How New Media Enhances, Not Hurts, Traditional Media

The term “traditional media” sounds like something one’s grandparents may have used back in the good ole days. But in a business context, traditional media refers to the evolution of ways we access news and information for our work interests and free time passions.

Traditional media was a daily newspaper with a thick sports section filled with lots of ads for tires and used cars. Traditional media was having three or four local TV affiliates of major broadcast networks. Traditional media meant lots of local TV ads during the news, weather and sports. Traditional media meant thick weekly news magazines, Reader’s Digest and TV Guide.

Now we have something called “new media,” a term that refers to anything that includes the words digital, social, streaming, data and content. For nearly 20 years, new media people have claimed to be disrupting the traditional media titans. However, in reality, new media is turning to traditional media to help them find sustainable channels of growth. Facebook, Google and Twitter are constantly experimenting with how to pay for streaming sports and other live events so that TV viewers will have something to be social about.

Even at work, we don’t find new media killing old media. For example, consider what you’re doing right now. You are reading a blog post, one of the many you might run across during the day. In this case, the post you are reading is from a media company that publishes magazines, produces webinars, conducts major research studies, hosts countless live events, etc. It’s from a company that cares about your industry and profession.

For BNP, there has been very little killing off of media in the new media era. Rather, there has been a lot of creative evolution and experimentation during the past two decades to determine how media—both new and old—can best be used to serve the B2B marketplace.

Magazines provide the broader context for the news, while websites, blogs, social updates and tweets keep us up-to-date. Monthly magazines, news feeds and expert blog posts are finding their unique place and role in today’s media tapestry. Admittedly, as a marketer, it can be a challenge to keep up with it all and determine what’s hype or a passing fad.

When it comes to professional and B2B media, the tradition of traditional media continues to serve as the foundation for the new of new media.

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