Thairath participated in the Google News Initiative (GNI) Data and Insights Launchpad (DIL) program, delivered through a partnership between Google and FT Strategies. The three-month long program aimed at addressing and accelerating publishers’ data and insights capabilities, from reader discovery to subscription strategy.
During this program, the reader survey revealed that users were still not exposed to Thairath Plus (the group’s premium, in-depth and analytical content), and there were necessary actions required to increase the visibility of the content and offering to users. Thairath spent time understanding their external audience through a reader survey, while also internally reflecting on the level of digital literacy across its teams and newsroom. The team was motivated to continue learning more about their readers in order to deliver a better user experience. The program also highlighted the importance of internal alignment whilst building a data-informed organization. In particular, the Thairath team wanted to explore new ways to embed data into its day-to-day functions at a level that would be understood widely across the organization.