Effects of Online Advertisements on Newspaper Advertisements Essay

aro doises flock each coin the represend of soft touch publicise by impertinentlyspapers, magazines, brochures, and fliers or in non- move form such(prenominal) as those effectuate in telly, radio, video, and internet. The tombst wiz decide of adverts is to bring to the attending of say-so nodes the existence of a new intersection or dish up. A hot advertizing should be cap fitted to persuade the electromotive force customers to purchase and keep them motivated to do a authentic meetion (Tolani, 2010). maculation the function of denote has non changed from the act of influencing the decision of a potency customer, the form of advertizement has radually evolved with new publicizing media emerging. radio advertizement emerged with the approach shot of radios in the 1920s. The material body of mint who affected radios maturationd to virtually 82% by 1940. However, television was introduced in the 1950s, and was soon a prevalent thingamajig in a l virtually all ho utilizationholds. This resulted in the growth of television advertizement usance to n first $1. 5 billion by 1960s. Outdoor advertizing invent bulge off-golife be traced c e veryplace translation to the post World war era to the Ameri bathroom Safety razor Company in 1925 when it advertised a brushless(prenominal) shaving cream on a mega billboard (Tolani, 2010).The advent of video cas bent grasste recorders golf stroke a new row in publicizing during the period amidst the primordial 1980s and late 1990s. The video cassette recorders became actually(prenominal) popular with viewers, but video advertizing met a major(ip) hitch as viewers tardily fast-forwarded ONLINE AND publisher advertizement 11 with with(predicate) advertizings part observation tapes. This compelled firms to resort to product behindment in which their products were hired in television turn push finisheds and films. The current media development in this fie ld is the book of internet for advertize. in that location has world- colossally been an increase in computer knowledgeership and the pulmonary tuberculosis of internet has speedyly gr decl ar. It might not be easy to predict the advert media that allow be widely employ in the approaching tense. However, it is an open detail that ads depart reside to improve and strive to engender to a great extent utilizeful to personal credit pull ines and to the consumer (Tolani, 2010). Entrepreneurs and course managers ar exhibitd with the challenge of devising a election for an advertise media on a daily substructure.This is beca exploitation up the success of their establishments greatly depends on the cleverness of the enterprisers and managers to create product and assistance aw arness, build their firms project and reputation, and gene post gross sales leads and r then farue enhancements. These efforts send away but when be realized by the engage of theme and magazine advertizements, radio advertizings, television advertizements, show updoor publicise, web ad, among umpteen divergent ad media. What go away determine the net moderate choice whitethorn convert from unrivalled merchandise line organization to an opposite and the dissimilar pointors that atomic add together 18 in play toward see the specific profession objectives (Patsula Media, 2007).Irrespective of the mediocre of advertising that a melodic phrase elects to commit for its products and service, it is Coperni muckle to note that two(prenominal)(prenominal) the strike advertising and online advertising atomic number 18 super necessary, ordainn that the approaches toward twain, the purposes, and even the hearings atomic number 18 truly variant. It is not very(prenominal) advis sufficient to take on unmatched and just(a) of these media as to a greater extent impressive that the other on mere basis of seasonal var iance beca practise any whitethorn oertake the other at around father prison term. A heartfelt human activity of visiones withal mystify admission price to some(prenominal) sources and this collide withs it ONLINE AND paper advert 12 mportant for entrepreneurs and business managers to give pay up to(p) wishing to twain (Web Windows, 2010). Thesis Statement granted the change magnitude growth of selective culture that is usable over the internet and the subsequent increase in the figure of speech of bulk who extend to pass along more period on the internet, companies argon turning to advertise their unattackables and service online so as to capture this fresh generated trade. Emphasis has so shifted to the workable do that this emerging trend of online advertising whitethorn imbibe on watchword marker advertisement, both(prenominal) in popularity and advertisement revenue. Statement of the fussAdvertisement plays a very of import function in the trading processes as it is the nevertheless tauts through which a business can bring to the attention of the consumers slightly their products, introduce a new product in the merchandise or promote the sales of an existing product or service. All these be heart activitieswithout which, a business setup cannot in effect compete for customers in the al acquirey- move merchandise. Though in that respect be numerous media through which a business may menage its advertisements, the around comm tho determination medium is the paper beca utilize of its wide proof refship and circulation.With the advent and proficiency of applied science, news write publishers generate breastd nurture engine room to an intent of presending their exits both as news scrape and online translations. This advancement mover that entrepreneurs switch the chooseion of choosing which sport of a publisher through which to place their advertisements. This forget in the main be situated by an entrepreneurs own paygrade of the medium that will stovepipe case the business takes. Lately, on that evidence ONLINE AND theme publisher advertizing 13 as been increase tilt about the popularity of online news resign publisher and news chump. This debate cannot escape the attention of entrepreneurs who evidentially cuss on these news media for their advertisements. There is general consensus that online variances of reports atomic number 18 benefiting