A PROJECT REPORT

ON

“Print Media”- It’s Merits & Demerits”

 TABLE OF CONTENTS

SR NO TITLE PAGE NO
1 Introduction 8
2 Print media 9
3 History 12
4 Articles 14
5 The future of print media in India 20
6 Types of Print Media 21
7 Merits 26
8 De-merits 34
9 7 elements of print advertising 38
10 Print media economics 40
11 Sales & readership of print media in india 41
12 Digital vs print media 43
13 Why print media marketing strategy 45
14 Areas to print media work 49
15 Functions of print media 51
16 Companies which have printing business 53
 Abstracts

This research project’s objective was to determine whether print media such as brochures,
newspaper and booklets are more or less effective than electronic media such as e-mails and
webpage advertisements in attracting consumers.

Print media is one of the oldest and basic forms of mass communication. It includes
newspapers, weeklies, magazines, monthlies and other forms of printed journals. A basic
understanding of the print media is essential in the study of mass communication. The
contribution of print media in providing information and transfer of knowledge is remarkable.
Even after the advent of electronic media, the print media has not lost its charm or relevance.
Print media has the advantage of making a longer impact on the minds of the reader, with
more in-depth reporting and analysis. This project led to quantifiable data that gave insight as
to which channel is more effective at attracting consumers. When comparing print to
electronic media, it is easy to assume that electronic is always better in today’s society. It is
expected for electronic communications to grow 15.9% annually until 2018, while print is
only growing 2.8% each year. Electronic media are faster, cheaper, wider reaching, and
appeal to more people as being current and cutting edge technology. But just because
electronic advertising might be more efficient does not mean that it is more effective. People
generally think of print as being more sincere and eliciting a more emotional response than a
digital advertisement. While electronic ads can be found scattered everywhere, print media
seems more intentional. From streaming music and videos to social media, people are always
being bombarded with corporate ads that can become irritating and tiresome. While print can
sometimes be viewed as a dated form of advertising, it is still a very strong force in terms of
meaningful interactions, which more and more consumers are searching for.
 Method:

Within the scope of our objective of providing a systematic review of literature on the “Print
media marketing” concept, we put forward following stages:

(1) Planning the review of the gathered information and statistical, graphical data through ref
websites and eBooks

(2) Conducting the analysis based on the observations of the selected literature.
 Introduction

Now that so many medium is electronic or digital, it's hard to imagine there was ever a
time before print media was invented. The earliest civilizations only had oral
communication. If they had news to tell, they ran to the nearest person to spread the
word to others, who each did the same until everyone had heard the news. Then people
began to write down their news in picture form and then in crude languages where
symbols stood for words and letters. It took the inventions of paper and the printing
press for print media to come into regular use. Once it did, there was no turning back.

The print media is passing through changing times. A speedy growth of the social and
electronic media is affecting it in so many ways. But, contrary to a common
misconception, this growth has not reduced the importance of print media, which has
been growing since the invention of the printing press. The invention of the Internet and
its increasing use has made it easier for the print media to reach a larger readership than
before. However, using new means also needs new patterns. For instance, giving more
space to readers’ views is needed in these times. Yet some newspapers and magazines
are either giving less space to readers’ opinions or adding unnecessary formalities
trimming readers’ freedom of expression. Shrinking space for letters to the editor and
op-ed essays is not compatible with the age of the computer and Internet.

The most important difference between print and other media is that of readership.
Only the print media has a readership. The audience of electronic media is sometimes
compared with it, but the audience of a channel is more volatile than the readership of a
newspaper, as a viewer can switch to another channel anytime. Sufficient space for
feedback from its readers gives a newspaper an advantage over other media.

A newspaper should give enough freedom of expression to its readers as long as

common norms of decency are followed by them. Minimum formalities for printing a
piece of writing can do good to newspapers or magazines in these times of speed.
While the social and electronic media can transmit comments from its audience
instantly, the print media can print a thorough analysis or opinion from its readers on its
op-ed pages, which is, obviously, an advantage over the other media.
 Print Media

Simply stated, print media is the printed version of telling the news, primarily through
newspapers and magazines. Before the invention and widespread use of printing
presses, printed materials had to be written by hand. It was a painstaking process that
made mass distribution impossible.

At first, news was chiseled in stone. Later, it was handwritten and posted in a public
area much like today's posters or read from a scroll by a town crier. As early as 131
B.C., the ancient Roman government produced daily news sheets and informed the
public in this way. Through the years, print media evolved to include entertainment,
educational topics and more, instead of only conveying news.

History of Printing

Around the year 932, Chinese printers adapted wood blocks, which had been used to
print illustrations and small amounts of text, and started producing popular books more
easily. Each page of text was one block that could be used repeatedly to make the
books.

About 100 years later, China's Bi Sheng invented movable type by carving individual
characters onto small blocks of clay. Each small block was hardened by fire to become
a porcelain piece that could be used again and again. The pieces were glued to iron
plates to make a page. Using each page hundreds or thousands of times, he could mass
produce news quickly. When the printing was done, the pieces were removed from the
plates to be used again to make other pages.

Bi Sheng's invention had limited success in China because the Chinese alphabet's
characters are so large that they were difficult to put on movable type. His idea spread
all over the world, however, and others adapted it using other materials such as wood,
tin and copper. Still, the process was too cumbersome to mass produce a newspaper for
the public.

Printing Press Mass Produces Newspapers

In 1440, Johannes Gutenberg introduced his invention of a movable type printing press
with type that was much easier to change, making the mass production of news pages
possible. The invention spread throughout Europe, and printing and distributing sheets
of news became popular.

The World Association of Newspapers considers the first newspaper to be The

Relation, which was published in Germany in 1604. It was published regularly
(weekly), disseminated to the public and covered a range of news, from politics to
entertainment.

The Oxford Gazette was the first English paper to be published, starting in 1665. It
moved to London the next year and was renamed the London Gazette. It is still
published today as the official publication of government news.

Although the early American colonies published news sheets, the first true newspaper
was published in Boston in 1690. Called Publick Occurrences Both Foreign and
Domestic, it ran into trouble for publishing political criticism. Its publisher, Benjamin
Harris, was arrested and all copies were destroyed. While the American colonies were
adamant about freedom of religion, freedom of the press was another matter.

The first successful newspaper in America was the Boston News-Letter in 1702. Its
publisher, John Campbell, was careful not to publish any criticisms of the government.
When Ben Franklin's brother was arrested in 1722 for publishing news critical of the
government, he turned over his paper, The New England Courant, to Ben.

Too Pricey for the Public

Ironically, the early mass-produced newspapers cost close to what most workers earned
in a week, so only the wealthy could afford to buy them. Wealthy people were more
likely to be literate at that time too. By the 1830s, though, publishers were able to print
newspapers for about one cent per copy, making them truly available to the masses.

By 1900, newspapers were very popular because more people were literate and papers
were affordable. They included the features we recognize today, including attention-
grabbing headlines, news, society pages, sports, comics and the occasional use of spot
color in special instances.

The first newspaper printed in India was—was started in 1780 under the by. Other
newspapers such as The India Gazette, The Calcutta Gazette,  (1785), and  (1789) soon
followed. These newspapers carried news of the areas under the British rule. The, founded in
1822 and printed in  is the oldest newspaper in Asia still in print. On May 30, 1826 (The
Rising Sun), the first newspaper published in India, started from Calcutta, published every
Tuesday by Pt. Jugal Kishore Shukla.

Currently India publishes about 1,000  Dailies that have a total circulation of about 80 million
copies, the in terms of number of daily newspapers, has about 250 dailies with a circulation
of about 40 million copies. The prominent Hindi newspapers are and.

In terms of readership is the most popular Hindi daily with a total readership (TR) of
54,583,000, according to Round One 2009.  is the second most popular with a total
readership of 33,500,000  with TR of 28,674,000 with TR of 26,769,000 and with a TR of
14,051,000 are placed at the next three positions. The total readership of Top 10 Hindi dailies
is estimated at 188.68 million, nearly five times of Top 10 English dailies that have 38.76
million total readerships.

The prominent English newspapers are, founded in 1838 as The Bombay Times and Journal
of Commerce by Bennett, Coleman and Co. Ltd, a colonial enterprise now owned by an
Indian conglomerate was founded in 1924 during the being the historical name of, it is
published by was founded in 1878 by a group known as Triplicane Six consisting of four law
students and two teachers in, it is now owned by.

In the 1950s 214 daily newspapers were published in the country. Out of these, 44 were
English language dailies while the rest were published in various regional and national
languages. This number rose to 3,805 dailies in 1993 with the total number of newspapers
published in the country reached 35,595.

 
 History

Have you seen a palm leaf? There was a time when people used to write on palm leaves. This
was before the discovery of paper. Some of the old manuscripts written on palm leaves are
preserved in our National Manuscript Library in Delhi.

The Chinese were the first to invent the art of printing. They made wooden blocks to print
letters. This was started during the period of the Tang Dynasty in 600 AD. The oldest known
surviving printed work in a woodblock is a Buddhist scripture of 684 AD. It is now exhibited
in a calligraphy museum in Tokyo, the capital of Japan. The first printed book published in
China was the Buddhist text, the “Diamond Sutra” by Wang Chick in 868 AD. Some copies
of the Buddhist scriptures printed in 1377 are preserved in museums in China.

Can you imagine a world without paper? Nowadays paper has become an integral part of our
life. We read papers in the morning, write on note books made of paper, send letters on paper,
use paper boxes to carry things and so on and so forth. You have learnt in an earlier lesson
how this paper is made. Though the Egyptians made paper by 3500 BC, it came to Europe
only by the 11th century. The first paper mill in Europe was set up in Spain in 1120. Block
printing came to Europe by 1300. It is believed that Johannes Gutenberg of Germany had
developed printing technology around 1439. Gutenberg also invented an oil-based ink for
printing. He printed the Bible in 1450. It was in the Latin language and had 1282 pages. He
used movable printing blocks for the book.

