Digital Age: Newspapers Organization Management
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Abstract
The goal of this research was to investigate the strategy for modifying newspaper organization management and principles for newspaper organization management in the digital age. The Delphi Method was employed in this qualitative research. (1) the research procedures included the study of literature, relevant research papers, and in-depth interviews to investigate the management adjustment approach of newspapers organizations like Thai Rath and Daily News in terms of policy, commercial, and operational levels as a framework for managing the newspaper media organizations, (2) the analysis of documents and in-depth interviews conducted with 21 experts, (3) the development of criteria for media organization management, (4) the evaluation and certification of the results of newspaper organization management.
Based on the results of the study of newspaper media organization adjustment strategies of Thai Rath in the aspect of the policy level, there was an investment in technology to use news management system. In terms of the business level, the organization itself has adopted an aggressive marketing strategy. Additionally, for the operational level, there has been some preparation of personnel to be ready for the organization to reach its success. Besides that, for the strategies of the Daily News at the policy level, there was an implementation of the principle of stabilization to strengthen online media. At the business level, the organization aims to create quality. Moreover, at the operational level, there was an adjustment in the organizational structure and building values for pride and loyalty.
The findings support the criteria for newspaper organization management in digital era. (1) dynamism, changes in aims and media organization tactics, (2) technology, (3) new newspaper design and structure for a contemporary organization, (4) in terms of Human Resources, it is managed in line with the factors and the environment which is a powerful tool for transforming media management.
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