Media buyer : Training

Training varies depending on the advertising or media agency. Many larger agencies run structured training programmes. In many cases, agencies recruit graduates for planner/buyer dual roles. In the early stages of a media career, it is important to experience the whole process from planning the relevant media to negotiating the best price.

The majority of training is on the job after oining a team of senior planners and buyers. This is key to developing essential skills and knowledge of the media, Training often involves working on a range of client accounts to gain broad experience. As media buyers spend a vast amount of their time on the phone to media sales companies and clients, a key aspect of the early training may involve gaining a deep knowledge of the business, along with negotiation and consultancy skills. IT and presentation skills training is frequently provided. New entrants may also be required to undertake a lot of administration-based activities during their first year in the role. Trainee media buyers are usually fully trained after six to 12 months.

Work-based training may be supported by attending seminars and workshops delivered by key media research organisations. This will enable the trainee to gain an understanding of how to interpret and make use of audience research figures and findings.

Training courses are also available for new recruits and established media buyers seeking continuing professional development (CPD) from industry bodies such as the Media Research Group (MRG) , the Institute of Practitioners in Advertising (IPA)  and The Media Circle .

All media buying professionals are expected to keep up to date with industry trends by reading relevant publications.