History of Industry of Newpapers and Magazines
The modern newspaper is European invention. The oldest direct ancestors of the modern newspaper were using the handwritten news sheet that circulated widely in Venice as early as 1966. These weekly newspaper sheets were filled with information on wars and politics in Italy and Europe. The first printed newspapers were published weekly in German from 1609. Typically they were heavily censored by the government and reported only foreign news, and current prices. After the English government relaxed censorship in 1695, newspaper flourished in London and a few other cities including Boston and Philadelphia. By the 1830s high speed presses could print thousands of newspaper cheaply, allowing for low daily costs.
The first Indian media was established in the late 18th century with newspaper Hicky’s Bengal gazette, founded in 1780. August and louiselumiere moving pictures were screened in Bombay during July 1895; and radio broadcasting began in 1927. Indian media private media in particular have been “free and independent” thorough most of their history. The period of emergency (1975- 1977), declared by prime minister Indira Gandhi was the brief period of India’s media was faced with potential government retribution.
Growth and Development of Industry
The Newspaper industry is comprised ofa diverse group of media companies. This group is best described as mature. Many of its member mainstay gazettes have long publishing histories and names recognized in households across the country. NEWSPAPER is an essential infrastructure for economic development and hence for the improvement of the quality of human life. The use of newspaper is in different activities like social and economic, and gathering information and knowledge. From these the highest use goes to social activities. It is used for saving time and expenditure in social and financial contexts. In India people are interested in reading newspaper.
- Despite the hold the television industry has on the country, it is the print press which is attracting more advertisers, making up 47% of the overall share.
- In the past year alone, advertising spend for the print media worth $2.86bn
- A recent industry analysis from KPMG and the federation of Indian chambers of commerce and industry (FICCI) suggested that the value of the Indian newspaper industry grown by two-third in the past six year.
- In 2005, the total industry was worth $2.64bn. This rose to $4.37bn in 2010.
- It is predictable to continue to rise at an annual rate of 10% between 2011 and 2014.
- The localization of content and introduction of specific pullouts, such as wedding supplements and woman’s section is reason why newspaper 11 continue to pull in advertiser, says Mr. D’souza more than 107 million copies is circulated daily across the in India 2009, according to the world association of the newspaper, its estimated that one in every five daily newspaper in the world is published in the century.
- While any newspaper markets have been hit by the growth of online journalism the outlook for the Indian Print media remains buoyant.
- The figures on the numbers of newspaper in India vary greatly, but its believed there are thousands rather than hundreds of them in the country, with many more addition being added all the time.
- One of the key reasons is low penetration of the internet outside large urban centres.
- “India is considered among those developing company that will last see the wrath of digital penetration because internet penetration is still nascent and consumer migration has not yet happened” says KPMG.
- In the west, the rise of the internet has been a driving factor in demise of many print editions.
- Paul Giling who runs the website newspaperdeathwatch.com says by one count he show more than two hundred weekly close in US in 2009 alone.
- While they are growing considerably and ranking in the profits if India’s rapid expamsioin, the newspaper in the country are aware of the imminent threat posed by the web
- “internet penetration is still relatively low but that will soon change.” Says Mr. Padmanabhan.
- “Every newspaper realizes there’s a lot more competition than there was before.”
Starting from woodblock printing in 200CE to digital printing that is currently in use, printing has definitely come a long way. It is a process of using ink on paper to show images and text by using printing press. The primary use of print media is to spread information about daily events and news as it is the fastest way to reach the public. Apart from that, it provides a lot of entertainment to the readers. It may be magazine or newspaper that covers all the stories and articles that generate a lot of interest in the minds of the public. Another important use is that of advertisement, as print media is quite inexpensive and can target a huge population at once.
Newspaper: Newspapers are the most popular form of print media. They are generally delivered at home, or are available at newsstand, and it is the most inexpensive way to reach a huge mass of people quickly.
Different types of newspaper cater to various audience, and one can select particular category accordingly. A newspaper is divided into various segment containing current events, sports, foods, entertainment, fashion, finance, advertisement, informative article, and so on. The advertiser, in this case, can choose from a daily newspaper to a weekly tabloid. Advertiser design press advertisements, wherein the size is decided as per the budget of the client.
Newsletter: A newsletter is a publication that mostly covers one main topic. Sometimes, people have to subscribe for the newsletter, or many a time, they are even free. Newsletters are generally used as information sources for neighborhood, communities, and groups having an interest about that particular topic, or event. They are also used for promotional purpose, political campaigns, or for causes.
