Amarin widens audience base with synergy
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TO REACH wider audiences in a rapidly changing media landscape, Amerin Amarin Printing and Publishing is focusing more on synergising its key on-ground shows with online communications and digital television.
Managing director Chokchai Punjarungroj said yesterday that digital media, particularly social media, were playing an important role in engaging with target |consumers. In line with this trend, the company is using its own |shows such as the Ban Lae Suan Midyear Fair, Ban Lea Suan Fair, Kids’ Fair, and Amarin Book Fair as key platforms to communicate with them.
“Our target ranges from university students to seniors who are bonded with our publications and magazines,” he said.
“Among those targeted audiences, parents and kids were our key focuses this year. Hence the company invested more than |Bt20 million on developing new a media platform for this target group after experiencing high |participation on the Facebook page of Real Parenting Magazine Thailand, about 2 million visi-|tors per month. Under this |budget, the company also revamped the official website |of this magazine to improve the experience for the audience.
“We are also planning to produce TV programmes related to the content of this magazine on our digital TV channel, Amarin TV. The new TV programme is expected to be aired by the end of this year,” he said.
Chokchai said his company had decided to allocate some of its annual budget for public rela-|tions and to promote its own fairs online and on its digital TV channel. Previously, the company spent its PR budget mainly on analog free-TV channels. Now, the company can manage its costs while investing in the new digital TV channel.
Promotion on digital channel
He acknowledged that the |competition in the broadcast-|ing business was quite tough because of the economic slow-down and weak purchasing |power. However, Amarin has |high hopes to see revenue increase by 10 per cent this year to Bt1.9 |billion.
Of the targeted revenue, 30 per cent will come from printing service; 30 per cent will be from selling and distributing books and magazines; 30 per cent will be contributed from TV and advertising; and the remaining 10 per cent will be from organising shows and events.
