Most reliable storage media?

Just wanted to hear some opinions on what would be considered the most reliable for long term data storage.

Microsdhc cards, for example, are so cheap these days, I could use them for backup purposes. But then you read some reviews and you get some people saying they die and stop working randomly. Are most flash types notoriously unreliable?

I'm talking just for pictures and documents, etc.

So aside from having multiple backup mediums for important data, what would you say is a good storage type for for this purpose?