📱Media Strategy Unit 5 – Traditional Media Channels

What's Traditional Media All About?

• Encompasses media channels that existed before the rise of digital media includes television, radio, print (newspapers, magazines), and out-of-home advertising (billboards, transit ads)
• Relies on one-way communication model where content is created by media companies and distributed to a mass audience with limited interactivity or feedback
• Typically follows a broadcast model where content is pushed out to a wide audience at scheduled times (prime-time TV slots, morning radio shows)
• Advertising is a primary revenue source for traditional media outlets advertisers pay for access to the audience reached by the media channel
• Audience measurement is done through surveys, ratings (Nielsen ratings for TV), and circulation audits (Audit Bureau of Circulations for print media)
  • These metrics help determine advertising rates and guide programming decisions
• Traditional media has been the dominant form of mass communication for decades but is facing increasing competition from digital media

Key Players in Traditional Media

• Media conglomerates large corporations that own multiple media properties across various channels (Comcast owns NBC, Universal Studios, and multiple cable channels)
• Broadcast networks major television networks that distribute content over the air to local affiliates (ABC, CBS, NBC, Fox)
• Cable networks television channels that are distributed through cable or satellite subscriptions (ESPN, CNN, HBO)
• Print publishers companies that produce newspapers, magazines, and books (The New York Times Company, Condé Nast, Penguin Random House)
• Radio networks organizations that produce and distribute radio programming to local stations (iHeartMedia, Cumulus Media)
• Out-of-home media companies that manage advertising on billboards, transit systems, and other public spaces (Clear Channel Outdoor, JCDecaux)
• Advertising agencies firms that create and place advertising campaigns on behalf of clients often specializing in traditional media (Ogilvy, McCann, BBDO)

Types of Traditional Media Channels

• Television broadcast networks, cable channels, and streaming services that deliver video content
  • Includes various formats such as news, entertainment, sports, and documentaries
• Radio AM/FM stations, satellite radio, and audio streaming services that deliver audio content
  • Includes music, talk shows, news, and sports programming
• Print newspapers, magazines, books, and other publications that deliver written content
  • Covers a wide range of topics and genres from news and politics to entertainment and lifestyle
• Out-of-home advertising billboards, transit ads, street furniture (bus shelters, kiosks), and other forms of advertising in public spaces
  • Designed to reach people as they move through their daily lives
• Direct mail marketing materials sent directly to consumers' mailboxes
  • Includes catalogs, postcards, and promotional offers
• Telemarketing phone calls made to potential customers to promote products or services
• Cinema advertising commercials and promotional content shown before movies in theaters

How Traditional Media Works

• Content creation media companies employ writers, producers, directors, and other creative professionals to develop content for their channels
  • News organizations have reporters, editors, and anchors who gather and present news stories
  • Entertainment studios have scriptwriters, actors, and production crews who create TV shows and movies
• Distribution content is distributed through various channels to reach the target audience
  • TV shows are broadcast over the air, through cable/satellite, or via streaming platforms
  • Newspapers and magazines are printed and delivered to subscribers or sold at newsstands
  • Radio programs are broadcast over the airwaves or streamed online
• Advertising media companies sell advertising space or time to businesses that want to reach their audience
  • TV and radio ads are typically sold in 15, 30, or 60-second spots
  • Print ads are sold by size (full page, half page) and placement (front page, back cover)
  • Out-of-home ads are sold by location and duration (4 weeks on a particular billboard)
• Audience engagement traditional media primarily relies on one-way communication with limited audience interaction
  • Some channels, like talk radio and letters to the editor, allow for some audience feedback
  • Ratings, circulation numbers, and ad sales are used to gauge audience engagement and make programming decisions

