With more ways than ever to reach travellers, from glossy magazines and digital publications to social media, video and podcasts, the debate around old versus new media is far from over. But perhaps the real question isn’t which is better — it’s which will make the biggest impact. 

Maria Pieri, chief operating officer and editorial director at APL Media, joined Richard Hammond, editor of Green Traveller, and Carmen Roberts, freelance journalist, broadcaster and content creator, to tackle this debate on the Embargo podcast, hosted by Travel Connection Group’s Howard Salinger. 

In an episode titled Old vs. new media: finding the right audience, the panel explored the changing ways travellers discover destinations, the strengths of traditional and emerging platforms, and why understanding your audience is key to a successful PR strategy. 

Maria said: “As we discussed, it’s not really about old versus new media. It’s about reaching the right audience with the right content. Print still has huge value when it comes to trust, credibility and engagement, while digital offers reach and immediacy. The key is understanding how the two complement each other and making the most of both.” 

From the enduring appeal of established publications to the immediacy of social media, the conversation explored why effective travel PR isn’t necessarily about choosing between old and new — but knowing when and how to use each. 

The Embargo podcast brings together travel industry experts to discuss the challenges, opportunities and trends shaping travel PR, from media relationships to sustainability and the rise of content creators. 

Want to hear more? Listen to series two, episode six, Old vs. new media: finding the right audience, on Spotify. 

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About APL Media     
APL Media is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.      

APL Media delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It is also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers. aplmedia.co.uk