OPINION - Media owners have plugged the training gap

Mind the absence of a gap. This week’s feature was conceived under the headline ’The Training Gap’ but, to be honest, we didn’t expose the whereabouts of such a chasm and had to change the headline.

Mind the absence of a gap. This week’s feature was conceived under

the headline ’The Training Gap’ but, to be honest, we didn’t expose the

whereabouts of such a chasm and had to change the headline.



We are constantly told that there is a real skills shortage in media

sales - with many senior people attributing this to inadequate training

- and yet the eight companies we interrogated all demonstrated

considerable commitment to their staff.



This supports the view of Carlton Media Sales chief Martin Bowley. He

says other ’sectors’ are lagging behind media owners in training terms

and although he is far too diplomatic to name the culprits, we can guess

which suspects would be in the line-up.



Media agencies, smaller media owners and many of the new dotcom players

have found that they can lure ready-trained go-getters from the major

media owners, saving them the trouble and expense of developing their

own staff.



This does not apply to all agencies or all dotcoms, but it does go on

and it is counter-productive for the industry as a whole.



But what does all this reveal for average sales executives? Our feature

suggests it would be worth their while sticking with a major media

owner.



Don’t jump to a new sector if you are looking for the same high standard

of training and career development.



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