Radio Traffic Manager - Job Profile

About the role

Radio Traffic Managers in Commercial Radio are responsible for scheduling advertising and promotions in line with the business strategy of a radio station or group of stations, in order to ensure effectiveness and maximise revenue.

Radio Traffic Managers may work for a single station, or as part of a larger regional or national department serving a number of stations or radio brands. The role is largely office based, and there are Traffic Departments in radio stations throughout the UK. The specific responsibilities of Traffic Managers and the size of the team they manage, depends on the station or stations for which they are responsible.

The role is only found in Commercial Radio, although staff and volunteers in Community radio are also responsible for scheduling radio advertising and promotions.

There is no commercial advertising on BBC Radio. The planning and scheduling of BBC wide promotional campaigns is done centrally. Other decisions about the scheduling of programme trails and promotions are made by staff on the individual stations or networks.

What is the Job?

Radio Traffic Managers run traffic teams, whose purpose is to accurately schedule commercial airtime and station promotions, and to produce data analysing the effectiveness of campaigns for the sales team and clients. They co-ordinate the work of Traffic Executives and Traffic Assistants.

Radio Traffic Managers are expected to work closely with colleagues in sales marketing, sponsorship, promotions, events, publicity and programming. They must ensure that their team offers an efficient service, handling bookings, communicating availability to the Sales team, and ensuring that all commercial activity is delivered to the satisfaction of clients and agencies.

Traffic Managers are also responsible for ensuring that all broadcast material complies with the law, regulation and industry codes; that it meets the station’s audio quality guidelines; and that all use of music is correctly reported within the terms of the station’s music licences.

Most of their work is office-based, but the job may involve long hours. Juggling competing demands is highly pressurised work. Traffic Managers must have the ability to prioritise to meet exacting deadlines.

Typical career routes

Although there is no set entry route for Traffic Managers in Radio, employers look for significant experience of dealing with traffic in Radio or related media environments, such as TV broadcasters or advertising agencies.

Some Traffic Managers start their careers as Traffic Assistants and work their way up, gaining knowledge and experience on the job. Others may have a degree or other qualification in a relevant subject.

Whatever an individual’s qualifications, employers look for evidence of interest in radio broadcasting, particularly skills acquired in community radio, student or hospital radio.

Once in post, career progression for Traffic Managers may involve moving to a larger station; or from a local team to a regional or national traffic department - progressing to more senior roles in traffic management in Radio. Others may move into traffic roles in TV or in advertising agencies.

Essential knowledge and skills

Radio Traffic Managers need the following:
excellent organisational and administrative skills
attention to detail
ability to analyse and interpret data, and make the information accessible for non-specialist colleagues
good writing and presentation skills
knowledge of the Radio market, different station and programme styles, and audience demographics
familiarity with the increasing range of communications platforms, and how they can be used for advertising and marketing campaigns
a good understanding of the radio sales process
ability to work independently, but also as part of a team
self-motivation and adaptability
ability to work effectively under pressure, react quickly, and meet tight deadlines
determination, diplomacy, and good interpersonal skills
ability to coach, and to develop others’ talents
a thorough knowledge of the law, ethics and industry regulations as they affect radio advertising
knowledge of when it is necessary, and how to acquire the relevant clearances and licenses, including copyright and music clearances
knowledge of the requirements of the relevant Health and Safety legislation and procedures
a high level of IT skills – particularly good word-processing and data handling skills
ability to use relevant traffic management and playout software

Training & qualifications

Formal qualifications are not essential, and some Traffic Managers may work their way up from an entry level role in traffic secured without a degree or equivalent qualification. When recruiting Traffic Assistants, employers may simply expect good administrative skills, attention to detail, and some evidence of interest in Radio. However at the level of Traffic Manager, some employers regard a degree in media or business–related subjects as an advantage.

Once in post, Radio Traffic Managers are expected to develop their skills on the job. Most employers also offer a variety of forms of training to keep the skills and knowledge of their traffic staff up-to-date, and to introduce new technologies. This training may be offered in-house, or supplied by external providers, depending on the size and structure of different Radio organizations and employers.

Some colleges and private training providers offer a range of short courses which support professional development in Radio, and may offer individuals the opportunity to gain promotion or to change career direction.

What can I expect to get paid?

Depending on which radio group you are working for the salary can range anywhere from £24,000 to £50,000