Thailand’s press giants raise prices as digital media erode sales

The country’s two most prominent daily newspapers, Thairath and Daily News, have announced a significant retail price hike effective May 1, a move that underscores the deepening crisis within Thailand’s print media industry as production costs soar and readers migrate to digital sources of news.

The two titans of the Thai newsroom will increase their cover prices from 10 baht to 15 baht per copy.

The decision reflects the mounting pressure of rising paper, ink and logistics costs, which have become unsustainable amid a decade-long decline in circulation.

A survey of newsstands across Bangkok and its surrounding provinces reveals a grim reality at the downstream end of the supply chain. In the Vibhavadi 60 and 64 areas, which were once bustling hubs for newspaper vendors, only two stalls remain.

One vendor noted that daily orders have dwindled to just a few dozen copies.

The primary client base consists almost exclusively of the elderly, who maintain a lifelong habit of reading physical papers, while new readers among the younger generation are virtually non-existent, appearing only occasionally to purchase specific editions for academic research or reports.

The situation is equally dire in Nonthaburi’s Pak Kret market. Where five or six newsstands once competed for customers, only two small tables remain.

One stall owner reported that, upon informing long-term customers of the impending 50% price rise, several subscribers of over 10 years immediately cancelled their orders, citing the increased financial burden.

Another vendor, who has scaled back his business to a single folding table, admitted that the profit margin is a mere 1.30 baht per copy.

He said that there is a high likelihood that he will close down if his distributor of 40 years decides to quit. "There are no new readers to replace the old ones," he lamented.

The trend extends to the provinces. In Chiang Mai’s Muang Mai market, the atmosphere at newsstands remains somber.

Buyers are mostly purchasing for elderly relatives, to help stimulate memory and maintain a sense of familiarity, as many seniors struggle with smartphone technology.

While consumers expressed an understanding of the economic necessity behind the price adjustment, many feel the 50% increase is too steep for low-income earners and retirees on fixed pensions.

Distributors provide perhaps the most startling evidence of the industry's contraction.

Shinbun Express Co, a major distributor in Samrong, Samut Prakan, revealed that sales volumes have plummeted by 90% over the last decade, dropping from 20,000–30,000 copies per day to just 2,000-3,000.

To survive, distributors are expanding their delivery areas and pivoting to online subscription models, delivering physical papers directly to homes to maintain a steady revenue stream following the price hike.

Despite the bleak outlook, industry leaders believe the death of print media may not be as imminent as feared.

Chairith Yonpiam, Secretary-General of the Thai Journalists Association (TJA), observed that, while many publications have already closed down, survivors must urgently adapt their business models and cultivate new reader bases.

Chairith maintains that newspapers still hold a unique charm and value that digital snippets cannot replicate.

He pointed to high-quality editorials, situational analyses and investigative reports as the keys to survival.

"These in-depth contents offer a level of credibility and rigor often missing from the speed-driven nature of social media. Maintaining this editorial quality remains the vital key for print media to retain its place in modern society," he said.