It pains me to see folks place all their faith in the Series of Tubes, whether they’re trying to bust into Hollywood, sell books about Men in Kilts or make a living playing punk rock songs with only three chords.

It’s no skin off my nose if they stubbornly keep on doing it.

As somebody who believes in science, and numbers, and doing whatever works, I’ll just say this: the Series of Tubes is useful for making friends and other things — but it is not a strategy and it is not a plan, not even for Internet Tough Guys.

Here’s the thing: to persuade 10 people, you have to reach thousands–and to persuade thousands, you have to reach millions.

Which means using mass media, which is a completely different animal than social media or social networking.

Digital alone isn’t a strategy. It’s one piece.

There was a good Seattle blog, staffed with professional journalists and getting 400,000 hits a month, and that wasn’t enough to keep it afloat. Because internet hits may seem impressive, but they can be cheap and fleeting.

Truly reaching an audience means going to where they are, which isn’t your website, Twitter feed, Instagram home or whatever corner of the interwebs you prefer.

• Some people rely on the radio. Maybe they’re like me and drive far to get to work and home every day.
• Other folks read their local newspaper every morning with coffee, a ritual that I believe to be sacred and noble.
• And yes, there are people who still use their television, even if it’s hooked up to cable, Hulu, Netflix or whatever else is hot this week.

The bottom line is this: If you made a pie chart of where people get their news and entertainment, it would be insanely fragmented. Digital is an important, modern slice, sure. But it’s just a slice.

A real media strategy, a smart one, touches every corner of that media pie.

Not one or two slices. Every one.