Unit 4 print media2
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This document discusses print media, focusing on newspapers and magazines. It provides an overview of the history and development of newspapers and magazines. Some key points include: - Newspapers first began in the 1700s and grew with the development of new printing technologies. Their content expanded to include more localized reporting. - Magazines also originated in the 1700s and underwent changes in focus, from politics to specialized topics to attract broader audiences. - Both newspapers and magazines now exist in print and digital formats to engage modern readers. They utilize various business models including advertising, subscriptions and freemium content.
Unit 4 print media2
- 2. INTRO TO UNIT 4 • Understanding print media • Types of print media
- 3. Understanding print media Types of print media • Newspapers • Books • Magazines
- 4. NEWSPAPERS
- 5. NEWSPAPERS • History of newspapers • Newspapers in the digital age • Defining features of newspaper • Newspaper audiences • Advertising Revenue
- 6. PRINT MEDIA HISTORY: THE NEWSPAPER • 1783 Daily newspaper began in the US • 1800 Most large cities had at least one daily paper • 1820 There were 24 dailies • 1830 Steam-powered press was built • 1833 New York Sun was launched • 1835 New York Herald appeared • 1980 The birth of USA Today • 1994 There were approximately 20 daily papers had websites.
- 7. NEWSPAPER:PRINT EDITION AND ONLINE EDITION • The difference between online edition and print edition: ▫ No page numbers ▫ Its pages are not divided into columns ▫ It has no top or bottom ▫ The text is in a different font from the print version ▫ It does not contain the same ads as the print version
- 8. THE STAR: PRINTED EDITION
- 9. THE STAR: ONLINE EDITION
- 10. THE STAR: DIGITAL EDITION
- 11. NEWSPAPER:DIGITAL EDITION • Digital edition (DE) offers the same content as print newspaper, but in a format that can be read on a computer screen. • The format of DE is familiar to readers and they are convenient. • However, DE are not updated. • DE require a lot of scrolling and zooming • Newspapers currently available in digital form : New York Times and the Boston Globe • Digital newspaper ≠ online edition
- 12. NEWSPAPER: MOBILE EDITION • New delivery channels of newspapers • Wall Street Journal – offers a mobile edition to subscribers over their cell phones. • USA Today – provides news through cell phones and PDAs to more than 100,000 customers.
- 13. DEFINING FEATURES OF NEWSPAPERS 1.Newspaper is made up of diverse content – contain international, national and local news. They also feature editorials, letters to the editor, movie listings, horoscopes, comics, sports, film reviews, recipes, advice columns, classified ads.
- 14. DEFINING FEATURES OF NEWSPAPERS 2. Newspapers are conveniently packaged. It is organized according to content. There are sections devoted to general news, financial news, sports, and entertainment. Each story contains a headline. 3. Newspapers are local. 4. The newspaper serves as a historical record. 5. Newspapers perform the watchdog role in our society. 6. Newspapers are timely. News is not useful if it is stale.
- 15. NEWSPAPER: THE AUDIENCE • During the early stage of newspaper, it was read primarily by the upper socioeconomic classes. • Young adults are more positive about reading the news online. • Percentage of adults reading newspaper: Declined from 80% in the early 1960s to about 54% in 2004 • Percentage of online media readers: ▫ 4% went online at least once a week in 1995 ▫ The figure was more than 25% in 2003
- 16. RECAPTURING READERS • All print newspapers are faced with the task of maintaining their loyal readers while attracting new ones. • Attracting readers: ▫ Using more color ▫ Changing the writing and editing style ▫ They are changing the content of the paper ▫ Giving away free tabloids to younger readers ▫ Designed to be reader friendly ▫ Section designed to attract crucial audiences: the idea is to concentrate on news that people can “use” – that is, news that is clearly relevant to their lives. ▫ Emphasizing localism
- 18. Suratkhabar: Pengiklanan • Suratkhabar perlu menjana pendapatan. Suratkhabar menghasilkan pendapatan melalui 2 cara: ▫ Pengiklanan ▫ Edaran suratkhabar • 4 jenis pengiklanan: pengiklanan runcit (retail advertising) Classified ads National ads Freestanding Inserts (FSI)
- 19. Pengiklanan: Retail Advertising • Iklan terdiri daripada kedai komputer, hospital, restoran, kedai menjual kereta, panggung wayang, pasaraya dll. • Retail advertising merupakan pengiklan yang paling penting. 50% iklan dlm suratkhabar harian adalah terdiri dari jenis ini.
