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Essay: Print Media

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Print Media

In the present time applications of Visual art through Mass media and specially print media has emerged as a immense significant medium in our society. Role of media to generate awareness and to educate people has been through a lot of experimentation. By using instruments of visual art in a direct and indirect ways we can make public inform and to govern lives of community. The following study attempts to examine characteristics and evolution of print ads issued in public interest by GOI (Government of India). Also an attempt to examine changing of strategy used in GOI print campaigns made for conveying health related messages in public. Starting with a brief history of print advertising and print advertising in India, then covering elements of print ad, GOI Health Communication strategy, GOI Print campaigns, Polio eradication campaign will be the major focus of this study. In order to understand celebrity endorsement and its impact in rural area the concentration will be on Polio Campaign. I choose polio print campaign because of its huge nationwide print campaign for mass impact. India is a land of one billion people and still counting and a zillion opportunities. How does one communicate with this land where dialects, culture and even cuisine changes every 8 to 10 miles as one goes by. Production and creation of effective advertising has long been a concern of both advertisers and advertising agencies. There have been various rules of thumb for creating effective advertising since advertising began. In order to understand this better I have added a brief history of advertising in India. The history of Indian Advertising can be tracked down to the time with hawkers calling out their wares, right from the days cities and markets first began. The trend moves from shop font signage to street side sellers to press ads. In 18th Century, concrete advertising began with classified advertising and not to forget this was also the time when print ads appeared for the very first time in Hickey’s Bengal Gazette, which was India’s First newspaper. It was a weekly newspaper. Newspapers are one of the best platforms for conveying information due to cheap medium, easy accessibility and also extended reach as well as high frequency of publication. Government of India has been using this medium to spread public health information and to raise awareness. Many times depending upon areas in our country, like in rural areas this medium plays major role in awareness. The newspaper becomes the only medium for Government to approach the communities. So it’s important that health related messages should be highly effective and easy to understand at the same time. To bring desirable change in a community message should be conveyed effectively and strongly.

However, the history of India can not overlook the 200 year British rule over the country. Every aspect of Indian lifestyle, whether it is education, transportation, commerce, or advertising and communications, was affected by the foreign invasion. But, it was in such a time period that type setting shops, also called studios, emerged, marking the beginning of advertising created in India (as opposed to imports from England). These studios were set up for bold type, ornate fonts, fancier, and larger ads. These newspaper studios then trained the first generation of visualizers & illustrators. The earliest of ads that can be seen, appeared in newspapers, in the form of the latest merchandise from England around the early 1700s. Other goods advertised then were patent medicines; the first brands as we know them today were a category of advertisers.

INTRODUCTION

Advertising has been any business’s most important part since centuries, The very first print advertisement in English got printed in 1472 for selling a book of prayer. It’s very clear that the media today has become a very present force in India and abundance of advertisements is the result of free media. In print advertising history it can be explained by the offers which are posted in newspapers or sent through mail. It is one of the oldest medium of advertising and it has long history. During the time of William Caxton, in 1468, it started, when William promoted a book which had his first printed advertisement. Later in 1704 a person named Joseph Campbell started to include ads in Newsletter of Boston. After this, Benjamin Day got a book printed named New York Sun in the period of 1833, It was a mix of stories and advertising car. Later in 1910 the ‘Edward book of Women home book’ made a magazine ad code. Since this time period print advertising started giving more attention towards design and glamour. Print advertising was only effective if people see them, when a person look through one or two publications he bent towards getting new details and also his observation starts which gradually increases about the things which interest him. This type of advertising attracts more people to towards products and services, when they see or read publications. These type of advertisements are mostly seen in newspapers, magazines etc. A lot of planning by a group of individuals is done for this kind of advertising. By going through history of print advertising we get this idea that a group of creative people is needed to create ideas which further becomes an ‘ Idea’. Another group of other people works on appropriately placing these ideas so that they can earn more money. Print media advertising is a prime part of minting money for a publication. Mailers are also a part of print advertising which consist of notice size white paper to postcards. Now as we know, advertising has been a important thing for business for years, Its signs & symptoms are there during the early Roman and Greek civilizations up to the middle 17th Century. Earlier advertising was exclusively meant to be an outdoor medium. The local merchants used advertising to attract and interact customers. When the adoption of printing press went widespread, the publication of local newspapers started and they started classified advertising. Enterprising merchants used postal and press system to print the very first commercial catalogs. About Print Ads/Visuals In these days application of visual art via mass media has gained a lot of significance in society. Use of media in way to generate awareness, to inform and to supervise and control any community’s lives in many direct and in-direct ways- can be made much more impactful by using tools or principals of visual art. Mix of media and visual art has a vast area of opportunity to play a important role in country like India which has huge geographical area. Variety of Culture, 18 scheduled languages and social-economic disparity. The value of communication in making people mobilized as well as seeking people’s interest and involvement In country’s development is well recognized. If the communication facilities will be great the modernization process will be very fast. A plan which indicates where the component parts of the ad like illustrations, text, headline etc. will be placed for effective communication is called layout. The layout plays a major role in performing psychological or symbolic function. The final print ad which is followed by the final layout gives the reader or viewer a very first impression of service, organization, product or individual sponsoring the print ad. When a layout is very formal it shows that the advertiser is solid, conservative and stable. To present the impression of any dynamic, innovative company or service a modern and informal layout is required. Image of ‘class’ and exclusiveness is represented by sufficient white space in any print ad most of the times. To give the impression of discount type of something white type on heavy black background or a layout covered with heavy elements is made. This type of things is mostly done in retail advertising. (Brian, 2012)

DIFFERENT ELEMENTS OF PRINT ADS

There are different elements of print ads which contribute in a formation of design which is created to attract customers attention. These elements together form a good treat to eyes which forces him to read the whole advertisement. These points are also put here in terms of psychology also.

Attention The main aim of the print ads is to get customer attention and lure them for any service or product. For triggering any ad’s boom factor, the attention step is critically important.Most of the time strong headline is used for this purpose. Any advertiser has to keep these points in mind while creating one :

1. The message should be easy to understand 2. convince instead of entertainment. 3. Assume customer’s lack of interest 4. Provide relevant information 5. Be confident

Three Basic means to attract attention by Russel and Lane(1996): to use a combination of headline with visual, to use a headline alone or to use a visual alone. In an Ad the visual image should be in rhythm with the body copy and headline. In many of the print ads celebrities are used to attract attention. The glamour of celeb works in drawing customer’s attention. According to Rotfeld (2002) celebs are just used when there is lack of any good idea and mostly the celebs are not connected with the product for which they are advertising. But these type of print ads attracts people better than usual print ads.

Advertisers should not use vivid styles, sizes and pictures or else readers will ignore the ad, according to Sawyer(1995). There should be a continuous flow which will help the person in observation of all the important things in any print advertisement. A good print ad must represent what a problem any service or product can solve and how it is the perfect choice. One of the major aim of the print ad is to create a long lasting image of any brand or service. Color ads gain much success as compared to black and white ads.

Three different type of elements are there in a print ad, picture, brand and text. (Pieters & Wedel, 2004). Picture works in attracting the reader or person’s attention toward print ad. The brand element shows the visual scene of brand’s logo, identity, name & trademark. Most of the time a packaging or a logo is remembered by a person by a image which refers to that particular brand image. In some other print ads only a hint of something is essential for the brand. Two different ways are there for any brand’s ad. Either to emphasize on the ad for service or product or by showing the service or product in use. In newspaper and magazine ads a person attention is captured by seven seconds of text, six seconds of picture and four seconds of brand. The bigger visual will create bigger attention. The headlines plays a vital role in making of a nice print ad. It is very important to consider all three parts for making a good print ad, which are picture, brand and text.

Why colors are used in any print ad or visual? Beside making them attractive there are more different reasons to it. Like, representing people, objects, scenes with complete fidelity, creating good impression and fastening visual impressions in anybody’s memory, emphasizing some important part, representing objects and obviously attracting attention. In 1891 use of color in newspaper advertising was done for the first time. But now if we talk about today the whole scenario has changed, we can’t imagine our world without color. Colored newspaper advertisement are a essential thing to grab the attention. Consumers can often be motivated by colors, depending upon cultural background and personal experience. Lifestyle preference can be imparted by color preference. For example red, blue, yellow etc. which are primary colors when juxtaposed with white stripes exude decisiveness and are often used as team colors in sporting events. They are associated with sporting lifestyle. Yellow, light blue and green are some of spring colors which suggest a exuberant, fresh character. Deep violets, black and dark blue etc. are some of winter colors which represents chilly and cool attitudes.

Illustrations

In any print communication it is the most important element. By attracting the attention of reader they play a vital role in any print’s effectiveness. They give a fast and quick idea to the reader, mostly when its hard to convey the idea verbally. Good illustration and its appropriate use develops interest in viewer’s mind about print ad. It also makes communication more believable. Photographs and art work are the two basic tools of any Illustration. These days photographs are used mostly in print media publications. They are believed to be more real and authentic in comparison to artwork. Researches proves that pictures or photographs sells more than drawings. Most of the time artwork is believed to represent fantasy. But sometime cartoon work and artwork are used to enhance a certain feature of message. Diagrams in health concerned messages could be a useful medium of artwork in depicting or illustrating complicated messages. To put an idea across effectively the visual content should be focused and relevant.

Symbol/Ideogram

It’s also one important part of communication or we can say it’s a another vital visual tool for conveying the message. An image which embodies any organization is called ideogram. It is a graphic symbol which is used to represent any idea or concept. Some are comprehensible only by familiarity with prior convention. Others convey through pictorial objects and also known as pictograms. Culture, background, education and sophistication play a important part in role of symbol in communication. Symbols may weaken or strengthen the communication on how and where they are used. And also depending on the level of understanding each involved person has about what specific symbol means. Logo

To gain instant public recognition government authorities or organizations, commercial enterprises, individual person etc. use an emblem or graphic mark known as logo. It can be graphical purely or composition of the name of the organization. The importance of logo lies in its visual content, some studies shows that instead of text people relate and recognize image faster. (Ra, 2008) designing a good logo may require involvement of marketing and design agency. It requires a clear idea about values and concept of any firm, organization, authority or service. It also requires better understanding of the target group or consumer. The logo in any print ad should be used in appropriate place or else it can cause distraction and harm the impact of print ad. And it should be in right size also.

The layout of the print ads deals with different relationships, between top and bottom, left and right, horizontal and vertical. There exist the different layout and arrangement to catch the attention of the customer. (Moriarty, 1991)

Grouping and Unity are the combination of visual elements to make sense in print ads and the important things are boldly marked in ad. To create a gap between the elements white space is used. White space is regarded as blockade, but still it’s a vital component. Can be used as support or backdrop. It should be put outside for maximum use of its application. To tell a viewer from where to begin a good layout is necessary.

Simplicity, Contrast, Balance, Sequence, Emphasis are the other important element of a good layout.

If print medium had music, for sure it would be typography. Typefaces are decoded as we read. Each letter’s cut will transmit many signals to the brain. Typography underscores words with emotional presence, creates atmosphere, colors the way we want our message interpreted. With the invention of Mac, numerous of new typographical techniques and faces have been spawned overnight.

Two Art directors have become the world’s master of typography, one is Neil Godfrey who dominated the British Industry and Neil French roamed the Asian stage.

