PUBLISHING
MANAGEMENT
L3
Ing. Jiří Šnajdar
2016
Beginning of the industrial revolution is dated
from the 2nd half of 18th century. From it logically
influences industrialisation (beginnings firstly in
England). Basal pillars of industrialisation are
mainly coal and steel and symbol is steam
machine, invention of which is mistakenly
attributed to J.Watt in the year 1785.
Industrialisation consequences are
mechanisation of production, lastly convert to
series production, unusual increase of
effectiveness, modernisation – at that time used
English word progress. Negative consequences
are especially economical crisis.
Europe during the 19th century, despite all inner
contradictions, national conflicts, revolutions, for
example Big French revolution or so called
European revolution in 1848, power conflicts,
and wars, becomes in the eve of the 1st world
war a collective world hegemonic, naturally
thanks to asserting of imperialism and
colonialism. At that time loom other new great
powers – USA and Japan.
The social ambience also progresses, new
social groups crystallise (especially labour) and
interest groups (divisions) and their new,
socialist ideology, which radicalise them.
All these facts returned also in media sphere.
From these reasons starts to form newspapers
for wide readers´ groups, its edition is
increasing, in the USA issues from the year
1833 the mass The Sun, in England develops
after gradual decrease of charge for newspapers
fee stamp the penny press as a base of tabloids,
which during years overgrows in global
phenomenon. On the other side develops
interest and especially parties´ press.
Progress of polygraphy technology :
1811 – printing press propelled by steam (1500
sheets per hour)
1844 – rotating printer
1884 – Otto Merganthaler invented composing
machine (linotype)
Demand for new actual news also from abroad
is the impulse to establish specialised press
agencies, originally commercial oriented
information were later supplemented with politics
news : First press agencies were 1835 Agence
Havas, 1846 Harbour News Associated Press,
1849 Wolffsches Telegraphenbüro, 1851
Reuters Telegraph Company in the 20th century
were divided influence spheres (to mentioned
acceded UPI and TASS).
The primary purpose of advertising is to earn
money, as the one of the first worked with
advertising as a mean of profit of money E. de
Gerandér in Le Monde. Beginning of promotion
and advertising plays a basic role for economical
sustainability of periodical.
From the 20th century grows importance of
media, promotional and advertising agencies,
proves influence on the USA.
Radio is a telecommunication device for one
way transmission of the sound on distance.
As transmission medium are used most often
high-frequency electromagnetic (radio) waves,
but are also used metallic lines (local radio, wire
radio). Currently the radio broadcasts also with
help of internet and from satellites.
In the 2nd half of the 19th century was the
communication sphere in motion (1844 –
Morseus device telegraph, 1866 is put into
operation undersea cable between America and
Europe etc.).
New communication mean used the next tens of
years get practically from the beginning strong
competition – wireless sound transmission by
electromagnetic waves.
Marconi’s 1909 Noble Prize in physics.
This important international moment offers an
occasion to reassess and revisit Marconi’s
inventions at the dawn of a new wireless era of
the Internet and mobile computing devices. In
the past hundred years, we have moved from
the presence of analogue-based stationary
transmitters and receivers to the use of mobile
digital devices – from a broadcasting model
predicated on the movement of information from
one to many to new modes of communication
that are many to many and highly interactive.
Marconi’s 1909 Noble Prize in physics.
It is precisely these reverberations, impulses
and interactions that our research team seeks to
investigate, interrogate and harness creatively
for both exhibitions and academic purposes. For
these reasons the project collaborators have
chosen to with the metaphoric trajectory dubbed
by Marshall McLuhan – the “Marconi Galaxy.”
History of television
In 1933, FM radio was patented by inventor
Edwin H. Armstrong. FM uses frequency
modulation of the radio wave to reduce static
and interference from electrical equipment and
the atmosphere. In 1937, W1XOJ, the first
experimental FM radio station, was granted a
construction permit by the US Federal
Communications Commission (FCC).
FM in Europe
After World War II, the FM radio broadcast was
introduced in Germany. In 1948, a new
wavelength plan was set up for Europe at a
meeting in Copenhagen.
Because of the recent war, Germany (which did
not exist as a state and so was not invited) was
only given a small number of medium-wave
frequencies, which are not very good for
broadcasting.
First television company Television Ltd.
Established in the year 1925 John Baird 1925.
In the year 1926 showed to members of Royal
Institute a mechanical television. But this
mechanical system was unreliable, because it
required high speed of disc rotation and had low
quality.
In the 30th years of the 20th century gets the
dominance electronic principle. In England,
Soviet Union, USA, France and Germany
proceed first experimental TV broadcastings.
