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Here's a list of books, newsletters and training programs that will help rookie media planners hit the ground running.
Question:
I am new to the media planning industry and have secured a position as a media planner. My educational background is not in communications or media but I am eager to learn. What are the best resources (books, etc.) that will help me gain a firm foundation and get on my feet quickly?
Answer:
Congratulations on your new position. You should find this to be a rewarding career choice.
iMedia's Media Strategies Editor Jim Meskauskas has spent the last 13 years working in media at advertising agencies, handling both online and traditional media accounts that ranged from Nestlé Beverage to Amazon.com to Schering-Plough. Having mentored many newbies, he was able to provide me the following list of books to read, newsletters to stay abreast of and training programs to seek out.
Books
"These are books that can both be helpful as far as the tasks of media planning are concerned (concepts of media planning, developing strategy, methodologies of practice), as well as providing just plain-old good brain food, that, while not necessarily directly linked to the profession of media planning, will still be helpful in putting your head in the right place," says Meskauskas.
Advertising Media Planning -- "This is a textbook-like book by Jack Sissors and Roger Baron. It covers a lot of the basics you'd learn in a class."
Advertising Reach and Frequency by Colin McDonald-- "This is another textbook. It covers probably the most important concepts in media planning: reach and frequency."
Ogilvy on Advertising by David Ogilvy, the godfather of advertising -- "While a creative guy (not media), what he has to say about advertising consists of some of the most important truths about marketing and mass communication."
The Online Advertising Playbook by Joe Plummer, Steve Rappaport, Taddy Hall and Robert Barocci -- "There's good, practical information here that will introduce you to the practice of digital/online media planning."
Public Opinion, by Walter Lippman -- "This book was published in 1922. The focus is on media and democracy, and whether or not those two things can co-exist. While it was meant as an academic work warning that the rise of mass media as the source of information can lead to its use for propaganda and, ultimately, render democracy impossible, the book went on to become one of the seminal texts for the public relations industry."
Coercion: Why We Listen to What "They" Say by Douglas Rushkoff -- "This book is probably more about the ills that can be caused using the tools of mass persuasion (remember the Nazis?), but Rushkoff covers how marketing is getting more aggressive, reviewing the increasingly coercive techniques marketing employs to ingrain its message in the minds of consumers, as well as its results. He goes from CIA interrogation techniques to advertising at football stadiums."
Newsletters/magazines
"These are really more about industry news," says Meskauskas. "However, iMedia Connection in particular can be very helpful with some 'how-to' articles as well."
[Editor's note: A source quoted in this piece, Jim Meskauskas, has requested that his quote on training be removed due to the fact that he was not aware his opinion was being referenced on the record.]
I hope you find this to be helpful. If anyone else has recommendations, please add them to the comments below.
Dawn Anfuso is former senior editor at iMedia Connection.