{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-572d6a42.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-f4d0de30.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Luxury magazines hold off the recession in Thailand' data-url='/boclips/videos/5c54c4a4d8eafeecae16a461' data-video-url='/boclips/videos/5c54c4a4d8eafeecae16a461' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nLuxury magazines hold off the recession in Thailand\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eAP TelevisionAmarin Plaza Book Shop, Bangkok -  September 18, 2009 1. Two women reading magazines at magazine store.2. Tilt up from magazine to woman's face.3. SOUNDBITE (Thai) Naowarat Suthanjariya, Manager at Cosmetic Skin Clinic:...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eAP Television\u003cbr/\u003eAmarin Plaza Book Shop, Bangkok -  September 18, 2009 \u003cbr/\u003e1. Two women reading magazines at magazine store.\u003cbr/\u003e2. Tilt up from magazine to woman's face.\u003cbr/\u003e3. SOUNDBITE (Thai) Naowarat Suthanjariya, Manager at Cosmetic Skin Clinic: \u003cbr/\u003e\"Fashion changes all the time, so I try to keep up with the latest ladies' fashions and styles. No one likes outdated fashion. We want to be modern.\"\u003cbr/\u003e4.Tilt up on magazines on rack.\u003cbr/\u003e5. SOUNDBITE (Thai) Ganyawan Leucha, Office Assistant: \u003cbr/\u003e\"Fashion magazines have so many advertisements and less and less fashion. The magazines just focus on business and advertising.\"\u003cbr/\u003eAP Television\u003cbr/\u003eHamburger Magazine Studio, Bangkok - August 27, 2009\u003cbr/\u003e6. Stylists adjusting female model's hair.\u003cbr/\u003e7. Model's face as her hair is adjusted.\u003cbr/\u003e8. Photographer's back to camera and model flinging her hair backward.\u003cbr/\u003e9. Close of female model's face.\u003cbr/\u003e10. Stylists looking at photos on computer. \u003cbr/\u003e11. Various photos of female model on computer screen.\u003cbr/\u003e12. SOUNDBITE (Thai) Pattie Ungsumalynn Sirapatsakmetha, Actor and Model: \u003cbr/\u003e\"I think most people normally don't see that many different fashion styles in their daily lives, so magazines give them a chance to see more kinds of fashion.\"\u003cbr/\u003e13. Two Thai models posing.\u003cbr/\u003e14. Close of two Thai models. \u003cbr/\u003e15. Photographer taking photos next to stylist.\u003cbr/\u003e16. Close of male model posing.\u003cbr/\u003e17. Two stylists speaking to each other.\u003cbr/\u003e18. Photographer walking forward.\u003cbr/\u003e19. SOUNDBITE (Thai) Apichade Mahikote, Fashion stylist: \u003cbr/\u003e\"It doesn't matter how the economy is, people still love fashion. It's still in, but the way might be different. People might think more about what they choose or buy. But if you ask me, they will keep buying, because fashion is one of life's pleasures.\"\u003cbr/\u003e20. Make up artist adjusting male model.\u003cbr/\u003e21. SOUNDBITE (Thai) Nak Charlie Trairat, Actor and model: \u003cbr/\u003e\"I'm not a fan of any particular magazine, but I look at popular, mainstream magazines to see what other people are doing and how they dress and it's fun.\" \u003cbr/\u003e22. Close of male model posing.\u003cbr/\u003e23. Female model posing and photographer's back to camera.\u003cbr/\u003e24. Tilt up from female model's feet to her face.\u003cbr/\u003e25. Close of female model's face.\u003cbr/\u003eHamburger Magazine, Bangkok, Thailand, September 9, 2009\u003cbr/\u003e26. Magazine journalists and editor looking at magazine proofs.\u003cbr/\u003e27. Magazine art director drawing on magazine photo of female photo.\u003cbr/\u003e28. Art director flipping through magazine photo proofs, tilt up to art director and editors' faces.\u003cbr/\u003e29. SOUNDBITE (Thai) Weerawut Ujjutamanus, Editor in Chief, Hamburger Magazine:\u003cbr/\u003e\"Sometimes when people see something nice and desirable they will make an effort to try to buy it. That's what I believe. Reading magazines is like watching movies or listening to music. It can help us escape from our real lives and that brings us something refreshing. So I think there are a lot of positive things people can get from my magazine.\"\u003cbr/\u003e30. Editor and art director looking at magazine photos on computer.\u003cbr/\u003e31. Close of editor's face looking at photos on computer.\u003cbr/\u003e32. Art director looking at photos on computer.\u003cbr/\u003e33. Close of art director's hand on computer mouse. \u003cbr/\u003e34. Magazine photos of models on computer screen.\u003cbr/\u003e35. Copies of completed Hamburger magazines with models on front cover.\u003cbr/\u003e36. Close of female model on another cover of Hamburger Magazine. \u003cbr/\u003eThailand's economy, Southeast Asia's second largest, is expected to shrink this year because of the global economic crisis. \u003cbr/\u003eBut this hasn't stopped Thais snapping up luxury magazines featuring high-end fashion and aspirational lifestyles.\u003cbr/\u003eIt's noon and customers at a Bangkok magazine shop are eager to catch up on the latest fashion trends. \u003cbr/\u003e\"Fashion changes all the time, so I try to keep up with the latest ladies' fashions and styles,\" says Naowarat Suthanjariya, a manager at a cosmetic skin clinic. \"No one likes outdated fashion. We want to be modern.\"\u003cbr/\u003eOthers are less impressed with some magazines' contents, but that doesn't stop them from looking.\u003cbr/\u003e\"Fashion magazines have so many advertisements and less and less fashion,\" says Ganyawan Leucha, an office assistant. \"The magazines just focus on business and advertising.