Advertisements also have personalities like people, some say their message in a fresh way and they are able to make an impact. Some are boring so they go unsuccessful. Like for example, most of us might be polite to dull people but to a dull ad no one will be polite. ‘The written word is the deepest dagger you can drive into a man’s soul.’ Not only the print is the oldest advertising medium it is one of the most resilient also. Advertising witnessed transition from one type to another. Print exercise is an tempting charisma. It is the permanence of the page, the romantic chemistry of paper and ink. It is the only medium which we can touch and hold and the best part is communication here is one to one.

Objectives of this study 1. To analyze the existence of evolution in Government (Indian) print ads issued in public interest. 2. To analyze how successfully government print ads left an impact on reader’s mind as compared to commercial print ads of the private brand or service. 3. To identify and analyze the key factors influencing the consumer

Advertising in India In India the first newspaper published in 19th Century which carried advertising, So since then it has been a long tradition in India. In India B.Datram & Company established in 1905 was the very first advertising company in india followed by few others mentioned below. (Ciochetto, 2004) 1. India Advertising Company (1907) 2. Calcutta Advertising Agency (1909) 3. S.H.Bensen (1928) 4. J. Walter Thompson Associates as Hindustan Thompson Associate (1929) 5. Lintas which is Lever International Advertising Services (1939) 6. McCann Erikson (1956) Expenditure of advertising was estimated at $ US 300,000 in 1950’s. Due to influence of more socialist political environment of 60’s and 70’s companies to advertise were getting very little incentive, and the reason behind it was that the advertising was Non-tax deductible. 58% rise in number of agencies registered was noted in 1970’s. In the duration between 1969 to 1979 the agencies turned to 168 from 106, and not to forget this also included Indian agencies growth. Print Ads in India while dealing with print ads It is necessary to keep viewer in mind. The low level of literacy could be the reason why any print ad become less effective or impactful in rural areas of india. A lot of visuals might increase its effectiveness. Now india becoming a succeeding country is picking up on literacy rate, this point is important and must be considered, In india print ads have great reach. We can see ads in market place where most of the people contact to each other. The visuals and the memory devices can still ensure the message delivery even if the language used in ad is English. The only way to reach local audience is to keep the ad Relaxed and simple and to the point. The Advertising Standards Council of India The Advertising Standard Council of India was formed on 21st Oct.1985 under section 25 of the companies act, 1956 as a non-profit body. The council has provided a list of guidelines to all its members to help them to regulate their behavior themselves. Membership of Advertising Standards Council of India is open to firms and companies in the following categories. a) Advertisers of good and/ or services. b) Proprietors or publishers of Newspapers, periodicals and other media that carry advertisement of services or good. c) Advertising agencies. d) Outdoor contractors, film/video/TV/radio producers/distributors block maker, printers and such other types of allied and ancillary trades and profession who assist in the creation or placement of advertising or in any manner concerned with advertising. The advertising Standards Council has adopted a code for self-regulation in advertising. It is expected from all its members, whether they are the advertisers, advertising agencies, media houses, or outside contractors or suppliers dealing with the advertising work, to follow such self-regulatory norms and behave in a responsible manner. As the code become increasingly accepted and observed, three benefits are expected to happen : 1. Fewer false and misleading claims resulting in more credibility. 2. Fewer unfair advertisements resulting in fairer competition. 3. Increasing respectability. This code applies to the advertisements read or viewed in India by a significant number of people even if carried by media that are published or that which originate abroad.

Governments Advertisements in India In India government ads are not considered as source of monetary assistance to any media outlet or publication. To this end, Only when the occasion or need arises none of the ads issued. During the financial year 2009-10 the government spent 2,4413000 rs. on advertisements. About 11,551 government advertisements were released to different newspapers throughout whole India. This included around 95,06,914 outdoor displays and 80,000 copies of printed materials, like calendars, speeches of the prime minister and other government publicity literature. The Indian Government advertising process is a complex process consisting of balances and multiple checks at each and every stage. From Ad’s creation decision to actual placement and analysis of the impact. Indian newspapers are not subsidized by the government. Ads of the Indian government are not a source of income for newspapers. In fact the government agencies for example DAVP which stands for Directorate of Advertising and Visual Publicity gets 40% cheaper rates than the commercial rates from these newspapers. (Robert Grabow, p. 39)

A Bar chart visualization of what the government spent on print advertising in year 2009-2010 through newspapers.

Government goes Private The government has to ensure that its policies and programs are properly presented and correctly interpreted through the press and other media to the people on whose support and good will it holds office. Around 11 to 12 thousand government ads are released in a year in various newspapers in all India on which government spend approx. 2,30,00000 to 2,40,00000 Rs. (Robert Grabow, p. 39) In this modern time where commercial segment is trying to lure customers with their colorful & experimental print ads, Government is also trying to compete them.To increase the attention of public in their messages they are now hiring ad agencies. Some Print ad Campaigns of government bodies has been done by private advertising agencies like Orchard, Dentsu, Taproot and percept etc. For example if we take the ‘India Shining’ Campaign which ran across the country on a huge level, it was done by Orchard Advertising which is a Indian subsidiary of Leo Burnett, a U.S. based advertising Company. Orchard’s advertisement strategy was to counter the mood set by the ‘ India Shining ‘ campaign. Most advertisements by congress did not use bright & many colors was mainly concentrated more on the poor. Indian National Congress (INC) has awarded its entire creative and media mandates to Percept, ahead of the upcoming assembly elections in the states of Uttar Pradesh and Uttarakhand following a multi-agency pitch. Commenting on the win, Amitava Mitra, chief operating officer, Percept, said, ‘Yes, Congress has chosen us to work on the campaigns for both these states. UP is one of the most important states for Congress; it’s not been in power here for the last 22 years, thus we have a very huge and challenging task ahead of us. We will develop the complete integrated campaign for the party. The decision to work with Percept was unanimous at the party level since the agency understood the objective well and had a tone and language in the campaign that was in sync with the thinking of the Congress.’

Rajiv Agrawal, executive creative director, Percept/H, added, ‘This is truly a satisfying win. It called for a different kind of understanding and sensibilities. While on the one hand, you had to understand the vision and the thinking process of the person leading the charge – Rahul Gandhi in this case, on the other hand, you had to address different audiences and, therefore, different problems/ issues at the same time, yet have a single-minded thought which cuts across. We had an interesting thought ‘ sensible, yet warm, honest, yet clutter breaking.’

The Congress party has opted for many of the same people who were behind its advertising campaign for the 2009 elections, picking Dentsu and Taproot to join JWT as the agencies that will handle the Rs 500 crore contract. The party made its choice last week, said more than five people aware of the decision. They didn’t want to be named. It was reported earlier that JWT had been chosen by the party to run its ad campaign. While the three agencies have been barred from speaking to the media by the party, the people familiar said Dentsu and its unit Taproot will handle the above-the-line (ATL) communications or those with a mass focus. Dentsu picked up a 51% stake in Taproot last year and both agencies made a joint pitch. JWT will handle the activation or on-ground events for Congress. The party is expected to spend nearly Rs 400 crore on ATL messaging that includes television, print, radio, outdoor and digital and around Rs 100 crore for the on-ground activities. The party will be looking to the ad agencies to burnish an image that’s been battered by corruption scandals and criticism over inaction on policy changes for much of its term. Experts said the Congress party will be looking to the food security legislation, the Right to Information Act, the direct transfer of benefits initiative and others as its main campaign planks for the election, besides indirect, subtle attacks on the opposition party over its secular credentials. ‘Rahul Gandhi wants to use ’empowering the common man.

For the last election, JWT created a three-month campaign for Congress backed by the tagline ‘Aam aadmi ke badhte kadam’. The campaign took place in three phases with some 250 films and radio spots in 22 languages. Special films were also made to reach out first-time voters with the slogan ‘Yuva Bharat ke badhte kadam’, leveraging Rahul Gandhi’s leadership and the late Rajiv Gandhi’s contribution to the country’s development. They have a tough task ahead of them, given the current image of the party and the popularity of the BJP’s Narendra Modi.

On a similar track Bangalore traffic police also hired a private ad agency for its campaign. Bangalore traffic Police has been running an outdoor advertising campaign using disturbing photography to shock people out of talking to their friends and families on the phone while they are driving. Men and women are shown grimacing as blood spurts out from their telephones. The tag line: ‘Don’t talk while he drives’ The Campaign was developed at Mudra Group, India, by executive creative director – Joono Simon, Art director – Vinci Raj, Copywriter ‘ Akhilesh Baghri, Photographer Mallikarjun Katakol with retouching by Satish.

Advertising for a good cause. Cancer in India. A survey by Indian Cancer Society in year 1978 in Bombay (which is known as Mumbai now) revealed that awareness of symptoms, causes & treatments of cancer was very low. Then the Indian Cancer Society asked O&M to mount on advertising campaign. To change the attitudes from fatalism and ignorance to optimism and understanding was the main motto of the campaign. Only then could people be persuaded to have regular check-ups at the free clinics of the society. The theme was one of hope : Life after Cancer’Its worth living. The advertisement showed real people who had been cured and within 2 months the no. of check-ups given by the clinics tripled.

It says most of the people are attracted towards any print ad most of the time due to colors and creative visuals or any Celebrity image.

Hence my further research was more concentrated on Visuals, colors and elements of design, which in combination make any print ad interesting.

There was also study of consumer psychology behind this, Bright images, bright colors, creative visuals or use of any celebrity’s image grabs attention more. And Colors and images are the first thing which attracts a person to a print ad.

Thus the elements of design plays main part in grabbing the attention of reader. Your advertisement should be very different if you want more people to be interested in it. However since starting private advertising agencies/companies were very experimental and unconventional in their treatments of print ads, the competition is getting tough these days due to the Internet Age. But print has still its charm.

By above data we can say that government is trying hard to convey its message in public widely and effectively and that’s why government is hiring private advertisement agencies. They are doing something different from their routine working, they know in this modern world your print ads should be catchy enough to stay in mind for a while. Many of their advertisement campaigns were successful and famous in metro as well as small cities and in aged ones as well as youth. By their efforts people now have started giving time & thoughts to their ads.

Bibliography

(n.d.). http://www.mxmindia.com/2013/10/its-dentsu-taproot-jwt-for-congress/#sthash.rSTFMJko.dpuf. (2013, October). Retrieved from www.mxmindia.com: http://www.mxmindia.com/2013/10/its-dentsu-taproot-jwt-for-congress/#sthash.rSTFMJko.dpuf Ciochetto, L. (2004). Advertising and globalisation in India. Wellington, New Zealand: EASA. http://www.campaignindia.in/Article/284706, p.-t.-h.-c.-d.-f.-c.-u.-p.-a.-u.-e.-c. (n.d.). Malin Edlund, H. N. (2006). The Use of Print Ads for an International Brand. Lulea University of Technology. Robert Grabow, S. D. (n.d.). Government Advertising Policies:Some Findings from Around the World. Columbia University, New York.

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The Evolution of Print Media: A Comprehensive Exploration

The evolution of print media: a glimpse into ancient times.

The evolution of print media can be traced back to ancient civilizations, where various forms of written communication were utilized. Ancient civilizations like Egypt and Mesopotamia recorded their histories, laws, and stories on clay tablets, papyrus [i] , and stone inscriptions. Standardized communication marked a significant step forward with the invention of writing systems like hieroglyphics [ii] and cuneiform [iii] .

In This Article

The invention of paper in Han Dynasty China (about 105 CE) was a turning point in the development of the print media. While writers still had to transcribe documents manually, this innovation greatly facilitated the production of written materials. However, the innovations in printing technology in the later centuries truly revolutionized how information was disseminated.

