Tradition!

As we approach Christmas, one of my favourite times of the year, it’s hard not to reflect on the warmth, joy, and TRADITION that define the season. Traditions like advent calendars, decorations, crackers, carols, gift-giving and even the Christmas Radio Times (other TV listings magazines are available!), create a sense of continuity and celebration, making Christmas a magical time. The good old pantomime (panto) still holds a special place in festive celebrations, bringing families together for theatrical fun. I recently had the pleasure of playing the Sheriff of Nottingham in a local amateur production of ‘Robin Hood and the Babes in the Wood’. It was a riot, with kids shouting and laughing like you wouldn’t believe!

Thinking about tradition got me reflecting on my industry - marketing - and specifically ‘traditional media’. Having worked in local marketing for nearly 40 years, I’ve seen tremendous change. When I started, traditional media - radio, print, outdoor advertising, direct mail - was all we had. Digital media was just a twinkle in Santa’s eye! Over the past 20 years though, digital has transformed the landscape, offering precise targeting and measurable results.

So, is traditional media still relevant today? I believe so, though its role has, of course, evolved. TV, radio, and print still attract significant audiences, particularly older demographics and areas with less digital access. TV excels at creating broad awareness, while radio and outdoor advertising remain powerful for local campaigns. In the UK, combining traditional and digital media often yields the best results. For example, a TV ad can drive viewers online for deeper engagement.

If you’re a local business that needs help navigating the world of media, traditional and digital, We Are Acuity have a wealth of experience in both and, crucially, how to get them working together. Whatever sector you're in, we can help you identify and talk to your audience, whether on a national or local level, for more information click here.