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WHY PRINT?

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IntroductioIntro uct onn

Newspaper

Television

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Famous English and urduFamous English and urdu

newspapers of Pakistannewspapers of Pakistan

Urdu newspapers English newspapers

Daily Jang(since 1937) Dawn(since 1947)

Daily Express(since 1998) Daily times(since 2002)

Daily Nawa-i-waqt(since

1940)

The news international(since

1991)

Daily khabrain(since 1992) The nation(since 1986)

Daily Pakistan(since 1990) Business recorder(since 1965)

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6/21

8/8/2019 Print Media vs Electronic Media

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Cost calculation in print andCost calculation in print and

electronic mediaelectronic media

Print media Electronic media

CPM=cost of Adspace/circulation*1000

Cpp or CPRP=cost ofCommercial Time/Programrating

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Efficiency of TvFragmentation of Tv

Reasons for decline inReasons for decline in

Print media`s share:Print media`s share:

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Anum ShamimAnum Shamim

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Print media Vs electronicPrint media Vs electronic

MediaMedia

Print media Electronic media

Unlimited ad exposure Limited ad exposure

Habit Sound, sight and motion

High geographical selectivityLow geographical selectivity

High switching cost Low switching cost

More convenient Less convenient

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Nosheen PervezNosheen Pervez

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13/21

I i f

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Intensity ofIntensity of

competitioncompetition

Newspaper Television

Only few famous

newspaper Co.s

More than 100 tv

channels

Less competition High competition

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Decision makingDecision making

Newspaper Television

Large chain ofmanagement

Small chain ofmanagement

Methodical decisionmaking

Decisions based on 4-5managers.

More effective

decisions

Managers should be

same in all decisions

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Performance analysisPerformance analysis

Newspaper Television

Based on annual auditmeasurements.

Based on regularaudience

measurement

No urgency to makechanges

There is urgency tomake changes,showsare tied to ratings

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Syeda Saba ZaidiSyeda Saba Zaidi

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Determining whats newDetermining whats new

Newspaper Television

Offers depth Offers speed

Engages thereaders

Viewers getdistracted easily

Emedia is notdeep or thorough

Print media isuninteresting

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Business modelBusiness model

Newspaper Television

Variable cost fixed cost

flexible Inflexible

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ConclusionConclusion

Ads in print media retain moreattention

Print media is less disruptive

Print media is more informative