Media Buyer vs. Media Sales Representative: Understanding Their Roles and How They Can Benefit Your Business

In my early career as a Senior Account Executive, I sold various media to small and mid-sized business owners. ‘Media’ encompasses any paid advertising sold by a media sales rep, including magazine ads, radio spots, and digital ads. After 23 years, I transitioned to the other side of the industry, founding an ad agency where I now plan and purchase media for our clients. This extensive experience has given me invaluable insights into both media sales and media buying, highlighting how business owners benefit from a media buyer’s objective perspective.

Media Buyers: Strategists and Negotiators Media buyers are responsible for planning and buying media across  multiple local markets or on a national level. They must analyze data across various media channels, maintain strong relationships with media sales reps and outlets, and secure reduced rates and added value opportunities for their clients. A skilled media buyer respects the professional relationship between the client, the media sales rep, and themselves, working collaboratively to build an effective advertising schedule.

Media Sales Representatives: Specialists and Sellers Media sales representatives specialize in selling one specific type of media, such as a magazine, radio station, or digital trade desk. They are hired to sell inventory, focusing less on the overall strategy of a brand. Sales reps must stay updated on their products and services, understand their competition, and possess strong closing skills. They may work full-time or part-time and are typically paid on commission or hourly, reporting to their sales managers.

Key Differences Between Media Buyers and Media Sales Representatives

Media Sales Representatives:

  • Represent specific media types
  • Focus on selling inventory
  • Stay informed about their products and competition
  • Typically, self-starters, paid on commission or hourly
  • Report to sales managers

Media Buyers:

  • Understand all traditional and digital media channels
  • Review media opportunities objectively
  • Align recommendations with clients’ business goals and brand strategy
  • Agile learners adapting to evolving advertising trends
  • Skilled negotiators securing strategic buying options
  • Paid through media discounts or hourly rates, reporting to clients

Both media buyers and media sales representatives play crucial roles in advertising. To understand how a media buyer can help your business, contact Joan Ford Goldschmidt at jg@sugartowncommunications.com. Let Sugartown Communications develop a professional media plan tailored to your needs.