5. NEWSPAPERS
• History of newspapers
• Newspapers in the digital age
• Defining features of newspaper
• Newspaper audiences
• Advertising Revenue
6. PRINT MEDIA HISTORY: THE NEWSPAPER
• 1783 Daily newspaper began in the US
• 1800 Most large cities had at least one
daily paper
• 1820 There were 24 dailies
• 1830 Steam-powered press was built
• 1833 New York Sun was launched
• 1835 New York Herald appeared
• 1980 The birth of USA Today
• 1994 There were approximately 20 daily
papers had websites.
7. NEWSPAPER:PRINT EDITION AND ONLINE
EDITION
• The difference between online edition and print
edition:
▫ No page numbers
▫ Its pages are not divided into columns
▫ It has no top or bottom
▫ The text is in a different font from the print
version
▫ It does not contain the same ads as the print
version
11. NEWSPAPER:DIGITAL EDITION
• Digital edition (DE) offers the same content as
print newspaper, but in a format that can be read
on a computer screen.
• The format of DE is familiar to readers and they
are convenient.
• However, DE are not updated.
• DE require a lot of scrolling and zooming
• Newspapers currently available in digital form :
New York Times and the Boston Globe
• Digital newspaper ≠ online edition
12. NEWSPAPER: MOBILE EDITION
• New delivery channels of newspapers
• Wall Street Journal – offers a mobile edition to
subscribers over their cell phones.
• USA Today – provides news through cell phones
and PDAs to more than 100,000 customers.
13. DEFINING FEATURES OF NEWSPAPERS
1.Newspaper is made up of diverse
content – contain international,
national and local news. They also
feature editorials, letters to the editor,
movie listings, horoscopes, comics,
sports, film reviews, recipes, advice
columns, classified ads.
14. DEFINING FEATURES OF NEWSPAPERS
2. Newspapers are conveniently packaged. It is
organized according to content. There are
sections devoted to general news, financial
news, sports, and entertainment. Each story
contains a headline.
3. Newspapers are local.
4. The newspaper serves as a historical record.
5. Newspapers perform the watchdog role in
our society.
6. Newspapers are timely. News is not useful if
it is stale.
15. NEWSPAPER: THE AUDIENCE
• During the early stage of newspaper, it was
read primarily by the upper socioeconomic
classes.
• Young adults are more positive about reading
the news online.
• Percentage of adults reading newspaper:
Declined from 80% in the early 1960s to about 54% in 2004
• Percentage of online media readers:
▫ 4% went online at least once a week in 1995
▫ The figure was more than 25% in 2003
16. RECAPTURING READERS
• All print newspapers are faced with the task of
maintaining their loyal readers while attracting new
ones.
• Attracting readers:
▫ Using more color
▫ Changing the writing and editing style
▫ They are changing the content of the paper
▫ Giving away free tabloids to younger readers
▫ Designed to be reader friendly
▫ Section designed to attract crucial audiences: the idea
is to concentrate on news that people can “use” – that
is, news that is clearly relevant to their lives.
▫ Emphasizing localism
18. Suratkhabar: Pengiklanan
• Suratkhabar perlu menjana pendapatan.
Suratkhabar menghasilkan pendapatan melalui
2 cara:
▫ Pengiklanan
▫ Edaran suratkhabar
• 4 jenis pengiklanan:
pengiklanan runcit (retail advertising)
Classified ads
National ads
Freestanding Inserts (FSI)
19. Pengiklanan: Retail Advertising
• Iklan terdiri daripada kedai komputer, hospital,
restoran, kedai menjual kereta, panggung
wayang, pasaraya dll.
• Retail advertising merupakan pengiklan yang
paling penting. 50% iklan dlm suratkhabar
harian adalah terdiri dari jenis ini.
22. Pengiklanan: Classified advertising
• Merupakan penyumbang kedua terbesar bagi
sumber pendapatan akhbar, iaitu hampir 40%.
• Classified ads – merupakan iklan pendek utk
sesuatu produk atau perkhidmatan yang
dikelompokkan mengikut kategori masing-
masing.
• Ruang classified ads dijual kepada sesiapa yang
ingin menjual barangan mereka.
24. Pengiklanan: Pengiklanan Nasional
• Pengiklanan nasional adalah merupakan iklan
yang terdiri daripada syarikat besar: syarikat
nasional dan multinasional.
25. Pengiklanan: Freestanding Inserts (FSI)
• Merupakan kepilan cetakan yang mengiklan
produk, atau perkhidmatan yang khusus.
• FSI tidak dicetak sebagai sebahagian drp
suratkhabar, tetapi dimasukkan di dalam
suratkhabar selepas suratkhabar siap dicetak.
• FSI banyak didapati di dalam suratkhabar
pada hari Ahad.
