Effects of Online Advertisements on Newspaper Advertisements Essay Example for Free

Effects of Online Advertisements on Newspaper Advertisements Essay Advertisements can either take the form of print advertising through newspapers, magazines, brochures, and fliers or in non-print form such as those found in television, radio, video, and internet. The key purpose of advertisements is to bring to the attention of potential customers the existence of a new product or service. A good advertisement should be able to persuade the potential customers to purchase and keep them motivated to do a certain action (Tolani, 2010). While the function of advertising has not changed from the act of influencing the decision of a potential customer, the form of advertisement has radually evolved with new advertisement media emerging. Radio advertisement emerged with the coming of radios in the 1920s. The number of people who owned radios increased to about 82% by 1940. However, television was introduced in the 1950s, and was soon a common appliance in almost all households. This resulted in the increase of television advertisement expenditure to nearly $1. 5 billion by 1960s. Outdoor advertisement can be traced back to the post World War era to the American Safety Razor Company in 1925 when it advertised a brushless shaving cream on a mega billboard (Tolani, 2010). The advent of video cassette recorders saw a new trend in advertisement during the period between the early 1980s and late 1990s. The video cassette recorders became very popular with viewers, but video advertisement met a major hitch as viewers easily fast-forwarded ONLINE AND NEWSPRINT ADVERTISEMENT 11 through advertisements while watching tapes. This compelled firms to resort to product placement in which their products were used in television shows and films. The latest media development in this field is the use of internet for advertising. There has generally been an increase in computer ownership and the use of internet has rapidly grown. It might not be easy to predict the advertisement media that will be widely used in the future. However, it is an open fact that advertisements will continue to improve and strive to become more useful to businesses and to the consumer (Tolani, 2010). Entrepreneurs and business managers are faced with the challenge of making a choice for an advertising media on a daily basis. This is because the success of their establishments greatly depends on the ability of the entrepreneurs and managers to create product and service awareness, build their firm’s image and reputation, and generate sales leads and revenues. These efforts can only be realized by the use of newspaper and magazine advertisements, radio advertisements, television advertisements, outdoor advertising, web advertising, among many other advertising media. What will determine the final medium choice may vary from one business to another and the various factors that are in play toward meeting the specific business objectives (Patsula Media, 2007). Irrespective of the medium of advertisement that a business chooses to use for its products and services, it is important to note that both the print advertising and online advertising are highly necessary, given that the approaches toward both, the purposes, and even the audiences are very different. It is not very advisable to consider one of these media as more effective that the other on mere basis of seasonal variance because either may overtake the other at some give time. A good number of people also have access to both sources and this makes it ONLINE AND NEWSPRINT ADVERTISEMENT 12 mportant for entrepreneurs and business managers to give due consideration to both (Web Windows, 2010). Thesis Statement Given the increased growth of information that is available over the internet and the subsequent increase in the number of people who tend to spend more time on the internet, companies are turning to advertise their goods and service online so as to capture this newly generated m arket. Emphasis has thus shifted to the possible effects that this emerging trend of online advertisement may have on newsprint advertisement, both in popularity and advertisement revenue. Statement of the Problem Advertisement plays a very important function in the trading processes as it is the only means through which a business can bring to the attention of the consumers about their products, introduce a new product in the market or promote the sales of an existing product or service. All these are core activities—without which, a business setup cannot effectively compete for customers in the already-crowded market. Though there are numerous media through which a business may place its advertisements, the most commonly used medium is the newspaper because of its wide readership and circulation. With the advent and advancement of technology, newspaper publishers have embraced information technology to an extent of presenting their publications both as newsprint and online versions. This advancement means that entrepreneurs have the option of choosing which version of a newspaper through which to place their advertisements. This will mainly be determined by an entrepreneur’s own evaluation of the medium that will best suit the business needs. Lately, there ONLINE AND NEWSPRINT ADVERTISEMENT 13 as been growing debate about the popularity of online newspaper and newsprint. This debate cannot escape the attention of entrepreneurs who significantly rely on these news media for their advertisements. There is general consensus that online versions of newspapers are gaining popularity among readers worldwide. Could this increasing popularity and, to some extent, translate into increased preference by entrepreneurs to place their advertisements online instead of the newsprint version of newspapers? Background of the Problem Given the central role which newspapers play in the advertisement of goods and services by businesses, it is only important that entrepreneurs give special attention and critical evaluation on the volume of readership and scope of circulation of both the online version and newsprint version of newspapers. This would mean that new considerations are factored in when making a choice for advertisement media by business contrary to previous emphasis that focused only on readership and circulation. Ability to access n advertisement by potential customers is a major concern that attracts heated boardroom debates in companies, particularly due to intense competition for the crowded market. The significance of an advertisement media with regard to scope of outreach means that both entrepreneurs and advertisement agencies have a responsibility to adopt the use of advertisement media capable of optimizing market outreach for a product or service. Key aspects for consideration with regard to ch oice of advertisement media are mainly in areas of target audience and access. These entail considerations of readership and circulation which would ensure that an advertisement reaches the highest number of target audience within the shortest duration possible and draws attention in the most appropriate way. ONLINE AND NEWSPRINT ADVERTISEMENT 14 While many entrepreneurs are coming up with several measures of ensuring they significantly save on advertisement costs for their products and services, advertising agencies are of the opinion that optimizing market outreach can best be achieved by choosing a media with huge readership and wide circulation. Key areas suggested by advertisement experts include impact and ability to attract attention among other advertisements. When due consideration is given to these two aspects, an advertisement media will be able to achieve market outreach by approximately 70%, which is equivalent to nearly 5% of the total product market in a crowded environment. It is generally agreed that upgrading of newspapers to online versions can help to significantly improve their readership and accessibility, translating to wider market outreach for online advertisements. Such advancement in technology has for long been credited as significant part of increasing readership, expanding circulation, and making lasting impact in advertisement. The most remarkable gain for online advertisement can be attributed to the increase in number of people owning computers and therefore spending a lot of time on the internet unlike the numbers of people buying newsprint and the time they spend reading it. Justification for the Study Effects of online advertisement toward newsprint advertisement are a welcome topic at this time when there is growing concern that newsprint advertisement is becoming less and less effective in an environment where consumers are increasingly getting their information online and from other non-traditional sources. This belief has also drawn a lot of objection from newspaper advertisement sales agent who insist that newsprint advertising is more effective than online advertising. To them, newsprint advertising is tangible, making it possible for a potential ONLINE AND NEWSPRINT ADVERTISEMENT 15 customer to clip it out, hold in the hand and carry to the store unlike online advertisements, which is only visual. Though online advertisement can cost a business slightly more, it is becoming more popular with consumers and can thus not be simply brushed off. This calls for a strategy that will ensure that this advertisement medium is embraced without jeopardizing the profits of a business. Deficiencies in the evidence The choice of an advertisement media that an entrepreneur or a business opts to use for its products or services are mainly determined by size of business and the target audience— whether they are other businesses, youth, elderly, men or women. The access to an advertisement by these groups of persons is quite varied as all of them have their own preferences of media choices. The youth may be found of internet while the elderly may be accustomed to newsprint. While online advertising may make a big impact among the youth, it may not necessarily do the same with the elderly or housewives. The size of a business will also play a big role in the choice of advertising media. For example, small businesses may not have all the money to invest in certain media which are considered expensive and are therefore a preserve for big businesses. Advertising is an expensive venture and may not be appealing or affordable to all entrepreneurs. This means that the choice of a media may not necessarily be determined by its effectiveness but rather by the investment capacity of any given entrepreneur. Evidence obtained for this study will thus be influenced to a greater extent by individual entrepreneur considerations and not necessarily by the popularity of any given media. ONLINE AND NEWSPRINT ADVERTISEMENT 16 Definition of Terms Advertising Media: refers to means by which an advertising message is carried to potential customers and includes television, radio, internet, magazines, newspaper, and signage Online Advertising: refers to advertising that is done over the internet Newsprint Advertising: refers to placing advertisements on a newspaper Purpose of the Study The purpose of studying effects of online advertisement toward newsprint advertisement is to: 1. Ensure that entrepreneurs are provided with ample information regarding the various advertisement media to enable them make informed choices 2. Ensure that myths revolving effectiveness of either newsprint advertisement or online advertisement are eliminated and substituted with live statistics 3. Ensure that advertisement agencies are able to adjust their media in a manner that will enable businesses reach their target audience in the most effective way and at the least cost possible 4. Ensure that recommendations are made that would help entrepreneurs make a choice on the most effective media for their advertisements. This study is significant because it would help in ensuring that useful information is made available to help entrepreneurs with their advertisement decisions, particularly those focusing on newsprint and online advertisements. It will also ensure that advancements in technology are ONLINE AND NEWSPRINT ADVERTISEMENT 17 embraced and advertising services evolve to best meet the opportunities and challenges of the future with regard to market outreach. Hypotheses The following hypotheses were tested in this study: 1. H01: Advertising plays a central role in business success. HA1: Advertising does not play a central role in the success of a business. 