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Topic- Print Media Subject- Advertising in Contemporary Society Presented byDrashti Gosalia Khooshali Kalyani Urvisha Parmar Sneha

Shetty 15 20 36 52

Introduction to Media:History of communication
It is noted that human beings started to speak about 60,000 years ago and started to write some 5,000 years ago. If we do not take into account all the attempts of publishing by relief method in China, then people started to publish some 600 years ago. Radio was invented some 110 years ago, television about 80 years ago. Internet was born about 45 years ago, and mobile phone, the way we use it now, was given patent right some 30 years ago. It is clear that new technology is coming into play more frequently now. This plays a significant role both in the content and form of communication. Before we discuss that, let’s take another quick look at the brief history of print media in India.

Definition of Print Media
The industry associated with the printing and distribution of news through newspapers and magazines. It is a written means of circulation of information in respective languages through which public is provided with day to day updates.

the Bombay Herald appeared. followed by the Bombay Courier next year (this newspaper was later amalgamated with the Times of India in 1861). 1780. Kannada. The first Hindi newspaper. Urdu and Bengali. with the publication of the Bengal Gazette from Calcutta.Print media History Indian print media is one of the largest print media in the world. Assamese. In 1789. Marathi. The first issue of this daily was published from the Serampore Mission Press on May 23. The first newspaper in an Indian language was the Samachar Darpan in Bengali. In the same year. the first newspaper from Bombay. Oriya. 1818. James Augustus Hickey is considered as the "father of Indian press" as he started the first Indian newspaper from Calcutta. Tamil. The history of it started in 1780. the Calcutta General Advertise or the Bengal Gazette in January. . Ganga Kishore Bhattacharya started publishing another newspaper in Bengali. 1822 the first Gujarati newspaper the Bombay Samachar was published from Bombay. the prominent Indian languages in which papers have grown over the years are Hindi. the Oodunt Marthand began in 1826. Since then. Malayalam. the Bengal Gazetti. Telugu. On July 1. which is still existent.

circulation and readership. It audits the paid-for circulation of the member newspaper companies. . Circulation Circulation is certified by the Audit Bureau of Circulations which is an industry body. The Indian Readership Survey (IRS) and the National Readership Survey (NRS). Readership Readership is estimated by two different surveys.Metrics Newspapers in India are measured on two parameters.

09 56.88 78. West Bengal 11.04 ashtra Mumbai and other cities[4] Chennai & other cities 71.54 21. Mahar 71. Newspaper 1 2 3 4 5 6 Dainik Bhaskar Lokmat The Times of India The Hindu Eenadu Langu age Hindi Marathi English English City.78 52.47 Various cities Malaya in Kerala and a 66.09 72.30 35.16 9 10 11 12 Vijaya Karnataka 34.8 IRS 2010 Q3 (Lakhs) 134.05 61.77 8 Sakshi Various cities in Telugu AP & major 54.69 Various cities in Telugu AP & few other 62.52 Deccan Chronicle Ananda Bazar Patrika 7 Bengali 64.78 Marathi.73 a major cities in India 33. State Various cities and states IRS 2009 R2 (Lakhs) 128.There is a list of the top 12 newspapers in India by daily circulation.61 10.78 lam few other cities Gujarat Ahmedabad.49 Hindustan Times English New Delhi Mathrubhumi Gujarat Samachar .17 66.56 cities in India Various cities Kannad in Karnatakaand 32.24 cities English Hyderabad Kolkata. i Gujarat 52.42 21.74 62.

The next reason being localization of news. Increase in the literacy rate has direct positive effect on the rise of circulation of the regional papers. The people are first educated in their mother tongue as per their state in which they live for e. a telugu daily started by Ramoji Rao who pumped in so much money into his media empire. this is one of the reasons that people get to read the news in regional language and it’s easy for them to understand it. Malayala Manorama has about 10 editions in Kerala itself and 5 outside Kerala and 2 abroad. Even Advertisers saw the huge potential of the regional paper market. Indian regional papers have several editions for a particular State for complete localization of news for the reader to connect with the paper. students in Maharashtra are compulsory taught Marathi language and hence they are educated in their state language and the first thing a literate person does is read papers and gain knowledge and hence higher the literacy rate in a state the sales of the dominating regional paper in that state rises.g.Regional Distribution The Indian language papers have taken over the English press as per the latest NRS survey of newspapers. The second reason being the marketing strategy followed by the regional papers. partly due to their own research and more due to the . Third reason being the growing literacy rate. beginning with Eenadu.

There are various different types of print media. . The modern advertising techniques make use of many ways to convey messages to the consumers. Here’s a quick look at some of the various types of print media. which help advertisers to target a particular segment of people. Print media also remains to be one of the most popular forms of advertising because it can reach a wider target audience. Print media however. is one of the oldest forms of advertising methods.efforts of the regional papers to make the advertisers aware of the huge market.

direct mail marketing. billboard advertising. Newsletters: Newsletters also form an important part of print media.Types of Print Media:Newspapers: Newspapers are the most popular forms of print media. handbills/leaflets. These target a specific group of audience and give information on the product. press releases etc are all the various types of print media . Apart from these media. banner advertising. The advertiser in this case can choose from a daily newspaper to a weekly tabloid. Brochures: Brochures give detailed information about the product. Magazines are one such form of print media that give a more specific target group to the client. Advertisers then design press advertisements where in the size is decided as per the budget of the client. Magazines: Magazines also offer advertisers an opportunity to incorporate various new techniques and ideas. These are mainly distributed at events or even at the main outlet when a consumer needs to read in detail about the product. flyers. The client can make a choice of the particular magazine as per the product. Different types of newspaper cater to various audiences and one can select the particular category accordingly.