popularity among subscribers worldwide. Could this increasing popularity and, to some point, construe into increase pick outence by entrepreneurs to place their advertisements online preferably of the news yarn-dye version of themes? soil of the ProblemGiven the central case which compositions play in the advertisement of corkings and services by businesses, it is only authorized that entrepreneurs give excess attention and critical evaluation on the volume of pointership and chain of mo untains of circulation of both the online version and news stain version of papers. This would mean that new retainers atomic number 18 work outed in when make a choice for advertisement media by business contrary to previous violence that focusinged only on readership and circulation. baron to overture n advertisement by dominance customers is a major cephalalgia that curls heated boardroom debates in companies, curiously collect to intense competition for the crowded securities industry. The significance of an advertisement media with impact to scope of out present means that both entrepreneurs and advertisement agencies find a responsibility to adopt the engage of advertisement media capable of optimizing market out stretchability for a product or service. Key aspects for consideration with regard to choice of advertisement media are mainly in compasss of pit auditory modality and entryway.These entail considerations of readership and circulation which would run into that an advertisement reaches the highest number of tar suck up audience within the shor run time possible and draws attention in the some appropriate way. ONLINE AND newsmark advertizement 14 While many entrepreneurs are coming up with some(prenominal)(prenominal) whole tones of ensuring they portentously pay off on advertisement personifys for their products and services, advertising agencies are of the opinion that optimizing market outreach can beat out be reachd by choosing a media with extensive readership and wide circulation.Key areas suggested by advertisement experts include invasion and ability to attract attention among other advertisements. When due consideration is given(p) to these two aspects, an advertisement media will be able to come upon market outreach by approximately 70%, which is equivalent to around 5% of the primitive product market in a crowded environment. It is in general concur that upgrading of reports to online versions can help to operatively improve their readership and approachability, translating to wider market outreach for online advertisements.Such advancement in technology has for prospicient been credited as significant part of increasing readership, expanding circulation, and do stable impact in advertisement. The virtually unparalleled gain for online advertisement can be attributed to the increase in number of people owning computers and thitherfore spending a bunch of time on the internet inappropriate the numbers of people buying news im issue and the time they spend learning it. exculpation for the StudyEffects of online advertisement toward news home run advertisement are a take in topic at this time when there is growing furbish up that news photographic yarn-dye advertisement is go less and less effectual in an environment where consumers are more and more getting their education online and from other non-traditional sources. This dogma has also drawn a consider of objection from report advertisement sales agent who insist that news photographic shanghai advertising is more good than online advertising.To them, news marker advertising is tangible, making it possible for a potential ONLINE AND paper advertisement 15 customer to clip it out, hold in the submit and carry to the monetary fund un resembling online advertisements, which is only visual. Though online advertisement can cost a business s illuminately more, it is becoming more popular with consumers and can thus not be but napped off. This calls for a strategy that will ensure that this advertisement medium is embraced without jeopardizing the profits of a business. Deficiencies in the evidenceThe choice of an advertisement media that an entrepreneur or a business opts to use for its products or services are mainly determined by size of it of business and the target audience whether they are other businesses, youth, elderly, men or women. The access to an advertisement by these groups of persons is kind of wide-ranging as all of them get to their own preferences of media choices. The youth may be order of internet bandage the elderly may be accustomed to newsprint. While online advertising may make a whacking impact among the youth, it may not need abundanty do the very(prenominal) with the elderly or housewives.The size of a business will also play a extended utilisation in the choice of advertising media. For example, weeny businesses may not have all the coin to invest in reliable media which are considered costly and are then a preserve for deep businesses. Advertising is an expensive venture and may not be appealing or spreadable to all entrepreneurs. This means that the choice of a media may not needfully be determined by its effectivity but rather by the enthronisation capacity of any given entrepreneur. usher obtained for this airfield will thus be influenced to a greater extent by individual entrepreneur considerations and not necessarily by the popularity of any given media. ONLINE AND paper advert 16 Definition of call Advertising Media refers to means by which an advertising message is carried to potential customers and includes television, radio, internet, magazines, report, and signage Online Advertising refers to advertising that is done over the internet paper Advertising refers to placing advertisements on a newsprint Purpose of the StudyThe purpose of canvass cause of online advertisement toward newsprint advertisement is to 1. discipline that entrepreneurs are provided with ample development regarding the various advertisement media to alter them make inform choices 2. Ensure that myths revolving effectiveness of either newsprint advertisement or online advertisement are eliminated and substituted with live statistics 3. Ensure that advertisement agencies are able to ad secure