Radio sales jobs increased between 1998 and 2008.
A career as a radio account executive can be lucrative. As one sales manager told the National Association of Broadcasters (NAB), a single sales executive produced nearly $400,000 for a Washington, D.C., station in 2007. This case, however, is not the norm. Like other sales positions, being a radio account executive requires the hard work of finding clients, closing them and keeping them.
Function
Radio account executives are commonly known as salespeople or advertising sales agents. As the Bureau of Labor Statistics (BLS) explains, they are responsible for selling advertising time to businesses, advertising agencies that represent businesses and other types of media buyers. In most cases, radio sales is both an inside and outside sales job. Outside sales refers to the process of going out of the office to secure and meet with clients. Inside sales comprises several tasks in the office, including "cold-calling" new clients, doing sales lead research, training and paperwork.
Significance
The NAB reports that radio sales staffs increased by 15 to 20 percent between 1998 and 2008. Even in poor economies, sales jobs at radio stations tend not to get cut. Radio account executives are often paid heavily on commission; therefore, their salaries are not a burden to the bottom line. If they succeed, they generate revenue for a station. BLS expects employment in broadcasting sales, which includes mediums other than radio, such as television, to grow by about 7 percent between 2008 and 2018.
Education
While a college degree is not officially required to work in broadcast sales, including radio, employers often prefer that prospective account executives have one. BLS contends that courses in marketing, advertising, communication and business are helpful. People skills are a must if your role involves meeting face-to-face with clients. In terms of training, most of it occurs on the job. Experienced members of a sales staff, often sales managers, mentor new hires.
Salary
Median annual wages for all types of advertising sales agents were $43,480 in 2008, according to BLS. Radio and television account executives earned a median salary of $41,750 in 2008. Radio sales representatives often receive reimbursement for expenses they incur while courting and entertaining clients. These costs include entertainment and travel expenses.
Types of Sales
As the NAB notes, radio sales is ever-changing. With a small number of radio companies owning multiple stations in dozens, if not hundreds, of markets across the country, radio account executives seldom sell ad time on just one station. Instead, they can sell on multiple stations, sometimes within single cites. At times, they offer clients advertising on stations that span regions. Radio ad sales are not limited to the commercials you hear during programs. Other types of sponsorships are routinely sold. For instance, at most stations, radio salespeople can sell "appearances" or live broadcasts where air talent shows up or does a show from a business to attract customers and raise awareness.