- 22. Pengiklanan: Classified advertising • Merupakan penyumbang kedua terbesar bagi sumber pendapatan akhbar, iaitu hampir 40%. • Classified ads – merupakan iklan pendek utk sesuatu produk atau perkhidmatan yang dikelompokkan mengikut kategori masing- masing. • Ruang classified ads dijual kepada sesiapa yang ingin menjual barangan mereka.
- 23. Classified ads
- 24. Pengiklanan: Pengiklanan Nasional • Pengiklanan nasional adalah merupakan iklan yang terdiri daripada syarikat besar: syarikat nasional dan multinasional.
- 25. Pengiklanan: Freestanding Inserts (FSI) • Merupakan kepilan cetakan yang mengiklan produk, atau perkhidmatan yang khusus. • FSI tidak dicetak sebagai sebahagian drp suratkhabar, tetapi dimasukkan di dalam suratkhabar selepas suratkhabar siap dicetak. • FSI banyak didapati di dalam suratkhabar pada hari Ahad. • FSI dan pengiklanan nasional hanya menyumbang 17% pendapatan suratkhabar, tetapi ianya tetap diambil kira sebagai penjana pendapatan akhbar yang penting.
- 26. Books
- 27. Books • Types of books • Book publishing industry • Book promotion • Defining features of books
- 28. 28 Understanding Today’s Book Publishing Industry Types of Books i. Trade books Sold to the general public through book stores and to libraries. They can be hardbound, softbound, trade paperback. Many types of books come in this format, but romance novels and science fiction tales are among the most common They include titles for children and adults. Most books sold today are trade books. Eg. Hardcover fiction, nonfiction, cookbooks, art books, travel books, novels and several other types.
- 29. Trade books
- 30. Types of Books ii. Professional books • Directed to professional people. • Contain specialized information needed by people in specific occupations such as law and engineering. • Professional books fall into 3 subcategories: Technical and science books Medical books Business and other professional books iii. Textbooks • Published for elementary, secondary students and college students. • These books are chosen by the lecturers. • Sold mainly through college bookstores.
- 31. Types of Books iv. University Press books • Published every year by university presses. • Produce mainly scholarly materials in hardcover and softcover. • Sold in college bookstores. v. Mass-market paperbacks • These books are defined not by their subjects but by where they are sold. • Although you can find them in bookstores, mass market books are mainly distributed through “mass” channels - supermarkets, newsstands, or airports. • Many are reprints of hardcover trade books, others are only published as mass market paperback. • These books are made from cheaper paper. • Cost less than trade paperbacks.
- 32. 32 Understanding Today’s Book Publishing Industry vi. Reference books • Such as atlases, dictionaries and encyclopedias allow people to look up facts and information. • Many now appear on the Internet or CD-ROMs. • Initially expensive to produce, they are profitable because much of the content can be recycled into new editions vii. Specialty books Include any type of book that does not fit into one of the other categories, such as religious books, anthologies of comics and college yearbooks
- 33. 33 Understanding Today’s Book Publishing Industry Publishing the books The Players: i) The Authors ii)The Agent iii)The Editors iv)The Publisher v)The Bookseller vi)The Reader
- 34. Publishing the books i. The Authors • Submitting manuscripts ▫ Some authors send an unsolicited manuscript to a publishing house. ▫ But, larger publishers refuse to read unsolicited manuscripts and only accept books that are submitted by agents. • Contract and Royalties ▫ A contract is an exchange of sorts. An author gives the publisher a manuscript, the rights to publish the manuscript, a set of guarantees. ▫ Royalties are the author’s share of a book’s net sales income A typical author’s royalty contract can run between 6-15 percent of the ‘cover price’ of the book.
