If this is the main criterion, then the Airports of Thailand press conference on Tuesday was a great success. The announcement that six airlines would fly in and out of Suvarnabhumi International Airport on July 29 was instantly published in almost every newspaper the next day.

The six airlines which will launch the first 13 flights are Thai Airways International, Nok Air, Thai AirAsia, Orient Thai, PB Air and Bangkok Airways.

But as with other news events, reporting styles are different and headlines can easily dismay the subjects appearing in the articles.

Certainly, THAI and Bangkok Airways are less than pleased with Matichon's headline: "Six low-cost airlines to launch flights".

For THAI, this is downright defamatory for it has positioned itself as a world-class airline whose amenities and service are second to none. Its fame attracts high-end travellers who demand a level of comfort and luxury infinitely beyond what's offered by budget airlines.

Likewise, Bangkok Airways considers itself a boutique airline.

Though not competitive with THAI in terms of luxury, it does compete through unique and exotic destinations.

Meanwhile, PB Air, though small, doesn't consider itself a low-cost airline.

Whatever, the three airlines have suddenly been dumped into the same category as Nok Air, Thai AirAsia and Orient Thai.

Their executives are scratching their heads, wondering why their airlines have suffered such a brutal downgrade.

achara_d@nationgroup.com