The Standard News Director Emphasizes AI-Era Journalism Requires Enhanced Skills, Focuses on 8 Outlets Strategy of Building Communities Over Chasing Mass Audience

29 ธ.ค. 2568
13:58 น.

Dr. Nattha Komolvadhin, News Director of The Standard, a leading Thai media organization, acknowledged that fragmented media consumption has transformed news distribution, with The Standard actively developing 8 specialized outlets to build niche communities rather than chasing mass audiences, while maintaining professional journalistic standards in the AI era.

Amid the rapidly growing trend of media fragmentation and AI disruption, maintaining quality journalism through distinct content “signatures” remains crucial.

The AI challenge will definitely come and disrupt every industry. But we must live with AI, must use AI. Therefore, journalists themselves must become more skilled, production skills must improve,"

Nattha said.

“8 Outlets with Signature Identity” serves as The Standard’s core strategy for creating targeted communities in the fragmented media landscape. “We must deliver content with clear signatures to specific audiences, as the mass media era has ended,” Nattha said, emphasizing the importance of in-depth content, exclusive insights, and building dedicated communities through platforms like The Standard, The Standard Wealth, The Secret Sauce, The Standard Pop, and four other specialized outlets.

The Standard has also launched dedicated community websites for The Standard Economic Forum and The Secret Sauce, which now serve as year-round information hubs connecting professionals and entrepreneurs beyond the annual events.

For brands interested in PR content, she advises avoiding hard-sell approaches, as effective PR news must have compelling stories with context that make readers smarter and more globally aware, not just advertising.

These days, hard sell doesn't work. This is the era of storytelling. Storytelling with voice or personal touch helps. What provides context is important because young people want information that makes them smarter,"

Nattha said.

ภูมิทัศน์สื่อไทย 2567-2568

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