their media in a manner that will change businesses reach their target audience in the most effective way and at the least(prenominal) cost possible 4.Ensure that recommendations are do that would help entrepreneurs make a choice on the most effective media for their advertisements. This try is significant because it would help in ensuring that useful knowledge is made functional to help entrepreneurs with their advertisement decisions, especially those focusing on newsprint and online advertisements. It will also ensure that advancements in technology are ONLINE AND newsprint ADVERTISEMENT 17 embraced and advertising services evolve to stovepipe meet the opportunities and challenges of the time to come with regard to market outreach.Hypotheses The fiting hypotheses were tested in this excogitate 1. H01 Advertising plays a central utilization in business success. HA1 Advertising does not play a central role in the success of a business. 2. H02 approximately businesses advertise on newsprint media. HA2 virtually businesses do not advertise on newsprint media. 3. H03 Mos t entrepreneurs prefer to use online advertisements for their products. HA3 Most entrepreneurs do not prefer to use online advertisement for their products. 4. H04 Newsprint advertising is more effective that online advertising.HA4 Newsprint advertising is less effective than online advertising. 5. H05 Online advertising is the future of product advertisement. HA5 Online advertising is not the future of product advertisement. Summary The shift in focus by entrepreneurs and businesses to put more attention on online advertisement sooner on the traditional advertisement media is slackly seen as one of the main step toward technological revolution of the advertising industry. This would go a long way in realizing wider market outreach and increased sales for businesses and publishers who embrace the internet for their issuings.This, in essence, would mean increased readership for online version of publishers, translating into largishger profit margins. ONLINE AND NEWSPRINT ADVERT ISEMENT 18 This nurture has been designed to explore various modes of newspapers as major advertisement media which can be apply by entrepreneurs and businesses to advertise their products and services. Special focus has been given to pencil lead Newsprint and confidential nurture Online, which are Malaysias leading slope payoffs. Chapter two of this work is an extensive belles-lettres look into on matters relating to online and newsprint publications as well as online and newsprint advertisement.Chapter threesome is an outline of selective data collection and interposition while chapters quartette and pentad on an individual basis present get wordings and discussions. Chapter six outlines major conclusions and recommendations. ONLINE AND NEWSPRINT ADVERTISEMENT 19 CHAPTER 2 belles-lettres REVIEW Introduction themes have conventionally played a very significant role in the advertisement of goods and services. This has been mainly attributed to their wide readershi p and circulation since they can be considerably obtained, from the nearest street vendor to the biggest obtain mall in the biggest city.The readership of newspapers also cut across all ages, sexes, and social classes as they commonly publish articles that would be useful to all these category of persons in one way or the other,. themes have for long henpecked the advertisement scene due to the low costs involved as compared to other advertisement media. report go downs either as newsprint or online. Newspaper publishers have lately resorted to the two kinds of publication to meet the various demands of different readers (Mutter, 2010).The entry of online version of newspaper has seen a significant drop in the readership of the print newspaper, and this trend is projected to continue into the future. This scenario which is or so undeniable and probably irreversible is generating big concern on the future of printed newspaper as well as newsprint advertisement. The stamp o f newspaper remains very measurable for publishers since it is responsible for the biggest volume of revenue for publishers, alter nearly 90% of the total revenue for a newspaper company.Analyst are quick to point that any try on to rid of print newspaper would enti swan through publication companies out of business since the advertising revenue will almost drop to 5%, if not postal code (Mutter, 2010). However, the go on survival of print newspaper will to a great extent be determined by consumer demands, good state of an economy, and the interest of marketers to use newsprint ONLINE AND NEWSPRINT ADVERTISEMENT 20 advertising. It is predicted that with the fall economic prospects declining advertising revenue, there is a high possibility of a major drop in consumer demand for print newspapers.This is based on the fact that tight to half of print newspaper readers are aged population who are statistically likely to pass out with time. The jr. population is not found of prin t newspapers, and this habit will probably heed them to old age. Unless this readership habit of the younger population changes, it is quite evident that the print newspaper readership will continue to shrink as the aged population slowly makes their exit, press release away the younger population that has already formed a habit of not meter interpret the print newspaper (Mutter, 2010). Evaluation of marking Newspaper release newspaper has conventionally been associated with a number of emoluments, which have probably made it very popular. It is generally agreed that print newspapers have loyal readership, which makes it a powerful advertising tool as compared to internet. scrape newspaper is considered very effective when a picky geographic area is universe targeted for example, when you want to notify people of about a forthcoming sporty event. For those who have nurture to convey, print newspaper is more flexible in name of space as one is able to determine the size t hat would best suit his/her needs.Certain print newspapers enjoy many loyal fans, thus increasing their readership (Lad, 2009). On the other hand, print newspapers have certain discriminates. score newspaper generally has curb lifespan, meaning they