Class+3+-+Print+Media

Print Media Overview

• Definition: Print media includes magazines, newspapers, and books.

• Cultural significance: Print media represents a deep-rooted tradition in communication.

Historical Development

Origins of Print Media

• Print represents the beginning of mass communication.

• Originated in the typographical era during the Middle Ages.

• Mechanical printing brought significant social changes in Europe.

• Current challenges include competition from digital media, declines in advertising revenue, and changing reading habits.

Functions of Print Media

Transmission of Culture

• Teaches language, values, and traditions of a culture.

• Communicates societal norms of right and wrong.

Diffusion of Knowledge and Ideas

• Informs the public of current events, helping them understand the world.

Entertainment

• Provides escape and diversion through literature and stories.

Evolution of Print Communication

Early Expressions

• Early humans communicated through petroglyphs and pictograms:

  • Petroglyphs depict hunts and spiritual messages.

  • Pictograms tell stories, such as those found in 17,000-year-old cave paintings in France.

Development of Writing

• 5500 years ago: Clay tablets were used for notes.

• By 2500 BC: Animal skins became scrolls, allowing portability.

• Printing progress milestones:

  • Block printing in China (600 AD/CE).

  • Movable type in Korea (1234).

  • Gutenberg's printing press in Germany (1455).

The Impact of the Printing Press

• Prior to the press, books were copied by hand - slow and costly.

• Johannes Gutenberg introduced movable type, publishing the Gutenberg Bible in 1455, leading to increased production and lower costs.

• The press spread scientific discoveries and religious beliefs, contributing to the Reformation.

Textbook Introduction in America

• The New England Primer:

  • First textbook published in America (1690).

  • Aimed to teach the English alphabet, reading basics, and Christian values.

Publishing Evolution

Affordable Publishing

• Shift to wider distribution and lower costs in publishing:

  • Introduction of dime novels and paperbacks (1860).

  • Mass market paperbacks became popular in 1939, available in pharmacies and groceries.

Evolving Formats

• Today's options include physical books and e-books:

  • eBooks offer features like annotations and search capabilities.

  • Reading remains popular (nearly ¾ of Americans read books in 2021).

  • Audiobooks have surged in popularity due to technology.

Challenges Facing Print Media

Industry Changes

• Mergers allow publishers to reduce costs but threaten independent bookstores.

• Technology shifts with online booksellers and e-books change distribution channels.

Newspaper Evolution

• Major function: Surveillance to inform public on significant events.

• Local newspapers serve geographical communities and cover a range of sectors.

• The New York Times is known as the U.S. Paper of Record.

Historical Context

• Development of newspapers in late 1400s with the advent of printing.

• The golden age of newspapers occurred between the 1830s-1930s with innovations like steam-powered presses allowing rapid production.

• Penny press model allowed accessibility to more readers, exemplified by The Sun newspaper in 1833.

Advertising in Newspapers

• Marketing strategy heavily relied on advertising revenue.

• Shifted towards sensational journalism to maintain reader engagement.

Decline of Newspapers

• After WWII, radio and TV grew in prominence, diminishing newspaper relevance.

• The Newspaper Preservation Act (1970) allowed competitors to merge while retaining separate editorial policies.

Historical Profit Margins

• Newspapers historically boasted high profitability (20%+ margins).

• Increased competition in the 90s led to cuts in staff and investments.

The Digital Shift

• Internet's impact on news consumption led to declining subscriptions and ad revenues.

• Tech companies have taken over the majority of online advertising revenue.

Current Industry Issues

• Hedge funds owning newspapers often focus on real estate and layoffs, impacting journalistic integrity.

• Research indicates nearly 1800 newspapers have closed since 2004, leading to news deserts.

Future Opportunities

• Digital transformation: Some large news organizations and niche publications thrive.

Magazine Industry Overview

Differentiation

• Magazines vs. Newspapers:

  • Greater focus on topics, published less frequently, on higher-quality paper.

  • Classified by consumer, trade, or organizational sectors.

  • There are 225 market classifications, with the largest being news, fashion, and family.

Current Status

• Magazine circulation and ad revenue are declining but not as drastically as newspapers.

• Growth in digital readership and content consumption driven by tablets and smartphones.