การปรับเปลี่ยนของนิตยสาร GM และ BOSS ในช่วงวิกฤตทางเศรษฐกิจ / สร้อยนภา สงฆ์โนนเหล็ก = The adjustment of GM and BOSS magazines during the economic crisis / Soinapa Songnonlek
This research, entitled "the adjustment of GM and BOSS magazines during the economic crisis," is a qualitative study. Its objective is to study adjustment strategies and presentation of content of both magazines during the recent economic crisis which began in 1997 after the floatation of the Thai currency. The study finds that both GM and BOSS magazines have similar strategies in coping with the recent economic crisis. This is particularly evident in executive decision-making since the ultimate decision-maker in both magazines is solely the owner. Both magazines also saw a major reduction in operation cost. For instance, the formerly used 4-color printing in inside pages was replaced by 2-color. BOSS magazine also reduced its cover price from 70 baht to 50 baht while GM magazine changed its issuance calendar from bi-monthly to monthly and increased the cover price from 50 baht to 70 baht accordingly. As for personnel, both magazines have hiring freeze policy, that is they will not hire a new employee to fill a position after someone resigned. In terms of content, BOSS magazine has altered the orientation of content from business to information and entertainment. This is the kind of orientation that some members of the management and editorial team of the magazine have expertise and skills in. Furthermore, the magazine has been experimenting with several types of changes in the cover page. As for GM magazine, there has not been a significant change in the content. Interviews, which are the strength of the magazine, remain the most highlighted type of content. The central similarity in the adjustment strategies of the two magazines during the economic crisis is that both drew upon a combination of strategies-management, organizational, and marketing-while adapting the magazines' form and content to correspond with the changing situation and readers' demand during the troubled time.
