Why Traditional Media is Still Important

Posted on: April 21st, 2017 by Wendy Alpine

In a 24/7 social media world, it might surprise many to learn that traditional media is still alive and succeeding as a tool for getting the word out about your business. Sure, the ways that we consume information have changed, but traditional marketing should still be an important part of your business.

Not sure? Consider this:

The average person listens to a minimum of 112 minutes of radio and still watches almost 5 hours of television per day.

Over half of all newspapers are still print only, but most have digital editions, though some of the content can’t be read unless you’re a subscriber.

And, more importantly, for those who use traditional marketing, 72% of people still trust the things they read in the paper or see/hear on television and radio.

While new media forms such as social media platforms, forums and others have their place in marketing, one must remember that traditional media has a much longer relationship with the consumer due to decades of communicating with the masses. In fact, according to Business Wire, even those who seek news online recognize and prefer the news that comes from established news sources (e.g., the Wall Street Journal, Forbes, etc.). Using traditional media provides your audience with another side of content, and adds weight and validity to what is shared.

Traditional Media Tools

As you think about implementing- or perhaps strengthening- your use of traditional media, it is helpful to consider some of the tried-and-true tools of conventional media.

·      Television – Based on the number above, consumers watch a minimum of 35 hours of television week. Make the most of this platform with visuals and a human interest angle that tells your story, rather than just a talking head. Television also has many pay-to-play lifestyle shows that companies leverage if they don’t have a hard-news angle. In Atlanta, we have Atlanta & Company and Atlanta Plugged In, but they are popping up nationwide.

·      Radio – If you’re like me, you enjoy listening to podcasts and radio interviews (I love NPR’s Fresh Air.) Today, there are many Internet radio shows where you can be a guest and tell your story – for free!. Then, you can post the interview on your own website and social media channels. One I like in Atlanta is called Business Radio X.

·      Print – Magazines, newspapers, and weekly email newsletters have long been a part of traditional media. We often work with industry trade publications to get our clients’ stories published. As part of this effort, we develop bylined articles on industry topics that are informative, not promotional. This is a great way to get your brand in print, as you get to include your company affiliation as the author.

If you are still uncertain about the use of traditional media, consider these factors:

1.     Traditional media allows you to reach a mass audience at once.

2.     Traditional media gives you third-party credibility – in print or online with reputable media outlets

3.     Content published online on news sites that contains your keywords improves your Google ranking. And Google loves new and consistent content. Consequently, you gain credibility with your readers as well as with Google.

It’s best to use traditional and social media to promote your business to the fullest. The most important thing is to understand your target market and decide which outlets make the most sense for your readers. Take your business farther this year by making the most of all the tools that traditional and social media offer. Give Alpine Communications a call today to get started.

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