Printing technology came to India in 1556. It was the Jesuit priests who brought this
technology to our country. The first book printed in India was in Portuguese language in Old
Goa. It was Doctrine Christa by St. Francis Xavier.

The invention of printing has revolutionised mass communication. Books are printed in large
numbers and circulated in many countries. No other invention has had such an influence in
the history of mankind kings used to circulate news to the people as proclamations. In ancient
Rome, Acta Diurna, or government announcements, were published regularly. They were
inscribed in metal or stone. These can be considered as the earliest form of newspapers. In
China also, the government produced such news sheets called tipao. Many researchers
consider “The Peking Gazette”, published from China, as the first newspaper. It was started
in 618. In the initial stages, this newspaper was hand written and distributed to the readers.
Later it was printed and circulated. The Peking Gazette continued its publication till the
beginning of the twentieth century. Newsletters circulated by rulers were the first form of
newspapers. In India, the East India Company circulated such newsletters. According to the
World Association of Newspapers, the first newspaper in the modern sense was published by
Johann Carlous in 1605. The name of the paper is a bit long! “Relation aller Furnemmen und
gedenckwandigen Historian”. In 1609, another newspaper was started from Germany called
“File”. Yet another newspaper in the modern concept was published from Venice called “The
Gazette”. But many such earlier newspapers could not survive for long. The rulers were not
happy with these publications as some of them started criticising their rule. So many papers
were forced to close down. In USA, a newspaper “The Public Occurances” lasted only for a
day. Similar was the fate of the “Daily Paper” started by James Asher in UK. Newspapers
underwent a lot of changes in their form and content after that. In England, “The Weekly
News” was launched in 1622. The first newspaper in the modern concept was published in
Oxford in 1655. It was the “Oxford Gazette”. The first newspaper to be published from
London was the Daily Courant. It was edited by E. Mallet. In 1784, John Walter launched the
“Daily Universal Register” from London which later adopted a new name “The Times”. It is
known to be one of the greatest newspapers in the world. In USA, the first newspaper was
“Public Occurances”, which was launched in 1690. Postmaster John Campbell started another
paper in 1704, “The Boston Newsletter”. In 1783, “Pennsylvania Evening Post” was started
in USA that had all the features and content of a modern newspaper. Later in 1851 came “The
New York Times”. Do you know which is the largest circulated newspaper in the world? In
which country is it published? The largest circulated newspaper is the “Yomi Yuri Shimbun”
published from Japan. It has a circulation of 1, 45, 57, 000 copies per day. The second and
third largest circulated dailies in the world are also published from Japan.

It was from Calcutta that the first newspaper was published from India. It was a Britisher who
started the first newspaper in our country. On January 29, 1780 James Augustus Hickey
launched the “Bengal Gazette”. It has another title “Calcutta Advertiser”. It was popularly
known as “Hickey’s Gazette”. The first issue of the paper had two pages and later it was
increased to four pages. Its size was 35 cms x 24 cms. The British East India Company did
not consider freedom of the press as good for society. They tried to suppress publication of
newspapers. Hickey was a very bold editor. He continued his criticism of British authorities.
He published reports attacking the East India Company officials. The British authorities
arrested Hickey many times. Finally, they confiscated his paper and press in 1782 and
stopped its publication.
 ARTICLES

Article 1

The Economic Times-

Print media ad growth to accelerate in 2019

As per the report, print media ad revenues grew 5.6% in 2018 to Rs. 22,121.8 crore, and
it is expected to go up to Rs. 22,424.3 crore in 2019.

A booster shot from the general and state elections and greater credibility will make the print
media a dominant force in India in 2019, surpassing an impressive growth rate of 2018,
Magna Global, a division of media agency group IPG Media brands, had forecast. 

As per the report, print media ad revenues grew 5.6% in 2018 to Rs 22,121.8 crore, and it is
expected to go up to Rs 22,424.3 crore in 2019. 

Shashi Sinha, CEO, IPG Media brands, said print is also growing because of the credibility it
offers in this era of fake news. “India is the only market in the world where print continues to
be dominant and is growing in all aspects — circulation, readership and geography. The
medium is growing strongly on the back of language, which has led to the growth in the
number of language newspapers,” Sinha said. 

“There is no denying that there are platforms causing strain on print but the attributes of well
researched, in depth content and authenticity can only be endorsed by print and that makes
the medium more credible and hence relevant for advertisers,” he added. 

As per the report, print will attract a larger pie of the political campaigning and government
spends because of elections. Also, real estate and education advertising reaching its peak will
help achieve growth of 6.2% in 2019. 

“The impact of print is much higher as it allows for discoverability of ads and is the most
non-intrusive ad medium. Also, higher quality of engagement and quality of the audience
gives it power to influence and drive change,” said Sivakumar Sundaram, president revenue,
at Bennett Coleman & Co (BCCL), the publisher of this newspaper. 
Sundaram added that publishers need to have confidence in their product. “There is no
competition when it comes to credibility and trust. These are the intrinsic strengths of print
media. I am 100% bullish on the medium.” he said.

The report points out that physical news delivery, compared to the global trend of negative
growth, has grown CAGR +1.9% in the last five years till 2017 as per ABC. Also, the fact
that readership has grown across age groups establishes print’s dominance, relevance and
growth. 

English newspapers facing competition from digital platforms have seen a drop in readership,
but this is offset by growth in languages. Moreover, publishers are also gearing up to move
beyond pure-play print revenue stream. 

Overall, the report predicts that ad sales growth across media will be at 15.4% to Rs 9,314.8
crore on the back of digital, Cricket World Cup and elections, which will drive ad sales. 

Other mediums like TV, digital and radio, OOH and cinema are expected to grow at 14.2%,
32.8%, 12%, 11.4% and 15%, respectively. 

“Digital is leading with 32.8% growth in 2019. Massive expansion in smartphone usage is
shifting the consumption from collective to discrete. Streaming video will be the biggest
gainer in terms of format and is estimated to double its revenue in 2019,” said S Venkatesh,
SVP, Magna India. 

The market shares of digital will go up from 21% to 24% of total advertising spends with
revenues touching Rs 18,802.3 crore in 2019. 

“There are 2-3 factors which are driving the growth in digital. Data has become cheaper and
it is expected that prices will reduce further. As a result of that, consumption of TV will start
happening through data, which currently happens through cable. We are already witnessing
that consumption of TV through data is on the rise,” Amardeep Singh, CEO, Interactive
Avenues, said. 
The report notes that India faced headwinds from two successive regulatory distractions in
the form of demonetisation (November 2016) and Goods & Service Tax (July 2017). This
held back economic growth to 6.7% in 2017 (as compared to 8.2% in 2015 and 7.1% in 2016)
and its lingering effects continued in the early parts of 2018. With the negative impact fading,
the economy is on the recovery mode and IMF has forecast in its October 2018 report a
growth of 7.3% in 2018 and a consistent 7+% growth till 2023. 

Advertising expenditure per capita continues to grow from Rs 515.3 in 2018 to Rs 586.7 in
2019. 

Television, meanwhile, has immense headroom to grow with 34% of homes still being non-
TV as per BARC. While organic growth is absolute, cyclical events like ICC World Cup and
national elections will generate strong advertising demand, the report said. 

Despite digital growth, the report said TV continues to be a dominant medium with an
unmatched share of audience. With 40% allocation of advertising spends, TV will expand
15.4% in 2019 and will continue to grow CAGR 12.5% till 2023. 

Article 2

Chirdeep Shetty - CEO - Quintype, Inc

Does Print Media in India have an expiry date?

Across the world, print media is facing a serious existential threat. India seems to be one of
the few countries in the world where print circulation is on the rise. Is print media in India
thriving, or just delaying the inevitable?

Print media in India seems to be doing pretty well and bucking the global trend of decline in
circulation. According to the Audit Bureau of Circulation (ABC) report in May 2017, print
circulation has grown from 39.1 million copies in 2006 to 62.8 million in 2016 -- a growth of
60% in 10 years. This, while print media is struggling in every major economy across the
world.
Growth of media and entertainment in India (Source: Business line)

The above illustration shows the projected growth of all media forms in India from 2017-
2020. While broadcast and print would continue to grow over the next few years, their
proportion when compared to the total size of the media industry would shrink (and would
continue to shrink as digital grows). The reason why print in India is doing particularly well
is due to 2 main reasons --

Growing literacy rates -- With every state government and the central government focussing
on educational reforms, a lot more Indians are going through formal education today, than
ever before. As this educated workforce comes of age, they will consume more news. Print
being the most affordable of all forms and easily accessible, will continue to see its
circulation grow over the next few years.

Robust distribution network -- India is one of the very few countries in the world where the
newspaper is delivered to your doorstep every day. This zero-friction availability of
newspapers is a significant contributor to its continued growth.

That being said, India is seeing a surge in smartphone adoption and is expected to hit 500
million smartphone users over the next 4-5 years.
Projected smartphone users in India 2017-2022. 

This coupled with the internet penetration across India would ease the access to digital news
even in the remotest villages of India. The parallel disruption in the telecom sector would
bring fast data networks across the country at very affordable rates. Also, by 2022, the
number of internet users in rural India would surpass the urban internet users.

Rural / Urban internet users in India 2017-2022. (Source: Business line)

Together, the smartphone adoption and internet penetration present a huge opportunity for
digital news, and in particular vernacular content. On an average, smartphone users in India
spend about 200 minutes a day on their smartphones. This is likely to increase as better
content and messaging options evolve. A lot more users would read news primarily on their
smartphones which would have a direct impact on the print circulation. This coupled with
increasing raw material costs of paper and ink, would adversely affect print media in the
coming years.
 THE FUTURE OF PRINT MEDIA IN INDIA

While digital media continues its relentless march as the primary medium for content, I think
print media in India would continue to keep its loyal user base (and maybe even grow it) for
the next 3-5 years. However, the current state seems similar to the state of photography in the
90s and early 2000s. Initially, it was mockery about the medium, followed by a stiff fight for
survival by film photographers and companies. Today, it would be hard to find a
photographer who shoots with film.

