Who are the traditional media?
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Traditional media refers to the long-established channels used to share news, information, and advertising, including newspapers, magazines, TV, and radio. Even in a world dominated by digital media, these channels remain highly influential, trusted, and effective for Startups looking to build credibility and reach large audiences.
If you’re a Startup and you’re thinking, “Is traditional media still worth investing in?” or “How can we use print, TV, and radio to grow our brand?”, you’re not alone. This guide explains why traditional media still matters for Startups and scaleups, and how it can support product launches, funding announcements, and building brand credibility.
By the end of this article, you will understand:
- What traditional media is and why it matters
- How Startups can use it effectively
- The key types of traditional media and who works within them
Key takeaways – Traditional media explained
1. Traditional media includes newspapers, magazines, TV, and radio.
2. It reaches audiences beyond social media or online channels.
3. Builds credibility and trust for Startups and scaleups.
4. Effective for launches, funding announcements, and brand campaigns.
5. Success depends on knowing how to pitch, who to reach, and having a PR plan.
6. Traditional media remains vital when combined with a PR strategy that includes new media.
What is traditional media?
You have probably heard the term “traditional media” before, but what does it actually mean? Simply put, it is the old-school channels used for decades to share information: newspapers, magazines, TV, and radio. Sometimes it also includes outdoor advertising such as billboards and posters.
Even in a world dominated by digital media, traditional media still plays a significant role in how people consume news and evaluate brands.
Why traditional media still matters for Startups
1. It reaches a wide audience
TV and radio connect with millions of people, including those who are not online all the time. This makes traditional media ideal for brand awareness beyond social platforms or search engines.
2. It is trusted
People generally trust traditional media more than some online sources. Established reputations, editorial standards, and fact-checking give your brand a credibility boost.
3. It delivers results
TV, radio, print ads, and editorial coverage still generate results, especially for launches, funding announcements, or brand campaigns.
Of course, you need to do it right — poor planning can waste time and money
Who counts as “traditional media”?
When people say “the media”, they usually mean journalists and editors working at traditional outlets. These professionals operate in print and broadcast, each with unique audiences, formats, and processes. Knowing how they work is key to getting coverage.
Traditional media #1: Print
What is Print?
Print is the oldest form of media — think newspapers and magazines.
If you pick up a copy of The Financial Times or WIRED, you are engaging with traditional print media. Print has a smaller audience than TV or radio but remains highly respected and influential.
How it works
- Reporters research and write stories
- Editors commission and polish content
- Sub-editors refine articles and ensure accuracy
Print is especially effective for thought leadership, funding announcements, and industry authority.
Traditional media #2: Broadcast (TV)
What is Broadcast TV?
Broadcast media includes TV news, documentaries, and current affairs.
From Panorama to rolling news channels, TV reaches a huge audience — combined broadcast and broadcast video‑on‑demand still reaches around 70 % of UK adults as a source of news. - News Consumption in the UK: 2024)
How it works
- Researchers find stories and background information
- Planners schedule coverage and guests
- Producers manage production
- Presenters deliver stories on screen
Some well-known broadcasters include Nick Ferrari on LBC, Jeremy Vine on BBC Radio 2
Traditional media #3: Radio
What is Radio?
Radio is a versatile audio medium that delivers news, music, talk shows, podcasts, and audiobooks, keeping audiences informed, entertained, and engaged wherever they are.
Radio also remains surprisingly powerful;
According to the latest Ofcom's Communication Market Report 2024, nearly 9/10 adults tune in to radio each week, with the average listener tuning in for around 20.5 hours per week — highlighting that traditional broadcast radio still reaches broad audiences. (Ofcom, 2024)
This makes radio ideal for local storytelling, expert commentary, and community engagement. Whether it is national shows like BBC Radio 5 or regional stations like BBC Radio Devon, knowing where your audience listens is key.
How Startups can use traditional media alongside 'new media'
A strong PR Strategy should generally include both 'Traditional' and 'New Media'
Traditional media is a powerful way for Startups and scaleups to build trust and stand out in a crowded market. Its impact skyrockets when paired with new media channels like social platforms, blogs, and digital PR, creating a one-two punch that maximises reach, boosts credibility, and drives engagement.
“Traditional media has long been key for success in PR and marketing. Getting your brand mentioned in newspaper articles and television pieces is essential in terms of brand awareness and attracting new customers — even as social media and digital platforms offer immediacy and interactivity.” — Cision (cision.co.uk)
Coverage can help you:
- Reach new audiences
- Boost credibility with third-party validation
- Support launches, funding announcements, or growth milestones
To get the best results, ensure PR responsibility is clear, and use the right tools to combine traditional and new media efforts effectively
FAQs about traditional media
What counts as traditional media?
Print newspapers, magazines, TV, and radio — basically anything that existed before social and digital media.
Is traditional media still relevant for Startups?
Yes. It is great for building credibility, trust, and reaching audiences outside social channels.
What is the difference between traditional and new media?
- Traditional media: Print and broadcast (TV, radio)
- New media: Digital-first platforms, blogs, social media, podcasts
Do I need a PR strategy before approaching traditional media?
Absolutely. Without a strategy, your pitches often fall flat.
