Media Employment - the Nature of Media jobs of Advertising workers

In various media jobs, radio and television advertising workers work for local and national media stations to sell air time to advertising agencies or companies so that their goods and services are brought to the eyes and ears of consumers. Meanwhile, print advertising workers formed as the sales staff for the space that is sold in a newspaper, magazine, or periodical to businesses wishing to advertise their services. It can be recalled that part of the producer jobs in print advertising jobs began with newspapers in the late 19th century. Newspapers enticed advertisers through the practice of writing favorable articles about companies that bought space in the publication. In 1909, however, the practice was halted, and a newspaper watchdog organization was founded to keep track of potential abuse of advertisers influencing journals.

Generally, in media tv jobs, they have always relied on sponsors to assist them in bringing programs into peoples homes for entertainment and education. The assistance that these sponsors offered, however, was in the form of financial revenue in exchange for air time that would mention or promote their business, products, or services. Early television programs were sometimes named not for the host or star of the program, but for the sponsoring company that was paying for that particular show to be presented on television. During these beginning times of radio and television, however, it was possible for there to be only one sponsor for most programs. A thirty-minute program of entertainment was considered lengthy. Today, however, television airs hour-long dramas, two-hour movies, and mini-series or specials that may air two hours for four consecutive nights. Likewise, radio personalities may have shows three or four hours in duration, and it now takes many sponsors to support the cost of airing a program whether on radio or television. The phenomenal popularity of television and the accessibility to radio in our homes, cars, and headphone sets we wear to work - make both mediums successful, though potentially expensive outlets for advertising. Since the middle of the twentieth century, most broadcasters and publications have tried to remain independent of their sponsors, although sponsors who object to certain broadcasts or articles have the choice of withdrawing their financial support from companies who air views that differ from the advertisers.

Part of the media careers of the radio and television time salespeople may deal with a wide variety of clients. Restaurants, hotel chains, beverage companies, food product manufacturers, and automobile dealers have a need to advertise to attract potential customers. Radio and television time salespeople are also known as broadcast time salespeople or account executives and contact these and other potential clients and interest them in buying media time for the purpose of advertising. The commercials broadcast on radio or television usually consist of short spots and are aired for ten, thirty, or sixty seconds. Meanwhile, print sales workers are responsible for selling space in a publication to an advertiser for a fee. The sales staff must keep track of the amount of space available for advertisers, how much space has been sold, and what the rates are for quarter, half, three-quarter, and full-page ads. For color printing, there will be a whole other range of fees. In magazines, special advertising gimmicks, such as pop-ups and scented panels, are available through negotiations with the sales staff.



Advertising a business’ goods and services is an excellent way for the company to increase sales. Account executives for both air and print advertising know this, and plan strategies and contact prospective clients through telephone calls or office visits to present ideas and proposals to advertise and showcase their particular products. Part of the media employment, salespeople also try to coordinate the best air times for the consumers that a business wishes to reach or target. Salespeople take into consideration the client’s budget, image, and characteristics of their product.

Also involved in a media job, results of market research firms, surveys, and other research sources make information available about the viewing and reading habits of children, college students, adolescents, housewives, working men and women, and whether they are single or married. By knowing which groups of people watch certain shows, listen to specific radio stations, or read a certain magazine or newspaper, salespeople can help a business select air time or print space for the consumers they most want to reach. For instance, Saturday morning television attracts an older audience. Prime time television viewing hours, however, often attract family audiences and the commercials may reflect family-oriented products.

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