CHAPTER 2.

OLD MEDIA IN THE NEW WORLD

 Analyze the changes between the old new media;
 Analyze the possible solution on the death of new media; and
 Illustrate the importance of the media.

Croteau and Hoynes (2003) stated that the "new era of communication" was made sense by the flow
of information that is one of the main purposes of the internet. The internet is continuously developed and it
reached the point that it gained attention in unstoppable development. With the complexity of the internet,
people can retrieve new information and knowledge about people and the world. It is said that internet users
are not only limited to the use of information and communication technology but their way of acting and living
their lives are attached to these technology (Holmes, 2005). Starting from the invention of internet, the first
media age is beginning to lose its audiences, its purpose as major source of public information and is
challenged to survive from dying of the industry.
According to Castells (2003), internet gave people the idea of the internet being means of
communication from many people to many people in specific time on a global scale. In this connection,
internet allows its audience to have freedom of information and speech by expressing their own thoughts,
ideas, emotions, and feelings. This concept of internet is contrary to the broadcasting media that allows one
person to disseminate information to many people.

Lesson 1. Print Media

Print media are traditional way of knowing the information. By the form newspaper, magazines, posters,
banners and any form of printed materials. Print media is a printed information which is to be spread by the
use of paper. It is one of the oldest and basic way of spreading out of news. In early years, people used to
handwrite all info before printing material were invented. It was a painstaking work to produce a large printed
or handwritten information. But print media are not just for the news and magazine. This production holds a
massive area of media, including important letter, mails, yellow pages, direct mail and outdoors advertising.
Majority of the information coming from this source are considered as true info. According to Husted, (2017)
"Basically, this involves personalizing print media to let customers feel more connected to your brand."

Types of Print Media

1. Newspaper-Newspaper is considered to be the most popular form of print media. These are used to
disseminate reliable news to huge mass of people. Usually, newspapers are delivered at homes or made
available at newsstands and stores.

2. Newsletter-Newsletter is a source of information for small communities or groups. The people who are
subscribing to a newsletter share same interest regarding a certain topic or event. Also, these are used for
promotional use.

3. Magazine-Magazines offer articles about various topics like entertainment, celebrities, food, fashion, and
many more. Unlike newspapers that are published every day, magazines are published monthly,quarterly
or annually. Also, magazinehave a larger scope because some titles are circulating around the world.

4. Banner-Banners are usually made of cloth or paper. Banners are used to display slogans, logos, and
other specific messages. Also, banners are used for advertising and promotion of some products and
companies.

5. Billboards-Billboards are made for advertisements and usually made with graphics and texts. These are
printed in huge size so that it can be read from far distances and to catch more attention. Billboards are
considered to be the costliest kind of print media.

6. Books-Books are the oldest kind of print media. Books give writers the freedom to share their knowledge
about a certain topic. Books provide a variety of genres and topics like literature, history, fictional stories,
romance, science, and so on. Books are not limited to give knowledge but they also provide entertainment
to its audience.

7. Brochure-Brochures give information about a certain company or an organization. Usually, brochures are
for giveaways so that brands can be remembered by people.
8. Flyers-Flyers are mostly used by small brands to help them build their names to the industry. It is usually
distributed at malls, exhibitions, events, or parties.

9. Direct Mail-Small businesses use direct mail to develop awareness to the consumers and generate the
list of products and services for advertiser. However, it is difficult to maintain and not always cost-effective.
It tends to generate purchasing responses than television and appropriate to campaign the image
advertising than to indirect.

10. Yellow Pages-Yellow pages show and arrange the list of ad information and are easy to scan by
consumer according to products and services available, location, phone number; business hours; special
features, such as the acceptable kinds of payment (i.e., credit cards, checks); parking availability;
discounts; and delivery policies and emergency services. Yellow page ad is used to "complement or extend
the effects of advertising placed in other media.

11. Outdoor Advertising- It is a directional marker at point customers towards the business as its strength
and comes in two forms which are billboards and transit posters.

Lesson 2. Death of Print Media

The slow death of print media is evident to the current generation. Hardbound books are now tuning
into eBooks and kindles, and newspapers are now flashed paper is still going until and the first new broadc
allegedly believed that t into the screens of our devices. The current generation is attached to the continuous
innovation and development in technology. All these changes in technology make almost everything faster.
Fast food, fast cars, fast online shop transactions, fast internet, vast interconnectivity. With the vast
interconnectivity of the world, news comes fast to our smartphones. Before, we have to wait for the evening
news or the morning newspaper delivery. But now, our constant connection with the world, news comes in
within a ding of your phone.
Though this connectivity with the world is good at some point, in contrary, this may sacrifice the
quality and the factuality of the news that the people may receive. Fake news is widespread in the internet
and journalists were being pointed as the cause of this. Circulation of these kinds of news is now easier.
However, some of the sources are not really credible of writing such news. Nowadays, immediate news is in
high demand that is why people might take some unreliable news as factual. Also, due tothis, some journalists
might base their news in uncertain and faulty sources.
The advancement of media technology relinquishes the quality of its content. Unlike in print media, we
can say that it is factual for it goes through processes of fact checking and copy reading. Besides that, there
are still more bad effects of the death of print media. It can eradicate the businesses of local newspaper
publication that has not made its name online. Smaller communities will be having a hard time to receive local
news. And of course, it will tear down the number of jobs that can be offered to people. You may though that
quick news is convenient but it is not always reliable and good for readers. News produced in press may seem
slow but its contents are more accurate and factual. Maybe, we really just have to let our patience prevail to
get the quality news that we deserve.

