Free magazines make up about a quarter of the market, and advertising spending this year rose to an estimated Bt700 million, according to Carat Media Services chief executive Vichai Suphasomboon.

He said more give-away magazines were likely to emerge, published by companies with products or services that used membership systems.

The magazines are tools for companies to create a bond with customers and maintain loyalty. They carry stories on company activities.

These titles have been around for about 20 years, but the past two years have seen them become recognisable. The market is growing between 10 per cent and 20 per cent a year.

At the outset free magazines were geared towards tourists and contained information about sightseeing.

Credit-card companies employed magazines for cardholders, and United Broadcasting Corporation gives its magazine to subscribers.

Banks and other industries have started publishing magazines.

Retailers like The Mall and Central groups offer magazines, as do entertainment companies.

Vichai said next year would see these magazines becoming "more interactive".

Advertisers are interested because costs are cheaper than in commercial magazines.

In addition, magazines target specific groups. Many free magazines are good quality and well designed.

Free magazines have done well overseas and often account for as much as 30 per cent of the market.

Europe and Asian nations like Japan have numerous free magazines. Advertising revenue is solid.

The difference is that most overseas magazines are general while in Thailand they are more target-specific.

Brewer Boonrawd Group has its own magazine, for instance. Vichai said the company could publish it without breaking alcohol ad bans if it was free and for "members".

Nitida Asawanipont

The Nation