Media Planners and Buyers

Employers

Media planners and buyers often work for advertising agencies in large cities, such as Chicago, New York, and Los Angeles. These agencies represent various clients who are trying to sell everything from financial services to dishwasher soap to the latest comedy featuring the hot star of the moment. Other media specialists work directly for radio and television networks, streaming platforms, mobile entertainment providers, newspapers, magazines, and Web sites selling airtime and ad space. While many of these media organizations are located in large urban areas, particularly radio and television stations, most small towns have newspapers and therefore need specialists to sell ad space and coordinate accounts.

Approximately 111,600 advertising sales agents work in the United States. Approximately 44 percent are employed in advertising, public relations, and related services. About 9 percent work for newspaper publishers, and 3 percent are self-employed.

Starting Out

More than half of the jobs in print and broadcast media do not remain open long enough for companies to advertise available positions on employment Web sites and in the classified sections of newspapers. As a result, many media organizations, such as radio and television stations, do not usually advertise job openings to the public. Media planners and buyers often hear about available positions through friends, acquaintances, or family members and frequently enter the field as entry-level broadcasting or sales associates. Both broadcasting and sales can provide employees just starting out with experience in approaching and working for clients, as well as knowledge about the specifics of programming and its relation to selling airtime.

Advertising agencies sometimes do advertise job openings, both in local and national papers and on the Web. Competition is quite fierce for entry-level jobs, however, particularly at large agencies in big cities.

Print media employees often start working on smaller publications as in-house sales staff members, answering telephones and taking orders from customers. Other duties may include handling classified ads or coordinating the production and placement of small print ads created by in-house artists. While publications often advertise for entry-level positions, the best way to find work in advertising is to submit resumes to as many agencies, publications, and broadcasting offices as possible. With any luck, your resume will arrive just as an opening is becoming available.

While you are enrolled in a college program, investigate opportunities for internships, co-ops, or on-campus employment in related areas. Your school's career services office should have information on such positions. Previous experience often provides a competitive edge for all job seekers, but it is crucial to aspiring media planners and buyers.