- 35. Publishing the books (cont…) ii. The Agent • Agents represent authors by making arrangements to show their manuscripts to publishers who may be interested in turning those manuscripts into books.
- 36. 36 Publishing the books (cont…) iii) The Editors • Editors are at the center of the publishing business. • Acquisition editors ▫ Look for potential authors. ▫ Responsible for obtaining books/stories to be published. • Developmental editors ▫ Works directly with the author during the writing of a book, going over each chapter and suggesting major revisions. ▫ They are common at textbook houses, but are rare in other branches of book publishing. • Production Editors ▫ Manages all the steps that turn a double-spaced typewritten manuscript into a book. • Copy Editors ▫ Carefully polishes the manuscript line by line.
- 37. 37 Publishing the books (cont…) iii) The Publisher Book Publishing houses • the organisations that supervise the overall production of books, including the development of new books, editing, printing, and marketing ▫ Minority publishers are often small, independent publishers that target specific minority audiences. ▫ University presses are affiliated with and subsidized by universities and produce mostly academic books, often original research by faculty. ▫ Small presses have few employees and minimal facilities, and usually produce books that the big publishers are not interested – such as poetry. they can specialize in specific topics, such as the environment or bicycling.
- 38. 38 Understanding Today’s Book Publishing Industry Book Promotion • Publishers promote their books in a variety of ways to maximize sales. ▫ Bookstore displays ▫ Jacket blurbs are favorable comments on the covers of books. ▫ Book review: advance copies of books go to newspapers and magazines for review. ▫ Excerpts: putting a fragment of that book are placed in magazines or newspaper and on Web sites. Eg. Offer sample chapters as free downloads. ▫ Book fairs: where publishers traditionally show their books ▫ Radio and TV interviews: Make appearances on TV, radio, and in bookstores.
- 39. Book Promotion
- 40. 40 Understanding Today’s Book Publishing Industry iv) The Bookseller • Independents bookseller are privately owned stores, usually operated by their owners. They may be big or small, they may specialize in a narrow niche or carry a little bit of everything. They usually have only one location but may have a handful of outlets usually in the same geographic area and usually overseen by the same small group of people. • Chain stores are owned or franchised by large retailers such as Borders, Barnes and Noble, MPH. • Online booksellers like Amazon.com, Barnes & Noble sell books over the Internet.
- 41. 41 Understanding Today’s Book Publishing Industry v) The reader • Bibliophiles read 50 or more books each year. • Casual readers read several books a year. • Required readers read only what they must read for school or work. • Nonreaders fall into two categories: ▫ Illiterates cannot read. ▫ Alliterates can read but do not.
- 42. BOOKS: THE DEFINING FEATURES 1. Books are the least “mass” of the mass media. 2. Books can have a cultural impact that far outweighs their modest audience size. 3. Books are the oldest and most enduring of the mass media.
- 43. MAGAZINES
- 44. MAGAZINES • The history and the development of magazine • Magazines in the digital age • The defining features of magazines • Types of magazines
- 45. MAJALAH: SEJARAH DAN PERKEMBANGAN 1700 • Majalah mula berkembang di Great Britain. Terdiri daripada majalah bersifat fiksyen dan bukan fiksyen. 1741 • Majalah pertama diterbitkan di Amerika. • Andrew Bradford memperkenalkan American Magazine • Ben Franklin menerbitkan General Magazine. • Tetapi majalah-majalah awal ini tidak dapat bertahan lama dlm pasaran. American Magazine hanya berada di pasaran selama 3 bulan. General Magazine and Historical Chronicle bertahan selama 6 bulan 1820-1840 • the Knickerbocker, Graham’s Magazine, and the Saturday Evening Post diperkenalkan.