The Gutenberg Revolution: Birth of the Printing Press

The development of the printing press by Johannes Gutenberg in 1440 was one of the most revolutionary events in the history of print media. The invention harnessed the power of moveable type, enabling the mass production of books and other printed goods. His Bible, printed in 1455, is regarded as the first significant book to be printed using this revolutionary technology. This breakthrough marked the beginning of the mass production of books, making disseminating knowledge more accessible and affordable.

The printing press had a significant effect on the growth of print media. It enabled the dissemination of knowledge and played a crucial part in the Renaissance, a time characterized by a renewed interest in the arts, sciences, and classical studies. With the emergence of printed books, education became more accessible to a larger portion of society, resulting in increased literacy rates and a shift in how people acquired knowledge.

The Era of Newspapers: Informing the Masses

As print technology continued to advance, newspapers emerged in the 17th century. The “Relation” was published in Strasbourg in 1605, followed by the “London Gazette” in 1665. These early newspapers were often published weekly or monthly, informing readers about current events, commerce, and politics.

In the 18th century, newspapers proliferated throughout Europe and the American colonies. These newspapers were indispensable to political debate and crucial in molding public opinion. In the United States, publications such as Benjamin Franklin’s “The Pennsylvania Gazette” contributed to disseminating ideas that sparked the American Revolution.

Birth of Print Media in India

The history of print media in India began in the 16th century when European missionaries and merchants introduced printing technology. In 1556, the Portuguese created the first printing press in India in Goa to disseminate Christian literature. However, the turning point occurred in the early 18th century when Irishman James Augustus Hicky published “Hicky’s Bengal Gazette” in Calcutta in 1780. (now Kolkata). It is primarily regarded as India’s first newspaper, marking the beginning of Indian journalism.

Industrialization and the Mass Circulation Press

Significant advances in print technology were made during the 19th century, coinciding with the rising industrialization of Western countries. The newspaper industry was changed by innovations such as steam-powered printing presses, mechanical typesetting, and the employment of high-speed machines. This era witnessed the emergence of the mass circulation press, which was marked by daily publications and lower prices.

Due to their low pricing, penny newspapers, such as “The New York Sun” and “The Daily Mail” in the United States and the United Kingdom, made newspapers more accessible to the working class. This period also saw the birth of sensationalism in journalism, as newspapers battled for readership with attention-grabbing headlines and scandalous stories.

Early Growth and Struggles of Print Media in India

India had a tremendous expansion of print media in the 19th century. During this time, the impact of newspapers such as “The Hindu” (formed in 1878) and “ The Times of India ” (started in 1838) began to take shape. These publications were crucial in shaping public opinion and establishing a spirit of nationalism.

During the colonial era, the Indian press was also subject to censorship and repression, as many legislation and laws tried to restrict press freedom. For instance, the Vernacular Press Act of 1878 sought to regulate regional-language journals. Despite this, Indian journalists and publications persisted in their efforts to inform and inspire the masses.

The Role of Print Media in the Independence Movement of India

Print media played a crucial part in India’s freedom struggle. Leaders such as Mahatma Gandhi and Jawaharlal Nehru utilized newspapers and magazines to promote their goals and rally public support. Gandhi’s “Harijan” and “Young India” were effective spokespersons for his nonviolent resistance movement.

Post-Independence Era

In 1947, when India gained independence, the print media scene witnessed a tremendous transformation. The Indian Constitution guaranteed freedom of the press, and this newfound liberty created a thriving and diverse media environment. The circulation of “The Times of India,” “The Indian Express,” and “Hindustan Times” increased significantly as they became influential voices in the Indian media landscape. Alongside English-language media, regional language newspapers began to develop, catering to India’s unique linguistic and cultural landscape. These publications include “Amar Ujala” (Hindi), “Anandabazar Patrika” (Bengali), and “Dainik Bhaskar” (Hindi).

Print Media in the 20th Century: Challenges and Innovations.

For print media, the 20th century was a century of contrasts. On the one hand, it experienced extraordinary development and innovation, while on the other, it faced problems posed by evolving technology and competition from other media types.

The introduction of color printing and advancements in photojournalism expanded the visual attractiveness of newspapers and magazines. World War I and World War II highlighted the significance of print media as a news and information source. During this time, newspapers such as “The New York Times” and “The Times of London” gained international fame.

In the latter half of the 20th century, television and radio emerged as the primary forms of mass communication. Print media faced the challenge of adapting to these new mediums. Nonetheless, it found ways to innovate, introducing new forms such as tabloid newspapers and magazines catering to specific interests such as fashion, entertainment, and way of life.

The Digital Revolution: Navigating the Information Age

The digital revolution of the late 20th and early 21st centuries changed the print media landscape. The advent of the Internet and digital technology presented both benefits and obstacles. Online news websites and digital editions of newspapers and magazines allowed global distribution and real-time updates. However, the ease of internet publication has led to questions regarding the quality and accuracy of information.

Print media organizations had to adapt quickly to the digital age by developing online presences, embracing multimedia storytelling, and introducing paywalls and subscription structures to maintain revenue. Social media platforms have further transformed news dissemination, as information may be instantly and virally disseminated.

Indian Print Media in the Digital Age

The introduction of offset printing, the computerization of editing operations, and the use of satellite technology for news distribution enhanced the quality and effectiveness of print media in India.

However, the greatest dramatic development occurred in the 1990s with the introduction of the Internet. Newspapers and publications have embraced online media, expanding their global readership reach. The “The Times of India” website was created in 1997, followed by other major publications.

The Contemporary Landscape: Print Media Today

Print media has evolved into a multi-platform enterprise in the 21st century. Traditional newspapers and magazines continue to exist in print and digital modes, while independent journalism websites and new media channels have flourished. The accessibility of smartphones and tablets has increased the reach of print media by enabling readers to access content on the go.

In-depth reporting, investigative journalism, and lengthy narratives rely heavily on the printed word. Magazines like The New Yorker and National Geographic continue to prosper, giving readers in-depth analysis, photographs, and captivating storylines.

Print media remains a powerful and dynamic industry in India. Leading newspapers such as “The Times of India” and “The Indian Express” maintain a significant print and digital presence, appealing to a varied audience. Regional language newspapers have also adapted to the digital age, ensuring that news is available to speakers of various Indian languages.

Print media continues to be a critical source of news and information, particularly for those who prefer the tactile experience of reading a physical newspaper. In addition, the editorial standards and investigative journalism of Indian publications remain vital in holding those in power accountable.

Challenges and Controversies

From the first newspaper in the late 18th century to the digital transformation in the 21st century, Indian print media has been instrumental in informing, influencing, and reflecting the diverse voices of the nation. However, there have been concerns about the independence and integrity of the print media. Occasionally, the issue of paid journalism, sensationalism, and biased reporting has damaged the reputation of certain publications. Despite this, Indian print media has continued to provide the public with trustworthy, educational, and thought-provoking information.

The rise and development of print media are evidence of human brilliance, technological advancement, and the medium’s continuing relevance. From the earliest forms of written communication to the digital age, print media has adapted to shifting societal requirements and technological advances. It has been instrumental in changing societies, stimulating public dialogue, and sharing information.

Print media is an important component of mass communication and journalism in the information era, coexisting with digital platforms and providing a unique and useful perspective. In an ever-changing media world, its capacity to provide in-depth reporting, critical analysis, and long-form narratives maintains its sustained relevance.

[i] Papyrus is a tall, grass-like plant, used by the ancient Egyptians, Greeks, and Romans as a writing material.

[ii] Hieroglyphics is a form of writing that uses pictures or symbols to represent objects, concepts, or sounds. Hieroglyphics were used in ancient Egypt and other writing systems.

[iii] Cuneiform is an ancient writing system that was used in the Middle East. Cuneiform was first developed by the ancient Sumerians of Mesopotamia around 3500 BCE. It was used to record literature, such as the Epic of Gilgamesh, and to communicate and formalize legal systems, such as Hammurabi’s Code. Cuneiform was used until the 1st century BC.

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Home / Samples / Business / Newspaper / Essay: Print Media in Development Communication in India

Essay: Print Media in Development Communication in India

Print media has been an integral part of the communication ecosystem in India, providing a crucial platform for discourse, education, and information dissemination. This essay explores the role of print media in development communication in India, examining its historical context, current status, contributions, challenges, and future prospects.

Historical Context

The genesis of print media in India traces back to the arrival of European settlers, with the first printing press established in Goa by the Portuguese in the 16th century. However, it wasn’t until the British colonial era that print media began to flourish. The introduction of newspapers like “Bengal Gazette” by James Augustus Hicky in 1780 laid the groundwork for print media as a tool for socio-political discourse.

During the struggle for independence, print media became an essential instrument for political expression and nationalist sentiment. Leaders like Mahatma Gandhi recognized the power of the written word, using newspapers such as “Young India” to communicate with the masses, inspire freedom movement, and convey ideas of social reform. Post-independence, the growth of print media was exponential, evolving into a diverse landscape of multiple languages and dialects, serving a nation with a vast linguistic diversity.

Current Status and Contributions

In contemporary India, print media is vast and varied, encompassing newspapers, magazines, journals, and periodicals, published in over 22 official languages and numerous dialects. Despite the advent of digital media, the print media maintains a stronghold, particularly in rural areas where internet penetration is still low.

The contribution of print media to development communication in India is multifaceted:

Educational Role : Newspapers and magazines have served as educational tools, especially in regions where access to formal education is limited. Supplemental pullouts in newspapers focusing on science, environment, health, and civic education play a significant role in raising awareness and educating the populace.
Platform for Rural Voices : Publications like “Khabar Lahariya” are exemplary in bringing rural issues to the fore. Written by women from marginalized communities, it has been instrumental in highlighting issues such as access to water, health services, and education in rural India.
Socio-Political Mobilization : Print media has been a catalyst for social change, supporting movements such as gender equality, environmental conservation, and human rights. The publication of social issues in newspapers can mobilize public opinion and influence policy decisions.
Economic Growth : Advertisement in print media has supported economic development by providing information on products and services, contributing to the growth of businesses, especially local enterprises.

Despite its significant contributions, print media in India faces several challenges:

Competition from Digital Media : With the increasing penetration of smartphones and the internet, there’s a gradual shift in readership from print to digital platforms. This transition has been accelerated by the convenience, interactivity, and real-time access to information that digital media offers.
Financial Constraints : The rise of digital media has led to a reduction in advertising revenue for print media, straining financial resources necessary for operations, quality journalism, and expansion.
Literacy Rates : Effective print media communication is contingent on literacy levels. Although there has been a significant improvement in India’s literacy rates, there remains a considerable population for whom print media is inaccessible due to illiteracy.
Distribution and Logistics : The geographical diversity and infrastructural challenges in India make the distribution of print media particularly difficult in remote areas, hampering the reach and impact of print communication.
Content Quality and Ethical Concerns : The race for high circulation numbers and sensationalism can lead to a compromise in content quality and journalistic ethics, affecting the credibility and role of print media in developmental communication.

