy, finance, and investment both domestically and internationally.  In 2024, Krungthep Turakij has added intensive content in 6 groups, namely; economic, sustainability, Tech AI, health wellness, work & leadership, and soft power consistently with today's world situations that have affected the economic and business sectors both domestically and internationally.

 

At present, Krungthep Turakij has expanded the content presentation channels to a variety of platforms, such as producing programs on YouTube to meet the needs of the new generation of people in response to that respective groups' interests, including Krungthep Turakij Briff, Krungthep Turakij News, Money Teller, Deep Talk, Sustain Up, and Suits.  In addition to meeting the needs of viewers, it also meets the needs of customers who can interview tie-ins or publicize the corporate business plans or goals, update on the situation in the form of news, content, and infographics through the platforms such as Facebook, LINE, TikTok, Twitter, and others to meet the needs of the new generation people in receiving information, thereby resulting in the increased income from social media.

         

 

• i-Newspaper

Krungthep Turakij online newspaper or “i-Newspaper" makes presentations via the website, news.bangkokbiznews.com, allowing the readers to access online news information through communication devices in line with today's consumer lifestyles. The readers can follow the live and up-to-date news of "Krungthep Turakij" from mobile phones, tablets, iPads, and desktops promptly, anywhere, anytime.

 

The distinction of i-Newspaper includes its content similarity to the printed version of the Krungthep Turakij newspaper. More specially, a retrospective news reading is admissible with access to more pictures, audiobooks,  interactive stock indices, and videos,  downloading the full online newspaper in PDF format is permissible, and connecting to breaking news on bangkokbiznews.com is easy with just one click.

 

• 22 Nation Channel TV programs, Krungthep Turakij BIZ INSIGHT

Bangkok Thurakit, together with Nation TV Channel 22, developed the Krungthep Turakij Biz Insight program to expand on business and economic content, delving into interesting news issues, and live interviews with business people, economists, private and public organizational leaders, including a summary of domestic and international business and economic news in response to the needs of TV viewers who are interested in economics and business.

           

Over 36 years of experience, "Krungthep Turakij" has rigorously accumulated news and information, enabling "Krungthep Turakij" to move forward to become a full-fledged Business Experience Provider with a variety of media platforms that allows it to stand as the No. 1 business media in the country, creating a learning community, reaching consumers, and becoming a truly social medium across all platforms.

 

Marketing strategy

Krungthep Turakij is the only Thai daily business newspaper in Thailand and covering the readership of business people and investors, and  is considered an advantage over competitors, adjusting marketing strategies to build a strong brand, and extending content from offline to online and on-ground platforms, creating a business community that has been in connection  to meet the needs of customers and digital media consumers  efficiently, quickly, and timely, with special content and analysis by top executives and CEOs in the country

 

1. Product Strategy

1) Quality news and printing in content presentation, the Company places importance on new presentations that are fast, accurate, honest, factual, and socially- responsible, unbiased in-depth analysis, creative news presentations in line with the needs and interests of consumers under the concept "World keeps changing, reliability will not change with time."

 

2) Product strategy adjustment in line with a digital situation by strengthening the newspaper brands of the affiliated companies, and adaptability to the different online platforms simultaneously, newspaper production cost adjustment, especially the cost of paper, printing, and shipping costs,  newspaper strategy adjustment to reflect changing reader behavior, combining the potential of printed media and online media, adding content value to online platforms, including news websites bangkokbiznews.com and social media such as  Facebook, YouTube, Twitter, Instagram, Tiktok, etc., presentation of breaking news, outstanding videos, up-to-date events 24 hours a day. Moreover, the print version of Kruthep Turakij Newspaper has been extended to generate income online in the format of an E-Book under the "i-Newspaper" name in which members can read and search any previous news of Krungthep Turakij newspaper, or download in PDF format and connecting to breaking news. bangkokbiznews.com. Krungthep Turakij plans to develop the Krungthep Turakij application to create an investor community and people interested in the economy, finance, and investment. Also, it includes the editorial teams to build knowledge, information, and a network of experienced personnel for the expansion and becoming a “Business Experience Provider” on the on-ground platform by organizing seminars and training to develop knowledge and potential in various fields.

 

 

 

2. Distribution Channel Strategy

The Company has healthy networks to deliver publications to reader memberships in Bangkok and its vicinity, as well as regional branches, including Chiang Mai, Hat Yai, and Khon Kaen where the newspapers can be transported all over the country daily.

   

2. Pricing Strategy

Advertisement - The adaptation of the "Total Media Solution" sales strategy,the strength of the Nation Group with a variety of content covering all target groups and platforms including;  print media, television, online media, and events, integrated to create value and cost efficiency in advertising media planning, where the customers will receive a special offer that is more economical than purchase of media ads separately.

 

Publication distribution The Company builds the regular customer base for Krungthep Thurakit newspaper with a '45-day read for free' promotion for customers in a renewal and new membership subscription and a direct sales system for large packs (Bulk) to both public and private organizations such as airlines, hospitals, for examples,  Bumrungrad Hospital, and Samitivej Hospital.

 

3. Sales Promotion Strategies

It is divided into 2 aspects as follows.

1) Production promotion by product type – The Nation Group includes promotional activities throughout the year, aiming to build goodwill relationships with customer groups to build closer customer engagement, and building a reader community of media brands and return profits to readers and advertisers, for example,  Krungthep Turakij seminars held throughout the year 2023, including Thai stock viewing seminars, Property Focus Mega-Trend seminars, Go, Green, Sustainability Forum 202,  and Thailand Economic Outlook 2024, Future Thai Economy.

