As a Millennial-Gen Z hybrid, my life revolves around digital platforms. I haven’t owned a TV in years and only ever listen to the radio when it’s playing in a café or taxi. Given that reality, I sometimes catch myself thinking, “Who still cares about traditional media?” It feels like everything important happens online now—whether through social media, digital publications, or influencer marketing. But when I look at the wider world of business, especially the startup scene, I realise it’s not that simple. Startups and their audiences vary greatly in their media consumption habits, and the question of whether traditional media is dead or just irrelevant to certain groups is far more nuanced than it first appears.
Defining Traditional Media in a Modern Context
Before diving in, it’s essential to define what we mean by traditional media. Typically, this refers to print, radio, and television—platforms that were the go-to sources of information for decades. They are often seen as one-way communication channels, broadcasting content to a mass audience with little interactivity or feedback. In contrast, digital platforms, particularly social media, are two-way streets where brands and consumers can engage in real-time conversation.
For many in my age group, traditional media seems like a relic from another time. Print newspapers have been in a steady decline, and linear TV programming struggles to compete with on-demand streaming services like Netflix and YouTube. Yet traditional media hasn’t disappeared; it’s just evolved. Most major print and broadcast outlets have expanded into digital spaces, offering online editions, mobile apps, and social media accounts. So, when we talk about traditional media today, we’re often referring to these legacy brands’ digital iterations as well.
Startups and Their Relationship with Traditional Media
So, do startups care about traditional media in this day and age? The answer, it seems, depends largely on the industry they operate in and the audience they’re trying to reach.
For some sectors, traditional media still holds significant value. Take fintech startups, for instance. These companies are often targeting a slightly older, wealthier audience that values trust and credibility above all else. In such cases, a mention in a respected outlet like The Wall Street Journal or The Financial Times is far more impactful than a viral TikTok video. Traditional media offers a level of gravitas that social media influencers and digital platforms simply can’t match, at least not yet.
In industries like B2B, traditional media also continues to play a crucial role. Startups in these sectors often aim to build long-term relationships with other businesses or stakeholders, many of whom are older and still rely on conventional news sources to make informed decisions. Here, securing a feature in an established industry magazine or getting airtime on a respected business news channel can make or break a company’s reputation.
Traditional Media’s Role in Building Credibility
One reason why traditional media remains relevant for certain startups is the credibility it offers. In a world where information spreads faster than ever and fake news is a constant concern, appearing in a respected newspaper or on a well-known television programme can lend a brand a sense of legitimacy.
For younger companies that are still trying to prove themselves, particularly in industries where trust is paramount—like finance, healthcare, or law—a traditional media endorsement can be a game-changer. Being featured in The New York Times or BBC News tells potential customers, investors, and partners that your business is worth paying attention to.
While digital influencers and social media platforms certainly have their place, they don’t always offer the same sense of permanence or trust. A viral tweet might give a startup a quick boost in visibility, but a feature in The Guardian has staying power. People still turn to traditional media outlets when they’re looking for in-depth analysis or expert opinion, and startups that manage to secure such coverage often see long-term benefits.
The Importance of Audience Segmentation
Ultimately, the decision of whether or not to prioritise traditional media in a PR strategy comes down to one critical factor: the audience. Every startup has a target demographic, and understanding how that audience consumes media is essential to making informed marketing decisions.
For instance, if a startup is trying to reach Baby Boomers or Gen X consumers, traditional media might still be one of the most effective ways to do so. These generations grew up with newspapers and television as their primary sources of information, and many continue to rely on these platforms even in the digital age. In this context, getting a mention on the evening news or securing a feature in a major newspaper could lead to a significant boost in brand recognition.
On the other hand, if a company is targeting Gen Z or younger Millennials, traditional media might not have the same impact. These generations have grown up in a digital-first world, where social media, podcasts, and video platforms dominate. They’re more likely to follow influencers than read a newspaper, and they expect brands to engage with them in real-time through interactive platforms. For these audiences, traditional media can seem distant, impersonal, and outdated.
The Case of Consumer Goods and Entertainment Startups
For startups in industries like consumer goods, fashion, or entertainment, the landscape is vastly different. These brands are often trying to build a buzz around their products, and social media is the ideal platform for that. TikTok, Instagram, and YouTube allow for direct, immediate interaction with consumers and the possibility of going viral overnight.
In these industries, traditional media can feel out of step with the fast pace of digital culture. A TV commercial or print ad in a magazine can take weeks to produce, while an Instagram post or TikTok video can be created and shared in a matter of hours. The immediacy of social media gives these startups the ability to react quickly to trends, engage with their audience, and experiment with their branding in ways that traditional media simply can’t accommodate.
That said, even for consumer brands, traditional media shouldn’t be entirely discounted. While digital platforms offer exciting opportunities for engagement, traditional media still has a role to play in building a brand’s reputation and establishing its presence in the market. A startup that can secure coverage in both traditional and digital media is likely to reach a broader and more diverse audience than one that focuses exclusively on social media.
Digital vs. Traditional Media: It’s Not Either/Or
The conversation around traditional media often becomes polarised, with people assuming that brands must choose between traditional and digital platforms. But the truth is, most successful startups today use a mix of both. Digital and traditional media are not mutually exclusive; in fact, they often complement each other.
For instance, a startup that gets featured in a major newspaper or on TV can leverage that coverage on its digital platforms. Clips from a TV interview can be shared on social media, driving engagement and extending the life of the content. A feature in a respected newspaper can be turned into a blog post or newsletter, giving the brand additional opportunities to connect with its audience.
Similarly, digital content can help traditional media outlets reach younger audiences who might not pick up a physical newspaper or tune into a scheduled TV programme. Many traditional media brands now have a strong presence on social media, sharing articles, videos, and other content directly with their followers. This convergence of traditional and digital platforms has created new opportunities for startups to engage with their target audience in multiple ways.
Startups and Digital-Only Strategies
That said, there are certainly startups that have chosen to focus exclusively on digital channels, and for many of them, this approach has been incredibly successful. Direct-to-consumer (D2C) brands, in particular, have thrived by building their entire business models around digital marketing and social media.
These companies often rely heavily on influencer marketing, online communities, and targeted digital ads to reach their audience. They may have little interest in pursuing traditional media coverage because they’ve found that digital platforms offer a more cost-effective and immediate way to engage with consumers. For some, traditional media simply doesn’t fit with their brand ethos or the way their customers consume content.
But even for startups that have built their brands on digital platforms, traditional media can still offer value. Appearing in a respected newspaper or on a well-known TV programme can help to legitimise a brand in the eyes of older consumers, potential investors, or partners who may not be as easily reached through social media.
Traditional Media’s Future: Adaptation and Integration
So, is traditional media dead? Not exactly. While it’s certainly evolved and no longer holds the same monopoly on public attention that it once did, traditional media still has a place in the broader media ecosystem. The key to understanding its role today lies in recognising that traditional media is no longer confined to print newspapers and broadcast TV. It has adapted to the digital age, with most major media outlets now offering their content online and through various social channels.
For startups, the challenge is not to decide whether to use traditional or digital media, but to figure out how best to integrate both into their PR and marketing strategies. By leveraging the credibility of traditional media alongside the immediacy and engagement of digital platforms, startups can reach a diverse audience and build a stronger, more resilient brand.
In the end, traditional media isn’t dead—it’s just not the singular force it once was. It’s up to each startup to determine whether and how it fits into their strategy. As we move further into the digital era, the most successful companies will be those that understand the value of both traditional and digital media, and know how to use them in tandem to achieve their goals.
