The podcast to help you get hired, stay inspired, and build a successful career in the media industry. Join Jo Wood (The Media Exchange) and Debra Sharron (Media Sales Training) as they share honest conversations, answer listener questions, and offer practical career advice and insights from leaders across the media industry.
It's A Yes! Making It In Media
Claim This Podcastby Making It In Media
12 episodes
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Podcast Overview
The podcast to help you get hired, stay inspired, and build a successful career in the media industry. Join Jo Wood (The Media Exchange) and Debra Sharron (Media Sales Training) as they share honest conversations, answer listener questions, and offer practical career advice and insights from leaders across the media industry.
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Publishing Since
12/11/2025
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Recent Episodes
June 19, 2026
Selling Audio and Podcasts: Skills, Trends & Career Opportunities
<p>Audio is evolving fast, creating new opportunities for media sales professionals, commercial teams and anyone looking to build a successful career in media.</p><p><strong>Episode Overview:</strong></p><p>From digital radio and streaming to podcasting, video content and AI, the audio landscape is changing rapidly. As brands invest more heavily in audio advertising and publishers expand their podcast offerings, demand is growing for people who understand how to sell, package and commercialise these platforms effectively.</p><p>In this episode of It’s A Yes! Making It In Media, Debra Sharron and Jo Wood are joined by Andy Goldsmith, formerly UK President of Audioboom UK, and Russell Pedrick, Managing Director of Octave at News UK.</p><p>Together, they explore how the audio market is evolving, what makes podcast advertising so effective, the growing role of video and AI, and the skills media professionals need to succeed in this increasingly dynamic sector.</p><h3><strong>What This Episode Covers:</strong></h3><ul><li>Why audio remains one of media’s most engaging advertising channels</li><li>How podcast advertising differs from traditional radio advertising</li><li>Why host-read podcast ads continue to deliver strong commercial results</li><li>The growing role of video in podcast discovery and monetisation</li><li>How AI is changing media sales, content creation and measurement</li><li>The skills employers are looking for in today’s audio sales professionals</li><li>Why adaptability remains one of the most valuable career assets in media</li></ul><br/><h2><strong>YES List</strong></h2><h3><strong>Alchemy: The Surprising Power of Ideas That Don’t Make Sense - Rory Sutherland</strong></h3><p>Debra and Jo recommend this marketing and behavioural science classic for anyone working in media sales, advertising or commercial media. Rory Sutherland explores why people don’t always make decisions logically and how understanding human psychology can create more effective marketing, stronger commercial propositions and better sales conversations.</p><p>Drawing on examples from advertising, branding and behavioural economics, the book challenges conventional thinking about value and highlights the importance of perception, trust and emotional connection.</p><p>Top takeout: People don’t behave logically, they behave psychologically. Understanding how people think can often be more valuable than understanding what the data says.</p><p><u><a href="https://www.amazon.co.uk/Alchemy-Original-Thinking-Mind-Numbing-Conformity/dp/0753556529/ref=tmm_pap_swatch_0" rel="noopener noreferrer" target="_blank">Purchase here</a></u></p><h3><strong>Get In Touch</strong></h3><p>Send your questions to <u><a href="mailto:hello@makingitinmedia.com" rel="noopener noreferrer" target="_blank">hello@makingitinmedia.com</a></u></p><h3><strong>More from Jo & Debra</strong></h3><ul><li>Subscribe to <strong><u><a href="https://makingitinmedia.com/" rel="noopener noreferrer" target="_blank">Jo and Debra’s newsletter</a></u></strong>, to get the key insights and takeaways from each episode</li><li>Join one of <strong><u><a href="https://makingitinmedia.com/sales-training-courses/" rel="noopener noreferrer" target="_blank">Debra’s upcoming media sales workshops</a></u></strong></li><li>Follow the show on <strong><u><a href="https://www.youtube.com/@ItsaYES-MakingitinMedia" rel="noopener noreferrer" target="_blank">YouTube</a></u></strong></li><li>Follow the show on <strong><u><a href="https://open.spotify.com/show/7JrbQw93NLh9boHjXdRFGt?si=5c601d1034054c5f" rel="noopener noreferrer" target="_blank">Spotify</a></u></strong></li><li>Follow Jo on LinkedIn<strong> <u><a href="https://www.linkedin.com/in/jo-wood-7060854/?originalSubdomain=uk" rel="noopener noreferrer" target="_blank">here</a></u></strong></li><li>Follow Debra on LinkedIn<strong> <u><a href="https://www.linkedin.com/in/debrasharron/" rel="noopener noreferrer" target="_blank">here</a></u></strong></li></ul><br/><h3><strong>Disclaimer</strong></h3><p>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.</p>
