IMPACT OF NEW MEDIA TECHNOLOGIES ON PRINTING PRESS

CYPRUS INTERNATIONAL

UNIVERSITY

INSTITUTE OF GRADUATE STUDIES AND RESEARCHMaster of Communication and Media Studies

NEW MEDIA TECHNOLOGIES

CMS 510

IMPACT OF NEW MEDIA TECHNOLOGIES ON PRINTING PRESS

SUBMITTED BY

Winifred Odafinome MAVORO

20122217

LECTURER

1

ASST.PROF. Jonathan STUBBS

Nicosia-2014.

INTRODUCTION

The printing press is one of the oldest form of mass form of

media, before its invention in the fifteen century all written

information was handwritten. Example, to give an exact

information to ten people, one would have to write ten different

copies of the letter, which was stressful and time consuming. As

a result of this, McLuhan (1964), referred to the printing press

as the “first mass produced thing”.1 It was uniform and

repeatable “commodity”. The printing press emerged as a medium to

pass information across a large audience of people at the same

time. It was less stressful and less time consuming.

Print media are referred to as those relay images reproduced on

paper or similar surface that include direct communication such

as letters, brochure and pamphlets; books, the bound, permanent

or semi-permanent records or facts, literature or thoughts at

periodicals, the newspapers, magazines and newsletters dated and

published at regular intervals2. From this definition we can

refer to every information on paper as a form of print media.

1 McLuhan Marshal. The Gutenberg Galaxy.( New York: New American Library, 1964)2 Russell N. Baird. (et al) The Graphics of Communication: Methods, Media and Technology.6th Edition.(USA: Rinehart and Winston Inc., 1993)

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Over the years the print media has gone through some changes, in

terms of its production and consumption, this is as a result of

the new media technologies. Ideally, it was only the production

of prints that was to be done the computer and then consumed as

print media to the public, but today both its production and

consumption are on the computer. As a result of this changes,

everything concerning the print media in terms of the way and

manner it is been produced, people producing it (journalist), its

content, attraction and has changed. This is why Simon (2015),

predicted that Nigeria newspapers will not survive in 2015 due to

these changes3.

According to John V. Pavlik (2013), Journalism is undergoing a

fundamental transformation, perhaps it’s the most fundamental

since the rise of penny press of the mid-nineteen century4.

Journalism is undergoing this changes because the line between

professional journalism and amateur as a result of new media

technology is burring. Scholars wonder if the print media would

ever survive the effect of the new media on it.

In this article I will be analyzing the impact of new media on

printed journalism. I will be begin this article by first

discussing the role of printed newspapers before new media, the

new media and newspapers, newspapers in Nigeria, negative effect

of news online, way forward for printed newspapers and lastly my

3 Simon Ateba (2015) The Fall of The Punch, The Guardian, This day, The Nations Newspaper. http://nigerianbeacon.com/?p=522. Retrieved 14/01/2015.4 John V. Pavlik. Innovation and the Future of Journalism: Digital Journalism, 1:2, 181-193. (London : Rutledge, 2013)

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conclusion. I will be focusing on the newspapers in my country

Nigeria.

FUNCTION OF NEWSPAPERS

According to Rundin and Ibbotson (2002), “the newspaper have four

basic functions; to inform, to interpret the news, to provide a

service for readers, and to entertain. This functions are the

reason why individuals patronize newspapers. A newspaper aims at

a large circulation of general readers and is primarily a vehicle

for topical news and information”5. A printed newspaper is like a

collection of several articles with different types of

information on topics such as health, education, entertainment,

politics, both local and international stories and lots more. The

newspaper helps keep the reader informed by making the reader to

have a common knowledge about a thing. A newspaper is

informative, educative, enlighten, and can be a source of comic

relieve. Example the Punch newspaper which is the most patronized

newspaper in Nigeria, was the first newspaper to have a

continuous cartoon stories, most individual patronized Punch

because of how entertaining the cartoon stories were, after a

while other newspapers followed their footstep. There are also

game on the newspaper which helps to keep the reader logical such

as Puzzles, Sudoku and may more.

5 Rundin .R and Ibbotson. T. An Introduction to Journalism. (Oxford: Focal Press,2002)

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According Doris Graber (1989), news is not just any information,

or even the most important information about the world; rather,

the news tends to contain information that is timely, often

sensational (scandals, violence, and human drama frequently

dominate the news), and familiar (stories often drawing on

familiar people or life experiences that even distant events a

close-to-home feeling)6. This definition, makes us to understand

how delicate the news is, every story is meant to have its facts

alongside with it because most reports on the newspapers are

about individuals.