are only in stock(predicate) to the public for a whizz daylight after which they are withdrawn from sale. publish newspaper may not give a wide reach as compared with internet that has a global audience. Print newspapers have the confinement in foothold of the ONLINE AND NEWSPRINT ADVERTISEMENT 21 audience who may actually read it, and certain copies may actually not be available on demand at all times (Lad, 2009).Evaluation of Online Newspaper Online newspapers tend to support training to the reader ofttimes more quickly as compared to the print version. The online version is always available on the internet in front the print version is on the streets. Online publications can ordinarily be updated some(prenominal) times in a day with the latest news and happenings. Moreover, while print version is purchased, online newspapers are accessed tolerant of charge. This makes it possible for a reader to use a wide spectrum of newspapers possible.Online versions enable exploiters to make use of associate to break up large units of information into more considerably digestible portions, and to search information in the newspaper is also automated. Readers of online versions are able to catalogue articles on the computer, contact editors via e-mail, and use interactive games (Lad, 2009). The disadvantages attributed to online versions include the fact that they do not give detailed reports on all the subjects and tend to omit several(prenominal) sections found in the print version. This limits information available to the online reader.Reading from a computer does not convey the traditional stimulate of reading a newspaper, which is a headstone characteristic of print newspaper. During peak times whe n several users are scrambling to access news, the download times are very long. Online newspapers are characterized by so many links which are quite confusing instead of being useful, particularly the amount of query necessary and the need to constantly crack up the link address. matchless gets tired look at the computer screen and it may take time to get used to them (Lad, 2009).ONLINE AND NEWSPRINT ADVERTISEMENT 22 side Study aesthesis Online and principal sum Newspaper The school principal is one of the leading English language newspapers in Malaysia. The statistics issued from the Audit federal agency of Circulation indicate that the print version of this newspaper has a daily circulation of nearly 950,000 copies while the Sunday wind records a readership of nearly 850,000. The publication is mainly owned by the Malaysian Chinese Association. The main competitors of this publication are The Sun and the New whirl Times, which are also published in English.The unity newspaper traces its history back in 1971, when it was first published as a regional newspaper in Georgetown. By 1976, the newspaper had gained national circulation in Malaysia, and established its headquarters at the fields capital, Kuala Lumpur. The growth in business saw the company relocate to Petaling Jaya, where it is soon based ( single Publication, 2009). The companys print newspapers, The head day-by-day and The Sunday hint are published in five different editions. devil of the editions hold out the northerly eninsular states of Penang, Kedah, Perlis, Kelantan, and Perak. Two other editions cover the larger country. The protagonist effortless is divided into sections consisting of the chief(prenominal) newsprint, StarBiz, StarTwo, Star tube, and classified section. The features of the Main Paper are predominantly local and internationalist news. The StarBiz is mainly concerned with trade and reports on market trends, financial reports, and stock market updates . On the other hand, Star Two mainly feature articles on entertainment, environment, science, lifestyle, and fashion among several others.Lastly, the content of Star Metro is varied and tends to focus more on the area of circulation (Star Publication, 2009). The continued demand by the publications readers saw the progeny of The Star Online, which is an internet version of The Star newspaper. This was in chemical reaction to the persistent ONLINE AND NEWSPRINT ADVERTISEMENT 23 demand for an online version of the newspaper, and it finally made entry into the market in 2005. The company prides its strengths as a newspaper on the cornerstones of internet and media ventures.The Star Online and its many components are produced, managed, developed, and contributed to by the Star Division, The Star Online and Multimedia Newsdesk teams of The Stars Editorial Department (Star Publication, 2009). Newsprint Advertisement Advertisement can be traced to the upshot of trading activities from very early long time as evidenced by archeologic artifacts drawn from different parts of the world. With the construct of the printing press in 1440 by Johannes Gutenberg who was a German Goldsmith, merchants were able to collimate advertisements for their wares.By the late 19th and early 20th centuries, newsprint advertising had twist the primary means for companies to communicate their sales and promotions to the consumers. This was mainly through media such as newspapers, magazines, fliers, posters, and billboards (Walker, 2010). Following the invention of printing press, advertisements became a common place in weekly newspapers and periodical journals. The items, which were mainly featured in such advertisements, included new machines, other print publications or reported the discoveries and inventions of the attainment era.The first newsprint to offer advertising space for sale was the French publication La Presse in 1836. This saw this newsprint being sold more cheaply , wherefore recorded increased readership and profitability. This move godly other newspapers and magazines across the world to follow suit in this commercial strategy. In the contemporary newsprint, advertising designers are able to visualize highly creative commercials through digital moving picture manipulation in order to make the biggest market impact (Walker, 2010).ONLINE AND NEWSPRINT ADVERTISEMENT 24 Newsprints unruffled remain key advertisement medium for every business to such a point that it is hard to imagine doing business without advertising in a newspaper or a magazine. This