The media world is constantly changing, but that doesn’t mean legacy media is a thing of the past. In a recent Forbes article, Avenue Z CEO Jeffrey Herzog breaks down why brands shouldn’t ditch traditional media—instead, they should rethink how they use it. While platforms like TikTok, YouTube, and Substack are leading the engagement game, legacy outlets still bring an unmatched level of credibility. The real magic happens when brands find the right balance, combining the best of both worlds for a strategy that truly delivers.
Herzog points out a big shift in how people get their news—young audiences are turning to social media just as much as traditional news outlets. But with trust in the media hitting rock bottom, brands have a chance to step up, build credibility, and connect with people in fresh, meaningful ways.
Key Takeaway:
Legacy media provides trust—New media drives engagement—The right strategy blends both.
Why Legacy Media Still Matters
Traditional media giants like The New York Times and CNN might not be the only ones controlling the flow of information anymore, but they’re still go-to sources for in-depth reporting. Herzog highlights that brands can tap into this credibility while also meeting today’s audiences where they are—online and on digital platforms.
The Power of New Media
Platforms like TikTok and X have completely changed the way we consume content. They make everything feel instant, accessible, and tailored to what we like—something traditional media often struggles to keep up with. But as Herzog points out, this decentralization has its downsides. With so much information flying around, it’s easier for misinformation to spread, and echo chambers make it harder to know what’s actually true.
How Brands Can Win in the Evolving Media Landscape
Herzog’s advice? Don’t pick a side—use both. Brands should:
- Leverage legacy media for authority and reputation-building.
- Use new media for real-time engagement and interactive storytelling.
- Invest in transparency and credibility to stand out in an era of misinformation.
- Empower executives and influencers to become authentic voices for their brand.
Want to Learn More?
Jeffrey Herzog breaks down exactly what brands need to do to stay relevant in today’s messy media landscape. In his Forbes article, he goes even deeper into the strategies that can help brands build a media approach that actually works for the long haul.For a closer look at Herzog’s strategies and all the tips, head over to the full article on Forbes.
