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2014 was a challenging year for the retail sector and this trend is set to continue in 2015. Those working on sales teams at publishers, like all the other disciplines, have clearly seen a big impact from the digital realm—not just in learning a new medium to sell, but a vastly increased stable of products to sell against. All of this has created scattershot results for Folio:’s 2012 Advertising Sales Salary Survey, conducted in partnership with Readex Research. At the lower rungs, ad executive base salaries and total compensation are harder to determine due to the lower response rates to the survey.
Nevertheless, it can’t be stated enough how much the product array has grown for sales teams—even as personnel numbers have been cut. Another respondent noted, “Expanded to oversee audience development for website, not just sales.
Integrated selling is another big area addressed in the verbatims, with many respondents noting the obvious transition from the long-gone focus on print.
As for what may impact compensation going forward, responses were not too optimistic but largely agreed that the transition from print to digital will continue unabated.
Advertising  sales directors and publishers in the consumer and association sectors were a bit more pleased with their base salary performances this year than their b-to-b counterparts, who were the only ones to see mean base salary decrease slightly from 2011’s survey to 2012. However, total compensation is a different story, except, once again, for the association sales directors. The gender gap, at least in terms of total comp, closed a bit from 2011’s survey to this year’s. B-to-b sales managers saw their mean base salaries plummet from $51,798 in 2011 to $42,415 this year. The gender gap is much wider for ad sales managers, with females making $26,000 less than their male counterparts in total compensation.
Years at the job still matters, with sales managers with 20 years or more in the publishing-related sales making $19,000 more than managers who have worked between 10 and 19 years in the business. This category did not receive as many usable responses to the survey as the other categories. Cross-tabulation is difficult to determine based on the low number of usable responses this year, but as in the other categories, the gender gap is significant, recording the highest difference at $29,000 less for female account executives. Company revenue seemed to have no impact on salary, with account execs at companies with less or more than $10 million both making $92,000 in total compensation. Verified publishers now have the platform’s blessing to distribute sponsored content—provided they do so within the guidelines. New MagNet study finds monthly magazines offer subscriptions for an average of 63 percent off cover price.
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As social media becomes more and more prevalent in the print & digital publication industry, we want to know which social media channels you've had the most success with! 2015 marks an incredibly busy year in the Sales and Marketing recruitment market in Ireland.
The market remains highly competitive and the demand for candidates with specialised skill sets continues to increase. Commercially savvy Product Marketers are continually in demand across the Telecommunications and Financial industries. Although base salaries are reasonably consistent with previous years, we would expect salaries in the coming year to begin to creep up for many. Amongst the Marketing professionals we surveyed, 51% expressed that the company and work culture were the most important aspects to them when choosing an employer or accepting a new job.

