Introduction to Mass Communication

MCM-301
Different Types of Media;
From a newspaper and magazine to TV and radio to billboards to social media and websites, all
are understood as different types of media.
Generally, they all can be classified into four different categories-

1. Print Media
2. Broadcast Media or Mass Media
3. Internet Media
4. Out of Home Media

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.
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.

Merit
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.
They also contain content like informational pieces, research, recipes, etc., which are
helpful even after a long time. So, magazines enjoy a more extended period of relevance
than newspapers.
However, the competition level for magazines is high as magazines have similar target
audiences. So the competition increases when it comes to ad space and readership.
Merits
Magazines use high-quality paper, unlike newspapers.
The level of reader engagement is high.
Demerits
Magazines can also prove to be expensive.
 Direct Mail as print media
A type of media delivers informational flyers or performs promotions through postcards
via USPS. It ensures the delivery of information to the customers at their business or home
address.
Merits
It personalizes the emails for advertisers.
The audiences are primarily specific.
Demerits
It can be expensive and requires planning.

Broadcast Media or Mass Media

The term broadcasting stands for the seeds sown in farms by scattering them in a large field. So,
broadcast media or mass media also 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 or mass 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 or Mass 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, the 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 advertisements without extra effort.
Demerits
Advertisements played on tv cost high.
 Radio as Broadcast or Mass 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 or Mass 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.
Despite this, movie ads can have a low frequency as people might not go to theatres because
theatres are expensive, and they have OTTs running and giving them competition.

Merits
They have an engaged audience.
There are few distractions in movie theatres.
Demerits
The ads played in movies are expensive.

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.
The types of internet media are Emails, Social Media, podcasts, online forums, blog websites,
classified ads, etc.

 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, let alone seeing the site.

Merits
The sending and receiving messages are free.
They are pretty easy to create.
Demerits
The competition is high for advertising.
 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.
Companies can directly communicate with customers. It has a large amount of data
available, which increases the evaluation and performance of knowing the customers.
Advertisers can easily use various programs to track, report, or monitor performance on
social media. Nevertheless, this media can be expensive if in-depth user research is
conducted. The lack of privacy can be felt among the users because the ads are highly
targeted.
Social media has the feature of writing comments in an open section which increases the
chances of negative posts and comments.

Merits
The advertisements on social media are targeted.
Interacting with customers is free of cost.
Demerits
Creating a brand and advertising consumes time.
Out of Home Media
It is also known as outdoor media and is one of the most prominent types of media. Home media
focuses on delivering the news or information to the public when they are outdoors.
Advertisements are promoted through display on vehicles, streets, etc., which also acquaints the
customers with the new arrival of products. They help in encouraging the masses to contribute to
a social cause or a development in society. It is highly used for advertisements associated with
public welfare and commercials in general.
The media has its types, such as posters, billboards, distribution of brochures, etc. The
advertisements promoted through this platform are cheaper than many other forms of media.
It also provides higher frequency as people who take the same route see the advertisements
regularly. However, it can also result in the public’s desensitization, as they might turn neutral to
the message or information if they come across it daily.

 Billboards as OOH Media

They make advertising for a product or a cause easier, as they attract the people who pass
by them.
Billboards are large advertisements created with the help of computers. They can be found
on streets, city sidewalks, recreation centers, etc.

Merits
Billboards provide a wider reach for advertisements.
They can help create impactful messages.
Demerits
The response rate on billboards is low.

 Transit Station Advertisements as OOH Media

Transit media focuses on advertising and delivering information to people when traveling
in public places or are in transit. It displays the ads on vehicles and other modes of
transportation.
Transit media has the aim of “driving home a message,” through which it attracts millions
of people roaming around the streets or traveling the world. It might seem like a traditional
method of advertising, but it is effective to date.
Advertisements are displayed mainly on the sides of buses or auto-rickshaws, subway cars,
and stations where people enter or exit from public modes of transportation.
There are four forms of transit ads like Transit Shelter Advertising, Taxi Advertising, Bus
Advertising, and Railway Advertising.

Merits
The reach of transit media is broad.
They help in impactful messaging.
Demerits
The performance rate is challenging to measure.