2. H02: Most businesses advertise on newsprint media. HA2: Most businesses do not advertise on newsprint media. 3. H03: Most entrepreneurs prefer to use online advertisements for their products. HA3: Most entrepreneurs do not prefer to use online advertisement for their products. 4. H04: Newsprint advertising is more effective that online advertising. HA4: Newsprint advertising is less effective than online advertising. 5. H05: Online advertising is the future of product advertisement. HA5: Online advertising is not the future of product advertisement. Summary The shift in focus by entrepreneurs and businesses to put more attention on online advertisement instead on the traditional advertisement media is broadly seen as one of the main steps toward technological revolution of the advertising industry. This would go a long way in realizing wider market outreach and increased sales for businesses and publishers who embrace the internet for their publications. This, in essence, would mean increased readership for online version of newspapers, translating into bigger profit margins. ONLINE AND NEWSPRINT ADVERTISEMENT 18 This study has been designed to explore various modes of newspapers as major advertisement media which can be used by entrepreneurs and businesses to advertise their products and services. Special focus has been given to Star Newsprint and Star Online, which are Malaysia’s leading English publications. Chapter two of this work is an extensive literature review on matters relating to online and newsprint publications as well as online and newsprint advertisement. Chapter three is an outline of data collection and treatment while chapters four and five respectively present findings and discussions. Chapter six outlines major conclusions and recommendations. ONLINE AND NEWSPRINT ADVERTISEMENT 19 CHAPTER 2: LITERATURE REVIEW Introduction Newspapers have conventionally played a very significant role in the advertisement of goods and services. This has been mainly attributed to their wide readership and circulation since they can be easily obtained, from the nearest street vendor to the biggest shopping mall in the biggest city. The readership of newspapers also cut across all ages, sexes, and social classes as they normally publish articles that would be useful to all these category of persons in one way or the other,. Newspapers have for long dominated the advertisement scene due to the low costs involved as compared to other advertisement media. Newspaper comes either as newsprint or online. Newspaper publishers have lately resorted to the two kinds of publication to meet the various demands of different readers (Mutter, 2010). The introduction of online version of newspaper has seen a significant drop in the readership of the print newspaper, and this trend is projected to continue into the future. This scenario which is almost inevitable and probably irreversible is generating big concern on the future of printed newspaper as well as newsprint advertisement. The printing of newspaper remains very important for publishers since it is responsible for the biggest volume of revenue for publishers, contributing nearly 90% of the total revenue for a newspaper company. Analyst are quick to point that any attempt to rid of print newspaper would simply through publication companies out of business since the advertising revenue will almost drop to 5%, if not zero (Mutter, 2010). However, the continued survival of print newspaper will to a great extent be determined by consumer demands, good state of an economy, and the interest of marketers to use newsprint ONLINE AND NEWSPRINT ADVERTISEMENT 20 advertising. It is predicted that with the diminishing economic prospects declining advertising revenue, there is a high possibility of a major drop in consumer demand for print newspapers. This is based on the fact that close to half of print newspaper readers are aged population who are statistically likely to pass out with time. The younger population is not found of print newspapers, and this habit will probably accompany them to old age. Unless this readership habit of the younger population changes, it is quite evident that the print newspaper readership will continue to shrink as the aged population slowly makes their exit, leaving the younger population that has already formed a habit of not reading the print newspaper (Mutter, 2010). Evaluation of Print Newspaper Print newspaper has conventionally been associated with a number of advantages, which have probably made it very popular. It is generally agreed that print newspapers have loyal readership, which makes it a powerful advertising tool as compared to internet. Print newspaper is considered very effective when a particular geographic area is being targeted; for example, when you want to notify people of about a forthcoming sporting event. For those who have information to convey, print newspaper is more flexible in terms of space as one is able to determine the size that would best suit his/her needs. Certain print newspapers enjoy many loyal fans, thus increasing their readership (Lad, 2009). On the other hand, print newspapers have certain disadvantages. Print newspaper generally has limited lifespan, meaning they are only available to the public for a single day after which they are withdrawn from sale. Print newspaper may not give a wide reach as compared with internet that has a global audience. Print newspapers have the limitation in terms of the ONLINE AND NEWSPRINT ADVERTISEMENT 21 audience who may actually read it, and certain copies may actually not be available on demand at all times (Lad, 2009). Evaluation of Online Newspaper Online newspapers tend to offer information to the reader much more quickly as compared to the print version. The online version is always available on the internet before the print version is on the streets. Online publications can normally be updated several times in a day with the latest news and happenings. Moreover, while print version is purchased, online newspapers are accessed free of charge. This makes it possible for a reader to use a wide spectrum of newspapers possible. Online versions enable users to make use of links to divide large units of information into more easily digestible portions, and to search information in the newspaper is also automated. Readers of online versions are able to archive articles on the computer, contact editors via e-mail, and use interactive games (Lad, 2009). The disadvantages attributed to online versions included the fact that they do not give detailed reports on all the subjects and tend to omit several sections found in the print version. This limits information available to the online reader. Reading from a computer does not convey the traditional experience of reading a newspaper, which is a key characteristic of print newspaper. During peak times when several users are scrambling to access news, the download times are very long. Online newspapers are characterized by so many links which are quite confusing instead of being useful, particularly the amount of research necessary and the need to constantly check the link address. One gets tired looking at the computer screen and it may take time to get used to them (Lad, 2009). ONLINE AND NEWSPRINT ADVERTISEMENT 22 Case Study: Star Online and Star Newspaper The Star is one of the leading English language newspapers in Malaysia. The statistics issued from the Audit Bureau of Circulation indicate that the print version of this newspaper has a daily circulation of nearly 950,000 copies while the Sunday Star records a readership of nearly 850,000. The publication is mainly owned by the Malaysian Chinese Association. The main competitors of this publication are The Sun and the New Straits Times, which are also published in English. The Star newspaper traces its history back in 1971, when it was first published as a regional newspaper in Georgetown. By 1976, the newspaper had gained national circulation in Malaysia, and established its headquarters at the country’s capital, Kuala Lumpur. The growth in business saw the company relocate to Petaling Jaya, where it is currently based (Star Publication, 2009). The company’s print newspapers, The Star Daily and The Sunday Star are published in five different editions. Two of the editions cover the northern eninsular states of Penang, Kedah, Perlis, Kelantan, and Perak. Two other editions cover the larger country. The Star Daily is divided into sections consisting of the Main Paper, StarBiz, StarTwo, Star Metro, and classified section. The features of the Main Paper are predominantly local and international news. The StarBiz is mainly concerned with trade and reports on market trends, financial reports, and stock market updates. On the other hand, Star Tw o mainly feature articles on entertainment, environment, science, lifestyle, and fashion among several others. Lastly, the content of Star Metro is varied and tends to focus more on the area of circulation (Star Publication, 2009). The continued demand by the publication’s readers saw the emergence of The Star Online, which is an internet version of The Star newspaper. This was in response to the persistent ONLINE AND NEWSPRINT ADVERTISEMENT 23 demand for an online version of the newspaper, and it finally made entry into the market in 2005. The company prides its strengths as a newspaper on the cornerstones of internet and media ventures. The Star Online and its many components are produced, managed, developed, and contributed to by the Star Division, The Star Online and Multimedia Newsdesk teams of The Star’s Editorial Department (Star Publication, 2009). Newsprint Advertisement Advertisement can be traced to the emergence of trading activities from very early days as evidenced by archeological artifacts drawn from different parts of the world. With the invention of the printing press in 1440 by Johannes Gutenberg who was a German Goldsmith, merchants were able to duplicate advertisements for their wares. By the late 19th and early 20th centuries, newsprint advertising had become the primary means for companies to communicate their sales and promotions to the consumers. This was mainly through media such as newspapers, magazines, fliers, posters, and billboards (Walker, 2010). Following the invention of printing press, advertisements became a common place in weekly newspapers and periodical journals. The items, which were mainly featured in such advertisements, included new machines, other print publications or reported the discoveries and inventions of the enlightenment era. The first newsprint to offer advertising space for sale was the French publication La Presse in 1836. This saw this newsprint being sold more cheaply, hence recorded increased readership and profitability. This move inspired other newspapers and magazines across the world to follow suit in this commercial strategy. In the contemporary newsprint, advertising designers are able to visualize highly creative commercials through digital image manipulation in order to make the biggest market impact (Walker, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 24 Newsprints still remain key advertisement medium for every business to such a point that it is hard to imagine doing business without advertising in a newspaper or a magazine. This is particularly important for small businesses that can hardly afford other media of advertisement. Paid-circulation newspapers have for long dominated the mass media market for advertisement as reflected in advertisement sales volumes. Newspapers are very popular with both multinational businesses and small-scale dealers. This is probably due to the fact that businesses come in three distinct forms namely local, regional, and national newspapers each targeting different