Selling Audio and Podcasts: Skills, Trends & Career Opportunities

Selling Audio and Podcasts: Skills, Trends & Career Opportunities

Audio is evolving fast, creating new opportunities for media sales professionals, commercial teams and anyone looking to build a successful career in media. Episode Overview: From digital radio and streaming to podcasting, video content and AI, the audio landscape is changing rapidly. As brands invest more heavily in audio advertising and publishers expand their podcast offerings, demand is growing for people who understand how to sell, package and commercialise these platforms effectively. In this episode of It’s A Yes! Making It In Media, Debra Sharron and Jo Wood are joined by Andy Goldsmith, formerly UK President of Audioboom UK, and Russell Pedrick, Managing Director of Octave at News UK. Together, they explore how the audio market is evolving, what makes podcast advertising so effective, the growing role of video and AI, and the skills media professionals need to succeed in this increasingly dynamic sector. WHAT THIS EPISODE COVERS: * Why audio remains one of media’s most engaging advertising channels * How podcast advertising differs from traditional radio advertising * Why host-read podcast ads continue to deliver strong commercial results * The growing role of video in podcast discovery and monetisation * How AI is changing media sales, content creation and measurement * The skills employers are looking for in today’s audio sales professionals * Why adaptability remains one of the most valuable career assets in media YES LIST ALCHEMY: THE SURPRISING POWER OF IDEAS THAT DON’T MAKE SENSE - RORY SUTHERLAND Debra and Jo recommend this marketing and behavioural science classic for anyone working in media sales, advertising or commercial media. Rory Sutherland explores why people don’t always make decisions logically and how understanding human psychology can create more effective marketing, stronger commercial propositions and better sales conversations. Drawing on examples from advertising, branding and behavioural economics, the book challenges conventional thinking about value and highlights the importance of perception, trust and emotional connection. Top takeout: People don’t behave logically, they behave psychologically. Understanding how people think can often be more valuable than understanding what the data says. Purchase here [https://www.amazon.co.uk/Alchemy-Original-Thinking-Mind-Numbing-Conformity/dp/0753556529/ref=tmm_pap_swatch_0] GET IN TOUCH Send your questions to hello@makingitinmedia.com [hello@makingitinmedia.com] MORE FROM JO & DEBRA * Subscribe to Jo and Debra’s newsletter [https://makingitinmedia.com/], to get the key insights and takeaways from each episode * Join one of Debra’s upcoming media sales workshops [https://makingitinmedia.com/sales-training-courses/] * Follow the show on YouTube [https://www.youtube.com/@ItsaYES-MakingitinMedia] * Follow the show on Spotify [https://open.spotify.com/show/7JrbQw93NLh9boHjXdRFGt?si=5c601d1034054c5f] * Follow Jo on LinkedIn here [https://www.linkedin.com/in/jo-wood-7060854/?originalSubdomain=uk] * Follow Debra on LinkedIn here [https://www.linkedin.com/in/debrasharron/] DISCLAIMER The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

