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ONMEDIA December 2010 Newsletter 
The 
Outdoor 
Lifestyle
Future Watch: The Outdoor Lifestyle 
Have you ever noticed that there are an increasing numbers 
of Thai magazines specializing in traveling and dining. Also a 
lot of Thai newspaper and tabloid invented a section 
contributing to Traveling and Dining. More people go to the 
public parks for outdoor exercise and activities. 
Why is that? Because health, wellbeing and the body 
beautiful have been moving to the very centre of consumers’ 
attention. 
Growing numbers of consumers across the world are now 
able to enjoy paid holidays and a well-cartered for old age. 
And for many, this serves as an opportunity to get out and 
enjoy nature, or at least physical activity. 
Source: Euromonitor International, 2010
Global consumer expenditure on tourism 
and leisure and recreation: 2004-2009 
Source: Euromonitor International from trade source/OECD/national statistics
Future Directions 
Old and fit – A generation on the move 
The over- 50s have discovered the joys of physical 
activity. Never has a generation benefited from such 
good nutrition, such outstanding educational 
opportunities and such wealth as the baby boomers 
and they are determined to guard their health by all 
means necessary. And they have money to spend. For 
example they invest in good outdoor clothing; in Europe 
now there is hardly a walker without the inevitable pair 
of Nordic walking sticks for enhancing exercise. 
The Allure of gardening On yer bikes 
While gardening has always been a prerogative of 
ladies of a certain age, it is now becoming eco-fashionable. 
‘Lohas’ consumers (green 
consumers living lifestyles of health and 
sustainability) love to garden, grow their own 
vegetables and blog about it. Gardening can be 
just for fun and, I would say, fashionable now as 
you may see a lot of vertical garden of Emporium 
and Siam Paragon. 
Trail and mountain biking is turning into 
a tourist industry, with endless numbers 
of consumers of all ages from 6 to 60 
crossing the Alps by bikes. And with the 
increasing number of cycle commuters, 
urban bike stations are popping up in 
many parts of the world. In Bangkok 
there is a company called Amazing 
Bangkok Cyclist (ABC), which promote 
Bangkok sight seeing biking tour and 
someone probably see people with 
foldable bikes in BTS
Future Directions (cont’) 
Splendor on the grass: Outdoor eating 
Outdoor does not have to equal 
It is one of the enduring mysteries how England, of all 
countries, has become the mother of the great picnic 
tradition. Other than picnic, cooking food on a 
barbecue is a more domestic cultural habit that has 
caught on everywhere in the world where people eat. 
Though those are not quite popular in Thailand, but we 
seem to enjoy eating in outdoor type of restaurant and 
coffee shop. Those type of restaurants with gardening/ 
outdoor setting popped up like mushroom in Thailand. 
No need to stay indoors to be a nerd sport…but it usually does 
Now that with the Blackberry, the iPod and notebooks, 
even TV receivers, electronic media can be mobile, there 
is no need ever to be at home any more. We all have no 
doubt about that. However, there is a little homework 
left to do for Apple. In the chat forum macrumours.com, 
one contributor describes the iPad as having “one major 
flaw in that it is totally useless in direct sunlight…” 
Trendwatching.com sees the powerful tandem of 
mass urbanization and mass experiences resulting in 
“an orgy of real world activities and happenings that 
are all about mingling; from countless cultural and 
not so cultural events, concerts, festivals, and 
seminars, to a burgeoning and truly global 
bar/dining/party scene. Hundred of pop festivals 
(think Music/Jazz festivals in Thailand) all over the 
world are getting young people to sleep in tents and 
snack in the grass. However, never has sport been 
more accessible to the general public, both 
passively through the media and actively in terms of 
participatory sports. Sport has become a unifying 
factor for consumer locally, nationally, and globally.
Point to Marketers 
New business openings 
•Consumers love to live the outdoor lifestyle, given half 
a chance. Market for outdoor comfort to be explored – 
from furniture and gadgets to clothes. 
•Sport has now become one of the most effective 
channels through which brands can extend their global 
reach and become visible to millions of viewers. One a 
level closer to the consumer, sports brands are the 
badges of youth culture, while older consumers are 
more attached to quality and are aware of price rather 
than a brand image. 