The Newspaper
Newspapers are being predicted to be gone since the year 1960s. But the life of paper is still going
until now. It's been almost 92 years since television was made and the first new broadcast was in the 1940s
which is 79 years from now. It was allegedly believed that this new electric television broadcast will be the
death of newspapers and other print media. In the now current situation, the world has the internet and all
other electronics that could end the print media. And according to Professor Picard, people who have the
internet have reduced watching their TV, because of the usage of the internet. And newspapers cannot hit
equally the internet. But according to the (SPH magazines) research, a survey conducted by the IPSOS with
4,500 European consumers revealed surprisingly that 80% of people prefer reading on paper than on digital
media. Out of this, the digital native (18-24-year-old) mirrored the same result with 83% feeling that it was
nicer to read on paper."

The Sensible Print

Delivering a sense of comfort to the reader by holding and reading the material, this allows the reader
to familiarize the user which or where the crucial information they are reading. In online media site, there is
this article that leads to another link which might lead to a whole circle of the undying link, which can make
the reader having a difficulty to navigate what was the information they were reading.

Error-free news
 Meyer (1988) believed that newspaper is comprised of five dimensions, including accuracy, fairness,
bias, completeness, and trustworthiness, Newspapers and magazines are seen to be more credible, balance
and honest information, providing accurate balance of storytelling, complete information and unbiased news.

Newspaper as Historical Sources

Books, journal, newspapers and other printed materials when get aged is a big part of the history. Most
historians use books and newspapers as their utilized source, to track, solve and to reveal history. The
presence of these print media is not just source of information. The newspaper reflects the periods of time and
provides a glimpse from the past.

Importance of Print Media to the Marketing Industry

One of the leading beneficiaries of print media is the marketing industry It offers tangible, credible and
more engaging to the customers. Print helps the target market. Public posters and flyers are more convincing,
plus it gives comfort to the user. Printed materials engage more the customer and lead them to scan and
understand more about the offered product. The effect of print media to the marketing industry is definitely
important.

C. Types of Broadcast Media

1. Television
The television is a source of information and entertainment. To gain viewer's attention,
producers of television content basically use graphics, sound and music, color, and motion. Televisions
are also being used as medium of promotion by companies and brand with their advertisements. In
late 1940's television also known as TV was replicated by Filipino engineers and students then released
and introduced to the Filipinos ir used an analog TV; they are ABS-CBN Corp TV5 Network Inc. Analog
television in the Phil began to shut down on February 28, 2017, and scheduled to complete by 2023.

2. Radio
Radio is a premier medium for dissemination of news and information to the mass audience. Radio
has wide scope and reach as long as the radio has signal to connect with. Just like television, radio is
also being used by advertisers to promote their brands.

D. Music Industry
Making of music for years are human activities, individuals or groups; for thousands of years
music was part of our life. Written lyrics, folk song, storytelling and more are just evidences of the
world music history and industry. Music industry is the business of making music. Artists who create
music, perform, record and manage a profit-making business music. Behind the music, history makers
are the finest songwriters and composers. Songwriters picture each song with their emotions and
feeling, the words and meaning of each song.

Music Incorporated with Current Technology

The modern technology helps music producers create music easier. Also, musicians can use the
technology today to promote their music. Furthermore, musicians do not have to compete just to get some
shelf space at the music store and do not have to worry about their distributor. Physical records are now
getting outdated because artists are now publicizing their music through music streaming applications that can
be installed in mobile phones. Music streaming applications have grown since people are now looking for the
most convenient and easiest way to listen to music. These music apps require their users to subscribe for a fee.
Moreover, musicians now can deal with its audiences directly and do not have to have a third party
company just to reach out to their audience. Artists will now spend less just to promote their music. so The
technology today is powerful for the music industry because this can be the medium of musicians for self-
promotion that is easier and cheaper than the traditional music production.

List of the best music applications and streams available for iOS and Android.

1. Google Play Music

2. Apple Music
3. Youtube Music
4. Spotify
5. Shazam
6. Amazon Music
7. 8Tracks
8. TuneIn Radio
9. Sound Cloud
10. Pandora
 TEACHER’S INSIGHT
As the new era of communication media emerges, the traditional media is facing its slow death. The
internet is taking over the world and it allows people to control almost everything. With these changes, the
audience of the traditional media are now patronizing the internet. Though this traditional way of
disseminating information is slowly dying, the companies of these media are finding new ways to adapt the
changes and innovation in technology.
These changes have disadvantages, too. With the emergence of internet people now can share their
own thoughts and feeling too. This freedom given to the people leads to the spreading of news that are not
really reliable and factual. That is why some people are still relying on the traditional newspapers, televisions,
or radios. These traditional media produce news that are fact checked and they assure that they disseminate
factual news. Unlike the fake news in social media, some are based on opinions or worse, based on nothing
just to lead the people to other belief.
Though the traditional media are in competition with the new still the traditional print media are still
competing with the traditional broadcast media. Despite this competition, each kind of print and broadcast
media serves a specific kind of purpose that others cannot give
Music industry also changed together with the development of technology, FM radios and vinyl record
players emerged in the hos Now, only the FM radios survived the technological advancement and sadly, vinyl
records did not make it. In exchange, music streaming apps in the mobile phones serve as the new source of
entertainment to people which is more convenient and more portable compared to the older versions of music
players