Reader’s Perception and Organization Management “Focus Pak Tai” of Local Newspaper in The Digital Age

Abstract

This research used the mixed method between two approaches as the followings, 1) the quantitative research by using 400 samples from people who have read the local newspaper, Focus Pak Tai. The objectives
were to study the relationships between media exposure and information perception of the local newspaper company Focus Pak Tai by using the inferential statistics to test One-Way ANOVA and to analyze Pearson’s Correlation Coefficient, and (2) the qualitative research by analyzing data from the reviewed literature and
in-depth interviews with directors and editorial staff who have roles in policy setting and organizational management service planning, combining with a non-participation observation to study the management of the local newspaper company Focus Pak Tai, management process by presenting the analyzed data
as a descriptive analysis.

Thus, this research found that:

1) Most readers perceived the organizational brand and understood the tactics of delivering content that builds confidence towards the information they received. Also, they recognized the professional media ethics as local media providers at a good level in all criteria. The media exposure of the local newspaper,
Focus Pak Tai had a positive relationship with an information perception of a local newspaper association which was significant at a low level of 0.001.

2) The characteristics of the local newspaper company, Focus Pak Tai’s management in the digital age affected the adaptability of the organization which used the principles and the processes of media convergence along with the organizational management. This expanded a wider reader group with new media to decrease the production cost by re-adjusting the news’ content following the mainstream trend
to confirm the increasing numbers of the new readers’ media exposure. It also created interpersonal relationships, along with establishing local participation under the project supervision of Focus Pak Tai’s provisional managers by franchising the local newspaper while acting as a direct agent for all provinces
in the southern part as the need to maximize the number of the publications.