During a recent conference, I was discussing the growing circulation of print media in India
with. He listened patiently and then asked me an intriguing question -- "How many people do
you know who are in their 20s and continue to read a newspaper". Honestly, I couldn't think
of a single person.

In my opinion, print in India would probably continue to grow for a few years from now, but
the pipeline is drying up very fast. 10 years from now, I wouldn't be surprised to hear that
print circulation in India is declining and a lot of publications are either shutting down or
moving completely to digital.
 Types of Print Media

Starting from woodblock printing in 200 CE to digital printing that is currently in use,
printing has definitely come a long way. It is a process of using ink on paper to show us
images and text by using a printing press. The primary use of print media is to spread
information about daily events and news as it is the fastest way to reach the public. Apart
from that, it provides a lot of entertainment to the readers. It may be magazines or
newspapers that cover all the stories and articles that generate a lot of interest in the minds of
the public. Another important use is that of advertisements, as print media is quite
inexpensive and can target a huge population at once. Here we have five popular types of
print media.

Newspapers are the most popular form of print media. Newspapers and articles are delivered
in a frequent and regular manner, and they can be presented attractively to create interest in
the reader. This form also provides accurate and authentic information about current events
locally and worldwide, related to various human-interest topics like health or entertainment.

A Newsletter is a publication that mostly covers one main topic. Sometimes, people have to
subscribe for the newsletters, or many a time, they are even free. Newsletters are generally
used as information sources for neighbourhood, communities, and groups having an interest
about that particular topic, or event. They are also used for promotional purpose, political
campaigns, or for causes.

Magazines and Catalogs go deeper into a particular topic. They can feature stories,
interviews, research, or analysis to provide the reader with more details about a specific topic.
Unlike newspapers, which provide information on several topics and categories, magazines
focus all their content on something specific and provide in-depth research and information
about it. Some topic examples include fashion, technology, gaming, interior design, and
fitness.

Banners at many places are made of cloth or paper and are used to show slogans, logos, or
some messages. It is also used for advertising brands in exhibitions, giving out the names of
products, or services that are being provided. Like banners, posters also come under the same
category for the same purpose.

Books are the oldest form of print media that are used as a way of communication and
information piece. These can be considered a form of cultural heritage, encompassing
scientific reports, history, and literature. Whether it comes in the form of textbooks, adult
literature, or storybooks, this form of print media is a great way to target people who still
enjoy taking their time and going through an entire book about a topic. Biographies, history,
and self-help are some of the categories of this type of print media.

Other types of print media are Leaflets, brouchers, business cards, Postcards, flyers, etc.

Four Sorts of Printmaking

It's been said that a picture is worth a thousand words. Writers may beg to differ, but it can't
be denied that pictures grab attention and enhance the written word, whether in a book, in a
newspaper or on a billboard.

Images have been used along with words since the early days of printmaking. There are four
ways to make prints from an original piece of art: relief, intaglio, lithography and screen
printing. Choosing which type to use depends on the effect the artist and printer want to
achieve.

Relief printmaking uses wood, plastic or metal that the artist cuts into, cutting away the
portions that won't be printed. When ink is applied to the surface, it highlights the raised
areas, much like a rubber stamp does when pressed into a stamp pad. Woodcut has been used
for centuries due to the availability of smooth hardwoods. Linocut is a more recent 20th
century version of woodcut that uses linoleum. Wood engraving uses wood with no grain
showing to achieve fine detail, and plastic is often used instead of the wood.

Intaglio works in a nearly opposite way. Instead of creating raised areas, the artist etches
grooves with an instrument or with acid. When ink is applied, it seeps into the grooves. The
printing press pushes paper against the surface and ink in the grooved areas is printed.
Different techniques can be used in intaglio to create soft lines, shading and detail.

Lithography uses a flat piece of material, such as limestone or aluminium. The artist applies a
greasy medium, like grease crayons, or a more liquid grease solution to the areas to be
printed. After treating the surface with a chemical solution, the ink adheres to the greased
areas.

Screen printing, also called serigraphy, uses silk or another fine mesh material which is
stretched tightly on a frame. Areas that aren't to be printed are blocked off with paper, glue or
specially made stencils. Ink is applied and pressed through the fabric with wood to which a
rubber blade has been attached. (Think of a squeegee pressed against a surface to push water
away.) The screen process is repeated for each color used, blocking out areas that aren't to be
printed in that color.

Types of Printing

Offset printing uses lithography to print on flat surfaces, like paper and plastic. When color is
used, printing presses have a separate unit for each color and typically apply black ink first,
followed by the colors one at a time. When mass quantities are needed, such as when printing
newspapers, a large roll of paper may be used instead of individual sheets.

Flexology can be used to print on other materials, like cellophane and plastic labels, but is
also sometimes used for newspapers. This process has a rubber plate that is inked and applied
to the printing surface.

Rotogravure is a longstanding process that uses a cylinder instead of a flat plate. The image is
engraved onto this cylinder and ink is applied. It's been used for both newspaper and
magazine printing but is often substituted today by offset printing and flexology, depending
on the purpose.

Digital printing using inkjet or laser printers has replaced many other printing processes
because of the availability of accurate and affordable printers that can print on many different
materials.

Competition from Electronic Media

Newspapers faced competition with the introduction of electronic media, which includes
radio, television, CDs, DVDs and the internet.

Radio and television are often called broadcast media because they are broadcast for all to
hear, rather than reading print media. Radio transmissions began in the early 1900s but didn't
take off until NBC began in 1926 and CBS began in 1927. People were fascinated by the
ability to hear the news instead of just reading it. Families gathered around their radio sets
listening to the news of the day, particularly during events such as elections, presidential
speeches and news during World War II.
Television was introduced at the 1939 World's Fair. It was merely a curiosity at this point,
though, since its cost was roughly one-third of the average U.S. household's annual income.
Technological advances resulting from World War II made television affordable for the
masses in the 1950s. Advertisers jumped at the chance to reach housewives through soap
operas, aptly named because the dramas were sponsored by soap manufacturers.

By the 1960s, families gathered around their television sets as they had for radio decades
earlier. Watching shows together became a nightly ritual. Television programming wasn't
round-the-clock as it is today, but it started with a few programs at specific days and times.
Cable channels expanded programming to all hours of the day.

Computers Lead to the Internet

By the 1980s, businesses sported desktop computers in their offices, and soon it became
common to have one at home too.

The World Wide Web was introduced to the public in 1991. When Google introduced its
search engine in 1998, people suddenly had a way to get vast amounts of information easily.
Generations of people who grew up with internet availability at their fingertips began to get
their news and conduct their research online instead of in print, and the internet became a
clear competitor to print media as a way to spread news and information.

Print media, such as newspapers and magazines, responded by hosting online websites in
addition to their print version, and some even closed their print medium to become a wholly
online medium. Others ceased production and closed their doors completely.

The predicted demise of print media, however, hasn't happened. Many people use the internet
but still like to hold a physical newspaper or magazine in their hands. It's familiar and reliable
and not prone to glitches or outages. Physically turning the pages gives a feeling of
satisfaction and control unmatched by any electronic medium.

New print vehicles that cater to today's audiences continue to open. Many successful
magazines have popped up as a result of popular TV programs, particularly food, home
improvement and health shows. Instead of trying to compete with electronic media,
successful print publishers look at what's popular in digital media and enhance it with print
versions like HGTV Magazine, Rachel Ray Every Day and Martha Stewart Living. Health
publications like Prevention are still flourishing, as well as health niche publications like
Shape and Runner's World.

Print media is one of the oldest and basic forms of mass communication. It includes
newspapers, weeklies, magazines, monthlies and other forms of printed journals. A basic
understanding of the print media is essential in the study of mass communication. The
contribution of print media in providing information and transfer of knowledge is remarkable.
Even after the advent of electronic media, the print media has not lost its charm or relevance.
Print media has the advantage of making a longer impact on the minds of the reader, with
more in-depth reporting and analysis.

After studying this lesson, you will be able to do the following:

 Identify the different forms of print media;

 Discuss the history of early printing;
 Describe the evolution of newspapers in india;
 Differentiate between print and electronic journalism.

Print media generally refers to newspapers. Newspapers collect, edit and print news reports
and articles. There are newspapers published in the evening also. They are called eveningers.

Why do people read newspapers?

They read newspapers for a variety of reasons. Let us consider a few examples. Yesterday
while going to the city you might have seen an accident. Two buses had collided and by the
mere sight you could make out that many passengers must have been killed or injured. You
were busy with your daily engagements and forgot about the accident. Only today morning
you recalled that incident. You were curious to know more about it. You wanted to know
how many passengers were killed or injured. Where will you look for these details? In a
newspaper, of course. So you would pick up a newspaper and read all about the accident.
 MERITS

Flashy magazines are always popular among consumers and are often read by them for a
particular period of time in a month. The monthly magazines are the best way to bring
attention to any advertisements.

Print media is an easy medium to spread awareness or advertise to any particular

geographical area. Like, a local newspaper is the best way to spread the news about any local
event of the place.

Some forms of the print media have huge and trusted followers. This is definitely a great
boost to attract readership.

Print media allows you to choose your own space for advertisement, thus, you can manage
your budget and expenses while planning for the advertisement.

Targeted Marketing

Magazines, targeted newspapers, and association newsletters all have content that is read by
an audience of people who are interested in that topic. Your advertisement in that medium
can reach people who want to learn more about your subject. And they are more likely to
purchase your book.

