Media Buying 101 – Hobart and William Smith Colleges \
The HWS Update

Media Buying 101

Marketing has always been a field that has intrigued Gabby Berkman ’11. This summer, she is putting her interests and skills to use working as a contact media intern with Kelliher Samets Volk, a Burlington, Vermont advertising agency.

Berkman, an English major with a double minor in political science and media and society, says her work involves the buying and selling of media space. Her duties include working with newspapers to update their information, tracking client ads as well as competitor ads in various publications, researching locations for clients, reviewing Web sites and blogs, tracking Facebook fan pages for clients, and getting in touch with online advertisers, and much more.  

“I basically do anything the Contact group needs me to do, and that normally includes a lot of research, and reaching out to representatives at publications and agencies.”

Berkman credits HWS for making her tech savvy, improving her writing skills and equipping her with adequate research skills needed for her work. “Communication skills are extremely important for this internship because I interact with so many people on a daily basis,” Berkman said. “I am learning so much both through my own projects and research and from working and watching members of the Contact group do their jobs.”

Returning back to campus this fall, where she is a member of the William Smith Tennis team and a member of Americans for Informed Democracy, she is confident that she wants a career in marketing.

She is thankful for the experience. “This internship has solidified that I want to go into marketing, and is giving me the tools, skills, and knowledge required to do this successfully.”