There is a limitation in terms of the kind of people who may actually read your message. Certain forms of print media have loyal readers.Advantages & Disadvantages of Print Media Advantages:  Disadvantages:      Different types of print media have a loyal readership. This can be very useful for advertisers as compared to advertising on the Internet. Newspapers for example. You can choose the size of the advertisement space. This medium may not always give you a wide reach. Internet. can target a global audience. Magazines and newspapers are always in the eye amongst public. are amongst the public eye only for a day. on the other hand. This would guarantee you added readership. . it can be done with ease through print media. The shelf life of any particular print medium is limited.     The cost incurred can sometimes be expensive considering the medium you choose. The particular newspaper may not actually be accessible every time to your target group. You may have to plan months in advance to advertise in print media. This will help you to plan the budget of the expenses to be incurred while advertising. If one is targeting a particular geographical area.

printing in high quality. There should be what is called ‘value for money’. Print media has to be utility oriented. which can be utilized. Readers should feel. especially in newspapers and news magazines. attractive lay-out.” Print media can provide the meaning and context – in short understanding of any event or issue better than all other media. “Journalists should set agenda for the readers. As A.How to increase readership: There are some basic matters like the writing must be good. Journalists should provide the meaning and understanding to the readers. Today when people have more choices a sloppy product has no chance of independent survival. Chief Editor of Business Standard says. It should provide a platform for informed level headed debate. ‘What’ is increasingly been told and shown by radio and television? Print media should attempt to tell “why” and “what next”. Journalists must utilize this opportunity. . More important than that is the way content is represented in print media.Bhattacharya. They should take the initiative. Print media has the potential to provide understanding to the readers. If they do not do that then the initiative is usurped by vested interests. ah! This is what I wanted to know. That is the strength of print media.K.

What does he/she wants and needs from the newspaper/periodicals. . Indian Newspaper Ad sales have been growing constantly over last 5 years.There should be more productive interaction with the readers in several forms to know what his/her information need is. In contrast.

Even if the world comes to the best discovery for conveying the news to public. Print media provide the kind of optical and tactile pleasure that no other media can match. It is also easier to print than to shoot the same things. There is significant scope for growth for print media in India. 359 million people who can read and understand any language do not read any publication. It is not just affordability that is a constraint. It is good once in a while to listen to a blogger. According to NRS 2006.Reading v/s Visualizations How do we cope with the change? First. news paper will be the most convenient way. since 20 million of these literate non-readers belong to the upscale segments. Print media Vs Electronic media 30 36 32 56 . It is functionally convenient too. But when it comes to credibility there is none to beat an established newspaper. Reading has always been better than watching. we have to know the strong points and scope for growth. Reputation of newspapers for credibility is impeccable.

It is one of the biggest threats to the future of print media. This fact is vindicated by NRS 2006 findings.Problems with Print Media The most dangerous problems faced by print media in India are that some groups are reading less. Print media has to build on its strength and discover new areas of influence and revenue generation. It refers to someone who. It has to learn the new language of local and global. . Newspapers are losing readers in 15-25 age categories due to television and internet. although to be able to read. We may term it as rise of illiteracy. which says time spent in reading has remained the same: 39 min daily on an average per day over last year. per paper readership is falling. Although total circulation of newspapers and periodicals has increased. is uninterested in reading and uninterested in literature.

Is print media dying?? Ever since the first murmurs of electronic media. who wins? Nobody actually. publishers too come up with a deluge of books and new magazine titles pop up from nowhere everyday. and the infinite Internet. people and even experts felt that nobody would get the time for or feel the attraction of the written word. be it the newspapers or books. everybody felt that newspapers would become obsolete. Consider this – the circulation figures of major newspapers around the world have only increased over the years. print media has always felt an undue threat. And now the Internet is seemingly up against the vast and widely spread print media. where every media is fighting for attention. There is a little bit of appeal for everyone in every media. the ease of use and the reach of every media. When the radio came in the early 1930s. the print media too. In this deluge of information. has been able to hold its own. there are thousands of TV channels. Alternatively. first from the radio and then from television. . even more radio stations. Each media has managed to create its own time and space across cultures and around the world. they all have managed to create a specific target audience or readership for themselves. However. Thanks to the distinct features. But everyone was wrong. When television came in the 1950s.

