A publishing whirlwind talks about her latest job in the editor's chair - and a career built on taking readers to new places

If you ever find yourself launching a new newspaper or magazine, one name that deserves to be on your shortlist of possible editors is Nongnath Kamalas na Ayudhaya.

Born with a pioneer's spirit, Nongnath has for the past 28 years helped put many titles on the shelves, including Hello!'s Thai edition, Post Today and the Nation Group's Kom Chad Luk, Sunday Krungthep Turakij, Lalana, Koravic and @Taste.

They're all success stories now, but they all had teething problems.

"After I graduated from Chulalongkorn University I was afraid that my mother would send me to work right away in a bank, but I was so into reading and writing," Nongnath recalls.

"So I accepted a position at Sakul Thai magazine, and that's where I got my desire for a career in print media."

Nongnath is now CEO and editor-in-chief at the new magazine Who?, which profiles celebrities and the hi-so set.

From the Nation Group she moved on to Hello!, and now with Who?, Nongnath says, she's lucky to have a great team on both the investment and the editorial sides.

The content is juicy news about well-known people, as well as current events, fashion design and intriguing lifestyle options.

"I'm a writer and a reader," says Nongnath. "Someone once told me that, in launching new books or magazines, you have to respond to the readers' interests. But I believe the people creating a publication should enjoy doing it too. The writers should express their interest not just in their own stories but in the page layout too - there needs to be harmony."

It's going to take an effort to ensure that Who? succeeds in an already competitive climate, but then that's what pioneers do.