Is traditional media dead?

With the media landscape changing dramatically over the past few years with the introduction of digital and social media, the role (and future) of traditional media such as TV, radio and print is in question – is it still important and does anyone read newspapers or listen to the radio anymore?

With the fast-paced world we now live in the value of new media is undeniable, but traditional print media is still an integral part of our lives and holds many benefits for businesses in reaching the right audiences and achieving measurable results.

According to statistics from OFCOM, people in the UK watch 3 hours and 40 minutes of TV each day showing that this is still a regular part of our daily lives, even if we are distracted by a plethora of digital devices. As well as this, consumption of hyperlocal content (both in print and online) is on the rise. According to recent figures, there are approximately 400 active hyperlocal community sites in the UK and 1,045 local newspapers.

An increasing number of people are also using their digital devices to consume traditional media content on-the-go. For example, many people use their smartphones to tune in to DAB radio, listen to podcasts or watch TV ‘on demand’ through apps such as iPlayer and All 4.

Unlike posts on social media which are distributed far and wide to anyone and everyone, traditional print articles are widespread but also much more targeted with a dedicated following which has been built up over many years. For example, if you are a company looking to reach out to the over 50’s, then print media has proven to still be a very important form of communication. Newspapers are also still seen as a more credible and trustworthy source of information for many compared with the throwaway nature of social media.

However, it is important to note that for businesses in certain industries traditional media may not be the most effective marketing tool and social and digital media delivers the best results. It’s all about looking at the customers you want to target and finding the right balance that delivers the results you want.

It is clear that we will see more change in the future with the rise of ‘The Internet of Things’ and more content being curated online but for now traditional media still packs a punch within PR and marketing strategies. 

At Cloud Media Insight we specialise in monitoring social, digital and traditional media and analyse clippings based on variables such as sentiment, reach, circulation and prominence. Following analysis, we provide our clients with in-depth evaluation reports which help them to get a clear overview of their market, monitor their reputation within their industry and see which of their key messages are getting traction.

For more information about the media monitoring and analysis services we offer, please contact us.