CLEVER MARKETING, OR JUST PLAIN LIES?

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.

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ADVERTISING DOUBLE STANDARDS

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.

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MAGAZINE MERCHANDISING, THAI STYLE

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.

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NEW LOOK/FOCUS FOR PROPERTY REPORT

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, Johor Baru 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.

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BRIEFLY SPEAKING

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.

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MORE MAGS ON THE WAY

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.

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TOP AWARD FOR PHUKETWAN WRITERS

Phuketwan journalists Alan Morison and Chutima Sidasathian have won two Society of Publishing in Asia (SOPA) awards for their coverage of the Rohingya story.
The pair, jointly with journalists from the South China Morning Post, won in the Excellence in Investigative Reporting category, and in the Excellence in Human Rights Reporting category.
Commenting on the first win, judges said: ''An excellent series that uncovered serious government abuses and had a material impact in correcting them. Exclusivity. Strong reporting. Hard-hitting piece with international implications.''
Of the second award, judges said: "Excellent investigative work that exposed serious human rights abuses of oppressed people. Intrepid reporting of a hidden subject. This is a high-caliber series buttressed by solid on-the-ground reporting and great pictures. All militaries are challenging subjects for investigative reporters and Thailand’s is no exception. The team clearly went to great lengths to get sources, break news, and provide the details that prodded the government into action."
Phuketwan broke the story of Thailand's treatment of the Rohingya exclusively online in January 2009 then reported it for the South China Morning Post.
Other SOPA award winners included journalists from the Financial Times, TIME Asia, Newsweek, the International Herald Tribune, the Wall Street Journal Asia, the Straits Times and Reuters. Phuketwan was the only Thai winner.
Earlier this year, the Phuketwan team also shared the honor of being awarded the prize for Scoop of the Year at the Hong Kong News Awards 2009, and later the general news prize at the Human Rights Press Awards in Hong Kong.
Morison, who is Editor and Publisher of the Phuketwan website, said: ''We've sparked coverage of a number of vital themes on Phuket and around the Andaman region, and we intend to continue reporting the important issues.''

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FORMER POST MAN TAKES UP NEW ROLE

David Armstrong, the former Chief Executive Officer of The Bangkok Post, has been appointed Chairman of Post Media, publishers of The Phnom Penh Post.
The Phnom Penh Post’s publisher Ross Dunkley said the company had been searching for a chairman for some time. He said: “In the end choosing David Armstrong was simple. He’s one of only a handful in the world today who can claim to have successfully straddled the media both in the East and the West.
"He’s enthusiastic and young at heart, but at the same time it is his wisdom and sensibility which we value, and the shareholders are confident he is the right person at the right time. David has already put his stethoscope over our media assets in both Myanmar and Cambodia and understands where we are going."
Armstrong is a former Editor-in-Chief of The Australian and The South China Morning Post. He "retired from full time work" when he stepped down from his previous role at The Bangkok Post in December 2008.

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NEWSWEEK VS. THE ECONOMIST

Last week's Asia edition of Newsweek featured a story that, if it had appeared in The Economist, I feel sure would have caused the magazine some distribution issues.
With a dramatic cover and the headline 'How Thailand Blew It'. the story makes passing references to the political affiliations of the kingdom's highest institution. I've certainly seen The Economist withheld from distribution by its publishers for less innocuous reporting.
So does the fact Newsweek had no problems distributing this story in Thailand mean authorities are taking a more relaxed attitude to reporting from overseas, and does it mean the publishers of The Economist were too quick to withhold some previous issues from distribution in Thailand?

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MORE THAN A WEEK ...

... has passed since my last update. I'm sorry. I've been busy with the new magazine and was also in Hong Kong last weekend for the SMART Investment and International Property Expo where I was MC and Moderator for a number of really interesting and influential people.
Add to that my 'normal' duties of reporting, interviewing, photographing, videoing and selling and you'll understand why my first ever trip to Hong Kong left me little time for sightseeing.
Normal service here will be resumed over the coming days. I've got some really interesting pieces planned, now all I need is the time to write them!

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ADVERTISING SPEND UP, MAG SPEND DOWN

Advertising spending in Thailand recorded a 14.3 per cent year-on-year increase during April, although not all sectors benefited from increased budgets.
Research from Nielsen showed television advertising, by far the largest advertising medium in Thailand, recorded a 20.10 per cent increase to stand at THB5 billion during April. Newspaper advertising, ranked second, saw a 6.30 per cent rise to THB1 billion. Cinema (up 5.28 per cent - THB477 million), transit (up 12.35 per cent - THB182 million) and instore advertising (up 51.60 per cent - THB135 million) also saw increases.
The largest decline was in the magazine sector which saw a 13.40 per cent drop to THB380 million. Magazines now rank fifth in terms of ad spend in Thailand. Also down was radio (down 9.50 per cent - THB444 million) and outdoor (down 6.90 per cent - THB309 million).
Internet advertising, according to Nielsen, remained unchanged year-on-year, accounting for just THB19 million during April.

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