With print advertising you can target readers based on their common interests, profession,
region, or a variety of other factors. Your content about fishing could be advertised in a
magazine read by fly fishers in the south, and communicated differently in the same
magazine to ice fishers in the north. A message about your content about how to find a job
would be told differently in a college newspaper than it would in the
newspaper Boomers read by 50+ people looking for a second career.

Cost Effectiveness

Targeted print advertising can make your promotional budget more efficient and effective as
you match your message with the interests of a niche print medium’s subscribers (nutrition,
for example, versus nutrition for long-distance runners). Instead of a strategy of “spray and
pray” in which you try to reach the largest number of people, use targeted print adverting to
reach an interested audience less expensively.

Also, the demand for print advertising has been declining and publications are willing to
work with you to get and keep your business. You may be able to negotiate a lower price than
quoted in their media kits especially when they are close to their deadline. They may accept a
lower price so they can fill any open (remnant) advertising space.

Engagement

People surfing the Internet actually spend less than 15 seconds scanning a website. But the
person who subscribed to a magazine or newspaper made a conscious decision to read it. And
they are more focused on your message because when the readers are scanning the pages they
are not doing something else.

Your ad’s headline designed to communicate a potential benefit to a specific audience can get
and hold the readers’ attention. They are more likely to continue reading through the bulk of
your message and take action such as buying your book.

High Ad Recall

People who are engaged are more likely to remember an eye-catching message. Magazine ads
have the second highest receptivity of any media.

Loyal Readership

When people subscribe to a magazine, newspaper or newsletter they have a longstanding,

loyal relationship. This devoted readership views your message with a more positive frame of
mind. This also helps reinforce your message, especially with repetition. 

Pass-Along Exposure

When people are finished reading a magazine they may give it to someone else to read. Or
they may donate it to their local coffee shop, beauty salon, barbershop or other place where
people read while waiting for service. Your ad goes with it for additional exposure.

Longevity

Unlike Internet ads, your print ad will be around long after the online ads have disappeared.
Magazines and other print publications may be on display in the waiting rooms of doctors’
offices and other venues for months. Other digital media, such as email campaigns, may get
lost in your prospects’ inbox and deleted before they even read it.

Credibility
You can buy a regional or local ad in national print media. When your prospects see your
book featured in a national publication, they view it with more respect than it was only
featured online.

Trust

When people have a copy of something in print there is no denying what was said. They have
time to read and understand the “small print” and all information is there for the record.

Non-Intrusiveness

In 2015, online marketers “were confronted with anti-advertising sentiment that seemed to
skyrocket… In October, 2015 13.2 million people in the U.S. used ad-blocking software tool
Ad Block Plus, up about 23% from the same period in 2014. The assault on the $183 billion
U.S. ad business has forced marketers, media companies and publishers to find new ways to
make sure ads are seen.” (The Wall Street Journal, Dec 28, 2015, Page B1) With print media,
your prospects view your ads on their terms and as part of their chosen reading material.

Position Flexibility

Most print media offer a choice as to where to place your ad in a publication. You may
choose the location that offers the highest visibility, such as the back cover of a magazine,
opposite its table of contents, near a related article or above the fold in the newspaper. Print
media also offer fractional sizes (1/2, 1/3, ¼ or 1/8–page), regional editions and other special-
placement options.

Print Persuades Purchase Influencers

Before some people commit to a purchase, they may want the approval, or at least the
opinion, of others. Your prospects can show these influencers your print ad communicating
all the benefits to reinforce the purchase decision.

Print Drives Online Search

Many buyers start their online search after viewing a print advertisement.

High Retention Rates

When people read offline, they tend to have longer attention spans. Print ads can be viewed in
a single glance and do not require scrolling. Readers tend to remember more of what they
read and see in print.
Visibility

Because print advertising has been declining, there are less ads vying for a reader’s attention.
This means your ad will have more impact since it may not have to compete with many other
ads.

Safety

The proliferation of viruses and spam online makes many people wary of clicking on a
banner ad, no matter how enticing it may sound.

While many of today’s advertisers are moving to the web to reach their target markets, print
advertising still holds many benefits, can play an important role in marketing strategy, and
should not be overlooked. A powerful, persuasive, multi-media marketing-communication
campaign should use assorted forms of media to draw on the strengths of each. This can most
successfully increase your sales, revenue and profits.

Viewed as credible: Research variously shows that print's credibility stems from a

favourable impression formed by the very nature of the printed word, as well as by the “halo
effect,” or the spill over prestige enjoyed by the publication in which an ad appears. This is
not to say that consumers view all print ads as credible all of the time; the content of the ad
has significant influence. But overall, consumers view print media as more believable and
trustworthy than radio, TV and the internet.

Ability to craft a message with staying power: Write a one-quarter-, half- or full-page ad.
Create a full-page or a half-page brochure. Or, send mailers the size of a postcard or a large
envelope. Except for your own website, no other medium allows you the “luxury” to create a
message that consumers can read, save and then return to later, if they so choose. Media
research also has long suggested that print media benefits from “double dipping” or the
“pass-along effect” – the propensity of readers to pass along a media piece to others. This
phenomenon can make cost analyses difficult, but at least they will skew in your favor.

High recall value: Because they are able to easily recall an ad, consumers are likely to take
action – i.e., respond to an ad – after they see it. In fact, a few other dynamics may be at play
here, too. Whereas people surfing the web are notoriously impatient – prone to ditch a
website if it doesn't fully load in a few seconds – print ads by their nature inspire a more
leisurely approach.
No Interruptions Here

Print media also benefits from not being a form of “interruption marketing,” or a brazen
interruption that occurs while the consumer is trying to digest information. Rather, he can
read a newspaper or magazine ad, thumb through a brochure or make notes on a direct mail
piece on his terms and because he wants to spend time doing so. TV commercials are a form
of interruption marketing; so are banner ads on the web. (The popularity of ad blockers ought
to tell small business owners plenty about how consumers view such intrusions.)

Higher Frequency of Viewing

One of the best benefits of print media is that it has a higher frequency opportunity of
viewing than online ads. Since the newspaper or magazine may sit on a table or rack at a
business or home, repeated exposures are allowed. Flyers, brochures, and other physical
pieces are often reviewed multiple times and shared with other prospects. Unlike digital
messaging, print media does not disappear after generating an impression. It piles up, creates
clutter, and is thereby reviewed once more, even before recycling or discarding. Because of
this long shelf life, you can benefit from having your ad seen by more people, more often.

Control over Appearance

Another newspaper advertising advantage is that you can control the way it looks. You have
complete power over the colors you use and the characteristics of the paper. Every aspect of
typography, color choices, graphics, and design allows you to create a presentation that meets
the expectations of your prospects. Other types of media provide less control over these
aspects. Digital media can be subject to operating systems and browser configurations, and
television advertising only appears and sounds as good as the technology it is presented upon.

Holds Readers’ Attention

If you’ve ever tried to read a lengthy article online, you’ll understand how much the digital
age has nearly killed the human attention span. People surf the Internet with multiple tabs
open, while texting their friends, and half-listening to the television in the background. With
all this constant stimulation, it’s almost impossible to focus on a single thing for very long.
That’s why print media is the better option for your advertising. Print readers cannot
multitask while they are reading your magazine or newspaper. This means they can focus on
what they see and be more receptive to the ads within the publication. This benefit of
newspaper advertising is one of the reasons why so many big brands still post ads in print.
Encourages Action

When people use the Internet, they try to avoid ads at all cost. It’s easy to click the “X”
button within seconds of an ad popping up on the screen—it’s almost instantaneous. Online
users hate ads. There are even apps designed to block ads from showing up on webpages.
This isn’t the case with print media. Most print readers are motivated to take some form of
action after viewing a magazine or newspaper ad. For example, ads for a local grocery chain
product sale encourage customers to visit the store and buy the product right away, instead of
waiting until they actually need it. The idea that the item, at such a good price, could go out
of stock sends signals to the reader that they need to take immediate or soon action, so they
don’t miss out.

Flexibility

Print ads are amazing at allowing you to target your audience. You’re in full control of
exactly what section of the newspaper or magazine you place your ad in, and you can do this
based on information about where your audience is most likely to read. You can run your ad
in specialty magazines related to your topic or in general papers that deliver to your
geographic locations. You can also run your ad on a specific day of the week. You can tailor
your campaigns to suit your budget by changing the size and color of your ad. Even more,
you will be working with a human being when you buy your ad space, so you won’t be at the
mercy of an online algorithm that decides where your ads are seen. Print media provides you
much more customization than digital ads.

More Accurate Targeting

It’s hard to know exactly whether print media or digital media are better at reaching a
targeted audience. Print allows you to choose a publication that your target audience is most
likely to read. This can be a trade magazine that caters to a specific industry or a local
newspaper. This is why many say print is better at reaching local audiences. Print media
allows you to advertise directly to your audience, by publishing your ad in magazines that
rely on subscriptions. For example, if you sell gardening tools, you can post your ad in
gardening and home magazines. Since digital ads can get lost on the Internet and are subject
to algorithms, you can benefit from choosing a print media marketing solution. You have the
time to better understand your target audience and specify your ad to appeal to them.

Credibility Increases Reader Loyalty

 Print publications are better able to increase reader loyalty because they are credible. Many
people subscribe to magazines and newspapers because they understand and believe that the
information provided to them is credible and accurate. Publishing an article in print takes a
lot more effort than publishing something online. This is because you only have one chance
to get every word and image right before it gets published. With online ads, you can go back
in to change or tweak your ad and send it back out. Since there is this pressure on accuracy
and credibility and print media, readers are more likely to trust this platform. This works to
your advantage by generating leads and sales much easier. As an added benefit, this
trustworthiness leads to better reader loyalty.