audience according to its scope of circulation (Patsula Media, 2007). Advantages There are a number of advantages that print newspaper advertisements have over online advertisements. Print newspapers have very wide circulation as almost every home in the city subscribed to daily access of a printed newspaper. Where the advertisement is intended to reach audience only in a particular geographical region, print newspaper readily permits this. The printed advertisement benefits from both permanence and desired obsolescence. This means that a reader is able to refer back or even cut out a particular advert. Print newspapers have a predictable frequency of publication, either on daily or weekly basis, making it possible for advertisers to target days of wider readership for their adverts (Brassil, 2010). The immediacy that print newspapers have makes it possible for urgent advertisements to be responded fast, thereby producing urgent results. When deadlines are short, it permits quick responses to changing market conditions. Readers are already accustomed themselves to getting advertisements on print newspapers to an extent that a good number buys print newspapers just to read advertisements. At the same time, print newspaper reading has nearly become a habit for ONLINE AND NEWSPRINT ADVERTISEMENT 25 most people. Specific sector adverts can be very easily placed on the various sections of print newspaper such as sports, news, and classifieds to ensure the target is directly hit (Brassil, 2010). Print newspapers give advertisers a lot of flexibility both in size and placement. This means that production changes can be easily responded to whenever the need arises. Advertisements that are placed on print newspapers can be examined at leisure since the exposure is not limited, thus readers are able to take their time going through the message. Since placement on print newspaper can be tailored to a size that suits the budget of the advertiser, it is possible even for small businesses to place their small adverts at low costs. Print newspapers offer wide options to advertisers whether place their advertisements as copy only, copy with graphics, colored, or black and white. Finally, print newspapers features supplements which readers can easily pull out and save (Brassil, 2010). Disadvantages Advertising on print newspaper has not escaped its own set of shortcomings. Because of the large number of advertisements which are featured on the newspaper, any particular advertisement must compete for reader’s attention. This means that readers who only spend a few minutes reading the print newspaper may fail to capture the advertisement. At the same time, there is hardly a guarantee that everybody who reads the print newspaper will read the advertisements placed in it. This is because a print newspaper has several sections and not all readers read every section of the newspaper. The short lifespan, normally daily, that newspapers have forces advertisers to insert multiple advertisements even for a whole week so as to reach a good number of readers. This may be expensive particularly for small businesses (Brassil, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 26 Online Advertisement The revolution in information and communication technology has come with both opportunities and risks for the business community, particularly from the point of view of the traditionally-established media. Internet as a form of computer aided communication is equally unsure for the print media. The technical potential in advertisement that online newspaper offers surpasses that of the printed newspaper in several ways. Online newspaper is interactive multimedia for providing internal and external networks, while offering a selection of functions, possibility for regular updates, access to archives, rapid access to large number of newspapers, and being paperless, thus ensuring there is no problem of waste disposal (Neuberger, Tonnemacher, Bibl Duck, 1998). Advantages The economic constraints that businesses face on everyday basis often leave enterprises with very little money to spare on advertising. This is more common among the small businesses who often find themselves light in the pocket. It is therefore important to opt for an advertisement medium that give optimum output and minimal costs. Online advertisement is generally seen to be complacent in this line than the traditional newsprint advertisement. When online advertisements are on a pay-per-click basis, an entrepreneur only pays when a potential customer clicks on the advert and ends up on the entrepreneur’s website. This ensures that businesses only pay for leads that end up in their website as opposed to mass messages in the print newspaper that may or may not reach the target audience. There is therefore maximum return on investment for a business using online advertisement (Rogers, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 27 Online advertisement also works very quickly given the fact that the day that one gets started is the same day that results manifest. There is basically neither waiting period nor long startup process. Once an entrepreneur is ready to get started, he/she can very easily launch a successful advertisement promotion on a number of channels. This tends to produce quick results and the campaign can also be maintained for a longer period of time unlike print newspapers which have daily lifespan. Online advertisement enables businesses to target their markets more efficiently than print newspapers. This can be achieved through the use of social networks that an entrepreneur considers relevant to the campaign. Once these social networks are identified, a business can dig very deeply into their niche, enabling them to produce the maximum results with very little investment (Rogers, 2010). Advertising online has the advantage of giving elaborate and thorough statistics that enables a business to tweak and optimize their campaigns to the maximum. This is a total deviation from newsprint advertising when one can do very little to track the success of one campaign as compared to another. Online advertising avails quite a number of information just at a mouse click. With online advertising, an entrepreneur is able to monitor the number of people who visits the business website, where they come from, what they did once they were there, and many other details. Online advertisement also allows full control and analysis since one is able to manage how many times to show up in the search engines, thus make it possible to gain huge returns for the business (Rogers, 2010). Disadvantages One key disadvantage that is associated with online advertisement relates to advertising overload as there is incredible amount of clutter on most web pages. This arises from the fact that ONLINE AND NEWSPRINT ADVERTISEMENT every advertiser tries to draw the attention of web viewers, making readers have access to too much information which they can hardly digest. Under these circumstances, the web viewers normally choose to ignore the advertisements and this will lead to low rates of return. Also, online advertisement is still a new concept for many advertisement agencies, which simply cannot tell just yet which advertising method works best (Rogers, 2010). 28 ONLINE AND NEWSPRINT ADVERTISEMENT 29 CHAPTER 3: METHODOLOGY Introduction In research undertaking, the methodology section is one of the crucial areas to be tackled in a proposal document because it forms the basis of the results of research findings. A research can be faced with big challenges due to wrong choice of method used. To avoid this, good planning of the method is essential and in order to get reliable results. The issue of reliability establishes that a research should have the ability to show consistency in the results even after a study is repeatedly done by different researchers. Reliability in research study can also be enhanced through good structure of the methodology. When the correct data collection methods are used, proportional samples are collected, and the correct method of analysis is used, a research can achieve validity. Since this thesis is inductive in nature, it prompted the application of a qualitative methodology. This means that the views of newspaper publishers and advertisement experts have been given a lot of weight. This was done by administering both physical and online questionnaires as well as conducting in-depth interviews—each lasting nearly 45 minutes. Those interviewed had to be newspaper publishers, advertisement agencies, and general newspaper readers in Malaysia who have been in the sector for the last five years. Moreover, at the time of the interview, they were actively engaged in related media and general businesses. This ensured very rich data was gathered from persons with a wealth of experience. Data Collection Methods The key purpose of data collection was to ensure that a rich set of description was obtained. To achieve this, the interviews were transcribed in real time by the interviewer. The ONLINE AND NEWSPRINT ADVERTISEMENT 30 responses were then reduced and analyzed by adopting principles of data codification and clustering (Miles Huberman, 1994). This was supplemented by administration of questionnaires as well as comprehensive review of relevant literature. Sources The data gathered for this research is from a wide range of documentary sources relating to newspapers as advertisement medium in general as well as those specifically relating to print newspaper and online newspaper giving special emphasis to The Star Publications. These mainly included policy documents and academic and the non-academic documents. First, journals on newspaper advertisements were searched. Second, electronic databases were searched using key words like ‘newsprint advertisement’, ‘online advertisement’ ‘real The Star newspaper’ and ‘effects of online advertisement on newsprint advertisement. ’ Literature review included both conceptual and empirical works, with about 15 articles reviewed for this study. Interviews The interviews dwelt on the following areas: ? The considerations when choosing advertisement media ? The relationship between newspaper readership and circulation and advertisement impact ? The means of promoting advertisement on both print newspaper and online newspaper so as to enable business reap maximum benefits from these advertisement media ? What the future holds for print newspapers and online newspapers, with emphasis on The Star Daily and The Star Online. ONLINE AND NEWSPRINT ADVERTISEMENT 31 Questionnaires A questionnaire survey of the newspaper publication sector was conducted to understand the aspects of print newspaper and online newspaper advertisements in Malaysia. The survey was explanatory in nature as the objective was to gain insight on the effects of online advertisement on newsprint advertisement. The questionnaire was administered to nearly 100 Malaysia entrepreneurs, 100 Star Publication readers, and over 100 advertisement experts. The set sent to the entrepreneurs and advertisement experts included a cover letter, which explains the purpose and need for the study, the questionnaire document, and a prepaid reply envelope. Letters reminding the respondents of the questionnaires were later sent to those who had not responded within the three weeks duration. Case Study This thesis involves classical use of case studies to gain a deeper insight through the application of a set of ideas. A multiple case study approach helps in developing a theory which is better grounded, more accurate, and more generalized (Eisenhardt Graebner, 2007). Case studies are introduced to test the possible effects that advertising in online newspapers could have on advertising on print newspapers, and the users’ adoption of one over the other. The use of case study is important in practical testing of theories with practitioners in real life situation. The case study organizations are selected based on the idea of theoretical sampling. This is because when it comes to building a theory, theoretical sampling tends to be preferred as compared to generalized concept found in statistical studies. This