Print Media

Objectives:

 

The rise of digital or electronic media caused Forbes to craft an article titled, "Print is Dead? Not so Fast." While digital media offers rapid, real-time engagement opportunities with customers, the article pointed out of a number of strengths of print that make it a viable delivery platform

 

Primary strengths of print relative to digital include tangibility, an enduring message and high credibility. Some people prefer to read media in print as opposed to digital formats.

Newspapers and magazines also are tangible items that often sit on a table or chair at a home or business, attracting attention. Magazines are often kept in racks or on tables for weeks, allowing for several exposures. Print media also is perceived as credible relative to digital media, according to Forbes

 

 

 

Introduction to Print Media

Why do people read newspapers? They read newspapers for a variety of reasons. Let us consider a few examples.

Yesterday while going to the city you might have seen an accident. Two buses had collided and by the mere sight you could make out that many passengers must have been killed or injured. You were busy with your daily engagements and forgot about the accident. Only today morning you recalled that incident. You were curious to know more about it. You wanted to know how many passengers were killed or injured. Where will you look for these details?

In a newspaper, of course. So, you would pick up a newspaper and read all about the accident.

News of a rail accident

Ramu and Ravi were planning to go for a movie. Both got pocket money from their parents and permission to go for a film. Ramu asked Ravi whether he knows the names of films playing in different theatres in the City. Ravi was also not sure about it. So they picked up a newspaper. The paper gave all the details about films shown in different cinema halls in the city.

 

You must have seen such columns in the newspaper. They appear under the title ‘entertainment’. So you look into the newspaper for entertainment also. Raju is a resident of Bhopal. He wanted to visit his uncle in Delhi. As he was busy during the weekdays, he was free only during weekends. Before booking the tickets, he wanted to know about the train timings. He used to see that the local newspaper carries a column on train timings. So, he picked up that paper and decided on the train in which he should reserve a ticket.

You must have seen such columns in newspapers. They give you such information. So you are reading the paper for information also. Thus, newspapers play a very important role in our daily life. We read the newspaper for:

News

Entertainment

Information

 

 

 

 

 

HISTORY OF PRINTING

 

Have you seen a palm leaf? There was a time when people used to write on palm leaves. This was before the discovery of paper. Some of the old manuscripts written on palm leaves are preserved in our National Manuscript Library in Delhi.

 The Chinese were the first to invent the art of printing. They made wooden blocks to print letters. This was started during the period of the Tang Dynasty in 600 AD. The oldest known surviving printed work in a woodblock is a Buddhist scripture of 684 AD. It is now exhibited in a calligraphy museum in Tokyo, the capital of Japan. The first printed book published in China was the Buddhist text, the “Diamond Sutra” by Wang Chick in 868 AD. Some copies of the Buddhist scriptures printed in 1377 are preserved in museums in China.

 Can you imagine a world without paper? Nowadays paper has become an integral part of our life. We read papers in the morning, write on note books made of paper, send letters on paper, use paper boxes to carry things and so on and so forth. You have learnt in an earlier lesson how this paper is made. Though the Egyptians made paper by 3500 BC, it came to Europe only by the 11th century. The first paper mill in Europe was set up in Spain in 1120. Block printing came to Europe by 1300. It is believed that Johannes Gutenberg of Germany had developed printing technology around 1439. Gutenberg also invented an oil-based ink for printing. He printed the Bible in 1450. It was in the Latin language and had 1282 pages. He used movable printing blocks for the book.

 

THE FIRST NEWSPAPER

Which was the first newspaper published in the world? It is very difficult to point out a single newspaper as the first one. During the Maurya period

 

 

CULTURAL AWAKENING AND FREEDOM MOVEMENT

Towards the end of the 19th century, many social reformers began actively campaigning for radical changes in Indian society. The reformation of Hinduism, the move for abolition of sati and efforts to encourage widow remarriage were some of the major reforms. Inspired by these great leaders, many newspapers were started in different parts of the country. All this led to a boom in the newspaper industry in India.

Some of the leading English newspapers were also launched during this time. “The Times of India” (1861) was started as a paper supporting the British. Many of you might have heard about “The Jungle Book”. The author of “The Jungle Book”, Rudyard Kipling, started “The Pioneer” in 1866 from Allahabad. “The Amrita Bazar Patrika” (1868), “The Statesman” (1875), “The Hindu” (1887) and “The Tribune”( 1880) were also started during this period. “The Hindustan Times” was started later, in 1923. In the regional languages, some papers that were launched during that period continue even now as leading papers like “Malayala Manorama” (1888).

When Mahatma Gandhi returned to India, he gave a great impetus to the freedom movement. He was also a great editor. He took over “Young India”, the weekly started by the Home Rule Party in 1918. Gandhiji also launched another weekly, called the “Navjeevan”, in Gujarati. Later, Gandhiji started the “Harijan” under the editorship of Mahadev Desai. Gandhiji insisted that his papers will not carry any advertisements. But all his publications had wide circulation among readers.

 

 

Can you guess how many newspapers in India have crossed 100 years of publication and are still in circulation? There are 41 such newspapers in the country and are called centenarian newspapers. Among English dailies, four have crossed this mark: The Times of India, The Hindu, The Tribune and The Statesman. Among language newspapers, Mumbai Samachar, Amrita Bazar Patrika, Malayala Manorama and Deepika are among the centenarians.

 

ADVENT OF MODERN TECHNOLOGY

Have you ever wondered how the pages of a newspaper are printed?

