Newspaper and books have long been a medium for information transfer and dissemination. The printing press and the printing industry have been around for centuries, and have become the major tool for communication and information. They have been the most popular medium for shaping public opinion. Their credibility, knowledge, values and information-gathering skills remain a formidable force on the high street, and with titles now separated into sections with more lifestyle content, their potential for brands has increased further - online and offline. The success of newspapers largely boils down to a single truth: they are effective in shaping opinion. They possess a large amount of power when it comes to public perception. For many, newspapers are the most reliable form of news and information, backing up this information with credible opinion and insight. It is this level of trust that leads to readers spending a huge amount of time reading their newspaper with two thirds of readers at least three quarters of the content, impacting millions of people.
Technology has many great functional purposes, which aid in our daily lives. As more and more people start embracing these functions, books are slowly being replaced. A total of 2,267,233,742 people use the Internet alone that constitutes 32.7% of the world's population. New technology is thought to be very empowering. We live in an information society where the leading role has been given to new technologies, especially those devoted to information. This is a very threatening prospect for books and newspapers. As we try to understand information, to separate it from judgement, to establish fact, we find ourselves in a free fall: we bring to information, to judgement, to 'fact', our opinions and views which are in part created by the very manifestations of information, news and opinion that we consume.