But according to a recent survey by (my alma mater), George Washington University and Cision, while journalists consider social media sites sources for research, the majority prefer traditional media when it comes to the accuracy and vetting of information. The key findings: More than 8 out of 10 print and web journalists surveyed considered traditional media outlets to be more reliable sources and perspectives, and are using PR professionals and press releases for story development more than they have in the past. PR has always been desirable for its third party credibility.
Online marketing is certainly usurping taking a larger piece of the pie, but, print and TV still have the majority share of the budget. People still listen to the radio in the car, watch TV and yes, still even read magazines.
Time, Conde Nast and Hearst announced expected ad sales to be up or flat through first quarter. That may sound lame, but it’s a very big deal, when you consider the ad revenue nose dive and hemorrhaging the publishing industry has experienced over the past 2 years. Only the strongest survive, and that includes niche publications.
The upcoming Superbowl is expected to draw over 100 million viewers, and a 30-second TV spot—slightly cheaper than last year—is still a pricey $2.5 million+. Seems insane, right? But that’s what people will be watching, guaranteed.
Smart marketers know it’s all about connecting to customers through the media they trust and consume.
Sometimes the answer is a B2B technology blog or trade magazine. Sometimes it’s an event, like the Academy Awards; some people will go in person, some will see it on TV or a webcast.
Embrace new media, but keep some of the old, one is silver and the other gold.
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