We all agree that media is changing – “ing”, not “ed”.
So it still makes sense to consider both options for our limited marketing and startup budgets.
So here’s a simple summary of each:
Old media
Costs a lot, but is really quick. Reaches people who might not have been looking for you. Leverages solid infrastructure so demands less human capital. But has a high wastage rate. Suits mass markets
New media
Usually free, and reaches those who are seeking you. Can be quick, but only for the lucky few who nail ideas people want to spread. Uses fragmented infrastructure so requires more man hours. Leaves a digital footprint and so effort compounds. Suits niches.
Until old & new media fully merge, we need to allocate budgets. But it’s also important we remember we can replace money with time when we are financially constrained.