Is traditional media worth your advertising dollars anymore? Many people hold the presumption that it’s
on life support and will soon become obsolete. Although in some cases usage has declined, putting it on life support would be a bit dramatic.
In fact, good ol’ reliable traditional media is very much alive. For example, 93% of Americans still listen to the radio. And viewership of traditional media’s biggest hitter, TV, has actually increased. Ninety-eight percent of people 12 and up watch TV every week.
Our agency has recently experienced a firsthand account of what traditional media is capable of. July is typically a soft month in sales for one of our clients. In an attempt to counteract this trend, we implemented a promotional offer only good during the month of July. To advertise this promotion we used television as our primary medium and print as secondary. The results brought our client record sales for July, making it the best July and second best month in company history. Based on this positive and anomalous deviation in sales trends for our client, we can determine that traditional media, when used effectively, is still a powerhouse player in media.
The takeaway message is this, history shows that traditional media has proven to be very adaptable to our constantly evolving society. The younger forms of media like web, social and mobile have definitely been useful and have made a large impact on the industry, but eventually they too will be threatened by a newer form of media, forcing them to either successfully evolve and adapt like the rest of the traditional mediums in use today, or fail and become obsolete. Until traditional media loses its adaptability and fails to meet the wants, needs and tastes of a modern society, it will continue to be a vital form of media.