If you need to reach larger audiences then you ought to be aware that experimental evidence from media researchers points to in-built differences in the mass media when comparing how data is organised and the senses required to interpret it.

Medium Organisation Senses required
Print Space organised Sight
Radio Time organised Hearing
TV Space and time organised Sight and hearing

Printed materials (including still pictures and art objects) are space organised media requiring the sense of sight to be understood. Such materials favour conditions for the communication of difficult concepts, criticism and selectivity on the part of the audience. For instance, people can scan through a timetable and read the details they want without having to digest the other information.

Radio is time organised and requires the sense of hearing to be understood. With radio, or any other verbal communication, there is no opportunity on the part of the listener to be selective, the words flow sequentially. While the newspaper reader can look back up the column, the radio listener has no second chance to hear what has been said. Verbal communications need to be presented so they can be both heard and understood at the same moment.

Television and films are both space and time organised requiring the use of sight and hearing to be understood. TV and films share the strengths and weaknesses of space organised and time organised media.

The strengths and weaknesses of the different media become clearer when considering their degree of audience participation, speed of communication and sense of permanence.
AUDIENCE PARTICIPATION
TV High Fitted to exchanging and sharpening opinion
Radio Not so high
Books Low Good at transmitting condensed information
SPEED OF COMMUNICATION
TV and Radio High See and Hear
Magazine/Papers Some speed Speed of reading
Films Less speed
Books Less speed Partly through nature of books and density of information
PERMANENCE OF INFORMATION
Books Greatest
Films/Magazines Less
Radio/Television Least

Bear these differences in mind when selecting which medium to use.