Introduction to electronic media

Advertising Advertisers know that their

efforts influence child audiences, and they
put their money on the line in support of this
assumption with the placement of every
commercial message they buy. The TFAC
appreciates the role of advertising in our
society and the contributions psychological
research makes to effective marketing.
Nonetheless, we are agreed that
advertising that is unfair or that promotes
the use of harmful products does a
disservice to children. Given the significant
role played by advertiser-supported media
in the lives of the nation's children, it is time
to move forward with new policies that will
better protect the interests of children and
new research that will address the vast
array of unanswered questions in this
important topic area. The stakes are too
high to ignore these issues or their impact
on the nation’s youth.
Introduction to electronic media

Most newspapers make a majority of their

income from advertising; the income from the
customer’s payment at the news-stand is small
in comparison. The portion of the newspaper
that is not advertising is called editorial content,
editorial matter, or simply editorial, although
the last term is also used to refer specifically to
those articles in which the newspaper and its
guest writers express their opinions.
Newspapers have been hurt by the decline of
many traditional advertisers. Department stores
and supermarkets could be relied upon in the
past to buy pages of newspaper advertisements,
but due to industry consolidation are much less
likely to do so now.[20]
In recent years, the advertorial emerged.
Advertorials are most commonly recognized as
an opposite-editorial which third-parties pay a
fee to have included in the paper. Advertorials
commonly advertise new products or
techniques, such as a new design for golf
equipment, a new form of laser surgery, or
Introduction to electronic media

weight-loss drugs. The tone is usually closer to

that of a press release than of an objective news
story.
A newspaper is a written publication containing
news, information and advertising, usually
printed on low-cost paper called newsprint.
General-interest newspapers often feature
articles on political events, crime, business,
art/entertainment, society and sports. Most
traditional papers also feature an editorial page
containing columns which express the personal
opinions of writers. Supplementary sections
may contain advertising, comics, coupons, and
other printed media. Newspapers are most often
published on a daily or weekly basis, and they
usually focus on one particular geographic area
where most of their readers live. Despite recent
setbacks in circulation and profits, newspapers
are still the most iconic outlet for news and
other types of written journalism.
Features a newspaper may include are:
• Editorial opinions and op-eds
Introduction to electronic media

• Comic strips and other entertainment, such

as crosswords, sudoku and horoscopes
• Weather news and forecasts
• Advice, gossip, food and other columns
• Critical reviews of movies, plays,
restaurants, etc.
• Classified ads

Editorial guidelines
Editorials are generally printed either on their
own page of a newspaper or in a clearly
marked-off column, and are always labeled as
editorials (to avoid confusion with news
coverage). They often address current events or
public controversies. Generally, editorials fall
into four broad types: news, policy, social, and
special. When covering controversial topics
such as election issues, some opinion page
editors will run "dueling" editorials, with each
staking out a respective side of the issue.
Many magazines also feature editorials, mainly
by the editor or publisher of the publication.
Introduction to electronic media

Additionally, most print publications feature an

editorial, or letter from the editor, followed by a
Letters to the Editor section. The American
Society of Magazine Editors has developed a
list of editorial guidelines, to which a majority
of magazine editors commonly adhere.[1]. Most
editorial pieces take the form of an essay or
thesis, using arguments to promote a point of
view.

[edit] Structure of editorials

This section may require cleanup to meet
Wikipedia's quality standards.
Please improve this section if you can. (August
2007)
The editorial page of a newspaper is not about
news. It is about personal views. Articles
appearing on a newspaper's editorial pages
represent the views of the newspaper's editor
and/or it's editorial board.
Many print publications feature an editorial or
'letter from the editor', which is followed by
'letters to the editor' section where members of
Introduction to electronic media

the public write in with comments on the

editorials or articles in that publication. People
write in from all over the world and a letter
written by a person residing in Mumbai, for
example, will go to the publication in Mumbai
to which he’s written.
General opinion holds that the content of
editorials needs to carry a message strong
enough to eliminate the need for photos
associated with the opinion expressed.
Most editorial pieces take the form of an essay
or thesis, using arguments to promote a point of
view. Newspapers often publish editorial pieces
that are in line with their publication's editorial
slants. However, dissenting opinions are often
given space specifically to promote balance and
discussion.
Requirements for article length varies according
to each publication's guidelines, as do a number
of other factors including style and topic.
[edit] Leading editorial pages
Arguably the most prominent editorial page in
the United States is that of the New York Times,
Introduction to electronic media

which features columnists Paul Krugman,

Thomas Friedman, Frank Rich, Bob Herbert,
Gail Collins,and Nicholas D. Kristof. For many
years, former Richard Nixon speechwriter
William Safire was the lone conservative
columnist on the page. Following Safire's
retirement, David Brooks was hired from the
Weekly Standard to fill the "conservative seat."
But in 2007, the Times surprised (and angered)
many of its politically liberal readers by adding
a second conservative, William Kristol, also of
the Weekly Standard, as a columnist.
The Wall Street Journal has long been the
country's most influential conservative editorial
page. Under the long-time leadership of Robert
L. Bartley from 1971 to 2001, the page won a
number of Pulitzer Prizes. Its columnists include
Deputy Editorial Page Editor Daniel Henninger,
who writes the "Wonder Land" column on
national issues, Kimberly Strassel, who writes
the "Potomac Watch" column from Washington,
DC, and Mary Anastasia O'Grady on Latin
American issues. It is edited by Paul Gigot and
also publishes the online site, Opinion Journal.
Introduction to electronic media