From the days of wooden block printing, newspapers have undergone a sea change. Technological revolution has modernized the print media. For a long time, these were produced by hand composing. Later, these were replaced by monotype and linotype. In this process, a machine operated by a key board was used to compose letters. This has also become obsolete now. Typesetting in computers, offset printing and laser printing have taken over. Desktop publishing has become quite common now.

 

In earlier days, newspapers were printed only in black and white. Color printing was not possible at that time. But now almost all the newspapers print color pages. Some papers print color only in supplements and special pages. Color printing has made the pages look brighter and attractive

 

SIZE OF NEWSPAPERS

You may have noticed the fact that all newspapers are not of the same size; some are big, some small and some are very small. Newspapers are classified into three categories according to their size. They are broadsheets, tabloids and Berliners or Midis. Morning newspapers are generally broadsheets. They are big in size. In India, all major newspapers are broadsheets. Examples include “The Times of India “and “Hindustan Times”. Tabloids are only half the size of broadsheets. In India most of the evening papers are tabloids. Examples are “Mid-day” and “Metro Now”. Presently some of the new morning papers have also adopted the tabloid forma

Berliners or Midis are very small newspapers. European papers such as La Monde and La Stampa are Midis. “Mint” is the name of a Berliner published in India. In India, some magazines print special booklets in this format Can you now tell the size of the newspaper that you read every day? Is it a broadsheet or a tabloid?

 

 

What Is Print Media Advertising?

by Ian Linton

Outdoor print advertising is often the least targeted type of print media advertising, reaching anyone who passes by.

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Print media advertising is a form of advertising that uses physically printed media, such as magazines and newspapers, to reach consumers, business customers and prospects. Advertisers also use digital media, such as banner ads, mobile advertising, and advertising in social media, to reach the same target audiences. The proliferation of digital media has led to a decline in advertising expenditure in traditional print media. Advertising revenue for national newspapers, for example, fell from $7,653 million in 2000 to $3,777 million in 2011, according to the Newspaper Association of America.

 

Newspapers

Advertisers can choose from a wide range of different types of newspapers, including local, regional or national titles published in daily, evening, weekly or Sunday editions. Newspapers target different readerships with a mix of content, often including sports, entertainment, business, fashion and politics in addition to local, national or world news. Advertisers can buy different sizes of advertising space, from small classified ads with text only, to display ads featuring text, photographs, illustrations and graphics in sizes up to a full page or even a double-page spread.

 

 

Magazines

Magazines offer advertisers extensive choices of readership and frequency. Consumer magazines cover a wide range of interests, including sport, hobbies, fashion, health, current affairs and local topics. Many business and trade magazines provide coverage of specific industries, such as finance or electronics. Others cover cross-industry topics, such as communications or human resources, while still others focus on job-specific areas, such as publications for executives, marketing professionals or engineers. Publishing frequency is typically weekly, monthly or quarterly. As with newspapers, advertisers can take advertising spaces from classified ads to full page ads in black and white or color.

Billboards and Posters

Advertising on billboards and posters gives advertisers the opportunity to reach consumers on the move. Putting posters in retail malls, for example, helps advertisers reach consumers close to the point of purchase. Posters or billboards in train stations, airports or busy town centers have the potential to reach large groups of consumers. Advertisers can change the messages on billboards and posters at a frequency of their choice.

Direct Mail

Advertisers use direct mail to reach smaller target audiences or selected prospects. Direct mail often take the form of a letter, brochure or flyer sent via the postal service. Advertisers can compile their own list of prospects and customers for the mailing, or rent a mailing list from a specialist firm.

Print Media Selection

Print media advertising offers advertisers the opportunity to target different readerships, with advertising costs based on circulation and nature of the readership. Advertisers and their agencies compare the costs of reaching their target audience using circulation figures and readership research from individual media or industry groups, such as the Association of Magazine Media or the National Newspaper Association.

 

 

 

 

 

 

 

 

 

A List of the Types of Print Advertising

by Michelle Strait

Print advertising continues to reach consumers.

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Print advertising is far from dead. Website, search engine and social media marketing are a common part of most marketing campaigns. But the business world hasn't completely shunned print advertising in favor of the digital world. For example, the Ad-ology website says advertisers spent $20 billion on magazine ads in 2010. Circulation of print publications has decreased, but print advertising remains a viable marketing method

 

Newspaper Advertising

Newspaper advertising includes publications such as national, local and community newspapers. According to Dun & Bradstreet, small businesses have an advantage over national businesses when it comes to newspaper advertising. Depending on the location of your business, advertising in a national newspaper such as "USA Today" might not make sense. If the goal of your business is to attract local customers, then advertising in a neighborhood or small local newspaper is an effective way to reach your target audience. The price of your print ad depends on the newspaper's popularity and your ad's size. With so many different ad sizes available, you can probably find a size that fits your budget. You also might have bargaining room with a small newspaper that you wouldn't have with a national newspaper.

 

 

 

 

 

Magazine Advertising

Magazine advertising includes advertising in regional and national magazines. Magazines present an effective way to brand your business. A magazine gives you freedom to focus on creating an ad that's visually appealing. Appearances might not count as much if your goal is to simply attract customers. However, appearances count when you're working to increase your visibility and build a public image. Magazine print ads run the gamut when it comes to cost. An ad can cost a few hundred dollars or anywhere from $2,000 or more -- depending on the magazine. It's important to focus on advertising in magazines favored by your target audience. A national maternity magazine is probably not the best place to run a $2,000 full-page color ad for your startup skateboard company. On the other hand, a $800 display ad in a local magazine that targets skateboarders or teenagers might pay for itself.

