Thailand Publishing
Industry
Presented by Kim Chongsatitwatana
Nanmeebooks Co., Ltd.
Agenda
• Understand our industry
• Nanmeebooks at a glance
• Translated book market
• Korean books in Thailand
• Ideas for you
Economic and Demographic Data
2008
2009
2010
63.39 mil.
63.53 mil.
63.88 mil.
2.5%
-2.3%
7.8%
GDP per
head*
Bt. 131,717
(USD 4,249)
Bt. 129,875
(USD 4,190)
Bt. 143,655
(USD 4,634)
Inflation*
5.5%
-0.9%
3.3%
Population*
GDP*
(at constant price)
(Consumer price)
Exchange Rate at 31 Thai baht : 1 US$
Source : *Bank of Thailand : http://www2.bot.or.th/statistics/BOTWEBSTAT.aspx?reportID=409&language=TH
Thailand’s Publishing Landscape
Book
378+ publishers (in 2010)
 Over 28,354 new titles
 US$ 700 million
Source : SE-Ed Book Center, PUBAT 2010
Book publishing revenue VS GDP
2008
2009
2010
# New titles
13,348
13,624
(+2%)
15,086
(+9%)
GDP (USD Million)
292,740
291,662
313,537
Book publishing revenue
(USD Million)
600
619
(+3%)
678
(+9%)
Book publishing revenue
VS GDP
0.20
0.21
0.22
Source : : Publishing Industry 2011, PUBAT
Exchange Rate at 31 Thai baht : 1 US$
Market Share by size of publishers
5.00%
4.43%
4.50%
# of publishers
Leader (>USD10.5
million)
4.68%
3.96%
4.00%
Big (>USD3.83
million)
3.50%
3.00%
2.50%
Medium (>USD 1.16
million)
2.00%
1.53%
1.52%
1.50%
1.33%
1.00%
0.50%
0.49%
0.51%
0.06%
0.44%
0.05%
0.05%
0.00%
2008
2009
Small (<USD 1.16
million)
2010
Year
8% of publishers are big-sized
and
80% of publishers are
leaders, but produce up to 4% of
small-sized, but only have
market share
less than 1% market share
Source : : Publishing Industry 2011, PUBAT
Thai people spend USD 8.92/year on books
Annual Spending on
books/person (USD)
Annual income/person
(USD)
% Spent on books of
income
2005 2006
2007
(est)
7.49
8.12
8.92
3,428 4,516
4,018
0.22% 0.18% 0.22%
Source : SE-Ed Book Center, PUBAT 2007 *** updated information available at end of 2011
1 bookstore serves 32,953 people!
2005
2006
2007 (est)
Population (people) 62,418,054 62,828,706 63,038,247
# Of Bookstores
# People/bookstore
848
955
1,913
73,606
65,789
32,953
In 2011 – # of Bookstores (including CP Booksmile 2500 Branches) in total is est. 3500
Source : SE-Ed Book Center, PUBAT 2007 *** updated information available at end of 2011
1 library serves up to 125,000 people!
Quantity
Libraries in Universities
130
National Libraries
25
Public Libraries
350
Total
505
Source : SE-Ed Book Center, PUBAT 2007 *** updated information available at end of 2011
Government Policies on Book Market
• Growing of e-book publishing and e-learning in Thailand
(Possibility of free tablet distribution from gov.)
• Support from Government to make Bangkok as the world
reading capital
• Decade of reading as a national agenda (2009 -2018)
• Educating about ASEAN countries and focusing on English
language – we want more books about ASEAN/ from ASEAN
countries to understand about culture and society of those
countries and language learning books
• Government policy stimulating buying
-Thai Strong Policy Action (ไทยเข้มแข็ง) – gov. budgets spent
on books and educational materials to schools & libraries
- Reduction of tax for people and organizations who buy
books for donation
Source : Publishing Industry 2011, PUBAT
Bestselling Books in Thai Book Market
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Dharma (Bhuddism)
Travel Book
Romantic novels by Thai authors
Youth Literature
Educational Comics
Language learning (English)
How to buy and sell stocks
Health Books
Business/ How-to
Technology/ hobby (iPad, Ukulele, etc.)
Reference from Se-Ed Book: http://www.se-ed.com/eshop/BestSeller/100BestSeller.aspx
And Se-Ed Release 2010: http://www.se-ed.com/release10/downloads/SE-ED%20Release%202010.pdf
Common misconception
• Many Thai publishers buy rights from
Korea
• Korean publishers misunderstands that
Thai publishers can afford high advance
• BUT the market is still vast
• We still need a lot MORE books from you
• Let’s do LONG TERM business
Agenda
• Understand our industry
• Nanmeebooks at a glance
• Translated book market
• Korean books in Thailand
• Ideas for you
62 years ago (1949), Thongkasem
founded a Chinese bookstore in
China Town
19 years ago (1992), Suwadee
founded her own publishing
house
2,893 titles in Nanmeebooks
3 imprints in our house
79% of our titles are children books
For 18 Years Old++
For 0-8 Years Old
21%
Children
Adults
79%
For 9-18 Years Old
Science magazine for children (10–15 years old)
Agenda
• Understand our industry
• Nanmeebooks at a glance
• Translated book market
• Korean books in Thailand
• Ideas for you
More publishers are buying foreign rights
Nanmeebooks as a case study
Nanmeebooks: local titles vs
foreign titles
Western titles VS Eastern titles
11%
Western
Local
42%
Foreign
58%
89%
Eastern
Eastern titles
0.2%
Korea
14%
Japan
China
12%
Others
74%
Western titles
1%
UK
Europe
USA
Australia
19%
24%
56%
Agenda
• Understand our industry
• Nanmeebooks at a glance
• Translated book market
• Korean books in Thailand
• Ideas for you
Thai people love Korean books!
• It all started with “Autumn in my Heart”
(Nanmeebooks,2002)
Educational Comics
Reference
Novels
Non-fiction for Adults
Other Thai publishers
who license from Korea
Amarin’s Quiz Series
Jamsai’s love stories
Siam Inter Multimedia
SE-ED
Agenda
• Understand our industry
• Nanmeebooks at a glance
• Translated book market
• Korean books in Thailand
• Ideas for you
Interview with SE-ED Book Center
• SE-ED has 390 bookstores in Thailand
• Average price for books is 168.15 baht (USD
5.60)
• Bestselling category in SE-ED:
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Dharma
Health
English Grammar
Pocket Books of Current Interests
Buying and Selling Stocks
• Bestselling Korean books in Thailand:
educational comics, loves novels
Translation Problems
• Few good quality Korean-Thai translators
• If your books have English or Chinese
editions, they will help us very much!
We need your help!
• Promotional activities are crucial
• Please help us with marketing idea
(promotion idea, press release, book
reviews, premium, POPs idea, local
advertisement samples), more Thai people
will read your books!
We invite authors to promote books
Authors from other countries
We organise actitives in schools
to educate students, parents, teachers about our books
We organise science camps to
promote our books!
We train teachers to use our books
Nanmeebooks Reading Club has
over 2 million student members
Apart from regular bookstores,
we have other sales channels
The Publishers and Booksellers
Assocation of Thailand (PUBAT)
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Established in 1960
Number of Committees: 15
Membership: 567 (as of Dec 31, 2010)
Full Time Staff: 5 (as of August 2011)
Acquired Office Building: 2002
Int’l Memberships IPA, APPA, ABPA
Website: www.pubat.or.th
E-mail address: info@pubat.or.th
Thank you for your attention.
We welcome your questions!
Sawasdee Ka!