Explanation of Key Print Media Terms
a. Planography
Planography is a printing technique in which the printing and non-printing areas lie on the same plane or surface. Unlike relief printing (where the image is raised) or intaglio printing (where the image is etched), planographic printing depends on the chemical repulsion between oil and water. The most common form of planography is lithography. In this method, an image is drawn with a greasy substance onto a flat surface, typically a limestone or metal plate. The surface is then treated with a water-based solution, which sticks to the non-image areas. Ink applied to the surface adheres only to the greasy image, not the wet areas. Planography is widely used in commercial printing due to its efficiency and cost-effectiveness.
b. Oligopoly
Oligopoly refers to a market structure where a small number of large firms dominate the industry. In the media and print industry, an oligopoly can be seen where a few publishing houses or media corporations control most of the market share. These firms influence pricing, content distribution, and advertising rates. For example, in India, big media groups like Times Group, HT Media, and Dainik Bhaskar Group dominate print news. Oligopolies often lead to limited diversity in news content, potential bias, and barriers for new or small media players. While it allows for economies of scale and consistent standards, it may also suppress alternative viewpoints, raising concerns about media pluralism and democratic discourse.
c. Diagonal Expansion
Diagonal expansion is a growth strategy where a company expands into areas that are related but not identical to its core business. In the print media context, diagonal expansion might involve a newspaper launching a digital news platform, e-magazine, or even a television news channel. It combines elements of vertical and horizontal integration. This approach allows media companies to diversify revenue, reach wider audiences, and adapt to changing consumer habits. For example, a print-only news outlet may expand into video journalism, mobile apps, and social media publishing to stay competitive. Diagonal expansion also reduces dependence on a single revenue stream and enhances brand visibility across platforms.
d. Offset
Offset printing is the most common printing technique used in newspapers, magazines, brochures, and books. In this process, the image is transferred (or “offset”) from a plate to a rubber blanket and then onto the printing surface, usually paper. The printing plate never directly contacts the paper, which increases the lifespan of the plate and provides high-quality output. Offset printing is ideal for large-volume printing because it is fast, efficient, and cost-effective. It can reproduce sharp images and consistent colors. The method works well with a wide range of paper types and formats. There are two main types of offset printing: sheet-fed and web-fed. Offset technology continues to be a backbone of the print media industry despite the rise of digital alternatives.