Media Planners and Buyers

The employment outlook for media planners and buyers, like the outlook for the advertising industry itself, depends on the general health of the economy. When the economy thrives, companies produce an increasing number of goods and seek to promote them via television, radio, the Internet, newspapers, magazines, and various other media. The U.S. Department of Labor (DOL) predicts that employment for advertising sales agents will decline by 7 percent through 2033.

More and more people are relying on radio, television, and, especially, digital media, for their entertainment and information. With cable, network television channels, and streaming platforms offering a wide variety of programs, advertisers are increasingly turning to TV in order to get exposure for their products and services. Although newspaper sales are in decline, there has been some growth in special interest periodicals and other print publications.

An increasing amount of advertising is being created for smartphones, tablet computers, and online radio stations. However, technology is limiting growth. "Although advertising sales agents are still needed in digital media, the ability to automate digital ad placement and the use of ad blockers by digital users will limit employment demand for advertising sales agents along these channels," the DOL explains.

Employment possibilities for media specialists are far greater in large cities, such as New York, Los Angeles, and Chicago, where most magazines and many broadcast networks have their headquarters. However, smaller publications are often located in outlying areas, and large national organizations usually have sales offices in several cities across the country.

Competition for all advertising positions, including entry-level jobs, is expected to be intense. Media planners and buyers who have a bachelor's degree, considerable sales experience, and strong knowledge of digital advertising techniques such as search engine optimization will have the best chances of finding employment.