means that the cases are chosen for theoretical and not for statistical reasons (Schroeder, Linderman, Liedtke Choo, 2008). An analysis has been developed on how the use of online advertisement is steadily gaining popularity among entrepreneurs in Malaysia, and particularly the use of The Star Online. ONLINE AND NEWSPRINT ADVERTISEMENT 32 Survey Analysis From the nearly 100 questionnaires that were mailed to entrepreneurs, 85 were returned. This represented an 85% response to the questionnaires. However, those that contained usable data were only 70, thus a satisfactory response rate can be said to have been reasonably attained. From the 100 questionnaires administered to advertisement experts, 80 were duly completed and handed over. From these about 74 contained usable data representing nearly 80% response rate which can be considered satisfactory. Ninety-five out of the 100 readers of both versions of The Star duly responded to the questionnaires and all had useful data. Chart 1 Treatment of Data In research, the data collected need to be synthesized in order to make sense with regard to what is being studied. The data from the questionnaires in this research were analyzed extensively to retrieve the information contained in them (Zikmund, 2003). The triangulation method for data analysis and interpretation was used to interpret the data collected, basing arguments on grounded theory (Dick, 2000; Knafl Breitmayer, 1991). In addition, the information obtained from the case study were analyzed individually and thereafter, a comparison was made between the different data sources. ONLINE AND NEWSPRINT ADVERTISEMENT 33 Research Limitations The main limitation that may be pointed out in this research is the use of a single case study. However, it is also true that online advertisement is still a recent concept that has not gained much popularity among entrepreneurs. At the same time, the single case approach has weight in the sense that it allows the achievement of a comprehensive analysis. Some of the information have also not been validated through multiple case analyses so as to provide a solid and practical basis for understanding the effects of online advertisement on newsprint advertisement. Rigor, Validity, Reliability, and Ethics The four categories of quality management in research were highly considered. These include validity, reliability, ethics, and rigor (Zikmund, 2003). Reliability of a research is its ability to demonstrate consistency in results; this was achieved through the control of sample by stratifying the population to get a more representative sample. On the other hand, validity is the ability of a scale to measure what it is intended to measure but not going beyond the topic of the study. The triangulation method was used to control this aspect in the thesis. Ethics involves adherence to the norms accepted in gathering of information and this has been ensured by providing secrecy on the information collected from the entrepreneurs. Lastly, the rigor of the research was directed toward efficient sample size in a critical facet in any investigation. The main purpose that a researcher utilizes a sample is to reduce the charges and to collect important data faster (Zikmund, 2003). ONLINE AND NEWSPRINT ADVERTISEMENT Human Rights Protection The people who were interviewed were assured of their confidentiality. In addition, the information gathered ensures the people’s privacy. The entrepreneurs and their businesses will have their rights protected. Research Schedule/Timeline This research took a period of eight weeks. This is considered an ideal timeframe given the busy schedule of some of the subjects who were to be interviewed and have granted appointments at later dates. A detailed summary of the work plan for the research has been tabulated below: Table 1: Work Plan Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Research proposal Preliminary literature review search Literature review and writing Interviews Case study collection Interview editing, coding and interpretation Report interpretation Report writing and presentation 34 ONLINE AND NEWSPRINT ADVERTISEMENT 35 CHAPTER 4: RESULTS Research findings indicate that The Star Online is not yet well explored as regularly as The Star Daily print version. According to the survey, only 41% of the users of The Star Online read it daily, as opposed to the 60% who read The Daily Star daily. Chart 2 Seventy percent read The Star Online edition several times a week, while 80% read The Star Daily several times a week. Only 5% of online users say they never read a print version. Online newspapers are read less frequently and also for shorter periods than printed newspapers. Four out of five users (81%) spend less than an hour reading The Star Online on days when they read it. Only 35% of print readers spend such a short time on it. About one-third of the readers of both The Star Online and The Star Daily were unwilling to pin themselves down to a particular time of day for reading the paper. One in four (25%) said they read The Star Daily between 5 and 9 a. m. The main time for reading The Star Online is around 6 p. m. (38%)—this is the time preferred by users of the online edition, which can be read ONLINE AND NEWSPRINT ADVERTISEMENT 36 on the evening before the printed version appears or which are updated several times in the course of the day. In The Star Online version, the classic sections of the newspaper are the most frequently used. The section Local News is also highly popular. One in three readers of the online version uses the archive frequently (32%) and only about one-third of users did not read the small ads (37%). Items with entertainment value or with feedback possibilities were not very popular. Clear differences emerged between the different kinds of versions, and this only shows that preferences are transferred from the print media to their online equivalents. Proof of this is the strong interest in Local/Regional Affairs of Internet users of local and regional newspapers or the importance attached to up-to-date information on politics and business matters. A number of questions dealt with the comparison of the information content of The Star Online compared with The Star Daily. Compared with the print version, the online newspaper was rated 45% of the respondents as providing more expanse of information, while only 30% voted in favor of the print version on this criterion; 20% rated both versions on this count. The smaller size of The Star Online compared with The Star Daily may be the reason that the print newspaper was rated by considerably more respondents as providing greater scope of information. Chart 3 ONLINE AND NEWSPRINT ADVERTISEMENT 37 Regarding finding information in the paper, the position is more positive for The Star Online: 50% of users stated that they could find their way around just as well as in The Star Daily, while 20% were able to find their way around the online version better. With regard to entertainment value, 40% of users found The Star Online just as good as print version, 35% of users rated print version better and 27% favored online version. What about reader loyalty? About 65% would have chosen The Star Daily and just fewer than 30% would have preferred The Star Online, if only one of the versions had been available. The decision in favor of the print version was based on its portability, while the advantages of the online version were seen as being its accessibility from outside the normal circulation area and the avoidance of unwanted paper. The main advantage, however, in the eyes of the respondents was that online newspapers are normally provided free of charge. It is therefore not surprising that only 35% of users would be prepared to accept a charge. Out of these, 80% stated that they would only be willing to pay for online newspapers if they were cheaper than print newspapers. Only 1% of those users willing to accept a charge could imagine paying more for online newspapers. Apparently, then, users are not willing to pay for the advantages of online newspapers. ONLINE AND NEWSPRINT ADVERTISEMENT 38 CHAPTER 5: DISCUSSION The case study of Star Publications shows that online newspaper users base their activities and/or expectations on the print newspaper and use or design their product accordingly. The online user knows what to expect of a site as the online version retains the name of the printed version, use a similar layout, and similar contents. Moreover, the positive image of a paper can be transferred to the internet. On the other hand, too strong orientation toward the printed original could mean that the possibilities offered by internet technology are not fully exploited—that copy is simply lifted from the printed version. Given such trends toward the future consumption of newspapers, it is clear that online newspapers are steadily taking over the readership of print newspapers. This has the potential of influencing the choices of advertisement media, which entrepreneurs will be making regarding print newspapers or online newspapers. The concern for newspaper publishers would be about the timeframe for which their print newspaper audience would be big enough to justify such huge investment toward publication and distribution of print newspapers. Similar concern would be to entrepreneurs and businesses which still rely heavily on print newspaper for their advertisements. Are they likely to continue using print newspapers for their advertisements or the trend would most likely shift toward online newspapers? The introduction of charges for use seems scarcely possible—at least not as long as the same or similar information is available on the Internet free of charge. The doubts of the advertising industry may evaporate as the Internet becomes increasingly widespread and commonly used (Mutter, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 39 CHAPTER 6: CONCLUSION AND RECOMMENDATIONS Major Conclusions It would be quite wrong and misleading to rule out the future of print newspapers as advertising media just because of the increased use of online advertising. The reality is that paid circulation newspapers like The Star and Sunday Star still remain very popular advertising media for both local and international businesses. Print newspapers are the most aged forms of mass media, and will thus continue to be dominant in this field, recording big volumes of advertising revenue. Multinationals and local convenience store will continue to depend on print newspapers for their advertisements. Print newspapers are found in each and every community worldwide and readers are very fond of them (Brassil, 2010). Both online and newsprint advertisement have their characteristics which show strong and weak points. This explains why despite the perceived decline in readership of print newspapers, a scan through a print newspaper will reveal a number of businesses that continue to place their advertisements on daily basis. The continued presence of advertisements on newsprint clearly indicates that it still works as a very effective advertisement medium. Although printed newspaper no longer enjoys exclusive monopoly as the predominant source of news, it is clear that they still remain a strong factor in their specific sphere of influence, and online advertisement is not about to edge it out (Brassil, 2010) Recommendations 1. Entrepreneurs should highly consider using both print and online newspapers for their advertisements since both have reasonable number of loyal readers. ONLINE AND NEWSPRINT ADVERTISEMENT 2. When placing advertisements on online newspapers, designers should avoid putting a lot of emphasis on feedbacks since readers rarely give them attention. 3. Advertisements on both versions of newspapers should be critically placed on segments that are frequented by readers so as to attract their attention with ease. 4. Links placed on online newspapers should be more easy to use so that readers can easily navigate through the paper. 5. Most advertisements that target younger persons should be preferably placed on online newspapers while those targeting older people should be placed on print versions.