June 5, 2026
Why Events Sales is Back and Bigger Than Ever
<p>Discover how live events are creating new career and revenue opportunities across the media industry in 2026.</p><p><strong>Episode Overview</strong></p><p>In this episode of It’s A Yes! Making It In Media, Jo Wood and Debra Sharron explore why events sales has become one of the fastest-growing and most commercially exciting sectors in the industry. From conferences and exhibitions to awards, sponsorships and experiential partnerships, the events landscape has evolved far beyond traditional trade shows.</p><p>Jo and Debra break down what modern event sales actually looks like, how media businesses are building revenue through live experiences, and why demand for commercially minded salespeople in this space continues to grow. They explore the skills required to succeed, the growing importance of networking and relationship building, and why human connection has become even more valuable in an increasingly digital world.</p><p>Later in the episode, they’re joined by <a href="https://www.linkedin.com/in/colinennis1/" rel="noopener noreferrer" target="_blank">Colin Ennis</a>, Divisional Sales Director of Events and Online Marketplaces at emap, who shares practical insights into building high-performing commercial teams, developing talent and creating strong sales cultures. Colin also explains why delegate sales remains one of the strongest entry points into media sales and what separates high performers from the rest.</p><p>Whether you’re exploring a career in media sales or looking to sharpen your commercial skills, this episode offers a clear view into one of the industry’s biggest growth areas.</p><h3><strong>What This Episode Covers</strong></h3><ul><li>Why live events have become a major growth area for media businesses</li><li>How the events industry has evolved post-pandemic</li><li>The difference between delegate sales, exhibition sales and sponsorship sales</li><li>Why events create powerful opportunities for audience engagement and networking</li><li>How sponsorship has evolved beyond simple logo placement</li><li>Why emotional intelligence and relationship building matter in event sales</li><li>The skills and mindset employers look for when hiring commercial talent</li><li>Why coachability and resilience are critical for career progression</li><li>How modern sales teams are becoming more collaborative and development-focused</li><li>Why events sales can accelerate career growth across the media industry</li></ul><br/><p><strong>YES List</strong></p><p><strong>The HBR Guide to Smarter Networking — Harvard Business Review</strong></p><p>Debra recommends this practical guide for anyone who wants to feel more confident building professional relationships and navigating networking environments. Whether you’re attending industry events, meeting clients or growing your career in media, the book focuses on how to create genuine connections rather than relying on awkward small talk or forced self-promotion.</p><p>Packed with actionable advice and research-backed insights, it covers everything from starting conversations and building rapport to following up effectively and developing long-term professional relationships.</p><p>Top takeout: Networking is not about collecting contacts. It’s about building meaningful relationships over time and learning how to create valuable conversations with confidence.