NEWSPAPERS, MAGAZINES,

TV and RADIO
LECTURE 5
 THE PRESENT AND FUTURE OF
TRADITIONAL MASS MEDIA
• Traditional mass media have reinvented themselves and are often very convergent
and synergistic with digital.
• Consumers are more active in their media choices and exert more control over
content exposure.
• User-generated content from viral videos, social media sites, and other sources offer
non-commercial information about brands and brand experiences, a trend that is
only accelerating.
• The result? Advertisers are turning more often to digital, social, and mobile media
that offer new, different, and cost-effective ways to reach target markets.
 NEWSPAPERS AND DIGITAL
NEWSPAPERS
• Digital newspapers and apps complement the traditional paper for more synergy,
flexibility, and reach.
• Newspapers have reinvented themselves and revamped their business models to
remain competitive in the digital age.
• Print subscriptions have declined, but paid digital subscriptions are growing.
• Newspapers can have high digital readership that doesn’t translate into digital
subscriptions.
• Consumers are now getting their news from TV, news websites, news apps, and radio
more frequently than they do from traditional newspapers.
 NEWSPAPERS AND DIGITAL
NEWSPAPERS
Categories of Newspaper Advertising
• Display Advertising
• Display advertising uses standard components of a print ad to set it off from the news content
of the paper
• Inserts
• Folded into the newspaper before distribution and are either preprinted inserts or free-
standing insert (FSI).
• Classified Advertising
• Classified advertising: Appears as all-copy messages under specific categories (such as sporting
goods, employment, automobiles, etc.)
 NEWSPAPERS AND DIGITAL
NEWSPAPERS
The Future of Newspapers
• To remain a viable advertising medium, newspapers will have to:
• Continue to provide in-depth coverage of issues that focus on the local community.
• Continue to provide some coverage of national and international news (hyper-localism).
• Borrow from the Internet’s approach to advertisers—be accountable to advertisers and offer local advertisers a
pay-per-inquiry model for ad costs.
• Maintain and expand their role as the best local source for consumers to find specific information on advertised
product features, availability, and prices (hyper-localism).
• Provide consumers/buyers the option of shopping through an online newspaper service.
• Take advantage of social media for local coverage of events, user-generated content, and dialogues with readers.
• Become more mainstream in IBPs relating to newer media.
MAGAZINES: ADVANTAGES AND
DISADVANTAGES
 THE FUTURE OF MAGAZINES
• Magazines are adapting to digital, social, and mobile media opportunities.
• Publishers have to worry about cannibalizing their print circulation, so many are generating revenues
from separate print and digital subscription offers.
• Publishers are exploring other ways to take advantage of the interactive environment
beyond just digital version publications.
• Some magazines are starting to make the products advertised in the publication available for sale
online.
• Magazines are leveraging content in other media, such as TV and social media, to engage consumers
beyond the printed page, building audiences and encouraging buzz about the magazine brand.
 TELEVISION

 There are 2 types of TV connections in India:

 Direct-to-Home (DTH)

 Cable TV
TELEVISION- DTH vs. CABLE TV
TELEVISION: ADVANTAGES AND
DISADVANTAGES
 MEASURING TELEVISION
AUDIENCES- TRP
• TRP stands for Television Rating Point. TRP of any channel or
programme depends upon the programme that is displayed.
• TRP enables advertisers and investors to understand the mood
of the people.
• According to the TRP of a TV Channel or programme advertisers
decide where to display their advertisements and investors will
decide about the investment of the money.
 MEASURING TELEVISION
AUDIENCES- TRP
• TRP is calculated by Indian agency the Broadcast Audience Research
Council using “BAR-O-meters."
• The BARC releases weekly TRP results every Thursday ranking all TV
channels and TV programmes.
• BARC has installed “BAR-O-meters” in over 50,000 impanelled households.
• In this way, some thousand viewers are surveyed in the form of justice and
sampling. These gadgets record data about the channel or programme
watched by the family members or selected people. This method is called
the People meters.
 MEASURING TELEVISION
AUDIENCES- TRP
• Another method is known as picture matching where the people
meter records a small portion of the picture that is being
watched on the TV. This data is collected from a set of homes in
the form of pictures and later on is analysed to calculate the
TRPs.
 THE FUTURE OF TELEVISION
• Streaming is likely a big part of the future of television.
• Equally important is the “TV everywhere” concept.
• A significant percentage of households are “cutting the cord” by using entertainment-
streaming sites to substitute for cable TV.
• A lighter ad load is seen as unsustainable in order for online TV to achieve profitability,
but will heavier loads reduce online viewership?
• The “partnership” between TV and social media has many possibilities.
• TV, despite its limitations, will continue to be an important part of the IBP mix for many
advertisers.
 SHARE OF AUDIENCE
• Share of audience refers to the proportion of households that are using TV during a
specific time period and are tuned to a particular program.
• If 80 million households are using their TVs during a program’s time slot, and 6.25
million viewers are tuned to that particular program, what is the program’s share of
audience?
A. ~6 share
B. ~8 share
C. ~13 share
D. ~80 share
 SHARE OF AUDIENCE
• Answer:
B. ~8 share—
6,250,000 / 80,000,000 = .078125 x 100 = ~8 share
 RADIO
• At present, radio audience measurement in India is conducted by AIR and TAM Media Research.
• AIR carries out periodical large scale radio audience surveys on various AIR channels only.
• TAM Media Research conducts radio audience measurement on private FM Radio channels only
through an independent division, which is a joint service between IMRB International and Nielsen
Media Research.
• It uses the paper diary method to measure Radio listenership with a panel size of 600 individuals
each in Bengaluru, Delhi, Mumbai and Kolkata.
• Listenership data is provided on a weekly basis.
• There is no integrated listenership data available either for AIR or private FM radio channels.
• Thus the advertisers do not have any realistic data for making decisions relating to placement of
advertisements in various channels.
RADIO: ADVANTAGES AND
DISADVANTAGES
 THE FUTURE OF RADIO
• Increased audio quality of satellite radio offers a huge advantage.
• There has been a large degree of consolidation in the traditional radio
market, leading to consistency of radio programming quality and ease of
ad buying.
• Access to radio via digital devices is changing where and when consumers
listen and how actively they listen.
• Advertisers are looking at the impact on reach and exposure as
subscription-based streaming radio gains ground.
THANK YOU