On the 2nd November 1936 regularly starts to
broadcast BBC (for 300 TV owners. Arisen new
mean of mass communication.
Colour television and digital
1953: NTSC compatible colour television
introduced in the US.
1962: Telstar 1, the first communications
satellite, relayed the first publicly available live
transatlantic television signal.
Late 1960s: The US long-distance telephone
network began to convert to a digital network,
employing digital radios for many of its links.
Colour television and digital
1970s: LORAN became the premier radio
navigation system. Soon, the US Navy
experimented with satellite navigation.
1987: The GPS constellation of satellites was
launched.
Early 1990s: Amateur radio experimenters
began to use personal computers with audio
cards to process radio signals.
Mobile phones
History of mobile phones
In 1947 AT&T commercialized the Mobile
Telephone Service. From its start in St. Louis in
1946, AT&T then introduced Mobile Telephone
Service to one hundred towns and highway
corridors by 1948. Mobile Telephone Service
was a rarity with only 5,000 customers placing
about 30 000 calls each week. Because only
three radio channels were available, only three
customers in any given city could make mobile
telephone calls at one time.
Social Media and Targeted Audience
As millions of people use the Web for conducting
detailed research on products and services, getting
involved in political campaigns, joining music and
film clubs, reviewing products and discussing
hobbies and passions, they congregate in all kinds
of online places.
The technologies and tools, which many
people now refer to as „social media“ all
include ways for users to express their
opinions online:
• Social networking sites like Facebook,
Twitter, Linkedin…., help people cultivate a
community of friends and share
information.
• Blogs, personal web sites written by
somebody who is passionate about a topic,
provide a means to share that passion with
the world and to foster an active community
readers who provide comments on the
author´s posts.
• Video and photo sharing sites like
YouTube, Flickr and…, greatly simplify the
proces of sharing and commenting on
photos and videos.
• Chat rooms and message boards serve as
online meeting places where people meet
and discuss topics of interest, with the main
feature being that anyone can start a
discussion thread.
• Listservs, similar to chat rooms, send
messages out by e-mail to collection of
registered members.
• Wikis are web sites that anybody can edit
and update.
• Social bookmarking sites allow users to
suggest content to others and „vote“ on
what is interesting.
Social media provides the way people share
ideas, content, thoughts and relationships
online. Social media differ from mainstream
media in that anyone can create, comment
on, and add to social media content. Social
media can také the formo f text, audio, video,
images and communities.
The best way to think about social media is
not in terms of the different technologies and
tools, rather how those technologies and tools
allow you to communicate directly with your
customers in places they are congregating
right now.
Social media is the superset and is how we
refer to the various media that people use to
communicate online in a social way. Social
media include blogs, wikis, video and photo
sharing and much more.
Valuable places to Connect
At speciality sites of all kindes, like minded
hobbyists, professionals, fans, supporters
meet and discuss thr intricate nuances of
subjects that interest them.
Many marketers have learned, ignoring
forums can be hazardous to your brand.
Participating as a member allows you to reap
rewards.
Reacting quickly and honestly in the same
forums where the discussions are taking
place is essential.
You may not be able to turn a negative
situation around, but you are instantly be
seen as a real person who gives a name and
a personality. Just by participating you will
contribute to make the situation right.
On the Web customers, stakeholders and the
media can immediately see what is on
peopel´s minds. There is never been so good
an opportunity to monitor what is being said
about you and your products.
The internet is like a massive focus group
with uninhibited customers offering up their
thoughts for free.
Tapping this resource is simple – you have to
monitor what is beeing said. Just having the
presence on the blogs, forums, chat rooms
that your customers frequent, shaws that you
care about the people who spend money with
your organization.
Social media sites are places that people
congregate to discuss things that are
important to them. Where are people
discussing your industry and the products and
services you should monitor it and participate
as appropriate.
Blogs, Blogging and Blogers
Blogs have burst onto the content scene
becouse the technology is an easy and
efficient way to get personal or organizational
viewpoints out into market.
Blogs are independent. Blogs are very
different. Blogging provides experts and
would-be with an easy way to make their
voices heard in the web-based Marketplace of
ideas. Companies that ignore independent
product reviews and blog discussions about
service quality are living dangerously.
Should you believe all you read on blogs –
no. Consider the source and find out if the
information comes from the government,
newspaper, a big corporation, someone with
an agenda. Blogs and bloggers are now
important and valuble alternative sources of
information.
• To work with bloggers who write about your
industry, company and products.
• To begin to shape those conversations by
creating and writting your own blog.
Many organizations cultivate powerful
relationships with bloggers who write about
their industry. Reputation mangement is
important and media measurment is a key part
of what PR people do.
