Have you found yourself scrolling the front page of The New York Times and thinking, “man I sure could use some more content to peruse, I’ll move to social media where the content is infinite”? If you answered yes, you might think that traditional media is shuffling off of its’ mortal coil, destined to die a sad and lonely death while only the most click-worthy, constantly curated, doing-it-for-the-likes media thrives in the age of the internet.
You’re mistaken if you think traditional media is going anywhere anytime soon. Traditional media, (anything available before the advent of digital) is thriving and will continue to do so down the road. Here’s why it’s important and here to stay.
Instant Consumer Recognition
Traditional news outlets have spent years cultivating readers, listeners, and viewers. They are masters at reaching target audience segments. The logo for The New York Times and The Washington Post are unmistakable and, for most, create a sense of credibility once seen.
On a smaller scale, it’s very likely that the average person knows the name of the local newspaper or TV station rather than the most popular blog in the area, simply because it’s been around for so long and a sense of familiarity has been fostered.
$$ Advertising $$
Whether you’re hocking subscriptions to the latest streaming service or trying to advance a policy agenda, where there’s traditional media, there’s huge opportunity for advertising revenue, and it doesn’t look like it’s going anywhere. Advertisers and media influencers know that they can reach a vast audience using traditional media.
Traditional news still rakes in millions of dollars in advertising revenue and exposes readers and potential customers to content and products they wouldn’t see otherwise. Agencies, businesses, PR firms, even political parties all use traditional media for a variety of purposes. Think the demand is dwindling? Seventy-three percent of publishers say they currently employ native advertising on their outlets. The spending on this kind of advertising has risen at a steady pace since 2012, and the money flowing into traditional media outlets for advertising will only expand in the years to come, allowing these publications to grow at a healthy rate.
I’m sure you’ve seen or read about prominent journalists getting into Twitter feuds (#thistown) and thought that if the pros are turning to social, the traditional platforms must definitely be on their way out. However, that banter is misleading, as the two mediums work in harmony.
Traditional media outlets have integrated social media into their business model- it’s not as though we’re playing a zero-sum game here. Social media feeds on traditional media and creates a symbiotic relationship. Traditional outlets’ use of social media ultimately drives traffic to their online publication, with an intriguing article hosted on their website being the final destination.
Not to mention, traditional media outlets usually have a large amount of followers on their social pages (@nytimes has 38.8M followers on Twitter, @washingtonpost has 10.8M, and @HuffPost has 10.5M). All of these followers, permitting they click, are generally being redirected to said traditional media websites.
Because traditional media are recognizable and often seen as credible, getting exposure through them gives you instant authority and credibility as well. Alternatively, being interviewed on a blog, web series or podcast may not have the same effect. According to Global Web Index, linear TV, (television that is traditionally broadcast and watched in real-time), remains ahead of online TV consumption in 34 global markets and represents the single biggest daily media activities.
All of these figures and analyses point to the notion that traditional media is still quite alive and well. The news is important – traditional media moves stocks, affects markets, and dictates policy decisions that affect average citizens. In the age of the internet, adaptation does not always mean elimination.
Looking to increase your traditional media presence? The Moak Group is here to help. Learn more about what we do.
Prior to joining The Moak Group, Noah helped run a 2014 Lieutenant Governor’s race as Director of Field Operations and Communications in his home state of Arkansas.
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