Mass Media Advantages and Disadvantages

• Television: Reaches more people than any other medium; costs the most.
• Cable TV: Better equipped to target a specific audience both psychographically and geographically; more cost efficient; doesn't reach as many people.
• Radio: Able to target specific audiences with higher frequency of the message; need to buy 2-3 stations for good reach; not as expensive as television.
• Newspaper: Communicates details about arts organization's events; can geographically target a city/communities; lots of ad clutter, especially in the entertainment section; expensive for a "page-dominant" ad.
• Magazines: Reach upscale audiences; higher quality graphics and environment; based on a weekly or monthly publishing cycle, it is difficult to develop an adequate frequency level; costly, especially since a color ad is necessary for impact.
• Outdoor Billboards and Transit: Good image or reminder medium; can't communicate many details.
• Internet: Good support medium; communicates lots of information for events; open 24/7; need to promote website address; must keep information current.