Companies are already measuring what is
going on in the media, now they need to also
measure what is going on with blogs.
Audio content delivery through Podcasting
Internet audio podcasting which is essentially
free except for minimal hosting fees and some
equipment.
A podcast show reaches a potentially wide
audience allowing anyone to create shows and
listen to them. The second major development
was the availability of those podcast feeds
through iTunes.
Now all iPod users can simply subscribe to a
feed, usually at no cost and then every time
they plug their iPod the new shows are
automatically download and are copied to the
iPod.
With podcasting people instantly liberate
themselves from the mainstream, hit-driven
broadcast radio and can listen to shows based
on their specific interests.
Now marketeres have a tool to efficiently create
and deliver audio content to people who want to
listen.
Marketers can easily develop a show that
targets their buyers and can deliver updated
content that is welcome and useful to the
audience.
Media market at the end of 20th century
In the second half of the 20th century some
functions of media increased (entertainment),
others were suppressed (educational) of
modified (infotainment = connection of
information function with entertainment or
politainment = clearing of politician
communication for benefit of entertainment
contents, moreover often with inspiration in
commercial marketing communications).
In the media theory is talking about so called
post-journalistic (resignation on primary aspects
of journalistic role) or post-politic time (it proves
for example in low electoral attendance).
Editorial subjects
Media entrepreneurs, editorial houses and
multimedia companies
Subjects on medial market (promotional agency,
medial agency, research agency, PR agency, CRM
agency medial agency etc.)
On-line media:
Internet is complex, global computer network,
where are connected individual computers and
computer systems. It can use communication
elements – text, picture, speech, tone, video and
there interconnect through different interaction
levels into communication media.
In internet exist some different applications, i.e.
services, the service www (World Wide Web) is
generally considered for „Internet" itself.
WWW works with Hypertext Transfer Protocol
(HTTP) and enables the global interconnection of
hypertext documents. Hypertext is the text, which
signed parts (underlined) represents, respectively
refers to other objects, for example pictures. For
indication of hypertext documents is used finder,
so called browser.
Other services on Internet are:
Especially electronic post, so called e-mails,
chatting, web cameras, calling through Internet, ebusiness, in non-commercial sphere, for example
in public administration and offices, e-government,
e-learning, and e-collaboration.
Portals
Providers of online services offer to disposal
“Portals“ as access to information in www. Exist
portals, about which is rather general interest, as
for example Yahoo!, Google, MSN, AOL or in the
CZ the most used “Seznam” and other portals
aimed on special target groups.
The offer is usually free and is financed mainly
from advertisement on the page of the portal.
Advertisement forms on Internet:
Advertisement elements o web (banners)
Paid references in browsers (SEM), Google on the
right at searched page
Advertisement inserted in do e-mails (promotional
bottoms)
Advertisement in discuss groups and conferences
Public Relations on Internet: the target is to
introduce a firm
Web sides of firms
Press news to journalists
Electronic newspapers and magazines
The New York Times suggested that social media
websites, such as Facebook and Twitter, helped
people organize the political revolutions in Egypt
where it helped certain classes of protesters
organize protests, communicate grievances, and
disseminate information.
Many people use the World Wide Web to access
news, weather and sports reports, to plan and book
vacations and to find out more about their interests.
People use chat, messaging and email to make
and stay in touch with friends worldwide,
sometimes in the same way as some previously
had pen pals.
The Internet has seen a growing number of Web
desktops, where users can access their files and
settings via the Internet.
Over 6 million people use blogs or message
boards as a means of communication and for the
sharing of ideas.
The Internet has enabled entirely new forms of
social interaction, activities, and organizing, thanks
to its basic features such as widespread usability
and access. In the first decade of the 21st century,
the first generation is raised with widespread
availability of Internet connectivity, bringing
consequences and concerns in areas such as
personal privacy and identity, and distribution of
copyrighted materials.
The Web has also enabled individuals and
organizations to publish ideas and information to a
potentially large audience online at greatly reduced
expense and time delay.
Publishing a web page, a blog, or building a
website involves little initial cost and many costfree services are available. Publishing and
maintaining large, professional web sites with
attractive, diverse and up-to-date information is still
a difficult and expensive proposition, however.
Many computer scientists describe the Internet as
a "prime example of a large-scale, highly
engineered, yet highly complex system".
The Internet is heterogeneous; for instance, data
transfer rates and physical characteristics of
connections vary widely.
The Internet exhibits "emergent phenomena" that
depend on its large-scale organization. For
example, data transfer rates exhibit temporal selfsimilarity.