Bad copy is bad copy; great copy is great copy. What’s the secret? Relevance. Regardless of old or new media, if the copy, offer and messaging resonate with the intended segment(s), success will be yours.
What’s the key to relevancy? Usually it’s the offers/messaging you make/use.
My experience in not either/or, it’s using the right channel with the right message and usually involves adjusting such to each segment based on THEIR channel preference, not mine as a marketer.
Both old and new media need to apply correct testing — sadly that’s still done infrequently.
Grant A. Johnson