Information. You type in what you want. it is a fact that the success of any media tells upon another media. the TV or radio. and serious business – all these things can be found in every media now. . This quick deluge of information suits many of people who are hard pressed for time and because of this very few people get the time to read. And nobody might ever win it completely ever. entertainment. which has shortened our attention spans. it is the print media which seems endangered. There lies the competition. Where do the rest of the 90 percent go? They turn to newspapers. There are now online editions of most standard newspapers. But. So in such a scenario. is it just the print media that is dying? Is it not TV and radio too? Although. It’s true we are bombarded by images and sounds from various electronic media. it is only a matter of time till the fast-spreading Internet is accessible to the rest of the people and a majority will look to it for most of their needs. and you get the results in milliseconds – in whatever form you want. where knowledge is literally at your fingertips. Everyone wants content in a flash. fun. Now it is only left to the audience to choose what suits them. But how many people have access to the Internet? 10 percent of the population in India and just 8 percent over the world. It is only a tug of war going among these. where the centre gets oscillated between the ends. knowledge. which nobody has won yet. The Internet has proved to be the most effective media here. This is also the reason you have ebooks now.

The bottom-line is if the print media continues to adapt to the changing media habits of people and corner its target readers well. And it ought to do that for its good. TV is getting interactive. radio is getting gripping. newspapers and books are trying to get more attractive with the incorporation of visuals and graphics and interactivity to some extent. and all of them together are going online. there is a feeling that even if it fails in that. Somehow.Each has been devising ways to deal with the plus points of the other. Adaptability is crucial for existence. the power of the written word will always be supreme. . it will survive.


. Both dailies enjoy strong brand recognition among readers as well as advertisers. HT Media operates 19 printing facilities across India with an installed capacity of 1.7 million to their credit. innovation and integrity. Produced by an editorial team known for its quality. To cater to the large readership base.Introduction to Hindustan times Hindustan times stands 16th in the top 31 newspaper in India`s circulation HT Media found its beginning in 1924 when its flagship newspaper. Hindustan Times and Hindustan have a combined daily readership base of 12. Hindustan Times was inaugurated by Mahatma Gandhi.5 million copies per hour. HT Media has today grown to become one of India's largest media companies.

Reddy. Maulana Mohammad Ali. K. M. Dr Saifuddin Kichlu and Rubi Wasto. Ruchi Ram Sahni. Bernard Haton. T. Harinder Nath Chattopadhyaya. F. including Devdas Gandhi and Khushwant Singh. Nihal Singh. Sanjoy Narayan. 1924 Hindustan Times got inaugurated by the father of the nation Mahatma Gandhi Ji. It contained writings and articles from C. The first issue was published from Naya Bazar. . St. The opening ceremony was performed by Mahatma Gandhi on 15 September 1924. 1941" at Allahabad High Court. It was edited at times by many important people in India. R. C. It has its roots in the Indian independence movement of the first half of the twentieth century and even faced the noted "Hindustan Times Contempt Case which took place from August till November. Recently the editorial page has seen a major makeover and has been named "comment" to bring in more flexibility and somewhat less seriousness to the page. Delhi. Panikkar was its first editor with Devdas Gandhi on the editor's panel.History September 26. Vaswani. L. Andrews. It’s a daily newspaper being a broadsheet as its format. has been appointed the editor in chief of the paper and was due to take over in August 2008.n etc.

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It comes in a unique magazine format. lifestyle etc. stories and read-through. celebrity talk. Relationship. Fashion. books & movie reviews. Cars & Bikes. travel. There are 32 pages of entertainment package on a Daily basis Mon-Sat. 22 to 40 years. Brunch The readers of HT wake up to Brunch every Sunday morning. Brunch comes every Sunday in a unique magazine format . fashion. the supplement has lots to offer. It covers stories spanning across topics like food. The core TARGET GROUP is 16 to 29 years. Food. Hollywood & Celebrity Scan. shopping. It has contents ranging from Plug & Play. It is defined as an offering that caters to everyone from a child to an adult. Body & Soul. Television. SEC A. Bollywood. Gossip. Page 3 parties. The gamut consists of In-depth coverage on daily Lead story. This universally appealing brand has the core target group vested amongst Males & Females. On Sunday the number of pages are 24. Both males and females have strong brand affinity for HT Café. CAFÉ PULLOUTS addresses to various different reader palettes. health and wellness. 48 Hours to Fun & Games. Away & Beyond.HT Café HT Café offers a bouquet of interesting articles. with 8 pages of pull-outs.

This weekly glossy supplement covers lifestyle of the Rich and Famous. The magazine unearths trends around luxury in India. tech talk. scholarships. Splurge has become a household name when it comes to ‘celebrating luxury’.HT Horizons HT Horizons offers the much needed guidance and mentorship to the students. The core target group for this supplement is 22 to 40 years. which really helps them in the wake of intensifying competition. Horizons is a supplement dedicated to serving the needs of not only student community from 10th to post graduates. The supplement is a source of comprehensive info around Career options. Mock exams. . Exam Tips. hostel life It’s a one-stop guide to the students to prepare for their most exciting phase in life Splurge True to its name. It features information around premium brands not only in India but around the world and equips reader with knowledge of various luxury events and happenings. admission alerts. but also the parents who are ever entangled in the cobweb of their child’s future. Campus decisions/policies. Splurge cuts across gender and is well appreciated by males and females alike.

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