Page 34 - final flipbook

When you dig into the basic principles of news design, overlaps with the
web are frequent and oftentimes indistinguishable. Many web design best practices

can be traced directly back to news design. When it comes down to it, websites are

made for users to engage with, and hopefully return to. Newspapers have been
playing that game for centuries, and winning.

Anyone with even a passing interest in web design stands to benefit from

knowing how news design works, and why it works. This piece will examine

several tenets of newspaper design and show their connection to best practice online.
At the core of that connection is a principle childlike in its simplicity, one

newspaper and web designers alike would do well to remember.

Television advertising is a form of a sponsored TV slot which aims to send
promotional messages to viewers and convince potential customers to buy products

or services offered by the sponsoring organization. Monies from TV advertisements

account for a large part of commercial broadcasters' revenue.

Advertising spots vary in duration according to the specific regulation in each
country. National laws also define the appropriate content of advertising. Television

advertising relies heavily on catchy jingles and memorable slogans. Research shows

that the combination of sound and motion has a strong effect on potential customers,
hence TV commercials are believed to be a highly effective form of advertising.

Apart from being considered the most powerful mass-market advertising

media, the TV advertising market is also highly profitable. The prices paid by

advertisers for TV commercials depend on the broadcasting time. The most
expensive time, known as prime time, is between 18:00 and 19:00. Channels with

different coverage also charge different rates for advertising: broadcasters with
national coverage offer pricier advertising services than those with regional

coverage. TV broadcasters' pricing policy depends also on the audience share of
their programs.

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