Media
– print or digital – which one is most credible!
By
Harish Monga Dido
From
the day one, the digital world came into existence; the print media has gone at
the back foot. At the same time, the
rapid widespread influence of the internet and social media, it has also become
a challenge for the marketing world and lost in thought to find the answer to
the print and digital debate as to which one is most credible.
Keeping
aside all this, what I experienced during the last decade is important to be
shared that since the beginning of mobile, I had never dependent on its mobile,
due to battery down, virus etcetera but maintaining telephone dairy which
people used to keep in their pocket.
Similar
is the position about the debate going on now a day over print and digital. In
this fast moving world, everyone is interested to know instantly as to what is
happening around you and don’t want to wait for the print paper on the next
day. The electronic media has
overpowered the print houses and they have been left with no other choice
except to start parallel web portals.
Some
even ask, “Is print dead?”
More
so, with the invention of Smartphones, hardly any one keeping is seen without
moving of thumb to be in touch with the friends circle on social sites – Facebook,
whats App, twitter etc.
According
to another study, majority of the readers go through the headlines now a day
except those who are interested in some particular news, article, literature in
detail for study or research purposes.
Despite
my being writing for the online portals, I still hold good for the printed
material like maintaining the personal telephone directory having no risk of
electronic gadget going out of order.
No
doubt, the WWW-world wide web is convenience, cheap cost and extensive reach
but while it has many pluses, it has some minuses also.
It
appears that there are exclusive benefits to print media that companies should
not overlook.
The
only minus factor is that the digital world is dependent with 24x7 power supply
and fast browsing facility otherwise one feels to wait for the print material. The electronic gadgets like mobiles, laptops,
Tabs, iPads are definitely helping in writing, editing and transmitting the
matter to far off places with the blinking of eyes but the choice of print form
is still alive.
Frankly
speaking, print and digital media triumph in areas where the other means are
lacking. Thus, when used in conjunction,
they would definitely compliment the failings and strengths of each medium.
Print has its boon in its tangibility, high level of engagement and superior
brand recognition.
At
the same time, the print is rather considered to have credibility as compared
to digital media. However, the digital media’s strong point lies in multimedia
storytelling, low cost advertisements and its wide audience reach.
Last
but not the least, print is not dead yet! The printed word is still the unchallenged champion of credibility,
perceived widely as more so than anything on the web. There is an old proverb
that says, If someone invested enough to print and mail it - it must be
important. Media consumers are still of the view that newspapers and magazines
are credible and educational and more trusted than digital sources.
Hardly there is a day, when I
don’t get a call from my nears and dears asking me to please give a particular
number from my handwritten telephone directory – which is just like printed
material managed during the last so many years by me - as the memory of my
digital gadget has lost. So, the print is still is very much an integral part of
the readers choice.
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