Professional profile of spanish public and private advertising media managers

Abstract

Introduction: The changes brought about by digitalisation process have forced all agents in the media system to adapt in order to manage their processes and systems, something that has not been alien to the advertising media or their professionals, who have had to adapt at the speed demanded by the industry in order to respond to the professional demands required. Methodology: Exploratory research is carried out through content analysis of 196 managers in the advertising and marketing areas of the media with the largest audiences, according to EGM, in conventional, public and private media, plus similar profiles of the main digital platforms that manage advertising in Spain. Results: Management, although they need to improve, can meet the demands of news and advertising companies in the digital communication era, mainly thanks to their accumulated experience in the sector, rather than to the updating or specialization of their training. Discussion: Private media professionals are more up to date and qualified in their global and digital training, have a shorter career path and more job rotation than their colleagues in public media. Conclusions: The education and training of Spanish media advertising managers requires high proactivity and self -motivation. Training in digitalization is growing, but not in the majority, especially in public media, as well as in the magazine and television sectors of private media.