Thanachai Theerapattanavong, president of The Magazine Association of Thailand (TMAT) said the gloomy forecast was due to the many negative economic factors currently besetting the country.

Last year, the industry saw 5-per-cent growth in revenue.

The negative factors, particularly oil-price rises, have led to higher operational and production costs for publishers, yet they cannot increase their cover prices for fear of losing readers, Thanachai said.

The same factors have also led to advertisers cutting back on their advertising spend, he said.

Spending on magazine advertising accounts for 5 to 6 per cent of the Bt80-billion advertising industry. Television claims the lion's share, with more than 60 per cent, while newspapers account for 18 to 19 per cent, and other channels the rest.

In the first six months of the year, the industry saw 4-per-cent growth, but Thanachai said he did not expect to see any growth in the second half.

The year may also see fewer new titles published. Those who planned to launch new titles might have already delayed their plans or even cancelled them, particularly international magazines, Thanachai said.

He said the local market features about 1,390 titles. Russia, he said, has the highest number of titles at 16,544, followed by the UK, 9,348 and the US, 7,188. The US market is the world's biggest by value.

About 70 to 80 per cent of the local market caters to women and girls and Thanachai said that newcomers to the market should have a strong financial footing and connections, as well as a lot of patience in order to be competitive.

They also need to find a niche instead of trying to break into the fiercely competitive female market, Thanachai said, suggesting that the men's market would be better.

TMAT is working with Bangkok University to plan the first research relating to the industry, which is scheduled to start soon.

It is hoped the information gathered will enable both established players and newcomers to the market to compete more efficiently.

Meanwhile, TMAT is collaborating with 30 corporate members to host the Thailand Magazine Exhibition from August 10-13, at Siam Paragon.

About 200 women's and men's magazines, as well as special interest titles on business, cars, sports, entertainment, design and decoration and travel, will be on display.

The exhibition will showcase the inaugural issues of each magazine, some of which are more than 50 years old.

There will also be discussion forums such as Talk to the Publisher, which will focus on the challenges, problems, obstacles and struggles for survival; and Talk to the Editor, which will deal with personal and professional techniques.

The Magazine Insight forum will feature sessions conducted by leading make-up artists, stylists, photographers, art directors and fashion editors.

Thanachai said the event would stimulate magazines to provide better services to their readers, while visitors would be stimulated to read more.

Nitida Asawanipont

The Nation