mediaprimarily

Mediaprimarily is an adverb used to indicate that something is conducted through or oriented toward media channels, rather than through other means. It is a neologism and not widely listed in major dictionaries, and its precise usage can vary by context. In practice, it signals that media-related considerations are the defining emphasis of a strategy or outcome.

Its form is a blended coinage built from “media” and “primarily” and is typically written as one word. The term is most often found in industry writing—marketing, public relations, and media studies—where writers aim to convey that distribution, messaging, or impact is mediated by media channels. In formal writing, alternatives such as “primarily through media” are often preferred.

Because mediaprimarily is not standard, its reception is mixed. Proponents say it compactly captures the media-centric nature of a tactic; critics view it as jargon or vagueness, recommending clearer phrasing about specific channels (social media, broadcast, print). It can be used with verbs like “target,” “distribute,” or “focus” (for example, a campaign described as mediaprimarily targeted at digital platforms).

See also: media strategy, public relations, digital marketing, media outreach.