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 predicts that employment for advertising sales agents will decline by 2 percent through 2028.

More and more people are relying on radio, television, and, especially, digital media, for their entertainment and information. With cable and local television channels 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 is growth in special interest periodicals and other print publications. An increasing amount of advertising is being created for smartphones, tablet-style computers, and online radio stations, which will create strong demand for media planners and buyers in Internet advertising. All of this activity will increase job opportunities for media planners and buyers.

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.

Media Planners and Buyers

Overview

Introduction

Quick Facts

Earnings

Work Environment

Outlook

Related Professions

Advertising Account Executives

Advertising Managers

Advertising Workers