Organizational Structure Essay Example for Free

Organizational Structure Essay This research focuses on the job satisfaction level of employees at Emirates Technical Thermal Systems (ETTS), a construction company based in the United Arab Emirates (UAE). The data collected was examined in relation to the existing organizational structure within the business, which is primarily a hierarchal one. The study includes information collected from three employee levels at ETTS, which include management, employees, and laborers. The relationship between position in the work organization and job satisfaction for every level of the hierarchal distribution has been studied carefully; both primary and secondary research has been conducted in order to best indicate where the problems lie, and the best ways of improving the current situations. The outcome and findings from this research have indicated a clear imbalance across the current structure of the company. Job satisfaction is high amongst management, and consistently decreases at the lower levels of the employee ladder. Job satisfaction plays an important role in the overall productivity of any given industry. Given the growing concern within ETTS regarding the aspect of performance, quality of work, and workforce issues, little attention has been paid to workers at the lower levels of the organization hierarchy. Introduction: There are many aspects of an organization and job role which come into play when analyzing the contributing factors to job satisfaction. In this research paper, a focus was placed on company structure, and the contribution of hierarchal distribution in an organization to job satisfaction. Research Aims and Objectives: The aim of the research was measuring job satisfaction, in all its aspects, across the various segments within the organizational structure, in order to gain better understanding of where the gaps lie, the factors contributing to dissatisfaction, and the best ways of reconciling the issues. The reason why ETTS was selected is due to perceived issues in the organization in regards to communication and harmony across the various levels within its hierarchy, and perceived job dissatisfaction in lower levels. In conducting the research, job satisfaction at ETTS was examined, and primary research was segmented to include sample groups from every level of the organizational structures hierarchy. Key Variables The research paper will analyze the issue by discussing the dependent variable (Job Satisfaction) in relation to the contributing independent variable (Organizational Structure). Job satisfaction will be measured by discussing contributory aspects, including employee engagement, job involvement, organizational commitment and perceived organizational support. The levels which were examined in relation to the organizational structure are: management, employees and laborers. Company Background: ETTS is a company specialized in electro-mechanical contracting. The company offers a full range of services related to all types of heating, ventilating, air conditioning, refrigeration, electrical and plumbing systems. The company was established in 1995, and has a definitive hierarchal structure. As detailed in the company’s profile and stated hereunder: Management: The board of directors of the company, general manager, operations manager and managers of all departments, branches and projects form the core management group. Employees: Personnel who conduct various tasks in different disciplines and report to the above-mentioned managers. Labor force: Consists of the manpower that carries out physically demanding work at construction sites. Hence, a definitive hierarchal structure is in place. At the top of the pyramid are those holding management positions, followed by employees, and finally laborers. Report Structure This report will primarily delve into the literature review, which will detail the findings from secondary research on the topic of structure in relation to job satisfaction. A thorough description of the primary research findings will follow, in order to give an insight on issues that exist at ETTS, and a comparison of these, and previous findings from secondary sources, on the issue will be made. Next, a detailed conclusion based on the findings of the research will be discussed. Recommendations will be given in order to map the best ways of dealing with the existing issues within the organization. Methodology: The research methodology required gathering relevant data from both primary and secondary sources in order to analyze the material and arrive at a more complete understanding of the effect of organizational hierarchy at ETTS on overall employee job satisfaction as illustrated below. Secondary Data The bulk of the secondary data used to conduct this research was collected from the UOW online database. A Total of nine scholarly research articles were derived from the university library database, adding to three which were obtained from the internet. One example of the articles used was published in the African Journal of Business Management in 2009 and is titled â€Å"Job satisfaction: Does rank make a difference?† by S. Z. Eyupoglu and T. Saner. This study was used to relate job satisfaction to employee ranking. Another example is research which was published in the Career development international journal in 2010 titled â€Å"Impact of career plateau and supervisory support on career satisfaction† by V. Wickramasinghe and M. Jayaweera. This research was examined to reflect the effect of supervisory support on the overall job satisfaction. Besides the scholarly research articles listed in the reference section, the textbook â€Å"Organizational Behavior† 15 th edition by S. Robbins and T. Judge was utilized as a general guide.

My Conversation With Death :: essays research papers

He did not steal into my room like a common thief, though that was his nature. He was sitting there as if he was always there, taking little heed to his surroundings. His presence in the room was an assault to my sense of security, yet his smile never portrayed this intention. Like a child he did not really comprehend the repercussions of his actions. His physical features, clothing, even his demeanor was one of neutrality. This left me with the feeling that no matter what type of surroundings he was placed into he would blend in.   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"I have often wondered why people fear me so.† He spoke softly breaking the silence. â€Å"We rejoice the beginning of ones lives with celebration, yet on the same hand mourn there passing, and by doing so we lose sight of all of their accomplishments. If a person has lived his life honestly, successfully or even completely, should not the correct response to his death be a smile? Why do people find the need to focus on the negative aspect of death? Death is an unavoidable aspect of life, and no matter how much you wish, it will never go away. Do we ponder why the sun will rise every morning? The answer to this is no because you have accepted it as a necessary reality of life. I say treat death in the same manner, do not pay it any heed and focus on the living of life not the dying.†   Ã‚  Ã‚  Ã‚  Ã‚  I admitted to myself that his words did have a ring of truth to them. I was now forced to consider what it was about death that I feared so. I responded with â€Å"It is not the aspect of dying that we morn but rather that of a loss. We do not cry over the memories we have with the deceased but rather those that we cannot have with them. We can no longer enjoy the comfort of their presence, spend time with them, laugh with them, or cry with them. They are gone, and by their passing, we are forced to remember who and what we are. No matter how many advances we make in life we cannot avoid the fact that we are mortals. Just as we were brought into this world we must one day leave it too. We cannot overlook the negative aspect of death for it is a constant reminder of our own mortality.