Future Prospects

The future of print media in development communication in India hinges on its ability to adapt and innovate. There are several pathways through which print media can reinforce its relevance:

Digital Integration : Embracing digital platforms, not as competitors but as complementary channels, can enhance the reach and efficacy of print media. E-papers, interactive digital editions, and cross-media storytelling are ways to merge the strengths of both mediums.
Hyperlocal Focus : Concentrating on hyperlocal news can cater to specific communities, addressing local issues and stories that are often overlooked by mainstream media.
Investing in Quality Journalism : By focusing on investigative reporting, in-depth analyses, and well-researched stories, print media can offer value that transcends the fast-paced but often superficial digital news cycle.
Educational Initiatives : Collaborations with educational institutions for literacy programs and educational supplements in newspapers can promote literacy and educational development.
Sustainable Business Models : Diversification of revenue streams beyond traditional advertising, such as events, niche publications, and community services, can ensure financial sustainability.
Language and Cultural Preservation : Given India’s linguistic diversity, print media has the unique opportunity to preserve and promote regional languages and cultures, contributing to the larger cause of cultural conservation and diversity.

In conclusion, while facing significant challenges, print media’s role in development communication in India remains robust. Its adaptability, historical roots, and unique strengths ensure that it continues to be a vital player in the socio-economic and political discourse of the country. The need for credible, thoughtful, and in-depth reporting is as critical as ever, and print media, with its rich legacy and potential for innovation, is well placed to meet these needs, thereby contributing to the country’s ongoing development narrative.

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1.3 The Evolution of Media

Learning objectives.

Identify four roles the media performs in our society.
Recognize events that affected the adoption of mass media.
Explain how different technological transitions have shaped media industries.

In 2010, Americans could turn on their television and find 24-hour news channels as well as music videos, nature documentaries, and reality shows about everything from hoarders to fashion models. That’s not to mention movies available on demand from cable providers or television and video available online for streaming or downloading. Half of U.S. households receive a daily newspaper, and the average person holds 1.9 magazine subscriptions (State of the Media, 2004) (Bilton, 2007). A University of California, San Diego study claimed that U.S. households consumed a total of approximately 3.6 zettabytes of information in 2008—the digital equivalent of a 7-foot high stack of books covering the entire United States—a 350 percent increase since 1980 (Ramsey, 2009). Americans are exposed to media in taxicabs and buses, in classrooms and doctors’ offices, on highways, and in airplanes. We can begin to orient ourselves in the information cloud through parsing what roles the media fills in society, examining its history in society, and looking at the way technological innovations have helped bring us to where we are today.

What Does Media Do for Us?

Media fulfills several basic roles in our society. One obvious role is entertainment. Media can act as a springboard for our imaginations, a source of fantasy, and an outlet for escapism. In the 19th century, Victorian readers disillusioned by the grimness of the Industrial Revolution found themselves drawn into fantastic worlds of fairies and other fictitious beings. In the first decade of the 21st century, American television viewers could peek in on a conflicted Texas high school football team in Friday Night Lights ; the violence-plagued drug trade in Baltimore in The Wire ; a 1960s-Manhattan ad agency in Mad Men ; or the last surviving band of humans in a distant, miserable future in Battlestar Galactica . Through bringing us stories of all kinds, media has the power to take us away from ourselves.

Media can also provide information and education. Information can come in many forms, and it may sometimes be difficult to separate from entertainment. Today, newspapers and news-oriented television and radio programs make available stories from across the globe, allowing readers or viewers in London to access voices and videos from Baghdad, Tokyo, or Buenos Aires. Books and magazines provide a more in-depth look at a wide range of subjects. The free online encyclopedia Wikipedia has articles on topics from presidential nicknames to child prodigies to tongue twisters in various languages. The Massachusetts Institute of Technology (MIT) has posted free lecture notes, exams, and audio and video recordings of classes on its OpenCourseWare website, allowing anyone with an Internet connection access to world-class professors.

Another useful aspect of media is its ability to act as a public forum for the discussion of important issues. In newspapers or other periodicals, letters to the editor allow readers to respond to journalists or to voice their opinions on the issues of the day. These letters were an important part of U.S. newspapers even when the nation was a British colony, and they have served as a means of public discourse ever since. The Internet is a fundamentally democratic medium that allows everyone who can get online the ability to express their opinions through, for example, blogging or podcasting—though whether anyone will hear is another question.

Similarly, media can be used to monitor government, business, and other institutions. Upton Sinclair’s 1906 novel The Jungle exposed the miserable conditions in the turn-of-the-century meatpacking industry; and in the early 1970s, Washington Post reporters Bob Woodward and Carl Bernstein uncovered evidence of the Watergate break-in and subsequent cover-up, which eventually led to the resignation of President Richard Nixon. But purveyors of mass media may be beholden to particular agendas because of political slant, advertising funds, or ideological bias, thus constraining their ability to act as a watchdog. The following are some of these agendas:

Entertaining and providing an outlet for the imagination
Educating and informing
Serving as a public forum for the discussion of important issues
Acting as a watchdog for government, business, and other institutions

It’s important to remember, though, that not all media are created equal. While some forms of mass communication are better suited to entertainment, others make more sense as a venue for spreading information. In terms of print media, books are durable and able to contain lots of information, but are relatively slow and expensive to produce; in contrast, newspapers are comparatively cheaper and quicker to create, making them a better medium for the quick turnover of daily news. Television provides vastly more visual information than radio and is more dynamic than a static printed page; it can also be used to broadcast live events to a nationwide audience, as in the annual State of the Union address given by the U.S. president. However, it is also a one-way medium—that is, it allows for very little direct person-to-person communication. In contrast, the Internet encourages public discussion of issues and allows nearly everyone who wants a voice to have one. However, the Internet is also largely unmoderated. Users may have to wade through thousands of inane comments or misinformed amateur opinions to find quality information.

The 1960s media theorist Marshall McLuhan took these ideas one step further, famously coining the phrase “ the medium is the message (McLuhan, 1964).” By this, McLuhan meant that every medium delivers information in a different way and that content is fundamentally shaped by the medium of transmission. For example, although television news has the advantage of offering video and live coverage, making a story come alive more vividly, it is also a faster-paced medium. That means more stories get covered in less depth. A story told on television will probably be flashier, less in-depth, and with less context than the same story covered in a monthly magazine; therefore, people who get the majority of their news from television may have a particular view of the world shaped not by the content of what they watch but its medium . Or, as computer scientist Alan Kay put it, “Each medium has a special way of representing ideas that emphasize particular ways of thinking and de-emphasize others (Kay, 1994).” Kay was writing in 1994, when the Internet was just transitioning from an academic research network to an open public system. A decade and a half later, with the Internet firmly ensconced in our daily lives, McLuhan’s intellectual descendants are the media analysts who claim that the Internet is making us better at associative thinking, or more democratic, or shallower. But McLuhan’s claims don’t leave much space for individual autonomy or resistance. In an essay about television’s effects on contemporary fiction, writer David Foster Wallace scoffed at the “reactionaries who regard TV as some malignancy visited on an innocent populace, sapping IQs and compromising SAT scores while we all sit there on ever fatter bottoms with little mesmerized spirals revolving in our eyes…. Treating television as evil is just as reductive and silly as treating it like a toaster with pictures (Wallace, 1997).” Nonetheless, media messages and technologies affect us in countless ways, some of which probably won’t be sorted out until long in the future.

A Brief History of Mass Media and Culture

Until Johannes Gutenberg’s 15th-century invention of the movable type printing press, books were painstakingly handwritten and no two copies were exactly the same. The printing press made the mass production of print media possible. Not only was it much cheaper to produce written material, but new transportation technologies also made it easier for texts to reach a wide audience. It’s hard to overstate the importance of Gutenberg’s invention, which helped usher in massive cultural movements like the European Renaissance and the Protestant Reformation. In 1810, another German printer, Friedrich Koenig, pushed media production even further when he essentially hooked the steam engine up to a printing press, enabling the industrialization of printed media. In 1800, a hand-operated printing press could produce about 480 pages per hour; Koenig’s machine more than doubled this rate. (By the 1930s, many printing presses could publish 3,000 pages an hour.)

This increased efficiency went hand in hand with the rise of the daily newspaper. The newspaper was the perfect medium for the increasingly urbanized Americans of the 19th century, who could no longer get their local news merely through gossip and word of mouth. These Americans were living in unfamiliar territory, and newspapers and other media helped them negotiate the rapidly changing world. The Industrial Revolution meant that some people had more leisure time and more money, and media helped them figure out how to spend both. Media theorist Benedict Anderson has argued that newspapers also helped forge a sense of national identity by treating readers across the country as part of one unified community (Anderson, 1991).

In the 1830s, the major daily newspapers faced a new threat from the rise of penny papers, which were low-priced broadsheets that served as a cheaper, more sensational daily news source. They favored news of murder and adventure over the dry political news of the day. While newspapers catered to a wealthier, more educated audience, the penny press attempted to reach a wide swath of readers through cheap prices and entertaining (often scandalous) stories. The penny press can be seen as the forerunner to today’s gossip-hungry tabloids.

The penny press appealed to readers’ desires for lurid tales of murder and scandal.

Wikimedia Commons – public domain.

In the early decades of the 20th century, the first major nonprint form of mass media—radio—exploded in popularity. Radios, which were less expensive than telephones and widely available by the 1920s, had the unprecedented ability of allowing huge numbers of people to listen to the same event at the same time. In 1924, Calvin Coolidge’s preelection speech reached more than 20 million people. Radio was a boon for advertisers, who now had access to a large and captive audience. An early advertising consultant claimed that the early days of radio were “a glorious opportunity for the advertising man to spread his sales propaganda” because of “a countless audience, sympathetic, pleasure seeking, enthusiastic, curious, interested, approachable in the privacy of their homes (Briggs & Burke, 2005).” The reach of radio also meant that the medium was able to downplay regional differences and encourage a unified sense of the American lifestyle—a lifestyle that was increasingly driven and defined by consumer purchases. “Americans in the 1920s were the first to wear ready-made, exact-size clothing…to play electric phonographs, to use electric vacuum cleaners, to listen to commercial radio broadcasts, and to drink fresh orange juice year round (Mintz, 2007).” This boom in consumerism put its stamp on the 1920s and also helped contribute to the Great Depression of the 1930s (Library of Congress). The consumerist impulse drove production to unprecedented levels, but when the Depression began and consumer demand dropped dramatically, the surplus of production helped further deepen the economic crisis, as more goods were being produced than could be sold.

The post–World War II era in the United States was marked by prosperity, and by the introduction of a seductive new form of mass communication: television. In 1946, about 17,000 televisions existed in the United States; within 7 years, two-thirds of American households owned at least one set. As the United States’ gross national product (GNP) doubled in the 1950s, and again in the 1960s, the American home became firmly ensconced as a consumer unit; along with a television, the typical U.S. household owned a car and a house in the suburbs, all of which contributed to the nation’s thriving consumer-based economy (Briggs & Burke, 2005). Broadcast television was the dominant form of mass media, and the three major networks controlled more than 90 percent of the news programs, live events, and sitcoms viewed by Americans. Some social critics argued that television was fostering a homogenous, conformist culture by reinforcing ideas about what “normal” American life looked like. But television also contributed to the counterculture of the 1960s. The Vietnam War was the nation’s first televised military conflict, and nightly images of war footage and war protesters helped intensify the nation’s internal conflicts.

Broadcast technology, including radio and television, had such a hold on the American imagination that newspapers and other print media found themselves having to adapt to the new media landscape. Print media was more durable and easily archived, and it allowed users more flexibility in terms of time—once a person had purchased a magazine, he or she could read it whenever and wherever. Broadcast media, in contrast, usually aired programs on a fixed schedule, which allowed it to both provide a sense of immediacy and fleetingness. Until the advent of digital video recorders in the late 1990s, it was impossible to pause and rewind a live television broadcast.