Why Events Sales is Back and Bigger Than Ever

Discover how live events are creating new career and revenue opportunities across the media industry in 2026. Episode Overview In this episode of It’s A Yes! Making It In Media, Jo Wood and Debra Sharron explore why events sales has become one of the fastest-growing and most commercially exciting sectors in the industry. From conferences and exhibitions to awards, sponsorships and experiential partnerships, the events landscape has evolved far beyond traditional trade shows. Jo and Debra break down what modern event sales actually looks like, how media businesses are building revenue through live experiences, and why demand for commercially minded salespeople in this space continues to grow. They explore the skills required to succeed, the growing importance of networking and relationship building, and why human connection has become even more valuable in an increasingly digital world. Later in the episode, they’re joined by Colin Ennis [https://www.linkedin.com/in/colinennis1/], Divisional Sales Director of Events and Online Marketplaces at emap, who shares practical insights into building high-performing commercial teams, developing talent and creating strong sales cultures. Colin also explains why delegate sales remains one of the strongest entry points into media sales and what separates high performers from the rest. Whether you’re exploring a career in media sales or looking to sharpen your commercial skills, this episode offers a clear view into one of the industry’s biggest growth areas. WHAT THIS EPISODE COVERS * Why live events have become a major growth area for media businesses * How the events industry has evolved post-pandemic * The difference between delegate sales, exhibition sales and sponsorship sales * Why events create powerful opportunities for audience engagement and networking * How sponsorship has evolved beyond simple logo placement * Why emotional intelligence and relationship building matter in event sales * The skills and mindset employers look for when hiring commercial talent * Why coachability and resilience are critical for career progression * How modern sales teams are becoming more collaborative and development-focused * Why events sales can accelerate career growth across the media industry YES List The HBR Guide to Smarter Networking — Harvard Business Review Debra recommends this practical guide for anyone who wants to feel more confident building professional relationships and navigating networking environments. Whether you’re attending industry events, meeting clients or growing your career in media, the book focuses on how to create genuine connections rather than relying on awkward small talk or forced self-promotion. Packed with actionable advice and research-backed insights, it covers everything from starting conversations and building rapport to following up effectively and developing long-term professional relationships. Top takeout: Networking is not about collecting contacts. It’s about building meaningful relationships over time and learning how to create valuable conversations with confidence. Purchase here [https://www.amazon.co.uk/HBR-Guide-Smarter-Networking/dp/1647823358] GET IN TOUCH Send your questions to hello@makingitinmedia.com [hello@makingitinmedia.com] MORE FROM JO & DEBRA * Subscribe to Jo and Debra’s newsletter [https://makingitinmedia.com/] to get the key insights and takeaways from each episode * Join one of Debra’s upcoming media sales workshops [https://makingitinmedia.com/sales-training-courses/] * Follow the show on YouTube [https://www.youtube.com/@ItsaYES-MakingitinMedia] * Follow the show on Spotify [https://open.spotify.com/show/7JrbQw93NLh9boHjXdRFGt?si=5c601d1034054c5f] * Follow Jo on LinkedIn here [https://www.linkedin.com/in/jo-wood-7060854/?originalSubdomain=uk] * Follow Debra on LinkedIn here [https://www.linkedin.com/in/debrasharron/] DISCLAIMER The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

Selling Print & Digital in 2026

Learn how print and digital media now work together and what that means for media sales careers in 2026. EPISODE OVERVIEW In this episode, Jo and Debra explore how print and digital commercial solutions are evolving in today’s UK media landscape. While digital spend continues to grow, the role of print hasn’t disappeared. Instead, it has shifted, becoming part of a broader, more integrated approach to reaching audiences. Jo and Debra break down what this means in practice, from how media owners are packaging inventory to how sellers need to position different channels. They explore the changing expectations from advertisers, the growing importance of first-party data, and why hybrid roles are now the norm for anyone building a career in media sales. Later in the episode, they’re joined by Cath Waller [https://www.linkedin.com/in/cath-waller-8b052410/], Managing Director of Advertising at Immediate Media, who shares how one of the UK’s leading publishers has evolved from a print heritage into a multi-platform business spanning digital, partnerships, and experiential. Whether you’re starting out in media or looking to sharpen your commercial approach, this episode gives you a clear view of how the industry is changing and what that means for you. WHAT THIS EPISODE COVERS * Why “print vs digital” is no longer a reliable framework in media sales * The distinct roles of print (trust, attention, brand building) and digital (targeting, scale, measurement) * How publishers are moving towards integrated, multi-platform commercial solutions * Why first-party data and direct audience relationships are becoming more valuable * What programmatic actually means in simple terms * The shift from traditional formats to native content and partnerships * How experiential and live events are becoming part of the media mix * What skills and mindset you need to succeed in modern media sales * How AI is likely to impact roles and opportunities in the industry YES LIST Who Moved My Cheese? — Dr. Spencer Johnson Debra recommends this as essential reading for anyone working in commercial media, where change is constant and standing still is never an option. Spencer Johnson’s simple but powerful story follows four characters, two mice and two little people, as they react when their “cheese” disappears, representing the things we rely on most, whether that’s clients, budgets, opportunities, or job security. The lesson is clear: some people spot change early and adapt quickly, while others resist, complain, and wait too long to move. In media sales, where algorithms shift, budgets tighten, and client priorities change overnight, the ability to anticipate and act is everything. Top takeout: Your cheese will move. The people who succeed are the ones who stay curious, test new opportunities, and treat uncertainty as part of the job, not a problem to avoid. Ask yourself: are you moving with change, or waiting for things to go back to how they were? Purchase here [https://www.amazon.co.uk/Who-Moved-My-Cheese-Amazing/dp/0091816971] GET IN TOUCH Send your questions to hello@makingitinmedia.com [hello@makingitinmedia.com] MORE FROM JO & DEBRA * Subscribe to Jo and Debra’s newsletter [https://makingitinmedia.com/] to get the key insights and takeaways from each episode * Join one of Debra’s upcoming media sales workshops [https://makingitinmedia.com/sales-training-courses/] * Follow the show on YouTube [https://www.youtube.com/@ItsaYES-MakingitinMedia] * Follow the show on Spotify [https://open.spotify.com/show/7JrbQw93NLh9boHjXdRFGt?si=5c601d1034054c5f] * Follow Jo on LinkedIn here [https://www.linkedin.com/in/jo-wood-7060854/?originalSubdomain=uk] * Follow Debra on LinkedIn here [https://www.linkedin.com/in/debrasharron/] DISCLAIMER The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