A Biography On Lousia May Alcot :: essays research papers

Louisa May Alcott was born on November 29, 1832, in Germantown, Pennsylvania. When she was almost 2 years old, Louisa's family moved to Massachusetts, the state where she lived the bulk of her life. The family moved many times over the years, usually back and forth between Boston and Concord (Mass.). Some notable places Louisa lived were "Fruitlands" in Harvard, Massachusetts; "Hillside" in Concord; and "Orchard House," also in Concord. "Fruitlands" was the site of her father's attempt at Utopian living, which she wrote about in Transcendental Wild Oats, thirty years later in 1873. Louisa's childhood at "Hillside" (later renamed "Wayside" by Nathaniel Hawthorne, when he lived there) served as the basis for the action in her most popular novel, Little Women, which she wrote as an adult living in "Orchard House." Interestingly, these latter two houses were located next door to each other, with a walking path through the woods between. They are both still standing and open for tours in Concord. She was a versatile writer who started at an early age. At the encouragement of her father, she kept a diary as a child--which probably helped her to discover her love and talent for writing and surely provided ideas later for her various plots and characters. As a teenager, Louisa wrote several plays, poems, and short stories. She achieved publication for the first time at age nineteen, with a poem entitled "Sunlight" (1851), which she wrote under the pseudonym, "Flora Fairfield". The title of Ms. Alcott's first published short story was "The Rival Painters: A Tale of Rome" (1852), and her first published book was Flower Fables (1854), a collection of short fairy-tale stories and poems which she had originally created to entertain Ralph Waldo Emerson's daughter Ellen. Louisa May Alcott wrote her first novel, The Inheritance, at age seventeen, but it went unpublished for nearly 150 years until 1997, after two researchers (Joel Myerson and Daniel Shealy) stumbled across the handwritten manuscript in the Houghton Library at Harvard University . Of course, Ms. Alcott is best known for a different novel, Little Women, which she wrote in two parts. The first volume, subtitled Meg, Jo, Beth, and Amy, was published in 1868, and the second volume, alternately titled Good Wives, was published in 1869. Like Jo in Little Women, Louisa also wrote many "blood and thunder" tales, which were published in popular periodicals of the day.

What Makes a Credible Documentary

A documentary is successful when it is able to combine both the appearance of historically accurate elements and present believable situations through a false lens, leading the audience to question the reality of what they are seeing. The genre of documentary aims to present a convincing story through the use of credible documentary tactics to portray a â€Å"fictional documentary. † Every documentary depends on its viewers believing its premise. The illusion of believability is most often either confirmed or destroyed by the credits.Frequently the audience first learns the people on the screen were actors, and that they have fallen prey to the thick veil of believability that documentary films are so able to portray. To capture the audiences trust directors of documentary films apply many of the tactics and conventions documentaries serve to leave the audience questioning the reality and believability of what they view in the theatre and at home. Documentaries inspire an awar eness of being that one has not previously experienced.The film urges the spectator to reevaluate not only one's breadth of knowledge but also puts forward the message that the documentary is actually made to talk about and the real truth from a person who is not involved with the message. Documentary film is a broad category of visual expression that is based on the attempt, in one fashion or another, to â€Å"document† reality. Although â€Å"documentary film† originally referred to movies shot on film stock, it has subsequently expanded to include video and digital productions that can be either direct-to-video or made for a television series.Documentary, as it applies here, works to identify a â€Å"filmmaking practice, a cinematic tradition, and mode of audience reception† that is continually evolving and is without clear boundaries. The nature of documentary films has changed in the past 20 years from the cinema verity tradition. Landmark films such as The Thin Blue Line by Errol Morris incorporated stylized re-enactments, and Michael Moore's Roger and Me placed far more interpretive control with the director.Indeed, the commercial success of these documentaries may derive from this narrative shift in the documentary form, leading some critics to question whether such films can truly be called documentaries; critics sometimes refer to these works as â€Å"mondo films† or â€Å"docu-ganda. † However, directorial manipulation of documentary subjects has been noted since the work of Flaherty, and may be endemic to the form. The recent success of the documentary genre, and the advent of DVDs, has made documentaries financially viable even without a cinema release.Yet funding for documentary film production remains elusive and within the past decade the largest exhibition opportunities have emerged from within the broadcast market, making filmmakers beholden to the tastes and influences of the broadcasters who have become th eir largest funding source. Modern documentaries have some overlap with television forms, with the development of â€Å"reality television† that occasionally verges on the documentary but more often veers to the fictional or staged.The making-of documentary shows how a movie or a computer game was produced. Usually made for promotional purposes, it is closer to an advertisement than a classic documentary. Modern lightweight digital video cameras and computer-based editing have greatly aided documentary makers, as has the dramatic drop in equipment prices. With more visualization effects and bolder directors on the rise, its future holds a firm ground in context to modern cinema.

Iron Crowned Chapter 21

For a few moments, we were frozen in time. It was Jasmine who finally got things moving again. â€Å"Oh,† she said. â€Å"Wow.† Kiyo's grip on the form tightened, and for a second, I feared he'd crumple or rip it. Instead, he let it fall to the floor and strode toward me as swiftly and fiercely as his predatory alter ego. I felt Jasmine shift – not away, but closer to me. â€Å"Are you sure?† he asked, in a low, deadly voice. â€Å"About which part?† I snapped. â€Å"That I'm pregnant? Or that it's yours?† â€Å"Both.† I felt my eyes narrow as I continued feeling angry and defensive. â€Å"Yes. Both.† Silence fell. Then: â€Å"When are you getting rid of it?† he asked. â€Å"Christ. You get right to the point.† â€Å"You know the point!† he exclaimed. â€Å"You know what it's always been! You're sure? You're really sure you're pregnant?† I'd had the same questions for Dr. Moore and found myself repeating her answer. â€Å"Yes. The tests are very accurate. Besides, why else do you think they'd schedule me for that?† I pointed to the referral lying on the floor. He might work with animals, but he'd still know what a CVS was. Jasmine, however, did not. She slipped away, gave him a wide berth, and retrieved the paper. â€Å"What's a †¦ chorionic †¦ vil-vil – â€Å" â€Å"It's a test to detect defects,† I said. I gave Kiyo a pointed look. â€Å"And gender.† â€Å"It's a waste of time,† he argued. He swallowed and attempted a kinder, more reasonable course with me. â€Å"Eugenie, you know the danger. You can't waste another day. If anyone finds out – if anyone in the Otherworld – â€Å" â€Å"I know, I know! Do you think I'm stupid? Do you think I somehow missed the constant rape attempts – and actual rape – based on that prophecy? Damn it, I know better than you what it means! But I can't – I can't get an abortion until I know what it is. If it's a girl or a boy.† â€Å"And then what?† he asked. â€Å"You'll keep it if it's a girl? You always said you weren't sure you wanted to have kids.† â€Å"I'm still not,† I admitted, my voice trembling. A baby – world conqueror or not – had never been on my agenda. â€Å"But I have to know.† His expression darkened, the coaxing gone. â€Å"It's better if you don't. It's better to keep it all anonymous, better not to think of it as a person. Stay ignorant. Just have the abortion and be done.† Jasmine hadn't moved from her spot, her eyes going back and forth as she watched my verbal volley with Kiyo. â€Å"Geez,† she said. â€Å"You don't seem too upset about killing your own kid.† I had been thinking the same thing. His cold detachment shocked me. He flinched and gritted his teeth. â€Å"I never said I'm not upset.† â€Å"But you're not just upset about what this means for the prophecy,† I pointed out. I studied him carefully, realization dawning. â€Å"You don't entirely believe it's yours anyway.† â€Å"Do you blame me?† he asked. â€Å"It's yours,† I said adamantly. The last time I'd been with Dorian, we'd had kinky oral sex. Maybe I hadn't known about antibiotics interacting with birth control pills, but I knew where a guy had to come to make you pregnant. â€Å"I know without a doubt.† This gave Kiyo pause, as though he really were truly pondering the reality of losing his child. â€Å"I told you: I never said I'm not upset about this. But it's got to be dealt with. How could you have let this happen?† â€Å"Oh, nice,† I said. â€Å"It's my fault. If you're so into caution, maybe you shouldn't have fucked me in that grotto.† Jasmine's eyes widened. â€Å"Okay, forget it,† he said tightly. â€Å"And forget your CVS. Just get the abortion while it's still easy. You can't be that far along.