Is Traditional Media "Dead"?

My clients always want to know the answer to this question, is traditional media still relevant? While many argue that “Traditional media is dead,” we believe it deserves a closer look. Jamaica has a vibrant media landscape with offerings for trend seekers to business savvy who need to make decisions based on what is going on in Jamaica's economy.

What is Traditional Media?

Traditional media encompasses all forms of mass communication established before the internet, including television, radio, newspapers, magazines, books, billboards, posters, and flyers. Now that we’re clear on what it is—let’s discuss its current relevance.

The Debate: Is Digital Diminishing Traditional Media?

With audiences increasingly gravitating towards digital media, many marketers wonder if this shift is undermining the impact of traditional media. Jamaica, however, still has several strong contenders in this space:

Top Traditional Media in Jamaica

Jamaica’s top radio stations include Irie FM, RJR94 FM, Mello FM, Kool FM, Zip 103, Love FM, Gospel JA, Nationwide, Fame FM, and FYAH 105. Notably, Irie FM experienced a 5.9% growth in listenership from 2020 to 2023, despite an overall 10% drop in radio audiences from 2018 to 2023, according to the Jamaica All Media Survey.

Television remains influential as well, with TVJ leading viewership, followed by CVM TV and Love TV. Although TVJ saw a slight 1.5% decrease in viewership between 2020 and 2023, CVM and Love TV both saw modest gains.

In print, The Gleaner, Jamaica Observer, and The Star continue to be widely read, with potential readership reaching 350,000, despite digital consumption trends.

Traditional vs. Digital Spend

Given the variety of options available to reach audiences in Jamaica, how do brands decide between traditional and digital media? Digital has grown exponentially, with 68.2% of Jamaicans online and a 16.7% rise in active social media users in 2022. This has led advertisers to see digital media as more accessible and cost-effective. In fact, global digital media spending rose by 10.4% in 2023, while traditional media spending fell by 1.9%.

The Enduring Value of Traditional Media

Numbers alone don’t fully capture the value of traditional media. In Jamaica, these outlets are a cultural staple. Veteran journalist Desmond Allen emphasized the enduring credibility of traditional media, cautioning that social media often lacks the reliability that traditional channels provide.

For certain demographics, particularly older audiences with strong spending power, traditional media still holds sway. Print media, in particular, provides a lasting and tangible connection to the audience, and radio, television, and print continue to be essential in effective public relations campaigns.

Our Approach to Media Buying

We recommend a balanced, 360-degree approach that combines traditional and digital channels. For each campaign, we analyze client needs, target audience, and budget to develop a customized media mix that includes traditional avenues like TV, radio, and print, alongside digital channels like social media and digital display ads.

For Jamaica’s unique market, traditional media remains highly relevant—especially when integrated thoughtfully with digital platforms. Let’s help you craft a strategy that brings out the best of both worlds.