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An assistant planner with the entry-level blues
by Rachel
askrachel2004@yahoo.com

http://medialifemagazine.com/artman/publish/article_1092.asp

Rachel,
I have just received the privilege of finding my first
entry-level position in media. I knew something about
the advertising industry was compelling to me, I'm just
not sure if it's media. My question is, when is a safe
time to expect raises or a promotion when you are an
assistant media planner? I know it is a huge learning
curve and that I should expect to suffer for at least a
year, but I need to know a rough estimate. I work for
a full-service agency so I'm observing the other
departments and not one of them are staying half as
late as the media department. Is this common in small
agencies? I think I'm leaning more toward the account
side of advertising. Do you know if the salary is comparable?
Please advise me on what to expect. I am starting to
feel like the young assistant who can’t understand the
continuation of long hours with no compensation. Can
you give me realistic examples of salaries in media
planning in NYC?--Feel Like a Sweatshop Worker
Dear Sweat:
When I ran your questions by some old media hands, they were a tad grumpy.
One media veteran told me, "Everyone worked long hours when they started out.
Everybody started at the bottom. We still work long hours."
Which may serve to answer your question. But it also shows something else. It's the
passion media people have for their careers, and their impatience with newbies who
don’t seem willing to pay their dues. The question you will have to ask yourself is
whether the rewards are worth the sacrifices.
Think of the up side of the job for a moment. Media is one of the best people jobs in
the world. Even at the beginning of your career, you meet fascinating people and go
to great parties and events. You get more responsibility than most people do at a
young age.
Some media folks love the job for other reasons, like working with numbers and data
or discovering what motivates consumers to buy.

What drives you? If money is your main motivation, you should choose another career.
Raises aren’t high in the first few years, and you may never make as much as you
would in, say, law or finance.
Most media assistants receive their first raise and promotion a year to 18 months
after they were hired, according to Pat Sklar, president of the recruiting firm Sklar
and Associates in Chicago. Media planner salaries in New York tend to range from
$43,000 to $53,000, with some pretty wide variations.

Yes, media people do often stay in the office later, but keep in mind that you may
not always know the actual hours people on the other side of the business are
working. You might make more on the account side but you could work the same hours,
and more important, you may not be happy there.

For now try to focus on the job you have. Learn it, work at it. If you do it well,
while not thinking of other places you might be, you will see your options broaden
and opportunities arise that you were not even aware of.
"The only way to get promoted is with a positive attitude and hard work," Sklar says.
"The associate director and director started just like you did. The only way to last
in this industry is if you are willing to do the work."
In six months pop your head up and see how you feel. Still dissatisfied with the pay
and the long hours? Unhappy and bored with the work? Not feeling that you're learning
anything that interests you? Then think about look into another line of work.


Rachel is Media Life's career advice columnist
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I intend to last long enough to put out of business all *****-suckers
and other beneficiaries of the institutionalized slavery and genocide.

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"The army that will defeat terrorism doesn't wear uniforms, or drive
Humvees, or calls in air-strikes. It doesn't have a high command, or
high security, or a high budget. The army that can defeat terrorism
does battle quietly, clearing minefields and vaccinating children. It
undermines military dictatorships and military lobbyists. It subverts
sweatshops and special interests.Where people feel powerless, it
helps them organize for change, and where people are powerful, it
reminds them of their responsibility." ~~~~ Author Unknown ~~~~
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