The media world faced drastic changes once again in the 1980s and 1990s with the spread of cable television. During the early decades of television, viewers had a limited number of channels to choose from—one reason for the charges of homogeneity. In 1975, the three major networks accounted for 93 percent of all television viewing. By 2004, however, this share had dropped to 28.4 percent of total viewing, thanks to the spread of cable television. Cable providers allowed viewers a wide menu of choices, including channels specifically tailored to people who wanted to watch only golf, classic films, sermons, or videos of sharks. Still, until the mid-1990s, television was dominated by the three large networks. The Telecommunications Act of 1996, an attempt to foster competition by deregulating the industry, actually resulted in many mergers and buyouts that left most of the control of the broadcast spectrum in the hands of a few large corporations. In 2003, the Federal Communications Commission (FCC) loosened regulation even further, allowing a single company to own 45 percent of a single market (up from 25 percent in 1982).

Technological Transitions Shape Media Industries

New media technologies both spring from and cause social changes. For this reason, it can be difficult to neatly sort the evolution of media into clear causes and effects. Did radio fuel the consumerist boom of the 1920s, or did the radio become wildly popular because it appealed to a society that was already exploring consumerist tendencies? Probably a little bit of both. Technological innovations such as the steam engine, electricity, wireless communication, and the Internet have all had lasting and significant effects on American culture. As media historians Asa Briggs and Peter Burke note, every crucial invention came with “a change in historical perspectives.” Electricity altered the way people thought about time because work and play were no longer dependent on the daily rhythms of sunrise and sunset; wireless communication collapsed distance; the Internet revolutionized the way we store and retrieve information.

The transatlantic telegraph cable made nearly instantaneous communication between the United States and Europe possible for the first time in 1858.

Amber Case – 1858 trans-Atlantic telegraph cable route – CC BY-NC 2.0.

The contemporary media age can trace its origins back to the electrical telegraph, patented in the United States by Samuel Morse in 1837. Thanks to the telegraph, communication was no longer linked to the physical transportation of messages; it didn’t matter whether a message needed to travel 5 or 500 miles. Suddenly, information from distant places was nearly as accessible as local news, as telegraph lines began to stretch across the globe, making their own kind of World Wide Web. In this way, the telegraph acted as the precursor to much of the technology that followed, including the telephone, radio, television, and Internet. When the first transatlantic cable was laid in 1858, allowing nearly instantaneous communication from the United States to Europe, the London Times described it as “the greatest discovery since that of Columbus, a vast enlargement…given to the sphere of human activity.”

Not long afterward, wireless communication (which eventually led to the development of radio, television, and other broadcast media) emerged as an extension of telegraph technology. Although many 19th-century inventors, including Nikola Tesla, were involved in early wireless experiments, it was Italian-born Guglielmo Marconi who is recognized as the developer of the first practical wireless radio system. Many people were fascinated by this new invention. Early radio was used for military communication, but soon the technology entered the home. The burgeoning interest in radio inspired hundreds of applications for broadcasting licenses from newspapers and other news outlets, retail stores, schools, and even cities. In the 1920s, large media networks—including the National Broadcasting Company (NBC) and the Columbia Broadcasting System (CBS)—were launched, and they soon began to dominate the airwaves. In 1926, they owned 6.4 percent of U.S. broadcasting stations; by 1931, that number had risen to 30 percent.

Gone With the Wind defeated The Wizard of Oz to become the first color film ever to win the Academy Award for Best Picture in 1939.

Wikimedia Commons – public domain; Wikimedia Commons – public domain.

In addition to the breakthroughs in audio broadcasting, inventors in the 1800s made significant advances in visual media. The 19th-century development of photographic technologies would lead to the later innovations of cinema and television. As with wireless technology, several inventors independently created a form of photography at the same time, among them the French inventors Joseph Niépce and Louis Daguerre and the British scientist William Henry Fox Talbot. In the United States, George Eastman developed the Kodak camera in 1888, anticipating that Americans would welcome an inexpensive, easy-to-use camera into their homes as they had with the radio and telephone. Moving pictures were first seen around the turn of the century, with the first U.S. projection-hall opening in Pittsburgh in 1905. By the 1920s, Hollywood had already created its first stars, most notably Charlie Chaplin; by the end of the 1930s, Americans were watching color films with full sound, including Gone With the Wind and The Wizard of Oz .

Television—which consists of an image being converted to electrical impulses, transmitted through wires or radio waves, and then reconverted into images—existed before World War II, but gained mainstream popularity in the 1950s. In 1947, there were 178,000 television sets made in the United States; 5 years later, 15 million were made. Radio, cinema, and live theater declined because the new medium allowed viewers to be entertained with sound and moving pictures in their homes. In the United States, competing commercial stations (including the radio powerhouses of CBS and NBC) meant that commercial-driven programming dominated. In Great Britain, the government managed broadcasting through the British Broadcasting Corporation (BBC). Funding was driven by licensing fees instead of advertisements. In contrast to the U.S. system, the BBC strictly regulated the length and character of commercials that could be aired. However, U.S. television (and its increasingly powerful networks) still dominated. By the beginning of 1955, there were around 36 million television sets in the United States, but only 4.8 million in all of Europe. Important national events, broadcast live for the first time, were an impetus for consumers to buy sets so they could witness the spectacle; both England and Japan saw a boom in sales before important royal weddings in the 1950s.

In the 1960s, the concept of a useful portable computer was still a dream; huge mainframes were required to run a basic operating system.

In 1969, management consultant Peter Drucker predicted that the next major technological innovation would be an electronic appliance that would revolutionize the way people lived just as thoroughly as Thomas Edison’s light bulb had. This appliance would sell for less than a television set and be “capable of being plugged in wherever there is electricity and giving immediate access to all the information needed for school work from first grade through college.” Although Drucker may have underestimated the cost of this hypothetical machine, he was prescient about the effect these machines—personal computers—and the Internet would have on education, social relationships, and the culture at large. The inventions of random access memory (RAM) chips and microprocessors in the 1970s were important steps to the Internet age. As Briggs and Burke note, these advances meant that “hundreds of thousands of components could be carried on a microprocessor.” The reduction of many different kinds of content to digitally stored information meant that “print, film, recording, radio and television and all forms of telecommunications [were] now being thought of increasingly as part of one complex.” This process, also known as convergence, is a force that’s affecting media today.

Key Takeaways

Media fulfills several roles in society, including the following:

entertaining and providing an outlet for the imagination,
educating and informing,
serving as a public forum for the discussion of important issues, and
acting as a watchdog for government, business, and other institutions.
Johannes Gutenberg’s invention of the printing press enabled the mass production of media, which was then industrialized by Friedrich Koenig in the early 1800s. These innovations led to the daily newspaper, which united the urbanized, industrialized populations of the 19th century.
In the 20th century, radio allowed advertisers to reach a mass audience and helped spur the consumerism of the 1920s—and the Great Depression of the 1930s. After World War II, television boomed in the United States and abroad, though its concentration in the hands of three major networks led to accusations of homogenization. The spread of cable and subsequent deregulation in the 1980s and 1990s led to more channels, but not necessarily to more diverse ownership.
Transitions from one technology to another have greatly affected the media industry, although it is difficult to say whether technology caused a cultural shift or resulted from it. The ability to make technology small and affordable enough to fit into the home is an important aspect of the popularization of new technologies.

Choose two different types of mass communication—radio shows, television broadcasts, Internet sites, newspaper advertisements, and so on—from two different kinds of media. Make a list of what role(s) each one fills, keeping in mind that much of what we see, hear, or read in the mass media has more than one aspect. Then, answer the following questions. Each response should be a minimum of one paragraph.

To which of the four roles media plays in society do your selections correspond? Why did the creators of these particular messages present them in these particular ways and in these particular mediums?
What events have shaped the adoption of the two kinds of media you selected?
How have technological transitions shaped the industries involved in the two kinds of media you have selected?

Anderson, Benedict Imagined Communities: Reflections on the Origin and Spread of Nationalism , (London: Verso, 1991).

Bilton, Jim. “The Loyalty Challenge: How Magazine Subscriptions Work,” In Circulation , January/February 2007.

Briggs and Burke, Social History of the Media .

Briggs, Asa and Peter Burke, A Social History of the Media: From Gutenberg to the Internet (Malden, MA: Polity Press, 2005).

Kay, Alan. “The Infobahn Is Not the Answer,” Wired , May 1994.

Library of Congress, “Radio: A Consumer Product and a Producer of Consumption,” Coolidge-Consumerism Collection, http://lcweb2.loc.gov:8081/ammem/amrlhtml/inradio.html .

McLuhan, Marshall. Understanding Media: The Extensions of Man , (New York: McGraw-Hill, 1964).

Mintz, Steven “The Jazz Age: The American 1920s: The Formation of Modern American Mass Culture,” Digital History , 2007, http://www.digitalhistory.uh.edu/database/article_display.cfm?hhid=454 .

Ramsey, Doug. “UC San Diego Experts Calculate How Much Information Americans Consume” UC San Diego News Center, December 9, 2009, http://ucsdnews.ucsd.edu/newsrel/general/12-09Information.asp .

State of the Media, project for Excellence in Journalism, The State of the News Media 2004 , http://www.stateofthemedia.org/2004/ .

Wallace, David Foster “E Unibus Pluram: Television and U.S. Fiction,” in A Supposedly Fun Thing I’ll Never Do Again (New York: Little Brown, 1997).

Understanding Media and Culture Copyright © 2016 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Print Media vs. Digital Media: Which One is Better?

Man Reading Digital and Print Media While Drinking Coffee

The debate between print and digital media continues to grow in today's ever-evolving media landscape. As an expert in the field, I will take you on a journey to explore the intricacies of both mediums and shed light on their advantages and disadvantages. Let's delve into the world of print media, digital media, and the ongoing debate surrounding them.

What is Print Media ?

Print media refers to any form of communication that is physically printed or published on paper. It encompasses newspapers, magazines, brochures, flyers, and other tangible materials that provide information or entertainment to its readership. Print media has been a cornerstone of communication for centuries, offering a tangible experience that engages multiple senses.

What is Digital Media ?

On the other hand, digital media encompasses all communication transmitted electronically through devices such as computers, smartphones, tablets, and other digital platforms. This includes websites, social media platforms, blogs, articles, videos, podcasts - essentially anything accessible online.

Growing Debate Between Print and Digital Media

The rise of digital technology has sparked a growing debate about which medium is more effective in reaching audiences. Some argue that print media holds a timeless appeal with its tactile nature and ability to create a sensory experience for readers. Others believe digital media offers unparalleled convenience and accessibility in our fast-paced world.

As we dive deeper into this discussion throughout this article, it's essential to acknowledge the ongoing relevance of both print and digital media in today's society. Both mediums have unique strengths and weaknesses that deserve exploration before drawing conclusions.

Print Media

Print media has long been a cornerstone of communication, providing a tangible and reliable source of information for centuries. Despite the rise of digital media, print media continues to hold its ground and offer unique advantages in today's fast-paced world.

Advantages of Uisng Print Media

Print media offers several advantages, making it a valuable communication and marketing tool. While digital media has gained prominence in recent years, print media holds its ground and provides unique benefits that cater to specific audiences and contexts. Here are some advantages of using print media:

Benefits of Print Media #1: Tangible and Credible. Print materials like newspapers and magazines have a physical presence that readers can hold and engage with. This tangibility instills a sense of trust and credibility, as print media is perceived as more authoritative and reliable than digital sources.

