“Print Media”- It’s Merits &

Demerits

Mayur Agarwal

HPGD/JL17/2408

SPECIALIZATION: MARKETING MANAGEMENT

WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT &

RESEARCH

Year of Submission: JUNE 2019

 ACKNOWLEDGEMENT
I wish to this opportunity in expressing my sincere thanks to the people, I am obliged to them
for their encouragement and inspiration that lead me through this project. I express my deep
sense of gratitude to my project guide Rizwan Gabhrani.

I would also like to thanks all my friends and family members, who had directly or indirectly
given their kind co-operation and encouragement. I admit that co-operation and morality are
keyword to success.

Mayur Agarwal

Place: Mumbai

Date: 05-02-2019
 CERTIFICATE FROM THE GUIDE
This is to certify that the Project work titled “Print Media”- It’s Merits & De-merits is a
confide work carried out by Mayur Agarwal (HPGD/JL17/2408) a candidate for the /Post
Graduate Diploma examination of the Welingkar Institute of Management under my guidance
and direction.

Rizwan Gabhrani

SIGNATURE OF GUIDE

NAME: Mr. Rizwan Gabhrani

DESIGNATION: Assistant Manager (Accenture Services Pvt. Ltd.)

ADDRESS: Accenture Services Pvt. Ltd, 1st Floor, Tower A, Logitech

Park, Sakinaka Andheri East, Mumbai.

PLACE: Mumbai

DATE: 05-02-2019
 UNDERTAKING BY CANDIDATE

I declare that project work entitled “Print Media”- It’s Merits & De-merits is my own work
conducted as part of my syllabus.

I further declare that project work presented has been prepared personally by me and it is not
sourced from any outside agency. I understand that, any such malpractice will have very
serious consequence and my admission to the program will be cancelled without any refund
of fees.

I am also aware that, I may face legal action, if I follow such malpractice.

Mayur Agarwal

Place: Mumbai

Date: 05-02-2019
 TABLE OF CONTENTS

ABSTRACT.............................................................................................................................07

Chapter 1) INTRODUCTION..................................................................................................08

Aims & Objectives of Study....................................................................................................08

Limitations of the Study...........................................................................................................09

Scope of the Study....................................................................................................................09

Methods....................................................................................................................................09

Types of Print Media................................................................................................................10

History of Print Media.............................................................................................................13

Functions of Print Media……………….................................................................................16

Major Print Media Companies in India …………………….………………….....................16

Chapter 2) OVERVIEW...........................................................................................................18

Types of Printing………………..............................................................................................18

Four sorts of Printmaking………………….…………………………....................................19

7 Elements of Print Advertising…..........................................................................................23

Areas to Print Media work……...............................................................................................27

Strategies of Marketing………………….. ............................................................................29

What Challenges Print Media facing.......................................................................................31

Sales and Readership of Print Media…...................................................................................37

Print Media Economics……....................................................................................................37

Positive & Negative Impact of Print Media on Society…………...........................................40

Digital V/s. Print Media………………………………...........................................................43

Chapter 3) Merits & Demerits…..............................................................................................49

Merits…………………………...............................................................................................49

Demerits…………………………...........................................................................................52

Chapter 4) Articles...................................................................................................................54

Article by Economic Times......................................................................................................54

Logical Analysis of Case Study...............................................................................................54

Article by Chirdeep Shetty - CEO (Quintype, Inc)..................................................…............55

SWOT Analysis........................................................................................................................57

Chapter 5) Suggestions& Conclusion......................................................................................59

Suggestions...............................................................................................................................59

Conclusion for the Study..........................................................................................................60

Bibliography.............................................................................................................................61
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 (Stabel, 2015). 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.

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.