 

 

 

Directory Advertising

Directory advertising includes advertising that appears in places such as the Yellow Pages and regional or industry directories. For example, your local Chamber of Commerce probably prints a directory that contains all its members and their business information. Appearing in such a directory can potentially expose you to a new client base -- depending on your target market. Appearing in the Yellow Pages can help, as well. According to Entrepreneur, appearing in the Yellow Pages lets consumers know you're a legitimate business. Con artists are less likely to appear in the Yellow Pages because it makes them too easy to find. When placing, a Yellow Pages print ad, remember that size matters. Not only is a display ad more noticeable, but also it influences the way consumers see your business. Entrepreneur reports that if a small display ad appears next to a large display ad, consumers subconsciously think the business with the larger ad is better. If you can't afford a display ad, at least get your line ad placed in bold.

 

 

 

Additional Print Advertising Methods

Additional print advertising methods include brochures and flyers. Brochures are sometimes found on display racks in public places. You might see flyers on windshields or inserted into newspapers. Postcard advertising also falls into the category of print advertising. One side of the postcard contains a print ad and the other side contains a mailing address. Postcards give you a chance to create a colorful, glossy ad for less than it would cost to advertise in a magazine. Your audience is also targeted because you send the postcard to specific people or businesses.

 

Print Media & Advertising Advantages

by Chris Joseph

Print media such as newspapers provide non-intrusive advertising messages.

newspaper image by Christopher Ha

Companies can pursue a number of avenues when it comes to promoting their products and services. Advertising can take the form of television or radio spots, placing billboards in high-traffic areas or using the Internet. Companies can also make use of print advertising, which offers its own set of advantages over other forms of media

 

Unlimited Exposure

Print media such as newspapers and magazines allow for unlimited exposure. Unlike television or radio where advertising time is scheduled, prospects have potential exposure to print ads at virtually any time. A newspaper or magazine left on a coffee table can be viewed repeatedly and at the reader's discretion. The reader also has the opportunity to study the ad at his leisure and isn't limited to 30 or 60 seconds

Non-Intrusive

Print ads are less intrusive than other forms of media. Radio and television ads often interrupt programming which can sometimes be an annoyance. With print media, the prospect has greater control as to when she views the ads, which eliminates interruptions.

Target Marketing

Certain forms of print media allow for a high level of target marketing. Magazines, for example, tend to be highly specialized, so ads can be developed to appeal to a specific readership. For example, companies that manufacture upscale clothing for men can target their ads to publications that appeal to professional males. A manufacturer of fishing gear can place ads in hunting and fishing publications.

Loyal Readership

Print media sources tend to have longstanding, loyal readership. People may read their hometown newspaper daily and may also subscribe to specific magazines for long periods of time. This frequent readership helps reinforce the advertiser's message or even develops an ongoing campaign that may cover multiple issues. Advertising in publications that have been around for many years can also lend credibility to the advertiser.

Position Flexibility

Advertisers usually have a choice as to where they place their ad in the publication. If the budget allows, the advertiser may choose the location that offers the highest visibility, such as the back cover of a magazine or above the fold in the newspaper. Newspapers also offer the flexibility to choose the desired ad size, such as a full page or quarter-page.

 

Direct mail is often given less attention than newspaper and magazine ads.

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The two most common print media channels are newspapers and magazines, but billboards, transit ads, direct mail, brochures and some specialty ads are also considered print. While each medium has its own advantages and disadvantages, they collectively have some pros and cons relative to non-print media forms.

 

Static Message

Relative to television and radio, which deliver fleeting messages, print media allow you to present static messages to your audience. This means that if you attract the attention of readers, you can lay out effective copy that informs them about your brand or persuades them to buy. Especially in newspapers and magazines, you can explain your product's benefits. Your ad can feature a combination of both copy and visuals. In some cases, readers get multiple exposures to your ad.

 

Audience Interest

Audience interest is a critical strength of the traditional print media. Readers typically elect to purchase and read newspapers and magazines, and often have interest in ads that closely relate to the medium's topic. Local newspaper readers, for instance, usually take note of messages and promotions from local businesses. Magazine readers will often take interest in messages related to the magazine theme. For example, fitness magazine readers may thoroughly review and analyze an ad for fitness equipment.

Clutter

Ad clutter is a challenge in many media, but especially so with print media. A typical local or regional paper holds hundreds of ads, including classifieds and box ads. Standing out from the crowd is difficult. Magazines continue to get thicker, but mainly because publishers sell more ad space to cover rising print costs. Metropolitan areas are often cluttered with billboards and signs, so it's easy for your message to get lost in the visual "noise."

Audience Limitations

Newspapers are most useful for geographic segmentation, especially for local companies, and magazines offer a highly selective and efficient medium, but neither can deliver the same reach normally available through TV. Newspapers usually have broad demographic readerships, making efficient targeting of a niche audience difficult. Magazines, while more focused, have limited reach because there are so many publications for readers to choose from.

 

 

 

 

 

 

 

 

 

 

 

 

What Are the Benefits of Magazine Advertising?

by Russell Huebsch

Advertising in a magazine can help you reach a niche audience.

magazine image by Angelika Bentin from Fotolia.com

Although magazine advertising revenue dropped from $23.7 billion to $19.5 billion from 2009 to 2010 and total advertising pages dropped by 9.4 percent, magazine ad numbers and revenue are expected to increase after 2010, according to Business Week. The 2008 recession caused many companies to pull their ads from magazines, but advertising sales are expected to increase as the economy improves. People are also reading magazines more than ever. Between 2005 and 2009, magazine readership increased in every demographic except those aged 35 to 49. Print media is an effective form of advertising that can help businesses large and small.