Benefits of Print Media #2: Targeted Distribution . Print media allows targeted distribution to specific geographic areas or niche audiences. Advertisers can choose publications or outlets that align with their target market, ensuring their message reaches the right audience.

Benefit of Print Media #3: Enhanced Brand Recall. Physical print materials can leave a lasting impression on readers. Well-designed print ads, brochures, or flyers can capture attention and increase brand recall, as readers are more likely to remember information presented in a tangible format.

Benefits of Print Media #4: Less Competition for Attention. In a world dominated by digital distractions, print media provides a respite from constant screen exposure. With less competition for attention, print materials have the potential to hold readers' focus for more extended periods.

Benefits of Print Media #5: Archival Value. Printed materials can be collected, stored, and referenced for an extended period. Newspapers, magazines, and printed publications from historical archives provide insights into past events and cultural trends.

Benefits of Print Media #6: Wide Demographic Reach. Print media can reach less tech-savvy audiences or have limited access to digital devices. This inclusivity allows brands to engage with a broader demographic, including older or less digitally-connected individuals.

Benefits of Print Media #7: Perceived Higher Quality. Some consumers perceive print media as higher quality than digital alternatives. Luxurious or high-end brands often prefer print materials to convey a sense of exclusivity and sophistication.

Benefits of Print Media #8: Ease of Reading and Comprehension. Print media is generally easier to read and comprehend, especially for longer texts. Many readers find it more comfortable to read in print format, which can lead to better information retention.

Benefits of Print Media #9: Limited Ad Blockers. Unlike digital media, print materials are not susceptible to ad blockers. This ensures that readers see print advertisements without being filtered out.

Benefits of Print Media #10. Personalization and Localization. Local businesses can benefit from print media by customizing marketing materials to cater to specific regional audiences. Personalized direct mail campaigns can be effective in targeting local customers.

While digital media offers speed, interactivity, and global reach, print media's advantages lie in its tangibility, credibility, and targeted approach. For businesses and marketers, a well-planned integrated marketing strategy that includes both print and digital media can maximize the benefits of each medium and effectively engage diverse audiences.

Disadvantages of Print Media

However, like any form of communication, print media does have its drawbacks. One major disadvantage is the cost associated with printing and distribution. Producing physical copies requires resources such as paper, ink, and transportation logistics. These expenses can add up quickly for both publishers and advertisers.

Print media also lacks the immediacy that digital platforms offer. With online news outlets constantly updating their content in real-time, printed newspapers may struggle to keep up with breaking news stories. Additionally, once printed material is distributed, it cannot be easily updated or corrected if errors are discovered.

Case Studies Showcasing Success in Print Media

Despite the challenges faced by traditional print media outlets in recent years, there have been numerous success stories demonstrating the enduring power of print. One such example is The New York Times, which has successfully adapted to the digital age while maintaining a strong print presence. Through strategic partnerships and innovative content, they have managed to grow their readership both online and in print.

Another case study worth mentioning is the success of niche magazines. These publications cater to specific interests and hobbies, offering in-depth articles and beautiful visuals that engage readers on a deeper level. By targeting niche audiences, these magazines have found success in a crowded media landscape.

Examples of Print Media's Evolution in the Digital Age

Print media has not simply remained stagnant in the face of digital advancements but has instead embraced new technologies to enhance its offerings. Many magazines now incorporate augmented reality (AR) features, allowing readers to interact with printed images using their smartphones or tablets. This integration of digital elements adds an extra layer of engagement and interactivity to the traditional reading experience.

Additionally, publishers have recognized the importance of integrating print and digital media seamlessly. For example, newspapers often offer online subscriptions that provide access to additional content or exclusive articles not found in the printed version. This hybrid approach ensures that readers can enjoy the benefits of both mediums.

Digital Media

Digital media has revolutionized the way we consume information and interact with the world around us. The advantages of digital media are vast and have significantly impacted various industries.

Advantages of Digital Media

Digital media offers many advantages, revolutionizing communication, marketing, and entertainment. As technology evolves, digital media continues to shape how we consume and interact with information. Here are some of the key advantages of using digital media.

Benefits of Digital Media #1: Global Reach. Digital media allows for instant and widespread dissemination of information. With an internet connection, users can access content worldwide, breaking down geographical barriers.

Benefits of Digital Media #2: Real-time Updates. Digital media enables real-time updates, keeping users informed of the latest news, events, and developments as they happen. This immediacy ensures that information is always up-to-date and relevant.

Benefits of Digital Media #3: Interactivity. One of the most significant advantages of digital media is its interactivity. Users can actively engage with content, click links, watch videos, interact with animations, and provide feedback or comments.

Benefits of Digital Media #4: Multimedia Integration . Digital media supports multimedia elements like images, audio, video, animations, and interactive graphics. This multimedia integration enhances the overall user experience and engagement.

Benefits of Digital Media #5: Personalization. Digital media allows for personalized content delivery. Websites, apps, and social media platforms can display content tailored to individual user preferences and behaviors, creating a more relevant and engaging user experience.

Benefits of Digital Media #6: Cost-Effectiveness. Digital media is often more cost-effective for communication and marketing purposes than traditional print media. It eliminates the need for printing, distribution, and physical storage.

Benefits of Digital Media #7: Measurable Analytics. Digital media provides data tracking and analytics capabilities. Content creators and marketers can analyze user behavior, engagement, conversion rates, and other metrics to measure the effectiveness of their campaigns.

Benefits of Digital Media #8: Flexibility and Adaptability. Digital media offers flexibility in content creation and distribution. Content can be easily modified, updated, and repurposed to suit different platforms and audiences.

Benefits of Digital Media #9: Social Sharing and Virality. Social media platforms facilitate the easy sharing of digital media content among users. This social sharing capability allows content to go viral and reach a broader audience quickly.

Benefits of Digital Media #10: Targeted Advertising. Digital media enables highly targeted advertising. Advertisers can use data analytics to precisely identify and reach specific demographics or customer segments, increasing their campaigns' effectiveness.

Benefits of Digital Media #11: Environmental Sustainability. Digital media has a lower environmental impact compared to print media. It reduces paper waste and the carbon footprint of physical production and distribution.

Benefits of Digital Media #12: Accessibility. Digital media is accessible to many users, including individuals with disabilities. Online content can be optimized for screen readers and other assistive technologies, ensuring inclusivity.

Digital media has transformed how we communicate, connect, and consume information. Its global reach, interactivity, personalization, and analytics advantages make it a powerful tool for businesses, content creators, marketers, and individuals alike.

Disadvantages of Digital Media

While digital media has numerous benefits, it's essential to acknowledge its disadvantages. One major drawback is the potential for information overload. With the vast amount of online content, it can be challenging for users to filter through the noise and find reliable sources.

Additionally, digital media often lacks the tangible nature of print media. There is something special about holding a physical newspaper or magazine that cannot be replicated digitally. The tactile experience and sense of permanence that print provides can sometimes be missing in the fast-paced world of digital consumption.

Success Stories in the Digital Media Landscape

There have been many success stories within digital media that demonstrate its power and effectiveness. Take BuzzFeed, for example, which started as an online platform focused on creating shareable content tailored for social sharing. Through the strategic use of digital media, BuzzFeed has grown into a global media company with millions of followers and a strong online presence.

Another success story is that of The New York Times. While primarily known as a print newspaper, The New York Times has successfully adapted to the digital age by offering online subscriptions and developing innovative multimedia content. This has allowed them to reach a wider audience and remain relevant in an increasingly digital world.

Examples of Digital Media's Adaptation of Traditional Elements

Digital media has also embraced traditional elements to enhance the user experience. Podcasts, for instance, have gained immense popularity in recent years, allowing individuals to consume audio content on demand. This modern take on radio shows demonstrates how digital media can adapt and evolve traditional forms of entertainment.

Furthermore, many online publications now offer interactive features such as videos, quizzes, and comment sections to engage readers in a more immersive way. These adaptations bridge the gap between print and digital media by incorporating elements that were traditionally exclusive to one medium.

Use Strikingly to Promote Your Print and Digital Media

Image taken from Strikingly Landing Page

In today's rapidly evolving media landscape, embracing media diversity and leveraging the power of both print and digital platforms is essential. Why pick just one when you can have the best of both worlds? You can effectively utilize print media marketing and digital media to reach a wider audience and maximize your promotional efforts.

Why Pick Just One? Embrace Media Diversity.

Embracing media diversity allows you to tap into different target audiences and cater to their preferences. While some individuals still enjoy the tangible experience of reading a physical newspaper or magazine, others prefer the convenience and accessibility of digital content. By utilizing both print and digital media, you can ensure that your message reaches a broader range of individuals, increasing your chances of success.

What is Strikingly?

Strikingly is an innovative platform that empowers individuals and businesses to create stunning websites without any coding knowledge. It provides a user-friendly interface with customizable templates, making it easy for anyone to build a professional online presence. Whether you want to showcase your print media portfolio or promote your digital content, Strikingly offers the tools necessary to captivate your audience.

Benefits of Using Strikingly to Promote Your Print and Digital Media

1. Seamless Integration. Strikingly seamlessly integrates print and digital elements into your website, allowing you to showcase the best of both worlds in one cohesive platform.

2. Engaging Visuals. With customizable templates and multimedia features, Strikingly enables you to create visually appealing websites that capture attention and leave a lasting impression on your audience.

3. Mobile Optimization . In today's mobile-driven world, your website must be mobile-friendly. Strikingly ensures your website looks great on any device, enhancing user experience across all platforms.

4. SEO-Friendly . Strikingly prioritizes search engine optimization, helping your website rank higher in search results and increasing visibility for your print and digital media.

5. Analytics and Insights. Strikingly provides detailed analytics and insights, allowing you to track the performance of your print and digital media campaigns. This valuable data enables you to make informed decisions and optimize promotional strategies.

6. Social Media Integration. Strikingly integrates with various social media platforms, enabling you to easily share your print and digital media content across different channels, expanding your reach even further.

7. Cost-Effective Solution. Strikingly offers affordable pricing plans, making it a cost-effective solution for promoting your print and digital media empire without breaking the bank.

How to Build Your Print and Digital Media Empire with Strikingly

1. Sign up for a Strikingly account. Visit the Strikingly website and create an account to build your print and digital media empire.

Image taken from Strikingly Sign Up Page

2. Choose a template. Browse through the vast selection of customizable templates offered by Strikingly. Select a template that aligns with your brand identity and resonates with your target audience.

Image taken from Strikingly - Select Template Page

3. Customize your website . Personalize your website by adding compelling content, captivating visuals, and engaging multimedia elements showcasing your print and digital media assets.

Image taken from Strikingly Site Editor

4. Optimize for SEO. Utilize keywords related to print media throughout your website's content to improve its visibility in search engine results pages (SERPs). This will attract more organic traffic to your site.

Image taken from Strikingly - SEO Checklist

5. Integrate social media. Connect your social media accounts with Strikingly to seamlessly share updates, articles, or other relevant content from both print and digital sources across various platforms.

Image taken from Strikingly - Social Feeds Section

6. Track performance. Utilize the analytics provided by Strikingly to monitor the performance of different aspects of your website, such as visitor traffic, engagement metrics, conversion rates, etc., so you can make data-driven decisions to optimize your strategies.

