ปัจจัยแห่งความอยู่รอดของหนังสือพิมพ์ท้องถิ่น: กรณีศึกษาหนังสือพิมพ์ท้องถิ่นเพชรภูมิ

Abstract

Factors affecting the local newspapers existence: A case study of the Petchpoom Local Newspaper. The objective of this paper is to study the information presentation and the factors which affected the existence of the Petchpoom Local Newspaper. The result has showed that the Petchpoom Local Newspaper area has 8,437.80 square inches and divided into 3 categories: 1) column part has been 26.16% with the highest of the regional column (32.41%), followed respectively by the educational column (22.39%), the social column, the political column, the cultural column, the tourist attraction column and the sport column 2) advertising part has been 51.53%, divided into the local ads (45.34%), the political ads (19.6%), and 3) general news 22.31%.

This paper has found that the most affecting of the internal factor has been funding, followed respectively by technology, advertiser, strategy and marketing administration. Besides, the most affecting of the external factor has been the economy, followed by the social and the updated technology. Otherwise, the law and the politic have no affect on the existence of newspapers.