- 46. MAJALAH: SEJARAH DAN PERKEMBANGAN • 1775-1789 (Revolusi Amerika) ▫ Kebanyakan majalah mengambil pendekatan politik. Eg.: Pennsylvania Magazine ▫ Selain penekanan kepada politik, majalah- majalah pada zaman ini juga dipanggil miscellanies kerana ianya mengamalkan konsep kepelbagaian isi kandungan, dan cuba untuk menarik perhatian pelbagai golongan audiens.
- 47. MAJALAH: SEJARAH DAN PERKEMBANGAN • Akhir era 1700 ▫ Majalah di Amerika lebih mengkhusus kepada masyarakat yang berpendidikan dan golongan elit, dan juga di kalangan masyarakat kelas pertengahan. ▫ Pada masa ini, kebanyakan majalah masih menekankan aspek politik, termasuk majalah Port Folio – majalah pertama yang mencapai paling banyak edaran nasional. • Awal era 1800 ▫ Kemunculan tren baru dalam industri majalah. Isi kandungan yang lebih mengkhusus –e.g.: “literary miscellanies”, spt Saturday Evening Post (1821- 1969). Editor bg majalah ini ingin mempopularkan kemunculan kesusateraan Amerika.
- 48. MAJALAH: SEJARAH DAN PERKEMBANGAN ▫ “Special miscellanies” fokus kepada topik yang lebih spesifik dan disasarkan kepada khalayak yang khusus. E.g.: Ladies’ Magazine adalah merupakan majalah wanita pertama Amerika yang berjaya mendapat tempat di hati pembaca. 1840 ▫ Penerbitan majalah mula berkembang dan tumpuannya menjadi lebih meluas agar dapat mencapai khalayak massa.
- 49. MAJALAH ERA MODEN • Majalah yang masih tidak menyesuaikan isi kandungannya dengan khalayak pada masa kini tidak mampu bertahan lama dalam industri media cetak. • Syarikat penerbitan majalah masa kini telah mengubahsuai isi kandungan mengikut kecenderungan khalayak massa. Oleh itu, isi kandungannya lebih menekankan khalayak massa daripada khalayak khusus spt kehidupan moden, isu semasa dan cerita yang berkait dengan kejayaan. Dengan konsep sebegini, penjualan majalah kini lebih meningkat, ianya menjadi lebih murah untuk diterbitkan, dan dijual dengan harga yang lebih murah.
- 50. MAJALAH ERA MODEN • The Saturday Evening Post merupakan salah satu majalah yang berjaya menarik perhatian pembaca. Majalah ini telah diubahsuai mengikut keperluan semasa masyarakat; meliputi kejayaan perniagaan rakyat Amerika, cerita berkait dengan inspirasi kejayaan, cerita aksi, dan juga beberapa laporan fakta. Pada tahun 1937, majalah ini berjaya dijual sebanyak 3 million naskah. • New Yorker merupakan majalah moden “targeted magazine” pertama yang berjaya menarik pembaca dengan memberi penekanan kepada golongan pembaca upper-class, mempunyai taraf pendidikan yang tinggi, literate dan sofistikated.
- 51. The Saturday Evening Post
- 52. New Yorker
- 53. MAJALAH ERA MODEN • Salah satu formula majalah yang paling berjaya adalah majalah yg berkonsepkan newsmagazine. Majalah jenis ini bersaing hebat dengan suratkhabar kerana ianya menyediakan liputan berita yang amat luas. • 1923 – majalah Time telah diterbitkan oleh Henry Luce dan Briton Hadden. Mereka memperkenalkan majalah Time kerana mereka merasakan bahawa walaupun masyarakat dilambakkan dengan informasi, tapi mereka masih seperti kurang berpengetahuan. Dengan itu, majalah Time bukan hanya akan menyediakan liputan berita, tetapi merumuskan apa berita yang penting dan memberikan pandangan/pendapat mengenai sesuatu perkara
- 55. MAGAZINES IN THE DIGITAL AGE • Like other print media, magazine need to have a website, but they cannot put too much of the print magazine’s content on the site for free, or people won’t subscribe to the print version. • Publishers use their websites to generate additional income. ▫ E.g.: Modern Bride has a link to online shopping – readers can buy wedding-related merchandise.