</p><p><u><a href="https://www.amazon.co.uk/HBR-Guide-Smarter-Networking/dp/1647823358" rel="noopener noreferrer" target="_blank">Purchase here</a></u></p><h3><strong>Get In Touch</strong></h3><p>Send your questions to <a href="mailto:hello@makingitinmedia.com" rel="noopener noreferrer" target="_blank">hello@makingitinmedia.com</a></p><h3><strong>More from Jo & Debra</strong></h3><ul><li>Subscribe to <strong><u><a href="https://makingitinmedia.com/" rel="noopener noreferrer" target="_blank">Jo and Debra’s newsletter</a></u></strong> to get the key insights and takeaways from each episode</li><li>Join one of <strong><u><a href="https://makingitinmedia.com/sales-training-courses/" rel="noopener noreferrer" target="_blank">Debra’s upcoming media sales workshops</a></u></strong></li><li>Follow the show on <strong><a href="https://www.youtube.com/@ItsaYES-MakingitinMedia" rel="noopener noreferrer" target="_blank">YouTube</a></strong></li><li>Follow the show on <strong><a href="https://open.spotify.com/show/7JrbQw93NLh9boHjXdRFGt?si=5c601d1034054c5f" rel="noopener noreferrer" target="_blank">Spotify</a></strong></li><li>Follow Jo on LinkedIn<strong> <u><a href="https://www.linkedin.com/in/jo-wood-7060854/?originalSubdomain=uk" rel="noopener noreferrer" target="_blank">here</a></u></strong></li><li>Follow Debra on LinkedIn<strong> <u><a href="https://www.linkedin.com/in/debrasharron/" rel="noopener noreferrer" target="_blank">here</a></u></strong></li></ul><br/><h3><strong>Disclaimer</strong></h3><p>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.</p>
May 22, 2026
Selling Print & Digital in 2026
<p>Learn how print and digital media now work together and what that means for media sales careers in 2026.</p><h3><strong>Episode Overview</strong></h3><p>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.</p><p>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.</p><p>Later in the episode, they’re joined by <a href="https://www.linkedin.com/in/cath-waller-8b052410/" rel="noopener noreferrer" target="_blank">Cath Waller</a>, 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.</p><p>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.</p><h3><strong>What This Episode Covers</strong></h3><ul><li>Why “print vs digital” is no longer a reliable framework in media sales</li><li>The distinct roles of print (trust, attention, brand building) and digital (targeting, scale, measurement)</li><li>How publishers are moving towards integrated, multi-platform commercial solutions</li><li>Why first-party data and direct audience relationships are becoming more valuable</li><li>What programmatic actually means in simple terms</li><li>The shift from traditional formats to native content and partnerships</li><li>How experiential and live events are becoming part of the media mix</li><li>What skills and mindset you need to succeed in modern media sales</li><li>How AI is likely to impact roles and opportunities in the industry</li></ul><br/><h3><strong>YES List</strong></h3><p><strong>Who Moved My Cheese? — Dr. Spencer Johnson</strong></p><p>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.</p><p>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.</p><p>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?</p><p><u><a href="https://www.amazon.co.uk/Who-Moved-My-Cheese-Amazing/dp/0091816971" rel="noopener noreferrer" target="_blank">Purchase here</a></u></p><h3><strong>Get In Touch</strong></h3><p>Send your questions to <a href="mailto:hello@makingitinmedia.com" rel="noopener noreferrer" target="_blank">hello@makingitinmedia.com</a></p><h3><strong>More from Jo & Debra</strong></h3><ul><li>Subscribe to <strong><u><a href="https://makingitinmedia.com/" rel="noopener noreferrer" target="_blank">Jo and Debra’s newsletter</a></u></strong> to get the key insights and takeaways from each episode</li><li>Join one of <strong><u><a href="https://makingitinmedia.com/sales-training-courses/" rel="noopener noreferrer" target="_blank">Debra’s upcoming media sales workshops</a></u></strong></li><li>Follow the show on <strong><a href="https://www.youtube.com/@ItsaYES-MakingitinMedia" rel="noopener noreferrer" target="_blank">YouTube</a></strong></li><li>Follow the show on <strong><a href="https://open.spotify.com/show/7JrbQw93NLh9boHjXdRFGt?si=5c601d1034054c5f" rel="noopener noreferrer" target="_blank">Spotify</a></strong></li><li>Follow Jo on LinkedIn<strong> <u><a href="https://www.linkedin.com/in/jo-wood-7060854/?originalSubdomain=uk" rel="noopener noreferrer" target="_blank">here</a></u></strong></li><li>Follow Debra on LinkedIn<strong> <u><a href="https://www.linkedin.com/in/debrasharron/" rel="noopener noreferrer" target="_blank">here</a></u></strong></li></ul><br/><h3><strong>Disclaimer</strong></h3><p>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.</p>
12 total episodes available
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