Defining Traditional Media Today
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Defining Traditional Media Today

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Traditional media is still very much alive. 

Traditional media encompasses many types of advertising and ways to reach consumers. It does not, however, include new media like using social media and the internet. Traditional and new media are both great ways to reach consumers and both have their advantages.  

Different Types of Traditional Media  

  • TV Ads 
  • Radio Ads 
  • Print Ads 
  • Direct Mail Ads 
  • Billboards & Off-Site Signs 
  • Cold Calling 
  • Selling Door-to-Door 
  • Banner Ads 

To determine if traditional media is better for your business than new media, it all depends on who your audience is and where they are. When a company needs to reach millions of people all around the world, new media is the better option. With new media, a company can reach their massive audience for less and more effectively than with traditional media. On the other hand, if a company needs to reach a few, local people, traditional media could be the better option. For some companies, traditional media is best, for others new media is. It all depends on the message the company is trying to send out, to who and how far.  

Characteristics of Traditional Media 

Traditional media is media that has nothing to do with the internet. Traditional media marketing is a one-way conversation and is a closed system. Traditional media is mass marketing as oppose to one-on-one marketing like new media is. Traditional media is also more about the company whereas new media is more about the customers. New media is made in real time while traditional media is pre-made and scheduled.  

Traditional media might be the older form of mass communication, but traditional marketing methods are not going anywhere soon. There are still billions of dollars spent on traditional advertising, especially when it comes to creating super bowl ads. New media is very beneficial, though, when it comes to connecting to the community. Traditional media decisions are based on the economy while new media decisions are based on the community and their wants and needs.  

Traditional Media Examples  

Print ads put in monthly trade journals are important to some businesses to reach decision makers. For companies located in and selling to a specific region, ads and directory listings are important to reach customers when they’re looking for solutions. Traditional media trying to reach a wide variety of customers, ads in national publications like newspapers and radio shows can be very helpful. As far as traditional media goes, radio is used to generate leads and create awareness. Print ads are also excellent for generating leads. Traditional media has been around for centuries and has helped companies gain and retain customers. When used correctly, traditional media will generate leads, create awareness, compel audiences and offer them a call-to-action.  

Traditional media is a bit different than new media in many ways. New media tends to be more personalized, more cost friendly and can reach a massive number of customers, all over the world. While some may say that traditional media is old media, it is still used a great deal everyday by most companies. New media and traditional media both are important for a company to use to ensure they are extending their reach as far as they can. When a company uses both new and traditional media, they reach more customers and create better brand awareness.  


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Emily Pribanic
Emily Pribanic
Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

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