 

 

History

Magazines have been an important way to reach the public for over 250 years. The Pennsylvania Gazette, started in 1729 by Benjamin Franklin, was the first magazine produced in America to include advertisements. However, magazines did not become popular until the middle of the 19th century. Between 1825 and 1860, the number of magazines in the United States grew from 100 to 600. During the 1850s, magazines diversified to address topical issues. Northern and Southern magazines, for example, attracted readers by talking about slavery.

Benefits

Magazine advertising's major benefit to businesses is its ability to display higher quality images than either direct mail or newspaper. Higher quality images, represented with full color and gloss, allow a clearer picture of your product, giving the public a better idea of your company. In addition, many magazines target a specific demographic, such as people who belong to a certain trade or of a certain age group. By advertising in magazines within your industry, you are almost guaranteed to reach your intended audience.

 

 

 

Geography

Even if you are a small business, you can advertise in the most widely read and distributed national magazines. National magazines often have regional versions of their magazines and/or sections dedicated to small businesses and specific locales. Small hobbyist stores often advertise in national magazines because people are sometimes willing to venture outside of their community to find a new supplier for specialty services.

Time Frame

Magazines are typically kept for a longer period than newspapers because of their higher printing quality. Medical offices, for example, usually save magazines because they give people something to read while waiting for their appointment. A reader of a magazine may keep an issue if it contains particularly interesting information. If you put an ad in a magazine, it is likely that someone will, through some circumstance, pick up the magazine several months from its print date and see your ad.

Considerations

Magazine ads are expensive no matter what publication you go with because printing on glossy paper is expensive. Small and mid-size businesses can reduce magazine ad costs by purchasing less than a full-page ad. Keep in mind that you must negotiate your rate and turn in your ad far in advance of the publication date, usually 1 to 6 months beforehand, according to Gaebler. Publishers may give you a discount if you purchase ad space within several issues. Also, Entrepreneur.com recommends researching any magazine with which you plan to advertise, especially if you want to advertise in a niche magazine. The SRDS database is a good place to find basics about publications, such as a magazine's readership and distribution stats.

What Are the Benefits of Local Newspaper Advertising?

by Irene A. Blake

Customers actively seek out local newspaper advertising.

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Small-business owners use advertising to help increase brand recognition, product sales, new foot traffic and repeat business. Common advertising outlets include radio, television, Internet, magazines and newspapers. Although advertising your business via non-print outlets such as radio or television can be advantageous, local newspaper advertising offers many benefits that make investment on your part worthwhile.

 

 

Proactive Audience

Newspaper readers often actively look for advertising in newspapers to search for deals and coupons. Placing your ad in a newspaper doesn't guarantee that readers will notice it, but a reader actively looking for deals is likely to notice your ad, take the time to read it and possibly act on a sale or offer.

Positive Expectations

Many people feel that certain forms of advertising such as commercials and website pop-up ads are intrusive. In a local newspaper, ads are often expected by readers, and their placement is often near content similar to the ad content -- for example, a shoe store ad in the fashion section or a computer store ad in the technology section. As this type of placement makes an ad less intrusive, a negative consumer reaction is less likely.

 

 

 

 

 

Targeted Audience

Besides ad placement in sections near similar content, local newspaper advertising can target a specific audience in other ways. For example, newspapers often have special sections, releases and inserts that target audiences based on events such as a holiday or season, specific geographic areas such as a street or neighborhood or specific groups of people such as ethnic groups or college students.

Reputation Building

Local newspaper publishers work hard to create positive relationships with members of the community to build a loyal customer base. As a publisher's reputation grows, community members begin to trust the company for providing timely and accurate information and often begin to believe that a trusted local publisher won't do business with companies that are untrustworthy. By advertising with a trusted local newspaper that has a loyal customer base, you can build a positive reputation in the community simply through this association.

Last Minute Changes

Another benefit of local newspaper advertising is rapid turnaround on production changes. If you need to make last-minute changes to your ad, the newspaper advertising department can usually get the job done quickly.

Options and Extras

Local newspapers offer small-business owners a wide range of advertising options that can fit nearly any budget. Options include small 1-inch-square classified ads, column ads in various sizes by the column inch, half-page or full-page spreads. You can also negotiate with a publisher to get extra services at no additional cost, such as color printing, design assistance, a slightly large ad or inclusion of your ad in the publisher's other products, such as magazines or brochures.

 

 

 

 

Effectiveness of Magazine Advertising

by Neil Kokemuller

High reader interest in products enhances magazine ad effectiveness.

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The effectiveness of magazine advertising depends on your advertising and promotion objectives, as well as the budget you have for advertising. Magazine advertising has strengths and weaknesses relative to other ad media. In general, you want to use media that reach your target audience and allow you to present effective messages affordably.

Message Impact

A key advantage of magazines over newspapers as a print medium is the potential for high-impact messages. Full-page magazine ads rich with color and visual imagery can attract attention and enhance the visual presentation of your products. Magazines commonly use glossy finish and allow for full-color spreads. You can use "bleed" images or color backgrounds -- meaning have them extend all the way to the page edges, without a border -- to present a product image that really stands out.

Audience Interest

A major factor of magazine ad effectiveness relative to many other media is the interest of the audience. Magazine readers typically have strong interest in the theme or topic of a given magazine. There are hundreds of magazines often targeting niche interests. If you advertise computer software, for instance, you can finds several magazines related to technology generally and computer software specifically. If you advertise a product or service closely tied to the magazine's theme, you likely reach readers who have natural interest in products or services like yours. Finding this close link between readers and your brand is critical to effectiveness.