•Outdoor and leisurewear have long become a style 
statement especially for young people. Meanwhile, it is 
becoming increasingly acceptable for older people to 
dress down in leisurewear too, thus demographics 
worldwide are supporting the leisure fashion industry. 
•Competition is strong, it is important to innovate and 
be closer to your consumer group by following the 
myriad comments in media like consumer blogs, 
Facebook and Twitter. Be aware of changes in attitudes 
to nature; see what they read by checking non-fiction 
book rankings. 
The new context 
•There is now growing public concern about nature in 
jeopardy. TV programs like the 2006 BBC series “Planet 
Earth” are public favorites. A distribution arm of the 
Disney Corporation dedicated to nature documentaries, 
Disneynature, released its second film, “Oceans,” on 
April the 22nd, Earth Day (the first, “Earth” was also 
released on Earth Day, last year). 
•All over the globe, consumers seem to want to get 
closer to nature. They are also discovering that messing 
about outdoors can be fun. As Mark Twain put it: 
“Catch the trade winds in your sails. Explore. Dream. 
Discover.”
ONMEDIA Media market snapshot
Facilitate an outdoor lifestyle with the new 
and upcoming format, Digital Magazine 
The US’s Digital Magazine April issue says what lies 
beneath this phenomenon are 
• Generation shift in technology 
Magazine Format: Preference by Age 
Source: The Survival Of Magazines In The Digital Age, Feb 2010 
• Proliferation of mobile devices 
It’s so 
popular 
because 
.Content is tailored to be short & precise 
.Gimmick on interactive functions 
.Attractive photos and VDOs 
Source: Prachachart Turakij, 28 Nov 2010
The future has just begun! 
Most digital magazines today are simply 
digital replicas of print magazines. 
However, interactive digital magazines 
in the future will be entirely different. 
They are… 
1. designed to compete for the attention 
of online readers, not print readers 
2. designed for easy interaction between 
readers and the magazine, not just for 
one-way content delivery 
3. contained ads that readers can interact 
with 
Source: The Case for Advertising in Interactive Digital Magazines, April 2010
What happened here in Thailand? 
With the official launch of the iPad in Thailand comes at least a dozen Thai 
magazines coming out with e-versions. The apps themselves are free to download. 
But then there is a shop where you can buy individual magazines or subscribe. 
Below just for example…
Ideas on what to do and cost 
For more detail, please 
contact our magazine 
specialists

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Media outdoor lifestyle - Thailand

  • 1. ONMEDIA December 2010 Newsletter The Outdoor Lifestyle
  • 2. Future Watch: The Outdoor Lifestyle Have you ever noticed that there are an increasing numbers of Thai magazines specializing in traveling and dining. Also a lot of Thai newspaper and tabloid invented a section contributing to Traveling and Dining. More people go to the public parks for outdoor exercise and activities. Why is that? Because health, wellbeing and the body beautiful have been moving to the very centre of consumers’ attention. Growing numbers of consumers across the world are now able to enjoy paid holidays and a well-cartered for old age. And for many, this serves as an opportunity to get out and enjoy nature, or at least physical activity. Source: Euromonitor International, 2010
  • 3. Global consumer expenditure on tourism and leisure and recreation: 2004-2009 Source: Euromonitor International from trade source/OECD/national statistics
  • 4. Future Directions Old and fit – A generation on the move The over- 50s have discovered the joys of physical activity. Never has a generation benefited from such good nutrition, such outstanding educational opportunities and such wealth as the baby boomers and they are determined to guard their health by all means necessary. And they have money to spend. For example they invest in good outdoor clothing; in Europe now there is hardly a walker without the inevitable pair of Nordic walking sticks for enhancing exercise. The Allure of gardening On yer bikes While gardening has always been a prerogative of ladies of a certain age, it is now becoming eco-fashionable. ‘Lohas’ consumers (green consumers living lifestyles of health and sustainability) love to garden, grow their own vegetables and blog about it. Gardening can be just for fun and, I would say, fashionable now as you may see a lot of vertical garden of Emporium and Siam Paragon. Trail and mountain biking is turning into a tourist industry, with endless numbers of consumers of all ages from 6 to 60 crossing the Alps by bikes. And with the increasing number of cycle commuters, urban bike stations are popping up in many parts of the world. In Bangkok there is a company called Amazing Bangkok Cyclist (ABC), which promote Bangkok sight seeing biking tour and someone probably see people with foldable bikes in BTS
