Bangkok Post Annual Report 2003

DISPLAY
Genuine circulationStartling results.

As a result of the Iraq war and SARS, the first half of 2003 was disappointing. Revenue improved dramatically in the second half of the year, particularly in Bangkok Post Display. Total company advertising revenue (including that of Post Today) showed an increase over 2002
of 32%. Increased cooperation between the editorial and commercial departments and improving sales management in Classified, Display and Supplements contributed to this success.

Bangkok Post Display
Recovery from the impact of the Iraq war and SARS was not really complete until the final quarter of 2003. Advertising budgets held in reserve were finally spent and Bangkok Post Display revenue finished the year 17% over 2002.

The surge in revenue in the final quarter was in part due to ‘wrap-around’ supplementary advertising pages. Other innovative ideas to contribute were the ‘half flysheet’ and the front page ‘belt’ — a 5" strip or ribbon which belts around the newspaper. All these new ideas will continue to contribute through 2004.

Post Today Display
The biggest event of the year was the launch of Post Today. Display Advertising made a significant contribution to a highly successful first year. The increased selling activity related to the launch of Post Today, has in fact helped the Bangkok Post as much as Post Today. The Bangkok Post and Post Today are being sold with equal effort and enthusiasm.

2003 highlights
• September, Thailand Open 2003 tabloid publication and ROP
• October, special edition to commemorate 14 October event
• October, Royal Barge wrap-around
• October, APEC Investment Mart
Thailand 2003
• November, Property Focus
• December, wrap-around for H.M. the King’s birthday
• December, wrap-around for
New Year greeting
• 1-31 December, Holiday Time annual special feature