 

 

 

 

 

 

 

Repeated Exposure

Also, contributing to the effectiveness of magazine ads is the potential for ongoing, repeated exposure. Homeowners and businesses commonly have magazine racks or other spaces where they keep magazines for other readers or repeat use. This gives you the potential to reach a large number of people with one copy and the same reader multiple times. Plus, since magazines are a static medium, readers can analyze or look at your message indefinitely

Value

A limiting factor to magazine effectiveness in the cost. Ads in national magazines commonly cost several thousand dollars per issue. You can opt for smaller, quarter-page or half-page ads to save money, but those often get lost in the clutter of a large magazine with lots of advertisements. Publications sometimes offer discounts for early submissions and for ads arranged through an advertising agency.

 

 

 

 

Disadvantages of Advertising on the Internet

The Internet takes advertising global.

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Advertising is the branch of marketing that deals with communicating to customers about products, brands, services and companies. The Internet, as a global communications medium, provides advertisers with unique and often cost-effective ways of reaching advertising audiences. As with all media, however, advertising on the Internet has unique advantages and disadvantages

 

Significance

Advertising on the Internet is almost a necessity for modern businesses, especially those that do business outside of their local community. Consumers use the Internet for more than simply entertainment or information, as they do with radio, television, magazines and newspapers. Consumers use the Internet to assist them in nearly every aspect of life, creating countless opportunities to place relevant, targeted ad messages.

Disadvantages

One disadvantage of advertising on the Internet is that your marketing materials are automatically available for anyone in the world to copy, regardless of the legal ramifications. Logos, images and trademarks can be copied and used for commercial purposes, or even to slander or mock your company. This is not the case with television and magazine advertising, wherein images must be replicated rather than simply copied electronically. Another disadvantage is the fact that the Internet-advertising gold rush has begun to introduce ad clutter to the Web. Web users are so inundated with banner ads and spam email that they have begun to ignore internet advertising just as much as ads on traditional media.

 

 

 

 

 

 

Considerations

In addition to advertising, the Web offers high-impact opportunities to leverage word-of-mouth marketing and generate buzz about your company. Product review websites and social media outlets, among other web communities, allow customers to praise or condemn your company based on their personal experiences. Thus, the Internet ties the customer service component directly to advertising.

Future

The Internet is likely to continue to play a large role in individuals' lives in the foreseeable future. Whether personal computers remain the dominant method of accessing the Internet, some form of global communication network will likely be a reality for many generations, creating effective avenues of sending advertising messages to consumers in the community and around the world

 

 

 

 

 

 

 

 

 Disadvantages of Online Advertising Options

by Miranda Brookins

 

 

 

 

 

Traditional advertising generally excludes digital media.

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Since many consumers spend time shopping online for everything from groceries and clothing to electronics and cleaning supplies, many businesses include online advertising in their marketing strategies. While the benefits of advertising online include the potential to reach a large market and the ability to measure results, online advertising also presents some disadvantages.

 

Customers Ignore Ads

Consumers are so used to seeing advertising on television, hearing radio commercials and flipping through advertisements in magazines, they've developed an aversion to all forms of advertising. This is also the case with online advertising, where consumers can avoid clicking banner advertisements, bypass ads in online videos they watch and close pop-up advertisements as soon as they come up on their screens. Customers are in control of which advertising messages they want to click and respond to.

 

 

 

Viewing Problems

Website downtime, lags in website or video loading and browser complications can reduce the number of times consumers see online advertisements and how well they see them. When technical issues occur, companies lose the opportunity to broadcast advertisements for their products and services and may lose potential sales. Viewing problems can occur because of problems with a website or if a consumer is using a smart phone or other mobile device to view a website, has a slow connection speed or does not have the correct applications and programs installed on his computers for proper viewing.

 

Expensive Ad Prices

Pricing for advertising online can range from inexpensive -- $20-a-month placements on local parenting blogs -- to thousands of dollars on popular sites such as the New York Times. The cost for banner, text and video ads vary depending on the amount of traffic and the type of readership a website or blog receives. Online advertising through pay-per-click campaigns and social media sites can also wreak havoc on a company's marketing budget, potentially yielding little to no return on investment.

Consumers Get Distracted

When customers visit a website, they typically have a goal in mind, whether it's to catch up on the latest celebrity gossip, read the news, chat with friends, download music or shop for a specific item. Websites present customers with various options that can easily distract them and pull their attention from your online advertisements.

Too Many Options

The Internet offers a wide range of websites on which companies can place advertisements. This can be overwhelming, especially for small business owners. With so many options, it's difficult to narrow down the choices to the websites that will attract the most potential customers and sales. Once a company selects a website, it is then presented with a variety of ways it can advertise its products or services on the site, such as through banner advertisements, video marketing or by sponsoring a post. Companies have to determine which type of advertisement yields the best response from their target markets.

 

 

 

Disadvantages of Web Advertising

by Arlette Measures

The Internet offers a vast sea of advertising opportunities, but you must choose wisely.

Internet WWW image by Design from Fotolia.com

Business owners are turning to online advertising in increasing numbers. You may wonder if advertising on the Web is right for your business. There are a variety of ways to advertise on the Internet, each with advantages and disadvantages. You will need to consider several factors when deciding whether advertising on the World Wide Web is right for your business,

 

 

Reach More Customers

Web advertising can expand awareness of your company and encompass an entirely new set of potential customers. Individuals who never set foot in your retail location may be avid online shoppers who would enjoy shopping on your website. You can offer online discount coupons to encourage your in-store customers to visit your website, resulting in additional sales. Using an effective pay per click campaign or organic search methods, your company website can draw visitors from around the globe -- or you can keep it local if you prefer.