\"\u003cbr/\u003eThai companies publish nearly 20 local women's fashion magazines, and Thai versions of the world's most famous women's fashion magazines, such as Vogue, Cosmopolitan, Elle, Madame Figaro and Bazaar are widely available.\u003cbr/\u003eThe global economic recession hasn't yet forced any magazines to shut down in Thailand, but some have had to scale back on their print numbers. \u003cbr/\u003eHamburger Magazine reflects many younger Thais' obsession with all things stylish and quick to consume. \u003cbr/\u003eThe models are Thai film stars, and stylists have given them an older, more sophisticated look. \u003cbr/\u003ePattie Ungsumalynn Sirapatsakmetha, 18, has been acting for just two years, but she is a rising star, who has appeared in several Thai films and also stars in a popular Thai soap opera.\u003cbr/\u003eShe says that magazines give people a glimpse into the elusive world of fashion. \u003cbr/\u003e\"I think most people normally don't see that many different fashion styles in their daily lives, so magazines give them a chance to see more kinds of fashion.\"\u003cbr/\u003eThai superstar Nak Charlie Trairat is just 16. \u003cbr/\u003eHe has been acting in Thai movies since he was seven. \u003cbr/\u003eStylists and editors have been planning the photo shoot for weeks. \u003cbr/\u003eBut advertising in the magazine is down so the magazine's budget is tighter than normal. \u003cbr/\u003eThat means everything, from makeup to hair, and the photo shoot itself, must be done quickly. \u003cbr/\u003eThe Hamburger Magazine team views and selects photos from the shoot right away on their laptop. \u003cbr/\u003eThailand's economy has been shaken by the global economic downturn, but many in the magazine industry say there is nothing wrong with promoting luxury products during tough times. \u003cbr/\u003e\"It doesn't matter how the economy is, people still love fashion,\" says fashion stylist Apichade Mahikote. \"It's still in, but the way might be different. People might think more about what they choose or buy. But if you ask me, they will keep buying, because fashion is one of life's pleasures.\"\u003cbr/\u003eNak Charlie Trairat says that as a teenager himself he likes to read magazines to keep up with what people are wearing. \u003cbr/\u003e\"I'm not a fan of any particular magazine, but I look at popular, mainstream magazines to see what other people are doing and how they dress and it's fun.\" \u003cbr/\u003eEditor in Chief,  Weerawut Ujjutamanus, agrees that magazines are aspirational.\u003cbr/\u003e\"Sometimes when people see something nice and desirable they will make an effort to try to buy it. That's what I believe. Reading magazines is like watching movies or listening to music. It can help us escape from our real lives and that bring us something refreshing. So I think there are a lot of positive things people can get from my magazine.\"\u003cbr/\u003eHamburger Magazine made its debut in the Thai market in 2002. \u003cbr/\u003eIt began life an independent magazine but has evolved to become a popular lifestyle magazine for college students and young professionals. \u003cbr/\u003eThe magazine focuses on fashion, shopping and trends, and each issue features celebrities posing as fashion models and gracing its cover. \u003cbr/\u003eHamburger's publisher keeps its circulation figures confidential but says the magazine's greatest challenge in tough economic times is competing with more lucrative magazines for advertising. \u003cbr/\u003eThe magazine advertising market is worth $205 million US a year, with 25 to 30% for women's magazines.\u003cbr/\u003eIn October, the Italian women's fashion magazine, Grazia, launched its Thai publication. \u003cbr/\u003eThe magazine sells for three dollars a copy and has monthly print run of 120,000. Its target readers are trendy, affluent women ages 24 to 45. \u003cbr/\u003eLocal content makes up 40% of space in the magazine.\u003cbr/\u003e\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='action-container flex justify-between'\u003e\n\u003cbutton aria-expanded='false' aria-label='Read more description' class='rp-full-description' type='button'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\n\u003cspan id='read_more'\u003eRead More\u003c/span\u003e\n\u003c/button\u003e\n\u003cdiv class='rp-report'\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='resource-details-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' id='resource-details-heading'\u003eResource Details\u003c/h2\u003e\n\u003cdiv class='rp-resource-details clearfix'\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003cdt\u003eCurator Rating\u003c/dt\u003e\n\u003cdd\u003e\u003cspan class=\"star-rating\" aria-label=\"3.5 out of 5 stars\" 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class='detail'\u003e\n\u003cdl\u003e\n\u003cdt\u003eDate\u003c/dt\u003e\n\u003cdd\u003e2009\u003c/dd\u003e\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003ci aria-hidden='true' class='fai fa-solid fa-language'\u003e\u003c/i\u003e\n\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\u003cdt\u003eAudiences\u003c/dt\u003e\u003cdd\u003e\u003cspan\u003e\u003ca href=\"/search?audience_ids%5B%5D=371079\u0026amp;grade_ids%5B%5D=259\u0026amp;search_tab_id=1\"\u003eFor Teacher Use\u003c/a\u003e\u003c/span\u003e\u003c/dd\u003e\u003cdd class=\"text-muted\"\u003e\u003ci class=\"fa-solid fa-lock mr5\"\u003e\u003c/i\u003e2 more...\u003c/dd\u003e\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003cdiv class='detail'\u003e\n\u003cdl\u003e\n\n\u003c/dl\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='concepts-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' 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