• FSI dan pengiklanan nasional hanya
menyumbang 17% pendapatan suratkhabar,
tetapi ianya tetap diambil kira sebagai
penjana pendapatan akhbar yang penting.
27. Books
• Types of books
• Book publishing industry
• Book promotion
• Defining features of books
28. 28
Understanding Today’s Book Publishing
Industry
Types of Books
i. Trade books
Sold to the general public through book stores and to
libraries.
They can be hardbound, softbound, trade paperback.
Many types of books come in this format, but romance
novels and science fiction tales are among the most
common
They include titles for children and adults.
Most books sold today are trade books.
Eg. Hardcover fiction, nonfiction, cookbooks, art books,
travel books, novels and several other types.
30. Types of Books
ii. Professional books
• Directed to professional people.
• Contain specialized information needed by people in
specific occupations such as law and engineering.
• Professional books fall into 3 subcategories:
Technical and science books
Medical books
Business and other professional books
iii. Textbooks
• Published for elementary, secondary students and college
students.
• These books are chosen by the lecturers.
• Sold mainly through college bookstores.
31. Types of Books
iv. University Press books
• Published every year by university presses.
• Produce mainly scholarly materials in hardcover and softcover.
• Sold in college bookstores.
v. Mass-market paperbacks
• These books are defined not by their subjects but by where they
are sold.
• Although you can find them in bookstores, mass market books
are mainly distributed through “mass” channels - supermarkets,
newsstands, or airports.
• Many are reprints of hardcover trade books, others are only
published as mass market paperback.
• These books are made from cheaper paper.
• Cost less than trade paperbacks.
32. 32
Understanding Today’s Book Publishing
Industry
vi. Reference books
• Such as atlases, dictionaries and encyclopedias allow
people to look up facts and information.
• Many now appear on the Internet or CD-ROMs.
• Initially expensive to produce, they are profitable because
much of the content can be recycled into new editions
vii. Specialty books
Include any type of book that does not fit into one of the
other categories, such as religious books, anthologies of
comics and college yearbooks
33. 33
Understanding Today’s Book Publishing
Industry
Publishing the books
The Players:
i) The Authors
ii)The Agent
iii)The Editors
iv)The Publisher
v)The Bookseller
vi)The Reader
34. Publishing the books
i. The Authors
• Submitting manuscripts
▫ Some authors send an unsolicited manuscript to a
publishing house.
▫ But, larger publishers refuse to read unsolicited
manuscripts and only accept books that are submitted by
agents.
• Contract and Royalties
▫ A contract is an exchange of sorts. An author gives the
publisher a manuscript, the rights to publish the manuscript,
a set of guarantees.
▫ Royalties are the author’s share of a book’s net sales
income
A typical author’s royalty contract can run between 6-15
percent of the ‘cover price’ of the book.
35. Publishing the books (cont…)
ii. The Agent
• Agents represent authors by making
arrangements to show their manuscripts to
publishers who may be interested in turning
those manuscripts into books.
36. 36
Publishing the books (cont…)
iii) The Editors
• Editors are at the center of the publishing business.
• Acquisition editors
▫ Look for potential authors.
▫ Responsible for obtaining books/stories to be published.
• Developmental editors
▫ Works directly with the author during the writing of a book,
going over each chapter and suggesting major revisions.
▫ They are common at textbook houses, but are rare in other
branches of book publishing.
• Production Editors
▫ Manages all the steps that turn a double-spaced
typewritten manuscript into a book.
• Copy Editors
▫ Carefully polishes the manuscript line by line.
37. 37
Publishing the books (cont…)
iii) The Publisher
Book Publishing houses
• the organisations that supervise the overall production of books,
including the development of new books, editing, printing, and
marketing
▫ Minority publishers are often small, independent publishers that
target specific minority audiences.
▫ University presses are affiliated with and subsidized by
universities and produce mostly academic books, often original
research by faculty.
▫ Small presses have few employees and minimal facilities, and
usually produce books that the big publishers are not interested –
such as poetry. they can specialize in specific topics, such as the
environment or bicycling.
38. 38
Understanding Today’s Book Publishing
Industry
Book Promotion
• Publishers promote their books in a variety of ways to maximize
sales.
▫ Bookstore displays
▫ Jacket blurbs are favorable comments on the covers of books.
▫ Book review: advance copies of books go to newspapers and
magazines for review.
▫ Excerpts: putting a fragment of that book are placed in
magazines or newspaper and on Web sites. Eg. Offer sample
chapters as free downloads.
▫ Book fairs: where publishers traditionally show their books
▫ Radio and TV interviews: Make appearances on TV, radio, and in
bookstores.
40. 40
Understanding Today’s Book Publishing
Industry
iv) The Bookseller
• Independents bookseller are privately owned stores,
usually operated by their owners. They may be big or small, they
may specialize in a narrow niche or carry a little bit of everything.
