Types of Media

Lecture – 3
 • From a newspaper and magazine to TV and radio to
billboards to social media and websites, all are
understood as different types of media.

Types of • Generally, they all can be classified into three different

categories
Media
• Print Media
• Broadcast Media
• Internet Media
 1. Print Media

• Print Media is the oldest form of

media, and it used to be the only
medium of entertainment back in
the 80s and 90s.

• People depended on different

types of print news media like
magazines, newspapers, and
books for all kinds of political,
social, entertainment, and
informative news.
 1. Print Media

• Print media is one of the most effective media types to

know all kinds of information about the world or a country.

• Print media includes newspapers, magazines, books, and

direct mail (including flyers and postcards).
 Newspapers as print media
• There are national, regional, and newspapers of specific interest made by news and
organizations for the masses to know about the world.
• They spread a large amount of information, to the readers, especially at low prices.
• They include various advertisements like classified ads, special and free-standing inserts, and
display ads.
• Classified ads are arranged according to the product or service.
• Display ads are promoted through illustrations, visual elements, or photos.
• The inserts like public notices and tender notices are classified as Special Inserts.
• The ads inserted in between the newspapers to attract the customers are classified as Free
Standing Insert.
• Newspapers provide instant delivery of news and information and certain
unique features that might interest the readers.
• Some of the advantages and disadvantages of this medium are listed below.

Merits
• Newspapers enjoy a large number of readers.
• The target audience is local and national.

Demerits
• The paper quality is low and cheap.
 Magazines as print media
• Magazines are the medium of specialized advertising,
resulting in paying higher for advertisements than
newspapers.
• Magazines can be categorized into two types, consumer
magazines, and business magazines.
• Consumer magazines include information about lifestyle,
glamour, special interests, and the world of entertainment.
• They are published monthly.
• On the other hand, business magazines deliver news,
research, and information associated with a specific
industry.
• They are printed quarterly or monthly.
Merits

Magazines use high-quality paper, unlike newspapers.

The level of reader engagement is high.

Demerits

Magazines can prove to be expensive.

Direct mail as print media
• It is a type of media that delivers informational flyers or performs promotions
through postcards.
• It ensures the delivery of information to the customers at their business or home
address.

Merits
• It personalizes the mails for advertisers.
• The audiences are primarily specific.
Demerits
• It can be expensive and requires planning.
 2. Broadcast Media

• Broadcast media eases the expansion of information by disseminating it to a larger audience.

• It can conveniently reach illiterate people as it requires just the visual and auditory sense
organs to understand the news played on radio, television, or movies.

• Audios, videos, and the written content are included in broadcasting media.

• They are the mediums through which information, whether essential or entertaining, is
reached to the masses using specific methods.

• Television, radio, movies are the primary forms of Broadcast media.

 Television as Broadcast Media
• The invention of the television was done long after the newspapers
were considered the original form of media.
• It turned out to be one of the most effective mediums of delivering
information as it was used for various purposes.
• There were very few channels available on television for the audience
in the past.
• However, TV channels are now largely numbered and are categorized
according to news, drama, children, movies, entertainment, sports,
etc., making it the number one media of broadcasting.
• The flexibility of advertising on television is high as the advertisers
can use shocking, creative, or emotional methods to gain viewers’
attention.
• However, the running span of ads is short, and any advertisement can
play only for 15, 30, or 60 seconds.
Merits
• Television has a high rate of viewers.
• Viewers can watch without extra effort.

Demerits
• Advertisements played on TV cost high.
 Radio as Broadcast Media
• The radio waves deliver the news by transmitting the
content to the public.
• Radio has a high audience reach, so it is widely used for
advertisements of products and brands.
• It is the oldest type of media, and people use it today for
knowing weather forecasts and traffic.
• Radio has extended coverage as it enjoys millions of
listeners across the nation.
• It can be conveniently accessible to those who cannot
afford to read or listen to other types of Media.
Merits
• The advertisements on the radio are
cheaper.
• The audience can be targeted specifically.

Demerits
• The listeners might lose interest in
responding.
 Movies as Broadcast Media
• Movies are the most significant opportunity for advertisers to market
their products beyond the traditional methods of advertising.
• Movies have vast reach and are reported to have 1 billion viewers on
an annual basis.
• The movie studio can have a deal with the company wanting to sell
its product.
• As a result, the characters in the movies may take the names of
products or brands or can be shown using them, which leads to their
advertisement.
• Movie theatres also run ads before a movie starts.
• Advertisers can research the market and play ads by specifically
targeting the audience according to interests and age.
Merits
• They have an engaged audience.
• There are few distractions in movie
theatres.

Demerits
• The ads played in movies are expensive.
 3. Internet Media
• Tim Berners Lee invented the World Wide Web in 1989, and since then, the internet has been
taking over other types of media drastically.
• It is also known as Digital Media or New Media.
• It is an attractive two-way communication where the users get to stay active and produce
information.
• The video or audio content delivered and communicated online comes in Internet Media.
• Graphics, interactive elements, words, and images can be included in this type of media.
• The Internet also allows us to see the types of news we want, making it a lot more convenient
than traditional media.
• From electronic mails to mobile messaging to online journals, all are integral to internet
media channels.
 Emails as Internet Media
• Emails help companies to quickly and easily reach their
customers.
• They require less research as one doesn’t need to search
for a customer’s email address as they frequently provide
it at sales.
• On the other hand, people also have the facility to open or
not open the mails.
• So, few of them might open and visit the advertising site.
• Most of them might not prefer even opening the mail.
 Social Media as Internet Media
• Social media or social networking sites are Instagram, Facebook, Twitter, Snapchat,
YouTube, Quora, etc.
• People across the globe frequently and widely use this type of media.
• So, it becomes an important medium for companies to market their products as it is popular
and has longevity.
• Social media aim to establish interaction and communication, so the ads can also be quite
interactive, increasing the chances of user engagement.
• Social media has the feature of writing comments in an open section which increases the
chances of negative posts and comments.
 Assignment – 1

• Assignment should be of 2 pages.

• Each group has to collect one news for all 3 types of media.
• Compare the news format for each type of media.
• Submit assignment in hard copy along with the news.
• Assignment submission is due on 15th November, 2021 (11:30 am).