Adaptation Strategies to the Impact of Online Advertising Media on Print Advertising Businesses in the Economic Areas of Southern Thailand

Abstract

This article aimed to develop adaptive strategies for print advertising media businesses to achieve sustainable success. It employed qualitative research methods, including in-depth interviews with 28 key informants and focus group discussions with 12 individuals involved in print advertising media businesses. The data was analyzed using inductive summarization. The research findings indicated that print advertising businesses in the region still play a role in marketing communication, particularly with the target group in the tourism sector. However, technological changes and shifts in consumer behavior had created pressure on business operations, and many companies were facing recession. Based on the analysis, adaptation strategies can be classified according to the PAT Model: P - Preparation: Strategic data preparation, business potential assessment, and planning for change adaptation. A - Adaptation: Adjustments in organizational structure, products, and marketing channels. T - Transformation: Applying technology, creating new value, and reducing costs for long-term sustainability. Key recommendations included that the government should play a role in supporting businesses, especially small and medium-sized enterprises, in accessing technology, capital, and knowledge for adaptation. Meanwhile, businesses that survive should focus on developing innovation and marketing capabilities, and those unable to continue operations should receive support in role transformation or business consolidation.