The #1 medium that works…

… Is where your community hangs out.
Despite using social media platforms is a good way to get in touch, what you want here is to own an asset. An asset where you can have a direct contact with your audience. One of the best way to do that is building an email list. It’s a personal, direct and relevant over time. (But again, maybe¬†it doesn’t work for you, you have to try it.)
Don’t follow any advice that says Facebook is the only one that works. Or Twitter, or Youtube, or TV… you name it. Don’t listen to them, because the only medium that works for you is the one where your community hangs out.
Maybe what works for you is a specialized magazine. Are magazines outdated? No if your audience is there.
Don’t care about trends. Find your community and get in touch with them.