The increased digitalisation of both Marketing and Sales processes has left organisations seeking innovative ways to acquire and retain their customers in order to sustain a competitive advantage. On the one hand, digitisation and intellectualisation of research and design technology have become increasingly apparent.
Qualified and well trained sales professionals will still be in high demand across major cities in Mainland China. At first blush, this might seem like a good problem to have, but in a pinched market with print advertising spending still at modest levels, digital dollars may be commanding more marketer attention, but they’re only interested in spending against a limited number of opportunities. Base salaries for top-level sales directors across b-to-b, consumer and association sectors were flat to significantly up, but total compensation was flat to down. In the b-to-b sector, however, base salary is slightly down while total comp jumped up quite significantly—from $76,000 in 2011 to $90,000 in 2012.
In verbatim responses to a question about how much the job has changed in the last three years, one respondent replied, “A ton more products to sell, digital focus high, sales cycles longer. In both the b-to-b and consumer sectors, total compensation slipped, from $126,000 for b-to-b in 2011 to $125,000 in 2012 and from $123,000 for consumer in 2011 to $102,000 in 2012.
Males earned $34,000 more in total comp than females last year, which shrunk to $12,000 more this year. Consumer sales manager base salaries fell from $51,000 in 2011 to $35,532 in 2012 and association sales manager salaries fell $24,000 from 2011’s $60,525.
B-to-b fell from $89,000 in 2011 to $85,000 in 2012; consumer dropped from $75,000 in 2011 to $63,000 in 2012 and association dipped $6,000 from $75,000 in 2011.
Interestingly, the number of magazines worked on doesn’t impact compensation all that much. There were enough b-to-b account executive responses, though, to see that base salary also declined for this group—dropping about $5,000. The survey was closed for tabulation on May 4, 2012 with 193 usable responses, a 31 percent response rate. For example, Vodafone invested €60 million into their European sales centre, LinkedIn hired 300 staff with another 100 vacancies still to be filled, and Indeed announced the creation of over 300 jobs over the next two years. Digital skills remain at the forefront of interest for employers with importance placed on SEO and Data Analytics.
Companies are investing heavily in brand identity, brand safety and viewability, especially in regard to online presence.
With that said, we expect many companies to place emphasis on the overall compensation package and on benefits and bonuses instead of significant salary increases. This shift towards more digitally focused platforms has resulted in the need for Marketers across a wide variety of industries to upskill and stay invariably up to date with the evolving and shifting digital trends within the global market. By using the website you agree to the use of cookies according to your current browser settings. The result of this is a shorter delay between design and manufacturing, thus reducing costs for new products entering the market.
The fast moving consumer goods (FMCG) industry continues to expand, increasing the need for commercial talent. This is in direct contrast with one of the byproducts of the recessionary period of 2008-2010 which was a desperate search for new revenue streams—webinars, spinoff events, more newsletters, a variety of integrated marketing campaigns and on and on—to add to the traditional lines of business. Association ad sales directors, however, saw a major leap in base salary, jumping about $13,000. Association sales directors once again saw a healthy increase—from $104,000 in 2011 to $119,000 in 2012. Working in the New York City area still commands the highest levels of total compensation—$158,000 versus $110,000.

This may have to do with the broader array of products that are being sold, as well as the cross-platform nature of those sales. Total compensation, however, jumped significantly, going from $76,000 in 2011 to $90,000 in 2012. Last year, average commission for b-to-b account executives was $22,116, or about 29 percent of total compensation. Responses were filtered to include only the 153 who completed the survey and indicated their job titles matched what’s used in the survey. Prioritisation on retention of customers has led to a great deal of importance allocated to data analysis and execution of targeted campaigns.
Targeted Content Marketing remains at the forefront in terms of both B2C (Business to Consumer) and B2B (Business to Business) Marketing and this trend will continue throughout 2016.
Thus, it is integral to evaluate every aspect of the customer journey as well as analyse ways to prolong customer lifetime value. Bonuses are being paid a little more consistently and some flexible benefits (that were withdrawn c. Once again, these statistics bring the importance of employer branding for organisations under the spotlight. Emphasis on Big Data, Programmatic Marketing and Permission Marketing remain at the forefront of trends moving into 2016.
On the other hand, intelligent equipment, such as robots and automated production lines, are increasingly common.
Market indicators highlight a continued focus on improving client service levels and the overall client experience. Advertising managers across all three sectors saw significant drops in base salaries and total compensation was down for all but association ad managers, whose total comp edged up.
Employer branding is important not only to attract talent, but also for outlining the importance placed on the ‘employee experience’, It is critical for leadership to deliver the ‘employee experience’ in alignment with a strong employer brand. Employers will be looking at individuals who acknowledge the need for constant adaptation and evolution with regards to the Marketing process. Adding to this, the “machine replacing human” has been an important means for enterprises to improve production efficiency and reduce personnel costs. Professionals in this space can expect more opportunities and an attractive remuneration aligned to this growth. Our research also reflects this with a split down the middle with regards to Marketing candidates who received a pay increase this year (50%). Candidates today want to work for an organisation with a positive environment and culture, and it is the responsibility of leaders and senior managers throughout the organisation to make this happen.
A proven track record with Traditional Marketing accompanied by flair for creativity and knowledge of the various new digital platforms for optimising engagement will be the makings of successful individuals within the Marketing field in 2016. Sales VPs, key account managers, BU parts sales managers, marketing managers, digital marketing managers, event managers and project managers are highly sought after.
Sales vice presidents (VPs), key account managers, marketing managers and digital marketing managers are in high demand.
Furthermore, the majority that did receive a pay rise (33%) received quite a significant jump, ranging between 15-20%.

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