NEW MEDIA AND NEWSPAPER

According to Garrison (1996), “the advent of New Communication

Technology (NCT) has brought a forth set of opportunities and

challenges for conventional media”7. Also, according to Domingo

(2008), “The presence New Media and the Internet in particular,

has posed a challenge to conventional media especially the

printed newspaper8. There has been great changes in the way and

manner newspaper are been consumed, produced and disturbed due to

the new media technologies. The number of individuals that 6 Doris Graber. Mass Media and American Politics. 3rd Edition. (Washington, DC: Congressional Quarterly Press, 1989)7 Garrison, B. Successful Strategies for Computer Assisted Reporting.(USA: Lawrence ErlbaumAssociates,1996)8 Domingo, D and Heinonen .A. 2008. “Weblogs and Journalism: A Typology to explore the blurring Boundaries”. Nordicom Review, 29(1), 3-15. Retrieved January 14, 2015.http://www.nordicom.gu.se/sites/default/files/kapitel-pdf/264_domingo_heinonen.pdf.

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purchase and read printed newspapers have decreased drastically,

most individuals can now get information that is on newspapers on

their computer screens, tablets and other electronics devices. As

a result of the new media technologies ability to make news

spread more quickly through “sharing”, news has become everywhere

and individuals are getting more informed without paying for it.

According to Livaditi (2003), “the increased competition between

digital media and print media, force print media companies to

publish their content on the internet and the internet means an

increased active role of the consumer as media aggregate, active

user and a shift of the decision of when and how media are

used”.9 This competition is the result of the online newspapers

we have for example in Nigeria we over 50 online newspaper today

as a result of new media. Some scholars argue that as newspapers

no longer compete among themselves but with the new media because

they are drawing the attention of individuals from them.

According to Joseph. Dominick (2002) online newspaper do not

differ from print newspaper because they both perform the same

primary function which is to gather, evaluate and organize

information. The major area where they differ is the way they

disseminate information to their readers. Print newspaper use

paper, ink, presses, rucks, and deliver workers, while online

9 Livaditi, J., Vassilopoulou, K., Lougos, C., & Chorianopolos, C. (2003). Needsand gratifications for interactive TV applications: Implications for designers. Presented at the Proceedings of the 36th Annual Hawaii International Conference on System Sciences (HICSS’03).

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newspaper transmit digitally to computers and handheld wireless

media The following are the advantages of online newspaper:

Limitation: there is a limit to the amount of content to be

printed on a newspaper in other for it not to get too bulky,

each section has a limit. But online has no limitation.

Constant updates: Printed newspapers cannot be updated when

printed, online newspaper are always updated.

Interactive: Due to the comment box that is always below

each stories online, people can interact with other readers

and share their own opinions. The feedback online is faster

and easier compared to prints.

Audio, photos and videos: Printed newspaper can only display

photos to back up their stories while online news can have

audio, photos and videos to have well detail stories.

Example in Nigeria, there was a case about a famous

politician collecting bribe from a philanthropist concerning

an issue, the politician denied it at first but when video

about him collecting the money was out, he had to change the

story. If the video was not online, no one would have

actually known the real story. (Joseph)10

10 Joseph .R. Dominick. The Dynamics of Mass Communications: Media Digital Age. 10 Edition. McGraw: New York, 2002).

7

Quinn (2002 According), “the speed of the internet enables

journalist to get data without leaving the newsroom”11

journalist can get stories from across the global just by

siting in their office. This makes work easier for the

journalist because they can quickly research the story and

update it.

NEWSPAPER IN NIGERIA

The first newspaper in Nigeria Iwe-Irohin which emerged as a means

to educate and convert the local people into Christianity, this

latter introduced Dr. Nnamidi Azikiwe West African Pilot newspaper in

1937 and the influence of this newspaper lead to the

establishment of many other newspapers in the 1960’s, many of

this newspaper has into extinction due to funding and poor

management,. The longest surviving newspaper in Nigeria is the

Nigeria tribune which was established in 1949.

According to Ekeng (2010), “between 2003 till date, sales of

Newspaper have dropped from 570,000 unit per day to less than

300,000 units”.12 This is as a result of the internet which gives

quick news with no cost attached.

