New Trends in Non-fiction THAILAND Pimpicha Utsahajit

Banlue Publications

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The Book Market of Thailand 2016

68 M Aging Society 51% 49% POPULATION Adult The Youth in less than 10 years 51% Male Female Literacy Rate 49% The Youth 98.24% Adult 96.66%

Market Situation Readers & Buyers The market has been shrinking Below-average Reading Culture Index (40.4) Time Spent Reading Print Media Online Magazines & News > Books 166 222.5 mins / week mins / week

Market Situation Readers & Buyers Readers’ Preference SHORT EASILY DIGESTED eBook = OPTION ≠ REPLACEMENT Problem : ‘All – You – Can – Read’ Business Model (buffet) FREE PIRACY

Market Situation Publishers Magazine Survival Trends : ONLINE or FREE COPY Only top leaders in each category can perform well Area of Expertise  Unique Selling Point  Niche Develop into : other forms of media contents collaboration with brands and organizations

Market Situation Distributors 2 Schools of Thoughts Focus on : - Bookfairs & Events - Online Stores Books won’t survive Books will survive (but in new directions) replace book shelf space with other products blend books into lifestyle & community (Amazon Model) (Amazon Model)

New Trends in Non-fiction THAILAND 2016

‘ Read for a better life ‘ Indicator Economic Environment The Power of the Internet 1 2 Seek contents which cannot be found online in-depth complete exclusive Economic Crisis ‘ Read for a better life ‘ World Exploration must-reads trendy topics interesting writers various interests & hobbies interesting niche self image & identity willingness to pay Books ≠ Commodity

Indicator Global Trends in Desirable Professional Attributes 3 Writer Trends An array of skills Beyond academic achievements Hobbies  Business 4 Non-fiction For Children 5

Indicator Content Consumption Trend 7 6 TED Talks Podcasts Seminars & Workshops News Summary etc. The Shift from FICTION to NON-FICTION Knowledge ≠ Study Knowledge = Fun a saturated market coming-of-age target readers an increase in demands for other time-efficient genre options

Best-selling Book Stat 3 Jan – Aug 2016 (bimonthly / 16 rounds) 13 * All the 3 rounds of the highest sales in fiction are from only 1 book

Case Study 1 How-to & Self-help www.minimore.com

Case Study 2 Travelogue www.minimore.com National Bookfair Sample & Extra https://www.youtube.com/watch?v=ve0WYVb-4po

Case Study 3 Creative Non-fiction LEO : Young N Wild https://www.youtube.com/watch?v=NByHC_ThTUQ

Conclusion Publishers and agents are now aware that the trends will sooner or later change to other types of non-fiction due to the market saturation in how-to and travel genres, yet it is not easy to foresee what is next. The trends in non-fiction have already penetrated the book market in Thailand but there is still some room to mature. Not all non-fiction types of books are popular. It depends on the social interests and the momentum of the content market. How-to and self-help books are currently the leaders in the market, followed by the travelogue. The focus is now on how to creatively present the non-fiction contents. Many methods once used only for fictions are now applied to non-fiction contents to bring it to life, such as - easily digested story - beautiful pictures - appealing layouts and designs - friendly infographics - multimedia synergy.

how to develop and expand existing contents to other media platforms Conclusion CHALLENGE KEYWORDS how to develop and expand existing contents to other media platforms useful enter-taining FICTION TV series animations licensing business etc or VS time efficient POPULAR NON-FICTION cookbooks how-to (workshops or seminars) & Personalized Non-fiction Data Management

Thank You Pimpicha Utsahajit pimpicha@banluegroup.com