Kimbell 1 Madison Kimbell Dr.

Guenzel ENC 1102-0013 14 March 2014 Analysis of Print vs Online: Can There Be a Cohabitation of Competing Media and How Readers Can Benefit With the introduction of digital media, readers have increasingly stressed over the competition it has created for print industries. As new technologies and advancements take place it has been consistently predicted that the print industry will eventually die out, and although this may be true, print media has also been predicted to have more than 20 years of life and revenue left in the output of media. Print industries consist of newspapers, magazines, and any form of printed articles and advertisements published by media companies. Now, newspaper and magazine industries are increasingly merging to digital form to keep up with the technological advancements and continue to output media for income. In Sara Aases report Print vs Online: Can There Be a Cohabitation of Competing Media and How Readers Can Benefit, Aase clarifies a few negative and positive impacts of going digital, for readers and publishers, as well as helping readers to benefit from the availability of both print and digital media. According to her biography summary on the website Linked In, which consists of members with professional careers, she has written works for numerous companies including Better Health & Living, Parenting, AARP.com, Twin Cities Business, USAA, CreditCards.com, Minnesota Monthly, Hemispheres, and more. She resided as an editor for MSP Communications, University of Minnesota, and International Features. Her experience with these companies gains her credibility as a speaker an audience should listen to. Aase speaks

Kimbell 2 to her audience with the best intentions of benefiting them while using a structured argument consisting of ethical, rational, and emotional support to her thesis. The report begins with Aases introduction to her thesis where she gives an analysis of the transformation from print media to digital media. In fact, her first statement is a clarification that print media is not dead and that the ordeal surrounding it has been greatly exaggerated. I think she begins her essay with this statement to ease the minds of her readers the second they begin to read her work. Her best interest is her audience and that quality in her work gains her credibility in persuading her thesis. She then states her thesis that although print is slightly declining, it is still expected to live and make revenue for another decade and that digital use of media presents methods of writing and reading that are the same if not better than the pen-onpaper methods that are present with physical printed material. Aase moves on in her report to describe elements of print and digital media separately, finishing with beneficial advice for readers on using both print and digital forms of reading media. The audience of her report is the reading community that consists of people who use printed materials and digital materials. Although this audience is very general and vast, Aase does a good job at making positive statements about the two different forms, being careful not to insult anyones reading habits, as well as working on benefiting all of her readers and the way they read by helping them to see the advantages in using both print and digital form. Her argument is very respectful to both ends of the spectrum while she works to persuade the unique readers in her audience to take her advice. To do this, she commonly refers to the audience and herself as a one whole community, working to change and adjust together, by stating us instead of simply listing points directed at the reader by stating you in order for the audience to take her advice in working on their reading habits. The audience is more sympathetic and

Kimbell 3 persuaded with her usage of us because she is guiding her readers as a mentor, rather than a preacher or lecturer, through her process and analysis of print and digital media. She further appeals to her audience by backing up her claims with statistical and logical evidence that are deemed credible by the experiments and surveys in which she received the supporting data. In the beginning of her report, Aase mentions that even though the output of printed materials may decline with the introduction of iPads and Tablets, the print industry is predicted to continue making revenue for the next 20 years. She interviews and surveys a publishing industry analyst, Bob Sacks, who confirms her statement, everybody's talking about the death of print, but that's just not going to happen, says Sacks, there's going to be billions of dollars for the next 20 years in print. Sacks does also mention that an inevitable change with the introduction of digital media is that the primary way people read will be digital. This statement is then supported with a predicted statistic from her interview with James McQuivey, a consumer products analyst for Forrester Research, who says, the sale of e-books is predicted to hit $3 billion by 2015, at which point that format, not the bound book as we know it, will drive that industry. Aases uses of ethical arguments does persuade her audience because her sources for the interviews are professionals of the field who use logical appeals to state predictions and proven statistics. Aase also incorporates rational and logical appeals in the middle of her article. When she claims that the change to digital media is slower than what people think, she supports this statement with a proven statistic: A 2010 study by the University of California at San Diego finds that Americans' print consumption has declined since 1960. Slightly more than 60% of readers have moved to a digital magazine format. She further supports her claim with other experimental evidence: according to a 2007 study by the Association of Research Libraries

Kimbell 4 (ARL), the number of institutional print subscriptions drops every year, going from 64% of library subscriptions in 2002 to 30% in 2006. These statistics help Aase numerically depict the response to the introduction of digital forms of media and how it is affecting the print industry, for readers and publishers. Although Sara Aase is not an expert on these statistics, she has been prevalent in both paper and digital form. She has published works in newspapers and magazines while working as an editor, which cover her background knowledge on the print industry, while she also publishes works on the Internet, adding credibility to her knowledge of digital media. She continues to add to her credibility through emotional appeals by stating the audiences wants and needs out of media being published in both print and digital form. She claims that readers will always desire some form of printed material for reading because these published works prove valuable to the consumer. She works on easing the minds of this part of her audience by stating, the transition to digital media will depend a lot on how quickly most of us adopt mobile devices while the big hurdle for publishers is the cost of going digital while maintaining a print product. These limiting factors on digital media allow print-users to comfortably continue reading printed materials. She then appeals to the other spectrum of her audience, the digital-users, by stating that with the introduction of digital form, media is now more personalized, allowing users to customize their web search or even customize their own web pages. She continues by stating that the Internet has made collaboration between users easier and making those connections meaningful. The Internet has provided for innovation that has never been seen before and has allowed for digital versions of print that have enhanced reading and reading tools. She finishes her report by circling her points around and restating her first claim: print will never abandon us. I, personally, favor her closing statement where she appeals to the majority: picturing a

Kimbell 5 world where paper becomes like the vinyl recordstill treasured and available for a niche followingleaves many issues unresolved. Cost of new technologies and services, for example. Bandwidth. Battery life. Recycling. Not to mention that intangible something about print that nobody has been able to measurethe feel, the smell, the fact that the printed page requires no clicking, no e-mail checking, and won't suddenly disappear. This statement gains her credibility for her understanding of readers wants and needs from published material. She works with emotional appeals by making herself seem as one with her audience where she makes it clear that she, and the general reading population, know and care about the situation, but she also knows how to deal with the situation, which is where readers benefit from her report. Aases tone throughout her report is that of a professional, unbiased mentor in order to logically, ethically and rationally convey facts for the benefit of her audience and in support of her thesis. An example of when she uses this mentoring tone is in the last sentence of her report when she states, even if we ultimately abandon print, there's the security that print will never abandon us. Sara Aase succeeds in being persuasive and credible with her structured report by including survey results, statistics, and professional interviews. Aase uses logos and ethos by supplying numerical data proven by professional sources. She then proceeds to use pathos in her relation to her audience in their desires for media in paper and digital form. She sympathizes with both print readers and digital readers and evaluates the positives and negatives of using both. She presents little to no flaws in her analysis and successfully presents her thesis with support and a professional tone. Aase, overall, created a well-supported, logical and valid argument.

Kimbell 6 Work Cited Aase, Sara. "Print Vs Online: Can There Be A Cohabitation Of Competing Media And How Readers Can Benefit." JournalOf The American Dietetic Association 4 (2011): 500. Academic OneFile. Web. 23 Feb. 2014.

Aase, Sara. "Sara Aase's Summary." Linked In. N.p., 12 Mar 2014. Web.