Tuesday, February 14, 2017

Print Media’s Uniqueness is its lifeline

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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