They usually have only one location but may have a handful of
outlets usually in the same geographic area and usually overseen
by the same small group of people.
• Chain stores are owned or franchised by large retailers such as
Borders, Barnes and Noble, MPH.
• Online booksellers like Amazon.com, Barnes & Noble sell books
over the Internet.
41. 41
Understanding Today’s Book Publishing
Industry
v) The reader
• Bibliophiles read 50 or more books each year.
• Casual readers read several books a year.
• Required readers read only what they must read for
school or work.
• Nonreaders fall into two categories:
▫ Illiterates cannot read.
▫ Alliterates can read but do not.
42. BOOKS: THE DEFINING FEATURES
1. Books are the least “mass” of the mass media.
2. Books can have a cultural impact that far
outweighs their modest audience size.
3. Books are the oldest and most enduring of the
mass media.
44. MAGAZINES
• The history and the development of magazine
• Magazines in the digital age
• The defining features of magazines
• Types of magazines
45. MAJALAH: SEJARAH DAN PERKEMBANGAN
1700
• Majalah mula berkembang di Great Britain. Terdiri daripada
majalah bersifat fiksyen dan bukan fiksyen.
1741
• Majalah pertama diterbitkan di Amerika.
• Andrew Bradford memperkenalkan American Magazine
• Ben Franklin menerbitkan General Magazine.
• Tetapi majalah-majalah awal ini tidak dapat bertahan lama
dlm pasaran. American Magazine hanya berada di pasaran
selama 3 bulan. General Magazine and Historical Chronicle
bertahan selama 6 bulan
1820-1840
• the Knickerbocker, Graham’s Magazine, and the Saturday
Evening Post diperkenalkan.
46. MAJALAH: SEJARAH DAN PERKEMBANGAN
• 1775-1789 (Revolusi Amerika)
▫ Kebanyakan majalah mengambil pendekatan
politik. Eg.: Pennsylvania Magazine
▫ Selain penekanan kepada politik, majalah-
majalah pada zaman ini juga dipanggil
miscellanies kerana ianya mengamalkan
konsep kepelbagaian isi kandungan, dan
cuba untuk menarik perhatian pelbagai
golongan audiens.
47. MAJALAH: SEJARAH DAN PERKEMBANGAN
• Akhir era 1700
▫ Majalah di Amerika lebih mengkhusus kepada masyarakat yang
berpendidikan dan golongan elit, dan juga di kalangan
masyarakat kelas pertengahan.
▫ Pada masa ini, kebanyakan majalah masih menekankan aspek
politik, termasuk majalah Port Folio – majalah pertama yang
mencapai paling banyak edaran nasional.
• Awal era 1800
▫ Kemunculan tren baru dalam industri majalah. Isi kandungan
yang lebih mengkhusus –e.g.: “literary miscellanies”, spt
Saturday Evening Post (1821- 1969). Editor bg majalah ini ingin
mempopularkan kemunculan kesusateraan Amerika.
48. MAJALAH: SEJARAH DAN PERKEMBANGAN
▫ “Special miscellanies” fokus kepada topik yang
lebih spesifik dan disasarkan kepada khalayak
yang khusus. E.g.: Ladies’ Magazine adalah
merupakan majalah wanita pertama Amerika yang
berjaya mendapat tempat di hati pembaca.
1840
▫ Penerbitan majalah mula berkembang dan
tumpuannya menjadi lebih meluas agar dapat
mencapai khalayak massa.
49. MAJALAH ERA MODEN
• Majalah yang masih tidak menyesuaikan isi
kandungannya dengan khalayak pada masa kini tidak
mampu bertahan lama dalam industri media cetak.
• Syarikat penerbitan majalah masa kini telah
mengubahsuai isi kandungan mengikut kecenderungan
khalayak massa. Oleh itu, isi kandungannya lebih
menekankan khalayak massa daripada khalayak khusus
spt kehidupan moden, isu semasa dan cerita yang berkait
dengan kejayaan. Dengan konsep sebegini, penjualan
majalah kini lebih meningkat, ianya menjadi lebih murah
untuk diterbitkan, dan dijual dengan harga yang lebih
murah.
50. MAJALAH ERA MODEN
• The Saturday Evening Post merupakan salah satu
majalah yang berjaya menarik perhatian pembaca.
Majalah ini telah diubahsuai mengikut keperluan semasa
masyarakat; meliputi kejayaan perniagaan rakyat
Amerika, cerita berkait dengan inspirasi kejayaan, cerita
aksi, dan juga beberapa laporan fakta. Pada tahun 1937,
majalah ini berjaya dijual sebanyak 3 million naskah.
