The presentation is focussed on one of the biggest advertising media type, the print media. It throws light on the evolution of print media advertising. Also, it discusses the evolution of print media in India. The discussion covers two important channels of print media - newspapers, and magazines.

1. Presented by
SUMIT SINGH
Semester III (MBA – M52)
MONIRBA, University of Allahabad

2.  Print Media
 Broadcast Media
 DigitalAdvertising
 Outdoor Advertising
 Speciality Media

3. • Sunkist - 1916
• the seeds of the
modern print ad
being planted here
• visually crowded
• copy-heavy ads
• ads rely on long
body copy

4. • Ivory – 1925
• still relied heavily on
long bodies of copy
• images begin to play
a larger role
• better use of
negative space
• the ads appear less
cluttered

5. • Coca Cola – 1937
• stock market crash of
1929
• subsequent Great
Depression
• advertising generally
slowed down
• little change in style
from the 1920s

6. • Seven Up – 1949
• begin to depend
more on imagery
• images and slogans
• less and less copy
• a better use of
negative space

7. • Kool Aid – 1957
• an experimental
approach to ad layout
• begin to push most
copy towards the
bottom
• a better balance
between imagery and
copy

8. • BMW – 1965
• ads rely more on big
ideas than in
previous decades
• more modern style
combining a balance
of headline and body
copy

9. • Burger King – 1976
• ads use bright
photographic
images paired with a
large headline and
body copy

10. • Chanel – 1985
• much more
simplistic than we
have seen thus far
• even less copy
• a focus on the
female as the
primary consumer

11. • Absolut – 1999
• stylistic simplicity of
the 1980s carries
through into the 90s
• features some of the
most creative and
most recognizable
ads of all time

12. • NBA – 2008
• simplicity and
minimalism is key
• often extremely image
based - reliance on
digital manipulation
• commonly an absence
of, or very little, copy,
and an employment of
neat, simple ideas

13. • Dairy Farmers of Quebec –
2015
• focusing to an even greater
extent on high resolution
imagery to sell the message
• a slant towards surrealist
imagery
• focus more on contrasts, as
well as positive and
negative spaces

14.  Print media advertising is a form of
advertising that uses physically printed
media, such as magazines and newspapers,
to reach consumers, business customers and
prospects.
 They are among the oldest and most
effective types of advertising.

15. Evolution of Print Media
in India

16. First Newspaper
published in India –
• Hickey’s Bengal
Gazette or Calcutta
GeneralAdvertiser –
Jan 29, 1780
• an English language
weekly newspaper
published in Kolkata

17.  consisted of two sheets only
 specialised in the exposure of the stories
regarding the private lives of the servants of
the East India Company
 could not survive more than two years due to
sharp confrontation with Governor General
Warren Hastings and Chief Justice Elijah
Impey.

18.  Indian Gazette as a rival to Bengal Gazette,
published in the same year (1780) by Peter
Read, a salt agent (backing by Hastings)
 Other publications followed were - Madras
Courier weekly (1785), Bombay Herald weekly
(1789) merged into Bombay Gazette in 1791,
Hurukaru weekly (1793), Calcutta Chronicle
(1818), and so on

19. First Indian Language
Newspaper published in
India –
• Samachar Darpan –
May 23, 1818
• A Bengali weekly
newspaper published
in Serampore

20. • By 1836, the circulation crossed 400 mark
• Successful as a newspaper
• Failed to achieve primary objective of
spreading Christianity
• Discontinued in 1841

21. First Hindi Newspaper
published in India –
• Udant Martand (the
rising Sun) – May 30,
1826
• published in Calcutta
• weekly newspaper
published every
Tuesday

22.  Published by Pt. Jugal Kishore Shukla
 The first issue printed 500 copies
 Closed on December 4, 1827 due to financial
difficulties
 “Hindi Journalism Day” or “Hindi Patrakarita
Diwas” is celebrated on 30 May each year, as
it marked the "beginning
to journalism in Hindi language"

