I may not make any new friends in the world of mass media by saying this, but to me it seems that the traditional press is quickly losing most of its influence and power. (Can I get a witness?)
This isn't a shocking statement really, is it? That being said, there are still plenty of opportunities for great exposure using traditional media outlets.
Don't write off traditional media. Be ready for them when they come knocking, and learn to pursue them the right way.