How Print Media has Evolved
April 9th, 2012
Written by, Aminah Cruise
The print media that we know today
was gradually developed through many adaptations and changes brought about by
the passage of time, and innovation and technology. The development of paper, moveable type and
the printing press, printed and bound books, and eventually the newspaper,
magazines, dime novels and pocket books, computers and the Internet are just a
handful of these changes. All types of
print media, because of their physical state, longevity, and their potential to
be preserved have always also had the potential to make lasting impressions and
have long-lasting effects on people. These are things that we can physically
hold onto to remember a certain time or period. In addition to the positive and negative
changes that technological innovation has had on print media over time, the
digital world that we live in today will continue this trend and have lasting
effects on this form of media and, in turn, society as a whole.
Paper
plays a major role in the world of print media; without it, print media would
not be what it is today. Paper dates all
the way back to ancient Egypt
in the third millennium BC. Ancient
Egyptians used the papyrus plant to produce a thick material to use like
paper. The paper that we know today was
first developed in China
in the first millennium AD. Printing then
began in China
around 600 AD, with the block printing press.
These inventions, including the paper mill, set the stage for the future
technological developments that would shape the print media industry.
By
the year 1423, block printing was used to print playing cards and pages of books
in parts of Europe. Few things were printed because of the problems
associated with block printing. The
method was time-consuming, expensive and the woodcuts on the blocks began to
split after repeated use. The blocks
were more suited to copying illustrations, not text. Around 1451, Johannes Gutenberg, a goldsmith
from Mainz, Germany invented the printing
press. This revolutionary invention
featured the different “elements of movable type, rag paper, the squeeze press,
and oil based inks” ("The invention of," 2007). Gutenberg also devised “an alloy of lead, tin
and antinomy, that would melt at low temperature, cast well in the die, or
metal moulds, and be durable in the press” ("Lectures on," 2004). The interchangeable metal type and the
oil-based paints (developed by Renaissance artists) that would adhere to the
metal were also very important to the functionality of the printing press. The efficiency and effectiveness of the
innovative printing press was unprecedented.
The
printing press brought about many significant changes that affected Europeans
and eventually, as the press spread, the rest of the world. Among the first books printed was the famous
Gutenberg Bible. Two hundred of these
bibles were printed and sold in folded sheets.
The owner of the bible could later have it bound and decorated to their
personal liking. The Gutenberg Bibles
were completed and sold at the 1455 Frankfurt Book Fair. The cost of these bibles was about three
years’ pay of the average clerk. (In
1987 a Gutenberg Bible was sold for $5.4 million dollars.) When other books began to be printed the type
was much like handwriting, to make it more easily accepted by people. At first, printed books were of a religious
nature like most books of that time.
Soon, the books began to cover more topics and a more literate public,
hungry for knowledge, began to develop. Aldus
Manutius, a Venetian printer, thought that books should be smaller, cheaper and
easier to carry and read. He created
“pocket books” which were smaller, more affordable books that contained
translated versions of Greek classics.
These books were very popular and continued the spread of
knowledge. The uses of books changed as
new ideas quickly spread and the “information revolution” of that time began.
“Printing
also facilitated the dissemination and preservation of knowledge in
standardized form --- this was most important in the advance of science,
technology, and scholarship” ("Lectures on," 2004). Scientists now had a way to print and share
their findings with other scientists. Thus,
creating a way to collaborate with each other and “advance knowledge and
understanding” of information and share that as well ("The invention
of," 2007). The church was no
longer in control of book copying and could not censor what was being
written. “It is no accident that the breakup
of Europe's religious unity during the
Protestant Reformation corresponded with the spread of printing” ("The
invention of," 2007). The word of
Martin Luther and his Ninety Five Theses quickly
spread throughout Germany
and other parts of Europe with the help of the
printing press. Luther also traveled
through Germany
and combined different German dialects into one, standardizing the language and
producing the Luther Bible. Gutenberg’s
invention aided in changing the course of history for the Catholic Church in
Europe by helping spread the ideas of Martin Luther, the Luther Bible, and
Protestantism.
The
first printing press came to America
in 1638, to Cambridge,
Massachusetts Bay Colony. Stephen Day
ran the press and one of the first things that he printed and published was the
Bay Psalm Book in 1640. Then on
September 25, 1690 the first newspaper called Publick Occurrences: Both Foreign and Domestick, was printed in Boston by Richard
Pierce. It was in distribution for four
days and was then suppressed by authorities.
