Journal of Urban Culture Research

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Although the overall advertisement revenue in Thailand has declined in the print magazine industry and the number of magazine titles has significantly fallen over the years due to internet disruption, free-copy magazines have continuously remained profitable. Most above-normal performance of free-copy magazines is due to a multi-sided platform of resource-based view (RBV) which is structured in the business model innovation developed by Osterwalder & Pigneur (2009). This model relies heavily on mass distribution within a city. The research investigates and analyses above-normal performance in the free-copy magazine sector using the multi-sided business platform to propose the best practice business models.



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