It is now increasingly difficult for businesses to know which is the correct avenue to market their products and services: mainstream or the alternative – Social Media. It is important to know regardless of whether you are placing advertising or issuing press releases and publicity pieces, the process of evaluating the vast array of options to determine the most appropriate platform. Firstly, let’s clarify the difference between the two.

Mainstream Media
Mainstream media includes television, radio, online and press such as magazines, industry journals and newspapers. They can include both network based communication. Mainstream media sources are usually easy to find, and they reach large audiences.

Alternative Media
Alternative media outlets tend to be smaller, and in many cases are polarized toward conservative and liberal perspectives. Like mainstream media, alternative or independent, media outlets are found online, on the radio, in newspapers or other publications and to a lesser extent, on television.

One of the main differences between mainstream and alternative media is each view of the status quo. Mainstream media tends to value society’s norms, whereas alternative media may be actively engaged in challenging those norms. If you own a business that would appeal to people who consider themselves outside of society’s accepted values, you may do well putting your message in an alternative outlet. On the other hand, if your business is closely aligned with traditional values, you may find a more welcoming reception in mainstream media. Though alternative media often break important stories, the public tends to wait until the mainstream media pick up the story to lend it credibility. In other words, mainstream media is often seen as more trustworthy. Your message may follow this pattern. If you advertise or place publicity in alternative media, you may have to supplement your efforts with some mainstream placements to gain credibility with your customers. Sometimes mainstream media companies wait until a story has gained some coverage in smaller outlets before they cover it. You can send mainstream reporters clips of stories on your business that were published in alternative media as a way of showing them that your business has a track record of being newsworthy.

The Internet and social media have changed the way people and businesses communicate. This communication evolution has created additional media outlets in both alternative and mainstream media channels. Businesses must decide how to reach their target customers through various media channels; some target customers are reached easier through mainstream media outlets, while others tend to prefer alternative media. We know which method is appropriate for your brand & business development, so give a visit to & see how our expertise will change the stars of your business.

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