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Print

Print elements that support educational outreach campaigns can range from postcards and posters that build awareness to in-depth curricula that engage your target audience more deeply with the content. Attractive, substantive print materials have a long life in teachers' personal libraries. Print provides them an immediate experience with your project -- you hand out a guide or a pre-broadcast brochure, and they can read it without having to go online to download materials. Overall, it's a more personal medium than the Web, and an essential tool for your educational outreach manager. When she meets with people, runs workshops, or goes to conferences, she needs tangible handouts that showcase your project and encourage your target audience to explore project elements.

Print is, however, converging with other media. For example, a teacher's guide can exist in print but also on the Web, both as a PDF to download and print out or as actual Web pages that include additional content and links. A Web-based guide can link to background information or primary sources that exist on the Web site. Your print guide can drive users to your Web site by including references and URLS for Web content. For example, if your guide suggests reading an excerpt from a book or poem as part of an activity, the Web-based version can link to that excerpt so teachers and students won't have to find it in the library.

If you lack funding to print and distribute the guide, it could exist only as a PDF on your site. This will, however, make access to the guide somewhat less convenient and make it more difficult for you to follow up and evaluate.

It's also possible to distribute PDFs for the guide, together with other educational materials, in CD-ROM format.

Characteristics of print media
  • Print lacks the flexibility of Web-based elements in a number of ways. Making corrections is very expensive (i.e., you have to reprint). It takes longer because you have to factor in printing and distribution time, so you are likely to be developing content without finished shows. And the number of people you reach is limited by your print run (plus pass-along readership).

  • Most people still prefer print to the Web for reading extensive copy. Almost all teachers indicate in studies that they would prefer to receive a printed teacher's guide rather than download a PDF file from the Web. They are also more likely to hold on to a bound guide than a printout from a Web page.

  • Print allows for targeted dissemination; you can get very specific about who you want to mail to (grade, subject, location, type of school, type of community, etc.).

  • Print helps drive your target audience to other resources, such as your broadcast and Web site. You can plan a stepped approach: Send out a pre-broadcast brochure announcing the project several weeks or months before air, and follow up with a more extensive teacher's guide closer to the broadcast date.

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In this section:
>  Print

        Types of
        Print Media

        Print Production
        & Distribution

        Print Budgeting

        Print Scheduling

    Web/Interactive

    Video

    Person-to-Person
    Activities

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