Page 24 - ELITE PLUS MAGAZINE VOL5

NEW WAVE EXECUTIVE‘Our business strategy is to provide high-quality content together with effective media marketing that draws people’s attention’also included in the so-called “goods for better living” list of healthy products and educational toys.I believe content and media play equal roles in business success. No matter how valuable the content, if it is not supported by the right approach it will never be successful. At the same time, an aggressive media strategy that carries low-quality content might be able to penetrate the market but won’t be able to urge people to spend money a second time. Therefore our business strategy is to provide high-quality content together with effective media marketing that draws people’s attention.What makes marketing for a content provider more challenging than for other products?When I was studying marketing, there were no case studies referring to print media. Everything I learned in the classroom had to be applied to the business through experience. Unlike a dish that has a recipe and a set mix of ingredients, printed products don’t have any fixed formula. Every word in each column has to be replaced by freshly selected and arranged content when a new issue of a magazine or book is released. At the same time, the content is related to cultural context. I appreciate all editors who are able to keep attracting readers’ interest and remain popular for long periods of time. In our own marketing tactics, the success of a magazine in the past was only determined by its editor’s decisions. As the business has grown more and more competitive, however,we’ ve started doing research to pro- vide statistics to support our editors as they select their content.From the perspective of manag- ing a publishing business, how do you see Thai readers nowadays?Along with the economy this past year, I admit that business growth has slowed down. However, it would be a hopeless perspective if we thought the number of Thai readers had no chance of growing, and it’s our responsibility as a publisher to continue to stimulate people to read. Personally, I regard reading as something not limited to books and magazines but which includes electronic devices and tools that let people read in other ways. Many readers are turning to these gadgets but we don’t feel offended,22 Elite+