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The aim of this study is two-fold. Firstly, it attempts to investigate the adaptations of Praew magazine in the digital era. Secondly, it purports to examine the factors contributing to its survival in the digital era. Using the theory of mass communication organization administration, corporate communication concept, strategic management theory and digital marketing theory as theoretical frameworks, this study employed qualitative research methods which included an in-depth interview with Siripen Palanchai, the executive manager of Praew magazine, and document analysis.
The findings indicate that the adaptations of Praew magazine for survival include (1) the management of media organization, (2) corporate communication, (3) strategic management, and (4) the adaptation of marketing patterns which requires simultaneous adaptation of these four aspects. To do this, it is necessary that the executive cope with the changes caused by the joint venture with new business alliances by communicating down to personnel in order to encourage them to develop their potential along with the organization. With regards to production, it was found that there is a decrease in the number of production to reduce the budget. Moreover, pre-orders of magazine are used to avoid risk. In terms of marketing, online websites and social media platforms are also used to reach customers.
In addition, the findings suggest two factors affecting the survival of Praew magazine –the internal factors and the external factors. The internal factors involve factors pertaining to organization administration, cooperate values, cooperate culture, leadership, ownership of magazine, and corporate communication. The external factors include finding business partners with funding readiness, business expertise, and financial status. Establishing a healthy relationship with various business groups helps increase confidence in business operation. Another important external factor concerns continuous improvement of technology, the creation of comprehensive quality printing and the integration of printing with new media in the digital era.
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