Sensory Experience

Some people simply enjoy the act of flipping through magazine pages, creating “dog ears” on
the pages they want to turn back to, and carrying the information everywhere they go. When
people wait at a doctor’s office, it’s second nature to pick up the magazine or newspaper on
the front table and start reading. When people take a flight on an airplane, they often bring
reading material to enjoy as they relax and try to get their mind off how high up they are.
This sensory experience of touching the page of the ad is on improves the impact it has on
consumers.

 Both media outlets―magazines and newspapers―have a loyal readership. This can

be very useful for advertisers as compared to gaining loyal customers or advertising on the
Internet.
 If you are targeting a particular geographical area, you can do so with ease. 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 exact expenses to be incurred while advertising.
 With loyal customers, comes the possibility of word-of-mouth marketing or
advertising.
 Magazines and newspapers are always in the eye among the public. Magazines are
read for a period of a month, which brings more attention to an advertisement.
 You can even advertise through brochures or leaflets depending upon your target
audience. If the information is in detail, a brochure can prove to be an apt option. A leaflet, in
 that case, would be useful for a brief message or introduction of the organization and/or
services provided.
 Glossy magazines are always popular amongst consumers and are often read at a
particular time in a month. The monthly magazines are a great way to bring attention to
specific adverts or campaigns
 Printed media is an easy medium to spread awareness or advertise to a particular
geographic location. Much like a local newspaper, it is the best way to spread news about any
local event of the place
 It allows you to choose your own space for advertisement, meaning you can manage
your budget and expenses whilst planning for the advert
 Some forms of printed media have a huge and trusted following. This gives
businesses a significant boost when attracting readership
 Flashy magazines are always popular among consumers and are often read by them
for a particular period of time in a month. The monthly magazines are the best way to bring
attention to any advertisements.
 Print media is an easy medium to spread awareness or advertise to any particular
geographical area. Like, a local newspaper is the best way to spread news about any local
event of the place.
 Some forms of the print media have a huge and trusted followers. This is definitely a
great boost to attract readership.
 Print media allows you to choose your own space for advertisement, thus, you can
manage your budget and expenses while planning for the advertisement.
 Newspapers will give you the real facts.
 When people are finished reading magazine and newspaper they can give it to
someone else to read or they can donate it to local coffee shop, beauty salon, or any other
place where people read while waiting for service.
 Print media are less intrusive than other forms of media
 With print media the prospect has greater control as to when she views the ads, which
eliminates interruptions.
 Print media can give you a more news about the happenings in our country or even in
our world that we don’t know.
 Print Media can give you entertainment.
 A lot of more pictures in magazine and also newspaper.
 Print Media are a trusted source for news and other information.

DE-MERITS

If you are targeting the global audience, then this is not the medium you should go for. Instead,
the internet has a much wider reach than print media in this.

Placing an advertisement in print media requires a lot of planning and time. In this case, you are
faced with flexibility problem, particularly when you work in tight deadlines.

In fact, there are many limitations when it comes to targeting your audience as the particular
newspaper may not be available to the audience all the time. On the other hand, a person can get
access to the internet from anywhere and everywhere.

Besides, most of the time, your advertisement might get lost among all other ads and editorials.
Plus, the lifespan of newspaper and magazines is very short as people have a tendency to throw
them or keep them aside after one day of reading.

There are both advantages and disadvantages for print media. We have to keep all these in mind
and make the right planning to make the optimum use of print media.

Competition for attention is fierce: Research shows that Americans now engage with seven
different types of information sources each day – from print, TV and radio to online videos –
while spending one of every four minutes on a social media platform. Rather than fight this trend,
savvy business owners work to ensure that their media mix covers all the opportunities available
to them.

Print media requires longer lead times: The immediacy of social media has cast a brighter
light on the meaning of the word “long.” Even if it's not particularly well done, an ad can be
written and posted on a social media platform within minutes. Competition has helped shorten
lead times, but print ads must be written, produced and distributed. Knowing this, small business
owners should plan accordingly, designating print media for messages that are less time-
conscious in nature and are less likely to change at a moment's notice.
Print media requires multiple exposures: Consumers need to see an ad several times before
they will take action. Marketing professionals call these exposures “touches.” This is why print
ad buys are usually made in bundles – for multiple exposures. Print media can quickly add up to
be a costly proposition for the small business owner, which is why it's imperative to select the
different media carefully, so that you increase the chance of a return.

Proceed Cautiously with Media Selection: Since your hard-earned money is at stake, proceed
carefully with newspaper advertising. Industry reports from Pew Research Centre reveal a mixed
bag, with weekday circulation for U.S. dailies – including both print and digital versions – falling
8 percent in 2016. This marked the 28th straight year of declines. At the same time, some but not
all major newspapers, reported that digital subscriptions are soaring – a bright spot for the
industry. But advertising revenue continues to fall, hitting $18 billion in 2016 – about one third
of what it was only 10 years ago. This makes it clear that small business owners should insist on
seeing current circulation figures for the paper (or papers) in which they seek to advertise. These
figures could vary widely among papers, even within the same circulation area.

 The cost incurred can sometimes be expensive considering the medium you choose.
 The shelf-life of any particular print medium is limited. Newspapers, for example, are
among 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.
 There is a limitation in terms of the kind of people who may actually read your
message. The particular newspaper may not actually be accessible every time to your
target group, which means, your message may be missed! The Internet on the other
hand, can be accessed from anywhere.
 You may have to plan months in advance to advertise in print media. It does not offer
you flexibility when you are faced with a tight deadline.
 Advertisements may get lost in all the clutter of editorial and ads by competitors.
 -If you are targeting a global audience then this is not the medium you should go for.
The online and digital world has a much wider reach than print media for this
 Placing an advertisement in print media requires dedicated planning and time. It is not
something to dabble into for the sake of it. You can easily be faced with flexibility
problems, particularly when working in tight deadlines
  There are a lot of limitations when it comes to targeting your audience in print. For
example, a particular newspaper or magazine may not be available to the audience all
of the time. Whereas a person can get internet access from anywhere and everywhere
 You have to concern yourself for other advertisements and editorials too as yours
could easily get lost in amongst others. Plus, the lifespan of newspapers and
magazines is short as people have a tendency to throw them aside after one day of
reading

Dullness

Printed media cannot capture the sound and movement required by an audience raised on the
audio and video of television and the Internet.

Lead time

Because printed media involves production, information requires a lead time before it ever
reaches you. Our fast-changing world might make that knowledge obsolete by the time it
appears on the page and reaches your doorstep.

Materials

At minimum, printed materials require paper, which is harvested from trees; and ink, which
comes from chemicals. Both require time-consuming and expensive processes to make.

Distribution

Print can only reach its audience when it is distributed through an infrastructure that requires
vehicles and people, which costs money.

Waste

After you read printed media, you're left with material that you need to throw away. This
waste continually accumulates in our landfills.

 This medium not always give you a wide reach.

 The cost incurred can sometimes be expensive considering the medium you choose
like magazine.
 Sometimes in some newspaper the news are shown is not true. The news are even
twisted or distorted.
  Print can only reach its audience when it is distributed through an infrastructure that
requires vehicles and people, which costs money.
 If you are targeting the global audience, then this is not the medium you should go
for. Instead, the internet has a much wider reach than print media in this.
 Placing an advertisement in print media requires a lot of planning and time. In this
case, you are faced with flexibility problem, particularly when you work in tight
deadlines.
 The images in the newspaper are not clear that’s why people don’t want to buy it.
 Short life span readership lasts less than a day.
 In fact, there is much limitations when it comes to targeting your audience as the
particular newspaper may not be available to the audience all the time. On the other
hand, a person can get access to the internet from anywhere and everywhere.

A glaring deficiency of print media relative to electronic media is cost. Simply put, you have
no print costs when you deliver a message electronically. The savings is most extensive when
you contrast electronic messaging against full-color, glossy finish magazine ads or brochures.

Timing and flexibility are far inferior with print media. A company can deliver or adjust
many types of digital messages within the same day a decision is made. Newspapers typically
need at least a day or two lead time, and magazines require several weeks to place an ad.
Thus, a spontaneous ad with a relevant message is easier to make happen electronically.

Advertisers don't get timely responses and data tracking with print ads as they do with
electronic messages. Follow-up studies are necessary to gauge the response to print
advertisements. As soon as someone clicks on an electronic ad, his progress through the
decision-making or purchase process is measured. This tracking allows for more clear
understanding of engagement electronically.

Print ads don't have nearly the offered electronically. Social media "Likes" or message shares
demonstrate interaction with ads. The ability to share or e-mail ads quickly to friends and
followers allows for rampant expansion of electronic advertising.
 7 ELEMENTS OF PRINT ADVERTISING

Copy and Text Elements

The copy or text must communicate in clear, concise and focused language. Start with a
headline that grabs the reader’s attention, sparks interest in your product and conveys your
message succinctly. Potential customers have only seconds to read your billboard.

Even in brochures or catalogs, keep body copy brief and on point. Include the company
signature – your identifying slogan and/or logo. Use fonts (typefaces) that complement your
message and are easy to read.

Illustration and Graphic Elements

Photography, illustration and logo symbols like Nike’s swoosh raise interest in any ad.
Integrate these graphic elements with your headline and copy for maximum effect. A study
by Texas State University showed that more attention goes to pictures than words and human
models get the most attention in magazine ads.

This indicates the value of using models that match or appeal to your target audience to forge
an immediate connection between your product/service and your potential customer.
Inconsistency between your headline and your illustration will confuse the viewer and reduce
the ad’s impact.

Color vs. Black and White

Color printing costs more than black and white. Full-color printing uses four inks and four
runs through the press for each page. Two-color printing is a cheaper color option,
appropriate for some applications.

