By Dan Ahern
Remember last year’s election? While it may not be a topic that we’re eager to revisit, it provides a fascinating lens through which to examine the evolving dynamics of media and its impact on brand strategy.
Some of the buzz surrounding the outcome of the 2024 US presidential election has been about the candidates’ dueling podcast strategies, and by extension, the impact of “new media” and the waning of “legacy media” as pathways to reach mass audiences.
What’s worth exploring is why, when it comes to brand communications, the perceived divide between new media and legacy media—or “digital” and “traditional”— is not a divide at all.
It’s not a choice between one or the other. Instead, the relationship between traditional and digital media is a complex, interconnected ecosystem. This balance is crucial in a world overflowing with information, and for many brands in 2025, traditional and digital media not only will coexist, but they will complement each other to maximize reach and impact.
Here’s why.
What Are Traditional and Digital Media?
In recent years we’ve seen dramatic changes in the media landscape and the way that people consume and share news and information. For companies and brands, this has profound implications. It means that we have to find entirely new ways to tell our stories. New channels, new tools, new approaches…and new rules of engagement. At our agency, we believe that the most effective way to navigate this new landscape is to embrace the concept of “transmedia storytelling.”
For the last decade, there has been a shift in the sheer number of channels and outlets. Not too long ago our media habits were still shaped by a handful of influential publishers and broadcast networks. That was true in most markets. The media landscape was dominated by a few big television networks, a couple of large-circulation newspapers, and a select group of influential magazines and radio stations.
Traditional media includes all outlets that existed before the advent of the Internet—TV, print newspapers, magazines, and radio. These have long been pillars of information and entertainment for the masses. For example, legacy newspapers like The New York Times continue to set benchmarks in investigative reporting while transitioning to a hybrid model.
Today, the Internet, the explosion of social networks, globalization, bloggers and citizen journalists have given rise to what seems like an infinite number of media choices and channels, from niche to mass. The good news here is that we have so many more places to tell our stories. The bad news, of course, is that it’s crowded…REALLY crowded…so it’s much harder to break through all of the noise and clutter.
Digital media, encompasses new media outlets such as online publications, social media platforms, blogs, and podcasts. Digital-first platforms like BuzzFeed and Vice Media thrive on immediacy, interactivity, and the ability to adapt quickly to changing trends, a format which, of course, most legacy media outlets now mimic.
The big change that digital media ushered in, is the way that we access our news and information. Today, we’re just as likely to be getting news from our smartphones and tables as we are from our TVs and laptops. While the Internet has given rise to an explosion of media channels and platforms, it’s also given every brand and company the opportunity to act like a media company. Companies and brands no longer have to rely entirely on third parties to tell their stories; they can use their own websites, landing pages, social media, apps, blogs, videos, and slideshows. They have myriad opportunities to create, curate, publish and distribute content directly to the audiences that matter most.
The Benefits of Both for Your Brand
Some brands feel compelled to choose between traditional and digital media, but really they need to recognize that traditional media has not aged out of the conversation. Together, traditional and digital earned media create a layered strategy that maximizes reach and impact.
Traditional media offers unparalleled credibility and a broad audience base, making it an essential tool for establishing trust. For instance, a segment on CBS News can provide legitimacy to a product launch or corporate announcement.
Digital media complements this with its ability to engage audiences in real-time. Social media platforms like Instagram and TikTok have become indispensable in building audiences and connections through short-form content, while podcasts provide intimate, in-depth, long-form storytelling opportunities.
Despite early doomsday predictions that social media would kill traditional media, social networks are breathing new life into traditional print and broadcast media, as people “like” and retweet mainstream media stories each day. Understanding how stories get “socialized,” or shared and amplified via social platforms, is important. Traditional journalists are paying attention, too: they have a strong vested interest in seeing their own stories get “liked” and shared.
Don’t Pigeonhole Your Target Audience
We’re suckers for a good story. Whether it’s delivered online or offline, in a YouTube video or a Hollywood blockbuster, as a corporate saga or a more intimate narrative, we’re all drawn to the well-told story with memorable characters and unexpected plot twists, conflict and resolution. As marketers and communicators in a digital age, let’s not lose sight of that.
For brands targeting Gen Z, traditional media might seem outdated. However, TV segments or print magazine features can still attract parents and grandparents who influence the purchasing habits and choices of their children and grandchildren. Moreover, appearing on a network like NBC can serve as a steppingstone for broader digital opportunities (i.e., a podcast producer who sees your NBC segment reaches out about an interview).
On the flip side, for brands targeting older audiences, digital platforms still present an opportunity to establish a foothold with younger consumers. Establishing brand loyalty is a multi-generational process, and a 45-year-old making a purchase may look back on an ad campaign that captured their attention in their twenties.
Take the insurance industry, for example. The Geico gecko, Jake from State Farm, and Allstate’s “Mayhem” character didn’t become household names by accident. These brands understand the value of cross-generational appeal and have skillfully leveraged both traditional TV advertising and a range of digital channels to extend their reach. From social media campaigns and digital out-of-home ads to online banners and strategic ad placements, they’ve left no stone unturned in ensuring their mascots remain cultural touchpoints.
While these examples constitute paid media strategies spearheaded by multi-billion-dollar brands, the lessons here apply universally. Brands of all sizes can capture attention and drive engagement through creative, integrated strategies.
2025: All About Holistic Brand Marketing
To be effective storytellers in this environment, we need to leverage the power of traditional media to ensure that stories reach broad, mainstream audiences. We need to incorporate search-savvy digital media and aggregators to amplify our stories. We need to make our stories more sharable and drive consumer engagement – including mobile engagement – via social media, and we need to make better use of owned media assets – corporate and brand websites and mobile apps – to tell stories in a more controlled and compelling way.
The key to success in 2025 lies not in choosing between traditional and digital media but in integrating them into a cohesive strategy. Holistic marketing ensures your brand meets audiences where they are, using both traditional and digital channels to amplify your message.
As a full-service communications agency, we can assess your unique needs and guide you on where to invest your resources, time, for maximum impact. Whether that means a broadcast media campaign, social media messaging, or a strategic digital push, the choice isn’t “either/or” but “how to make it all work together.”
The future of media is intertwined, not divided. If you’re looking to leverage strengths of both traditional and digital platforms, we can help you your brand activate a strategy that resonates with audiences across generations and builds lasting connections. With a thoughtful, integrated approach, you’ll not only stay relevant but thrive as the traditional-digital seesaw evolves.
