The English-language Bangkok Post opened a new front in its long-time rivalry with The Nation yesterday, launching a new Thai-language daily, Post Today, to compete with The Nation Group's Thai-language Krungthep Turakij daily.
Post Today is the first Thai-language business daily to be launched since the 1997 economic crisis and is a sign of the resurgence of the country's publishing industry, according to the 56-year-old Bangkok Post.
The company said it was targeting a daily circulation of 100,000 copies and aiming at "trendy people" aged 25 to 45.
The new 50-page daily will attempt to present business news in concise, easy-to-understand language and also cover general news, sports and entertainment.
Post Today is being promoted with a 150 million baht (US$3.57 million) advertising and marketing campaign including TV and radio spots, billboards and taxi-roof ads, the Bangkok Post said.
The new daily carries a cover price of 15 baht (US$0.36) but it is being offered free for three days on news stands.
The Bangkok Post quoted Suthikiati Chirathivat, chairman of the executive committee of parent company Post Publishing Plc, as saying 350 million baht had been invested to launch Post Today and he hoped the new paper would break even in two to three years.
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