Cost Effectiveness

If your business has a limited marketing budget, web advertising offers several free or low-cost means of marketing. Pay per click advertising with search engines, for example, can be relatively inexpensive. You can establish a pre-set limit and you only pay when someone clicks on your ad. For search engine advertising to be effective, however, you will need a compelling landing page that gets the results you want, whether your goal is for visitors to make a purchase, call you, or sign up for your newsletter. If you need help, you can search online for a web designer and writer to help you create attractive and interesting web pages. Look for free online classified advertising sites and online business directories in which you can place a listing. Email advertising can also be relatively inexpensive depending on how many subscribers you want to reach. Some email advertising services offer a free or low-cost trial.

Personal Touch

Although the internet can sometimes seem like a very impersonal place, it can also afford opportunities for developing a more personal relationship with your current and potential customers. When buyers go online to research a purchase they are considering, your website can tell them a great deal about your company. Use testimonials from satisfied customers and create an About Us page that allows visitors to get to know a little about the people behind your company. You can also use your website or email newsletter to educate buyers about your products and services. Photos of your products and videos of your company's services in action can be very effective. Giving your visitors interesting and helpful content can help build confidence in your company.

Some Methods Costly

Some methods of web advertising can prove costly in terms of time and money. Organic search engine marketing, for example, can easily consume hours of your time researching keywords and building backlinks. Social media is free but may not lead much traffic to your site. Paid advertising, such as banner ads and pop-ups, can be expensive, and may be more suited to larger companies, such as national banking chains and vehicle manufacturers. Another drawback to this type of advertising is that web surfers often find it annoying and click away or simply ignore it. Be sure your advertising does not alienate your potential customers.

Expert Insight

About online advertising, Stefan Torn Quist, Research Director of Marketing Sherpa, Inc. states, "While all this new technology that drives efficiency is exciting, without sound strategy and design, you'll simply be wasting your money. We advise you to proceed, but proceed cautiously. "Question every piece of conventional wisdom about the business of advertising, but never forget that people pretty much stay the same. You still need to combine intellectually interesting messaging, usable design, intelligently networked digital marketing elements and data-driven efficient media reach. Anyone can enter this new area of advertising."

 

 

 

 

 

 

 

 

 

Media Sector Analysis Report in India

 

·        The Indian media and entertainment industry comprises of print, electronic, radio, internet and outdoor segments. With the government aggressively pushing in for digitization of TV, Multi System Cable Operators (MSOs) are expected to lose 15-20% of their subscribers to DTH (direct-to-home) services. Digitization will facilitate increased number of channels and high quality viewing. India is a fast digitizing market and the consumer shift towards digital services is exhibited through the expansion of digitized households. The completion of the digitization process in Phase I and Phase II cities and the rollout in Phase III and Phase IV cities is seen as a positive step for the industry.

 

·        The players in the electronic media can be classified into a three-link chain. First are the studios (including the animation studios), which comprise the hardware part of the industry, the second are the content providers and the third link comprises the distribution trolleys, which include the cable and satellite channels, multiplex theatres, MSOs and the DTH players.

 

·        In India, the ratio of advertising expenditure to GDP is less than 1%. This is substantially lower in comparison to the developed economies as well as other developing economies. Interestingly, Print and TV media contribute over 75% of the advertisement spend in a year. As the Indian economy continues to develop and the media reach increases, the advertising expenditure to GDP ratio is expected to increase over the next 5 years.

 

 

How to Research the Media Sector (Key Points)

Supply

Of the more than 70,000 newspapers printed in India, around 90% are published in Hindi and other vernacular languages. There are over 800 private satellite TV channels, permitted by the Information and Broadcasting Ministry.

 

 

 

 

 

 

 

 

·        Demand

The demand for regional print media is growing at a faster pace than that of English language print media. In the electronic media, the highly fragmented viewership has led to an increasing preference for niche channels.

 

 

 

 

 

·        Barriers to entry

In the electronic media, entry barriers are high for broadcasting since it is very capital-intensive. It involves the cost of leasing the transponder, setting up up-linking facilities, setting up pre and post-production facilities. The barriers to entry are far lower for content providers. Besides, broadcasters themselves commission programmes and finance their production. Hence margins are lower. In spite of the high barriers to entry a slew of channels across languages and genres have been launched in the recent past.

 

 

Bargaining power of suppliers

·        In the print media, it is high for newsprint suppliers. It is medium to low for content providers in the electronic media. Terrestrial broadcasters such as Doordarshan and regional broadcasters such as Sun TV actually commission time slots to content providers.

·        Bargaining power of customers

·        Relatively high in both print and electronic media. The consumer finds a surfeit of players to choose from. Conditional access system (CAS) and DTH services now enable the consumer to choose the channels that he wishes to view; thereby increasing his bargaining power.

·        Competition

·        High in print media, especially in Hindi dailies. The print sector includes listed entities like Jagran Prakashan and HT Media. Regional print media too is seeing increasing competition. Competition is high amongst broadcasters especially for general entertainment channels. The space includes listed entities like Zee TV, TV 18, UTV, NDTV and Sun TV.

 

Financial Year '15

·        On the back of a sombre FY14, FY15 proved to be yet another tough year for the media industry. The delay in pick up in economic activity continued to impact advertisement spends. This impacted revenue of media companies as they derive a substantial chunk of their revenues from this segment.

