Learn how print and digital media now work together and what that means for media sales careers in 2026.

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.

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.

Later in the episode, they’re joined by Cath Waller, 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.

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.

• Why “print vs digital” is no longer a reliable framework in media sales
• The distinct roles of print (trust, attention, brand building) and digital (targeting, scale, measurement)
• How publishers are moving towards integrated, multi-platform commercial solutions
• Why first-party data and direct audience relationships are becoming more valuable
• What programmatic actually means in simple terms
• The shift from traditional formats to native content and partnerships
• How experiential and live events are becoming part of the media mix
• What skills and mindset you need to succeed in modern media sales
• How AI is likely to impact roles and opportunities in the industry

Who Moved My Cheese? — Dr. Spencer Johnson

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.

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.

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?

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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.