A

PRESENTATION

ON

PRINT MEDIA

Introduction to print media

Why do people read newspapers ? They read newspapers for a variety ofreasons.Eg1:News

Introduction to print media

Eg2:Entertainment

Introduction to print mediaEg3: Information

Definition of Print media

Print media include such forms as-

newspapers, magazines, books, newsletters, advertising, memos, business forms, etc.

Types of Print Media:

Newspapers: Newspapers are the most popular forms of 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.

Newsletters: Newsletters also form an important part of print media. These target a specific group of audience and give information on the product.

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 a person on the move.targets

Thus newspapers play a very important role in our daily life. We read the newspaper for

news entertainment information

Introduction to print media

HISTORY OF PRINTING

Have you seen a palm leaf? There was a time when people used to write onpalm leaves. This was before the discovery of paper.

The Chinese were the first to invent the art of printing. They made woodenblocks to print letters. This was started during the period of the Tang Dynastyin 600 AD. The first printed book published in China was the Buddhist text, the “DiamondSutra” by Wang Chick in 868 AD.

HISTORY OF PRINTINGPrinting technology came to India in 1556. It was the Jesuit priests who brought this technology to our country. The first book printed in India was in Portuguese language in Old Goa. It was Doctrine Christa by St. Francis Xavier. The invention of printing has revolutionised mass communication. Booksare printed in large numbers and circulated in many countries. No other

invention has had such an influence in the history of mankind.

The first newspaper in the modern concept was published in Oxford in 1655 .It was the “Oxford Gazette”.

The first newspaper to be published from London was the Daily Courant. It was edited by E. Mallet. In 1784, John Walter launched the “Daily Universal Register” from London which later adopted a new name “ The Times”. It is known to be one of the greatest newspapers in the world.

Do you know which is the largest circulated newspaper in the world ? In which country is it published? The largest circulated newspaper is the “Yomi Yuri Shimbun” published from Japan. It has a circulation of 1, 45, 57, 000 copies per day. The second and third largest circulated dailies in the world are also published from Japan.

HISTORY OF PRINTING

It was a Britisher who started the first newspaper in our

country. On January 29, 1780 James Augustus Hickey

launched the “Bengal Gazette”. It has another title “Calcutta

Advertiser”. It was popularly known as “Hickey’s Gazette”.

The first issue of the paper had two pages and later it was

increased to four pages. It’s size was 35 cms x 24 cms.

NEWSPAPER PRINTING IN INDIA

Following in Hickey’s footsteps in 1780, the second newspaper was launched

from Calcutta “The Indian Gazette”. The “Calcutta Gazette” which started

publication in 1784 and the “Bengal Journal” which was launched in 1785

were the third and fourth newspapers to come out from Calcutta. Slowlynewspapers started coming out from other parts of the country also. The“Madras Courier ” (1785) and “ Madras Gazette” (1795) were started

fromMadras. From Mumbai, the “Mumbai Herald” was launched in 1789.

NEWSPAPER PRINTING IN INDIA

NEWSPAPER PRINTING IN INDIAThe Gujarati daily “Mumbai Samachar” published from Mumbai is the oldest existing newspaper not only in India but also in Asia. It was established in 1822.

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

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.

CLASSIFICATION OF MAGAZINESConsumer magazinesFarm publicationBusiness publication

DISADVANTAGE OF MAGAZINES

Costs

Limited reach and frequency

Long lead time

Clutter and competition

TYPES OF NEWSPAPER ADVERTISING

The major types of newspaper advertising are display and classified.

Display advertising

Classified advertising -special ads and inserts

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.

The Times of India - EnglishDainik Bhaskar - HindiDainik Jagran - Hindi Malayala Manorama – MalayalamThe Hindu – EnglishEenadu – TeluguDeccan Chronicle – EnglishAnanda Bazar Patrika – BengaliAmar Ujala – HindiHindustan Times – English

Top 10 newspapers in India

LIMITATION OF NEWSPAPERS

The limitations of newspapers include their:-

Poor reproduction

Short life span

Lack of selectivity

clutter