Press And Print Media And Their Features

Classification Of Media 

Media can be classified into- 

• Print Media 
• Broadcast Media
• Out Of Home Media 
• Internet

Print Advertising

Many brands and businesses make use of print advertising to increase their business and sales with the help of print advertising. Lux, Nivea and KFC are known for their creative print ads. Consumers have a trust in print publications and in photos and graphics they see in magazines. Factors like less eye strain also contribute to the selection of print media. 

Business houses make use of print media for direct marketing, selling luxury products and staying in contact with their customers. 

Features Of Print Media

Print media is known for its credibility. They are understood to be legitimate and credible. Articles that are in newspapers go through a whole process of editing to ensure accuracy before publication. When readers read news in the newspaper, they are able to visualise better. Print media increases the sales of a brand by increasing vividness through enhancing the consumer experience. 

Print media is widely circulated. The magazines are distributed every week or every alternate week. 

Print media also enhances the consumer experience as it is tangible. A newspaper, book or magazine can be held in hand; the feel and scent of books can enhance the whole experience. Digital content has a shorter lifespan, whereas print media can be read over and over again for a long time. 

Press Media

Press media includes all forms of sharing information excluding the print media. Information is shared through radio, television, internet etc. This type of media is shared on an electronic device and is broadcasted for the wider population to receive. 

It has a unique visual appeal and is enjoyed more by the consumers as they listen to the radio, watch television and view news or read about it on the internet. 

Press media is active throughout the day. News can be seen at any time on television and live events can be enjoyed at any time through smartphones and the internet. 

Features Of Press Media 

• It is an advanced form of media 
• Press media can be edited at any time. Songs, texts or news can be edited on the internet at any time and can be made available for the viewers 
• It is faster than print media as putting up a news on the internet takes just a few minutes. 
• It is available 24×7 as news is broadcasted throughout the day 
• Information is communicated through radio, television and the internet
• It has a wider reach as the information is broadcasted throughout the world 

Printing Press

A printing press is a device that uses ink to print media on a cloth or paper. The printing press was invented to transfer information in ink to paper. It was invented by Johannes Gutenberg. 

A printing press could print upto 3600 pages per day. The hand mould and the movable-type printing press reduced the cost of printing books drastically. 

The operation of the press became synonymous with printing and hence this means of communication came to be known as ‘The Press’. 

Media Planning

Any type of information needs careful planning before it is published on any source. The most effective media channel is to be chosen to impart the information. A careful media planning involves- 

• Following the latest media trends. 
• Keeping with the latest technological developments. 
• Analysing the long and short term effects of the media broadcasted. 
• Determining the strengths and weaknesses of different kinds of media. 

Media Selection

The media that is printed of broadcasted is selected based on a variety of factors including- 

• Product nature. 
• Need of the market.
• Advertising goals.
• Strategy of distribution.
• Kind of appeal.
• Budget of advertising. 
• Competition in the market. 
• Availability of media. 
• Type of business. 

Disadvantages of Print Media 

Print media is harder to reach poor and illiterate people. The global audience can not get access to the print media easily. It also has a higher cost in comparison to press media. A lot of planning is required in the field of print media. 

Internet Journalism

When Information is shared through the internet it is known as internet Journalism. 

Advertising houses are choosing the platform to increase their sales. It provides limitless opportunities for advertising. Advertising through the internet includes the use of world wide web, email marketing, social media marketing, and online ads. It is easily accessible to anyone with a computer connection. 

Radio Journalism

Radio is widely used as a means of broadcasting information. Through radios, information is easily broadcasted to rural areas as well. It’s a personal medium that is cost effective and is flexible. 

Magazines

Magazines are a part of print media. They impart information and are also considered as a source of entertainment. Magazines are used to reach a specific target audience. There are several types of magazines including general interest magazine, glamour magazine, film magazine and women lifestyle magazine. 

Conclusion

Media is a form of mass communication that helps in the spread of news including sports, education and entertainment. Media is consumed by a lot of people in a short span of time. The information is imparted through print media and press media. Print media is more reader friendly whereas press media is more viewer friendly.