Expert: Peter Gabany - 10/17/2004

Question
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Followup To
Question -
Mr. Gabany,

I have been in sports radio for the past 18 years, but I am considering a career change. With my background, a friend of mine suggested media planning, which sounds very interesting to me.

What do I need to do in order to get into a field like media planning? I understand that it's hard to switch gears after being in an industry for so long, but at age 38, this is the time to give it a shot.

I appreciate any advice you send my way.

Thanks,
Mike Ogulnick

Answer -
Mike,

I don't believe that you are long in the tooth at all for this move - in fact it might be a great leap forward. But don't discount media sales either. I don't suggest that you sell media for small stations but in fact utilize you knowledge in sports radio and go after some choice media channels.

If you position yourself well and you are a sporting, out-going individual you could find yourself in the 6 figure range for salary and commissions.

Media planning is a different beast and so is the salary range - $40 - $80+. It takes a strong negotiation to saddle the best bang for the buck with media dealers. You know from radio there is the carded rate, the frequency rate and then the well we can let you have it rate. You can use this knowledge to be very beneficial for your employer/clients.

I have no idea where you are from, but let me know and I may have some agencies I can put you in touch with. Barring that, visit a reputable agency and meet with a media planner, buyer, scheduler and pick their brain. There is general schooling for this but most of this is learned the way you have already.

Please let me know how you make out and if I can help you further.

Pete

Mr. Gabany,

Thank you very much for you quick response. Another friend of mine brought up media sales and that's something else I'd consider.

I live in Chicago, so if you know of any agencies here, I would appreciate it. Thanks again.

Mike

Answer
<http://advertising.utexas.edu/world/index.asp?pageid=Agencies_Menu>

Use this link to find advertising agencies in the windy city.

<http://advertising.utexas.edu/world/index.asp?pageid=Media>

Use this link to find more about media plannig.

Please note: There are specific agencies that all they do is plan and buy media. There are such links above. Glad to hear that you are in a big city as there are far more opportunities in this category. You may wish to approach a large publisher as well for direct media sales - such as Conde Naste (GQ, New Yorker, Gourmet, Architectural Digest, etc.

Good luck and keep me in the loop.

Pete