From frustration to fixes: Bridging generation gaps in media

Discover how to navigate the four-generation workplace, challenge outdated practices without seeming arrogant, and build teams that genuinely get the best out of everyone. EPISODE OVERVIEW This episode of It's A Yes! Making It In Media tackles one of the most talked-about topics in modern workplaces: generation gaps. For the first time in history, four generations are working side by side—Baby Boomers, Gen X, Millennials, and Gen Z—each bringing different expectations, communication styles, and values to the table. Jo and Debra explore what this looks like inside the media industry right now, from the challenge of working in open plan offices and shared Slack channels to navigating hybrid working expectations across generations. They share practical strategies for younger professionals who want to challenge "this is how we've always done it" without seeming arrogant, and millennial managers trying to bridge the gap with Gen Z team members who have completely different expectations about promotion timelines and work-life balance. Listener questions come from Ella, age 24, who's struggling to challenge outdated practices, and Dan, a millennial manager navigating Gen Z expectations. Industry experts Claire Kearney (News UK) and Darren McKay (Alight Out of Home) share honest perspectives on what actually works—from reverse mentoring and employee networks to the truth about Gen Z stereotypes. WHAT THIS EPISODE COVERS * The four generations in today's workplace: Boomers, Gen X, Millennials, and Gen Z * Setting clear expectations: what Gen Z needs to achieve before getting promoted * Reverse mentoring: what older generations can learn from younger colleagues * The importance of asking questions to understand different generational values * Managing promotion expectations: honest conversations about budgets, profits, and progression * What else motivates beyond money: recognition, new projects, and feeling connected to work * Challenging Gen Z stereotypes: do they really lack commitment and work ethic? * Why Gen Z's uncompromising attitude toward life outside work is actually admirable GUEST EXPERTS Claire Kearney — Head of Learning and Development at News UK Darren McKay — Commercial Director at Alight Out of Home THE YES LIST Eat Sleep Work Repeat — Bruce Daisley (Podcast & Newsletter) This episode's recommendation is Bruce Daisley's podcast and newsletter. Bruce is former VP of Twitter Europe and has held senior roles at YouTube and Google, so he really understands fast-moving commercial environments like media. He researches what makes workplace culture genuinely work, and whether you're leading a team or part of one, there's something here for everyone. Head to eatsleepworkrepeat.com [http://eatsleepworkrepeat.com], sign up for the newsletter, and get curated insights, the latest workplace research, and Bruce's straight-talking take delivered straight to your inbox. GET IN TOUCH This is the final episode of Series 1! The podcast will return at the end of May with Series 2. In the meantime, the hosts would love to hear your thoughts on the podcast, including which topics you'd like them to explore in Season 2. Send your feedback and Series 2 topic suggestions to hello@makingitinmedia.com UPCOMING WORKSHOPS Debra runs live, interactive online media sales training workshops focused on building commercial confidence and capability. Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/ [https://makingitinmedia.com/sales-training-courses/] SUBSCRIBE & SHARE Follow the show for conversations about building a career in media, and share this episode with someone navigating generational dynamics in their workplace. * Subscribe to Jo and Debra’s newsletter [https://makingitinmedia.com/], to get your FREE guide to the Top Media Sales Tips for 2026 * Join one of Debra’s upcoming media sales workshops [https://makingitinmedia.com/sales-training-courses/] * Follow Jo on LinkedIn here [https://www.linkedin.com/in/jo-wood-7060854/?originalSubdomain=uk] * Follow Debra on LinkedIn here [https://www.linkedin.com/in/debrasharron/] ABOUT THE HOSTS It’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron. Jo is Managing Director of The Media Exchange [https://www.themediaexchange.com/], a specialist media recruitment consultancy working closely with candidates and employers across the industry. Debra is founder of Media Sales Training [https://media-sales-training.co.uk/], where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers. Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry. Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.

