Who are the traditional media?

What is traditional media?

You’ve likely heard the term “traditional media” before, but what does it really mean? Simply put, traditional media is the long-established forms of mass communication, such as print (newspapers and magazines), broadcast (TV and radio), and sometimes outdoor advertising (billboards, posters). While we live in an age dominated by digital media, traditional media still plays a significant role in how we consume information.

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Why is traditional media important?

Wide reach
Traditional media like TV and radio connect with millions, including less digitally active audiences, making it a key tool for brand awareness in non-digitally native audiences.
Credibility
Traditional media outlets are trusted more than some digital sources due to their established reputations.‍
Proven Impact
TV, radio, and print ads and earned media coverage continue to deliver strong ROI, especially for large campaigns.

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Who are the ‘traditional media?’

Most people who refer to ‘the media’ are referring to the traditional media organisations involved in journalism. These can be split into: print (the oldest form) and broadcast. Each type of media organisation communicates information in a different way, and often to different audiences too. We’ve summarised each of them below.

Traditional Media #1 - Print Media

Print media, one of the oldest forms of traditional media, includes newspapers and magazines. For instance, if you pick up a copy of The Financial Times or WIRED at your local newsstand, you're engaging with old media in print form. While print media is now consumed by the smallest audience compared to other forms of traditional media, it remains a time-honored and trusted source of information.

Print journalism is generally divided into two key roles: editors and reporters. Reporters, sometimes called correspondents when covering specific topics or regions, are primarily responsible for creating content. Editors commission and edit the work of reporters, ensuring the content is of high quality and meets editorial standards. Sub-editors assist in fine-tuning articles before publication. Despite its smaller audience today, print media continues to hold significant influence in the realm of traditional media.

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Traditional Media #2 - Broadcast Media

Broadcast media, which includes radio and television channels, is another major component of traditional media. Whether you're tuning in to Nick Ferrari on LBC or watching Panorama on the BBC, you’re consuming broadcast media. Broadcast remains the most popular form of media, with around 75% of the UK population relying on TV for news.

Broadcast journalism roles are varied, and include researchers, who gather information for upcoming stories; planners, who organize the stories and select guests; producers, who oversee various elements of production; and presenters, who deliver the stories to the audience. Iconic figures like Emily Maitlis and Naga Munchetty are examples of presenters in the world of broadcast media.

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Traditional Media #3 - Radio

The UK boasts one of the strongest regional radio networks, offering a unique opportunity to engage with local audiences. Surprisingly, 89% of adults listen to the radio for an average of over 20 hours per week. This presents a tremendous opportunity to increase brand awareness through traditional media outlets.

Both BBC and commercial radio networks offer significant opportunities, each with their unique approach. Whether it's BBC Radio 5 or BBC Radio Devon, understanding where your target audience is listening is crucial for crafting a tailored message. Radio focuses heavily on local, community-driven stories, so if your business aligns with their focus, securing an interview or guest speaker slot can greatly enhance your visibility.

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