It is also the only major editorial board in the

nation with its own television program, Journal
Editorial Report, which formerly appeared on
Public Broadcasting System stations, but now
runs on the Fox News Channel.
The Washington Post 's opinion page[2] features
opinion columnists Charles Krauthammer,
David Ignatius, and E. J. Dionne among others.
Magazine
A magazine is a periodical publication
containing a variety of articles, generally
financed by advertising and/or purchase by
readers.
Magazines are typically published weekly,
biweekly, monthly, bimonthly or quarterly, with
a date on the cover that is in advance of the date
it is actually published. They are often printed in
color on coated paper, and are bound with a soft
cover.
Magazines fall into two broad categories:
consumer magazines and business magazines. In
practice, magazines are a subset of periodicals,
distinct from those periodicals produced by
Introduction to electronic media

scientific, artistic, academic or special interest

publishers which are subscription-only, more
expensive, narrowly limited in circulation, and
often have little or no advertising.
Magazines can be classified as:
• General interest magazines (e.g.

Frontline, India Today, The Week,

etc)
• Special interest magazines

(women's, sports, business, scuba

diving, etc)
• India Today is an Indian weekly

newsmagazine published by Living Media

India Limited, in publication since 1975.
India Today is also the name of its sister-
publication in Hindi. Aroon Purie is its
editor-in-chief from 1975, a position he has
held continuously for the last three decades.
It is part of the India Today group also
founded in 1975 and which now includes 13
magazines, 3 radio stations, 4 TV channels,
1 newspaper, a classical music label (Music
Today), book publishing and India's only
Introduction to electronic media

book club. With the publication of its 30th

Anniversary issue in December 2005, the
magazine which had commenced
publication in 1975 with a circulation of
5000 copies, currently has five editions and
a circulation of over half a million copies
with a readership of over 20 million.
•
Radio
Radio’s main advantage over the
other forms of media is the fact that
‘it is everywhere’. There is hardly a
place in the world beyond the reach of
radio. There are more than 520
million radio sets in the US, at least 2
sets per person. Radio is so pervasive
in our lives that we jog, commute,
drive, and even wakeup to radios.
Some people build their day around
popular commentators and hourly
news schedules. A study of 260 metro
markets by Arbitron in 1999 revealed
Introduction to electronic media

that every U.S adult spends an

average of 2 hours and 48 minutes
every day listening to radio. Unlike
print media that requires undivided
attention from the reader, radio does
not require the much literacy, and it
can be played in the background. In
comparison with print media, radio
has the extra advantage of being live
and timely. Radio advertising became
a reality in the 20s when a New York
station (WEAF) a local real estate
developer paid $50 so that he could
get 10 minutes of airtime to pitch his
new Long Island apartments. After
this, many local businesses sought the
similar services and within months,
companies were buying airtime. Even
if radio-advertising revenue comes
fourth after that of newspapers,
television and direct mail, its share is
steadily growing and success rate for
Introduction to electronic media

radio advertising is higher than

newspapers, magazines and direct
mail. Between 1986 and 1992, it
recorded a 30% increase. Choosing
radio as a marketing media offers the
advantage of the large numbers of
people that listen to radio.
Television
The distinguishing factor between and
the other forms of mass media is the
fact that it incorporates all the
defining characteristics of the other
media. It qualifies to be a multimedia
channel because it can be used to
show text, still pictures, sound as well
as moving pictures. It adds motion to
the capabilities of radio. The
introduction of television did not
transform marketing communication
in the same way as the Internet has
done in the last 5 years. The cost of
Introduction to electronic media

TV content production was prohibitive

in the initial years and recorded video
was not possible until much later. The
emergence of TV as a marketing
medium that would replace the then
traditional media (radio and print) was
slow and reserved to organizations
that were well off. Cost of production
has since dropped and this has
democratized the use of TV for
marketing. Even if almost anyone can
produce an advertisement for TV, the
quality of the production and the
ratings of the network on which the
advertisement is broadcast have
connotations about the product or
service being advertised. In order to
deliver TV signals to locations beyond
the reach of broadcast systems, CATV
systems came into existence. These
were initially community setups that
were meant to receive signals using
Introduction to electronic media

antennae in elevated locations and

distribute it to the community using
coaxial cable. These were the first
forms of cable TV as we know it. The
TV industry depends on the sale of
airtime to advertisers to cover their
operating costs. So as to get good
money for the airtime sold to
advertisers, TV stations strive to have
as many viewers as possible during a
particular time so as to increase
ratings. They achieve this by
improving the quality of
programming. Ratings are used to
determine the price of airtime. The
prime of this kind of advertising is
during popular sports season and
specifically the super-bowl night. On
that particular day it costs 2.2 million
dollars for 30 seconds of airtime. It is
estimated that there are about 200
million viewers at such a time, hence
Introduction to electronic media

the high cost of airtime.

In 1981, Ted Turner predicted that TV
would make newspapers obsolete
within 10 years. Although he was
wrong about this, he was right that it
would continue to ‘rob’ the old media
channels of their advertising quotas.