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"We want to take the company beyond just publishing to exploring the tremendous opportunities in the local media industry. We would like to create valuable content that individual consumers can access not only from magazines but far beyond to larger media varieties," Srinthorn Chandraprasert, managing director and publisher, said last week.

Burda, the local arm of the biggest privately owned publishing and media house in Germany, puts out four major periodicals here - Lisa, Wedding, Auto Bild and HELLO!

Besides more than 250 magazine titles in Germany, which are produced by the group's high-tech printing house in Europe, the group has also diversified into many media varieties, including digital media, direct marketing

and other broadcast media, including TV and radio.

Burda (Thailand) started going online in March by launching the website www.lisathailand.com.

"We see online media as a new opportunity to reach Lisa readers who are active online as well as to reach a new, wider target market," she said.

Lisa, launched here eight years ago and the company's first offering in Thailand, is the country's best-selling modern woman's title, with a strong readership of about 300,000. The magazine targets young, modern working women in the mainstream, particularly those who are lifestyle-driven.

"We try to keep the same look and soul of Lisa in our new online site. Lisathailand.com is an interactive online site created to capture young women aged 18-35, who expose themselves to online activities and live a fast-paced lifestyle," she said.

HELLO!, launched here two years ago, is now enjoying the fastest growth among women's magazines and is the best-seller in the modern trade nationwide.

Its core readers are affluent people aged 25-55.

Its unique selling point is presenting exclu-sive interviews and photos of leading people around the world in a way no other magazine can.

"HELLO! is the only magazine trusted by royal families, the social elite and well-known celebrities around the world in publishing their valuable stories. The stories and pictures are presented in Hello!'s vivid 'Life is Beautiful' style and help inspire our readers emotionally. It relaxes our readers, makes them happy and puts them in the mood to indulge in life," she said.

Auto Bild is one of the best-selling auto magazines in Germany and elsewhere around the world.

It has designed its auto columns and how-to articles in a way that even ordinary women can easily understand, she said.

The magazine's core readers are real car lovers and those seeking to buy new cars in Thailand.

Wedding presents wedding tips, creative planning and styles, and wedding services to couples ready to tie the knot - from the selection of the most beautiful wedding gowns to wedding cards, beauty tips and hosting the wedding reception in many different and creative ways.

Srinthorn's philosophy in life and work is to try to be mindfully present, and to live each moment as mindful and best as she can.

"This may sound simple, but it's actually difficult to do. Of course, I have my three- to five-year plan, my goals and mission, strategies for the company. But how can these be reached successfully, if the present moment and matter at hand has not been achieved or dealt with mindfully or successfully?

"Life is not simple, things can change in

minutes, hours or days. It's how one rises to meet the challenges at that present moment

that will help determine one's success in the future."

It also helps tremendously that she likes to employ and surround herself with the smartest achievers.

And that is the main reason for her success, she added.