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Digital and Traditional Media: More Similar Than You Think

A new year? Check. A new job? Check. A new dress and killer heels? Check. An assignment to start writing blogs? Check. Wait, what? I did not know this was part of the job description!

I come from the world of broadcast TV — I spent most of my career there. Televisions have been around since the late 1920s and gained popularity in the United States at the 1939 World’s Fair. Television commercials have been around since 1941, and during the ’40s and ’50s, entire programs were sponsored by one advertiser. Today, TV still remains one of the most popular and persuasive forms of advertising and is certainly one of the oldest. It is the go-to advertising medium for many agencies and brands worldwide and by far still the most “comfortable” for media buyers to work with.

So how do I fit in to the world of social and digital media with Raidious, one of the most innovative and digitally focused agencies in the world? Do I even know enough to write anything? Isn’t this whole thing new and foreign and completely different than traditional media?

Not really.

Raidious works much like a TV station newsroom does. In a traditional newsroom, you have stories that you plan on telling during the 5 o’clock news, while keeping room for breaking new stories that will most likely happen during the day (fires, robberies, etc). You have a producer over the news department for that show to guide, direct and organize the staff. Under the producer, you have engineering (handles all things technical), managing editor (makes sure the stories are told completely and accurately with journalistic integrity), assignment editor (monitors for breaking news and generates stories from current events) and the news director (makes sure overall strategy is adhered to and digs into analytics). Under them, you have a huge team of reporters, writers, editors and more, putting the content together.

Raidious works the same way on the digital playing field. Our clients have a dedicated producer that guides, directs and organizes the staff to keep everyone on track to reach the client’s objectives. From there, we have the platforms team (engineering/technical folks), content (managing editor/story telling), social media (assignment editor/monitoring/engagement) and strategy (news director/strategy/analytics). And under these are all of our writers, editors, analysts, engagement managers and more.

So what am I saying?

Broadcast television and digital media are more similar than you think. Digital is just as easy to understand as traditional media; if you can understand one, you can understand the other. So over the next year, I will be breaking this world of digital and social media down into bite size-pieces for people like me, who come from a traditional media world, to understand.

If I can understand it, you can, too. I hope you join me for the ride!