Working in Business Media
Business media is one of the world's most important media sectors - estimated to be worth £23bn in the UK alone - with magazines at its core driving both creative and face-to-face media. While magazines provide the powerful brands, business media companies are rich data providers, information and search companies. They drive face-to-face businesses such as exhibitions, conferences, seminars, training and professional development.
Why should you work in the industry?
'In the 15 years I have worked in business media I cannot think of a time when the industry was so exciting, dynamic and fast-moving as it is today. The transition of content from print to online, in person and other new forms of delivery throws up many challenges - but also great opportunities for those who are adaptable and responsive to their customer's needs. I would strongly recommend that anyone who is looking for their first job, or a change of career, considers business media. Traditionally we have not been seen as the sexiest of sectors but that perception is undoubtably changing. Over next few years I am certain that the very best sales people, editors, marketers and technologists will consider business media the place to be.'
Rory Brown, managing director, Search Engine Strategies
‘I joined RBI in 1996 as a graduate working in the market research department. Immediately I was given the responsibility for a wide variety of research projects across lots of different industries significantly raising my level of commercial awareness and gave me a thorough understanding of how different business markets really work. Being a large international organisation RBI can give its staff lots of opportunities for career development and over the years I have undertaken a number of first-class management courses run by the company. RBI is constantly pushing the barriers and one of the best aspects of working here is that you continually find yourself at the forefront of product development. RBI is full of bright people in an open and friendly environment and in the 10 years that I have worked here the company has provided me with the necessary coaching and opportunities in order to develop me towards my current role of running a commercial research service.’
Nick Watt, senior market research manager, Reed Business Information
‘I graduated from Keele University in 1988 and joined RBI as telesales exec on Electronics Weekly. The training I received was extensive both in time of content and armed me with both the market and product knowledge and the sales skills to be successful in the role. In the next couple of years I was offered the opportunity to work in a number of markets and products in order to broaden my experience and skill set. Telesales, fieldsales and key account management is a classic route for many in an organisation such as RBI and I was able to experience all of them in a relatively short time frame on first class products. After 3 years, I started managing people and was again offered the training and mentoring in every aspect of people management. That has continued and enabled me to comfortably adjust to various roles such as sales manager, sales director, business development director and now website director. My longevity at RBI owes much to the diversity and scale of opportunity that they have been able to offer me. Add to that a great culture and great people and you have a company that is worth joining.’
Paul Stephens, website director, Totaljobs
‘I joined a division of Reed as a graduate trainee back in 1977. I started out as a research assistant, but working for a large company gave me plenty of scope to look at career options; once I'd settled for a specific path - in my case marketing/publishing management - opportunities opened up for me, although it did need me to take responsibility for making sure managers around the business knew I existed and had a good track-record!’
Keith Jones, CEO, Reed Business Information
Case studies
Clare Jerome, senior reporter, CommunityCare and http://www.communitycare.co.uk/ (Reed Business Information)
The way I got into magazines was unusual as I did a degree in film, radio and television. When I finished my course, I came to London looking for work but the only job I could get was in media telesales, working on Community Care.
I was lucky as 18 months later a junior reporter position came up on the title - it was a case of being in the right place at the right time.
I enjoy working across both print and electronic media as I do news writing for both the Community Care website and magazine. Usually, as a story comes in I'll pull together a quick version for the web and develop an extended article for the magazine.
Much of my time is taken up doing interviews, attending conferences and events or meeting contacts. The news and web editors manage my time spent on the two sides of the publication, but I enjoy the flexibility of working on both. I might be working on a reader's opinion column on the site, and then on the magazine's campaign for justice.
You need a strong personality, good listening and communication skills - recently I interviewed a woman whose son had died in an institution and it takes a sympathetic approach.
I'd advise anyone getting into reporting to be enthusiastic, persevere and go with the flow - if you do whatever is thrown at you, it counts in your favour in the long run!
Emma De Vita, section editor, Management Today (Haymarket Business Publications)
I started my career in journalism as a section head on the student newspaper at university. When I graduated, I went into book publishing before working for a business strategy company. It was there that I decided to go for journalism, which I'd always wanted to do, and did the post-graduate journalism course at the London College of Printing.
On the course, I chose two work placements, one at Revolution, a weekly magazine about the online industry, and Management Today, a business title. On the back of this, I started doing freelance work for Revolution until a junior reporter job came up at Promotions & Incentives magazine. While I was there, the section editor job came up at Management Today.
I look after seven pages, editing the section, coming up with ideas for contributors, interviewing and writing, and I also write some features too.
One of the interesting pieces I put together is a section that profiles different types of jobs, and that's great fun as I get to talk to a broad range of people. I also interview some very high profile chief executives and chairmen, and I get an amazing insight into their jobs.
In retrospect, I don't think the training course is essential, but it shows you are dedicated. You need to be quite focussed when you're starting out. Use work experience to find out which environment you like best.
Julie Ann Steel, group classified advertising manager, Nursing Times (Emap Healthcare)
When I left university, I wasn't sure what I wanted to do, so I went to a graduate recruitment company and got a job as a classified executive at Nursing Times. I became sales executive and progressed through the ranks to my current role.
I manage a big team, so multi-tasking is essential - I'm in charge of nine sales executives, my deputy and two field sales representatives. Being able to deal with the day-to-day issues, developing strategy and managing budgets are all part of the job. Knowing the industry is key and I am very close to the marketplace. I talk to nurses on the job and advertising agencies to know what's going on - it allows us to develop the product and company alongside.
My working week is varied although I have the constant pressure of Thursday and Friday, which is manic as it's closing day - we carry 115 pages of classified ads each week.
We have fortnightly planning meetings when I help the team with their enquiries. I also present reports analysing the markets or report on new initiatives. I don't do as much selling as I used to, but I still dip in and out of areas. I sometimes accompany members of the team or field reps on presentations.
For me, classified was something I fell into, but I find the business-to-business environment challenging and I love working on a flagship title.
Kevin Dunne, senior marketing executive, Nursing Times (Emap Healthcare)
After my marketing degree, I went home to Carlisle and worked on regional press, firstly in ad production, then marketing, managing circulation sales. Eighteen months later, I went to work on a consumer regional title, Cumbria Life, as marketing manager.
Shortly after, I got a job with Emap Healthcare as marketing executive. At first I was responsible for reader offers which involved lots of creative work, advertising in the magazines, plus above- and below-the-line marketing. After 18 months, I started to work on subscriptions, which is becoming increasingly important in business-to-business markets.
My time is split between strategic planning, budget and project management, and the creative side of copywriting, briefing designers and managing that process. I also analyse the mailing data, examining results. I really enjoy testing different creatives, being able to write the copy and seeing the end result to the business.
Web marketing is a growing part of our business, and we're increasingly pushing people to our websites as a route to subscriptions. We're seeing subscriptions grow higher than newstand decline and this will grow.
If you are attentive, not thwarted by failure, and relish managing a project from start to finish, this is definitely the job for you. Where else can you get your mailing in front of 250k people and see a result?
