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Summary Chapter No 10 Print Media
Summary Chapter No 10 Print Media
PRINT MEDIA
Before the advent of electronic media like radio and TV, newspapers and magazines were
the most important media. Apart from providing the news and the views, the newspapers
carried the ads also. Radio and TV directed a lot ad budget from the print media to the
electronic media. Still the print media has survived, and remains significant in any media
plan owing to its peculiar characteristics. Print is the only primary medium for the
industrial advertising. What makes the print media survive against the onslaught of radio
and TV? The method of receiving messages provides the answer to this question. Radio
listening or TV viewing are the passive activities with no role of the listener or the
viewer. However reading is an activity in which readers are involved. Print thus is an
ideal medium for conveying complex technical details, product benefit details and
product feature explaining details.