As millennials have aged, many have turned away from traditional media and gravitated toward digital media to stay informed. Research shows that both Gen Z adults and millennials are much more likely than older generations to rely on social media for their news, sports highlights and more. A survey from 2022 found that Gen Z consumers were significantly less likely than older age groups to listen to the radio or watch television for news, and close to 60% said that they never read newspapers.

As a millennial myself, I also rely on social media for a vast majority of my news. However, there is something about sifting through a crisp newspaper that still appeals to me. My parents — who are baby boomers — remain steadfast in getting The Washington Post and New York Times delivered every morning, and whenever I visit, I enjoy sitting in the living room loveseat, coffee in hand, while scanning the latest headlines. And I know I can count on the veracity of the content.

Although there are many benefits to new forms of media, traditional media still holds tremendous value for communicators. Here are four reasons why print and broadcast still matter:

1. There remains trust in traditional media. Despite the fact that U.S. adults under age 30 have growing trust in information from social media, findings from Pew Research Center show that adults of all ages remain more likely to trust information from local and national news organizations. Clickbait on social media can spread misinformation, and people feel deceived and misled when they pursue an enticing headline only to discover it has no news value at all. In addition, AI-generated images and videos are increasingly appearing on social media platforms. Readers consistently turn to print and broadcast for reliable, in-depth information, where paid journalists (and their editors) have the responsibility to vet and verify information. Reporters, of course, can make mistakes, but they are held accountable by their colleagues and there have been several instances where reporters have publicly acknowledged their factual errors.

2. Traditional media holds more advertising credibility. In a 2021 survey of U.S. adults, nearly half said they trust print, television and radio ads. Only 19% of respondents said social media ads were trustworthy. Gen Z consumers also view television and print advertisements as more trustworthy than what they see in the margins of social media pages and other internet websites. While digital media may do a better job of capturing the attention of consumers, traditional media remains the most credible. Using these channels for advertising about campaigns and products still poses a huge opportunity for brands.

3. Traditional media amplifies diverse voices. Traditional media can amplify diverse voices of minority groups, such as Black, Hispanic, and LGBTQIA+ communities. Magazines and newspapers tailored to these groups provide a sense of community and identity. They offer a platform for voices and stories that are underrepresented or overlooked in mainstream digital media. This representation not only boosts readership within these communities, but also fosters a greater understanding and appreciation of diverse cultures and perspectives among the broader audience. Although there are digital media websites with a similar goal of reaching minority groups, they may be not as readily accessible to people in a given community and instead require a proactive search to find. Radio remains particularly effective in reaching minority audiences. In a given month, radio reaches 91% of Black consumers and 94% of Hispanics.
4. Traditional media drives citizen engagement. Local print and broadcast media can bring together people in a community, showcasing opportunities for community connection and raising awareness on how policy issues may impact readers and their neighbors. It can’t be assumed that everyone can get information online. Although most Americans use the internet, 20% of U.S. adults say they do not subscribe to a broadband internet service at home. Local print and broadcast news outlets play a critical role in disseminating information during crisis events, holding corporations and public officials accountable, and driving citizen engagement. Research shows that loss of local news can have a dangerous impact on our democracy. In recent years, people have rallied together to save local newspapers on the verge of demise, showing what an important role these traditional outlets play in a community.

Those of us in the communications field are leaning into the changing media landscape, but we must never underestimate the influence of traditional media. To stand out from the noise, our clients must make use of both traditional and digital media in their communications — and it is up to us to determine how best to execute on this “blended” approach for a fully aligned and successful campaign strategy.