- 56. MAGAZINES IN THE DIGITAL AGE Digital delivery offers many advantages: • It is much cheaper to deliver magazines digitally than paper printing. • A digital version can contain audio, video files and hyperlinks and can be searched easily. • Mobile magazines: customers are now able to read portions of some magazines on their PDAs or cell phones. European countries are pioneering this trend. • In the US, Vibe offered cell phone users a $2.99 per month subscription.
- 57. MAGAZINES: THE DEFINING FEATURES 1. Attract the most specialized audience. • There are publications that are designed to reach specific demographic groups, specific occupational groups, specific interest groups, and specific geographic groups. 1. Magazines’ relationship with social, demographic, economic and social trends. Of all the media, magazines are most in tunes with such trends. • Of all the media, magazines are most in tune with such trends.
- 58. Jenis-jenis Majalah 1. Majalah pengguna (Consumer magazines) 2. Majalah bisnes (Trade publications) 3. Lain-lain ▫ Review sastera dan jurnal akademik ▫ Newsletter ▫ Buku komik
- 59. Consumer magazines • Consumer magazines are any magazines that advertise and report on consumer products and the consumer lifestyle • Released at least three times a year, with a circulation of at least 3,000 general readers, and containing at least sixteen pages of editorial (as opposed to advertising) content. ▫ Women’s magazines make up the largest single group of consumer magazines. Teenage girls are the largest market within the youth category. ▫ Hobbies, sports and outdoors, men’s, entertainment, shelter, political, ethnic, and regional are some other categories.
- 60. Majalah Bisnes Memfokuskan kepada topik yang berkait dengan pekerjaan atau industri tertentu. Pembacanya terdiri daripada golongan yang terlibat dalam bidang perniagaan. Tidak dijual di gerai menjual suratkhabar. McGraw-Hill dan Penton merupakan dua syarikat penerbitan swasta yang banyak menerbitkan pelbagai majalah bisnes.
- 61. Review sastera dan jurnal akademik • Diterbitkan oleh organisasi nonprofit dan dibiayai oleh universiti atau organisasi profesional. • Ianya biasanya diterbitkan sebanyak 4 isu atau kurang dalam tempoh setahun. • Dijual secara langganan melalui pos. • Kebanyakkannya tidak mempunyai iklan. Eg: - Theater Design and Technology - Journalism and Mass Communication Quarterly - European Urology - Journal of Communication
- 62. Newsletters • kebanyakkannya merupakan 4-8 muka surat. • Small-circulation. • Dicetak secara ringkas. • Tujuan newsletters diedarkan untuk memberi informasi penting dalam bentuk yang mudah difahami. • Newsletters diedarkan melalui pos, faks, atau online.
- 63. Buku komik • Buku komik merupakan satu bentuk penceritaan melalui gambar dan tulisan • Diperkenalkan pada awal tahun 1930an • Buku komik boleh didapati dalam pelbagai topik. • E.g.: -Alvin and the Chipmunks ▫ -Green Lantern -Blade -Conan • “Archie comics” – target audiens adalah golongan remaja berumur 6-11 tahun. E.g.: Betty and Veronica ▫ Sabrina and the Teenage Witch
- 64. Buku komik (cont…) • Buku komik bulanan – target audiens golongan remaja dan golongan muda • Berkonsepkan ‘heroic adventure’ dan ‘science fiction tales’.
- 65. Buku Komik