Question: I graduated from college in June and spent the summer traveling. Now I am ready to look for work. I think I might enjoy working in the media department of an advertising agency. Can you tell me about media buyer positions?
—Joan

Response: Media Buyers are responsible for "trafficking," placing a client's advertising in newspapers, magazines, radio, and television. They usually work in an advertising agency's media department.

Media Buyers help clients find the most effective advertising space for their dollar, applying statistical modes to audience, circulation and cost figures to minimize media cost and maximize media effectiveness.

They compile information on cost, audience, markets and other demographic and psychographic variables of various advertising media.

Media Buyers manage the purchase and control of large blocks of media time/space, whether in print or broadcast and negotiate the most favorable rate for broadcast time and advertising space in print media.

They recommend and allocate media space with clients according to campaign requirements and make sure that the advertising actually appears when and where it is supposed to and, with some media that the audience is as large as anticipated. Media Buyers turn the approved media plan into reality.

Media Buyers usually work their way up from Junior Buyers. That position involves maintenance of schedules and number crunching as well as some clerical work. Positions in media buying/ planning can also include media planner, media director, and media supervisor.

A Junior Spot Media Buyer, also called assistant media buyer, is usually someone with one to three years of experience, a mid level position responsible for spot radio and television buying in mid to small sized markets for one or more agency clients.

Senior Spot Media Buyers are responsible for spot radio and television buying in large and mid-sized markets for one or more agency clients. They may also manage junior media buyers and assistants. They generally have four or more years of experience.

Media Researchers evaluate every media "vehicle," from The Wall Street Journal to Saturday-morning cartoons to websites to talk radio to blimps. Utilizing data from media companies and independent research firms, they analyze who's watching or listening to what, and can even predict how often the audience of a particular radio station might hear the client's campaign in a week.

Media Planners apply that research to develop media plans, specifying which media the client should purchase to reach their desired target audience with their message. They recommend not only the appropriate mix of media, but an advertising period and frequency that will get the message out while accommodating the client's budget.

Employment Outlook
Above average growth is projected through 2008 for media buyers.

Salary Range
According to a national advertising recruitment agency, junior level buyers in the Los Angeles earn from approximately $31,000 to $46,000, with an annual median salary of approximately $39,000. The annual salary for Jr. Spot Media Buyers in Los Angeles ranges from approximately $32,000 to $42,000 with a median salary of approximately $38,000. The annual salary for Sr. Spot Media Buyers in Los Angeles ranges from approximately $49,000 to $69,000, with an annual median salary of approximately $58,000.

Salary Information
talentzoo.com is a good resource for salary information categorized by location and position for a various advertising positions including Spot Media buyer, National Media Buyer, JR and Sr media planner.

Job Resources
The Los Angeles Business Journal's 2002 Book of Lists, has information on the top 25 agencies located in Los Angeles County.

Training
Most entry-level media buyers have a bachelor's degree and internship experience in the advertising industry.

Professional Associations
International Advertising Association
521 Fifth Avenue, Suite 1807
New York, NY 10175
(212) 557-1133
Fax (212) 983-0455
Email: iaa@iaaglobal.org
Los Angeles Chapter
Contact: Ian Bevis
E-mail: Ibevis@scb.com
This professional association serves both companies and individual practitioners involved in marketing communications. Membership benefits include a professional development program including integrated classroom, training, and on-the-job learning structures and networking opportunities at conferences.

— • —  
Susan W. Miller, M.A., is a National Certified Career Counselor, a Certified Vocational Evaluation Specialist and holds diplomate status on the American Board of Vocational Experts. She heads California Career Services, a private practice career counseling firm in Los Angeles.

You may e-mail questions to swmcareer@aol.com.