Image taken from Strikingly Built-In Analytics

7. Continuously update and improve. Regularly update your website with fresh print and digital media content to keep your audience engaged and coming back for more. Stay informed about print and digital media's latest trends and technologies to ensure your empire stays relevant.

By following this step-by-step guide, you can leverage the power of Strikingly to build a successful print and digital media empire that captivates your audience, drives engagement, and ultimately achieves your promotional goals.

Digital and Print Media Can Reign Side by Side

The ongoing relevance of both print and digital media cannot be denied. The importance of print media cannot be understated. The benefits of print media include its tactile experience and ability to reach specific target audiences effectively. On the other hand, digital media offers convenience, interactivity, and a global reach that print media may struggle to match.

Individuals and businesses must adopt a balanced approach to their media consumption. Embracing print and digital media allows a more comprehensive understanding of the world. By diversifying our sources of information, we can gain different perspectives and avoid being confined to a single narrative.

Furthermore, it is essential to continue exploring and analyzing the topic of print versus digital media. As technology advances and consumer behaviors evolve, new opportunities and challenges arise in media communication . By staying curious and open-minded, we can adapt our strategies accordingly and make informed decisions about how best to promote our content.

Let us appreciate the ongoing relevance of both print and digital media, recognizing their unique strengths and weaknesses. Let us embrace a balanced approach to our consumption habits, benefiting from their diverse perspectives. And let us continue to explore this fascinating topic, ensuring that we stay ahead of the ever-changing landscape of media communication.

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Research Essay: Influence of Electronic Media on Print Media

Electronic media such as the Internet, e-books and tablet readers may be having an effect on the print media sector. This essay finds out if there is any validity to this argument.

Digital media does seem to have had an impact on the modern world, both affecting the online world and the offline business sectors, as well as world markets. It has certainly affected the communications sector and so it is plausible that it has affected print media too. (G5lo, 2013).

Since the year 2003, the amount of printed material in use for recreational purposes has gone down whilst the use of TV and other electronic media has gone up. This may indicate that digital media is having a direct influence on print media. (Wala, 2009).

Children are being encouraged towards digital media because there is more of it and because it is easier for parents when trying to entertain children. This means that children will grow to love digital media whilst ignoring print media. This is going to affect the print media sector in the long run. (Farnia, 2012).

Print media is easier to use and read which may be why it has not sunk out of our society completely. But, the read availability, convenience and price of digital media means that it may soon replace print media permanently. (Withers, 2012).

Studying may always rely on reading material, which begs the question of whether print media is going to fall from existence completely. It would appear that the transition from print media to digital media has been a lot slower in the academic world. And yet, it is conceivable that print media will be replaced by more convenient tablet devices in the future. (Ezeji, 2012).

Data does suggest that digital media is having an influence on the popularity of printed media, and that children are going to grow up to be fond of digital media. Print media is easier to read, but that is just one benefit of print media, where digital media has many benefits.

The evidence points towards the fact that digital media is influencing print media. But, the sliding popularity of print media may be more to do with social factors such as children are reading less. On the other hand, the benefits of digital media do seem to significantly outweigh the benefits of printed media.

Even though the reasons for the decline of print media popularity are unclear, it cannot be argued that digital media is rising. It may be rising as it replaces printed media, or it may be pushing printed media out of the arena. The two factors may be completely unrelated, but given the evidence provided on this essay, and the subsequent analysis and evaluation, I conclude that digital media is influencing print media.

Ezeji, E.C. (2012). Influence of Electronic Media on Reading Ability of School Children. Library Philosophy and Practice 2012. 1 (1), pp.1-114

Farnia (2012). Print and electronic media feeding us with information. [ONLINE] Available at: http://www.essayforum.com/writing-feedback-3/print-electronic-media-feeding-us-information-37965/. [Last Accessed 22nd August 2013].

G5lo (2013). Impact of Electronic Media on the Society. [ONLINE] Available at: http://www.g5lo.org.uk/index.php/8-communication/2-impact-of-electronic-media-on-the-society. [Last Accessed 22nd August 2013].

Wala, N, P. (2009). Electronic Media Stealing the Print Media’s Share! . [ONLINE] Available at: http://propakistani.pk/2009/01/30/electronic-media-stealing-the-print-media-share/. [Last Accessed 22nd August 2013].

Withers, J. (2012). Print Media Vs. Electronic Media. [ONLINE] Available at: http://www.ehow.com/about_5548825_print-media-vs-electronic-media.html. [Last Accessed 22nd August 2013].

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Home — Essay Samples — Sociology — Social Media — Social Media Vs Print Media

Social Media Vs Print Media

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Published: Jan 29, 2019

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Social media, print media, electronic media, electronic media vs. print media.

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Print Publishing vs. Digital Media Essay

Introduction, are digital and networked media dismantling the “publishing industry”, is it being replaced, what is the publishing industry becoming, and how is it doing so, is everything being entirely replaced what is surviving of the older industry, are there new difficulties and complexities or expenses involved.

The print media has been slowly losing its popularity especially among the young generation in the recent past. The decline in its effectiveness has been greatly influenced by a number of technological developments. Many people envision a future where print media will be forgotten completely. However, others feel that it will be almost impossible to do away with the convectional print press. Whether true or false, the bottom line is that the conventional print press is facing numerous survival challenges. This is amid the development of internet and online press platforms.

The print press was initially the main platform through which information was disseminated. This has however changed with the inception of online platforms. Social networks and other sites used for blogging have rapidly created a major shift in the process of disseminating information. Currently, most people spend more of their time in the internet than they do in the library or reading books. This has also been influenced by the ease of access to internet services (Busfield, 2010). This paper seeks to prove that the print media is on the verge of becoming extinct although the industry is exploring some of its available options to remain relevant.

Production and distribution procedures of the print publishing business are in actual fact being dismantled by digital and networked media. This is happening despite the evolution from print to online platforms. A superior prominence is placed on the quantity of news that can be produced and disseminated. This includes the momentum in which these methods can be accomplished (Busfield, 2010). Ultimately, cutting cost is a major concern in any industry.

The current theme being echoed by the growing publishing world is that print publishing is becoming extinct (Busfield, 2010). It is more prevalent among the conventional book publishing and print journalism. In the near future, newspapers, magazines and books will die away and their production will greatly be reduced. These are straight effects of digital and networked media infringement which hauls out to the production and circulation processes. These are the reasons that are causing the convectional print media to fade away while online and digital journalism is thriving (Busfield, 2010).

Journalism, print or online, makes every effort on the production of journalistic content which seeks to execute the function of the media as the fourth-estate. The dominant functions of the media are to update the community, set up debates, act as the custodians and monitors of political rule, and empower general public (Charalambous, 2011). Articles and print content are normally edited before they reach the general public. This gives the editors an opportunity to restructure their sentences and also to include omitted highlights that were meant to be printed. In actual fact, this is how conventional journalism works, especially print journalism (Charalambous, 2011).

This is a paradigm of the production procedures that supported the decree to solve the dilemma of making news obtainable to the community. Since the prologue of new-media stage and the Web, the conventional processes have been rapidly facing extinction (Charalambous, 2011). The total expenditure of fabricating a newspaper or magazine impacts how its contents will be shaped, dispersed, and in the end published. Extensively, production costs are inevitable in the conventional publishing business hence the dilemma of making content accessible to the community. To make anything public, the cost incurred is enormous.

For those who are disseminating their own journalistic content, their production costs are not in essence pecuniary. They circle around internet data usage and time (Chessel, 2010). Even as it may cost a lot of funds to set up a print press, the only cost involved in setting up an online data is the internet.

Websites, blogs and online societies have given ascend to the creation of information and media content by anybody. These include citizen journalists, as opposed to completely getting information from specialised correspondents or media experts (Carnoy, 2010). As such, the authorship and privileges features of the conventional press have been greatly destroyed (Grossman, 2009). The internet through social media such as tweeter, Face book and blog posts have allowed the flow of information from one region of the world to another in a competitive speed.

Therefore, the print business is restructuring to engage both print and online platforms to maximise the opportunities available to disseminate information (Harkaway, 2012). Regardless of the pros of generating additional content, the capability to copy and share information on the internet is challenging patents and rights of digital content, is in spite of the fact that internet users by and large link content as they share it to other users. In order to distribute their products, print journalists incur delivery costs for distributing magazines and newspapers (Harkaway, 2012). Compared to the conventional media trends, in the new online platform the delivery costs are greatly reduced.

The cost incurred for sharing out a news article online, whether by means of a specialised news organisation, a citizen or self-employed journalist, is significantly low. Distribution agents are also displaced from the delivery chain since the online platform gives an opportunity for the producers to distribute their own content. Consequently the chains of distribution are expanded greatly through online dissemination of information.

The way in which print journalism has changed and transitioned to the online and digital stage highlights an inconsistent liaison. While online digital journalism respects conventional print journalism, the two shapes of publishing also fight with each other (Hooper, 2012). As digital and networked media present chances for the publishing business to develop, characteristics of the conventional journalism are being substituted, and at the same time other features are extinct (Hooper, 2012).

These characteristics have dominantly been the main influencers of outstanding alterations from print book publishing to digital book publishing. This reflects the constant development of the publishing business as a whole. Newspapers and magazines have not been completely thrown out of the market (Lacy, 2012). Print publishing is surviving through custom publication, purchase, and ordinary appraisal. Yet at the same time as the print structure exists, its digital counterparts are becoming extra fashionable and consequently print distribution is fading away. Print publications have over the years been outstripped by online newspapers, news content, and magazines (Lacy, 2012). In addition to online platforms, articles and other print publications are accessible through some electronic gadgets, for instance, smart phones (Lacy, 2012).

This means that the content is accessible through phones, iPad, and mini computers which are easy to carry, hence, enhancing their mobility. Instead of flipping over physical pages, today one only needs to have internet and a computer or a smartphone to access unlimited range of publications online (Ovide, 2011). Additionally, even as newspapers have supplementary photographs to their narratives, it is digital descriptions that have more accessible multimedia content.

Another process of the conventional media that is facing replacement by digital and networked media is the conventional prioritising of interesting stories. This involves the process of determining the most important stories for the front page. It has been greatly influenced by the digital setup and design (Guthirie, 2011). Analysts have warned against the eBooks structure and attempts to make the print media available online in the same format as it is in the physical structure. This may not translate to any enviable development as far as printing press is concerned (Guthirie, 2011).

To address the threat of extinction, the print media press must device new ways of presenting better interface online. The same idea can be functional in digital and online publishing (Salmon, 2011). Using the digital platform can give booklovers a great view and access at once, and provide access to information through a homepage and other navigational tools (Salmon, 2011). Through private qualitative study of the print newspapers, stories are prioritised and accentuated in a different way.

There are two upcoming developments that relate particularly to the structure of journalism that has been affected by digital and networked media (Charalambous, 2011). Consequently, they have caused changes that impacted the industry in both ways, positively and negatively. The first and very important trend that has led to the decline of print media is the speed of production. With the online platform, creating news has been made very easy and straightforward.

Meeting deadlines in journalism is vital for a successful career in the industry. Journalists are always under pressure to meet deadlines and work within time limits. This is greatly influenced by the competitiveness of the industry and the rising changes in the trends of journalism (Charalambous, 2011). To meet deadlines and beat other competitors, journalists have chosen to forgo the source verification process. Consequently, the information which gets to the general public may lack authenticity, hence, compromising the effectiveness and integrity of the fourth-estate (Charalambous, 2011).

