Media Studies

Assignment 1

A report on world history of print media with special

reference to growth of print media in India
Submitted to: Mr. Freddie Majaw
Submitted by: Adya Manishi
MFM/21/449
It all began simply. Ts’ai Lun, a Chinese official, is attributed with the invention of paper in A.D.
105. Almost 40 years later, Pi Sheng invented the first moveable type. After hundreds of years,
printing finally reached Europe in 1276. In the 15th century, print media revolutionized the
world. With the development of printing as a mode for dispersing information, print as well as
mass media were enhanced and developed. As a result of the Industrial Revolution, printing
machines became larger and manual labor was drastically reduced, including the first all-cast-
iron printing press invented by Lord Stanhope. It was in 1935 when electric typewriter came in
the market and became immensely popular after World War II, changing the way people wrote.
Some typewriters accommodated different fonts with interchangeable cartridges and offered
variable leading. (Rinas, 2015)

There is a decline in the print media industry. Over the past few years, newspapers in
developed markets have lost customers and advertisement revenue to alternative media. It's
important to understand, however, that printing in India is an entirely different business than in
most developed countries. Not only has it survived the rough times, but it has also continued to
grow.

Although digital penetration is increasing, certain factors have helped Indian print media shrug
off declining trends globally.

1. The print media industry has a cost advantage. Since most people in India can afford
newspaper covers, the prices are low. They cost about ₹200 a month, which is about the
same cost as a US newspaper every day, according to Ficci-EYEY.
2. Print media's credibility and paper reading's popularity have supported and grown the
segment. Print news, which is well-researched and reliable, remains a popular option
among readers despite the young population's shift to digital platforms.
3. In India, the distribution model is unique. You can buy a newspaper at home for up to 10
rupees per day, depending on the cover price. Globally, the price is much higher. The
reason for this is that labor costs are higher in developed countries, resulting in fewer
readers accessing newspapers in public places.
4. Newspapers and magazines in India are dominated by vernacular media. Multiple
editions of regional newspapers help reach a wider audience. One of the largest regional
newspaper groups in India is the Dainik Bhaskar group. There are 46 Hindi editions of
the paper, nine Gujarati editions, and six Marathi editions. (KS, 2019)

Approximately 18 percent of the Indian media and entertainment industry's revenue is

generated by print media. Advertisements account for about 70 percent of revenue. India's
print media sector has more potential for growth, but it's not without challenges. The rapid
digitization of content and fluctuations in paper costs impact players regularly. To retain
readers and ad revenue, print publishers must adapt to a fast-changing environment.
Value of the print industry in India from 2007 to 2021, with estimates until 2024(in billion
Indian rupees) (htt1)