11 Quinn .S. Knowledge Management in the digital Newsroom. St Louis: Focal Press, 2002).12 Ekeng. J (2010) ADVAN’S Newspaper Circulation Report: Why the Figures Remain Controversial. ADVAN

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The declination in the consumption of print newspapers is not

just a problem affecting the newspaper companies in the Western

world alone, it is also in Africa example in Nigeria. According

to statics we have over 50 newspapers both printed and online,

the introduction of the new media has made most Nigerians to

prefer getting information mostly from online, newspapers in

Nigeria are very affordable, it is not the cost price of

newspapers papers that has made the shift or the new media

according to Omoniyi (2010), most people are not brought up from

childhood to appreciate reading of the newspaper.13 According to

this report it is not just new media that is affecting the drop

in sales of newspapers but other factors, but if these present

generation did not grow up reading newspaper, I believe it was

the new media that contributed to it. I say this because, this

present generation was growing up just as the new media

technologies were developing, if the new media technologies was

not available individuals will have no choice but to buy the

newspaper because everyone wants to get informed. Omoniyi (2010),

also concluded by saying that the activities of the vendors are

part of the declination of newspapers. The vendor allows free

reader syndrome, which is allowing individuals have access to as

many newspapers only for a token of twenty Naira which is less

than a Dollar.14 The cost of an average newspaper in Nigeria is

between #150 (one hundred and fifty naira) and #200 (two hundred

13 Omoniyi .T (2010). Nigeria: Dwindling Sales a Looming Media Challenge “Africa Media News. Daily Trust.Com.Index.php.lomax2011.14 ibid

9

naira) although we have some for lesser such as newspaper for

example a newspaper with just sport which is #10 (ten naira). If

individuals can get to read different newspapers at the cost of

#20, why will the individual purchase just one newspaper at the

rate of #150? I believe that if the newspaper companies pay

vendors well enough, they will prefer to sell the newspapers

instead of engaging in free reader syndrome and end up returning

unsold copies of the newspapers.

According to Simon (2015), “Newspapers are becoming useless to

the younger generation and the comfortable middle class, even

Nigeria leaders now use Facebook and twitter to pass

information”15. For example in Nigeria our president has a

Facebook address where he passes information to the public

especially the youth, a presidential aspirant for 2015 General

Buhari has a twitter account where he converses for vote and

communicate with his supporters.

According to Ekeng (2010), the survey carried out by the

Advertisers Association of Nigeria (ADVAN) shows that the daily

sales figure of all the newspapers was less than 300,000 meaning

that one in every 470 Nigerians buy newspaper daily16. Below is a

table of five most sold newspapers in Nigeria and their number of

circulation daily according to their ranking.

15 Simon Ateba (2015) The Fall of The Punch, The Guardian, This day, The Nations Newspaper. http://nigerianbeacon.com/?p=522. Retrieved 14/01/2015.16 Ekeng. J (2010) ADVAN’S Newspaper Circulation Report: Why the Figures Remain Controversial. ADVAN

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TABLE.1: CIRCULATION OF NEWSPAPER IN NIGERIA

S/N NAME OF NEWSPAPER NUMBER OF CIRCULATION DAILY 1 PUNCH 34,264 2 SUN 25,632 3 VANGUARD 25,241 4 GUARDIAN 25,222 5 THISDAY 21,203FIG. 1

Nigeria Tribute which is the oldest surviving newspaper makes a

sale of 8,414 daily. From this report, it is obvious that

newspapers in Nigeria are going through a challenging phrase. If

the most sold newspaper in Nigeria that has a population of over

167 million people is a total of 34,264 circulation daily which

is not close to the country’s population, then we can only wonder

about the future of printed newspaper in Nigeria.

According to Simon (2015), “many newspapers in Nigeria will not

survive in 2015, because advertisers are beginning to shift their

money online where the readers really are. Adverts on newspapers

are not seen by people anymore due to the fact the readers have

shifted from print to online.17 As a result of the shift of

readers from print to online, Adverts are also moving to online.

According to Bagdikian (1992), “Advertisers provide the main

17 Simon Ateba (2015) The Fall of The Punch, The Guardian, This day, The Nations Newspaper. http://nigerianbeacon.com/?p=522. Retrieved 14/01/2015.

