INTRODUCTION• With a sort of boon coming in the world of print communication with the availability of printing press, telegraph, telephone and telex, the publishing industry made hey while the sun was shining• The first hundred years was the time when the print industry tried to comprehend the new situation and shaped itself into a regular and formal sector but from the start of the 19th century, print media in most countries started specializing in certain areas.
Cond... Since business in the form of advertisements in the print was also flourishing, the media enjoyed a great deal of financial comfort and provided jobs to tens of thousands of people across the globe. James Augustus Hickey is considered as the "father of Indian press" as he started the first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in January, 1780 and thus the history of Indian Print Media started from the very same year.
Samachar Darpan in Bengali proved to be the firstnewspaper in the Indian languag and the first issue of thisdaily was published from the Serampore Mission Presson May 23, 1818.On July 1, 1822 the first Gujarati newspaper theBombay Samachar was published from Bombay, whichis still extant. The first Hindi newspaper, the SamacharSudha Varshan began in 1854.After such invention this industry had never lookedback. It flourished like a growing tree and within no timeit became a high valued and influencing industry
Definition of Print mediaPrint media include such forms as- newspapers, magazines, books, newsletters, advertising, memos, business forms, etc.
Types of Print Media:Newspapers: Newspapers are the most popular forms of printmedia. Newspapers collect, edit and print news reports andarticlesMagazines: Magazines also offer advertisers an opportunity toincorporate various new techniques and ideas.
Newsletters: Newsletters also form an important part of print media.These target a specific group of audience and give information on theproduct.
• Brochures: Brochures give detailed information about the product. These are mainly distributed at events or even at the main outlet when a consumer needs to read in detail about the product. Posters: Posters are forms of outdoor advertising. The message in a poster has to be brief and eye catching as it targets a person on move.
Advantages of Print Medialoyal readership. This can be very useful foradvertisers as compared to advertising on theInternet.If you are targeting a particular geographical area, youcan do so with ease through print media.For example, a local newspaper would be a bestmedium 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 expensesto be incurred while advertising.
Cond…• making a longer impact on the minds of the reader, with more in-depth reporting and analysis.
DISADVANTAGES OF PRINT MEDIAThe cost incurred can sometimes be expensive consideringthe medium you choose.Newspapers for example, are amongst the public eye only fora day.This medium may not always give you a wide reach.Internet, on the other hand, can target a global audience.Advertisements may get lost in all the clutter of editorial andads by competitors.
The Role of Magazine and NewspapersThe role of magazine and newspapers in the advertiser’s media plan differs fromthat of the broadcast media because they allow the presentation of detailedinformation that can be processed at the readers own pace.The print media are not intrusive like radio and TV, and they generally requiresome effort on the part of the reader zines are often referred to as high-involvement media.Over 80 percent of U.S. house-holds subscribe to or purchase magazines, whilethe average household buys six different magazines each year
TYPES OF NEWSPAPERSThe traditional role of newspapers has been to deliverprompt, detailed coverage of news as well as to supplyother information and features that appeal to readers. Daily newspapers Weekly newspapers National newspapers Special audience newspapers Newspaper supplements
TYPES OF NEWSPAPER ADVERTISINGThe major types of newspaper advertising are display andclassified.Display advertisingClassified advertising -special ads and inserts
ADVANTAGE OF NEWSPAPERSNewspapers have a number of characteristics that makethem popular among both local and national advertisers.These includes their:-extensive penetration of local marketsFlexibilitygeographic selectivityreader involvementspecial services.
LIMITATION OF NEWSPAPERSThe limitations of newspapers include their:-Poor reproductionShort life spanLack of selectivityclutter
CLASSIFICATION OF MAGAZINES• Consumer magazines• Farm publication• Business publication
facts and figure• First magazine printed 1739• Name Scots still running Readers 1995 2010 % 28% 35%
Ratio of advertising and editorialyear Advertisement % Editorial %1975 46.5 53.51990 50.7 49.31995 49.1 50.92000 50.3 49.72005 47.2 52.82010 54.1 45.9
ADVANTAGE OF MAGAZINES Magazine have a number of characteristics that make them attractive as an advertising medium. Strengths of magazines include their selectivity excellent reproduction quality creative flexibility performance prestige readers’ high receptivity and involvement services they offer to advertisers.
DISADVANTAGE OF MAGAZINES Costs Limited reach and frequency Long lead time Clutter and competition