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A significant number of English language magazines being published in Thailand are breaking the law. An amendment to the kingdom's Publishing Act introduced after the September 2006 coup stated that all publications produced in Thailand must have a Thai national listed as an editor. Publications, in this sense, include newspapers and magazines, and that act remains in force today. There is no difference whether you're a paid-for or free copy publication, the law still applies. Like most things in Thailand there are ways around this. You can have a Thai as an editor but there's nothing stopping you having a foreign Editor in Chief or Managing Editor. I can think of at least ten English magazines that are technically breaking this law right now - and it's criminal law so possible penalties include jail, although I am not aware of any incidents where cases have been brought against publishers for a breach of this law.
Thai Airways has suspended its contract with Dubai-based publisher The Media Factory (TMF) for its inflight magazine Sawasdee. According to reports TMF failed to deliver copies of the June issue, citing the recent political turmoil in Bangkok. The Bangkok Post adds that TMF failed to "secure enough advertisements" for the June issue, and failed to impress the airline's management with recent editorial changes. A breach of contract was served as a result of the failure to deliver the June issue which "gave Thai Airways a good excuse to find a new publisher for its monthly magazine." Media Transasia has stepped in to produce a combined June/July edition. The contract to produce the inflight magazine for Thai Airways requires the publisher to pay a fee to the airline for the publishing rights, along with a percentage of all advertising revenues. The fact that rate card prices for Sawasdee under TMF were amongst the highest in the kingdom give you an idea of the kind of money that Thai Airways expects to generate from granting the rights. The print bill for producing hundreds of thousands of copies each month is also likely to be a huge burden for the successful publisher. I am familiar with the workings of Sawasdee under TMF because my previous company assisted with the design and Thai translations during the first six months of the TMF contract, so I can say with authority that Thai Airways were not the easiest client to deal with. Changes requested by one person were then amended and changed by someone further up the authority ladder. It seemed everyone wanted to make their mark on the magazine, and that resulted in many, many late nights running up to deadlines. Publishing the inflight magazine for Thai Airways may seem like an attractive prospect for some publishers, but personally I'd steer well clear of it right now.
Is it right that one of Bangkok's top bookstores is selling a three-year-old edition of Tropical magazine in one of its prime positions? On the plus side, this particular edition of Tropical contains 'timeless' content that is still relatively attractive today, and at 50 baht it's a 50 per cent discount from the original cover price. But when space for new titles is understandably limited surely it would be better to have a more timely title in this slot? Several copies of this magazine have been on sale in these slots for more than three weeks now. That says all you need to know, in my opinion. It didn't sell three years ago and it's not selling now.
There are many Thailand-based magazines that claim to be distributed in other parts of the region. It looks good in the media kit and undoubtedly helps to sell advertising. But the truth is that, without independent circulation auditing, media buyers have no way of knowing the real facts, except of course by checking the bookshelves themselves. On my trip to Singapore last week it was apparent that the number of Thailand titles on sale in the city state has fallen dramatically. In fact I only saw three compared to half a dozen or more on previous trips. It's unlikely that publishers will make anything from the copies they sell overseas, and in many cases it's probably a loss-making exercise. But it's not only Thai publishers that are making what basically amounts to false claims. On this trip I became aware of more Singapore magazines with Thai baht prices on their cover; titles that have never graced the shelves in Bangkok or elsewhere in the kingdom. Believe me, I would know as they're magazines I like and always buy when I'm in Singapore. There's no easy answer to this issue - other than the levels of complete transparency that can only be provided by an independent circulation audit. It's got to happen. The strong magazines with strong sales and strong brands will survive, while those with weak sales and inflated circulation claims with likely wither and die.
Thai Airways has an unwritten policy which prohibits them from advertising in new magazines in Thailand. They're certainly not the only organisation with that mindset, and after all who can blame them when a significant number of new titles don't make it past the first six editions. However it does seem Thai's no-new-mags rule doesn't apply in Singapore because I've seen several debut issues of new titles here carrying Thai advertising. I don't know the details and it could be the magazines are giving away pages in order to make their new baby look good. That's something I've come across reasonably often. Ultimately though it's self defeating because when the time comes to convert that advert into revenue the advertiser will simply say thanks and walk away. I wonder how much value Thai is getting for its exposure in a brand new title with no brand image and not much in the way of bookshelf promotion. I hope they're not paying for it.
Here are some contrasting examples of how two Thai publishers go about enticing readers to buy their magazine through the use of the 'buy one, get one free" concept that used around the world. In the first case, Reader's Digest Thailand was selling its April edition bagged with a subscriber-only copy from more than two years previously. To me, they're saying "buy one, and get one we couldn't even give away two years go!" That might seem harsh, but on the other hand there are publishers who are doing a better job. Last month Thailand Tatler was giving a free copy of its current Phuket Tatler edition and a useful and current Home and Decor supplement with its news stand purchases. Much more appealing and much more valuable, in my opinion.
I guess it's about time to tell you about my new magazine. Property Report South East Asia is an evolved edition of two previously established regional magazines - Property Report Thailand, and Property Report Singapore, Malaysia and Indonesia. We feel the time is right, for a number of reasons, to enter the market as a single regional title. There's nothing like it out there with an established distribution network throughout Thailand, Singapore, Malaysia and Indonesia. For the first time we've also expanded distribution into Hong Kong, and we're also looking at getting copies into Cambodia and Vietnam. June's first issue is already getting some great responses, not least from advertisers in Thailand. One said: "This is the answer to my prayers, as no one is buying [property] in Thailand so why would I want to advertise in a magazine that only covers Thailand?" We debuted copies of the magazine at the SMART International Property and Investment Expo in Hong Kong earlier this month, and the feedback we got from buyers and investors there was extremely encouraging. Ensign Media, my employer and the publisher of Property Report South East Asia, has more than 10 years combined experienced of publishing quality magazines aimed at the high end of the sector. For us, not being solely restricted to one country for our income makes absolute sense. If one country is down, like Thailand for example, we have areas like Singapore and Bali which are on a roll. Along with a subtle redesign, there is a move away from commercial and retail property in favour of a firm concentration on luxury residential property. It's what our readers want, and now they'll be able to compare properties from places like Cambodia, Phuket, JohorBaru and Bali in one single publication. l have been using a slogan to sum up our stance: "You're serious about Property, so are we." That, simply put, is what we're about.
Disclosure: I am Managing Editor for Property Report South East Asia.
I understand The Brief, the magazine for members of The British Chamber of Commerce, is shifting its production from monthly to a bi-monthly schedule. Veritas Graphics won the contract to produce the member magazine several years ago, but several sources familiar with the situation tell me that revenues have fallen short of expectations, hence the need for a renegotiation of the contract with the British Chamber.
Sources within the magazine licensing industry have confirmed impending launches of Thai local language editions of global titles. One is a well-known popular science title, one is a motor title (yes, another one) and the other is a magazine connected to one of the leading English football clubs. I have no planned launch dates for these titles, except to say that deals have been signed so it would seem to be just a matter of time before they are launched.
