The Strength of Merging the Medias

For over a century “traditional” media (aka newspapers, magazines, etc.) ruled the world. Then, the 90’s hit. PC’s became a household commodity, and the age of the internet began. Slowly there was a whole new world. A world that allowed people to access anything they wanted to, no matter where it was, faster than traditional media could print it.

And the world we know was created.

For decades after the dawn of this “new” media the stoic archons of traditional conglomerates shut the door on this technological revolution. Actually, they didn’t just shut the door. They locked it, chained it, and threw away the key. They refused to believe that a computer screen could ever compete with the daily routine of turning the pages of a newspaper. It was a “fad.” It was a “trend.” It would “die out soon.” And so the door to digital media was shut so tightly that by the time they realized they were wrong it was almost too late.

There’s a reason why most news sources seem to be known as one or the other. It’s only been the very recent years that the papers delivered on our front stoop have began to publish digitally. At this point, it’s just a race to catch up to the websites which have been devoted to digital news from the start.

The mistake both sides make is not always realizing that neither is better than the other. They’re just different. They’re created differently, presented differently, and used differently. The real strength lies in the entities who are able to recognize this fact, and leverage the benefits of each.

Bravo has become one of those entities. Not a news source but a PR firm, they skillfully balance both traditional print medias and online platforms to fulfill client objectives.

The perfect example of this balance can be seen in The Stream – Bravo’s digital publication focused on the Marcellus and Utica shales. While a good chunk of work that bravo does for clients is through more traditional print medias, The Stream shows just how successful embracing technology can be.

The Stream is able to deliver up-to-date and relevant information about the energy industry, and its impact on our economy and community. It delivers this to a wider audience… and fast. Publishing in print would be out of the question.

This perfect balance is where the future of media truly lies – not in a competition between print and screen, but in a cooperation and utilization of the two.

-Molly Gertenbach, Harrisburg Intern

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