† I shot up. â€Å"While it's still easy? Like you know! You're not the one who has to go through it!† â€Å"Why are you fighting me on this?† he exclaimed in disbelief. â€Å"You always said you'd do this. Do you want the prophecy to come true? Do you want to have a son who leads armies here from the Otherworld to conquer and enslave?† â€Å"Of course not! You know that.† â€Å"Then stop wasting time! Look, if you're scared about getting it done †¦ you don't have to do it here.† â€Å"Oh? I can check in at the Otherworld's Planned Parenthood clinic?† â€Å"No,† he said wearily. â€Å"But there are potions. Maiwenn could help. Along with healing, she can work all sorts of other medical magic.† â€Å"I'm sure she can.† I couldn't hide the bitterness in my voice. â€Å"And I'm sure she'd be more than happy to.† â€Å"Eugenie – â€Å" â€Å"Look,† I interrupted. â€Å"Here's how it is. I don't like your attitude. I don't like you dictating this to me like I'm stupid or something. I know the consequences, okay? And you know where I stand on the prophecy. But I just have to know what exactly is in me first. Two days. We just wait two days for the test.† â€Å"And then how long until the results?† he asked. â€Å"More time passes. Every day is dangerous.† â€Å"But what if it's a girl?† This came from Jasmine. Both Kiyo and I turned to her. â€Å"What if Eugenie can have it? You're always going on and on about how awesome Luisa is. Wouldn't you want another one – especially with, like, your actual – sort of – girlfriend?† â€Å"It's not – † Kiyo bit off his words and turned back to me. Those dark eyes studied me, and I felt my anger diffuse as they softened. I felt his love and knew all of this was coming from panic, his fears about the prophecy finally coming true. â€Å"Two days,† he said at last. â€Å"Two days,† I repeated. â€Å"And then I'll do the right thing.† I wasn't exactly sure what the â€Å"right thing† would be if I was having a girl, seeing as motherhood still didn't really jump out at me. But that didn't matter right now. What mattered was that I had the choice. Then, abruptly and without warning, Kiyo wrapped his arms around me, crushing me to his chest. â€Å"I love you,† he said, voice shaking. It was the first time he'd spoken those words since we'd gotten back together, and they tore something inside of me. â€Å"But I'm just afraid.† â€Å"I am too,† I said, feeling tears spring into my eyes. Fucking hormones. â€Å"Everything'll be okay.† When he released me, I finally really comprehended that Jasmine had witnessed all of this. The dramatic factor had probably trumped anything she could find on TV. Her face was a blank mask now, which made me uneasy. What was she thinking about all this? For so long, she'd wanted to be the one to have the heir. I supposed she should be all for an abortion. Yet †¦ maybe she was so keen on our father's prophecy that she didn't care who had his grandson, so long as she could ride the power with us. â€Å"I need you to stay with Jasmine tomorrow,† I told Kiyo later, when we were lying in bed. â€Å"I wish she hadn't found out about this. Maybe I'm overreacting, but I'm worried she'll do something with the information. I could have Volusian watch her like he is now †¦Ã¢â‚¬  I usually summoned my minion for night watches. â€Å"†¦ But I'd feel better with you there.† Kiyo drew the covers up around us. â€Å"Where are you going?† â€Å"Where do you think?† He groaned. â€Å"Eugenie, you can't go back there until this mess is settled. If they find out – if anyone finds out – well. All hell will break loose, from those who are for the prophecy and those who are against it.† â€Å"I have to,† I said. â€Å"I realize now that most of my being sick is because †¦ well, you know. But being apart from those lands is affecting me too. I just need to check in.† No more full-fledged meditation sessions, though. I couldn't risk any more telltale signs of my pregnancy from that intense communion. I'd just do the bare minimum required. â€Å"And not just with the lands' magic. I need to keep an eye on the Rowan Land's transition.† I feared his reaction, particularly after his earlier outburst. Instead, he brushed a kiss to my lips. â€Å"Be careful. Be quick.† â€Å"I will.† I pushed my lips back, kissing him harder. I moved my body closer to his, wrapping our legs together. I was terrified of what was happening, terrified of what I might be carrying. But now, with Kiyo on my side, I felt safe. We would get through this together, and I suddenly wanted to connect with him and feel his love around me. He responded instantly to the kiss, one of his hands tipping my head back in order to consume more of my lips. His other hand gripped my upper arm, nails lightly scratching my skin as animal lust began to take over. Then, abruptly, he stopped and pulled away. â€Å"What's wrong?† I asked. I started to say he didn't have to worry about getting me pregnant, but that joke seemed kind of inappropriate. â€Å"Nothing †¦ I'm just †¦ I'm just tired.† He kissed me again, but this time it was on my cheek. â€Å"It's been a long day. Just not up for it tonight †¦ even though you're as sexy as always.† The lightness in those last words seemed forced, and I was glad he couldn't see my frown in the darkness. I had just been rejected because †¦ because why? Having sex during pregnancy wasn't harmful, I knew that much. Was I repulsive? Was the thought that I was carrying Storm King's heir putting him off? Whatever the reason, I didn't buy that he â€Å"wasn't up for it.† We'd been pressed hip to hip moments ago, and his body had most certainly been up for it. A sexless night was the least of my problems, and although neither of us spoke, I knew he slept as badly as I did. We tossed and turned, our movements as disturbing to each other as our individual worries. We both had bloodshot eyes when we woke. I headed off to the Otherworld as soon as I could after breakfast – well, after what passed as breakfast for me. My appetite was still low. Jasmine wasn't happy when I denied her request to come with me, but Kiyo and Volusian's presence was too daunting for her to put up much of a fight. I felt the Thorn Land's welcoming energy when I crossed over, but thankfully, it revealed nothing about my maternal state. My staff was equally happy to see me, particularly Shaya, who looked like she'd thought I wasn't ever going to return. It wasn't an entirely unwarranted fear. She and I sat alone in one of the parlors while she updated me on the situation. â€Å"Rurik feels the Rowan Land is stable enough to move in a governing body. There's still some unrest, and he'll stay on for a while, but most have accepted your rule. It's the way things go. He's also culled the Rowan military and feels you can trust who's left.† I tried not to grimace at that, wondering what his â€Å"culling† had entailed. â€Å"And Katrice and Cassius?† She shrugged. â€Å"Still imprisoned. Awaiting your verdict.† â€Å"I don't really want to do anything with them,† I admitted. â€Å"I don't know what to do with them.† â€Å"Honestly? With Katrice? You could set her free, and it wouldn't matter. Stripping the land from her stripped most of her magic. Her reason to live. She's harmless. Without hope. But Cassius †¦Ã¢â‚¬  Shaya frowned. â€Å"He's dangerous. He can't wrestle the land from you, but he's got enough power to make trouble. Dorian's already written and advised execution.† I scoffed. â€Å"I'm sure he has.† â€Å"Dorian's also provided a list of people he'd like to see installed in the Rowan Land. We settled the resources split, but he feels he deserves a controlling interest in your rule there.† â€Å"A ‘controlling interest?' This isn't a corporation!† I exclaimed. â€Å"Write him and make it very, very clear that his help isn't needed over there. It isn't wanted. He has no right to it. Tell him all of that.† Shaya hesitated, fretfully toying with one of her black braids. â€Å"No matter how diplomatically I word that †¦ well, the antagonism will still come through. It'll anger him.† â€Å"Good,† I retorted. Dorian was a safe target for my churning emotions at the moment, and God knew I needed some sort of outlet. â€Å"Let him be angry or pout or whatever. I'm pretty sure he isn't going to declare war on me.† It was something I'd figured out recently. Dorian had been an advocate of using the Iron Crown to scare other monarchs, but the thing was, now that we weren't together anymore, he had to realize it could be used against him too. I actually hadn't had to give in to his â€Å"spoils of war† demands. That had been a kindness on my part, and he knew it. I didn't have to fear Dorian. I no longer needed him. â€Å"Very well,† Shaya replied. Her tone was obedient, but I knew she dreaded that letter. She'd never lost her devotion to him, and I was forcing her to split her loyalties. â€Å"But we do need someone to manage the Rowan Land †¦ unless you're going to do it personally.† â€Å"No,† I said swiftly, not that I needed to. She'd already known I had no interest in it. â€Å"Do you have someone in mind?† â€Å"Yes†¦. Me.† I wasn't exactly surprised that she'd step up to the task. I was surprised, however, that she didn't look particularly upset about it. Maybe she relished the challenge. â€Å"I'm cool with that,† I said. â€Å"Hell, after what you did around here, I know you can get Rowan into shape. But †¦ who's going to run things here?† â€Å"I was thinking Nia could.† â€Å"Nia?† I asked, startled. â€Å"My hairstylist?† Shaya crooked me a grin. â€Å"What do you think she does when you're not around? She's been helping me and learning†¦. I think she'd do very well. There'd be others to assist her, and, of course, she could always contact me.† It was still an unexpected choice, but Shaya seemed confident. And, I supposed, we'd gotten the Thorn Land into good enough shape that it now functioned pretty smoothly. â€Å"Okay,† I said at last. â€Å"Let's make it happen. When do you plan on moving?