The first continually published newspaper in America was the Boston News-Letter. It was first published on April 24, 1704; it
contained one advertisement. These early
newspapers’ content was a “hodge-podge of whatever a printer fancied or had
handy space to fill” (Vivian, 2011).
Then in 1741, the first magazine was published in the American
colonies. It was called The American Magazine and focused mainly
on the activities of the colonial government.
Benjamin Franklin followed with his own magazine called General Magazine. Despite the early development of newspapers,
books and magazines, it would still be quite a while before new technology
would have profound effects on these types of media and transform them into
their own powerful industries.
The
spread of the Industrial Revolution to the United States, and the improvements
made to the printing press helped form and fuel the newspaper industry in this
country. The demand for newspapers was
growing since Benjamin Day made newspapers affordable by launching the penny
paper, the Sun, in 1833. The paper’s content was simple and driven
more towards what “common folk” were interested in and less about politics and
economics. Factories were developed,
which attracted workers who were potential newspaper readers. Immigrants arrived eager to learn English,
and newspapers were the most affordable, easily accessible option. Over time, many improvements were made to
Gutenberg’s original printing press, but the most substantial advancements to
the press were Friedrik Koenig’s idea of using steam to power it and the
invention of Richard Hoe’s rotary press in 1844. The rotary press produced 8,000 sheets per
hour, but was fragile, only printed on one side, and had to be fed paper by hand. It was improved and perfected further, and
was then able to produce 18,000 sheets per hour, and printed on both
sides. The steam powered rotary press
allowed newspapers to meet the growing demands being made for them.
Newspapers
dominated the mass media for 160 years because the model that it was built upon
was so effective and successful. This
model was the “bundling of news, information, and entertainment in one
accessible package” (Vivian, 2011). Newspapers
effected people’s lives in very profound ways.
This was the main way that information was spread and effected what
topics were discussed among different people in societies. Advertisers were also enjoying the successes
of newspapers and their high numbers of readers. There was much to gain from buying a newspaper:
staying informed of current news, government scandals, and entertainment,
gaining other general information, and keeping up with current new and popular
products from the ads.
As
printing became easier and faster books and magazines benefited as well as
newspapers. Irwin P. Beadle and Company
introduced “dime novels” also known as “penny dreadfuls” in 1860. These books provided people, mostly
adolescents, with rich, inexpensive fictional stories of wild-west adventures,
soldiers, explorers, detectives, urban outlaws, and costume romances. Then in
1939, Robert De Graff introduced his version of the pocket book. These paperback books were small,
lightweight, only 25 cents each, and very popular. In 1940 Pocket Books sold almost 5,000,000
copies. Both types of books helped
revolutionize society’s reading and book-buying habits.
The
era of general information magazines began with the Saturday Evening Post in 1821.
This was followed by the innovative illustrated magazines in the 1840’s,
and magazine photography in National
Geographic in 1899. “Perhaps the
most enduring innovation from the rich legacy of the magazine industry will be
media visuals” (Vivan, 2011). For years,
National Geographic has been using
cutting edge photojournalism to capture readers’ attention. Technological advances in cameras and film
capabilities have continually advanced the capabilities of the photo journalist
and enhanced the reader’s experience. In
1922, the popular Reader’s Digest was
founded, followed by Time
newsmagazine. Then on January 27, 1927,
the television was born. By 1936, there
were about 200 televisions in use worldwide.
Despite
the invention of the television, print media sales continued to flourish. Newspaper circulation reached its height in
1988 at 62.8 million. The most
significant technological advance to affect print media, since Gutenberg’s
printing press, was the development of the computer and the Internet. The computer does not have one true
inventor. It was “invented” by many who
contributed different key components.
The computer experienced many milestones before it became the computer
that we know today. We will start with
the ENIAC in 1946. This electronic computer was the first “all-purpose”
computer, weighed 30 tons, and was as big as two semi trucks. The Internet began to take shape in 1969 with
ARPANET. The first personal computers
came in 1975 with the development of the Altair 8800, followed by the first
laptop by IBM the same year. By 1998 in
the United States,
half the homes had personal computers. The
Internet revolutionized the way that, not just print media, but mass media in
general, is delivered to people around the world. Mass communication no longer takes a lot of
time. The Internet was just the
beginning of the digital era that we are now a part of.
