Post Today, a Thai-language business daily under The Post Publishing Plc., was launched on 7 February 2003. Although only a year old, the newspaper is already widely accepted and has earned a reputation for delivering news that is concise and straight to the point.

Post Today’s editorial concept was found to be on track by a readership survey conducted six months into the paper’s operation. The survey showed that both content and reader demographics, categorised as B, B+ and A, were totally compatible.

Post Today, a Thai-language business daily under The Post Publishing Plc., was launched on 7 February 2003. Although only a year old, the newspaper is already widely accepted and has earned a reputation for delivering news that is concise and straight to the point.

Post Today’s editorial concept was found to be on track by a readership survey conducted six months into the paper’s operation. The survey showed that both content and reader demographics, categorised as B, B+ and A, were totally compatible.

Particularly encouraging was the discovery that about 60% of Post Today readers, who never read business news, were found to have changed their taste in reading material since the launch of the new Thai-language business daily. They had become staunch fans of the business and economic news stories as presented in Post Today.

This discovery confirmed the company’s belief that many
well-educated readers did not read business or economic news stories on account of them being too long-winded and technical and depressingly full of jargon. The solution was to position Post Today as a newspaper that presented concise economic and business news stories with simplified language and fewer technical terms.

A survey recommendation that more content be added to the paper led to the launch of a new four-page Stock Market sub-section on 6 February 2004. Also newly launched is the eight-page Dine-Drink-Shop (Kin-Duem-Shop) section, which comes out every Friday, featuring stories
and information designed to enhance weekend pleasure.

Post Today comprises four sections. Section A, totalling 16 pages comprises general business and economic news, political news, international and business news, sports, features, analyses, commentary and opinion. Section B totals 16 pages and features corporate, stock and economic news, as well as finance and banking. Section C — The Magazine, with eight pages, provides lighter reading. This includes lifestyle features, entertainment, travel, inside TV news, healthcare and more. The Classified section completes the package. On Sunday, Section B provides glimpses and in-depth analyses of imminent major events.

Post Today preliminary figures look extremely promising. Certainly the new business daily ‘with a twist’ has made a significant impact on the market already, and market share is expected to rapidly improve.