  • 5. Future Directions (cont’) Splendor on the grass: Outdoor eating Outdoor does not have to equal It is one of the enduring mysteries how England, of all countries, has become the mother of the great picnic tradition. Other than picnic, cooking food on a barbecue is a more domestic cultural habit that has caught on everywhere in the world where people eat. Though those are not quite popular in Thailand, but we seem to enjoy eating in outdoor type of restaurant and coffee shop. Those type of restaurants with gardening/ outdoor setting popped up like mushroom in Thailand. No need to stay indoors to be a nerd sport…but it usually does Now that with the Blackberry, the iPod and notebooks, even TV receivers, electronic media can be mobile, there is no need ever to be at home any more. We all have no doubt about that. However, there is a little homework left to do for Apple. In the chat forum macrumours.com, one contributor describes the iPad as having “one major flaw in that it is totally useless in direct sunlight…” Trendwatching.com sees the powerful tandem of mass urbanization and mass experiences resulting in “an orgy of real world activities and happenings that are all about mingling; from countless cultural and not so cultural events, concerts, festivals, and seminars, to a burgeoning and truly global bar/dining/party scene. Hundred of pop festivals (think Music/Jazz festivals in Thailand) all over the world are getting young people to sleep in tents and snack in the grass. However, never has sport been more accessible to the general public, both passively through the media and actively in terms of participatory sports. Sport has become a unifying factor for consumer locally, nationally, and globally.
  • 6. Point to Marketers New business openings •Consumers love to live the outdoor lifestyle, given half a chance. Market for outdoor comfort to be explored – from furniture and gadgets to clothes. •Sport has now become one of the most effective channels through which brands can extend their global reach and become visible to millions of viewers. One a level closer to the consumer, sports brands are the badges of youth culture, while older consumers are more attached to quality and are aware of price rather than a brand image. •Outdoor and leisurewear have long become a style statement especially for young people. Meanwhile, it is becoming increasingly acceptable for older people to dress down in leisurewear too, thus demographics worldwide are supporting the leisure fashion industry. •Competition is strong, it is important to innovate and be closer to your consumer group by following the myriad comments in media like consumer blogs, Facebook and Twitter. Be aware of changes in attitudes to nature; see what they read by checking non-fiction book rankings. The new context •There is now growing public concern about nature in jeopardy. TV programs like the 2006 BBC series “Planet Earth” are public favorites. A distribution arm of the Disney Corporation dedicated to nature documentaries, Disneynature, released its second film, “Oceans,” on April the 22nd, Earth Day (the first, “Earth” was also released on Earth Day, last year). •All over the globe, consumers seem to want to get closer to nature. They are also discovering that messing about outdoors can be fun. As Mark Twain put it: “Catch the trade winds in your sails. Explore. Dream. Discover.”
  • 8. Facilitate an outdoor lifestyle with the new and upcoming format, Digital Magazine The US’s Digital Magazine April issue says what lies beneath this phenomenon are • Generation shift in technology Magazine Format: Preference by Age Source: The Survival Of Magazines In The Digital Age, Feb 2010 • Proliferation of mobile devices It’s so popular because .Content is tailored to be short & precise .Gimmick on interactive functions .Attractive photos and VDOs Source: Prachachart Turakij, 28 Nov 2010
  • 9. The future has just begun! Most digital magazines today are simply digital replicas of print magazines. However, interactive digital magazines in the future will be entirely different. They are… 1. designed to compete for the attention of online readers, not print readers 2. designed for easy interaction between readers and the magazine, not just for one-way content delivery 3. contained ads that readers can interact with Source: The Case for Advertising in Interactive Digital Magazines, April 2010
  • 10. What happened here in Thailand? With the official launch of the iPad in Thailand comes at least a dozen Thai magazines coming out with e-versions. The apps themselves are free to download. But then there is a shop where you can buy individual magazines or subscribe. Below just for example…
  • 11. Ideas on what to do and cost For more detail, please contact our magazine specialists