Nonetheless, the online platform has given the press freedom to present information to the general public. Websites like the wiki leaks have been very successful in exposing information withheld by governments, hence, enhancing the right of information to the public. Other sites can to provide information that is vital for human knowledge online. This includes health service providers. For all intents and purposes, as digital and networked media dismantles conventional publishing businesses, more publications are projected to be created. This will be achieved since there are more chances for people to be converted into active authors as opposed to clients are being created.

Not only are procedures shifting, but the practices themselves are sprouting. So many things are shifting in both good and bad terms (Charalambous, 2011). Conventional print journalism is still essential and it cannot be wiped out completely in this generation. As such, dismantling the conventional feature of the press by digital and networked media is posing a dilemma to the habitual processes for the better.

This paper has critically discussed the dilemma of the print media as a result of new emerging trends in the media industry. The paper has sought to give an insight on the effects of new technological improvements on the survival of print media. The paper argues with evidence that the print media is facing a challenge as a result of increasing use of internet as a platform for quick and effective dissemination of information. The paper also discussed the impacts that the social media and blogging sites had on the prevalence of the print media. According to this essay, the print media is not yet completely removed from the industry, but in due time the situation could change and it may become obsolete in the near future. The advancement in technology and use of the internet interface could prove to be a lasting dilemma to print publishing.

This paper has categorically stated that the print media is facing a challenge from other faster and more convenient trends of disseminating information. The paper argues that speed and accessibility of the internet has given online publishing an advantage over the conventional physical print media. The paper also presents some of the challenges that are faced by physical print media in terms of distribution. The paper clearly shows the new challenges and difficulties faced by the print publishing industry. This is a comprehensive essay that has captured a wide scope of the media fraternity. In a nutshell, the paper has outlined the challenges that the print media is dealing with in this era of digital advancement.

Busfield, S. (2010). Publishers Take Note: the iPad is altering the very concept of a book. Web.

Charalambous, L. (2011). Transitioning Publics & Publishing. Web.

Chessel, J. (2010). Digital strategy key for News Corp. Web.

Carnoy, D. (2010). New study suggests e-book piracy is on the rise . Web.

Grossman, L. (2009). Books Gone Wild: The Digital Age Reshapes Literature. Web.

Guthirie, R. (2011). Publishing: Principles and Practice . London, UK: Sage Publications Ltd.

Harkaway, N. (2012). The Blind Giant: Being Human in a Digital World. London, UK: John Murray Publishers.

Hooper, M. (2012). Who says print is dead? Web.

Lacy, S. (2012). Confessions of a Publisher: We’re in Amazon’s Sights and They’re Going to Kill Us . Web.

Ovide, S. (2011). Bookstore Chain Borders Is Dead. The Wall Street Journal, 1 (2), 234-256.

Salmon, F. (2011). How the New York Times Pay wall is working . Web.

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1. IvyPanda . "Print Publishing vs. Digital Media." March 22, 2024. https://ivypanda.com/essays/print-publishing-vs-digital-media/.

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The New Rules of Political Journalism

In this election, the reporting strategies of the past will not be enough.

Screens prepared to broadcast at a caucus night watch party with former US President Donald Trump in Des Moines, Iowa

This is an edition of The Atlantic Daily, a newsletter that guides you through the biggest stories of the day, helps you discover new ideas, and recommends the best in culture. Sign up for it here.

In our digitally chaotic world, relying on the election-reporting strategies of the past is like bringing the rules of chess to the Thunderdome.

First, here are three new stories from The Atlantic :

The October 7 rape denialists
Finding justice in Palestine
Biden’s safe, polite campaign stop in Scranton

This past weekend, I was on a panel at the annual conference of the International Symposium on Online Journalism, in beautiful downtown Austin. Several journalists discussed the question: Are we going to get it right this time? Have the media learned their lessons, and are journalists ready for the vertiginous slog of the 2024 campaign?

My answer: only if we realize how profoundly the rules of the game have changed.

Lest we need reminding, this year’s election features a candidate who incited an insurrection, called for terminating sections of the Constitution, was found liable for what a federal judge says was “rape” as it is commonly understood, faces 88 felony charges, and—I’m tempted to add “etcetera” here, but that’s the problem, isn’t it? The volume and enormity of it all is impossible to take in.

The man is neither a riddle nor an enigma. He lays it all out there: his fawning over the world’s authoritarians, his threats to abandon our allies, his contempt for the rule of law, his intention to use the federal government as an instrument of retribution . Journalists must be careful not to give in to what Brian Klaas has called the “ Banality of Crazy .” As I’ve written in the past, there have been so many outrages and so many assaults on decency that it’s easy to become numbed by the cascade of awfulness.

The former White House communications director Dan Pfeiffer points out a recent example in his newsletter: On a radio show earlier this month, Donald Trump bizarrely suggested that Joe Biden was high on cocaine when he delivered his energetic State of the Union address. It was a startling moment, yet several major national media outlets did not cover the story.

And when Trump called for the execution of General Mark Milley, it didn’t have nearly the explosive effect it should have. “I had expected every website and all the cable news shows to lead with a story about Trump demanding the execution of the highest military officer in the country,” this magazine’s editor in chief, Jeffrey Goldberg, told The Washington Post . “If Barack Obama or George W. Bush had done so, I’m sure [the news media] would have been all over it.” (Trump’s threats against Milley came after The Atlantic published a profile of Milley by Goldberg.)

In our digitally chaotic world, relying on the reporting strategies of the past is like bringing the rules of chess to the Thunderdome. There has, of course, been some progress. The major cable networks no longer carry Trump’s rallies live without context, but they still broadcast town-hall meetings and interviews with the former president, which boost ratings. NBC’s abortive decision to hire Ronna McDaniel, a former chair of the Republican National Committee, as a contributor, despite her role in spreading lies about the 2020 election, highlighted the disconnect between this moment and much of the national media.

And then there is the internet. It is certainly possible that richer, more insightful media will emerge from the digital revolution, but we’re obviously not there now. Back in 2016, we worried that social media had become a vector for disinformation and bigotry, but since then, we’ve seen Elon Musk’s extraordinary enshittification of X. In 2016, we worried (too late) about foreign interference and bots. In 2024, we are going to have to contend with deepfakes created by AI.

This year will see some of the best journalism of our lifetime. (You’ll find much of it here in The Atlantic .) But because both the media and their audiences are badly fractured, much of that reporting is siloed off from the voters who need it most. Because millions of Americans are locked in information bubbles, half of the country either won’t see important journalism about the dangers of a second Trump term or won’t believe it.

As Paul Farhi notes in The Atlantic , MAGA-friendly websites have experienced massive drops in traffic, but social media continues to thrive on negativity and providing dopamine hits of anger and fear. And of distraction—last week, the most-liked videos on TikTok about the presidential race included a video of a man singing to Biden and Trump’s visit to a Chick-fil-A .

To put it mildly, the arc of social media does not bend toward Edward R. Murrow–style journalism.

So what’s to be done? I don’t have any easy answers, because I don’t think they exist. Getting it right this time does not mean that journalists need to pull their punches in covering Biden or become slavish defenders of his administration’s policies. In fact, that would only make matters worse. But perhaps we could start with some modest proposals.

First, we should redefine newsworthy . Klaas argues that journalists need to emphasize the magnitude rather than simply the novelty of political events. Trump’s ongoing attacks on democracy may not be new, but they define the stakes of 2024. So although live coverage of Trump rallies without any accompanying analysis remains a spectacularly bad idea, it’s important to neither ignore nor mute the dark message that Trump delivers at every event. As a recent headline in The Guardian put it, “Trump’s Bizarre, Vindictive Incoherence Has to Be Heard in Full to Be Believed.”

Why not relentlessly emphasize the truth, and publish more fact-checked transcripts that highlight his wilder and more unhinged rants? (Emphasizing magnitude is, of course, a tremendous challenge for journalists when the amplification mechanisms of the modern web—that is, social-media algorithms—are set by companies that have proved to be hostile to the distribution of information from reputable news outlets.)

The media challenge will be to emphasize the abnormality of Donald Trump without succumbing to a reactionary ideological tribalism, which would simply drive audiences further into their silos. Put another way: Media outlets will need all the credibility they can muster when they try to sound the alarm that none of this is normal . And it is far more important to get it right than to get it fast, because every lapse will be weaponized.

The commitment to “fairness” should not, however, mean creating false equivalencies or fake balance. (An exaggerated report about Biden’s memory lapses , for example, should not be a bigger story than Trump’s invitation to Vladimir Putin to invade European countries .)

In the age of Trump, it is also important that members of the media not be distracted by theatrics generally. (This includes Trump’s trial drama, the party conventions, and even— as David Frum points out in The Atlantic —the debates.) Relatedly, the stakes are simply too high to wallow in vibes, memes, or an obsessive focus on within-the-margin-of-error polls. Democracy can indeed be crushed by authoritarianism. But it can also be suffocated by the sort of trivia that often dominates social media.

And, finally, the Prime Directive of 2024: Never, ever become numbed by the endless drumbeat of outrages.

Political analysis needs more witchcraft.
Right-wing media are in trouble.

Today’s News

The Senate dismissed the articles of impeachment against Homeland Security Secretary Alejandro Mayorkas and ruled that they were unconstitutional, ending his trial before it got under way.
House Speaker Mike Johnson will proceed with a plan, backed by President Joe Biden, to vote on separate bills to provide aid to Ukraine, Israel, and U.S. allies in the Indo-Pacific. The proposed move has raised criticism from some conservative representatives.
Four Columbia University officials, including the president, Nemat Shafik, testified in a congressional committee hearing about student safety, free speech, and anti-Semitism on campus.
The Trump Trials : The first days of the criminal case against Donald Trump have been mundane, even boring—and that’s remarkable, George T. Conway III writes.
The Weekly Planet : The cocoa shortage could make chocolate more expensive forever, Yasmin Tayag writes.

Explore all of our newsletters here.

Evening Read

Something Weird Is Happening With Caesar Salads

By Ellen Cushing

On a November evening in Brooklyn, in 2023, I was in trouble (hungry). I ordered a kale Caesar at a place I like. Instead, I got: a tangle of kale, pickled red onion, and “sweet and spicy almonds,” dressed in a thinnish, vaguely savory liquid and topped with a glob of crème fraîche roughly the size and vibe of a golf ball. It was a pretty weird food. We are living through an age of unchecked Caesar-salad fraud. Putative Caesars are dressed with yogurt or miso or tequila or lemongrass; they are served with zucchini, orange zest, pig ear, kimchi, poached duck egg, roasted fennel, fried chickpeas, buffalo-cauliflower fritters, tōgarashi -dusted rice crackers. They are missing anchovies, or croutons, or even lettuce … Molly Baz is a chef, a cookbook author, and a bit of a Caesar obsessive—she owns a pair of sneakers with “CAE” on one tongue and “SAL” on the other—and she put it succinctly when she told me, “There’s been a lot of liberties taken, for better or for worse.”

Read the full article.

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Essay: Print Media

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The Evolution of Print Media: A Comprehensive Exploration

The Gutenberg Revolution: Birth of the Printing Press

The Era of Newspapers: Informing the Masses

Birth of Print Media in India

Industrialization and the Mass Circulation Press

Early Growth and Struggles of Print Media in India

The Role of Print Media in the Independence Movement of India

Post-Independence Era

Print Media in the 20th Century: Challenges and Innovations.

The Digital Revolution: Navigating the Information Age

Indian Print Media in the Digital Age

The Contemporary Landscape: Print Media Today

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