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source of revenue of most newspapers”.18 The shift of adverts

from print to online line would cause a major damage on the

finances of most newspapers because it’s from adverts that

newspaper derive their revenue. As a result of newspapers trying

to sell their papers they try to make their headlines as eye

catching as possible so as to attract buyers. Also, some have

decided to start coming up with some strategy to sell example,

THISDAY newspapers started adding magazines to their printed

newspaper which are sold on Sundays. This strategy is actually

working and still working, because instead of buying a magazine

separately, one can actually get a magazine and newspaper at the

same cost of a newspaper. For example the cost of THISDAY

newspaper goes for 150(one hundred and fifty naira) on Sunday one

can get both the magazine and a copy of the newspaper at the same

price. THISDAY newspaper was the first newspaper to start

printing papers with full colors according to statics, THISDAY is

the newspaper with the highest amount of advertisers. Also

according to statics THISDAY newspaper online is the most

expensive newspaper to make adverts on, while other Nigerian

newspapers charges online for advert range between 1.6 million

naira to 2.5million naira, THISDAY charges 3.5 million naira. As

a result of this they have a column full of adverts only. I

believe most companies like advertising on THISDAY due to the

fact that its newspaper is of higher quality compared to other

and also, although they report all the headline stories they are

18 Bagdikian, B. Media Monopoly. 4th Edition. (Boston: MA Beacon,1992)

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more focused on business news and advertisers are interested in

the business people because they make money and can afford their

products and services.

ONLINE VS PRINTED NEWSPAPERS IN NIGERIA

19FIG.2

PUNCH, THE MOST SOLD NEWSPAPER IN NIGERIA

According to Simon (2015), at a gathering of journalist held

recently in Lagos Nigeria many pen pushers were asked when they

19 www.punchonline.com. 13/01/2015.

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last brought a newspaper, most could not answer”20 if these

journalist find it difficult to recall, that means journalist

themselves are contributing to the declination of newspapers.

Simon concluded by saying that journalist themselves do not read

the articles they write from the newspaper the read it online. It

is not just the newspapers that has changed due to new media, the

journalist themselves have changed. Before new media

technologies, a journalist could easily be identified due to the

way they move about with their small book and pen but know they

make use of the new technologies.

Although the Editor- in-Chief of Vanguard newspaper, Mr. Gbenga

Adeboye argued that “the print media was evolving, adding that in

spite of the influence of new technologies, it was still regarded

as one of the most trusted source of information by many Nigeria.

Myself and many other Nigerians believe and trust that the

reports in the newspapers are trusted because there are people

that can be held responsible if such stories are not real and

also due to the fact that a newspaper company can be sued for

fake news, but that does not mean we are buying it, it is one

thing to believe something is good or bad, and it is another

thing to actually buy it, if individuals are consuming the

printed newspapers then the records of sales will be higher.

20 Simon Ateba (2015) The Fall of The Punch, The Guardian, This day, The Nations Newspaper. http://nigerianbeacon.com/?p=522. Retrieved 14/01/2015.

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F

IG.321

THISDAY NIGERIA NEWSPAPER ONLINE

According to Negroponte (1995), “the internet power to cut across

social and geographical distance and find new ways of

facilitating the flow of information and knowledge which makes it

an especially attraction medium of communication”22. Looking at

the online version of the THISDAY Nigeria newspaper one would

observe that the style of reporting news is different. The news

is divided into several segments. Readers can easily click to the

section of story they want to read without having to going

through the other stories and also looking at it, you will 21 www.thisdaylive.com22 Negroponte, N. Being digital. (London: Hodder & Stoughton, 1995)

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observe that they is a live video of arise news reporting live

news readers. Readers are of greater advantage, they can watch

news as well as read the news. There are also constant update of

news, it keeps flashing on the site, this is as a result of new

technology, and this could not have been possible on printed

newspaper.

Also, from observation, the online version of the newspaper has

more advert placement compared to that of the printed newspaper.

The online newspapers can help to keep the printed newspaper

alive by using the revenue form online to maintain the printed

newspapers.

NEGATIVE EFFECT OF ONLINE NEWS

According to John Pavlik (2001), the emergence of the new media

in journalism which brings about ubiquitous news, global

information access, instantaneous reporting, interactivity,

multimedia content, and extreme content consumption stands a

threat to the value and standard of journalism. Authenticity of

content, source verification, accuracy and truth are all

suspect.”23 Simon (2015), agreed with John (2010), by stating

that “if an individual takes a picture and post it on the

internet, the individual has become a journalist. Readers no

23 John V. Pavlik. Journalism and New media. (California: Columbia University press, 2001)

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longer care about training or qualification, all they are