Layout of the Final Ad

The layout is the way you put all the elements together to create the final ad. Your layout
needs a focal point – usually the picture or headline – for readers’ eyes to land on, then the
white space, graphic and text elements should lead them through the copy to the company
signature. Make the final layout match the ad’s ultimate printed appearance in every detail.
Size and Shape

Newspaper and magazine placement fees are based on ad size. The exact dimensions may
vary by publication, but are priced as fractions of a page. Special locations, like the back
cover, cost more. Use appropriate size and shape, linked to purpose and corporate image, for
non-publication print advertising.

Paper and Ink

For print ads other than in magazines or newspapers, choose paper with a composition,
weight and finish that contributes positively to your advertising image. Traditional inks
contain volatile organic compounds; consider using soy-based inks if they will give the result
you want.

Placement of the Advertising

Where you place your print advertising affects its success. An auto parts dealer will get more
response running his ad in an automotive magazine or classified section than in a fashion
magazine. Direct mail solicitations generate leads more effectively than magazine ads do.
 PRINT MEDIA ECONOMICS

Print media such as newspapers, magazines, and books share some common economic
features because of physical production and distribution, but each also has unique issues
because of different demand characteristics and because they integrate or outsource elements
in their value chains in various ways. They also operate with different business models that
create economic incentives and constraints that differ among the print industries.
Fundamental to understanding these factors and differences are comprehension of the
differing cost structures, the role of economies of scale, and constraints on prices created by
multi-sided markets in the print media industries. The most significant and common
economic factor is that print media share a similar underlying technology – the printing press.
Although the characteristics of presses used to produce the three main print media can differ,
the manufacturing of copies on presses creates conditions in which all three operate in unit
cost economies. In this type of economic setting, the costs of producing and distributing
single units are important and efficiency is influenced by the number of copies printed. This
creates economies of scale in production and distribution and transaction costs involved in
individual unit sales and distribution. Daily newspapers encounter strong barriers to entry
because of capital costs for printing presses and facilities The compounded annual growth
rate of the Indian Printing Industry is estimated to be 12.2% for the period 2007-12. The
objective is to achieve 60% growth by the year of 2014. The printing industry of India is
highly fragmented and  publishing section have the large printers apart from a few in
package, label and commercial printing. About 77% of the printing houses are family-owned.
From 2002 inwards the government allowed. Foreign investors can now invest up to 26% in
daily newspapers and 100% in or other publications with government approval. Printing
sector has evolved from a manufacturing industry into a service of late. Publishing have come
up to the international standards as well.

Most of the large printers are found in big cities of 

 Delhi

 Kolkata
  Mumbai

 Hyderabad

 Chennai

SALES & READERSHIP OF PRINT MEDIA IN INDIA

Newspaper circulation in India has grown from 39.1 million copies in 2006 to 62.8 million in
2016 – a 60% increase. Comparable data for the most recent year available, 2015, show that
while newspaper circulation grew by 12% in India, it fell in almost every other major media
market: by 12% in the UK, 7% in the US and 3% in Germany and France.
Print media has always performed well in India. There are two main reasons for it –primacy
of the written word and the home delivery of the newspaper. The reason newspapers in their
physical form started declining in the West is because volition was involved – you have to go
to a newsstand and buy a copy. In India we get it at our doorstep. 
Also we often talk about ‘young India’ and forget that 50% of the country is middle-aged and
older. If you look at the readership growth of Hindi and other languages, a lot of it is coming
from young people. They turn to it either because it is a status symbol or because they take
the written word more seriously.  
Print media continues to buck global trends of declining revenues and plummeting sales.
Some caution though has to be exercised. Figures are often ‘sexed’ up by newspapers for
better ad rates.
Television has ceased to be any source of news. Newspapers are direct beneficiaries of the
crisis in news content in television. It, however, has to be said that even in the more
developed markets, newspapers have always been the source of news. 
The growth in circulation of Hindi dailies has been as swift as the rise in literacy levels in
predominantly Hindi speaking states. While literacy rates have gone up from 52 to 74% (a
growth of 42%) at the national level between 1991 and 2011, the rise has been rather swift –
from 42 to 69%, which means a growth of 65% – in Empowered Action Group (EAG) states.
States like Bihar, Jharkhand, Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chattisgarh,
Rajasthan and Odisha are part of EAG states.

Current Challenges faced by Print Media

The biggest challenge is most people with cell phones are addicted to the phone, which in
turn makes advertisers believe that digital advertising is the way to get their product out
which isn’t the case at all. In fact, if someone actually did a study on this topic they would
find that a high percentage of digital ads were seen for the very short time of how long it
takes to click the ‘x’ to dismiss the ad/info.
Other print media challenges would include:

Printing costs, paper cost, and employees that make it work, from writers, editors, and
designers.

Make no mistake that any reliable news story from any link was written by a newspaper
reporter.

After the birth of, the  dissemination way has changed a lot. The incredible speed and
quantity of  strikes’s horizon. Then the lag spread of traditional paper is obvious. Because of
this, the growth of  is much faster than The loyal readers spends much time and energy
cultivating seem to turn to after one night. However, the more worrying thing is that the new
group of readers growing in the environment do not have the habit of reading. Under the
challenges of, mode of transmission, operating income, users and so on from mew, more and
more is downfallen.
 DIGITAL VS PRINT MEDIA

Nowadays, consumers are exposed to digital media at least as much as print. The growing
prevalence of smart phones and tablets, and the wireless networks that connect them, mean
that more and more folks will view media on a digital device. Of course, this also means
more and more consumers will view advertisements on digital devices as well.

For marketing and advertising, Digital marketing has several benefits. It can be less

expensive than print media, depending on the details of each campaign. Digital campaigns
can also usually be produced, launched, and updated faster than print.

Digital media can be interactive in several ways. A promotion on social media allows for
marketers to communicate directly with consumers, using messaging, commenting, tweeting,
wall posting, and other methods to answer questions and offer incentives. Users are also
usually able to search for a digital document, or search within the document itself. A digital
advertisement could also be interactive, such as a game or contest that allows for
participation and further engages consumers.

Digital ads allow for relatively more control over exactly who sees them than print ads, so
marketers can more easily target them toward specific demographics. Many digital ads can
generate consumer information as well, offering insight over who exactly is viewing the ads.
For instance, Google AdWords and Facebook Ads offer analysis on user trends and
successful referrals generated by the advertisements.

This is not to say that print media is dying out – not by a long shot. Print media offers a more
physical, tangible medium to consumers. It’s something folks can take with them. It’s more
professional, more convenient, and just nicer to be able to give someone a brochure or
business card instead of having to say, “Hey, let me email you real fast” or “Hey, go find me
on Facebook real quick” every time you want to make a contact.
Print ads can also have a localized presence that’s much harder to achieve with digital media.
Signs and banners can create attention and help consumers physically find you. Well placed
posters, flyers, and other print media can be distributed within a community to help generate
exposure and direct consumers to you. Plenty of consumers also still get information from
print media such as newspapers and magazines.

So which one is better – digital or print? That’s a complex and nuanced question, but we
think there’s really only one good answer – BOTH.

Each medium has unique advantages, so a good campaign should incorporate both digital and
print media. The best ad campaigns utilize the right combination of media, depending on
market size and scope, demographic targets, products or services offered, budgetary
considerations, and other factors. Certain consumers are best reached on digital media, others
still prefer print. The right combination of media channels allows for the best communication
with your entire consumer audience, and also maximizes your campaign’s return on
investment as well.
 Why Print Media Marketing Strategy?

 Print media gives your potential customers a tangible experience.

 Print media builds credibility with your target audience.
 Print media has been proven effective by neurological research.
 Print media can lead customers to check out your business on social media.
 Print media can direct customers to your website.

Understand Why Print Has Value

Even in the digital age, printed content continues to provide value to businesses and
customers alike. In fact, you might even consider it one of the biggest missed opportunities in
marketing.

Less Competition

While blog posts, video, and social media are dominating the content marketing landscape,
print media is only used by about business. Or, to put it another way, it’s not as commonly
used so it offers those who do invest in it a better chance for visibility.

Trustworthy

Consumers still trust print as an honest, dependable source, especially when compared to
digital media. The term ‘fake news’ is more than just a political buzzword, and the majority
of users question whether they can trust online sources for accurate information.
While just about anyone can post a blog or news piece, print provides a higher barrier to
entry, and only the most reputable tend to clear it.

Longer Lasting

As if this weren’t reason enough to invest in print marketing, the shelf life and retention of
print tends to last longer than its digital counterparts.

Better Retention

Also, studies show that people tend to comprehend what they read in print better than what
they see on a computer screen, giving you a better chance of readers receiving your message
the way you intended.

So, what does a winning print marketing strategy look like in action? Use these ideas for
inspiration to jumpstart your print venture:

Know Your Target Audience

Results alone aren’t indicative of a successful campaign because you may have sabotaged
them before you started. If you don’t know who you’re marketing to with each print
campaign, there’s no way to tell if you’ve hit the mark or missed it completely.

Instead, take time to understand target with each type of print marketing. Keep in mind your
target audience may change, depending on the type of campaign you’re doing. For example,
you might use postcards to market to current customers, while brochure or catalogs might be
better for getting new ones.

Your current customer base provides an excellent place to start. Look at their buying
behaviours, preferences, geographic locations, and other elements to gain insight into who is
buying from you. This will give you a more educated guess on where to take your next steps.
Build Deeper Connections With Your Customers

We’ve long been told we’re exposed to hundreds of advertisements every day. Even if yours
were to somehow end up in the mix, how would it do anything to and connections, or even
get noticed?

It’s not easy to stand out in the sea of daily advertisements these days. But with so many
marketers focusing on digital channels, there’s never been a better time to rev up your print
marketing strategy.

Some print options, like direct mail, are easy to personalize to the recipient and can help you
build deeper connections with your audience. Tailor it to their interests and needs so that it
gives a made-for-you vibe rather than a “mass effect.”