23.  More than 70,000 newspapers
 Over 140 million copies are sold
 Currently published over 1000 Hindi dailies with
total circulation of 80 million copies
 About 250 dailies are of English language with
over 40 million copies
 The circulation of India’s print publications grew
at the compound annual growth rate or CAGR of
4.87% between the end of 2006 and the end of
2016, the Audit Bureau of Circulation (ABC)

24. Growth at a glance
 1950:
 Total Daily Newspapers 214
 1993:
 Total Daily Newspapers 3,805
 Total Number of newspapers published in the country
35,595
 2015:
 Total Daily Newspapers 7,871
 Total Number of newspapers published in the country
70,000+

26.  The prominent Hindi newspapers - Dainik
Jagran, Dainik Bhaskar, Amar Ujala, Navbharat
Times, Hindustan Dainik, Rajasthan Patrika, and Nai
Dunia.
 The prominent English newspapers are TheTimes of
India,The HindustanTimes, andThe Hindu.
 The main regional newspapers – Lokmat (Marathi),
Gujarat Samachar (Gujarati), Malayala Manorama
(Malayalam), DailyThanthi (Tamil), Eenadu (Telugu),
Vijaya Karnataka (Kannada) and Anandabazar
Patrika (Bengali).

27.  The prominent Hindi magazines - Pratiyogita
Darpan, IndiaToday, Saras Salil, Samanya Gyan
Darpan, Grihshobha, and JagranJosh Plus.
 The prominent English magazines - IndiaToday
Pratiyogita Darpan, General KnowledgeToday,The
Sportstar, Competition Success Review, and Outlook.
 The main regional magazines –
Vanitha (Malayalam), Mathrubhumi Arogya
Masika (Malayalam), ManoramaThozhilveedhi
(Malayalam), Kumudam (Tamil), and
Karmasangsthaan (Bengali).

28. Newspapers Magazines

29. Newspapers

30.  Preferred media for local advertising of
retailers
 Also a media for business advertising,
corporate advertising, financial advertising,
legal notice and social advertising

31. Local market circulation and readership make
newspapers an attractive medium.
 Newspapers are ideal for a “key market” media
strategy.
 Newspapers are attractive to national
advertisers, and national and local retailers.
 Newspapers offer “merchandising”
opportunities.

32.  Local, Regional, or National
 Daily, Evening, orWeekly

33.  Display Ads
 Local (Mostly Retail)
 National or General
 Classified Ads
 Small items arranged by topics
 Rates based on size, duration
 Public Notices
 Legal Notices – Public reports
 Notices by People, Organizations
 Political Ads
 Printed Inserts
 Prepared separately by advertisers

34.  Circulation and readership
 Newspaper ad rate
 Placing the ad in the newspapers

35.  Having a very short life
 Limited coverage
 Advertisement may go unnoticed
 Suffers from literacy barrier
 Lack of art work
 Lack of drama & emotion
 Demonstration of product features not effective
 Overtaken byTV in speed
 Average time devoted to news paper reading is
very low

36.  It is flexible & timely
 High choice of market
 Repetitive value
 Prompt response
 Message received at home in a relaxed
atmosphere
 Trusted
 Regular attention
 Detailed coverage
 Written words has more credibility
 Reader loyalty

37. Magazines & Journals

38. Magazines are excellent at targeting precisely
defined audiences.
 Magazines are a “class” medium instead of a
“mass” medium.
 The clustering of ads has a negative influence
on message impact.
 Magazines are ideal for “profile matching”
media strategies.

39.  Published weekly (IndiaToday), fortnightly
(Champak), bi-weekly, monthly, tri-monthly
(Grihshobha,Vanitha) or even annually
 Generally read at leisure and with attention
 Effective shelf life general magazines
specialized magazines special issues

40.  Local, Regional, or National
 Weekly, Monthly, or Quarterly
 Consumer or Business

41.  Meant for a special group of readers
 Have got a long shelf life
 Better presentation and display
 Good number of subscribers

42.  Having a high cost
 Lack of flexibility
 Limited circulation
 Limited coverage