The value proposition of traditional print media versus online media in Thailand

Abstract

Nowadays, online media, especially social media such as Facebook, YouTube, Twitter, etc., play an essential role in consumer’s daily lives, causing consumers of traditional media, especially magazines, to shift their behavior to read on online media. As a result, magazines in this era have to deal with rapid change. When was the last time you bought a magazine? Many people may have the same answer; they usually don't buy because they can follow news and magazines of their interests on social media channels. Consumers of traditional media continue to decline compared to online digital media; with new technology such as the internet, 4G, smartphones, etc., people can access news at their fingertips. This has resulted in magazine media becoming less popular and significant publishing companies shut down over the years. But if you still visit the bookstore, some magazines are still being published and popular in this digital age. This study examines how certain magazines are still being published and adapting to growth in the digital age and how is the value proposition of traditional print media and online media different?