Write Clearly and Concisely

Our attention spans are at an all-time low. Most people spend about a second looking at
advertisements, so it’s important to make your message clear and to the point. Nobody wants
to spend time trying to translate your offer, look for hidden catches, or figure out what you’re
trying to sell them.

Rather, less is more. Short messages can be more impactful and effective than longer ones,
especially since they have a better chance of being read.

Choose the Best Locations for Your Message

Print gives you tons of options, and it can be hard to narrow the field. Billboards, magazines,
newspapers, brochures, and direct mail can all play a role in your content strategy.

Not everyone will see the same results from each type of print marketing strategy. Things
like billboards and newspapers make it harder to target your efforts because they’re seen by
the masses, not just your specific audience.

The easiest ways to target your efforts are by focusing on things like direct mail and niche-
specific opportunities (e.g. posters at a trade show) so that you know your message is likely
to be seen by the right people.
Timing Is Everything

You might have an attractive offer and creative message, but the timing of them can have a
lot to do with your success. Think about when your audience will be seeing your promotion.
Are you tying it into a holiday or season? Is your product in higher demand during a certain
time of the year?

This is why you see lots of advertisements for home services at the beginning of the year (aka
tax season) or major sales at the end of the year (aka the holiday season). Companies time
their promotions for when people are most likely to respond, and you should, too!

Learn From Past Mistakes

You may not get it right on your first try, and that’s okay as long as you learn from your
mistakes and know how you can improve your results next time. Every print campaign
requires some trial and error, so document your progress and use your findings for a better
outcome.
 AREAS TO PRINT MEDIA WORK

Editing:
The role of an editor in newspaper publishing involves similar tasks like assigning stories to
other editors and writers and determining which of these stories will run in each edition. In
magazine, newspaper and book publishing, they review submitted manuscripts and solicit
manuscripts from professional writers to fill the publication's needs. This is also a duty
performed by an acquisitions editor, who might be the same as the senior or other upper-level
editor.

Reporting:
By reporting, we mean collection or gathering of facts about current events or background
material required for a news story or feature. Reporters do it through interviews,
investigations and observation. Reporters are given directions by editors to cover a particular
event, known as assignments. They may be general assignments or special ones. Reporters
write the news stories, which are called copies.

Freelancing:
If you are a freelance writer, you do not belong to one publication or organization, and
instead submit your writing to whomever pays you for it. Freelance writing can be both
creative and technical, but either way it is a short-term commitment. For creative writing
pieces, a freelance writer usually writes first, and then seeks a publication to house it. For
technical or specialized projects, a freelance writer will generally be sought out first.

Writing Columns:
A column is a recurring piece or article in a newspaper, magazine or other publication, where
a writer expresses their own opinion in few columns allotted to them by
the newspaper organisation. Columns are written by columnists.

Writing Comments:
Well known people who are the authorities in their respective fields, are invited to write on
topical issues in magazines and newspaper.

Drawing Cartoons:
A comical or satirical sketch on political, cultural events is the print media job of a cartoonist.
While established cartoonist works for some big groups, others are generally freelancer.

Working as an artist
Illustrations and Cartographers who specializes in maps and charts to illustrate data work in
this medium.

Photojournalism
It is an art to tell a story with pictures. People having an interest in photography with an
ability to link it with a news story can work for newspaper and magazines as a
photojournalist.
 FUNCTIONS OF PRINT MEDIA
The print media continues to remain relevant despite the advent and popularity of the
electronic media. People have learned the expediency of reading, and this makes the print
media live on. Try as society may, it will be a herculean task to find an alternative that will
manage to drive the print media out of business even as the world struggles to go paperless.

Information

The print media is at the forefront of disseminating information. Information is such a

powerful tool and major democracies thrive on open debate and free flow of information
between the governed and the governments. The development of the Internet has made it
possible for print media to publish breaking news within minutes of it happening anywhere in
the world. Today, all major print media outlets have websites that are updated more
frequently and contain archives of information.

Entertainment

Even at a time when television appears to rule the mass media, the print media maintain a
niche in the world of entertainment. Humor columns, comics, feature stories, crossword
puzzles and word and number games continue to stir interest for several readers. Also,
several readers buy printed newspapers just for the purpose of catching up with featured
sports stories.

Advertising

The print media has long been used for the purpose of advertising, which simply means to
inform by passing information about products and services from the manufacturers to
intended consumers. The aim of advertising is to try and influence the readers to make a
decision, such as buying the advertised product/services. Despite all other avenues for
advertising, including social media, the print media remains particularly important owing to
the vast readership it enjoys. In this way, the print media is a major mover of the economy.

Persuasion

Nothing like the print media has the power to influence and change people’s minds on world
issues. The type of change it effects can also be used to call people to action. Many
controversial topics have been put across subtly using the print media, and the results are
usually long-lasting and effective. The colors, graphics and slogans of print media are used to
persuade us and the messages are easily remembered. Even as technology develops new ways
of communicating, the print media seems to be here to stay.
 COMPANIES WHICH HAVE PRINTING BUSINESS

1. ANANDA BAZAR PATRIKA LTD. (ABP LTD.)

ABP Ltd. is one of the leading media companies in India. The group started out as a
newspaper by the name of Ananda Bazar Patrika in 1922. ABP was founded by Prafulla
Chandra Sarkar who was also the editor. Today along with its flagship newspaper, the group
publishes 9 other publications. These include

i. The Telegraph in Schools – standlone Newspaper by & for school students

ii. Unish Kuri – teen Bengali Magazine 2003

iii. Ananda Bazar Patrika – a premier Bengali language daily

iv. Anandamela – a children’s monthly magazine in Bengali

v. Anadalok – a film magazine published in Bengali

vi. Desh – a literary magazine

vii. Boier Desh – another literary magazine in Bengali

viii. Sports World – a sports magazine

ix. The Telegraph – an English language daily

x. Sunday – an English language weekly magazine

xi. Business World – a weekly business magazine

xii. Career – Fortnightly launched in 2004

xiii. Sanada – Fortnightly Woman Magazine Bengali & Oriya

xiv. Star Majha– Marathi 2007, Star News – 2003

The group jointly owns a 24 hour news channel in collaboration with Star India by the name
of ‘Star Ananda’ Bengali – 2005. The present editor-in-chief of the group is Mr. Aveek
Sarkar.
 2. INDIAN EXPRESS GROUP 

The Indian Express group is another leading media company owned by the RPG group. The
Indian Express group started out as a newspaper by the same name in 1932. The foundation
of the group was laid down by Late Shri Ramnath Goenka. The present Chairman and
Managing Director of the group is Mr. Vivek Goenka. Presently the group owns 35 national
editions, 14 publication centers and 7 national language dailies. Some of the major group
publications are

i. The Indian Express – a leading national daily

ii. The Sunday Express – a weekly English newspaper

iii. Loksatta – a Marathi language daily

iv. Express Hospitality – Express Travel work – monthly

v. The Financial Express – daily business newspaper

vi. Lok Prabha – a weekly Marathi language magazine

vii. Jansatta – a Hindi language daily

viii. Screen – a film magazine published in Hindi and English

ix. Network Magazine – an IT Intelligent Enterprize

x. Express Computer – Weekly express channel business

xi. Express Pharma – Express Healthcare

xii. Healthcare Management – a pharmacy magazine

 3. BENNETT COLEMAN & CO. LTD. (TIMES GROUP) 

The company started its operations in Bombay (Mumbai) in 1838 when the first edition of
The Times of India was published. Today, Bennett Coleman & Co. Ltd. is one of the leading
media house in India. The group is a multi-product group and has a number of leading media
brands to its name. These include,

i. The Times of India – a leading English language daily

ii. The Economic Times – a leading business daily

iii. NavBharat Times – a leading Hindi language daily

iv. Maharashtra Times – a leading Marathi daily

v. Femina – a women’s magazine published in English

vi. Filmfare – a film magazine

vii. Times Music – The group’s music label

viii. Radio Mirchi – The group’s radio station

ix. Indiatimes.com – The group’s internet portal

The present chairperson of the group is Ms. Indu Jain. Mr. Vineet Jain is the Managing
Director of the group.

4. HT MEDIA LTD.

One of the largest Indian media company, HT Media ltd. was founded in 1924 when its first
newspaper, Hindustan Times was launched. A flagship company of the KK Birla group, HT
Media Ltd. today operates with 15 printing facilities across India. Some major brands owned
by the company are:

i. Hindustan Times – a leading English daily

ii. Hindustantimes.com – online newspaper of the group

iii. industan – a leading Hindi daily

iv. Hindustandainik.com – online Hindi newspaper

v. HT Next – a youth newspaper

vi. Kadambini – a monthly Hindi magazine

vii. Nandan – a popular children’s magazine published in Hindi and English

viii. Metro Now – Young Delhities Newspaper

ix. Mint – Business Newspaper

The present Chairman of HT Media Ltd. is Mr. K K Birla.

Mr. Vir Sanghvi is the editor-in-chief.

