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History, advantage,disadvantage and type of print media
Transcript of History, advantage,disadvantage and type of print media
History of printing.
Azhar Hussain
Presented by;
We take for granted newspapers,
magazines, books, posters, and other
printed material.
None of the
printed items we
enjoy today
would be
around without
a number of
persons in the
history !
Printing was developed
based on early
principles of printing,
and it has undergone
many modifications
over the years to meet
the needs of people in
different eras.
Woodblock printing was a
technique which was used in the
Mesopotamian civilization before 3000
BC.
Invention
of paper in the
second century AD
by China was
the first major
milestone in the
history of
printing press
The prime name associated with the
history of printing press is
Johann
GutenbergThe inventor of the Printing Press
in 1450
He created individual pieces of
type, which involve creating a
master copy of each letter,
devising the moulds in which
multiple versions can be cast,
and developing a suitable alloy
(type metal) in which to cast
them.
- Movable type printing press.
Dry point
engravings
and
Handwritten
form of
printing was
invented in
the year
1465
By the 16th century, the
printing press had been in
existence for around 50 years.
It had spread throughout
Europe and more than 10
million copies of nearly 3500
works had already been
printed.
During the first decade of 16th Century, Aldus
Manutius came up with a printer that gave
smaller, more portable books. He is also the first
to use Italic type.
In 1507 Lucas Cranach invented the chiaroscuro woodcut, a
technique in which drawings are
reproduced using two or more blocks
printed in different colors.
It is Jakob Christoph Le Blon - German
painter and engraver founded the basic form
of CMYK printing.
He used the mezzotint method to engrave
three metal plates for printing. Here each plate
is inked with a different color, using Red,
yellow and blue. Later on he adds a fourth
plate, bearing black lines
American inventor Richard
March Hoe builds the first
Lithographic Rotary printing
press.
Here a press in which the type is placed
on a revolving cylinder instead of a
flatbeds. This speeds up the printing
process dramatically.
the invention of the Linotypecomposing machine is a major step
forward in the process of printing.
With this typesetter an operator can
enter text using a 90-character
contained keyboard.
The machine outputs the text as
slugs having lines of metal type.
The 21stcentury have
more to talk about digital
revolution rather than print
technology except some
few innovations like CTP
printing with plates and
CMYK coloring by the help
of digital technology.
Later , technology has made several changes in PRINTING
TECHNOLOGY
Here is a small timeline of the further technological progress of print…..
1906 • Photostat and Rectigraph
1938 • Xerography
1951 • Inkjet printing
1968 • Dot matrix printing
1969 • Laser printing
1972 • Thermal printing
1984 • 3D printing
1993 • Digital printing
The printing press has influenced
psychology in several major ways.
Before the printing press,
people were apt to believe
that the text they were
reading was true because
only the most noteworthy
information was recorded.
That’s all about the brief
history of printing and its
contributions to the world….
Types of Print Media:
Newspapers: Newspapers are the most popular forms of print media.
Newspapers collect, edit and print news reports and articles
Magazines: Magazines also offer advertisers an opportunity to
incorporate various new techniques and ideas
Newsletters: Newsletters also form an important part of print media. These
target a specific group of audience and give information on the product
Brochures: Brochures give detailed information about the product. These are mainly distributed at
events or even at the main outlet when a consumer needs to read in detail about the product.
Posters: Posters are forms of outdoor advertising. The message in a poster has to be brief and eye
catching as it targets a person on move.
Types of Print Media
Advantages of Print Media
loyal readership. This can be very useful for advertisers as compared to advertising on the Internet.
If you are targeting a particular geographical area, you can do so with ease through print media.
For example, a local newspaper would be a best medium to advertise about a new shopping complex.
You can choose the size of the advertisement space. This will help you to plan the budget of the expenses to
be incurred while advertising.
making a longer impact on the minds of the reader, with more in-depth reporting and analysis.
DISADVANTAGES OF PRINT MEDIA
The cost incurred can sometimes be expensive considering the medium you choose.
Newspapers for example, are amongst the public eye only for a day.
This medium may not always give you a wide reach. Internet, on the other hand, can target a global audience.
Advertisements may get lost in all the clutter of editorial and ads by competitors.
The Role of Magazine and Newspapers
The role of magazine and newspapers in the advertiser’s media plan differs from that of the broadcast
media because they allow the presentation of detailed information that can be processed at the readers
own pace.
The print media are not intrusive like radio and TV, and they generally require some effort on the part of
the reader zines are often referred to as high-involvement media.
Over 80 percent of U.S. house-holds subscribe to or purchase magazines, while the average household
buys six different magazines each year
TYPES OF NEWSPAPERS
The traditional role of newspapers has been to deliver prompt, detailed coverage of news as well
as to supply other information and features that appeal to readers.
Daily newspapers
Weekly newspapers
National newspapers
Special audience newspapers
Newspaper supplements
TYPES OF NEWSPAPER ADVERTISING
The major types of newspaper advertising are display and classified.
Display advertising
Classified advertising-special ads and inserts
ADVANTAGE OF NEWSPAPERS
Newspapers have a number of characteristics that make them popular among both local and national
advertisers. These includes their:-
extensive penetration of local markets
Flexibility
geographic selectivity
reader involvement
special services.
LIMITATION OF NEWSPAPERS
The limitations of newspapers include their:-
Poor reproduction
Short life span
Lack of selectivity
clutter
CLASSIFICATION OF MAGAZINES
Consumer magazines
Farm publication
Business publication
First magazine printed 1739
Name Scots still running
Readers 1995 2017
% 28% 35%
year Advertisement % Editorial %
1975 46.5 53.5
1990 50.7 49.3
1995 49.1 50.9
2000 50.3 49.7
2010 47.2 52.8
2017 54.1 45.9
ADVANTAGE OF MAGAZINES
Magazine have a number of characteristics that make them attractive as anadvertising medium.
Strengths of magazines include their
selectivity
excellent reproduction quality
creative flexibility
performance
prestige
readers’ high receptivity and involvement
services they offer to advertisers.
DISADVANTAGE OF MAGAZINES
Costs
Limited reach and frequency
Long lead time
Clutter and competition
Thank
You….