Reluctant Advertisers Are Favouring Electronic Medium Today ?

Newspaper, a popular and favourite medium in mass communication system could have not found any considerable way so far, as to run comfortably in future. Economic downturn has been claimed to be the significant cause of such miserable condition as we see them presently. It is true, no one can’t deny that the economic recession that has been emerged globally, and has brought a severe captivity for the major sound entrepreneurs in this arena fiscally. Many big players in the market who once didn’t have care for incurring millons of dollar expanses in the head of ‘Ads’,now they have been fighting for subtle existence and breathing very slowly with hopelessly indeed.

Our point of view is not to search what the exact fact is, behind the existing economic slow down. We can say only what about is, that the print medium as a whole, (newpapers,magazines, periodicals) have been passing through a pitiable situation stubornly. The indomitable nagative affect , in the true sense,that has to face by the major newspaper organization is what to cope up with its extensive etablihment cost in huge amount as compared to other print medium like magazine,periodicals etc. It is evident, that, a handsful revenue from large quantity of advertisements that the newspapers were enjoying earlier, has come out to be shortend or be curtailed significantly. This shortfall in advertisement – might be an important cause of such drought in newspaper industry-but not be the one and only. I sniff another more causes could be there ! Today, in our fasterer life-style, we intake our required inforations and entertainments largely from the electronic media that can provide instantly what we demaqnd for. We have no such wastable time as well as patience to go with any further lengthy process of enjoying the same outcome from other sources or means. Time factor, has compelled the consumer audience to do so. Whenever, a very good alternative way is available as open to all, then why should look for another delayed one? The major portion of media audience today, have been exhibiting their greater exposure in electronic medium particularly in audio-visual medium. Such audience are being kept satisfied by the television medium duly.The keen ‘Advertisers’ are well known and aware of this- and pay their emphatic attention towards the electronic medium predominantly. The sponsors all, want to pay for their ads’ only to what could be disseminated widely,instantly and repeatedly. These advantages all at a time could be handled by the television medium only. It is quietly natural-best outcome would be rewarded highly.Television today, have been enjoying the sweet fruits of Ads. It is also undenieable that the pictorial presentation has a greater appeal and attraction to the audience as compared to other medium.It is futile to say,that ‘television’can enjoy the maximum advantages in this regard as it has greater command on the audience for its distinguishedcharacteristics.Televiion today, can easily and grab the lion’s share of launchable advertisements in the market.So why, the they could also be called ‘wealthy medium’definitely, as compared to other medium. Beside this, the internet publishers are fetching a considerably revenues from launchable advts for their pages well. While newspapers have been confronting toughest competition in this hurdle.A certain amount of advertisements that were going to newspapers,are now entering in the courtyard of the online news publishers. It is a significant matter indeed ! It is studies well, that the electronicmedium have greater impact value than print medium. It has wider range of audience which can transcend across the country even internationally. So, sponsors’interest or emphasis naturally would remain stick to the electronic medium vehemently. The advertisers are payingduly high reward for the best outcome. One point more to be taken to the account is,at the prime time of the television programme of any channel can accumulate the highest number of viewers who obviously go with by and large advertisements presented intermittently. Soch greater impact never could be expected at a time from other medium.

Newspapers particularly, have been residing presently at the declining position in such situation evolved due to economic downturn globally. Even now, newspapers are quite unable to battle with online publishing entrepreneurs also. If online publishing sector go ahead deliberately in organizing manner in future,it is believed that the greater ‘ fiscal success’ would shake hands with online publishers by replacing the newspapers boost significantly.

Present News Organizations Would Require To Rectify Their 'Adopted Policy'.

Mass media initiate demand and needs for the society by providing different sources in trems of valuable informations and messages or contents. Such messages from the mass media helps to evolve a viable environment for the members of the society as they could think and judge in better manner on any vital issue that sustains turmoils and anarchy in the society. Mass media try to co-ordinate the society people of different religion, caste education, professiona as well as economic and cultural group, that encourages them as well, and motivate to go side by side unitedly and strengthfully. Mass media call the major numbers of the people of the society into particicipation, with the needful issue or any acute problem appearing in the society predominantly, with a view to finding a possible solution or way. It is seen that we get confused of the evolved problem and remain sometime as undone or unsolved. We oftenly fail to perform or overcome such problem in organized manner. Mass media can accord our disintegration and reunite anykinds of disruptive or malice communal relationship if prevails within the society, by applying their ‘power of influence’through the transmission of various messages and effective presenrations, as to control the restless situation very keenly and competently as well. Moreover, during natural disasters like earthquake,flood,draught and femine and others, mass media keep a close look over the matter as to organize the different measures taken in this regard, by the state power. Mass media try to initiate and maintain a harmonious relationship among the administration and the local delegates, clubs, ngos’ and other society members with a view to achieving better result through proper utilization, of the resources available in hand. Mass media could appear as to be most effective organizer in the society through their multifarious abilities like power of persuation ,presentation advocacy by means of which, unifying as well as motivating the society members,can achieve the required goal for the society.