 

1. 'Total Media Solution' promotion – with the strengths of the Nation business groups engaging in a full-service media business across all platforms, enabling to gain an advantage in organizing promotional activities in a variety of formats by which diverse media on platforms have been integrated to carry on promotional activities together and inviting the public to participate in activities to build relationships with the Nation Group's media brands.

 

 

 

Advertising sales and distribution channels

Digital advertising sales by the Nation Group are divided into 2 aspects as follows:

1. Selling advertising media directly to customers (Direct Customers) is a direct contact between the Company and its customers who are product owners with an interest in advertising their products through various media.
2. Selling advertising media through an advertising agency (Agency) is a contract between the Company and an advertising agency that proposes to allocate and develop a plan for the use of advertising media for the customers who are a product owner.  The advertising agency is a company in the advertising business in general of which there are numerous. The Company has no binding contracts with any companies in particular.
3. Selling advertising media to government agencies and state enterprises – it is a direct contact with government agencies for publicizing activities and content according to the objectives or missions of that respective agency to reach the public or target group.

The Company’s digital advertising  sales proportion by  distribution channels in 2023

Advertising sales channels	Sales Proportion (%)
Selling advertising media directly to customers (Direct Customers)	80
Selling advertising media through an advertising agency (Agency)	10
Selling advertising media to government agencies and state enterprises	10

 

 

Newspaper distribution channels

It includes two channels as follows.

1) Direct sales and delivery to readers in the membership format and bulk sales, include as follows.

• Sales by sales representatives who are not employees of the company. The commission rate is paid as pre-agreed of the membership price sold.
• Direct subscription to the company via postal mailing, print media, online media, and E-commerce
• Selling memberships over the phone (Retention & Telesales), whereby company employees contact members whose membership period is about to expire or members who have canceled their membership for some time by persuasion to renew their membership or new membership subscription.
• Selling newspapers to institutional customers, airlines, hospitals, banks, etc. It is a bulk sale as agreed upon without returns of goods policy.

 

2) Distribution through wholesalers-agents and retailers - small storefronts

Distribution to the wholesalers for resale to small agents, small storefronts, and retailers. In the case of the same agent with a developed business relationship for more than 20-30 years, no binding contract shall apply between them. However, in the case of new agents, a written agreement is entered by the parties with a letter of guarantee in the minimum amount of 50,000 baht. Currently, the Company has wholesalers-agents and sub-agents all over the country, thus, it is considered an important newspaper distribution base that readers may access to the company's products extensively. The Company includes a policy for discounts and return of newspapers according to the general standard rates for newspaper distribution.

 

The Company’s  newspapers distribution proportion by  distribution channels in 2022

Sales channels	Sales Proportion (Unit: Percentage)
Membership	54
Agent + Bulk + Others	46

           

1) Types of customers can be grouped into readers and advertisers

Target customer groups of Krungthep Thurakit newspaper include middle to high-end customers who are interested in news, mainly with educational backgrounds at the undergraduate level or higher, businessmen, and high-ranking government officials, with annual subscriptions. While the majority of advertisers have involved medium to high-end products, finance and banking business, automotive, real estate, housing development, telecommunications business digital products, etc.

 

Competition in print media business

The print media business has been burdened with a relatively high cost and has also been affected by consumer media consumption patterns based on digital trends and technology with increased access to people's daily lives, "Krungthep Turakij" still maintains its outstanding leadership in the daily business newspaper group with continuous adaptation to all online media platforms.

 

• Thansettakij Newspaper

 

It is a 3-day economic and business newspaper that has been continuously and mostly entrusted and reliable for 44 years since its inception on February 23, 1980. With the comprehensive content covering news on finance and banking, stock market, trade, investment and industry, foreign economy, marketing, IT, foreign markets, real estate, political economy, tourism, the regional economy as well as management and AEC movements, and content-intensive of distinctive analysis and expert columnists' criticism across the industries. It is an executive's guide to turning the risk into an opportunity and allows the readers to envision the future more explicitly than someone else.

 

As the leader of the 3-day economy and business newspaper of "Than Setthakit" with inclusive news content covering the economy, finance, investment, business, and politics, including in-depth analysis and expanding content of environmental, social, and health sustainability, new era technology news with a responsiveness to the interest in today’s living and expanding to more online platforms adaptable to changing media consumer behavior.

 

Also, "Thanasettakij Newspaper" plays a role as the "connection" between the government and business sectors, the private sector, and the public by presenting content and information neutrally and reliably to the society and country, couping with organizing events continuously both offline and online seminars, training and various social activities to reach and meet the needs of modern media consumers timely with situations.

 

• Thanasettakij Online

 

After the changes in the media business and the necessity of adaptation in conformity to the changing times, it is required to expand the content presentation channels through various modern platforms, starting with the Thanasettakij’s business news website, extending to social media which focuses on news presentation regarding business, economy, finance, investment both domestically and overseas. In 2024, Thansettakij has added content intensively in two important content groups, namely sustainability and abundant health according to the current world situation that affects the economic and business sectors both domestically and overseas.

 

Currently, Thansettakij has expanded its content presentation channels to several platforms such as Facebook, YouTube, TikTok, X, and others, exposing media income to the increased growth opportunity.