Why Radio, TV and Print Will Survive the Rise of the Internet
With over three decades of experience in marketing and PR, in the last few years I have been awed and excited by the new opportunities afforded by the Internet. The explosion of Internet applications, such as Facebook, YouTube and Twitter, to name a few, has shifted and expanded the world of marketing and PR, and it will never be the same.
But, don’t expect the traditional media – newspapers, radio and internet TV – to disappear any time soon. Those who predict the death of traditional media could not be more wrong! In truth, the only very successful marketing campaigns must now embrace ALL media avenues, both offline (traditional) and online.
Irish playwright Eugene O’Neil once wrote, “There is no point or future, only the past occurrence over and over again – now.” That is what is happening with radio and, in fact, with all other traditional media now world thrown and twisted into the dead pool because of the rise of the Internet. In fact, the death of radio has been predicted on numerous occasions with the advent of 8-track cartridges, MTV, satellite broadcasting and the Internet…experts have claimed each would make radio obsolete or irrelevant.
But radio and movies are yet here. Instead of death, radio evolved and embed a new ecological niche. It would never again be the center of our lifetime rooms, where families would gather to be entertained and informed, but it would survive as a music medium. like a shot, radio is as strong as ever – and even with a huge maturation in the talk radio landscape!
Traditional media should still be the lynchpin of your efforts, but MUST be conjunct with online marketing and PR for maximal exposure. If you don’t cover all the bases, you will have missed the terrific cross-marketing opportunities enjoyed by savvy marketers who’ve embraced the synergy of a campaign that combines offline and online strategies!
And I suppose that’s my point. As marketing gurus talk up the importance of social media marketing, search engine optimization, strong Web sites, blogging and other Internet-centered activities, we can’t omit traditional media from our marketing and PR strategy. People still listen to radio. People still watch live internet TV. People still read print publications (both offline AND online). They are STILL the media, and they are NOT on life support.