For the longest time, people have been differentiating media as old and new media. Old media includes print, traditional newsroom, radio, magazine, books etc, platform which exist before the internet. New media, of course, is everything that rely on Internet as a distribution channel. Eg: blogs, social networks, and increasingly, mobile as a platform.
I think we should stop thinking of media as old and new media, but start thinking about media that meets people where there are. For instance, in Singapore where people commute to work through bus or MRT, social network works in reaching out to them, because they are checking their mobile on the move. (Newspaper used to work too, because people can pick it up and read it on the go, but mobile killed it).
For Malaysia, where people own cars, these channels don’t really work, simply because you can’t read when you are on the go (though this is arguable for KL). All of a sudden, radio might be a good media platform to reach out to your audience. Perhaps that’s why radio hosts are more popular in Malaysia.
Another way to analyse which media platform to focus on is this: understand what your audience are doing at the different time during the day, and how can you best meet their needs.
For example, in the morning, people are looking for information that helps them succeed at work: weather forecast, traffic condition, news of the day (maybe stock?) etc. So in the morning, you should concentrate your messaging around these theme, which would then lead you to command a higher level of credibility among your audience (because you deliver actual value to them).
In the afternoon they are looking for information that helps them get through the day, especially light information or funny stuffs. At night they have more time to consume stuffs and share things, so save your “viral-able” articles for night time.
This is the time where they are more likely to engage in conversation too (might be different for different segments). Data also proves this point:
So if you have a piece of content you are thinking of reaching a higher audience, night time would be a better chance, as there are more people online consuming content. Or when you are pushing your content, it will give you a new perspective if you ask: the audience you are trying to reach, what are they doing now? Are they on the move? Can they tweet/share your article on Facebook? Are they eating and socializing with their colleagues?