Newsletters are also used in many schools as a communication tool for parents, which give them information about what is new in the school. Many companies make use of newsletters as a marketing strategy to provide all the information to customers and employees. Magazines provide detailed articles on various topics like food, fashion, sports, finance, lifestyle, and so on. Magazines are published weekly, monthly, quarterly, or annually, and many of them are sold all over the world. Advertising in magazines costs a bit more, but it is a great way to target some market segments. The ads in the magazines need to be eye-catching, yet simple and elegant. Make sure you do not put too much information to herd the page, in that case, you can provide web details for more information. The advertisements and magazines subscription fees are the fund providers for the magazines.
Banners at many places are made of cloth or paper and are used to a how slogans, logos, or some messages. It is also used for advertising brands in exhibitions, giving out the names of products, or services that are being provided. Like banners, posters also come under the category for the same purpose. Communication details are also an important part of these banners. Posters are mostly hung at a height and are made attractive so as to catch the attention of the passerby. The primary use of posters can be seen in political campaigns. Both banners and posters are customized and include text as well as graphics-that too in a huge size so that the message is seen from far. It is a self-made form of advertising.
Billboards have mostly become digital, but they qualify under the category of print media-after all. The advertisements are printed on the billboard. These include text and graphic- mostly as a combination- so as to make it more appearing. Billboards have fixed locations and are huge in size so that it can be seen and read from a long distance. Billboard advertisements are the most list in the print media category. The price depends on the size, location of the billboard, mostly on the duration of the advertisement. Apart from advertisements, a lot of promotional activities are also done by making use of billboards. Even though it costs a lot, it helps in targeting all the market segments.
Books are the oldest form of print media that are used as a way of communication and information piece. They give an opportunity to writers to spread their knowledge about a particular subject to the whole world. They are a diverse platform comprising varied topics that include literature, history, fiction stories, and many more, that not only increase our knowledge but also entertain us. A book is actually a collection of many printed pages, which are later bound together. After printing was invented, books were printed giving knowledge of various sectors to the world.
A brochure, also known as pamphlet, is a kind of booklet that contains the details of the company, or organization. Generally, brochures are for takeaway, so as to keep the brand in the mind of the audience. They are distributed in exhibitions, or shops in which particulars of the product, or service of the company are provided along with communication details. It is very necessary that the brochure contains all the required details of the product or service with terms and conditions along with the charges. Brochures generally consist of two or three folds of glossy and colorful sheets with some nice presentation. They are mostly distributed by hand, sent by mails, or you may find them at brochure racks as well. A normal flyer is also a part of print media. Some of the big companies may not use this type for advertising of targeting the market, but for small organizations, it can be very useful and help in generating business. A flyer should always be crisp and eye-catching so that it attracts people’s attention. Flyers can be distributed in exhibitions, or can be put on walls of colleges and schools, depending on what kind of audience an organization is looking for. Printing of flyers is also inexpensive, and so, a stack can be distributed in the neighborhood, or at signals. They are commonly used for advertisements, or at local events and parties.
Demand Determination of Newspaper
Print readership in India jumps 4.4% to 425 million in two years: Report While Hindi and regional dailies grew at 3.9% and 5.7%, respectively, English newspapers saw a 10.7% growth, though on a small base The Indian Readership Survey (IRS) data released for Q1 of 2019 reveals that the overall readership of newspapers has grown from 407 million readers in 2017 to 425 million readers at the end of the first quarter of 2019. The report was released by the Media Research Users Council (MRUC) on Friday. While Hindi and regional dailies grew at 3.9 per cent and 5.7 per cent, respectively, English newspapers saw a 10.7 per cent growth, though on a small base.
Hindi dailies had 186 million readers, while regional readership stood at 211 million in IRS Q1 2019. English newspaper readership went up from 28 million to 31 million between the 2017 and Q1 2019 surveys. Total readership of magazines was up 9 million to 87 million, according to the latest IRS data, while business dailies too reported a healthy growth. The report is based on a rolling average of the data from last three quarters of IRS 2017 and one fresh quarter from IRS 2019. The sample size for the latest IRS was 324,286 households. The consumption of online newspapers also saw growth. In IRS 2017, 4 per cent of the total universe consumed online newspapers, while in IRS 2019 the number has grown to 5 per cent. The growth is led by New Consumer Classification System A1 where 27 per