Pros and Cons of Traditional Media

• Pros:
  • Wide reach traditional media channels, especially television and radio, can reach a large audience quickly
  • Established credibility many traditional media outlets have built trust with their audience over time
  • Targeted advertising options to reach specific demographics through channel selection (Lifetime for women, ESPN for sports fans) and ad placement (local newspaper for geographic targeting)
  • Engaging formats television and radio can create emotional connections through storytelling, visuals, and sound
• Cons:
  • High costs producing and distributing content through traditional channels can be expensive (TV ad production, print ad space)
  • Limited interactivity traditional media offers little opportunity for audience engagement or two-way communication
  • Declining audiences as digital media grows, some traditional channels are seeing a decline in audience size and attention
  • Fragmented attention it's harder to capture and hold audience attention in a crowded media landscape
  • Difficulty measuring impact traditional media metrics like ratings and circulation don't always provide a clear picture of ad effectiveness or ROI

Measuring Traditional Media Impact

• Ratings services like Nielsen measure TV and radio audiences through surveys and meter-based tracking
  • Provides data on audience size, demographics, and viewing/listening habits
  • Used to set advertising rates and make programming decisions
• Circulation audits measure the distribution and readership of print publications
  • Audit Bureau of Circulations (ABC) verifies circulation numbers for newspapers and magazines
  • Used to set advertising rates and demonstrate reach to potential advertisers
• Advertising effectiveness studies measure the impact of ad campaigns on brand awareness, perception, and sales
  • Surveys and focus groups gauge audience recall and response to ads
  • Sales data can be analyzed to track the impact of ad campaigns on product purchases
• Out-of-home media measurement tracks the visibility and effectiveness of outdoor advertising
  • Metrics include daily effective circulation (DEC) which estimates the number of people who see an ad each day
  • Eye-tracking studies and surveys measure attention and recall of outdoor ads
• Challenges traditional media measurement is facing increasing scrutiny and competition from digital measurement tools
  • Ratings and circulation numbers don't always capture the full picture of audience engagement
  • Advertisers are demanding more granular data and proof of ROI which traditional metrics may struggle to provide

Traditional vs. Digital: The Media Showdown

• Audience reach digital media offers the potential for global reach while traditional media is more limited by geographic and technological constraints
  • A TV ad is limited to the network's broadcast area while a YouTube video can be viewed worldwide
• Targeting capabilities digital media allows for more precise targeting based on user data and behavior (search history, social media profiles) while traditional media relies on broader demographic targeting
• Interactivity digital media is built around two-way communication and user engagement (comments, shares, likes) while traditional media is primarily one-way
• Content format digital media encompasses a wider range of formats including text, audio, video, and interactive content while traditional media is more limited by its delivery channel (print, broadcast)
• Measurement and analytics digital media provides detailed, real-time data on user behavior and ad performance while traditional media measurement is less granular and less timely
• Cost and accessibility digital media often has lower barriers to entry and production costs compared to traditional media which requires significant upfront investment
• Credibility and trust traditional media benefits from established credibility and trust built over time while digital media is still building trust and fighting misinformation
• Complementary roles despite their differences, traditional and digital media can work together in a media mix to reach and engage audiences (TV ads driving viewers to a website, print ads featuring social media handles)

Future of Traditional Media

• Adapting to digital disruption traditional media companies are investing in digital platforms and partnerships to stay relevant (newspapers launching podcasts, TV networks offering streaming services)
• Emphasis on quality content as digital media floods the market with content, traditional media can differentiate itself by focusing on high-quality, well-researched, and professionally produced content
• Niche targeting traditional media may shift away from broad mass-market appeal and instead focus on serving specific niches and loyal audiences (local news, industry-specific publications)
• Integration with digital traditional media will continue to integrate digital elements into its offerings (QR codes in print ads, social media tie-ins for TV shows)
• Personalization traditional media may adopt some of the personalization techniques used by digital media (targeted TV ads based on viewing history, personalized print subscriptions)
• Experiential offerings media companies may create more immersive, experiential offerings that capitalize on their unique strengths (live events, behind-the-scenes access, exclusive content)
• Collaboration and partnerships traditional media outlets may form partnerships with each other or with digital platforms to share resources, expand reach, and offer integrated advertising packages
• Focus on trust and credibility in an era of fake news and misinformation, traditional media's reputation for accuracy and integrity may become an even more valuable selling point