The world has become small with the advent of technologies. The Advertising industry too has changed a lot over time. How are print and electronic media coping with each other.
In an era when the world has become a global village, while access to information has become very easy, it has become equally important in keeping pace with the time. The ever-evolving technology plays a very crucial role in keeping one abreast of the happenings across the globe. Media’s contribution to this is very significant. It is your much needed vehicle for a smooth sailing in the world of information.
When it comes to choose from available media, print medium and electronic medium are the forerunners. Though Outdoor medium too is a major stakeholder. Print is arguably the oldest medium and still going strong ever after the onslaught of electronic medium which has become one of the most prefered medium since last two decades.
Print media broadly includes Newspapers, Magazines and other print literature which come in different shapes and sizes, and mostly are handy to carry. Alonghwith dissemination of knowledge, it has been a potent tool of advertising since long. It has been the most trusted partner of any advertiser to reach out to the people to sell their products and services. Before the advent of electronic media, and to a large extent even in its presence today, print media has has been first and the foremost choice of the advertisers. Besides product advertising, there are a range of services that find print media suitable and rewarding to advertise. From simple ads which take just four lines of a column to govt tenders and notices to full page and double spread ads, print media has been quite accommodating. And not to forget, its cost-effectiveness which is unparalleled as compared to any other medium.
Though popular by any standard, print media is just for the literate and educated masses. Its reach dwindles when it comes to uneducated people, especially belonging to the lower strata of the society. That’s the reason, it is still considered as the medium of elite.
Vis-a-vis print media, electronic media is a new player, but its popularity has challenged print media’s hegemony to quite a large extent. Though it can’t make print media redundant, but has eaten up its revenue in large proportions. In fact, it has compelled print medium to find new ways of revenue generation. Popularity of electronic media can be gauged from the fact that new channels are starting at regular intervals. It could not have been possible without profits through revenue.
Advertisers too have found TV & Radio - the flagbearers of electronic media, as a lucrative means to connect to their target audience. Television commercials are lively as compared to print ads, and speak in a lingo which immediately connects to the masses. That is one single leverage that puts electronic media in driver’s seat.
Needless to say, in this tussle between Print and Electronic media, advertisers are spoilt of choices, and having a field day, everyday. And both are trying their best to keep advertisers happy, and their revenue flowing. So, it’s for the advertisers and advertising agencies to create a perfect balance and get the best out of both.
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