interested is in WHO? WHAT? WHERE? WHY? AND HOW? Known as the

five W’s and H, all that is needed is to be the first to be

known”.24 During the recent Ebola crisis in Nigeria 2014, there

was a news going round via social media network such as twitter

and blackberry messenger that people should drink salt and have

their bath with salt at a particular time so as to be immune to

Ebola, according to reports many lives were lost and many more

injured due to the high quantity of salt consumption.25 The

tradition newspaper usually verify such report before printing it

and getting to the public, but as a result of new media making

news to be everywhere, news spread even faster but most reader

usually fall victims for some fake tales, fake news has been in

existence before the new technologies, but this technologies made

fake news seems real as a result of people getting a news and

editing them to suit them. Individuals are always in a hurry to

be current without verifying the authenticity of the news. It is

not only the citizens that are naïve of these fake stories even

the journalist. According to Gunter (2003) and Silvia (2001) news

organizations are encouraged by the speed of the internet to

release and update stories before the usual cheeks for

journalist’s integrity”26. This shows that journalist of today

due to pressure of wanting to be the first to deliver a breaking 24 Simon Ateba (2015) The Fall of The Punch, The Guardian, This day, The Nations Newspaper. http://nigerianbeacon.com/?p=522. Retrieved 14/01/2015.25 Adekunle Aliyu and Marie-Therese Nantong .http://www.vanguardngr.com/2014/08/ebola-two-die-drinking-salt-water-jos/ Retrieved 14/01/2015.26 Gunter B. News and the Net. (London, New Jersey : Erlbaum Lawrence, 2004)

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news, end up circulating news they receive without investigating

the stories. This situation is most common among bloggers who as

a result of wanting to be the most visited blog and also to be

the blog with the most common current news, post stories as soon

as they get delivered to them without investigating.

According to Barnhurst (2001), “the most striking quality of the

online newspaper is the dominance of promotion (and) advertising,

much of it self-promotional (which) completely overwhelms the

other content.”27 An example to support this statement is the

THIS DAY Nigeria newspaper online. As a result of the newspaper

having the most adverts, the adverts looks like news itself, this

is what Barnhurst (2001) was trying to explain, in a bid for

newspaper to ensure that their advertisers keep patronizing them,

they make the adverts as attractive as the news itself which

could be a little bit confusing for some readers, instead of them

actually reading the news, they may be looking a adverts.

WAY FORWARD FOR PRINTED NEWSPAPERS

Newspaper should be printed Weekly or bia weekly: for printed

newspaper to still remain relevant it would be a good idea for

them to stop printing daily and either go weekly or bia weekly

this is as a result of twitter, Facebook and other newmedia 27 Barnhurst K.G and Nerone .J. (2001) The Form of News: A History. New York: Guilford Press.

18

social netwok that has made a “breaking news” become a “stale

news”. By making it weekly or bia weekly individual who have seen

the news before will be happy to revist all the news that has

past and presnt all in one paper instead of having to buy them

daily. It reduces cost for the readers and make them more

vulurable and inteested in buying the papers.

Subcription fee: as a tool for eradicating the “free reader

sydrome” which the vendors have created, cultivating reading

habits and making newspapers more valuable, there should be a

subcription fee so that the readers know they just have to pay

once in a month to get regular newspapers and this will make them

to keep planning ahead of it. just like internet subcription I am

positive that if most individuals were paying daily they would

have gotten fedup with it, but because it is once in a month

package they keep paying knowing it would last for a month and

they get ready to subcribe for the next month instead of daily.

Merging with a broadcasting network: just like what THISDAY

Nigeria newspapers online are doing with Arise television by

having them broadcast news live on their site, I believe it will

be a wise idea for all newspapers to cultivate that habit and let

the readers and viewers know that they can get a more detailed

news by buying the news paper.

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CONCLUSION

New media and the new technologies has brought about changes in

almost every aspect of mankind, including the news itself.

Growing up, I remember how people used to be eager to buy the

papers either to get more details from the news they heard on

radio or watched on television, to check for job vacancy, a

property and lots more, but all this has changed now. Before it

was only the journalist that use to know the news and pass it on

to the public, not, citizen give journalist the news.

From the article, it is obvious that the Nigeria newspapers is

also victim of declination of newspaper readership, although some

scholars have argued that if newspapers could still remain strong

after the introduction of radio and television then it can be

able to withstand the internet. I disagree with such scholars

because even the radio and television are gradually becoming

victims of the new media, for example I cannot remember the last

time I watch television, so also I cannot remember the last time

I brought a newspaper. I agree with the new media has an effect

on newspapers, because instead of reading the papers, individuals

can easily get the news from social networking site like

Facebook, twitter and other news site. Blogs are now been

replaced with newspaper that is why may adverts are appearing on

blogs, if the printed newspapers can reduce their price, have

subscription fees, print either weekly or biweekly instead of

daily, I believe they will be able to survive the new media.

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22

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23

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