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Magazines, particularly those who target particular niche or specialized curiosity areas, are more tightly targeted compared to broadcast media. In many ways radio suffers the identical problems as television, namely, a mass medium that isn't extremely targeted and presents little opportunity to track responses. But in contrast to television, radio presents the additional drawback of limiting advertisers to audio-only advertising. For some products advertising with out visual help is not effective. Television advertising, once seen because the mainstay of media advertising, is facing quite a few challenges from alternative media, especially interactive and social media. Technological innovations, especially the advent of ad blocking and zapping, has eroded TV's immediacy and relevance for some audiences.

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