In an increasingly digital world, the fate of print media is often called into question. Does the rise of mobile and internet mean the death of newspaper and magazine ads? The answer might be more complicated than you think.

Print media is naturally seeing a sharp decline due to the rise of digital. However, there are still channels where print not only makes sense, but can engage audiences more effectively due to its secure and intimate nature. And don’t underestimate the power of combining digital and print media.

Below, five communications executives from Forbes Communications Council offer their predictions for where print media will go from here.

1. The Law Of Diminishing Returns

I think Tim Wu really nailed it on NPR recently: It’s all about “the quest for clicks.” Digital and mobile mediums are steamrolling away the print world. As our society continues to grow its percentage of web-born youth, that print number only declines more and more. In the not too distant future, every billboard, every bus ad, every news source will be read/seen/watched digitally.

2. An Integrated Approach

Mixing print media with a fully integrated approach has been successful with our construction executive buyers, leading to larger enterprise partnerships. Combining social, native, digital and other lead-generation efforts to saturate the audience will help tell the complete story and reach the audience where they feel comfortable interacting with the brand.

3. The Answer To Security Fears

Digital content is beloved because it is easy to produce, syndicate, pivot, measure and demonstrate ROI. But in a world where businesses are limiting access to some digital content for fear of cyber attack and security vulnerabilities, the idea of evolving print media to include features like augmented reality or other digital enhancements might become an attractive option.

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Print media is classified as anything that is in print and is also used to inform the public. The most prominent forms of print media are newspapers, books, magazines, direct mail, and yellow pages. Outdoor advertising like billboards and transit posters are different types of print media but are very effective in conveying the advertisement across. What one sees and reads has a big influence on what he or she says, how one says it, and his or her action. The influence print media has on people and communities have contributed to the change in popular American culture today. Print media is placed to catch everyone attention, it is everywhere one may look. People will find some form of print media strategically placed to catch onlooker’s attention.

More than a communicative feature, print media has influenced American culture and consumerism over the years. Print media sets the trend on what is fashionable and what is out of fashion. More important, it serves as a significant factor to inspire and impede consumerism. By influencing one’s consciousness and perception, print media has formed society into what has become “American Culture” of today. The influence print media has can make one desire the thing he or she use to dislike, believe in principles he or she used to have an aversion to, and continually consume items in excess.

Print media has been extending the knowledge of the news or chronicles across the nation by keeping the public up- to- date on information pertaining to one’s life, services, products, and the environment. Several trends that have propagated by the print media are food, fashion, and weigh loss programs. People are focused more on these trends today than ever before. Print media has made it more accessible for people to obtain whatever information he or she needs to keep up with these particular trends.

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Print media isn’t dead, it’s just moved. It may surprise readers outside of South Asia to learn, but the largest circulation English-language paper is not from the UK or the U.S. Instead it is The Times of India.

It turns out that traditional paid-model newspaper subscription readership is alive and well in the sub-continent. Not only that – it is growing. “A recent study from the FICCI [Federation of Indian Chambers of Commerce & Industry] suggested that the value of the Indian newspaper industry has grown by two-thirds in the past six years,” says consultancy, EY. “In 2005, the total industry was worth $2.64 billion (U.S. dollars). This rose to$4.37 billion in 2010.”

Currently more than 82,000 newspapers combine to give India a total circulation of 110 million daily copies. Consultancy, KPMG estimates that growth rates for regional Indian newspapers are expected to hover between 12 and 14% for the next several years. And the actual current value may be even higher, says EY, as actual readership is probably even higher due to copies being generally shared by several people.

Growth in the Indian newspaper industry is driven by the country’s rapidly expanding middle class. Internet penetration remains poor – with 80% of the population thought to still be lacking basic access. Alternative methods for information dissemination, such as radio and TV, are growing but lack a number of the advantages newspapers bring.

Delivery costs less than the equivalent of $2 a month and can be tailored to match the many languages spoken throughout the country. Due to this local advertising spend is on the up. “Advertisers have discovered the vast diversity of vernacular print media and its ability to reach consumers in thriving medium-sized cities,” EY says.

