Adaptation Strategies of Thai Newspaper Organizations in the Digital Age: A Qualitative Study

Abstract

            This research article is a qualitative study aiming at investigating the adaptation strategies of Thai newspaper organizations in the digital age. An in-depth interview was used to collect data from 25 key informants who were the executives, editors, assistant editors, and reporters as a “journalists” in Thai newspaper organizations. To analyze, qualitative data was categorized systematically and using the analytical induction technique. The research findings revealed that the main adaptation strategies of Thai newspaper organizations were (a) organizational re-structuring (b) working process improvement, (c) content provider, (d) using social media technology, (e) professional training and development, and (f) response to the audience’s behavior and needs.