Conclusion

Like any business, the media industry evolves in cycles. In the past, there have been few job openings at media companies, but now, as content converges and more media companies are looking for ways to branch out and reach larger population bases, there is an increase in the availability of highly coveted marketing positions. However, the availability of new technologies and new developments in the media industry have created a demand for new kinds of experience, cultural knowledge and skills sets that candidates must be aware of if they wish to see for such a position. When searching for a marketing position in the media industry, it is important to know that the industry is highly heterogeneous. Because of this it can be difficult to identify what sort of marketing jobs are most prevalent. HarperCollins and MySpace, for example, are both media businesses and are owned by the same parent, but they go to market in very different ways. In addition, they have different revenue models that require very different forms of marketing. Marketing opportunities abound in a variety of niche specialties. For example, an e-commerce company might be interested in hiring marketing professionals to support customer acquisitions or product development, while a magazine might need marketing support in circulation. Candidates should focus on where their skills and interests lie before pursuing marketing positions at media companies so that they can adequately match their qualifications to a specific marketing function.

The career potential for marketers in the media industry is anticipated to keep growing. Should the economy dip, this may change slightly, however the media industry is fairly resilient and the continued conglomeration and convergence will ensure growth for years to come. On the whole, the media space is a welcome environment for ambitious marketers who will continue to enjoy good career prospects and interesting, meaningful work.

References

1. http://www.tutor2u.net/

2. http://marketing.about.com/

3. http://en.wikipedia.org

4. D. Daniels, Lee H. Radebaugh, International Business. "Moscow - 1994

5. Web-site «Big Direct Marketing» http://www.b2b.ru/

6. "Basic Marketing" by F. Kotler, Moscow – 1995

7. Lamb J. - Strategic Marketing - London.: Economics, 1998

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