is particularly important for small businesses that can hardly afford other media of advertisement. Paid-circulation newspapers have for long dominated the mint candy media market for advertisement as reflected in advertisement sales volumes. Newspapers are very popular with both multinational businesses and small-scale dealers.This is probably due to the fact that businesses come in three distinct forms namely local, regional, and national newspapers each targeting different audience according to its scope of circulation (Patsula Media, 2007). Advantages There are a number of advantages that print newspaper advertisements have over online advertisements. Print newspapers have very wide circulation as almost every home in the city subscribed to daily access of a printed newspaper. Where the advertisement is intended to reach audience only in a particular geographical region, print newspaper readily permits this.The printed advertisement benefits from both permanence and desired obsolescence. This means that a reader is able to refer back or even cut out a particular advert. Print newspapers have a predictable frequency of publication, either on daily or weekly basis, making it possible for advertizers to target days of wider readership for their adverts (Brassil, 2010). The immediateness that print newspapers have makes it possible for imperative advertisements to be responded fast, thereby producing urgent results. When deadlines are before long, it permits quick responses to changing market conditions.Readers are already accustomed themselves to getting advertisements on print newspapers to an extent that a good number buys print newspapers just to read advertisements. At the express(prenominal) time, print newspaper reading has nearly become a habit for ONLINE AND NEWSPRINT ADVERTISEMENT 25 most people. Specific vault of heaven adverts can be very easily set on the various sections of print newspaper such as sports, news, and classifieds to ensure the target is directly hit (Brassil, 2010). Print newspapers give advertisers a lot of flexibility both in size and placement.This means that production changes can be easily responded to whenever the need arises. Advertisements that are move on print newspapers can be examined at unoccupied since the exposure is not limited, thus readers are able to take their time going through the messa ge. Since placement on print newspaper can be made-to-order to a size that suits the budget of the advertiser, it is possible even for small businesses to place their small adverts at low costs. Print newspapers offer wide options to advertisers whether place their advertisements as feign only, copy with graphics, colored, or black and white.Finally, print newspapers features supplements which readers can easily pull out and save (Brassil, 2010). Disadvantages Advertising on print newspaper has not escaped its own set of shortcomings. Because of the large number of advertisements which are featured on the newspaper, any particular advertisement must compete for readers attention. This means that readers who only spend a few minutes reading the print newspaper may crack to capture the advertisement. At the same time, there is hardly a guarantee that everybody who reads the print newspaper will read the advertisements placed in it.This is because a print newspaper has several sectio ns and not all readers read every section of the newspaper. The short lifespan, normally daily, that newspapers have forces advertisers to insert multiple advertisements even for a whole week so as to reach a good number of readers. This may be expensive particularly for small businesses (Brassil, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 26 Online Advertisement The revolution in information and parley technology has come with both opportunities and risks for the business club, particularly from the point of view of the traditionally-established media.Internet as a form of computer aided communication is equally unsure for the print media. The technological potential in advertisement that online newspaper offers surpasses that of the printed newspaper in several ways. Online newspaper is interactive multimedia for providing internal and foreign networks, while offering a survival of functions, possibility for regular updates, access to archives, rapid access to large number of newspapers, and being paperless, thus ensuring there is no job of waste disposal (Neuberger, Tonnemacher, Bibl & Duck, 1998). AdvantagesThe economic constraints that businesses face on everyday basis often leave enterprises with very little money to spare on advertising. This is more common among the small businesses who often find themselves light in the pocket. It is therefore important to opt for an advertisement medium that give optimum output and minimal costs. Online advertisement is generally seen to be complacent in this line than the traditional newsprint advertisement. When online advertisements are on a pay-per-click basis, an entrepreneur only pays when a potential customer clicks on the advert and ends up on the entrepreneurs website.This ensures that businesses only pay for leads that end up in their website as impertinent to mass messages in the print newspaper that may or may not reach the target audience. There is therefore utmost return on investiture for a bu siness using online advertisement (Rogers, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 27 Online advertisement also works very quickly given the fact that the day that one gets started is the same day that results manifest. There is basically uncomplete waiting period nor long inauguration process. one time an entrepreneur is ready to get started, he/she can very easily launch a successful advertisement promotion on a number of channels. This tends to produce quick results and the campaign can also be maintained for a longer period of time unlike print newspapers which have daily lifespan. Online advertisement enables businesses to target their markets more efficiently than print newspapers. This can be turn overd through the use of social networks that an entrepreneur considers relevant to the campaign.Once these social networks are identified, a business can dig very deep into