Thailand's upcoming general election should circulate 50 billion baht from political campaigns, with printing and billboards expected to tally 10 billion baht of the projection, says the Federation of Thai Industries (FTI).
The election is set for March 24, and economic sentiment is expected to improve after the election because some anticipate Thailand will be on the path towards a stable democracy.
"The print and billboard industries have been suffering for several years, and the election offers a lifeline," said Kriengkrai Thiennukul, vice-chairman of the FTI. "Related industries will also be lifted by the election, further underlining possible improvements to the country's economic sentiment."
Mr Kriengkrai said Thailand has not had an election for several years, making the March vote an important moment for the country, with many parties and candidates.
"Roughly 14,000 candidates are entering the political arena, marking the highest record in history, and the huge number of candidates will stimulate demand for print and billboards nationwide," he said.
Mr Kriengkrai said the printing and billboard industries will be affected by the economy after the election, so the next government should stabilise the political situation.
Many megaprojects, together with the Eastern Economic Corridor scheme, should be continued, he said.
"Sentiment after the election has to come with consistency to maintain overall positive confidence among business operators and investors," Mr Kriengkrai said.
While digital media advertising is considered to have greater potential than printing and billboards, the FTI remains optimistic about the latter industries.
Kasikorn Research Center reports that the overall value of printing and billboards stands at roughly 135 billion baht. Printing alone accounts for 50% of the value, covering advertising, packaging prints and print media.
Mr Kriengkrai said small and medium-sized enterprises (SMEs) and e-commerce operators will beef up growth of packaging prints along with handicrafts, food and drinks.
"The e-commerce sector has sustainable growth through digital disruption, as it has helped to increase the number of online retail SMEs," Mr Kriengkrai said.
Both magazines and newspapers are being disrupted by digital counterparts, while security printing such as bank checks and passports is a bearish segment as e-payment systems become more prominent and immigration services are moved online.
