Let´s take two historical examples of two brands who used media in different ways to sell their products:
The Michelin guide that we all know today, was started by the Michelin tires company, in order for their customers to use up their tires and stopping in their stations, to increase sales? In the early 1900, Michelin tires decided to start writing reviews of hotels and restaurants in the country sides of Europe, because people were not driving enough and using up the tires and stopping their stations. They reviewed the hotels and restaurants positively if they were far away from the cities, in order to get the wealthy people out and driving. This has all turned out to the very well known and respected Michelin Guide that we know today.
Guiness Beer Company, after declining sales in pubs about the same time, realized that a lot of people were talking about trivia in the pub, so they invented the Guiness world Records, in order for people to start talking about crazy records and trivia at the bar, and use the word Guiness, so that they would subconciously re-order a Guiness in the pub.
When you do get to the place of becoming your own media channel, a big tip is to use storytelling and Media instead of advertising.
Consumers today are wary of bullshit. They recognize the traditional way of advertising miles away and do not respond to it anymore the way they used to in the past. This is why storytelling has become a much more efficient way of marketing and selling.