 

·        In the print space, efforts are being seen towards consolidation of business rather than aggressive expansions. The fall of rupee and its volatility during the year hurt the bottom line of the print media companies as the cost of imported materials saw big swings.

 

 

·        The electronic media industry did mature to a considerable extent, especially after the roll-out of digitization Phase I and II. The growth trend for subscription revenues largely depends on the pace of the roll out of Phase III and IV of digitization. The timely roll out of these phases will certainly benefit the industry. While digitization in Phase I and Phase II cities are already completed, the rollout of digitization process in Phase III and Phase IV cities of the country during the year signified a positive development for the industry which is expected to boost subscription revenues in the future. Advertisement revenues for the television industry, on the other side, have continued to grow in line with overall media industry's ad spends with the pace expected to pick up in the future.

 

Prospects:

·        The fortunes of the media industry are linked to the growth of the economy. India is set to grow at a rate of at least 6-7% over the long term. Rising incomes in the hands of people encourage them to spend more on discretionary items like media and entertainment. However, the trend is shifting more towards the online medium.

·         

·        The demographic profile of India also favors higher spend on entertainment, with the consuming class forming a sizeable chunk of the country's total households. Thus, this could lead to the emergence of a huge consumer base for the various products and services (including entertainment).

 

·        New distribution technologies like DTH, Conditional Access System (CAS) and IPTV, hold the future of the media industry as increasing digitization will radically alter the ways in which consumers receive channels. The mandatory digitization all over India will bring in more subscription revenues for the broadcasters as opposed to under reporting of numbers by cable operators at present. Also, continued growth of regional media and growing strength of the filmed entertainment sector will also boost growth of the media industry.

 

 

·        The advent of digital platforms will require industry participants to invest in constant innovation in products and services. Thus, going forward, innovation will be the key to attract more consumers and deliver relevant content and services that are profitable too.

 

·        With metros already being saturated, regional markets provide ample scope for growth in the media sector. In print media, newspapers are being published in vernacular language. In television, newer channels are introduced in local languages. Tier II and Tier III cities and towns are set to drive the Indian consumption story in the next few years. Television will continue to lead the media industry in terms of revenue contribution with 39%, followed by internet access with 28 %. While, the share of print and films are likely to decrease to 15% and 9% in 2017.

 

 

 

 

 

 

 

 

 

 

Conclusion:

 

We are very much agreed and want conclude with viewpoint of Mr.Hamid Ansari,Our vice president  which was published a long back ,in the year 2011 , for all Media ,including Print Media ,which is also true for Indian Media , can’t be ignored,  must be discussed and give that much importance with all media ,

 

 

Indian media in a challenging environment  

 M.Hamid Ansari

Vice President of India,

 July 16, 2011 02:05 IST

Updated: July 18, 2011 00:07 IST (The Hindu)

The Indian media have grown rapidly in scale, reach, influence, and revenues. But all stakeholders must realize that the ethical underpinning of professional journalism in the country has weakened and that the corrosion of public life in our country has impacted journalism. So, what needs to be done?

We have been witness in recent years to rapid, and unprecedented, changes in our society, economy, and polity. These have also transformed the Indian mass media system. The growth in its scale, reach and influence, however, has not been matched by corresponding sensitivity towards non-commercial and non-market dimensions.

 

This aspect is of relevance because the media is the fourth estate in a democracy. It plays a major role in informing the public and thereby shape perceptions and through it the national agenda. Its centrality is enhanced manifold by increased literacy levels and by the technological revolution of the last two decades and its impact on the generation, processing, dissemination, and consumption of news.

Two other consequences of the change need to be noted:

 

Media platforms and devices for consumption today vary between traditional, non-conventional, and the experimental. They span traditional print, audio-visual, and digital modes. Convergence between news media, entertainment and telecom has meant that the demarcation between journalism, public relations, advertising and entertainment has been eroded.

Increases in per capita income, discretionary spending capability, attractiveness of India as a market and as a destination of foreign investment, have all reinforced the centrality of the Indian mass media system.

As a result, media outlets assume importance not only for marketing and advertisement but also for the ‘soft power' aspects of businesses, organizations, and even nations. Media entrepreneurship today is a necessary condition for any growing business enterprise, a political party, and even individuals seeking to leverage public influence for private gain.

 

Furthermore, the trend towards globalization has empowered individual citizens through increased movement of goods, capital, services and ideas. Economic liberalization and spread of digital technologies have aided it. New media have brought forth new means of individual empowerment, allowing the expression of individual ideas, opinions and identities.

I would like to explore today the implications of these changes.

The necessity for media to function effectively as the watchdog of public interest was recognized in the freedom struggle. The founding fathers of the Republic realized the need to balance the freedom of expression of the press with a sense of responsibility while such freedom is exercised. Adherence to accepted norms of journalistic ethics and maintenance of high standards of professional conduct was deemed to be a natural corollary.

Gandhi ji, a journalist himself, cautioned that “an uncontrolled pen serves but to destroy.” Jawaharlal Nehru warned: “If there is no responsibility and no obligation attached to it, freedom gradually withers away. This is true of a nation's freedom and it applies as much to the Press as to any other group, organization or individual.”

 

Issue of regulation

It is no exaggeration to say that media represent the sector of the economy that is the envy of others because of the extremely buoyant growth rates witnessed over the last two decades, in an environment characterized by minimal or no regulation. The sole statutory, quasi-judicial body set up for media regulation in the country is the Press Council of India. While it aims to preserve the freedom of the press and maintain and improve the standards of press in India, it has no way of imposing punishments or enforcing its directions for professional or ethical violations.