5. INDIA TODAY GROUP (LIVING MEDIA PVT. LTD.) 

India Today Group is the largest media house in India. The group was founded in 1975 by
Mr. Aroon Purie, who has held the position of editor- in- chief for the last three decades.
Today the group has 12 magazines, 3 Radio stations, 4 TV channels, a newspaper, a music
label, a book publishing house and India’s only book club in its bouquet. These include:
 i. India Today – a weekly magazine published in Hindi and English

ii. Money Today – a monthly financial magazine

iii. Business Today – a fortnightly business magazine

iv. Men’s Health – a monthly health magazine for men

v. Design Today – a monthly interior design magazine

vi. Good Housekeeping – a monthly magazine

vii. Travel Plus – a monthly travel magazine

viii. Cosmopolitan – a monthly women’s magazine

ix. Reader’s Digest – a monthly magazine

x. Golf Digest India – a monthly golf magazine

xi. Harvard Business Review – a Harvard Business School management journal

xii. Time – Indian issue of the magazine

xiii. Fortune – Indian issue of the magazine

xiv. Chartered Accountant – a monthly journal on Chartered Accountancy

xv. Today – a daily newspaper

 6. HINDU GROUP 

The Hindu group started its operations as a weekly newspaper by the same name in 1878.
The newspaper became a daily in 1889. Today, the group’s flagship newspaper is printed
from 12 centers. Some of the other group publications include:

i. Hindu Business Line – a business daily

ii. The Sportstar – a weekly sports magazine

iii. Frontline – fortnightly features magazine

 iv. Survey of the Indian Industry – an annual review on Indian industries

v. Survey of Indian Agriculture – an annual review on Indian agriculture

vi. Survey of the Environment – an annual review of the environment

vii. Indian Cricket – an annual record book on cricket

viii. The Hindu – Daily

ix. The Hindu International – Edition Weekly

x. The Hindu International – Monthly & Cumulated annual

xi. Hindu Business Line – a business daily

The present group editor-in-chief is Mr. N. Ram.

LIMITATIONS OF THE STUDY

Market research is conducted to various respondents so biases such as mood, feelings act on
research settings.

The responses from the respondents could be biased which ultimately affects the results
shown by marketing research.

This study limits to the material available on references only.

 SCOPE OF THE STUDY

Whilst we are living in an increasingly digital world, print media is still an incredibly
important part of the marketing mix. Investing in print media can help businesses to extend
their reach to potential customers, gain exposure and engage their target audiences with
campaigns. The study would help in gathering the opinion of people for print media and
traditional marketing methods.

The study further helps in analysing the benefits of promoting and marketing B2B & B2C
business through print media, like newspapers, leaflet, books, brochures, flyers, cards, maps
etc.

The study will help to understand the importance of print media in this world and how it is
getting hampered by electronic media.
1. Nivea Men: Because Life Makes Wrinkles

Source: http://www.gutewerbung.net/nivea-men-worry-lines/

Since 1911, Nivea has been a leader in the skincare industry. For the launch of a new anti-
wrinkle product aimed at men, the brand's agency pulled out some advertising magic. These
creative print ads played off of men's daily stressors — rambunctious children, automotive
repairs, home buying — by using imagery that told a story in an instant and was especially
relatable. Why did these advertisements work? Nivea identified with customers' daily lives
and positioned itself as the brand consumers need to "work out life's wrinkles."

Marketing Tip: What struggles do your consumers face in their daily lives? How does your
brand help them get through those challenges? There's no better way to gather this insight
than to listen to the customers themselves, so start by issuing surveys or customer feedback
forms. Use what you learn to create more targeted and relevant local print marketing.

2. Nestle: Chunky Mail

Source: https://www.dandad.org/awards/professional/2012/direct/19062/chunky-mail/

Sometimes l can outdo even the highest-budget national campaigns. Take this great campaign
by Nestle as case in point. To communicate the "chunkiness" of their Chunky Kit-Kat, Nestle
issued a tongue-in-cheek direct mailer to a select group of local consumers. The card
mimicked those "sorry we missed you" cards that British postmen leave behind when
packages are too big for the letterbox.

Once opened, the card encouraged recipients to head over to a local retail store to claim a free
chocolate bar. This clever local print execution worked because it was delivered straight to
consumer's doorstep and because it could be acted on right away in their own neighborhood.

Marketing Tip: Ready to deliver a targeted direct mail campaign just like Nestle? Add a bit
of personalization by supplying your local affiliates with templates that auto-populate their
contact information.

Learn More: How To Use Local Marketing Automation To Create Personalized Print

Campaigns
3. Jeep: See What You Want to See

Source: https://www.brandingmag.com/2013/12/19/jeep-see-whatever-want-see/

Jeep has reigned as an automotive leader since 1943. Recently, the brand introduced a series
of ads that built off the brand's recognized place as an off-road champion. Built around
unique optical illusions featuring wild animals, these ads invite customers to internalize the
brand's message that with Jeep you can get out and see whatever you want, wherever you
want. By simply looking at the ad a different way, a gazelle magically turns into a seal! These
advertisements perfectly capture consumers' desire for creativity and adventure.

Marketing Tip: When done right, adding unique creativity to your print marketing can be
very powerful. Start by consulting your buyer persona intel. What types of ideas resonate
with your consumers most? Use this information to craft a marketing piece that customers
respond to instinctively. But don't make it all fun and games! Be sure the creativity of the ads
still leaves room to tie in your branding.

4. Corona: Find Your Beach

Source: https://i.pinimg.com/736x/25/2a/fa/252afa906dd5d6b54aa7aa5229ee7be1--
advertising-ice.jpg

In this local print marketing example, Corona encourages customers to visit their favorite
local restaurant for a cold and refreshing drink. The local retail store used the brand's popular
"Find Your Beach" tagline to draw comparisons between the beverage they sell and a relaxed
state-of-mind. Even better, they pick up on customers' daily experience by referencing the
beaches they know from around the local area.

Marketing Tip: In order to achieve the same results, design print marketing templates with a
bit of flexibility. Allow your local affiliates to add some localized flavor to the layouts you've
prepared. Doing this will create more engaged customers and happier affiliates, too.

5. McDonald's: Leave Your Morning Mood Behind

Source: https://www.gutewerbung.net/mcdonalds-morning-mood-cactus/
McDonald's is synonymous with fast food all around the world. Part of the reason why is that
they've invested a huge amount of effort and brainpower to convey their brand franchise
message through print. In these recent print ads, viewers are encouraged to "leave their
morning mood behind" with a delicious breakfast sandwich and hot coffee. In fact, one
advertisement features a prickly cactus dressed in overalls — ouch! Picking up on how the
brand can meet customers where they are (with that sour morning attitude we all get) made
this a great campaign.

Marketing Tip: Want to achieve these same great marketing results? Start by mapping out
your customer's path to purchase. What are they thinking, feeling and doing during every
stage of the process? What brings the customer to your store's doorstep in the first place? Use
these emotional triggers to craft a campaign idea that really resonates with how consumers
feel.

6. Volkswagen: Precision Parking

Source: https://www.adsoftheworld.com/media/print/volkswagen_hedgehog_and_fish

Recently, the iconic Beetle-making car brand introduced all-new precision parking
capabilities across their fleet. The brand used a prickly hedgehog and delicate goldfish bowls
in their print advertising to communicate the key value their park assist technology gives
customers. Why did this campaign work? For one, the advertisements featured two lovable
animals. But more importantly, ads all focused on translating the benefit of a rather technical
feature into fun, relatable imagery that spoke louder than any tagline could.

Marketing Tip: If you're introducing a new product or service, print marketing is a great
way to build some momentum. If the product or service is especially complex, try to
introduce messages and graphics that distill those technical complexities into easy-to-
understand bite-sized chunks.
 CONCLUSION

POSITIVE IMPACT OF PRINT MEDIA:

 Advertisement: The ancient Babylonians got it right where the print media was
concerned; it is indeed an effective tool for mass communication. That’s why companies
often spend in millions each year to advertise their products and services across various
forms of print media. To put it in perspective, Vogue magazine, which is often touted as
one of the most fashionable magazines of the world, had clocked impressive ad revenue
of $500 million in 2013 alone. The fact remains that showcasing ads on these magazines
and other forms of print media ensures that your targeted demographic sees the ad and
gets the message. And the best part is that as an advertiser, you would have to pay only
once and the recipients can view the ad again and again, at no extra cost.
 Mass communication: One of the effective ways to communicate with the masses
was through the print media. That’s why the US government ran several ads on various
 print media to entice young men and women to enlist with the army during the Second
World War. Print media remains to date one of the most effective ways to communicate
with the general population.
 Entertainment and news: While we do get both instant variations of both news and
entertainment through the various television programs, the fact remains that the print
media such as newspapers still holds out a special allure to many. This is why, despite
being in the digital age, most newspapers reported in an incremental increase in total
number of subscribers
NEGATIVE IMPACT OF PRINT MEDIA:

 Negative body image: One of the things that print media had been accused of in the
recent past is of stereotyping of what it considers to be the perfect body image. As a
result, most of the pictures posted in the print media reflect the same, thin unreasonable
waistlines and this is having an impact on the younger generation. As a result, several
have opted to starve themselves to achieve that body image, resulting in both severe
health complications and fatalities.
 Psychological effect and fake news: The print media needs to understand that it
plays an influential role in today’s society. But sadly, some of the companies often rile
their audiences while paying little attention to fact and even go to the extent of distorting
the truth so that they can make a quick sale. Many a riot had started with less and the
costs of such manufactured news are just rising.
 Hidden agenda: Many a news story planted in the print media has often led to
governments being dismissed, presidents impeached and in one case, a king to abdicate.
It is clear from the outset that the particular news firm had an agenda, but that should not
have prevented the firm from exercising their journalistic ethics and objectivity when
preparing the news. Sadly, few chose to exercise this at their discretion which is why the
next time you read a loaded news item, you may want to keep the salt shaker close by.
These are some of the positive and negative effects of print media and that’s why we need to
review carefully before accepting anything in the print media as the gospel truth.
 Suggestions for further research
Apart from the exact scope of this particular research, one might suggest more thorough
research on smaller regional newspaper and magazine publishing companies in order to see
how the change in media environment has influenced them, if the impact has been similar to
national ones and how what they have done to tackle the challenge. The topic discussed in
this research of course remains an infinite source for more investigation in today’s world
where practically all businesses have the possibility to operate globally, development of
services is increasingly customer-driven and technological development constantly creates
new solutions after another for people’s convenience. This research only investigated the two
popular approaches companies have taken regarding their business models. Future research
can target other solutions for traditional companies suggested by scholars, regarding both
business models and technological innovations.
 BIBLOGRAPHY
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https://www.fedena.com/blog/2014/02/advantages-disadvantages-print-media.html