Further advantages from newspapers include classified ads, which have largely traditional matchmakers in finding marriage partners for men and women. The perceived reputation of papers also helps. Newspapers are considered to be an important social tool that is helpful in educating children, EY adds.

Meanwhile books have moved to Mexico. In the nineties, literacy rates in the country shot up from around 10% to 90%. This, combined with significantly increased disposable income has led to serious growth in the sector. Firms involved in the business are now looking to expand internationally. Festivals such as the Guadalajara International Book Festival and a prominent role at the 2015 London Book Fair helped catapult the industry to new heights, according to EY.

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We are living in a rapidly developing and modernized era where technology is taking charge in every walks of our life. This technology may come with many advantages and disadvantages as well. Every development is due to rapid modernization, improvement of old administration methods and the use of new technology to make things even better. However with the growing modernization human demand for knowledge is also increasing. Media serves an important role in keeping people informed about the events and innovations around the globe. This information may reach us in two forms, either through print media which is the oldest method, or the other one can be electronic media. With the improvement of electronic media during past few years and daily reports on achievements, electronic media has dominated over print media during past few years. Print media is the oldest form of Mass Media, and still not outdated. Daily about 70% of people start their day by reading newspaper, which is the oldest media around the world. Newspaper gives us information about whole world within few minutes of reading session, with a choice to skip the topics that we are not really interested about.

Print Media still forms an important part of Media Industry which has been given a competition by electronic media and a new technology called e-newspaper applications. But still newspaper holds its value even today and is competing strongly with technology backed media. Basically said, words printed with ink on paper that is attached in different ways, provides different kinds of information, education and entertainment. These may consists of chapters or themes, pictures, advertising and so on and mostly big emphasis is made on make-up and attractive appearance.

Print Media

Printing is a process for reproducing text and images, typically with ink on paper using a printing press. It is often carried out as a large-scale industrial process, and is an essential part of publishing and transaction printing. Print media make use of the printing means to spread some news, information or message among the large number of people. Print gives a broader range of access to the knowledge about particular topic and enables future generations to build directly on the intellectual achievements of earlier ones without the changes arising within verbal traditions. Print media today is being challenged by its electronic counterpart. But there are several unique advantages that help both the mediums to create a niche place in the media industry. Print media is more capable than electronic media to deliver localized news that may interest city or district residents, also helpful in educational purpose. Print media can be in the form of newspaper, magazines, book or printed journals and pamphlets.

Electronic Media

Electronic media use electronics or electromechanical energy for the audience to access the content. This electronic information may be accessed in many ways, either through internet, television or radio. This is in contrast to static media (mainly print media), which today are most commonly created electronically, but never required electronics to be accessed by the user, and are generally in the printed form. The primary electronic media sources familiar to the general public are in the form of news channel, radio presentation, video recordings, audio recordings, multimedia presentations, CD-ROM and online content. Most new media are in the form of digital media. However, electronic media may be in either analog or digital format. Any equipment used in the electronic communication may be considered electronic media and these equipments may include television, radio, computer or telephone. News is the most common form of electronic media. Information on current events which is presented by print, broadcast, Internet, or word of mouth to a third-party or mass audience is provided by the news channels.

Electronic media has emerged as a powerful source for making people aware about the latest happenings around the world. Today there are more than 100 news channels giving information about various national and international events related to the field of sports, business, politics and fashion. These days there are special channels dedicated variously for sports and business etc. that telecast news related to these to these areas only. One can easily access these channels without paying anything extra. Also there are separate channels and articles available on the internet that discuss about a particular topic and make you aware of the various facts about your desired topic.

General Comparison

Both print media and electronic media are in a constant state of competition, both competing to super pass each other. Both of the medium have their own set of unique features that make them distinct from one another. These basic points of difference are:

Print Media

• Choice of reading, that is user is free to read anytime from the newspaper, whatever he wish to read and can be carried anywhere.
• Much affordable form of media, when compared with the electronic media
• 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.
• User do not require any kind of medium like radio, television etc. for the data transmission
• It is your choice to access this media at any point of time, not like electric media where a program is telecasted at a particular prescribed time.
• Relatively easier form of accessibility public for campaigns etc
• Print media allows reader to store away articles that be used any time in the future.