As the mass media deserve a social respect and dignity as well , they should hold good it by utilizing their power of influence, for the benefit of the society with a view to uplifting the standard of living of human life both physically and mentally. Ethically standardized presentations would require from the media organizations as to develop and retain the basic characteristics (like ideals and morality, sympathy, co-operation to other etc) of human beings which have been going to be extincted day by day. In the environment of crazy and flooded mass consumerism, the nature of mankind have significantly been affected. The extensive exposure of allurable products that oftenly induce and mislead human beings in obtaining the same irrespective of any proper judgement or assessment at all. Human beings today, fail to assess or judge on their cpacities in securing such expensive products for their use. Mass media have been acting as stimulant in this respect of mass consumerism diffusion and impulsing the society people drastically towards more to happen so. On the way of publishing contents for the consumer audience, the media have been establishing themselves as keen and shrewed agents for the big corporate houses. Today, we can not deny, that the big corporate houses want what,, is provided by the deflected as well as deviated media as to earn more revenues.The major presented contents involve Vulgurity and obscenity extensively which is not desirable. Earning more money always, does not necessarily mean ‘surrender of own existence and values’ that the present media usually do The mass media would require to think about their practices of such ‘humbuggery’, although trying to retain the dignified position in our society. The dealings of mass media, should never be concentrated towards earning money only.They are not business concern only, but at the sametime they are the institution for rendering education,developmental thoughts and ideas,focus on new horizon for new achievement for the society people also. They should never forget, that an ‘interdependency’ relationship is still existing between them and the society.The mass media should not treate our society as their ‘ Heavenly Market’ for generating revenue and where they can do whatever they like with the power of influence that they possess.

The most challenging days are waiting ahead for present media, where new concept of journalism in diverse ways have been emerging with handsful new opportunities and offer as to satisfy the needs of consumer audience. Many set-up in this regard have been on operation through online as to replace the conventional ‘ time consuming’ process of newpaper or other media organization. Such new ventures based on online activities would need lesser person engaged at least to serve the purpose of consumer audience pertainin a limited persons or group with specific interested areas. Such chaleanging alternative media for communication through unilateral or bilateral efforts,could establish their ventures robustly in near future.

News and news value in the mainstream journalism.

Today’s major newspapers available in the market, are presenting what their news stories to their favourite consumers in the same form and style and appearing as symmetrical significantly. It seems to be as all menus of different caterers, have been prepared from the same kitchen.So,naturally the taste and the flavour of the different news stories produced in the different brand names of big newspaper houses,comes to the audience or readers equally in the same get up nd style. The readers experience rarely the diversified tastes of news stories , although by turning the different pages of several newspapers. Perhaps, the readers think it “All have been looking eye to eye one another”.A got-up game like, isn’t it?The matter. of differentiation of so many news stories published in several newspapers, appear to be a puzzle cotest to the readers mostly.
Clearly, there is a hierarchy in the selection of news. Political news stories receive more prominent coverage than other say heroism. Disaster and crime stories receive special attention than any social or civic problems. The focus, it becomes clear, on events rather than issue and processes: on eminent or elite people rather than poor and marginalized: on exotic and novel rather than ordinary, the everyday and the usual. Evidently, certain ‘values’are at work in the way some happenings, some people, some nations, and some cities are considered newsworthy and others not so. Numerous happenings are not reported ;. a strict selection process shifts out what is not newsworthy, and chooses to publish what is. From whose perspective and in terms of which value- system is this selection being made?

It appears that journalists in all newspapers think alike and work according to the same set of values. It is studied also that the journalists hunt for packs; by and large they have the similar sense of what makes for news. They do not want to change their trend usually they feel comfortable as well as secured too. Neither these journalists extend their views from their whirlpool existence in different ways or angles nor they would have been allowed to move ahead innovatively by the newspaper organization. This approach of journalism can be designated as ‘pack journalism’. Further, how is that the journalists world over swear by that very ‘inverted pyramid structure’ when writing up the news? Such structure came into existence with the telegraph; the electronic media and the internet have a potential for experimenting with other format, but the journalist can not shed their old habits of thought and their old routines of working to deadlines. With round the clock news in news channels like CNN, BBC world and Star News and also in the internet, the traditional forms of journalism and the traditional routines of journalists have taken a thorough beating.

The front page of any newspaper is so important one, that it should carry most valuable and selective news of the day of which it belongs to. The firstpage must cater such choosy items of news which are special and ditinguised as compared other stored news in the newsgatherings. It carries the outlook as well as mission of the publishing organization which reflects the ‘news value’, and ultimately generates passion and appeal within the consumer readers. Here , a tasteful mind motivated by right attitude, is necessary to persue a very good presentable page No: 1 for any news daily. Proper selection apper to be a hard task as to pick up absolute pertinent ones from so many publishable events which can demand importance equally according to comparison.

To avoid the most challenging part of making a very good frontpage,newspaper organizations are adopting few tricky means or ways. Thus the newspaper manufacturers have virtually been able to intercept this growing challenge in making an appealing and attractive frontpage in sustainable manner. The news of sensitivity and of emotional nature, that can hit by virtue the sentiment of the people who have looked over the frontpage at least once for a moment. The consumer readers naturally,fall headlong over the newspaper as being inflenced and induced as well by scarring and splendid news presentation as provided in the frontpage, and remain stick to such ‘Induction’.

In the ethical perspective, the news on fatel accident, severe disaster or natural calamity which are intrinsically shocking and mournful, or anyatrocious murder or rape which belongs to inhuman part of our life, should never be published with greater exposure and in bold headline as accompanied by prominent photographs. In a word, it is inauthentic and provocative as well.Such carelessness is, stood as common practice of so many newspaper organizations as to sustain their commercial gain by extincting all morals and ethical values of journalism. In achieving just a commercial gain, newspapers of the present days,have been undergoing in the process of such culpable ‘ humiliation of ethical codes’now and then. The present newspapers are in a mess of deceiting the consumer readers.

Newspapers, by and large today, seriously engged in publishing political news profoundly keeping side all other needful matters of the society by paying no such considerable attention or priority at all.How do they dare it as being most prestigious and conscious institutions and have to go ahed with the society where they belong to.The indulgence of present media concerns with political affairs looks like that they are somehow obligated or accountable to the political personalities somehow. It seems to be that no other event of the socity, could be so value added and acceptable to the consumers or users.