A

PRESENTATION

ON

PRINT MEDIA

INTRODUCTION

• With a sort of boon coming in the world of print communication with the availability of printingpress, telegraph, telephone and telex, the publishing industry made hey while the sun was shining

• The first hundred years was the time when the print industry tried to comprehend the new situation and shaped itself into a regular and formal sector but from the start of the 19th century, print media in most countries started specializing in certain areas.

Cond... Since business in the form of advertisements in the print

was also flourishing, the media enjoyed a great deal of financial comfort and provided jobs to tens of thousands of people across the globe.

James Augustus Hickey is considered as the "father of Indian press" as he started the first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in January, 1780 and thus the history of Indian Print Media started from the very same year.

Samachar Darpan in Bengali proved to be the first newspaper in the Indian languag and the first issue of this daily was published from the Serampore Mission Press on May 23, 1818.

On July 1, 1822 the first Gujarati newspaper the Bombay Samachar was published from Bombay, which is still extant. The first Hindi newspaper, the Samachar Sudha Varshan began in 1854.

After such invention this industry had never looked back. It flourished like a growing tree and within no time it became a high valued and influencing industry

Definition of Print media

Print media include such forms as-

newspapers, magazines, books, newsletters, advertising, memos, business forms, etc.

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.

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.

Cond…

• 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

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

Consumer magazine

Business publication

Farm publication

facts and figure

• First magazine printed 1739

• Name Scots still runningReaders 1995 2010

% 28% 35%

Ratio of advertising and editorial

year Advertisement % Editorial %

1975 46.5 53.5

1990 50.7 49.3

1995 49.1 50.9

2000 50.3 49.7

2005 47.2 52.8

2010 54.1 45.9

ADVANTAGE OF MAGAZINES

Magazine have a number of characteristics that make them attractive as an advertising 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

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