From
the history provided, it is clear that we went through a print media era. Now the “digital age” is upon us. Print media is no longer the easiest, fastest
way to communicate information to the public.
The Internet has given us a way to instantly communicate with someone on
the other side of the world. We have the
ability to seek out specific information that we need or are interested in
quickly and from the comfort of our homes.
The Internet has also given us the ability to voice our opinions to
millions of people with the click of a button.
We are able to interact with others online about anything. Web pages and stories have comment sections
that people are all too happy to utilize.
We now have instant access to news television channels, newspapers,
magazines, books, shopping, entertainment, advertisements and new products, and
a ton of other information. We now also
live in a world where we can’t wait for things; we want everything available at
our fingertips at all times. We don’t
want to wait. Cell phones, or “smart
phones” and tablets are another technological innovation that has helped usher
in the digital era and the age of “I can’t wait for anything.” Cell phones are now equipped to access the
Internet. They have become the
all-in-one that we need in one small hand held device; radio, videos,
newspaper, magazine, games and other entertainment, camera, Internet, books,
and shopping. There are tablets, like
the I-Pad, that we can carry in our purses, briefcases, and backpacks. Wifi is the technology allowing electronic
devices to access computer networks wirelessly.
There are so many places now that have free Wifi, allowing people to use
their tablets and laptops to access the Internet with even more ease and
accessibility. E-books and e-readers are
now threatening that print media genre. The
question is; where does print media fit into a world where everything,
including mass media, is going digital?
Mainstream
media has moved to the Internet. Media
outlets continue to try to keep up with technology and give the people what
they want. News channels now have
websites containing stories, videos, archives, and comment sections after the
stories. News is available online from
online newspapers and newspapers that have websites. News is also spread through social websites,
where people provide quick links to news stories that interest them and might
interest their friends as well. The
spread of information is no longer dependent on the printed word and people
have begun to move away from the morning paper and magazine subscriptions as an
added cost in the budget.
The
economy has also played a part in the decline of print media. The “economic disaster” that hit the United States
in 2008 left people with less money to spend on things like books, magazines,
and newspapers when information can be found just as easily on the
Internet. In 2008, advertising revenues
for newspapers fell and cost cutting techniques went into full effect. Magazine sales have also been way down in the
past five years, with many shutting down forever. Advertising is a major source of revenue for
magazines as well, but with sales down, advertisers are also searching for
alternatives. The book industry took a
hit from the economic downturn in 2008 also, but may be more easily able to
bounce back than the magazine and newspaper.
The reasons being: there is no online equivalent, no advertising and no
presses adding to publishing costs. The
biggest threat to the book industry is the potential of the e-readers and
e-books. Only time will tell what the
future of print media will be.
As
we continue to embark on the future of the digital era, I believe that we will
continue to see the decline of print media.
Although books are the most secure right now, I think that these too
will soon be replaced with a digital counterpart even more advanced than the
current e-readers. The danger of the
Internet to print media, are the endless potentials and possibilities. The Internet and technology is constantly
changing and becoming better and more innovative. Schools are even beginning to incorporate
I-Pads instead of books into their arsenal of learning tools. Our culture now wants the best of the
best. We want the most cutting edge
technology in our homes, offices, schools, and pockets. People want to be able to carry around 19
million movies, books, T.V. shows, songs, and magazines on their Kindle Fire,
just because that is the technology that we have available. So why not have it? Although print media has contributed probably
more than we could ever possibly understand or imagine to our culture and
society; it is still becoming obsolete.
We have figured out a new and more effective way to reach mass audiences
and communicate with one another and there is no turning back, no matter what
individuals want.
In
the future, print media will continue to become more and more valuable, and our
digital world will continue to experience technological advances. Printed materials have the ability to stand
the tests of time and give us physical property to hold onto for sentimental
reasons. The print media has seen
positive and negative changes from the technological innovations over the
years. It was still an extremely
powerful media that changed history, effected people and societies, and can be
considered an era in history. But with
the passing of time, change is inevitable.
The Internet and digital technology has grown and become just as
powerful as print media once was.
Despite diminishing print media, communication with people all over the
world is easier than it has ever been and the benefits are phenomenal. Mass media and its delivery will always have
serious effects on people and societies.
We just have to remember this and our history, and appreciate the past
and how our media has evolved and will continue to evolve.
How Print Media has Evolved
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