Adaptation of Thai Film Magazines in the Social Media Era

Abstract

T

his research, Adaptation of Thai Film Magazines in the Social Media Era, is a qualitative research using an in-depth interview of the editors of Thai film magazines, print media specialist and academics in communication arts, journalism and mass communication. This research aims to study the adaptation for business survival of Thai film magazine in the social media era. The research found that the advent of social media era has severely affected and disrupted to Thai film magazine business. It has influence on advertising revenue, sales income, distribution channel, the content presented, business organization structure, including changing tastes and behaviors of readers. Therefore, adapting to social media is important and should be realized for Thai film magazine business operators for survival in the era of disruptive technology. Online media or new technology may not be a barrier but may be an additional channel to earn money for their own business. Understanding the nature of online media, changing tastes and behaviors of consumers, including finding strategies or tactics to use various online media to take advantage is therefore important and it may create sustainability for the business organization in the future.