Print Me­dia’s Unique­ness is its life­line

The Miracle - - Editorial -

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. 1ews­pa­pers, 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 e cel­lent 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. 1o 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 e treme pres­sure from elec­tronic com­pe­ti­tion. es, 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 T , it’s likely to sur- vive 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 Tuar­ter­lies. 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 te t needs be writ­ten and thor­oughly checked for er­rors be­fore it’s printed. nce 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 lim­it­ed­va­lid­ity on daily ba­sis based on its fresh­ness as it has to be read on the same day. 1o one wants a day old pa­per. ther prob­lem: FreTuency of dis­tri­bu­tion is a key char­ac­ter­is­tic of print me­dia. 6ome pub­li­ca­tions that con­tain time-sen- sitive in­for­ma­tion such as news­pa­pers and mag­a­zines can be dis­trib­uted daily, weekly, monthly, Tuar­terly and even an­nu­ally. ther 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. nce 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 R I : There are a cou­ple of ways one can use print to in­crease R I. 1ot only is R I bet­ter, but print ad­ver­tis­ing still shows prom­ise for non-prof­its, small busi­nesses and more. www.cgt­mar­ket­ 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 R I is bound to flour­ish. . Re­search has shown that adding print to the ad­ver­tis­ing me­dia mi will in­crease the R I of the over­all cam­paign. Print me­dia will also en­hance the R I of T or on­line in the mi . Truly speak­ing, the ef­fec­tive mar­ket­ing cam­paign works e cel­lently when print is used with other me­dia as one el­e­ment of an in­te­grated so­lu­tion. De­spite the print be­ing un­der e treme 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 1 years, the Bi-lin­gual Mir­a­cle 1ews con­tin­ues to re­main as one of the best e am­ples as pa­per in print. How­ever, for the con­ve­nience of its read­er­ship, the Mir­a­cle 1ews 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. uote: 6ome­time in the fu­ture, we will dis­cover that pa­per is a mirac­u­lous product that en­ables com­mu­ni­ca­tion and re­cy­cles back to pa­per.

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