Media use to be just audio, video, print, and the modern day cave-wall (aka: billboard and bus signs). Those were the only places to effectively get the word out about your business. A split-second opportunity to scream your phone number a dozen times to anyone who could write and drive at the same time . Don't get me wrong, radio, TV and print are still very valuable ways to reach your audience but they aren't the only platforms any more.
Yep, it's the wild wild west of the internet age. If you have a website, that means you are in what we marketers call "the media mix". AKA: You have become a media company. This may come as shock but you really have. You are a media company that offers something.