Media buyers (also known as media executives) are responsible for buying advertising space and time in newspapers, magazines and posters and on television, radio and cinema. Their aim is for the advertisements to reach the highest possible number of the target audience at the lowest cost to the client.

Their work involves:

• working closely with media planners to identify the target audience and decide where and how to advertise
• keeping up-to-date with industry research into people’s TV viewing habits, the newspapers and magazines they read and other lifestyle issues
• building relationships with clients and media sales companies
• negotiating with media sales people for the most suitable spots at the best rates
• preparing costings for clients
• managing budgets and keeping the client informed about spending throughout the campaign
• monitoring audience figures for the various media and analysing sales data, to judge how effective the campaign has been.

Media buyers usually work on several accounts at the same time. In smaller agencies the roles of buyer and media planner may be combined (see the Advertising Media Planner profile for more details).

Hours and Environment

As a media buyer your standard working hours are usually 9am to 5pm, Monday to Friday, but you may often have to work longer hours to meet deadlines.

You will be based in an office and spend most of your time on the phone, but may also travel to meet clients and media sales representatives.

Skills and Interests

To be a media buyer you will need:

• the ability to be able to work well with a range of people and as part of a team
• good written and spoken communication skills
• excellent presentation and negotiation skills
• good mathematical and analytical skills
• computer literacy
• stamina, drive and persistence
• excellent organisational and planning skills
• accuracy and attention to detail
• business focus and budget awareness.

Entry

There are no specific entry qualifications, but advertising is a very competitive industry and most people have a degree or HND.

Your degree or HND can be in any subject, but the following subjects may increase your chances:

• advertising
• marketing and communications
• business or management
• statistics or operational research
• media studies.

Check with colleges and universities about course entry requirements.

You will find it useful to have experience in marketing, advertising sales or working in a communications environment. It is a good idea to try to get work placements in advertising agencies, as a way of getting relevant experience and making contacts in the industry.

The Institute of Practitioners in Advertising (IPA) website includes a list of member agencies offering work experience, plus the IPA Graduate Recruitment Agency.

For more information on getting into advertising, see the Advertising Association and IPA websites (contact details in the Further Information section).

Training

You will usually be trained on the job, possibly through a structured graduate training scheme.

You may also be able to work towards qualifications from the professional associations, such as:

• IPA Foundation Certificate, an online course for junior staff with at least six months’ experience in any area of advertising
• IPA Excellence Diploma, for middle managers with at least three to five years’ experience
• Communication Advertising and Marketing Education Foundation (CAM) Diploma in Marketing Communications – for this you will need a degree or equivalent, or at least two years’ relevant work experience.

You should keep up to date with advertising industry news and developments throughout your career. The IPA offers a range of short courses and seminars to staff working in its member agencies.

Opportunities

Advertising is a very popular career among graduates, and there is a lot of competition for jobs. Most advertising jobs are based in London. Other major centres for advertising are Birmingham, Bristol, Edinburgh, Glasgow, Leeds and Manchester.

Jobs are advertised in the national press, trade publications such as Campaign and Creative Review, the IPA website (at IPA Jobs Online) and specialist recruitment agencies. However, not all jobs are advertised, so it is also a good idea to approach agencies directly. It can also be useful to network and make contacts within the industry.

As an established media buyer, you could move into account planning or management, or specialise in buying radio, online or television advertising. With experience and a good track record, you could progress to become a media manager or director. It is common to move between agencies to gain promotion or work with larger accounts, and head-hunting is common for senior jobs.

Annual Income

Figures are intended as a guideline only.

Media buyers usually start on around £15,000 to £20,000 a year.
Experienced buyers earn between £24,000 and £35,000 year.
Senior buyers in large agencies can earn £50,000 or more.

Further information

11 Southwark Street
London
SE1 1RQ
Helpline: 0800 093 0444 7th Floor North
Artillery House
11-19 Artillery Row
London
SW1P 1RT
Tel: 020 7340 1100 44 Belgrave Square
London
SW1X 8QS
Tel: 020 7235 7020 Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427120