PRINT AND ELECTRONIC MEDIA

PRINT MEDIA

1. What is Print Media ?

Print Media is a medium that disseminates printed matter. The print media is composed of
newspapers, community newsletters, wire services, magazines, and other publications. Print
media uses physically printed media, such as magazines and newspapers, to reach consumers,
business customers and prospects.

2. History of Print Media

Ts’ai Lun, a Chinese official, is attributed with the invention of paper in A.D. 105. Forty
years later, Pi Sheng would invent the first movable type. It would take literally hundreds of
years later, in 1276, for printing to reach Europe in the form of a paper mill in Italy, and
another two hundred years until Johannes Gutenburg refined a method to efficiently print
books and pamphlets on his Gutenburg press.

Following the printing press, the next improvements in print media came through the
developments of different typefaces. In 1530, Claude Garamond opened the first type
foundry.

The late 19th century and the beginning of the 20th century were an important time for print
media and graphic design. Movements in style and technology would propel the print world
into the modern age.

In 1935 the electric typewriter came onto the market. After World War II, these typewriters
would become tremendously popular, in both the personal and business worlds, changing the
way people wrote forever. Some typewriters accommodated different fonts with
exchangeable cartridges, and offered variable leading.

Typefaces and fonts continued to evolve in the 20th century as the first extended font families
(which would include different variations of a particular font) were developed.

3. Advantages and Disadvantages of Print Media

 Advantages:

1. Targeted Marketing
Magazines, targeted newspapers, association newsletters all have content that is read
 by an audience of people who are interested in that topic. Your advertisement in that
medium can reach people who are already invested in learning more about your
subject.

2. Cost Effectiveness
Targeted print advertising can make your promotional budget more efficient and
effective as you match your message with the interests of a niche print medium’s
subscribers (nutrition, for example, versus nutrition for long-distance runners). Instead
of a strategy of “spray and pray” in which you try to reach the largest number of
people, use targeted print adverting to reach an interested audience less expensively.

3. Engagement
People surfing the Internet actually spend less than 15 seconds scanning a website.
But the person who subscribed to a magazine or newspaper made a conscious
decision to read it and they are more focused on your message.

4. Longevity
Unlike Internet ads, your print ad will be around long after the online ads have
disappeared. Magazines and other print publications may be on display in the waiting
rooms of doctors’ offices and other venues for months.

5. Credibility
You can buy a regional or local ad in national print media. When your prospects see
your book featured in a national publication, they view it with more respect than if it
was only featured online.

 Disadvantages:

1. Dullness

Printed media cannot capture the sound and movement required by an audience raised
on the audio and video of television and the Internet.

2. Lead Time

Because printed media involves production, information requires a lead time before it
ever reaches you. Our fast-changing world might make that knowledge obsolete by
the time it appears on the page and reaches your doorstep.

3. Material

At minimum, printed materials require paper, which is harvested from trees; and ink,
which comes from chemicals. Both require time-consuming and expensive processes
to make.

4. Waste
 After you read printed media, you're left with material that you need to throw away.
This waste continually accumulates in our landfills.

ELECTRONIC MEDIA

1. What is Electronic Media?

Electronic media are media that use electronics or electromechanical energy for the end user
(audience) to access the content but do not require electronics to be accessed by the end user
in the printed form. The primary electronic media sources familiar to the general public are
video recordings, audio recordings, multimedia presentations, slide presentations, CD-ROM
and online content. Most new media are in the form of digital media. However, electronic
media may be in either analogue electronics data or digital electronic data format.

Although the term is usually associated with content recorded on a storage medium,
recordings are not required for live broadcasting and online networking.

Any equipment used in the electronic communication process (e.g. television, radio,
telephone, desktop computer, game console, handheld device) may also be considered
electronic media.

2. History of Electronic Media

The beginning of the information highway can be dated back to 1968, when the U.S.
Department of Defense created the first network for mainframe computers to communicate
with one another. Then, university professors used that kind of networking and further
extended its application to private and public companies.

The Internet was started by Mosaic, developed by a student at the University of Minnesota. It
evolves to include hypertext links, graphics, audio and video features integrated on the Web.
Through browsers, readers are able to view unlimited source of information anytime and
anywhere they want.

3. Advantages and Disadvantages

 Advantages:

1. Speedy transmission:  It requires only few seconds to communicate through

electronic media because it supports quick transmission.
 2. Wide coverage: World has become a global village and communication around the
globe requires a second only.

3. Low cost: Electronic communication saves time and money. For example Text

SMS is cheaper than traditional letter.

4. Exchange of feedback: Electronic communication allows instant exchange of

feedback. So communication becomes perfect using electronic media.

5. Managing global operation: Due to advancement of electronic media, business

managers can easily control operation across the globe. Video or teleconferencing e-
mail and mobile communication are helping managers in this regard.

 Disadvantages

1. Volume of data: The volume of telecommunication information is increasing in

such a fast rate that business people are unable to absorb it within relevant time limit.

2. Cost of development: Electronic communication requires huge investment for

infrastructural development. Frequent change in technology also demands for further
investment.

3. Legal status: Data or information, if faxed, may be distorted and will cause zero
value in the eye of law.

4. Undelivered data: Data may not be retrieved due to system error or fault with the
technology . Hence required service will be delayed

5. Dependency: Technology is changing everyday and therefore poor countries face

problem as they cannot afford new or advanced technology. Therefore poor countries
need to be dependent towards developed countries for sharing global network.
 PRINT MEDIA V. ELECTRONIC MEDIA

PRINT MEDIA

 Choice of reading – Allows user to read anytime and can be carried anywhere.
 A much affordable form of media when compared to electronic.
 For an individual, it’s quite an easy proof for any sort of information – People
specially living in rural areas can easily afford a newspaper as compared to TV’s etc.
 Relatively easier form of accessibility public for campaigns etc.
 It is your choice to access the media at any time, not like in electric media where a
program is telecasted at a certain time.

ELECTRONIC MEDIA

 A more advanced form of media.

 Introduces more revenues and job opportunities.
 Relatively a more innovative form of media. Thanks to motion pictures, animation
etc.
 A variety of options available unlike print media. People can surf through different
channels, site etc.
 Very appropriate for immediate broadcast like for instant POLLS reviews of public.
 Works better for people with hearing and seeing disabilities.
 Can be reached faster and can be made LIVE.