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In the last decade the media world has changed in ways few of us could have imagined. Warhol would be proud. Not long ago traditional media and marketing was the only avenue to get your message out there. When it came to the media, a handful of editors and producers decided what was covered. Now all of that has changed, the floodgates have opened. The internet has not only changed what the media covers, it makes news. The media terrain has morphed. Although there are more avenues and outlets, the market has become so diffused that it’s more and more challenging to find venues that:

1) Give real information

2) Reach a specific audience or market

3) Have a strong audience base

4) Meet your media goals

TV shows and print publications used to be the public’s main sources for news, politics, entertainment and information. Although they are still incredibly important, they no longer have the reach or the impact they once did. Those outlets once served as the primary venues for exposure and media coverage. They are still tremendously important and need to be a part of your promotional or marketing campaign, but they are now only one part of the media mix.

The traditional media outlets are morphing, and online, social media avenues are growing on a daily basis. Whereas many newspapers are folding and more information is going online, simply promoting yourself or your company on the internet is not the end-all marketing-wise. Internet marketing and social media are important, but those avenues do not offer the validation and legitimacy of appearing in the traditional media. The net is democratic, anyone can post information online. The downside is that there is very little vetting and fact checking. Overall, the internet is the Wild West of information. Marketing online may get your message out there, but simply being on the net is not enough. That type of exposure seldom offers you the credibility or validation that being featured in a TV, magazine or newspaper news story will.

You want the reach of the net with the credibility of traditional media. The most effective approach is a strategic marketing mix. You can reach your target market and gain validation and credibility through effective PR, and then utilize your coverage in the mainstream media on the Internet to amplify and maximize your message. You need a comprehensive, inclusive marketing strategy that includes the new and the old media in order to build your business, land more customers and make more money.