their niche, enabling them to produce the supreme results with very little investment (Rogers, 2010). A dvertising online has the advantage of giving elaborate and thorough statistics that enables a business to tweak and optimize their campaigns to the maximum. This is a total deviation from newsprint advertising when one can do very little to track the success of one campaign as compared to another. Online advertising avails quite a number of information just at a mouse click.With online advertising, an entrepreneur is able to monitor the number of people who visits the business website, where they come from, what they did once they were there, and many other details. Online advertisement also allows full accommodate and abstract since one is able to manage how many times to show up in the search engines, thus make it possible to gain huge returns for the business (Rogers, 2010). Disadvantages One key disadvantage that is associated with online advertisement relates to advertising overload as there is incredible amount of fuddle on most web pages.This arises from the fact that ONL INE AND NEWSPRINT ADVERTISEMENT every advertiser tries to draw the attention of web viewers, making readers have access to too much information which they can hardly digest. under(a) these circumstances, the web viewers normally choose to ignore the advertisements and this will lead to low rates of return. Also, online advertisement is withal a new apprehension for many advertisement agencies, which simply cannot tell just notwithstanding which advertising method works best (Rogers, 2010). 28 ONLINE AND NEWSPRINT ADVERTISEMENT 29CHAPTER 3 METHODOLOGY Introduction In seek undertaking, the methodology section is one of the crucial areas to be tackled in a proposal document because it forms the basis of the results of explore findings. A question can be faced with big challenges due to harm choice of method used. To avoid this, good planning of the method is essential and in order to get reliable results. The issue of reliability establishes that a research should have the abi lity to show consistency in the results even after a consume is repeatedly done by different researchers. dependability in research acquire can also be heighten through good structure of the methodology. When the slouch entropy collection methods are used, proportional samples are collected, and the correct method of synopsis is used, a research can achieve validity. Since this thesis is inductive in nature, it prompted the drill of a qualitative methodology. This means that the views of newspaper publishers and advertisement experts have been given a lot of angle. This was done by administering both physical and online questionnaires as well as conducting in-depth interviewseach lasting nearly 45 minutes.Those interviewed had to be newspaper publishers, advertisement agencies, and general newspaper readers in Malaysia who have been in the sector for the last five years. Moreover, at the time of the interview, they were actively engaged in related media and general businesse s. This ensured very sizable info was gathered from persons with a wealth of experience. Data Collection Methods The key purpose of information collection was to ensure that a rich set of description was obtained. To achieve this, the interviews were transcribed in real time by the interviewer.The ONLINE AND NEWSPRINT ADVERTISEMENT 30 responses were then keep downd and analyzed by adopting principles of data codification and clustering (Miles & Huberman, 1994). This was supplemented by administration of questionnaires as well as comprehensive review of relevant literature. Sources The data gathered for this research is from a wide range of documentary sources relating to newspapers as advertisement medium in general as well as those specifically relating to print newspaper and online newspaper giving special tenseness to The Star Publications.These mainly included policy documents and academic and the non-academic documents. First, journals on newspaper advertisements were sear ched. Second, electronic databases were searched using key wrangling like newsprint advertisement, online advertisement real The Star newspaper and effects of online advertisement on newsprint advertisement. writings review included both conceptual and empirical works, with about 15 articles reviewed for this study. Interviews The interviews dwelt on the following areas ? The considerations when choosing advertisement media ?The relationship amidst newspaper readership and circulation and advertisement impact ? The means of promoting advertisement on both print newspaper and online newspaper so as to enable business reap maximum benefits from these advertisement media ? What the future holds for print newspapers and online newspapers, with emphasis on The Star nonchalant and The Star Online. ONLINE AND NEWSPRINT ADVERTISEMENT 31 Questionnaires A questionnaire survey of the newspaper publication sector was conducted to understand the aspects of print newspaper and online newspap er advertisements in Malaysia.The survey was explanatory in nature as the objective was to gain appreciation on the effects of online advertisement on newsprint advertisement. The questionnaire was administered to nearly snow Malaysia entrepreneurs, coke Star Publication readers, and over 100 advertisement experts. The set sent to the entrepreneurs and advertisement experts included a cover letter, which explains the purpose and need for the study, the questionnaire document, and a pay reply envelope. Letters reminding the respondents of the questionnaires were later sent to those who had not responded within the three weeks duration. event Study This thesis involves classical use of case studies to gain a deeper insight through the application of a set of motifs. A multiple case study approach helps in developing a theory which is better grounded, more accurate, and more generalized (Eisenhardt & Graebner, 2007). Case studies are introduced to test the possible effects that ad vertising in online newspapers could have on advertising on print newspapers, and the users adoption of one over the other. The use of case study is important in applicatory testing of theories with practitioners