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.
What Is 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.
A Brief 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-Hicky's Bengal Gazette—was started in 1780 under
the British Raj by James Augustus Hicky. Other newspapers such as The India Gazette, The
Calcutta Gazette, The Madras Courier (1785), and The Bombay Herald(1789) soon
followed. These newspapers carried news of the areas under the British rule. The Bombay
Samachar, founded in 1822 and printed in Gujarati is the oldest newspaper in Asia still in
print. On May 30, 1826 Udant Martand (The Rising Sun), the first Hindi-language newspaper
published in India, started from Calcutta (now Kolkata), published every Tuesday by Pt. Jugal
Kishore Shukla.
Currently India publishes about 1,000 Hindi Dailies that have a total circulation of about 80 million
copies. English, the second language in terms of number of daily newspapers, has about 250
dailies with a circulation of about 40 million copies. The prominent Hindi newspapers are Dainik
Jagran, Dainik Bhaskar, Amar Ujala, Navbharat Times, Hindustan Dainik, Prabhat
Khabar, Rajasthan Patrika, and Nai Dunia.
In terms of readership, Dainik Jagran is the most popular Hindi daily with a total readership (TR)
of 54,583,000, according to IRS Round One 2009. Dainik Bhaskar is the second most popular
with a total readership of 33,500,000. Amar Ujala with TR of 28,674,000, Hindustan Dainik with
TR of 26,769,000 and Rajasthan Patrika 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 The Times of India, 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; The Times Group. The Hindustan Times was founded in 1924
during the Indian Independence Movement ('Hindustan' being the historical name of India), it is
published by HT Media Ltd. The Hindu was founded in 1878 by a group known as Triplicane Six
consisting of four law students and two teachers in Madras (now Chennai), it is now owned
by The Hindu Group.
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.
The main regional newspapers of India include the Marathi language Lokmat, the Gujarati
Language Gujarat Samachar, the Malayalam language Malayala Manorama, the Tamil
language Daily Thanthi, the Telugu language Eenadu, the Kannada language Vijaya
Karnataka and the Bengali language Anandabazar Patrika.
Newspaper sale in the country increased by 11.22% in 2007. By 2007, 62 of the world's
bestselling newspaper dailies were published in China, Japan, and India. India consumed 99
million newspaper copies as of 2007—making it the second largest market in the world for
newspapers.

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. Hickey was asked to leave the country. He was sent back to England.
Copies of the Bengal Gazette are still kept in the National Library in Kolkata and the British Museum
in London.

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 Raju
Narisetti. 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 engagement and sharing opportunitiesoffered 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.

Aim:

To create an awareness of the basic theories and concepts related to communication. To introduce
mass media and their characteristics. To familiarize with the history and fundamentals of print media
& with the characteristics of print media content.

Aims of this report basically are mainly two, firstly to highlight the current situation of the
print media and its future, secondly to some extent identifying the benefits and some
possible successful strategies which might change the situation for print media.

Objectives:

Print media is the oldest media such as newspaper, magazines, journals, and other
printed material. The printing media is responsible to reporting the latest and accurate news
and information.

(1) A broad based notion of the theories related to Communication.

(2) A knowledge of the history of the media.

(3) A knowledge of the fundamentals of media writing.

(4) The skill, by practice, of writing editorial, features, reviews and the like.
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. Newspapers and magazine 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 investment. Foreign investors can
now invest up to 26% in daily newspapers and 100% in scientific or other publications with
government approval. Printing sector has evolved from a manufacturing industry into a
service industry in India 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,
and Sivakasi, which has emerged as a commercial printing hub and accounts for a major share
of exports from the Indian printing industry.

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

Print Media Marketing Strategy

Why

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 one out of three
businesses. 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 who you want to 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 behaviors, 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 build loyalty 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.

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

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

l Unish Kuri – teen Bengali Magazine 2003

l Ananda Bazar Patrika – a premier Bengali language daily

l Anandamela – a children’s monthly magazine in Bengali

l Anadalok – a film magazine published in Bengali

l Desh – a literary magazine

l Boier Desh – another literary magazine in Bengali

l Sports World – a sports magazine

l The Telegraph – an English language daily

l Sunday – an English language weekly magazine

l Business World – a weekly business magazine

l Career – Fortnightly launched in 2004

l Sanada – Fortnightly Woman Magazine Bengali & Oriya

l 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

l The Indian Express – a leading national daily

l The Sunday Express – a weekly English newspaper

l Loksatta – a Marathi language daily

l Express Hospitality – Express Travel work – monthly

l The Financial Express – daily business newspaper

l Lok Prabha – a weekly Marathi language magazine

l Jansatta – a Hindi language daily

l Screen – a film magazine published in Hindi and English

l Network Magazine – an IT Intelligent Enterprize

l Express Computer – Weekly express channel business

l Express Pharma – Express Healthcare

l 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,

l The Times of India – a leading English language daily

l The Economic Times – a leading business daily

l NavBharat Times – a leading Hindi language daily

l Maharashtra Times – a leading Marathi daily

l Femina – a women’s magazine published in English

l Filmfare – a film magazine

l Times Music – The group’s music label

l Radio Mirchi – The group’s radio station

l 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:

l Hindustan Times – a leading English daily

l Hindustantimes.com – online newspaper of the group

l industan – a leading Hindi daily

l Hindustandainik.com – online Hindi newspaper

l HT Next – a youth newspaper

l Kadambini – a monthly Hindi magazine

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

l Metro Now – Young Delhities Newspaper

l 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:

