Tomorrow marks exactly one month since the start of my internship at 102.9 WMGK FM, a radio station owned by Greater Media here in Philadelphia. I have been an avid listener of 102.9 for years, so needless to say, when I got the internship, I was thrilled, although I must admit I was a bit apprehensive as well. My feelings of uncertainty stemmed from the fact that my internship would exist in the advertising sales department. As I am studying to be a copywriter, I didn’t know if I would enjoy an internship in sales and thought I may struggle a bit taking on this position without any strong account management knowledge. So far, I am happy to say that I really am enjoying my sales internship, and really haven’t struggled at all. I am learning the more business-oriented and research sides of advertising that were obviously never the focus in my creative classes. For instance, I have learned how to use big-name research databases such as Arbitron and Miller Kaplan to pull all kinds of research information for the station. As an advertising major, I have been familiar with the names of these databases since freshman year, but never had the free reign to use them like I do here. Even though I love copywriting and have no desire to become an advertising account manager or researcher, it has been interesting learning how to utilize these research program and see all of the various parameters by which advertising research can be conducted.
One thing about this internship that has been a refreshing surprise is that I still get to be creative and let my personality and ideas shine through. The account managers here are very close with their clients and take their relationships with them very seriously by going above and beyond to please them. Often times, the MGK account managers will ask others to sit in a room with them and have brainstorming sessions to help formulate the biggest and best ideas for their clients. Being a part of these brainstorming sessions and seeing the innovate thinking that goes on in this office has taught me that just because someone may not directly have the title of an advertising creative doesn’t mean that he or she isn’t a creative person or that he or she lacks cutting-edge ideas. Being a part of the inner workings of 102.9 has taught me that the quote “teamwork makes the dream work” really is true. Sure, each account manager has his or her own clients who he or she works with to make money for him or her self (and the station too, of course), but when push comes to shove, all of the account managers really work as a team. Whether it’s coming up with new ideas for a client, sharing an available advertising or sponsorship opportunity, or taking turns fixing the printer that always seems to be jammed, no one is ever alone here. As I am graduating in May and will be entering the full-time corporate world before I know it, it’s comforting to know that all businesses aren’t as cutthroat as some people make them out to be.