Magazine Advertising - Thailand

Thailand

Highlights

Ad spending in the Magazine Advertising market in Thailand is forecasted to reach US$59.48m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of -3.43%, leading to a projected market volume of US$48.23m by 2030.
With a projected market volume of US$4.58bn in 2024, the majority of revenue will be generated in Thailand.
In the Magazine Advertising market in Thailand, the number of readers is expected to reach 0.0users by 2030.
The average ad spending per reader in the Magazine Advertising market in Thailand is estimated to be US$7.66 in 2024.
Thailand's Magazine Advertising market is experiencing a shift towards digital platforms to reach a more tech-savvy audience effectively.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Magazine Advertising market in Thailand has been experiencing steady growth in recent years.

Customer preferences: Thai consumers have shown a strong preference for print media, including magazines, as a source of information and entertainment. This preference is reflected in the demand for magazine advertising, as businesses seek to reach their target audience through this medium. Additionally, magazines offer a tangible and visually appealing format that can capture the attention of readers and create a lasting impression.

Trends in the market: One of the key trends in the Magazine Advertising market in Thailand is the increasing focus on niche publications. With a diverse range of interests and hobbies, Thai consumers are seeking specialized content that caters to their specific needs and preferences. This has led to the emergence of niche magazines targeting various segments such as fashion, lifestyle, food, and travel. Advertisers are recognizing the value of reaching a highly engaged and targeted audience through these niche publications, leading to an increase in advertising spend in this area. Another trend in the market is the integration of digital platforms with print magazines. As digital media continues to gain popularity in Thailand, magazine publishers are leveraging this trend by offering online versions of their publications. This allows advertisers to reach a wider audience through digital channels while still benefiting from the unique advantages of print advertising. The combination of print and digital advertising provides a comprehensive and multi-channel approach that maximizes the impact of magazine advertising campaigns.

Local special circumstances: Thailand has a vibrant and competitive media landscape, with a wide range of magazines catering to different interests and demographics. This diversity creates opportunities for advertisers to target specific segments of the population and tailor their messaging accordingly. Additionally, the Thai government has implemented policies to support the growth of the media industry, including tax incentives for advertising expenses. These initiatives have contributed to the overall development of the Magazine Advertising market in Thailand.

Underlying macroeconomic factors: Thailand's strong economic growth and rising middle class have contributed to the expansion of the Magazine Advertising market. As disposable incomes increase, consumers have more purchasing power, which in turn drives demand for goods and services. This creates opportunities for businesses to advertise in magazines and promote their products to a growing consumer base. Furthermore, Thailand's tourism industry has been experiencing significant growth, attracting both domestic and international visitors. This has led to increased advertising spend in the travel and hospitality sectors, further fueling the growth of the Magazine Advertising market. In conclusion, the Magazine Advertising market in Thailand is developing due to customer preferences for print media, the emergence of niche publications, the integration of digital platforms, the competitive media landscape, government support, and underlying macroeconomic factors such as economic growth and the booming tourism industry.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on magazine advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in physical magazine editions.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.