Print Media Is Dead 'Print Media Is Essay

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Print Media is dead 'Print Media is dead'

Since time immemorial, the world of business has been continuously producing goods and services that can meet the customer's requirements and demands. In this regard, marketing and promotion of the goods and services has been considerably a vital source of communication that can fill the gap between the target audience and the corporations. Organizations employed different and diverse types of mediums and channels for their marketing and advertising to be effective and valuable. The very popular and traditional marketing medium initiated from print media that moved on to different other sources such as television, radio, digital, online marketing and so forth over the course of period (Jenkins, 2006).

Marketing and advertising through print media (which include newspapers, magazines) is one of the traditional and conventional methods that have been widely used by the enterprises for several years, in fact decades. However, as time has passed by, the technological advancements and innovations have overshadowed the typical print media advertising. Moreover, the accelerated surge of the Internet, World Wide Web and social media has become the dominating and governing pathway for the advertising and promotion. This has given the rise to the question "Is Print Media Dead?" The question has not only remained a question, rather it has turned into a statement, 'Print Media is Dead' and has come under various arguments and controversial discussions (Jenkins, 2006).

One cannot overlook or ignore the fact that increasing number of businesses have completely migrated to the medium of digital (web) for their advertising efforts, as they have a greater opportunity to contact a wider potential target audience with ease, convenience and cost effectiveness. While, on the other hand, it is also prudent to note that print media to date has been able to maintain its strong position as an essential and powerful tool of ad campaign (Entrepreneurs, 2012).

The benefits of print media bring the fact of tangibility to the forefront, which it has over its digital counterparts. This signifies that since printed advertisement is present in the physical form, thus people can hoard these advertisements placed in the magazines and newspapers in their personal collections. This is not possible with the digital media because the advertisements displayed on internet evaporate into cyber space within a very short time period (Entrepreneurs, 2012).

Studies have also elucidated the piece of information that print ads provide the consumers with more credibility and a sense of authenticity. In other words, the web advertisements pose a threat, risk and fear of spam or viruses upon clicking, which creates an overwhelming impact on the consumers' mind. However, the print ad is not vulnerable to such danger (Entrepreneurs, 2012).

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Print ads provide a great opportunity to not only target the mainstream population, but the niche audiences can effectively be targeted by print media through placement of advertisement in specialty magazines. Nevertheless, this is not possible and difficult as well while placing ads on the web, as the underprivileged target audience (niche market) may not have the access to it. Indeed, numerous sources of information have revealed the piece of information that the niche target market that is being catered through the specialty magazines has boomed in the recent years to the extent like never before (Entrepreneurs, 2012).

The above presented benefits of print ads have saved them from disappearing from the world of advertisements and promotions. Businesses are still using the print media as one of the effective and efficient forms of advertising and promotion. Furthermore, the benefits and edge that print ads have over the other counterparts; particularly the digital media falsify the statement that 'Print Media is doomed' (Entrepreneurs, 2012).

The statement that print media is doomed is not true and fallacious, as one of the recent survey results brought a fascinating fact to the forefront that more than seventy five percent of the consumers in UK (that include young generation, middle aged group and old age people) have their preference to the print ads over the digital ads (ads placed on web). The survey analysis also highlighted that the users who preferred to consume print ads are profound consumers of smart phones, and despite of the fact that the consumption of technological products is growing at a rampant pace, yet they are subscribed to one print magazine on the least (Pugh, 2012).

In a very similar manner, the records with respect to the print media and its widespread consumption in the current times have also brought the fact to the limelight that some of the internet-based giant corporations that include fashion websites, online game sites and like that are now in the process of publishing and circulating print magazines. These giant enterprises are using traditional print media with the prime intention to revive and rejuvenate the segments of their business model, which can give them a competitive edge over its global competitors. This also indicates that online brands wish to achieve extra attention from the target market (Hooper, 2012).

Another aspect that evidently explicates the fact with reference to the print media that print ads in magazines and newspapers are still considered to be more effective in terms of its cost, budget and recognition when compared to the latest form of advertising that is digital media (web) (Hooper, 2012)......

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