Employment Challenges & Opportunities for Mass Communications Graduates

By

Amani Channel, MA

University of West GeorgiaCollege of Mass Communications

Copyright 1/1/13

Channel Page 1

Abstract

Job opportunities for mass communications graduates are making a modest recovery after the serious decline observed during the height of the Great Recession from 2007 through 2009. The decline, which resulted from a loss in advertising and classified revenue and the increasing availability of free information on the Internet, has left lasting effects on media jobs market.

This paper will use data collected from the University of Georgia’s Annual Survey of Journalism and Mass Communications Graduates, The Bureau of Labor Statistics, and other sources to examine the employment challenges and opportunities for mass communications graduates.

Research indicates that the number of traditional print journalism jobs and their salaries will continue to decline. Broadcast journalism jobs are rebounding, though the pay is stagnant. The number of advertising, marketing and PR jobs, as well as their salaries, are expected to increase in years to come. The greatest employment potential exists on the Internet, which is already a dominant employer.

This author suggests that any mass communications program that doesn’t educate students in new media disciplines like blogging, multimedia journalism, and web design isn’t preparing its graduates for employment success.

State of the Job MarketIn recent years, specifically during the Great Recession, employment has been challenging for mass communications graduates. The recession lasted from 2007 through 2009. During that time, 8.8 million jobs were lost, but the job market is still experiencing ripples from the economic tidal wave (Zuckerman, 2011). The 2011 Annual Survey of Journalism and Mass Communication Graduates sums it up, “The job market for journalism and mass communication graduates in recent years has been horrible, and the recovery that is in evidence from the experiences of the 2011 graduates is only a modest one” (Becker, Vlad, Kalpen K; 2012 p.9.).

The losses are notable. According to UNITY’s Layoff Tracker Report, at one point journalism industry jobs were lost at three times the average of jobs to the general economy monthly. 46,599 journalism jobs were lost between January 1, 2008 and September 15, 2009.  During this time, media outlets like the Rocky Mountain News, Albuquerque Tribune, and the Seattle Post-Intelligencer ceased operations. (Stevens, A.; 2009)

Though the job market is making modest improvements, challenges remain. In general, hiring has picked up slightly, but salaries and benefits are flat for broadcasters, and the outlook for print reporters is not optimistic. (Becker, Vlad, Kalpen K; 2012) (Hodierne, 2009).

One bright spot appears to be opportunities that involve the Internet and social media. More graduates are finding jobs that utilize writing and editing online, and educational institutions seem to be doing an adequate job preparing them for these opportunities. (Becker, Vlad, Kalpen; 2011).

A summary of the job outlook, trends, and salaries for various mass communications professionals follows.

Newspaper JobsThere is no doubt that the print journalism industry has seen better years (Hodierne, 2009). Being a newspaper reporter is ranked among the top 10 worst jobs (CareerCast, 2012). The industry is littered with tales of layoffs and buyouts that have recently affected mainstream organizations like Newsweek and the New York Times (Poynter, 2012).

The declines stem from free and accessible news via the internet and classified ads which have led to less profits, lower salaries, and in many cases, job cuts (Grabowicz, P., 2012). While many newspapers have refocused efforts towards creating digital content, the increasing ad revenue generated from online revenue

does not currently make up for the losses from print revenue (Edmunds, Gunskin, & Rosentiel; 2012) College graduates who work for weekly newspapers average $26,000 (Becker, Vlad, Kalpen; 2011). This is in line with industry averages as reported by the Bureau of Labor Statistics which indicates that on the low end, salaries start at about $25,000 while on the high end reporters average about $75,000.00 a year. Additionally newspaper jobs are predicted to drop by 8%. Note: The Bureau for Labor Statistics groups broadcast and print reporters in the same category.

Broadcast JobsThe salary range for broadcast news reporters ranges from $16,000 to $200,000, and the average annual salary is $40,000. 1,131 TV news jobs were added in 2011, which equates to a total of 27,653 full time jobs. That is a gain of 4.3% staffing positions over the previous year, and the second to highest news staff average. (Papper, 2012).

The RTDNA/Hofstra University Annual Survey suggests that broadcast TV has rebounded from The Great Recession. Broadcast TV profitability is nearly 60—the highest it’s been since 1998. That doesn’t mean that broadcast journalists are making more money overall. The 2012 TV and Radio News Staffing and Profitability Survey suggests that income levels are stagnant. Broadcast news salaries rose 2.0% in 2011, indicating that hiring efforts were focused on young, less experienced staff. When adjusted for inflation, both radio and TV news professionals, “lost ground in real wages.” (Papper, 2011b).  

AnnouncersThe Bureau of Labor Statistics groups both radio and TV announcers together. These jobs range from news, sports, and music presenters, to those who serve as master of ceremonies (emcees), interviewers, and DJs.

Jobs for radio and TV announcers are expected to grow 7 percent from 2010 to 2020, which isn’t keeping pace with the average for other occupations.  Those who work as public address system and other announcers can expect a 5 percent growth during the same time frame, which again is slow when compared to other industries.  (Bureau of Labor Statistics; 2012b).

Radio The average and median salaries are up approximately $3,000.00 from 2011. Radio reporters who work for stations with 50,000 to 250,000 listeners had a median salary of $30,000 while those who work at stations with fewer than 50,000 listeners made a median salary of $18,500 (Papper; 2012b). Graduates who found full-time work in radio averaged $27,500 (Becker, Vlad, Kalpen; 2012).

