Digital Disruption Affecting Advertising of Newspaper Organizations in Thailand

Abstract

The news consumption practices are changing rapidly due to the development of communication technology which offers people a number of new communication platforms to search for information. The shift towards digital news outlets is evident in many traditional media especially a newspapers industry. In addition, the ease of digital communication technology usage allows both public and private organizations be able to own media to directly sending information to their target audience. These changes have created challenges and opportunities for the newspaper industry. To survive, the industry has to embrace changes and implement effective strategies that capitalize on a rapidly changing news environment and news consumption practices. The article revealed that even though newspaper organizations structure and working process has remained the same, there are changes in the form and working process in marketing and advertising department of the organizations from passive to active approach. The newspaper organizations have employed a number of content expert professionals to assist advertisers in planning integrated corporate communications. Also, the organizations tend to use big data derived from digital technology in planning the marketing communication strategies for themselves and advertisers’ organizations.