Electronic Media

• A more advanced form of media.
• Introduces relatively more revenues and job opportunities as compared to the printed forms
• Relatively more innovative form of media and includes motion pictures, animation etc. which make things even more attractive
• A variety of options available unlike print media where one has to stick on to a single set of document. People can surf through different channels, site etc. whatever they like or want
• Very appropriate for immediate broadcast like result of instant POLLS, reviews of public and some match results
• Works better for people with hearing and seeing disabilities.
• Can be reached faster and can be made LIVE.
• Can be very effective for spreading awareness at national and international level
• The standard of television news is deteriorating much faster than that of print media.

Popularity

Electronic Media

Electronic media is gaining more popularity days. During earlier times people depended on newspapers when there was no other source of news and information, and sometimes got to know about facts quite late. The major limitation of print media was that, only the urban people and those who were well educated could read newspapers. The Electronics media has replaced print with better and fast flowing news and information. Those who cannot read can watch and listen to the news broadcast on television and radio respectively. Also it is an advantage for visually impaired people. Today electronic media has spread everywhere, both in urban and rural areas. Electronics media has become so effective that we watch live telecasts. The best part of Electronics media is that it gives life picture and the scenes of the places of incidents and that too without much delay.

With electronic media it has become possible to see all National and International programs straightaway and watch the movements of the crowd with some live action transmission also becoming popular with this media. Another added advantage for electronic media is that we all see the news and happenings in TV so many times during the day that it neutralizes the interest to read the same news in the newspapers again the next day. There are a large number of news channels available on television these days broadcasting different information and programs. There are many people interested in watching the burning topics or very commonly termed as breaking news of the day and also very much interested to hear comments of prominent people about the current events or in case of some important event. This participation of some prominent people in the matter concerning general people makes it more interesting and more informative. The electronics media thus updates the knowledge of the people.

Print Media

We may say that electronic media is trying to dominate over the print media these days, but we cannot close our eyes against print media. Print media in every form have its own importance and prominence which cannot be replaced by anyone else. Today there is a tight competition between the newspaper and electronic medium. Also the competition among various newspapers is also increasing day by day which has made the print media cheaper, qualitative, informative and fast. The print media always is accurate information in detail. The journalists and editors of newspapers are more efficient and experienced than those of TV who just hire people based on looks rather than their journalism skills. Experience and well qualified journalists are successful in presenting information in an analytic manner, which helps the reader to be clear about the facts and the subjects and also create their interest to read further. What we generally see in TV is only the highlights and a lot glamorized version. Nevertheless, for detailed information, we go through newspapers, which give it in a broader manner about any matter or happenings.

We cannot disagree over the fact that the utility of print media will always remain informative to help a man to progress in his life. In all newspapers, the editorial page contains the broader views of the prominent editors on the current and sensitive issues, which give the detail and structural information about the matters and also the views of some prominent people over the common issues of the community, state or country. The intellectuals generally are keen to study such matters from the editorial section of the newspaper. Print media covers all possible major and minor information sources and highlights even national and international events. Print media is famous to make sectioning of topics with the aim to give specific and broader information, and these sections may include information from the field of sports, politics or business.

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It’s safe to say that advertising, the media, even life itself, would not be the same without the printed word. We learn about our world through shared writings: newspapers, magazines, and books. We decide what we want to buy from looking through advertisements that come in the mail. Printed media has shaped the way we learn, think, and act in modern society.

Yet it all began simply. 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. Nicolas Jenson invented a “Roman” typeface for publications around 1470, one that was far easier to read than the blackletter typefaces Gutenburg had used, which had copied the handwritten books of the time. In 1530, Claude Garamond opened the first type foundry. After Garamond’s death in 1561, his typefaces (in the form of punches and matrixes) were sold and distributed across Europe, popularizing his designs.

The Industrial Revolution would usher in a new era for type and publication, particularly with Lord Stanhope’s invention of the first all cast-iron printing press, doubling the usable paper size and drastically reducing the use of manual labor.

