The Best-Selling Chinese Daily in Thailand & The Market It Offers

[levenisme]

When allocating annual budget for print ads placement, most of the companies in Thailand tend to follow the same routine: 70% of the budget will go to Thai language newspaper, 20% to Bangkok Post or The Nation. The rest? Maybe magazine or a bit of brochures. That’s all, job done, case closed.

For all this while, the lack of knowledge towards the Chinese print media in Thailand has drawn the marketers to neglect the sector. They inaccurately view the Chinese newspapers here as being tiny in size or too unimportant to advertise.

As a result, not many companies in Thailand have actively engaged the Chinese print media to promote its brands or products, with the exceptions of few, such as Dtac, Bangkok Bank and Central Group.

It is a market that has been disengaged with the mainstream Thai media advertising circle. It is a blue ocean market to say the least.

Real situation

What’s the real situation in Thai Chinese print media? First, there are 6 Chinese newspapers in Thailand, all of which owned by locals Thai Chinese and some of them have rich history dating back to 1950s.

Of all, Universal Daily News, or Shi Jie Ri Bao (世界日报,หนังสือพิมพ์ สากล) , has been the number 1 best-selling Chinese newspaper since 2002. It sells more than 30,000 copies a day throughout the whole Thailand. The reader population is around 100,000. It is even available in many selected 7-11 shops or Book Smile book stores, unlike its competitors.

The contents of Universal Daily News give heavy emphasis on international economics and current affairs news. For example, out of the 12-paged main general news section, 6 page are devoted to Taiwan, China and Western economics and political news.

As such, 50% of our readers are Taiwanese expats. Taiwan also continues to be one of the top five foreign investors country in Thailand as of 2014. 25% of them are China nationals, and the rest are Thai Chinese and expats from some other countries (Malaysian, Singaporean).

Our Readers

According to surveys, our readers are uniquely different because:

1. 70% of them don’t read newspaper in other languages or watch Thai TV. As such, if you do not promote your products or services here, you can’t reach them.
2. 76% of them are self-employed and own companies. As expat, they need a variety of products and services to optimize operations performance.
3. 65% of them are married. Living abroad, they need different types of lifestyle or health product to improve their living quality, and they need to do purchases for the child.
4. 83% of them have a monthly income between THB 30,000 and THB 80,000.
5. 91% of them take flight at least once in a year.

It’s very clear from the data above that Universal Daily News is presenting you a very mature middle-class market with strong buying powers.

As of August 2014, there are very few companies that actively engaging this market in Universal Daily News as mentioned.

Therefore, it is recommended that you grab this opportunity to launch a media campaign with UDN and victoriously make this market yours.

The earlier you enter, the more they will remember your companies.

Act now before it’s too late. To advertise on Universal Daily News, call Leven Woon @ 092 – 834 2909 or email: [email protected]

Advertising Rate for Colour Ad

A1 Half Page THB 112,000, 1/4 Page THB 56,000

A12 Full Page THB128,800, Half Page THB64,400, 1/4 THB32,200, 1/8 THB 16,100

All mentioned above are price before discount. In conjunction with founding anniversary of the newspaper this month, we offer 30% straight for all the colour and b/w ads.

Buy 5 free 1, buy 9 free 2, buy 12 free 3.

To advertise on Universal Daily News, call Leven Woon @ 092 – 834 2909 or email: [email protected]

Thanks for reading!

Universal Daily News (世界日报)address: 21/1， Si Kat Phaya Si, Charoen Krung Road, 10200, Bangkok (It is at the intersection between Feuang Nakorn Road 和Charoen Krung Road, nearWat Pho. Google it by typing Old Town Café Phra Nakorn)

To subscribe to the newspaper call: 02 – 226 0040 转0