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Ads targeted at commuting office worker & urban professional demographic. 400,000 copies per day & largest Bangkok circulation, the goal of Post Publishing.
In photo above a reader reads an early copy of the free tabloid-sized paper to be published by the Post Publishing starting next month.
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NEW TABLOID: Post Plc to launch free newspaper by Nanchanok Wongsamuth
Post Publishing Plc, publisher of the Bangkok Post and Post Today daily newspapers, will launch a new daily free newspaper next month with a target circulation of 400,000 copies per day, which would make it largest among Bangkok's papers.
Supakorn Vejjajiva, the POST president and chief operating officer, said the Thai-language M2F, representing "Monday to Friday" and to be launched on Oct 11, would be aimed at Bangkok urban professionals and commuting office workers.
"While the Bangkok Post has a reader demographic with an average household income of 100,000 baht or more, and Post Today targets business workers, the largest group that our company has yet to focus on is the Bangkok mass market," he said.
These readers usually don't buy newspapers, but prefer to read news online or watch television.
The tabloid-sized paper will be distributed weekdays by hand at more than 200 distribution points in Bangkok, including large office buildings, BTS and MRT stations, commuter van stops, department stores and coffee shops.
Mr Supakorn said the company expected to reach a market of 2 million professionals who commute into the city each day. With a daily circulation of 400,000, M2F will boast the largest print run among mass-market papers in Bangkok.
Pichai Chuensuksawadi, the POST editor-in-chief, said M2F is aimed at a market currently not served by either the Bangkok Post or Post Today. He estimated that 44 million free newspapers are in circulation worldwide each day, with 8.6 million available in the Asia Pacific region and Africa.
Pauline Yu, executive director of the Hong Kong Audit Bureau of Circulations (HKABC), said the growth trend for free newspapers was increasing. Hong Kong, one of the fastest growing print media markets in recent years, has six free papers. Ad spending allocated to free papers now accounts for 31% of total spending, up from 10% in 2007.
"It's becoming the talk of the town now and we see a strong wave coming as [free newspapers] are printing more copies. I think ads now look more towards reaching the mass market with consumer products, and [advertisers] see the effect of this business model," Mrs Yu said.
(Source: Bangkok Post, NEW TABLOID, Post Plc to launch free newspaper, 30/09/2011, Nanchanok Wongsamuth, link)
launch - 1. to start a new activity such as selling a new product or service to the public เริ่มต้น เริ่มทำ เปิดโครงการ เริ่มโครงการ เริ่มวางขาย 2. an event to celebrate or introduce something new การเริ่มปฏิบัติการ, การออกตัวของสินค้า
launch a free newspaper - start producing a new free newspaper
target - a goal, the amount you are planning to achieve เป้าหมาย
X targets Y - business Y produces a product to sell to group Y (market segment)
Post Today targets business workers
X aimed at Y - X makes Y its goal (aim = goal)
focus on Y - make Y the main thing you are concerned with ให้ความสำคัญ
professional - a job that needs special training, skills and a high level of education (See Wikipedia)
urban - of or in a city or town ในเมือง เขตเมือง
urban professionals - professionals who live in a large city
aimed at Bangkok urban professionals - company plans the product for the "urban professional" demographic who live in Bangkok
commute (verb) - travel from home to work and back everyday
commuter (noun) - a person who travels from their home to work and back everyday
commuting office workers
market of 2 million professionals who commute into the city each day
commuter van - a van that brings people to work downtown in the morning and delivers them home again in the evening
commuter van stops - places where the commuting van stops and commuters can get off and walk to their home
demographic - a group of people in the same age, gender and income groups, "Marketers typically combine several variables to define a demographic profile. A demographic profile (often shortened to "a demographic") provides enough information about the typical member of this group to create a mental picture of this hypothetical aggregate. For example, a marketer might speak of the single, female, middle-class, age 18 to 24, college educated demographic. Marketing researchers typically have two objectives in this regard: first to determine what segments or subgroups exist in the overall population; and secondly to create a clear and complete picture of the characteristics of a typical member of each of segments. Once these profiles are constructed, they can be used to develop a marketing strategy and marketing plan. The five types of demographics for marketing are age, gender, income level, race and ethnicity." (See Wikipedia: #1 and #2)
reader demographic - a group of people who read a publication who are in the same age, gender and income groups
Bangkok Post has a reader demographic with an average household income of 100,000 baht or more
Bangkok mass market - a market for goods and services: 1. in Bangkok; and 2. with a large number of customers (example: the Bangkok mass market for newspapers is currently dominated by Thai Rath)
household - a group of people, often a family, who live together ครัวเรือน
income - money that people receive from work or some other source, used for household consumption and savings
household income - all the money made by people in the household added together (husband, wife, maybe even children)
mass - large numbers จำนวนมหาศาล
online - connected to the internet
prefer X to Y - like doing X more than Y
prefer to read news online or watch television - like to get news from internet or RV more than from paper newspaper
tabloid - a type of popular newspaper with small pages which has many pictures and short simple reports หนังสือพิมพ์ขนาดเล็กที่รวมเรื่องสั้นต่างๆ ไว้
distribute (verb) - make a product available to customers through stores and middlemen
distributed weekdays by hand
distribution - giving or delivering things to many people การจำหน่ายออกไป
200 distribution points - 200 places with a long of people around the city where you can get the newspaper
expected - believe will happen คาดว่า (จะเกิดขึ้น)
circulation - newspaper circulation, the number of copies of a newspaper that are distributed to readers on an average day, "circulation is one of the principal factors used to set advertising rates. Circulation is not always the same as copies sold, often called paid circulation, since some newspapers are distributed without cost to the reader. Readership figures are usually higher than circulation figures because of the assumption that a typical copy of the newspaper is read by more than one person.In many countries, circulations are audited by independent bodies such as the Audit Bureau of Circulations to assure advertisers that a given newspaper does indeed reach the number of people claimed by the publisher."(See Wikipedia)
44 million free newspapers are in circulation worldwide each day
trend - a gradual change or development that produces a particular result ทิศทาง แนวโน้ม
media - radio, television, newspaper, the Internet, considered as a group สื่อ
print media - media that are printed on paper for reading, such as newspapers or magazines (not the internet or TV)
print media market - a market for newspapers or magazines with more than one of them competing for readership
one of the fastest growing print media markets
allocated - given for a special purpose or use
ad spending allocated to X - the amount of money that a company spends on advertising in media X such as newspapers, for example (companies allocate their total advertising budget over different types of media such as TV, internet, events and print media)
wave - a large number of people doing something or going somewhere all at the same time คนกลุ่มใหญ่ที่กำลังมุ่งหน้าไปยัง
consumer - someone who buys and uses goods and services ผู้บริโภค
consumer products - goods such as food, clothing, soap, electronics, etc. bought and used by individual customers; products used for personal, family, or household for non-business purposes (See Wikipedia)
business model - a business model "defines the manner by which the business enterprise delivers value to customers, entices customers to pay for value, and converts those payments to profit: it thus reflects management’s hypothesis about what customers want, how they want it, and how an enterprise can organize to best meet those needs, get paid for doing so, and make a profit," a general description of a kind of business that many businesses could share, unlike a business plan which made is for one business (See Wikipedia)
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