Non-journalism JobsThere was a significant improvement in 2011 job prospects in the telecommunications field as well as graduates who majored in advertising and public relations (Becker, Vlad, Kalpen; 2012).

Job opportunities for Public Relations specialists are expected to increase 23 percent from 2010 to 2020, above the pace of other occupations. The median pay for PR professionals is $57,550 (Bureau of Labor Statistics, 2012c)

Employment is expected to grow 14 percent from 2010 to 2020 for advertising, marketing, and promotions professionals, which will keep pace with other occupations. The median salary for advertising and promotions managers is $83,890, while the median pay for marketing managers is $112,800 (Bureau of Labor Statistics, 2012d).

Online ReportersA number of large news outlets have created community news sites that feature the same type of stories as small-town newspapers.  It appears to be more difficult to track the salaries for those employed at digital news outlets however.   In general, a reporter/editor will maintain a site and post to it throughout the day. Salaries range from $38,000 to $42,000, while other digital outlets use the number of hits, page views, or each story written to determine the compensation (Scott; 2012).

Freelance There are opportunities for journalists to freelance for news organizations that have downsized, which enables these operations to maintain their news coverage.  Often times freelancers are seasoned, experienced journalists.  In the 1990s, freelance writers earned as much as $1 per word for writing, but the market has since been flooded with writers, which has affected the pay scale (Scott, 2012).  

Other factors can affect the salaries for professional writers such as the city where one lives, and the individual’s reputation.  When it comes to copywriting, there are writers who make $50 an hour and those who command up to $300 an hour. (FreelanceSwitch, 2012)

Freelance broadcasters and video professionals also can find work from corporations, news outlets, and other organizations.  Camera operators for example, generally will invest in their own equipment and charge by the day, or half day.  While rates vary depending on the experience, job, client, and equipment, the rates of freelance director of photography Alex Gazio appear consistent with freelance rates. A full-day High Definition shoot is $1,400, while a half-day standard definition shoot is $650.00(GazioProductions, 2012).

Job Outlook for College GraduatesThe University of Georgia’s Annual Survey of Journalism and Mass Communications Graduates provides comprehensive analysis into the health of the media industry and employment opportunities for college graduates (Becker, Vlad, Kalpen; 2012).  

The 2011 survey reveals a slight increase in full-time employment opportunities for job seeking mass communications graduates. Full-time employment hit 62.2%, up from 58.2 percent a year earlier for bachelor degree recipients.

54.8 percent of the graduates surveyed found full-time employment, up from 52 percent in the previous year. Salaries also increased slightly, but when adjusted for inflation, graduates earned less than they did in 2006. 2011 graduates averaged about $31,000 a year while master’s graduates earned about $40,000. Salaries aren’t keeping up with inflation, however, and benefits in 2011 were more inline with 2010.

In general, women were more successful than men as far as finding employment, however, minorities continue to struggle to find work when compared with non-minorities.  That being said, the gap between the level of employment of minority and non-minority graduates is lower.

According to Monster, there are numerous employment opportunities that now exist for journalism graduates that include: book editor, content producer, copywriter, grant writer, newservice writer, newsletter writer/editor, public relations specialist, sport information director, and technical writer (Vogt, 2012).

New OpportunitiesAs far as potential growth areas, the opportunities appear to be on the Internet. According to Ad Age, one in six people who now work in media are employed by an internet-media business. It also suggests that more people are working for an Internet-media business than for cable TV, radio, magazines and broadcast outlets (Johnson; 2012).

Regarding relevant job skills, the 2011 Annual Survey of Journalism and Mass Communication Graduates indicates that seven out of 10 bachelor’s degree recipients said they received sufficient web skills including writing and editing for the web, using and creating blogs, and using social media professionally. Two-thirds of graduates found work writing and editing for the web, while one out of five found jobs building and designing websites. Social networking has also provided more opportunities, with more than half of the graduates indicating that social media is a part of their work responsibilities (Becker, Vlad, Kalpern; 2012).

But what kind of jobs are out there? The Center for Sustainable Journalism offers a list of emerging opportunities that includes: social media strategist,

blogger, multimedia reporter, headline optimizer, social media reporter, curator, and e-book creator to mention a few (Oberst, 2011). Another trend is that more graduates are using media technology like a still or video camera, along with photo editing, or non-linear editing software.

SummaryThough there are challenges for mass communication graduates in general, there is reason to be hopeful. On one side, print journalism jobs are expected to continue to decline, and traditional print publications will continue to struggle. On the other side, broadcast jobs seem to have rebounded though salaries remain flat, and the outlook for PR, marketing and telecommunications jobs remains strong. And the Internet is going to continue to grow, disrupt, and innovate.

This is unquestionably an era of great change, which means that academic institutions have an even greater responsibility to train and equip graduates for the evolving job landscape.

Regardless of what changes occur in the mass communications job market, the fundamentals haven’t changed. “All communicators need to understand their audiences to best craft meaningful messages” (Denny; 2010). Ford (2011) shares a similar position.

We'll still need professionals to organize the events of the world into narratives, and our story-craving brains will still need the narrative hooks, the cold opens, the dramatic climaxes, and that all-important "■" to help us make sense of the great glut of recent history that is dumped over us every morning.

In this new media era, it means that graduates need to have a command of basic and diverse skills to meet the demands that that job opportunities may bring. The bottom line is that academic institutions that aren’t teaching convergence journalism and new media skills including, blogging, search engine optimization, web design and app development, for example, aren’t best equipping graduates for success in the job market.

References

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