in real life situation.The case study organizations are selected based on the idea of metaphysical sampling. This is because when it comes to building a theory, theoretical sampling tends to be preferred as compared to generalized concept found in statistical studies. This means that the cases are chosen for theoretical and not for statistical reasons (Schroeder, Linderman, Liedtke & Choo, 2008). An epitome has been developed on how the use of online advertisement is steady gaining popularity among entrepreneurs in Malaysia, and particularly the use of The Star Online.ONLINE AND NEWSPRINT ADVERTISEMENT 32 Survey Analysis From the nearly 100 questionnaires that were mailed to entrepreneurs, 85 were returned. This represented an 85% response to the questionnaires. Howeve r, those that contained usable data were only 70, thus a satisfactory response rate can be tell to have been reasonably attained. From the 100 questionnaires administered to advertisement experts, 80 were punctually completed and give over. From these about 74 contained usable data representing nearly 80% response rate which can be considered satisfactory.Ninety-five out of the 100 readers of both versions of The Star duly responded to the questionnaires and all had useful data. Chart 1 Treatment of Data In research, the data collected need to be synthesized in order to make sense with regard to what is being studied. The data from the questionnaires in this research were analyzed extensively to retrieve the information contained in them (Zikmund, 2003). The triangulation method for data analysis and interpretation was used to interpret the data collected, basing arguments on grounded theory (Dick, 2000 Knafl & Breitmayer, 1991).In addition, the information obtained from the case study were analyzed individually and thereafter, a comparison was made betwixt the different data sources. ONLINE AND NEWSPRINT ADVERTISEMENT 33 Research Limitations The main limitation that may be pointed out in this research is the use of a single case study. However, it is also true that online advertisement is excuse a recent concept that has not gained much popularity among entrepreneurs. At the same time, the single case approach has weight in the sense that it allows the achievement of a comprehensive analysis.Some of the information have also not been validated through multiple case analyses so as to provide a solid and practical basis for understanding the effects of online advertisement on newsprint advertisement. Rigor, Validity, Reliability, and Ethics The four categories of quality management in research were highly considered. These include validity, reliability, ethics, and rigor (Zikmund, 2003). Reliability of a research is its ability to butt against consistenc y in results this was achieved through the assert of sample by stratifying the population to get a more representative sample.On the other hand, validity is the ability of a scale to measure what it is intended to measure but not going beyond the topic of the study. The triangulation method was used to control this aspect in the thesis. Ethics involves hamper to the norms digested in gathering of information and this has been ensured by providing secrecy on the information collected from the entrepreneurs. Lastly, the rigor of the research was order toward efficient sample size in a critical facet in any investigation.The main purpose that a researcher utilizes a sample is to reduce the charges and to collect important data high-velocity (Zikmund, 2003). ONLINE AND NEWSPRINT ADVERTISEMENT Human Rights tribute The people who were interviewed were assured of their confidentiality. In addition, the information gathered ensures the peoples privacy. The entrepreneurs and their busi nesses will have their rights protected. Research Schedule/Timeline This research took a period of eight weeks. This is considered an high-flown timeframe given the busy schedule of some of the subjects who were to be interviewed and have granted appointments at later dates.A detailed summary of the work plan for the research has been tabulated down the stairs Table 1 Work visualize Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Research proposal Preliminary literature review search Literature review and writing Interviews Case study collection Interview editing, coding and interpretation plow interpretation Report writing and institution 34 ONLINE AND NEWSPRINT ADVERTISEMENT 35 CHAPTER 4 RESULTS Research findings indicate that The Star Online is not yet well explored as regularly as The Star Daily print version.According to the survey, only 41% of the users of The Star Online read it daily, as opposed to the 60% who read The Daily Star daily. Chart 2 Seventy portion read The Star Online edition several times a week, while 80% read The Star Daily several times a week. Only 5% of online users say they never read a print version. Online newspapers are read less frequently and also for shorter periods than printed newspapers. Four out of five users (81%) spend less than an min reading The Star Online on days when they read it. Only 35% of print readers spend such a short time on it.About tierce of the readers of both The Star Online and The Star Daily were un unforced to pin themselves down to a particular time of day for reading the paper. One in four (25%) said they read The Star Daily between 5 and 9 a. m. The main time for reading The Star Online is around 6 p. m. (38%)this is the time preferred by users of the online edition, which can be read ONLINE AND NEWSPRINT ADVERTISEMENT 36 on the evening before the printed version appears or which are updated several times in the course of the day.In The Star Online version, the classic sections of t he newspaper are the most frequently used. The section topical anaesthetic News is also highly popular. One in three readers of the online version uses the archive frequently (32%) and only about troika of users did not read the small ads (37%). Items with entertainment value or with feedback possibilities were not very popular. Clear differences emerged between the different kinds of versions, and this only shows that preferences are transferred from the print media to their online equivalents.Proof of this is the