An Investigation of Factors Affecting the Education and Recruitment of Entry-Level Broadcast Salespeople

This study examined the causes of an inadequate number of entry-level sales candidates at U.S. broadcasting stations. It concluded that college broadcast majors are not adequately introduced to sales as a career or trained in media sales. It recommended that broadcasters and educators work together proactively to inform students about careers in radio and television sales. Survey respondents proposed a 7-point action plan for each other. Educators were challenged to offer a media sales course, invite local broadcast sales managers to meet students and faculty on campus, and work proactively to arrange sales internships. Broadcasters were challenged to be proactive on local campuses to instruct and engage students, view development of salespeople as a long-term investment in a steady stream of good people, devise a workable sales internship, and offer an entry-level compensation package that is competitive with comparable beginning sales jobs in other industries.