Traditional Media: Don’t throw in the towel just yet…
By: Scott Dickson
According to a recent media study conducted by the Council for Research Excellence, advertisers need to keep traditional media in their marketing mix…for now.
While it’s true, there is phenomenal growth online with the explosion of Social Media…overall reach is still dominated by broadcast television with radio coming in second. The most notable development in this research is that the web has surpassed newspapers and magazines as the third best way to reach the masses with your message.
The study produced numbers based on the following key “advertising-based” media platforms:
- Television had the highest reach & daily usage among users (95.3%)
- Broadcast radio (77.3%)
- Web/Internet [excluding use of email] (63.7%)
- Newspapers (34.6%)
- Magazines (26.5%)
The print medium is dying. I’m sorry, but there’s nothing anyone can do about it. It’s not going to die today, but it’s hard to believe that it will be around in its current form ten years from now. Real growth amongst these platforms is only happening on the internet and the difference here is with engagement.
Think of engagement this way. Can you email a TV spot to a friend? No, but you can send a YouTube video link to your buddy via email or share it through Facebook and other forms of Social Media.
Did the newspaper ask your permission to send you that load of inserts in the Sunday paper? (Tell the truth…do you really look at every one of those?) No, they didn’t ask. But if you follow the independent, local furniture store on Twitter…you’ve given them permission to communicate with you.
Therefore, as an advertiser, the audience on your blog, fans of your Facebook page and followers on Twitter are incredibly valuable to you. They want your marketing message. Don’t just spam them with discounts, etc. Engage them socially.
So, yes….traditional media still has the reach. Keep it in your mix. But, spend the time and make the effort to build a loyal audience online. The landscape will continue to change. Everybody’s getting in the boat. Don’t get left on the beach.
Feel free to contact us with any questions.