It's A Yes! Making It In Media

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.

The impact of AI: How to sound human in a world of chatbot pitches

Discover how to use AI to enhance your work without sounding like everyone else—plus the prompts, tools, and human skills that matter most in 2026. EPISODE OVERVIEW In this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron explore the rapid rise of AI in media sales and recruitment. With 68% of UK businesses now using AI in their screening processes and 55% of sales professionals using it to write emails, the landscape has transformed dramatically since November 2022—and not everyone is using it well. Jo and Debra tackle the reality of "AI slop"—generic, robotic content that screams chatbot—and share how to customise AI tools to sound authentically like you. From creating personas and refining prompts to spotting the telltale signs of AI-generated content, they reveal practical strategies for making AI work for you rather than replacing you. Listener questions come from Paul, who's frustrated that his AI-written emails sound generic, Chloe, who wants to know which AI tools to learn before her next interview, and Raj, who's worried about job security in the age of AI. Three industry experts join the conversation: Claire Kearney (News UK) on AI proficiency and attitude, Josh Barnett (Lumen Research) on why effective communication matters more than ever, and Chris Turner-Green (Technology Advice) on the AI workflows that actually enhance B2B selling. WHAT THIS EPISODE COVERS 1. The shocking speed of AI adoption: 68% of UK businesses using it for recruitment screening 2. Spotting AI-generated content: American spelling, emojis, capital letters, and em dashes 3. Creating AI personas: teaching your chatbot to write like you with tone, style, and voice 4. The art of prompt engineering: why clarity in instructions determines quality of output 5. AI hallucinations: why you can't trust everything AI tells you without critical thinking 6. How AI is impacting recruitment processes 7. AI-accelerated, people-powered: using AI to save time, not replace human connection 8. Account research acceleration: reducing half-day research to 3-4 minutes 9. Call recording and AI summaries: never missing a follow-up action again 10. Why Gen Z needs to practice face-to-face communication more than any previous generation GET IN TOUCH If there's a media career question, challenge or experience you'd like us to explore, email 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 AI effectively without losing your human touch. 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 who's navigating the AI revolution in sales or recruitment. MORE FROM JO & DEBRA 1. Subscribe to Jo and Debra’s newsletter [https://makingitinmedia.com/], to get your FREE guide to the Top Media Sales Tips for 2026 2. Join one of Debra’s upcoming media sales workshops [https://makingitinmedia.com/sales-training-courses/] 3. Follow Jo on LinkedIn here [https://www.linkedin.com/in/jo-wood-7060854/?originalSubdomain=uk] 4. 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.

Negotiation skills - don't cave! Holding your ground in tough negotiations

Learn how to handle price objections, add value without discounting, and close deals with confidence—even when clients push back hard. EPISODE OVERVIEW In this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron tackle one of the most crucial skills in media sales and recruitment: negotiation. The moment a client asks "can you do it for less?" determines whether you're seen as a partner or just another vendor. How you negotiate shapes your entire relationship—and of course, your income. Jo and Debra explore why some people relish negotiation while others find it vulgar and avoid it entirely. They break down the two essential stages of any negotiation: preparation (knowing your like, intend, and must outcomes) and execution (having the skills to pace the conversation while building credibility). From salary negotiations to handling steep discount requests, they reveal the strategies that separate average closers from top billers. Listener questions come from Josh, who's negotiating for the top end of a salary band, and Sophie, whose client loves the proposal but wants a 30% discount. Jo and Debra provide practical frameworks including the "value menu" approach—a creative alternative to caving on price. Plus, three industry experts share their takes: Emma Cranston (The Ozone Project), Steve Filler (ShowHeroes), and Rimi Atwell (Netmums) on what agencies respect, how to avoid racing to the bottom, and holding your nerve when clients push back. WHAT THIS EPISODE COVERS 1. Cultural taboos around discussing money—and why salespeople hide behind email 2. How to pitch for the top end of a salary band without pricing yourself out 3. The value menu approach: adding value instead of dropping price 4. Why face-to-face negotiation is more powerful than email back-and-forth 5. The "one shot" theory: why you might only get one chance at the pitch 6. Trial closing in the first conversation—don't wait for a follow-up that may never come 7. What agencies respect in negotiation (integrity, bespoke responses, collaboration) 8. How to avoid a race to the bottom on CPMs when selling challenger solutions 9. Taking a beat: why pausing before responding gives you control THE YES LIST Dragon's Den — Series 22, Episode 12 (BBC iPlayer) Debra recommends this specific episode featuring an entrepreneur who handles objections from five incredibly tough investors simultaneously. Watch here: https://www.bbc.co.uk/iplayer/episode/m001w0z0/dragons-den-series-22-episode-12https://www.bbc.co.uk/iplayer/episode/m001w0z0/dragons-den-series-22-episode-12 [https://www.bbc.co.uk/iplayer/episode/m001w0z0/dragons-den-series-22-episode-12] GET IN TOUCH If there's a media career question, challenge or experience you'd like us to explore, email hello@makingitinmedia.com UPCOMING WORKSHOPS Debra runs live, interactive online media sales training workshops focused on building commercial confidence and capability, including negotiation skills. 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 who needs to hold their ground in tough negotiations. MORE FROM JO & DEBRA 1. Subscribe to Jo and Debra’s newsletter [https://makingitinmedia.com/], to get your FREE guide to the Top Media Sales Tips for 2026 2. Join one of Debra’s upcoming media sales workshops [https://makingitinmedia.com/sales-training-courses/] 3. Follow Jo on LinkedIn here [https://www.linkedin.com/in/jo-wood-7060854/?originalSubdomain=uk] 4. 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.