Not to be confused with Traffic and Travel, the Traffic Exec's role is to make sure that any trails, promos and adverts are loaded onto the station's playout system in the right format and in the right slots. They also have to produce reports on the effectiveness of any campaign.
However, working in the Traffic Department is more than just arranging what advert goes where...
What's Involved?
The Traffic Department process sales orders and from these arrange and produce studio playout advert schedules to daily deadlines.
Audio for the schedules may come from an internal station sound department or from external sources, and it is the Traffic Department's job to locate this audio, check it is in the right format and upload it.
The job is to deliver the adverts required by the advertising clients without compromising the requirements of the programming output of the stations (therefore satisfying the listening audience).
What Skills Do I Need?
- Strong computing skills
- Knowledge of Microsoft, Outlook, Excel and Word
- Ability to pick up new programmes quickly (you'll have to use a lot of specialist software found only in broadcasting)
- Strong communications skills
- Attention to detail
- Ability to prioritise effectively
- You may need to know how to edit audio
On a daily basis the Traffic Department will deal with a whole range of people, including:
- Internally – accounts dept, sales, programming and presenters
- Externally – production companies, distributors and broadcasting bodies such as PRS and RACC
Attention to detail is a basic requirement as well as the ability to assess and prioritize all the incoming information, telephone calls and requests in order to meet broadcasting deadlines.
During busy periods the constant adding and changing of orders makes for a dynamic fast paced environment. Of course the dept has all the normal administrative functions common to any office to fulfill such as reporting and filing.
Working in the Traffic Department suits people who like jigsaw puzzles, Sudoko and are good at meeting deadlines, with an appreciation of radio and Sound of Station.
Who Employs Traffic Executives?
Traffic Executives work almost exclusively for commercial radio stations. Some companies will have a centralised Traffic Department, and others will expect their sales people / producers to manage the stations traffic schedule as part of their job.
Do I Need to Do a Course?
Not really, although it may help your application if you have practical experience of radio and already have contacts in the industry.
Most of the tools you will use on a day-to-day basis are specific to the radio industry, and you will receive training on how to use them. However, you will need to be able to use the standard office programmes, and will need to learn new programmes quickly.
With thanks to KMFM
