The objective of this qualitative study is to examine the organizations’ policy in using the website as a means of the magazine’s adaptation to new media, formats and content presentation styles of the website, obstacles in developing the website, and the future trend of magazine’s websites in Thailand, using 3 organizations, namely Siam Sport Syndicate co. ltd., Matichon co. ltd., and Amarin Printing and Publishing co. ltd., as the samples. The researcher employed in-depth interview and content analysis of each organization’s magazine presentation on the website. The findings show that the organizations have set out the policy which gives precedence to the website whereby a division is established specifically to be in charges of the website. The aims of the website are to be a channel to promote the magazine, to distribute the organization’s information, to communicate with readers, to be a source for online information searching, and to generate income for the organization from e-magazine and online advertising sales. Operating a website, therefore, is a means to utilize new media to support the organization’s original media, which will enhance its competitiveness advantage. The content presented online includes content from the main medium and content especially-produced for the online platform, and interactive media are used on the website. Factors affecting the website development include organizational, economic, technology, and fundamental information technology factors, as well as copyright infringement problems, payment system, competition among mass media, and community members’ behavior concerning technology and internet. In terms of the trend of magazine presentation online in the future, a certain portion of websites are likely to be launched to support magazine operation, and will mostly generate advertising sales revenue. E-magazine production has a potential to be developed further and to serve a wider scope of audience in the future
