The magazine, originally from Italy, will be published under licence by Inspire Entertainment, which aims to spend US$1.3 million in the first year to ensure a strong foothold for the magazine. It says it expects to break even within two or three years.
But is there room for another title? Grazia will be going head-to-head with other licensed magazines such as Elle, Cosmopolitan, Madame Figaro, Cleo, In Style, as well as a plethora of local titles. In fact, there are a total of 26 titles in the women’s magazine sector.
Goungkiet Vienravi, executive director of Inspire Entertainment, insists that there are clear segments within the women’s market that are only serviced by one or two titles each. “As far as we are concerned, that leaves plenty of room for more titles,” he says. “Also, if you take into account the growth potential of the female population here, this will eventually mature into more magazine readers.”
Peter Kennedy, managing director of Burda Asia Holding, which publishes titles including Wedding and Hello, points to the fact that, in the first nine months of this year, the women’s magazine sector has seen an average ad page count increase of 15 to 17 per cent, with some titles seeing as much as 25 per cent growth. It’s not all rosy, though. “The market is pretty saturated, I don’t see many more titles launching in the next 12 months. And unfortunately, in terms of yield Thailand sits in bottom place after Malaysia. Its yields are very low,” says Kennedy.
He argues that, with plenty of brands already in the market, publishers will select new magazines to launch first and foremost for the advertisers they will attract. He adds they’re also more likely to go for established brands like Grazia or Tatler than a new launch.
Advertisers, says Sunee Paripunna, MD at MEC Thailand, are looking for a good combination of Western and local content, though the desired balance will vary by advertiser. Luxury skincare, for example, may skew towards international titles.
The longtime market leader is a local title called Praw. However, Paripunna says international titles have generally fared better in the sector. “Local titles have suffered more. This could be the result of consumer interest in international content and growing local content offered via other channels, especially local cable TV and online.”
Vienravi adds that younger women are turning towards online gaming and mobile content, so Thai magazines typically target a slightly older audience. And in terms of urban versus rural readers, 60 to 70 per cent of the sector’s total circulation sits in Bangkok.
Kennedy, however, says a bigger challenge in the short term is keeping ad dollars flowing. “We have been hit mostly by budget cuts. Our advertisers are the likes of Unilever and L’Oréal, and they are undergoing cost-saving exercises. With less money available, the challenge the sector faces next year is basically how to make money.”
Got a view?
Email [email protected]
This article was originally published in 22 October 2009 issue of Media.
But is there room for another title? Grazia will be going head-to-head with other licensed magazines such as Elle, Cosmopolitan, Madame Figaro, Cleo, In Style, as well as a plethora of local titles. In fact, there are a total of 26 titles in the women’s magazine sector.
Goungkiet Vienravi, executive director of Inspire Entertainment, insists that there are clear segments within the women’s market that are only serviced by one or two titles each. “As far as we are concerned, that leaves plenty of room for more titles,” he says. “Also, if you take into account the growth potential of the female population here, this will eventually mature into more magazine readers.”
Peter Kennedy, managing director of Burda Asia Holding, which publishes titles including Wedding and Hello, points to the fact that, in the first nine months of this year, the women’s magazine sector has seen an average ad page count increase of 15 to 17 per cent, with some titles seeing as much as 25 per cent growth. It’s not all rosy, though. “The market is pretty saturated, I don’t see many more titles launching in the next 12 months. And unfortunately, in terms of yield Thailand sits in bottom place after Malaysia. Its yields are very low,” says Kennedy.
He argues that, with plenty of brands already in the market, publishers will select new magazines to launch first and foremost for the advertisers they will attract. He adds they’re also more likely to go for established brands like Grazia or Tatler than a new launch.
Advertisers, says Sunee Paripunna, MD at MEC Thailand, are looking for a good combination of Western and local content, though the desired balance will vary by advertiser. Luxury skincare, for example, may skew towards international titles.
The longtime market leader is a local title called Praw. However, Paripunna says international titles have generally fared better in the sector. “Local titles have suffered more. This could be the result of consumer interest in international content and growing local content offered via other channels, especially local cable TV and online.”
Vienravi adds that younger women are turning towards online gaming and mobile content, so Thai magazines typically target a slightly older audience. And in terms of urban versus rural readers, 60 to 70 per cent of the sector’s total circulation sits in Bangkok.
Kennedy, however, says a bigger challenge in the short term is keeping ad dollars flowing. “We have been hit mostly by budget cuts. Our advertisers are the likes of Unilever and L’Oréal, and they are undergoing cost-saving exercises. With less money available, the challenge the sector faces next year is basically how to make money.”
Got a view?
Email [email protected]
This article was originally published in 22 October 2009 issue of Media.
+(900+x+600+px)+(3).png&h=334&w=500&q=100&v=20250320&c=1)
+(900+x+600+px).jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
+(2).jpg&h=268&w=401&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)
