Does Traditional Media Still Work? Part 1

For years we've been told that traditional media such as network television, newspapers, radio, and yellow pages are not very relevant in reaching people anymore. The marketing community is abuzz about trends it finds sexier such as social networking, click on ads, viral marketing, experiential marketing, etc.

Yet presidential candidate Barack Obama, who is known for using the Internet to build his campaign, is spending several million dollars for a half hour slot on several prime time, network television stations. From a marketing, PR and advertising perspective, what do you think of that? Does traditional media still work?

I posed this question to a few experts and here are their responses.

Kent Hummel, Director of Marketing, Swift Communications said:

What a wonderful and relevant question.

I think traditional media still works well, just not as well as it used to. The audiences have been shrinking but the good ones still have a remarkable reach in many areas. Unfortunately, the "traditional" mass market approach does not take into account how consumers have shifted their tastes and demands for their entertainment and news. I think it would be stupid to pull all marketing dollars out of traditional channels and put them into new media. Like any good plan, there should be a good, solid mix of channels and tools that the marketers have to execute their media buys.

The political question is an interesting one. The standard for political advertising has been TV, TV, TV. I think that is more based on "that is the way we have alway done it" and not based on where the bigger audiences are engaged. You could make a compelling case, and some have, that local, regional and metro newspapers still have a place in our community dialogues about important issues.

I hope this helps answer some of your questions. This is just my opinion but it is hard to ignore when something really resonates with an audience. Look at the huge come-back with SNL and the great political skits. We all need to laugh more. So here is to more laughter and more common sense.

Lisa Ann Schreier, The Timeshare Crusader, Writer, Speaker, Consultant, Educator, Creative Guru said:

I believe that traditional media does indeed still work.

Call me a skeptic, but I'm not all that certain that the so-called "new media" such as Twitter, Social Networking, Viral, Click On Ads, etc. are all that productive. When was the last time you clicked on a "Click On Ad?"

I do however, think that the message must be changed from say, 10 or even 5 years ago. Consumer thinking has changed and the fact that the "sexier" advertising as you call it exists makes it easier for consumers to find out more about what you are advertising than before. Traditional advertising is stil the way to go to get the original message out though.

People still watch television, still read newspapers, still read magazines, still listen to radio and will still respond to an eye-catching billboard. The message must be catchier and either more niche driven or more broadbased than before. Think Target...great television spots!

Brian Olson, Vice President of Public Affairs at Video Professor said:

"Traditional" media has changed. It includes duopolies, multiple pipelines coming out of the same news organization.

Senator Obama's purchases of prime-time TV surprises me, because he's buying on broadcast networks, but not buying more time on cable/satellite networks.

These niche channels have much more easily defined demographics. There's a hidden message in all this in that the networks are willing to take the campaign cash instead of running prime-time programming at the beginning of the key November ratings period.

Says a lot about how their programming is doing vs revenue needs.

You are right in saying "we have been told" traditional media doesn't work. It in fact, does. The print edition also has an on-line edition. The broadcast has an on-line version, that I can interact with via blogs, posting opinions and taking part in polls. Which are used on another broadcast as content. Ditto for the print counterparts.

And in many markets, print and broadcast partner together.

Content generates content. Which then generates buzz on Social Media. Which makes you wonder what exactly is "traditional" media.

Ronald Garner, Communications Director, AudioStockssaid:

It does not work as well as it has in the past, but it does still work.

The reason we're so aware of the decline in traditional media reach and effectiveness is that we have heard or read about it--in traditional media.

Even the internet information available on the subject originates from the traditional media outlets themselves.

by the way, the new media are not immune from decline in effectiveness either as research from ComScore and Google (a public company which provides data on Internet advertising) will occasionally attest.

The key problem with traditional media in today's environment is that its profitability is shrinking.

A problem with new media is that its fragmentation of audiences is both good and bad. Good for targeting demographics, bad for reaching broader audiences, where (traditionally) the money is made.
Article Link:

Frank Feather, CEO, Keynote Speaker, Strategy Consultant - "A Future You Can Bank On!" said:

Buying a 30-minute block of time is beside the point, in my view.

This is an election. The candidates are getting plenty of attention. The debates are televised events. So it is only natural to go to the television audience. This is not really an advertisement. It is like a prime-time presidential address.

Other than such event programming, the old media will continue to lose advertising share to the Internet. In the normal course, that is where the audience is spending its time.

And people will re-watch it -- online.

Karin's comment: I agree with all that the experts say. I do, however, believe Senator Obama's purchase of air time is an example of marketing & PR and not like a presidential address at all. He's not president yet. He's still trying to win over voters and seal the deal. He's using prime time television to reach them. What do you think?