† â€Å"Today,† she said. â€Å"I'll go when you go. My things are packed.† I couldn't help laughing. â€Å"You knew I'd agree. And you knew I'd refuse Dorian.† Shaya put on her primmest look, but her eyes sparkled. â€Å"Yes, Your Majesty.† I walked the Thorn Land before leaving, long enough to reassure the land I was there and boost the morale of the soldiers guarding my keep. Not that they needed it. We were victorious, and they were still celebrating. I'd donned my gold crown for the trip to the Rowan Land, and my men regarded me with adoration, calling out cheers for their brave, all-powerful queen. What would they do if they knew? I wondered. What would they do if they knew I was carrying a potential warlord? Somehow, it wasn't much of a mystery. They would cheer more. They would worship me and revel in the chance to extend our rule. It made me eager to go to the Rowan Land, where I was feared rather than adored. Of course, I didn't know if that was any better. If those people knew I was carrying Storm King's grandchild, it would simply intensify their fear and convince them more than ever that they were under the control of a tyrant queen. Kiyo was right, I realized. No one in the Otherworld could know about my pregnancy. Any reaction it drew would be a powerful one. The sooner I could leave, the better. Borrowed soldiers from the Thorn Land still made up the bulk of the guard at Katrice's former castle, and their expressions mirrored those of their colleagues back home. I played the part, smiling and walking among them confidently, not daring to show the fear and uncertainty I felt. Like the Thorn Land's, the Rowan Land's energy buzzed around me. Only I felt it, of course, but once, when I paused and talked to a guard for several minutes, I saw a small red flower growing where I'd stood. No one noticed, and I hastily headed for the castle, figuring nothing would sprout out of stone walls. Rurik greeted us happily, having already known about Shaya's new position. As we all converged, I saw something flash between them, something that surprised me. Affection. More than friendly affection. It was then that I also noticed a bracelet Shaya wore, made of emeralds and pearls. I'd seen it before. Girard had been working on it when I first met Imanuelle. It was the piece Rurik had commissioned. I tried not to gape as the truth hit me. Shaya and Rurik. They had a relationship going on, some romance, probably one that had been building right before me that I'd been too oblivious to notice. That was why she hadn't minded taking on stewardship of a kingdom conquered through unorthodox means. No one else seemed to notice – or maybe everyone already knew about them – but as I stood there and listened to more debriefings, I felt a pang in my chest. It was like Tim and Lara – and not because both couples were so bizarrely matched. No, the similarities came in that it was so easy for all of them. Just fall in love and go with it. No political machinations and motives. No world-altering prophecies to muck things up. I'd untangled myself from Dorian's scheming – and not without a fair amount of heartache – but things with Kiyo now were irrevocably altered. No matter how my pregnancy panned out, even if it had as happy an ending as it could, I knew things between him and me would never be the same. I would never have an easy relationship. Queasiness welled up in me, and I didn't bother trying to figure out which of the myriad reasons could be causing it. I leaned against the wall as Rurik continued speaking about troop placement. Even though it wasn't part of the land, the wall and castle's foundation touched the land, and I felt that magic warm and comfort me. I took a deep breath. I could do this. Everything would be all right, just as I'd told Kiyo. I'd know my child's gender soon. Then I'd know what to do. My intention had been to stay around longer and make sure Shaya was settled in, but I soon decided I needed to get back. The others looked like they would have liked me to stay a little longer too, but they were also used to my weird – or as they considered them, â€Å"human† – ways. I assured them all that I had the utmost faith in them, reminded Shaya to rebuke Dorian, and then headed back to Tucson as soon as I could. When I arrived home and analyzed how I'd been feeling today, it occurred to me that the transitions from world to world were making me sick. Transitioning wasn't an easy feat in general; some couldn't even do it. I'd grown adept at it, but now, it took its toll, even with the help of a gateway. I understood enough about pregnancy to know these annoying symptoms only lasted for a short time, but that didn't negate their annoyance. I didn't want anything slowing me down. I didn't want to be hampered. My body was turning against me, and Kiyo's urging just to end the pregnancy began to seem like a better and better idea. What did gender matter? I wasn't ready for this. He was relieved to see me back early and wrapped me up in another big embrace. â€Å"Everything's okay?† he asked in a low voice. â€Å"Nobody found out?† I shook my head. â€Å"No. And I'm not going back until †¦ until this is settled. I'm also starting to think †¦Ã¢â‚¬  â€Å"What?† he prompted. â€Å"That you were right. That gender doesn't matter. The test is so close, though †¦ I'll still do it. But. Well. Like I said, it doesn't matter.† Relief flooded his features. â€Å"I'm glad, Eug. It's the right thing to do.† He hugged me again, and the hug was filled with more intensity. â€Å"You can always cancel the test.† â€Å"No, I'll do it. Especially after the fit I threw with my poor doctor.† â€Å"I wish I could go with you,† he said wistfully. â€Å"But I'm not sure I can. I'm taking a couple of work shifts.† Are you? Or are you running off to Maiwenn? â€Å"It's fine,† I said. â€Å"You wouldn't be able to find out anything that day anyway.† â€Å"But you'll let me know the moment you know?† he asked, staring at me hard. â€Å"The very moment.† Kiyo might not have been able to go with me †¦ but Jasmine did. Ostensibly, I told myself it was because she couldn't be left by herself. Yet, deep inside, when I really looked at my heart, I knew the truth. I didn't want to go through this alone. I knew what the test entailed, and even if we got no answers today, it was still one step closer to what could be a huge event. â€Å"You can do it, you know,† Jasmine told me. I'd let her come into the exam room with me. It was dimly lit for the ultrasound equipment, and the doctor and tech had stepped out so I could change. Undressing in front of Jasmine felt weird, so I kept my back to her as I put on the hospital gown. â€Å"Do what? This test?† â€Å"No. I mean, yeah, whatever, you'll be fine. But I mean, have the baby. Whatever it is. Even a boy. You can fulfill our father's prophecy.† There was a zeal in her voice I hadn't heard in a while – one I'd hoped had gone away. Gowned, I turned around. â€Å"No. That's out of the question. If it's a boy †¦ well, I can't have it. End of story. A girl †¦ I don't know. I'm probably not doing that either.† I couldn't help adding, â€Å"Besides, I thought you wanted to be the heir's mother.† Her face was deadly earnest as she considered my words. â€Å"I did. But maybe I'm not meant to.† The staff returned and situated me on the examining table while Jasmine retreated to a corner. They introduced themselves: Dr. Sartori and Veronica the tech. They explained the procedure to me, though I'd already read up on it several times. The doctor was going to – ack – stick a giant needle in me to collect cells and would use ultrasound to guide him. He made sure I understood the risk of such a test. A small percentage of women miscarried. Dryly, I told him I was willing to accept that. Veronica raised the gown to bare my stomach. As she rubbed gel on it, I stared down wonderingly. Honestly? It looked no different than in the past. I'd always been skinny, and with my lack of appetite, I probably wasn't putting on much weight. If not for my symptoms and Dr. Moore's â€Å"very accurate† test, I never would have guessed what was inside me. And what was inside me? My stomach took on a strange, sinister countenance. Again, I had that feeling of my body's betrayal. It was doing things out of my control. â€Å"Okay,† said Veronica, moving the paddle to my stomach. â€Å"Let's take a look.† Both she and Dr. Sartori watched a black monitor that had my name, birthday, and a few other stats at the bottom of the screen. When the paddle made contact, the screen flared to life, showing the indecipherable gray and white confusion I'd always seen when people had ultrasounds on TV. I could make no sense of it nor see anything resembling a baby, but sound immediately accompanied the images, repetitive swishing noises, kind of like waves. I at least knew what that meant. â€Å"That's the heartbeat, isn't it?† I asked, a strange feeling crawling over me. Heartbeat. Another creature's heart inside of me. Neither practitioner answered right away. Dr. Sartori frowned curiously, and Veronica shifted the paddle around to get more views. â€Å"Huh,† said the doctor. â€Å"What?† I exclaimed. Two immediate possibilities sprang to mind. One was that my gentry blood mixing with Kiyo's kitsune blood had created some sort of monster. The other thought – one that suddenly offered a world of safety – was that there had been a mistake. The test wasn't accurate, and I actually wasn't pregnant. â€Å"Isn't that the heartbeat?† Dr. Sartori's gaze fell on me, a small smile on his lips. â€Å"That's the heartbeats. You have twins.†

Dell Packards Value Chain And Its Value - 1215 Words

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Object Oriented Database - 5341 Words

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