2. INTRODUCTION
• With a sort of boon coming in the world of print
communication with the availability of printing
press, telegraph, telephone and telex, the publishing
industry made hey while the sun was shining
• The first hundred years was the time when the print
industry tried to comprehend the new situation and
shaped itself into a regular and formal sector but from
the start of the 19th century, print media in most
countries started specializing in certain areas.
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Since business in the form of advertisements in the print
was also flourishing, the media enjoyed a great deal of
financial comfort and provided jobs to tens of thousands of
people across the globe.
James Augustus Hickey is considered as the "father of
Indian press" as he started the first Indian newspaper from
Calcutta, the Calcutta General Advertise or the Bengal
Gazette in January, 1780 and thus the history of Indian
Print Media started from the very same year.
4. Samachar Darpan in Bengali proved to be the first
newspaper in the Indian languag and the first issue of this
daily was published from the Serampore Mission Press
on May 23, 1818.
On July 1, 1822 the first Gujarati newspaper the
Bombay Samachar was published from Bombay, which
is still extant. The first Hindi newspaper, the Samachar
Sudha Varshan began in 1854.
After such invention this industry had never looked
back. It flourished like a growing tree and within no time
it became a high valued and influencing industry
5. Definition of Print media
Print media include such
forms as-
newspapers,
magazines,
books,
newsletters,
advertising,
memos,
business forms, etc.
6. Types of Print Media:
Newspapers: Newspapers are the most popular forms of print
media. Newspapers collect, edit and print news reports and
articles
Magazines: Magazines also offer advertisers an opportunity to
incorporate various new techniques and ideas.
7. Newsletters: Newsletters also form an important part of print media.
These target a specific group of audience and give information on the
product.
8. • Brochures: Brochures give detailed
information about the product. These are
mainly distributed at events or even at the
main outlet when a consumer needs to read
in detail about the product.
Posters: Posters are forms of outdoor
advertising. The message in a poster has to be
brief and eye catching as it targets a person
on move.
9. Advantages of Print Media
loyal readership. This can be very useful for
advertisers as compared to advertising on the
Internet.
If you are targeting a particular geographical area, you
can do so with ease through print media.
For example, a local newspaper would be a best
medium to advertise about a new shopping complex.
You can choose the size of the advertisement space.
This will help you to plan the budget of the expenses
to be incurred while advertising.
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• making a longer impact on the minds of the
reader, with more in-depth reporting and
analysis.
11. DISADVANTAGES OF PRINT MEDIA
The cost incurred can sometimes be expensive considering
the medium you choose.
Newspapers for example, are amongst the public eye only for
a day.
This medium may not always give you a wide reach.
Internet, on the other hand, can target a global audience.
Advertisements may get lost in all the clutter of editorial and
ads by competitors.
12. The Role of Magazine and Newspapers
The role of magazine and newspapers in the advertiser’s media plan differs from
that of the broadcast media because they allow the presentation of detailed
information that can be processed at the readers own pace.
The print media are not intrusive like radio and TV, and they generally require
some effort on the part of the reader zines are often referred to as high-
involvement media.
Over 80 percent of U.S. house-holds subscribe to or purchase magazines, while
the average household buys six different magazines each year
13. TYPES OF NEWSPAPERS
The traditional role of newspapers has been to deliver
prompt, detailed coverage of news as well as to supply
other information and features that appeal to readers.
Daily newspapers
Weekly newspapers
National newspapers
Special audience newspapers
Newspaper supplements
15. TYPES OF NEWSPAPER ADVERTISING
The major types of newspaper advertising are display and
classified.
Display advertising
Classified advertising
-special ads and inserts
16. ADVANTAGE OF NEWSPAPERS
Newspapers have a number of characteristics that make
them popular among both local and national advertisers.
These includes their:-
extensive penetration of local markets
Flexibility
geographic selectivity
reader involvement
special services.
17. LIMITATION OF NEWSPAPERS
The limitations of newspapers include their:-
Poor reproduction
Short life span
Lack of selectivity
clutter
22. facts and figure
• First magazine printed 1739
• Name Scots still running
Readers 1995 2010
% 28% 35%
23. Ratio of advertising and editorial
year Advertisement % Editorial %
1975 46.5 53.5
1990 50.7 49.3
1995 49.1 50.9
2000 50.3 49.7
2005 47.2 52.8
2010 54.1 45.9
24. ADVANTAGE OF MAGAZINES
Magazine have a number of characteristics that
make them attractive as an advertising medium.
Strengths of magazines include their
selectivity
excellent reproduction quality
creative flexibility
performance
prestige
readers’ high receptivity and involvement
services they offer to advertisers.