Getting the most from LinkedIn

Learn how to build a powerful LinkedIn profile, create content that gets noticed, and turn digital connections into real sales conversations. EPISODE OVERVIEW In this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron explore how LinkedIn has evolved from optional to essential—especially in a post-pandemic world where it's become the go-to place for creating connections. With over two billion accounts and only 1% of users actually posting content, there's a massive opportunity to stand out if you know what you're doing. Jo and Debra break down the fundamentals: why your profile picture matters more than you think, how to write connection requests that actually get accepted (hint: make it about them, not you), and whether you should use that green "open to work" circle. They explore the polarising debate about how personal versus professional LinkedIn should be, the mysterious algorithm that rewards engagement 15 minutes before and after you post, and why video content gets 20 times the engagement of written posts—even when you hate the sound of your own voice. Listener questions come from Liam, who's updating his profile for job hunting, and Maya, who posts regularly but gets barely any engagement. Plus, industry expert Chris Turner-Green (Technology Advice) shares how his team turns LinkedIn connections into real sales conversations by adding value in every message, comment, and opinion—not just pitching. Whether you're using LinkedIn to land your next role or generate new business, this episode delivers the strategies, tools, and mindset shifts you need to go from zero to hero. WHAT THIS EPISODE COVERS * How LinkedIn went from "what do I need that for?" to impossible to live without * Why LinkedIn is the only major player in its space—and what that means for users * The commercial vs. personal debate: finding the right balance for your brand * Why posts with your photo outperform other content types (even if you hate looking at yourself) * Social Selling Index (SSI) scores: measuring your LinkedIn proficiency against your sector * The algorithm mystery: engaging 15 minutes before and after you post for maximum reach * The green "open to work" circle: why it's a no-brainer if you need a job * Why only 1% of LinkedIn users actually create content—and how that sets you apart * Video gets 20x the engagement of written posts (but it takes you out of your comfort zone) * Connection requests: the art of flattering without full-blown pitching * The power of "you" in sales communication: flipping the script from me to you * The LinkedIn police: what happens when you connect with too many third-degree contacts * Top tips for job hunters: profile pictures, correlating CV dates, skills, achievements, and recommendations GUEST EXPERT Chris Turner-Green — MD at Technology Advice Chris explains how his team turns LinkedIn connections into real sales conversations by becoming "LinkedIn warriors" who add value in every message rather than just pitching. YES LIST Atomic Habits — James Clear Debra recommends this Sunday Times bestseller as potentially the most important book for your media sales career. Clear's premise: tiny changes lead to remarkable results. Instead of "I need to completely overhaul my prospecting," you might start with "I'll make three new LinkedIn connections every morning." That's manageable, but over a year, that's 750+ new connections. Her favourite concept is habit stacking—linking new habits to existing ones, like "After I finish my morning coffee, I'll review my pipeline for 10 minutes." Top takeout: Stop relying on motivation and start building systems. Identify one small habit you can do consistently—prospecting, follow-ups, LinkedIn engagement—and make it automatic. Small habits compound into big results. More here: https://jamesclear.com/atomic-habitshttps://jamesclear.com/atomic-habits [https://jamesclear.com/atomic-habits] GET IN TOUCH Send your questions to hello@makingitinmedia.com UPCOMING WORKSHOPS Debra runs live, interactive online media sales training workshops focused on building commercial confidence and capability, including how to use LinkedIn effectively for business development. Details of upcoming sessions can be found here: https://makingitinmedia.com/sales-training-courses/https://makingitinmedia.com/sales-training-courses/ [https://makingitinmedia.com/sales-training-courses/] SUBSCRIBE & SHARE Follow the show for conversations about building a career in media, and share this episode with someone navigating the recruitment process or looking to sharpen their personal brand. MORE FROM JO & DEBRA * Subscribe to Jo and Debra’s newsletter [https://makingitinmedia.com/], to get your FREE guide to the Top Media Sales Tips for 2026 * Join one of Debra’s upcoming media sales workshops [https://makingitinmedia.com/sales-training-courses/] * Follow Jo on LinkedIn here [https://www.linkedin.com/in/jo-wood-7060854/?originalSubdomain=uk] * Follow Debra on LinkedIn here [https://www.linkedin.com/in/debrasharron/] ABOUT THE HOSTS It’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron. Jo is Managing Director of The Media Exchange [https://www.themediaexchange.com/], a specialist media recruitment consultancy working closely with candidates and employers across the industry. Debra is founder of Media Sales Training [https://media-sales-training.co.uk/], where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers. Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry. Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.