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Can influencers be reporters? Do old-school news-gathering tactics still work? How do you tell a story in an era of quick gratification and viral content? In the whirlwind of digital innovation and the growing influence of social media moguls, there’s something reassuringly solid about traditional moneyed media like TV, radio, print, and podcasts. It’s like that trusty old leather jacket in a sea of fast fashion: it could not scream “modern,” but its value and style are timeless.
Often seen as a relic of a bygone era, this arena still influences significant segments of the audience and maintains a key role in shaping public perception. Social media influencers and digital marketers may declare traditional media channels obsolete, arguing that newer, flashier methods are more direct and have greater impact.
But if you ask my clients (CEOs and founders of some of the most fun brands in the market today), you’ll get the exact opposite answer. The word traditional even sounds… a bit traditional. Let’s use a pseudonym as a substitute proven… proven media that does the work. Why, you might ask, do traditional earned media still hold the upper hand in an era obsessed with the latest and the now? Is it nostalgia for the “good old days,” or is there something inherently powerful about these traditional channels that modern digital strategies simply can’t replicate?
Let’s take a closer look at these issues and discover six the reason why traditional income-generating media is still the hottest, despite all the advances and temptations of quick digital gratification.
1. Trust and Credibility: The Gold Standard
At the heart of traditional earned media’s enduring appeal is its unparalleled ability to build trust and credibility. There’s a big difference between seeing a sponsored post pop up on your social media feed and watching a thoughtful CEO interview on the morning news show. The former may grab your attention, but the latter builds your trust.
This trust comes from the rigorous vetting process that is inherent to traditional media. Journalists and producers are trained to research and analyze, ensuring that the stories they report are not only engaging but also credible. This level of credibility is gold for any brand trying to build a solid repute.
2. Authenticity is the focus
In today’s marketplace, authenticity sells. Consumers are more savvy and skeptical than ever; they can spot a sales pitch a mile away and quickly turn away if they feel they’re being ripped off. Traditional earned media offers a platform for authentic storytelling. It allows brands to inform their stories on a human level—whether through an in-depth interview, an article, or a documentary snippet. This authenticity helps build deeper connections with audiences, converting casual viewers into loyal customers.
3. Increased reach and exposure
Let’s talk numbers. While it’s true that a viral tweet can reach thousands and thousands of individuals overnight, the audience for a well-placed TV segment or front-page story is not only huge, but diverse. Traditional media outlets deliver your message to a wide audience, from millennials listening to their favorite podcast to older generations reading their morning paper. More importantly, exposure is often amplified through multiple touchpoints. For example, a news segment can be shared on online platforms, discussed on radio shows, or even featured in follow-up articles. This domino effect signifies that a single media appearance can multiply its impact, extending its reach far beyond its initial audience.
4. Leveraging Legacy Networks
There’s something to be said for the established networks that traditional media operate in. They’re not only channels; they’re institutions with deep-rooted connections and broad reach. Putting your brand on a platform with a long time of industry authority can open doors that simply aren’t available on newer media channels. It positions your brand alongside respected figures and trusted entities, which can be a game-changer for firms trying to make a significant impact in their industry.
5. Integration with digital solutions: the better of each worlds
I’m not saying to desert digital—quite the opposite. The trick is to leverage the strengths of traditional media to reinforce your digital marketing efforts. Imagine a high-impact TV interview that’s then turned into short clips for social media, a thoughtful op-ed that’s expanded into a series of blog posts, or a radio spot that’s tweeted with a link to the online broadcast. By integrating traditional media coverage with digital strategies, you create a comprehensive campaign that leverages credibility and modern reach.
6. Long-Term Strategy: Building a Brand Legacy
Traditional media isn’t just about quick buzz; it’s about the long run. The depth of coverage these types of media provide means your brand story is told in a detailed and nuanced way. It’s not only a passing buzz; it’s about building a narrative that has the weight and authority to contribute to your brand’s legacy. Over time, this can establish your brand as a leading voice in your field, which can have lasting advantages for growth and expansion.
Embracing Tradition in an Age of Innovation
In a digital age where shiny latest things can be incredibly tempting, there’s a huge value in sticking to the tried-and-true paths of traditional earned media. It offers depth, authenticity, and credibility that’s hard to copy in newer types of media. By combining these traditional threads with digital strategies, brands can create a media presence that’s not only comprehensive, but also compelling. So while it’s great to maintain up with the times, do not forget that sometimes the old ways are still the best ways to make a real impact.