In 1880 the halftone process was developed, allowing for the first photo to be printed in a range of full tones. This in turn introduced a wave of sensationalist tabloids and the launch of a new craze: celebrities. Tabloids like the New York Daily News and the New York Daily Mirror published photo spreads (sometimes real, sometimes composographs, or manipulations) of stars like Rudolph Valentino, with immense success.

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. The Art Nouveau movement began in 1890 and began an influence that would rule over all types of design, from layout to fonts to illustrations. Some companies that fueled the popularization of the style, like Liberty & Co. (Liberty of London), live on in modern society, still in vogue. The movements’ weight in print media is seen primarily in the posters of the period, characterized with lavish curves, leaf and plant motifs centered around beautiful women, flowers or birds.

Also in the late 1800’s began the rise of media barons in the print industry. Men like Joseph Pulitzer and William Randolph Hearst would run publishing companies which proved that there was a profit in advertising and journalism. Both Pulitzer and Hearst would go on to have political careers. Even when fierce competitions rose between print houses and newspapers, it only seemed to stir the public’s interest and the popularity of print media.

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. This trend started with Cheltenham (developed by Bertram Grosvenor Goodhue, Ingalls Kimballin and Morris Fuller Benton in 1902-1913), and later examples include typefaces like Futura (designed in 1927 by Paul Renner) and Lucida (designed by Charles Bigelow and Kris Holmes in 1985).

An important institution in the media world during the beginning of the 20th century was the Bauhaus in Germany. The first of the modern art schools that would produce the new centuries’ designers, dancers, and engineers, the Bauhaus’ professors and alumni would include numerous graphic artists working in print media. Typography and color theory would be explored at the Bauhaus throughout its existence. In the late 1900’s, after the rise of the communist party in Germany prompted the dissolution of the Bauhaus itself, the name would be immortalized in a typeface developed by Edward Benguiat and Victor Caruso, based on an earlier font created by the Bauhaus graduate Herbert Bayer.

Understandably, the digitalization of design would irrevocably affect print media. As computers took over more of the modern workload and graphic design began to shift into the computer world in the 1960’s, great changes were set in motion. Type design’s evolution would continue, no longer being hand cut or mechanically cast, but instead digitized character by character as either a bitmap or outline (vector) computer file. Companies like General Electric realized early on that computer graphics would give them an edge in advertising, and subsequently IBM released the first commercially available graphics computer, starting a cycle that would keep designers and computer manufacturers interlocked as both grew and began to expand. As new software and computers were released, more businesses started converting to digital advertising, and designers began taking advantage of the new products to do their jobs.

Although digital design and the computer age have been blamed for negatively affecting print media, in some ways it has only made the print world stronger. Print houses for magazines and newspapers would be unable to publish relevant stories and photos fast enough without the advances in software that allow designers to complete their jobs and meet publication deadlines. Computer software has even made print media more accessible to small business owners and companies than ever before. Even with the advent of the world-wide web and online blogs and news sites, the printed word has not lost its power. Ad campaigns assail us from our mailboxes, from store-front windows and are handed to us by salesmen. We perhaps take for granted the hundreds of years of development that led to our perfectly leaded and kerned newspaper headlines and the bright color photos blazoned underneath. Print media has evolved continuously over its long history, and hasn’t stopped yet.

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Print media refers to paper publications circulated in the form of physical editions of books, magazines, journals and newsletters. Print media is given explicit freedom in the First Amendment of the Bill of Rights.

With so many different forms of media distribution, traditional print media is struggling to maintain readership. Due to the fact that publications lose so many readers every year, advertisers are beginning to pull money from print mediums, such as newspapers and magazines. Instead, those funds are put into other mediums like television, radio, and other digital platforms. Journalists considering a career in this field should recognize that the Internet offers the same level of freedom of expression as print media. Publishing written work on the internet is gaining popularity because of the ease of creating a content and dispersing it.

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Print Media have been developed especially for use on digital full-colour large-format printers.

In our current digital printing market, more and more solvent and other high quality inks are being used, not only because they look magnificent and colourfull, but also because they have a considerably long life when used outdoors.

Wedeveloped a wide range of Grafiprint Print Media, especially for use on these digital full-colour large-format printers. Are you looking for a monomeric film for indoors, a polymeric film for outdoors or a cast film for extremely long term outdoor applications ? Or do you wish to print on photo paper, canvas or banner material ?

