So many mediums, so little time

With web 2.0 changing the landscape for the way advertisers, marketers, communications professionals, industry analysts and consumers interact on the web, and sites battling it out for the top spot it becomes harder and harder to determine where and if our brands should be represented on these sites. Most communications professionals participate in some form of social media- whether it be blogging, social networking sites, video sharing, social bookmarking, etc.- so we’ve probably all noticed a difference in the types of people each medium attracts. “Viewing American class divisions through Facebook and MySpace” by Danah Boyd infamously describes these differences. But regardless of the validity and taking into consideration of audience segmenting/targeting the question on which social media to engage brands in is still the same. Should marketers ignore what’s being said in the media and amongst analysts and solely use the mediums which their target audience already uses, or should we go for the medium that has the biggest audience? If you were pitching a print story, would you aim for “USA Today” or would you focus on the yachting magazine?