India Today – a weekly magazine published in Hindi and English

Money Today – a monthly financial magazine

Business Today – a fortnightly business magazine

Men’s Health – a monthly health magazine for men

Design Today – a monthly interior design magazine

Good Housekeeping – a monthly magazine

Travel Plus – a monthly travel magazine

Cosmopolitan – a monthly women’s magazine

Reader’s Digest – a monthly magazine

Golf Digest India – a monthly golf magazine

Harvard Business Review – a Harvard Business School management journal

Time – Indian issue of the magazine

Fortune – Indian issue of the magazine

Chartered Accountant – a monthly journal on Chartered Accountancy

Today – a daily newspaper

Headlines Today – 24 hour English news channel

Thompson Press – The group’s publishing label

Music Today – The group’s music label

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:

Hindu Business Line – a business daily

The Sportstar – a weekly sports magazine

Frontline – fortnightly features magazine

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

Survey of Indian Agriculture – an annual review on Indian agriculture

Survey of the Environment – an annual review of the environment

Indian Cricket – an annual record book on cricket

The Hindu – Daily

The Hindu International – Edition Weekly

The Hindu International – Monthly & Cumulated annual

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

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.

5.1 Outcomes and implications of the research The state of newspapers’ and magazines’ print
versions in Finland can be considered rather good in the near future based on relatively high
subscription and circulation rates along with positive indications in companies’ conduct during the
past couple of years. There seems to be a demand from people for readable media content to
 become more exploratory, profound, insightful and multi-leveled. The content offered by different
channels must vary and cannot aim at serving the same purpose. In Finland, print is still profitable
business which has caused established companies in the industry to be un eager for dramatic
changes in their traditional business models. Another issue that is holding back established
companies regarding their eagerness to change is also the risks and uncertainties in the development
of online services – requiring a great deal of a company’s resources when done effectively. The
companies must daringly develop services that increase customer benefit and consequently increase
customers’ willingness to pay for those services, despite the uncertainties in the industry. All in all, it
can be concluded that the focus 45 TURKU UNIVERSITY OF APPLIED SCIENCES THESIS | Jere Auvinen
media channels and deliver a model based on consistent management (Ernst & Young LLP 2011).
Younger generations are very familiar with journalistic content in digital form and show high rates of
readership in that area. Studies also indicate that consumers are indeed willing to pay for digital
content – even in this era of large extent of free content available – if the content is seen valuable
enough and is of high quality. Large public has not been intimidated by introduction of pay walls for
premium content. Good response to pay walls along with increasing consumer online behaviour
analysis tools has enabled more accurate targeting and greater personalization of the content
directed to customers. This has at the same time increased customer benefit and made advertisers
willing to pay higher prices for such highly personalized targeting of a potential customer – balancing
the loss of revenue caused by decrease in print sales to some extent. This research gives a good
overall view over the current situation and near future of Finnish companies involved in newspaper
and magazine publishing. Besides anyone who is interested in this particular topic, this research is
particularly beneficial to regional – perhaps smaller – newspaper and magazine publishers who have
not yet fully embraced the digital potential of their business.

5.2 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 me- 46 TURKU UNIVERSITY OF APPLIED SCIENCES THESIS | Jere Auvinen dia companies
suggested by scholars, regarding both business models and technological innovations.

 American Printing History Association: History of Printing Timeline

 BusinessDictionary: Print Media
 PsPrint: History of the Printed Newspaper
 Ancient Pages: Chinese Invention: World's First Known Movable Type
Printing
 Sorenson Media: A Brief History of Television – Plus a Few Predictions of its
Future
 Discover Graphics Atelier: Printmaking: An Explanation
 Prepressure.com: Printing Processes
 Forbes: 'Mr. Magazine' On Why Print Magazines Just Won't Die
 New World Encyclopedia: Broadcasting
 LiveScience: Internet History Timeline: ARPANET to the World Wide Web

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http://classroom.synonym.com/disadvantages-print-media-5246266.html

https://www.fedena.com/blog/2014/02/advantages-disadvantages-print-
media.html

1.
Abstracts
Intro
Aims & Objectives
Limitations
Scope
Methods
Types of print media
History of print media & Printing
Functions of Print Media
Major Print media companies in india

2
Overview
Types of Printing
4 sorts of printmaking
7 Elements of Print Advertising-
Areas to Print Media Work-
Print Media Marketing Strategies-
Challenges for Print Media-
Sales & Readership of Print Media-
Print Media Economics-
Positive & Negative Impact of Print Media
Digital V/s. Print Media-

Merits-

Demerits-

Article by Economic times-

Logical Analysis of Case study

Articel by Chirdeep Shetty-

Suggestions

Conclusion

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_fis
h

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.