Old School Media: A Simpler, Better Time?

Merriam Webster defines the word medium as “a particular form or system of communication (such as newspapers, radio or television).” Notice how they still list the old school media in the parentheses? Radio, newspapers and television: the beginning of mass media. These ways of communication are still relevant today, but thanks to social media and new technology it’s now at our fingertips. However, that doesn’t seem to matter. According to some statistics, we still prefer the old school methods. 

 

Although lots of newspaper companies had a big fallout in readership and were forced to let go of thousands of staff a few years back, Scarborough Research noticed an increase in readership last year in print and online. “The vast majority of U.S. adults, 164 million (69%), read newspaper media content in print or online in a typical week, or access it on mobile devices in a typical month,” (naa.org). So while printed newspapers may not be the main medium of readers, there is still an audience for newspaper companies online. Whether you’re reading in front of your breakfast on that black and white paper or on your tablet screen, you are still reading from an “old school” medium.

 

Radio advertisements still reach 243,768,000 every week (RAB.com)! Honestly, some social platforms still don’t have those numbers. I still listen to the radio in my car to and from work. Now, I change the station if there is a commercial playing, but that doesn’t mean I’m not in ear shot of that radio ad. Same thing with Facebook impressions; you may keep scrolling, but that ad was in your news feed and is still accessible. The ad is still doing its job.

 

After radio came the magic of the Television. My grandpa still had a little Technicolor screen with a turn dial switch up until he moved in with my aunt and he was introduced to more than 13 channels. Even then, he still watched the news and Matlock every day. Bet you wouldn’t believe that watching videos on TV is still the most common medium today (Nielsen.com). We have smart phones, tablets, and computers and consumers still watch more than an average of 146 hours of TV each month (Nielsen.com).

 

The point is, we started out with 3 stations on the radio, 13 channels on our TVs, and today we have unlimited channels, stations and all kinds of technology at our fingertips. But we still prefer the old school methods of media. Maybe, we prefer that simpler time we grew up with? Maybe social media is still too new and one day will replace the old media?

 

What do you think? What’s your preferred medium to use? Why do you think statistics for old school media are so high? Tell us in a comment below!  

 

 

This post was written by Ginger Marks. Ginger is a Social Media Community Specialist with Media Connect Partners.

Statistics from: Nielsen.com, RAB.com , and NAA.org