R093 · 01 Traditional Media

Newspapers, magazines, radio and TV – why they still matter in a digital age.

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Traditional media such as newspapers, magazines, radio and TV

Traditional media includes print, radio and broadcast TV. It still reaches huge audiences and feels professional and trustworthy, even in a world full of apps and social media.

What is Traditional Media?

Traditional media refers to older, established forms of mass communication such as newspapers, magazines, radio, posters, billboards and broadcast television. These channels existed long before the internet and social media.

Messages are usually one-way: the audience receives information but cannot easily respond or interact. Traditional media is often controlled by large organisations, which can make it feel more credible and trustworthy.

Key points you must remember

Traditional Media at a Glance

Use this infographic to remember the main types of traditional media and how they are used in campaigns today.

Types of Traditional Media

Channels that existed before the internet and social media.

  • Print: newspapers, magazines, flyers, posters, billboards.
  • Broadcast: TV and radio adverts, sponsorship idents, programme trailers.
  • Outdoor: bus stops, transport adverts, building wraps, shop signage.
  • Cinema: adverts before films, special event screenings and trailers.
  • Direct marketing: posted leaflets, catalogues and door drops.
  • Exam link: be ready to name at least three examples in 1–3 mark questions.
Print · Broadcast · Outdoor

Strengths & Limitations

When traditional media is still powerful – and what holds it back.

  • Strength – mass reach: TV and national print can reach millions quickly.
  • Strength – perceived trust: established channels often feel more credible.
  • Limitation – low interactivity: mainly one-way communication.
  • Limitation – cost: TV, radio and large outdoor campaigns can be expensive.
  • Modern campaigns: often mix traditional with new media (social, web, apps).
  • Exam tip: say how a traditional method reaches the audience and why it suits the product.
Reach · Trust · Cost

Video Overview

Traditional Media revision video on YouTube
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Watch on YouTube R093 · Traditional Media

iMedia Matters Podcast

Flashcards & Mind Maps

For flash cards and mind maps, use our NotebookLM for this topic. It includes quick-fire revision prompts and visual links between key ideas.

📘 Open NotebookLM for Traditional Media

Games to Practise Traditional Media

Use these games to test your knowledge of traditional vs new media, platforms and how products are delivered to audiences.

All topics

iMedia Genius

Mixed questions on the whole R093 spec, including traditional and new media, job roles, planning and legal issues.

Exam-style Whole spec
Knowledge · Reasoning
▶ Play
Media industry

Sector Sorter

Sort products into traditional vs new media sectors and link them to examples like TV, radio, magazines and websites.

MCQs Sectors
Recall · Classification
▶ Play
Distribution

Distribution Dash

Match campaigns to the best mix of traditional and digital platforms to reach specific audiences.

MCQs Platforms
Application · Suitability
▶ Play

Exam Practice – Traditional Media

Q1. Define “traditional media”. (1 mark)

Technique: Give a short, clear definition in one sentence.

Example start: “Traditional media is non-digital mass communication such as print, radio and TV.”

Q2. State one traditional media format that could be used to promote a new theatre show. (1 mark)

Technique: Just name a valid format, e.g. poster, radio advert, TV advert, newspaper advert.

Q3. Explain one advantage of using a TV advert instead of a social media advert to promote a charity appeal. (2 marks)

Technique: Make one clear point, then explain the impact on the audience using “because” or “so”.

Example structure: “One advantage is… This means that… so the charity can…”

Q4. Describe two limitations of using posters instead of online adverts to target teenagers. (4 marks)

Technique: Give two separate limitations. For each one, say what the problem is and how it affects the campaign.

Q5. A company is launching a new sports drink. Discuss the advantages and disadvantages of using both traditional media and new media to promote the product. (9 marks)

Technique: Use a balanced structure: traditional media pros/cons, new media pros/cons, then a justified conclusion recommending the best mix.

  • Paragraph 1–2: Benefits and drawbacks of TV, radio and posters.
  • Paragraph 3–4: Benefits and drawbacks of websites, apps and social media.
  • Final paragraph: Decide which mix is best for the target audience and explain why.

Can You Now…?