• New Yorker merupakan majalah moden “targeted
magazine” pertama yang berjaya menarik pembaca
dengan memberi penekanan kepada golongan pembaca
upper-class, mempunyai taraf pendidikan yang tinggi,
literate dan sofistikated.
53. MAJALAH ERA MODEN
• Salah satu formula majalah yang paling berjaya adalah
majalah yg berkonsepkan newsmagazine. Majalah jenis
ini bersaing hebat dengan suratkhabar kerana ianya
menyediakan liputan berita yang amat luas.
• 1923 – majalah Time telah diterbitkan oleh Henry Luce
dan Briton Hadden. Mereka memperkenalkan majalah
Time kerana mereka merasakan bahawa walaupun
masyarakat dilambakkan dengan informasi, tapi mereka
masih seperti kurang berpengetahuan. Dengan itu,
majalah Time bukan hanya akan menyediakan liputan
berita, tetapi merumuskan apa berita yang penting dan
memberikan pandangan/pendapat mengenai sesuatu
perkara
55. MAGAZINES IN THE DIGITAL AGE
• Like other print media, magazine need to have a
website, but they cannot put too much of the
print magazine’s content on the site for free, or
people won’t subscribe to the print version.
• Publishers use their websites to generate
additional income.
▫ E.g.: Modern Bride has a link to online shopping –
readers can buy wedding-related merchandise.
56. MAGAZINES IN THE DIGITAL AGE
Digital delivery offers many advantages:
• It is much cheaper to deliver magazines digitally
than paper printing.
• A digital version can contain audio, video files
and hyperlinks and can be searched easily.
• Mobile magazines: customers are now able to
read portions of some magazines on their PDAs
or cell phones. European countries are
pioneering this trend.
• In the US, Vibe offered cell phone users a $2.99
per month subscription.
57. MAGAZINES: THE DEFINING FEATURES
1. Attract the most specialized audience.
• There are publications that are designed to reach
specific demographic groups, specific
occupational groups, specific interest groups,
and specific geographic groups.
1. Magazines’ relationship with social,
demographic, economic and social trends. Of
all the media, magazines are most in tunes with
such trends.
• Of all the media, magazines are most in tune
with such trends.
58. Jenis-jenis Majalah
1. Majalah pengguna (Consumer magazines)
2. Majalah bisnes (Trade publications)
3. Lain-lain
▫ Review sastera dan jurnal akademik
▫ Newsletter
▫ Buku komik
59. Consumer magazines
• Consumer magazines are any magazines that advertise
and report on consumer products and the consumer
lifestyle
• Released at least three times a year, with a circulation of
at least 3,000 general readers, and containing at least
sixteen pages of editorial (as opposed to advertising)
content.
▫ Women’s magazines make up the largest single group
of consumer magazines. Teenage girls are the largest
market within the youth category.
▫ Hobbies, sports and outdoors, men’s, entertainment,
shelter, political, ethnic, and regional are some other
categories.
60. Majalah Bisnes
Memfokuskan kepada topik yang berkait dengan
pekerjaan atau industri tertentu.
Pembacanya terdiri daripada golongan yang terlibat dalam
bidang perniagaan.
Tidak dijual di gerai menjual suratkhabar.
McGraw-Hill dan Penton merupakan dua syarikat
penerbitan swasta yang banyak menerbitkan pelbagai
majalah bisnes.
61. Review sastera dan jurnal
akademik
• Diterbitkan oleh organisasi nonprofit dan dibiayai oleh
universiti atau organisasi profesional.
• Ianya biasanya diterbitkan sebanyak 4 isu atau kurang
dalam tempoh setahun.
• Dijual secara langganan melalui pos.
• Kebanyakkannya tidak mempunyai iklan.
Eg: - Theater Design and Technology
- Journalism and Mass Communication Quarterly
- European Urology
- Journal of Communication
62. Newsletters
• kebanyakkannya merupakan 4-8 muka surat.
• Small-circulation.
• Dicetak secara ringkas.
• Tujuan newsletters diedarkan untuk memberi
informasi penting dalam bentuk yang mudah
difahami.
• Newsletters diedarkan melalui pos, faks, atau
online.
63. Buku komik
• Buku komik merupakan satu bentuk penceritaan melalui gambar
dan tulisan
• Diperkenalkan pada awal tahun 1930an
• Buku komik boleh didapati dalam pelbagai topik.
• E.g.: -Alvin and the Chipmunks
▫ -Green Lantern
-Blade
-Conan
• “Archie comics” – target audiens adalah golongan remaja
berumur 6-11 tahun.
E.g.: Betty and Veronica
▫ Sabrina and the Teenage Witch
64. Buku komik (cont…)
• Buku komik bulanan – target audiens golongan remaja
dan golongan muda
• Berkonsepkan ‘heroic adventure’ dan ‘science fiction
tales’.