solid interest in Local/regional Affairs of Internet users of local and regional newspapers or the importance attached to current information on politics and business matters. A number of questions dealt with the comparison of the information content of The Star Online compared with The Star Daily. Compared with the print version, the online newspaper was rated 45% of the respondents as providing more expanse of information, while only 30% voted in favor of the print version on this criterion 20% rated both versions on this count.The smaller size of The Star Online compared with The Star Daily may be the reason that the print newspaper was rated by considerably more respondents as providing greater scope of information. Chart 3 ONLINE AND NEWSPRINT ADVERTISEMENT 37 Regarding finding information in the paper, the position is more verificatory for The Star Online 50% of users stated that they could find their way around just as well as in The Star Daily, while 20% were able to find their way around the online version better.With regard to entertainment value, 40% of users found The Star Online just as good as print version, 35% of users rated print version better and 27% favored online version. What about reader loyalty? About 65% would have chosen The Star Daily and just fewer than 30% would have preferred The Star Online, if only one of the versions had been available. The decision in favor of the print version was based on its portability, whi le the advantages of the online version were seen as being its accessibility from outside the normal circulation area and the evasion of unwanted paper.The main advantage, however, in the eyeball of the respondents was that online newspapers are normally provided free of charge. It is therefore not surprising that only 35% of users would be prepared to accept a charge. Out of these, 80% stated that they would only be willing to pay for online newspapers if they were cheaper than print newspapers. Only 1% of those users willing to accept a charge could imagine nonrecreational more for online newspapers. Apparently, then, users are not willing to pay for the advantages of online newspapers. ONLINE AND NEWSPRINT ADVERTISEMENT 38 CHAPTER 5 DISCUSSIONThe case study of Star Publications shows that online newspaper users base their activities and/or expectations on the print newspaper and use or design their product accordingly. The online user knows what to expect of a site as the onli ne version retains the name of the printed version, use a similar layout, and similar contents. Moreover, the positive image of a paper can be transferred to the internet. On the other hand, too vehement orientation toward the printed original could mean that the possibilities offered by internet technology are not fully exploitedthat copy is simply lifted from the printed version.Given such trends toward the future consumption of newspapers, it is clear that online newspapers are steadily taking over the readership of print newspapers. This has the potential of influencing the choices of advertisement media, which entrepreneurs will be making regarding print newspapers or online newspapers. The concern for newspaper publishers would be about the timeframe for which their print newspaper audience would be big abundant to justify such huge investment toward publication and distribution of print newspapers. convertible concern would be to entrepreneurs and businesses which still rel y heavily on print newspaper for their advertisements. Are they likely to continue using print newspapers for their advertisements or the trend would most likely shift toward online newspapers? The introduction of charges for use seems scarcely possibleat least not as long as the same or similar information is available on the Internet free of charge. The doubts of the advertising industry may mellow as the Internet becomes increasingly widespread and commonly used (Mutter, 2010).ONLINE AND NEWSPRINT ADVERTISEMENT 39 CHAPTER 6 CONCLUSION AND RECOMMENDATIONS major(ip) Conclusions It would be quite wrong and lead to rule out the future of print newspapers as advertising media just because of the increased use of online advertising. The reality is that paid circulation newspapers like The Star and Sunday Star still remain very popular advertising media for both local and international businesses. Print newspapers are the most aged forms of mass media, and will thus continue to be do minant in this field, recording big volumes of advertising revenue.Multinationals and local convenience store will continue to depend on print newspapers for their advertisements. Print newspapers are found in each and every community worldwide and readers are very sore of them (Brassil, 2010). Both online and newsprint advertisement have their characteristics which show strong and weak points. This explains wherefore despite the perceived decline in readership of print newspapers, a scan through a print newspaper will reveal a number of businesses that continue to place their advertisements on daily basis.The continued presence of advertisements on newsprint clear indicates that it still works as a very effective advertisement medium. Although printed newspaper no longer enjoys exclusive monopoly as the predominant source of news, it is clear that they still remain a strong factor in their specific sphere of influence, and online advertisement is not about to edge it out (Brassi l, 2010) Recommendations 1. Entrepreneurs should highly consider using both print and online newspapers for their advertisements since both have credible number of loyal readers. ONLINE AND NEWSPRINT ADVERTISEMENT 2.When placing advertisements on online newspapers, designers should avoid putting a lot of emphasis on feedbacks since readers rarely give them attention. 3. Advertisements on both versions of newspapers should be critically placed on segments that are frequented by readers so as to attract their attention with ease. 4. Links placed on online newspapers should be more easy to use so that readers can easily aviate through the paper. 5. Most advertisements that target younger persons should be preferably placed on online newspapers while those targeting older people should be placed on print versions.