1. New Trends in Non-fiction
THAILAND
Pimpicha Utsahajit

2. Banlue Publications

3. BANLUESARN

4. BANLUE BOOKS

5. SALMON BOOKS

6. BUNBOOKS

9. The Book Market
of Thailand
2016

10. 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%

11. 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

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

13. 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

14. 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)

15. New Trends in Non-fiction
THAILAND
2016

16. ‘ 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

17. Indicator Global Trends in Desirable Professional Attributes3
Writer Trends
An array of skills
Beyond academic achievements
Hobbies  Business 4
Non-fiction
For Children 5

18. Indicator Content Consumption Trend7 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

19. Best-selling Book Stat3
Jan – Aug 2016
(bimonthly / 16 rounds) 13
* All the 3 rounds of the highest sales in fiction are from only 1 book

20. Case Study 1 How-to & Self-help

21. Case Study 2 Travelogue www.minimore.com National Bookfair
Sample & Extra

22. Case Study 3 Creative Non-fiction
LEO : Young N Wild

23. 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.

24. 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

25. Thank You
Pimpicha Utsahajit