Print media’s main contribution is through
keeping people updated about the latest news on topics such as politics,
economics, sports, agriculture, forest, fishers, stock market and weather
update etc. Newspapers, however, continue to face challenges and competition in
their role as bearers of news in the information technology age. Despite the
challenges, newspapers are doing excellent work through performing the job of
giving the people what they want to know with clarity. In other words,
newspapers are committed to operate in the public interest.
This “time sensitive print media” is the oldest
form of mass communication. It comes in a wide variety of options. The most
commonly circulated forms are newspapers, magazines and fliers. The content of
the pieces varies, and the products are distributed using different timelines
and in different amounts.
The content communicates the
news, the retail sales or whatever message the sender is trying to covey to the
intended audience. However, its effect of advertisement is purely based on its
content.
No doubt, it still is one
of the strongest medium of mass communication.
But, the internet
revolution has adversely affected newspaper-reading, hence, keeping it under
extreme pressure from electronic competition.
Yes, it’s true that the
digital age is going too far too fast and is able to attract a large number of
internet and social media users resulting in a decreased-audience for the print
media unfortunately. But if Print can survive the Radio & TV, it’s likely
to survive the digital age too.
A large majority of the
older folks is still interested in enjoying benefit of print media for its
tangibility . In other words the hard copy is palpable.
Looking closely, one
notices that with the rise of smart phones, tablets, and internet data access,
much of digital content distribution and viewing cost keeps shifting to the end
consumer whereas in most print these costs are still borne by the publisher and
marketer.
Types of print media: A weekly is published once a week and a monthly
once a month. A fortnightly is published once in two weeks. A bi-weekly is
published every two weeks. A tri-monthly is one which is published every three
months. These are also known as quarterlies. Then there are certain
publications that come out only once a year which are called annuals.
Admittedly, preparation of printing is difficult
and time consuming. Due to this very factor, the print media has become a less attractive
source of information over the years. Products are to be designed; the text
needs be written and thoroughly checked for errors before it’s printed. Once
the copies are printed, they are posted for mail delivery, dropped off at
newsstands for purchase or delivered to offices as well as to the readers’
residences.
Problem with the newspaper is its limited-validity (on
daily basis) based on its freshness as it has to be read on the same day. No
one wants a day old paper.
Other problem:
Frequency of distribution is a key characteristic of print media. Some
publications that contain time-sensitive information such as newspapers and
magazines can be distributed daily, weekly, monthly, quarterly and even
annually. Other media such as newsletters, booklets and pamphlets can be
distributed as needed for individuals to pick up at their own discretion.
Advantages: Print media is a type of communication that
comes in many forms. Messages can be sent out and printed on fliers, in
newspapers, billboards and magazines. Once the pieces are printed, they are
distributed to their proper audience. The communication can be used to send the
updated information on promotions or news or events without bias. From a
business perspective: Things have shifted, mass-media has shifted to digital
and printing companies cannot dwell on things that worked in the past. Print
marketing is the new non-traditional media. The rarity and physicality of print
is making a comeback with consumers who are tired of online ads. Increasing the
return of investment (ROI): There are a couple of ways one
can use print to increase ROI. http://homebusinessmag.com/marketing/advertising/increase-roi-print-media/-------Not only is ROI better, but print advertising
still shows promise for non-profits, small businesses and more.
(www.cgtmarketingllc.com); it illustrates some more information about the
benefits still being seen by Print Ads despite the industry-wide push for a
more digital focus.
If print is made available to advertising media,
then return on investment (ROI) is bound to flourish. . Research has shown that
adding print to the advertising media mix will increase the ROI of the overall campaign. Print media will also enhance
the ROI of TV or online in the mix.
Truly speaking, the effective marketing campaign works
excellently when print is used with other media as one element of an integrated
solution. Despite the print being
under extreme pressure from electronic competition, people continue to be
addicted in enjoying the print. And, it will be very costly for advertiser to
market their product or brand every day on the newspaper.
Fact: Many print-based
media outlets offer deals to brands that tie sales of online ads to the print
version.
As some
area printing presses move their production lines outside of their local
businesses, reading population gets curious about the future of print-media,
however, newspaper businesses claim to be transitioning with the new age of
digital media.
Fact: Let’s not forget that newspaper circulation
has been varying from year to year, yet the ethnic newspapers continue to enjoy
a fairly good circulation especially for their being of multi lingual nature.
Having successfully completed 16 years, the
Bi-lingual Miracle News continues to remain as one of the best examples as paper in print.
However, for the convenience of its readership, the Miracle News is also
available online. The paper has been providing its intended audience with the
latest updated information regarding all relevant areas including the news
analysis, opinions and commercial Ads both in English and Urdu sections
respectively.
Quote: "Sometime in the future, we will discover
that paper is a miraculous product that enables communication and recycles back
to paper."
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