How To Choose The Right Medium For Your Message

From music streaming services to magazine mobile apps, the last few years have brought us an array of options when it comes to choosing a message’s medium. New platforms, like Vine, have even reinvented publishing categories — which, in theory, sounds great.
However, with more options comes more responsibility for brands. Marketers can no longer expect a clever radio tagline to reach the highly coveted Millennial — Millennials have moved on from traditional radio. Essentially, this change has not only encouraged brands to reevaluate their medium of choice, but it has created an industry-wide discussion on the importance of tailoring each message to each medium.

http://www.forbes.com/sites/johnhall/2014/04/20/how-to-choose-the-right-medium-for-your-message/