In the absence of any other government regulator, the focus has shifted to self-regulation by the media organizations, individually or collectively. Collective self-regulation has failed because it is neither universal nor enforceable. Individual self-regulation has also failed due to personal predilections and the prevailing of personal interest over public interest.

It is relevant to note that, to an extent, the most effective de facto media regulator happens to be the advertisers and sponsors who determine the bulk of the revenue stream of our media industry. Their aims and desired outcomes, however, might not align with public policy goals of the government or markers of public interests and may, instead, stand in opposition to them.

The common citizen, who is a consumer of media products, is thus faced with a piquant situation.

While economic deregulation has been the dominant trend of the recent past, it is premised on a dynamic market place with a system of independent regulation, especially competition regulation, to prevent cartelization, abusive behavior by dominant firms, and corporate transactions that derail the competitive processes in the market.

When the government, the polity, the market and the industry are unable to provide for full-spectrum systemic regulation that protects consumer welfare and public interest, who will step in to address the gap?

As we debate the issue of media regulation, the following aspects need closer scrutiny:

First, the objective of regulation in democratic societies such as the USA, France and others is to enhance diversity, competition, and localism among media outlets and to promote public interest with a focus on upholding constitutional values, protecting minors, and limiting advertising. Intrusive content regulation is minimized because those who are aggrieved can resort to legal means in the knowledge that the justice delivery system will address their grievances in a reasonable time period.

Unfortunately, the same cannot be said about our justice delivery system. The time taken to settle court cases deters individual citizens, and even corporate entities, from seeking legal options and forcing the search for alternative tools of administrative justice and facilitation for grievance redressal.

Second, we have not had an informed debate in the country on the issue of multiple ownership and cross-ownership nor a cogent national media policy that covers print, radio, television, cable, DTH platforms, video and film industry, internet, and mobile telephony.

In most developed countries, rules on cross-ownership and multiple-ownership are intended to prevent the emergence of monopolies and cartels and promote competition. Many States in India have a few media groups dominating both the print and electronic media. At the national level, we have seen the emergence of a handful of media conglomerates spanning the entire media spectrum. Its impact on molding public opinion, generating political debate, and safeguarding consumer and public interest is a moot question.

 

Third, India is among the few democracies without active media watch groups engaged in objective analyses of the media, discerning prejudices and latent biases, and subjecting the media to a dose of their own medicine. For an industry that has over fifty thousand newspapers and hundreds of television channels, systematic media criticism is non-existent.

What this means is that in the absence of government and industry regulation, even civil society has been unable to provide an effective de facto media regulatory mechanism.

Fourth, no discussion of media regulation can ignore the recent controversy over ‘paid news.' The last speech of Prabhash Joshi dwelt on this at some length.

We need to introspect whether the strategy of relying on advertisement rather than subscription as the main revenue source for media outlets has created a difficult set of ethical problems for the media industry as a whole. Once content ceased to be the revenue driver for a media outlet, the effort to leverage it as a direct revenue source began. The inability of the industry and the Press Council to go public with its report on paid news is also another pointer to the problems of self-regulation and the ‘culture of silence' in the entire industry when it comes to self-criticism.

Fifth, the structural biases of the development process have favored urban areas over rural ones, metropolitan areas over other urban areas, English-speaking over those speaking other Indian languages, the middle and upper classes over the others who constitute the vast majority of our citizens, and the service sectors over other areas such as agriculture.

These biases have prompted the media industry to resort to “sunshine journalism” where the focus is on the glass that is quarter-full rather than that which is three-quarters empty! When media portrayal is of a life that is always good, optimistic, going with the tide of those with discretionary spending power and their causes and pet themes, the role of the media as a defender and upholder of public interest is relegated to the background and its commercial persona takes over, replete with its allegiances to the market and the shareholders.

Sixth, no discussion of media regulation can ignore the slow erosion of the institution of the editor in Indian media organizations. When media space is treated as real estate or as airline seats for purpose of revenue maximization strategies, and when media products are sold as jeans or soaps for marketing purposes, editors end up giving way to marketing departments.

One might ask, if the situation is so stark, what can be the way forward?

A good starting point would be for all stakeholders of the media industry to realize that the ethical underpinning of professional journalism in the country has weakened and that the corrosion of public life in our country has impacted journalism.

It is for the journalistic community to take the initiative and seek to address the various concerns regarding the profession. At the same time, all categories of regulation or binding guide lines must be strengthened with a view to securing and defending the public good – by the government, the media organizations and the industry, civil society, advertisers and sponsors, and the audience and readership of the media.

We should not forget that vibrant journalism in a democracy is watchdog journalism that monitors the exercise of power in the state, stands for the rights and freedoms of citizens, and informs and empowers citizens rather than entertains and titillates them. Vibrant journalism always springs from the bedrock of professional ethics. Our media, and democracy, are fortunate that we have shining examples of journalists who not only embody the ethical dimension, but sadly, also laid down their life for the same.

Allow me to recall in conclusion a remark of the eminent American journalist of yesteryears, Walter Lippmann. The real danger to the press, he said, springs not so much from the pressures and intimidation to which it may be subject but from the sad fact that media persons can be captured and captivated by the company they keep, their constant exposure to the subtleties of power.

( This is an excerpt from Vice President M. Hamid Ansari's address at the Bhashayi Patrakarita Mahotsav 2011 organized by the Indore Press Club on July 15, 2011 to commemorate the 75th Birth Anniversary of the late Prabhash Joshi, the distinguished journalist.)