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Printing and Its Future
Ever since John Gutenberg invented the printing press, the printed word has been shaping the civilization of the world. All share a common print media characteristic ie they are composed of words written on paper with ink. Its shape is markedly different from the signs and images that flow from television and movies. For much of their history books have been controversial because of its content rather than form. At a time when new communication channels electronics are working, has heard the question is "Does the book survive?" The television and computer embody the challenge to books electronics. However, an issue that is intended to be read as a whole and may order a hearing will continue to be more effectively disseminated in the form traditional book – low-cost, compact, portable, requires no equipment to use and easy to handle and read (Singel, 2000).
The real competition between books and computer based information technology could be on the field of books that are designed to be consulted rather than read (reference books, ie) from which reader seeks element or element of concise information instead of expanded text. Dictionaries, encyclopedias, directories, etc. are examples of this type of book. The information contained in these books is of course a database. It may lie in a magnetic memory in a computer, as well as in print. "Looking up "these books for online access to a database is more practical and widely used. The superiority of these systems is its ability of indexing which facilitates easy retrieval of relevant pieces of information
Newspapers are another important component of the print media. They are facing strong competition from electronic media. In the old days there used to be a couple of newsletters in the day, but now there are channels devoted exclusively the news. These news channels "breaking" news throughout the day. Is the era of "live coverage". This is probably one area where newspapers however hard they try can never compete with electronic media (Hills, 2001).
However, the fact is that newspapers are being the cheapest and most efficient of the mass media communication. Newspapers play an important role in shaping public opinion. It's the public that keeps turning the wheel of democracy. In a note to say that nothing can be more satisfying than "with the paper in his hand, navigation to different sections in the document page by page, column by column. This, together with a cup of tea is a daily morning ritual for many.
New technologies based on electronic media offer unique advantages for the transfer of information, flexibility, fast delivery low cost, compact storage and interactivity (Defleur and Dennis, 1998). But the disadvantages that would result from the wholesale replacement of print media electronic is unrealistic to assume that new printing technologies move as an important means of dissemination, at least in the foreseeable future. By contrast, the arguments in favor of electronic systems suggest that there would need considerable demand backup of the mechanisms provided by the press. There will many areas where electronic systems can be very useful, but the need to print on paper will continue. In fact, far from threatening the viability of printing, the emergence of a new range of printing technologies can together with increase rather than decrease the use of printed formats, by generating new opportunities for communication activities for the impression that is most appropriate. This interaction exists between television and books. For example, an author, whose book has been put on television can expect much higher sales, if it was well presented. Moreover, many popular novels for television can be later also published in book form. Similarly, a complementary relationship between online bibliographic data and systems based on full text in printed form. The editors are no longer limited to using only paper, but can also publish online, on CD-ROM, film, interactive laser discs. Publishing Services electronic information search and offer access to specific sections in their publications, maintain databases of their own publications on the Internet.
A new environment is emerging as a variety of media co-exist. But the print media continue to maintain its own unique position, a position never be threatened by the onslaught of electronic media. In book publishers have done much more to gain than to fear from the new technology. The new technologies will be a substitute for print in certain areas that are in the margins of printing skills. However, its principal will be, first, to pay the types of information dissemination is not possible by the use of print and therefore not previously available, and on the other, to make production, marketing and delivery of printed works much more economical and efficient (Mead, 2000)
References
Defleur, ML & Dennis, EE (1998). Understanding mass communication. Boston:
Houghton Mifflin.
Hills, P. (2001). The future of the printed word. London: Open University Press.
Mead, M. (2000). Print media: a bright future. Information Today, 13 (5), 57-62.
Singel, S. (2000). The books, libraries and electronics. New York: Knowledge Industry
Publications.
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Desmond Fish Library 2009 Book & Media Sale