The uncoated Print Media are perfectly suited for all large-format printers that are available on the market today. For some print media, like e.g. photo paper, canvas or banner materials, an additional print coating is required to achieve a good print result. With our print coating, which we developed especially for these media, you will get magnificent results on these materials as well.

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The Print Media department is characterized by an expanded concept of printmaking through interdisciplinary practice. This expansive approach to print as process allows for innovation with traditional and new print media. A print can exist as a drawing, graphic, photograph, sculpture, video, sound file, digital file or performance. The department supports a broad investigation of print media. It builds a framework for critique beginning with the historic role of print as a Democratic Voice and continues with media ecology and the circulation of images in the 21st Century.

Challenge begins in the studio. Each student that enters the department should have a high level of self-motivation to create work, a restless curiosity about self and world, the maturity to handle the interface of life and creative practice and be willing to work with others for mutual artistic growth within a constructive but demanding learning environment.

Program

The Print Media Department is a community of individuals from diverse backgrounds that enthusiastically consent to work together and contribute their efforts toward a shared purpose, which is to research, discuss and produce work that will define a leading position within the vanguard of contemporary art practice. Ongoing critical dialogue is fostered through peer review during weekly critiques, one-on-one meetings with the artist-in-residence, weekly reading group, meetings with visiting artists and critics and through the campus wide critical studies program.

The Department’s operation schedule reflects our program’s dedication to the development of each member’s individual studio practice, as well as the growth of a shared set of critical thinking, writing, and social practice skills that will contribute to and advance the discipline of Print Media.

In addition to visits by notable artists, critics, and curators from around the world the department schedules numerous field trips in the City of Detroit. Students have the opportunity to engage with artists, collectives, museums, and galleries in the city. There are also yearly field trips to other cities in the states and abroad.

Facilities

The Print Media Department is located within two adjacent buildings. The department occupies two floors in the Academy Administration building. A cluster of semi-private studios for students, a small computer lab, a critique room, and a kitchen occupy the first floor. The lower level houses recently renovated print shop facilities for water-based screenprinting, intaglio, lithography, and letterpress processes. Additional studios and a large, communal workspace are located across the street in the Lone Pine building. The Academy’s professionally staffed and well-equipped Central Media Lab, Wood Shop and Library further enhance the department’s resources. The metro Detroit business and manufacturing community offers many possibilities for outsourcing of work if required.

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It has been said that we are in the equivalent of the pre-printing press period and our information revolution hasn’t yet had its equivalent of the Reformation and 100 Years War.

What is the future of print media? Can it survive? Will there be any staff writers left?

It seems ironic that journalism is very much alive but print media is on the wane.

When it comes to print media, they are very cost-effective because of their traditional nature. Newspapers and Magazines have their own unique identity is not wrong to say that print media and digital media are interdependent.

One of the demerit of print media is, have the limited validity. For e.g. the newspaper will be only read on the same day. Nobody will read it the next day. And, it will be very costly for advertiser to market their product or brand every day on the newspaper.

Also, most of the readers don’t read the details. Therefore, it can be possible, that if the advertisement consists of small size, then it will get overlooked by most of the readers. The not-so-famous newspaper may also misprint the ad or sometimes the quality of printing can affect the ad.

Magazine becomes specialised in both; reader appeal and commercial focus. Magazines has an added advantage of premium and potential readers. Therefore, it is easy to target the audience demographically.

It is also unavoidable fact that, in the era of digital marketing, the charm of print media is decreasing. The number of internet and social media users, is exceptionally higher than the readers of print media. Due to the internet revolution, many people are losing interest in buying newspapers and preferring to read the news online.

Print media is the oldest form of mass communication. The effect of advertisement is purely based on its content. As far as the industry is concern, print media is still one of the strongest medium mass communication.

Conclusion

The printed Media industry is surely not in a death phase. The reason is the dual concept and the advertisement revenue is falling because the readers are getting drifted away to the other media. In few case, newspaper content itself drifts them away from the print. if newspapers provide such kind of delights to its readers, the industry will be rejuvenated once again and in turn resulting in their circulation and readership growth.

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