Media Buyer

As a media buyer (or media executive), you would be responsible for buying advertising space/time in newspapers, magazines, posters, TV, radio and cinema.

Your aim would be to reach as much of the target audience as possible, at the lowest cost to the client. You would usually work on several accounts at once - in smaller agencies, your job might be combined with media planning.

Your key tasks could include: working closely with media planners; identifying the target audience and deciding how best to advertise to them; keeping up with industry research into people's TV viewing and reading habits and lifestyles; and building relationships with clients and media sales companies.

You could also be involved in negotiating with media sales people for the most suitable advertising spots at the best rates; preparing costings for clients; managing budgets and keeping the client informed about spending throughout the campaign; monitoring audience figures; and analysing sales data, to judge the campaign’s effectiveness.

Starting salaries can be around £16,000 to £20,000 a year. With experience this can rise to between £24,000 and £40,000 year.

Top salaries can be £50,000 or more.

You do not need particular qualifications to become a media buyer. However, advertising is a very competitive industry and many employers will expect you to be qualified to BTEC HND or degree level.

You may have an advantage with a degree or HND in one of the following subjects: advertising; marketing and communications; business or management; statistics or operational research; and media studies.

To find a suitable course use the course search on this site and check with colleges and universities about course entry requirements.

Your sales skills are important, so you would find it useful to have previous work experience in sales or marketing. 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, and IPA also runs a Graduate Recruitment Agency.

For more information on the advertising industry, see the Advertising Association and IPA websites.