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A comprehensive survey of jobseekers has revealed that sales people working at digital and new media companies are demanding higher salaries than their counterparts at other media agencies.

Conducted by the employment specialist pfj, the research suggests that employment in the burgeoning digital media sector appears to be increasingly lucrative, beating pay packages at traditional media firms.

The report also reveals that most media sales candidates are realistic about their salary expectations, as based on past experience.

New media professionals with less than six months experience expect a salary of between £20,000 and £22,000, while the average salary for such workers is £19,600. With more than six months' experience, applicants have similar salary expectations, but typically earn in the region of £22,300.

After working in the new media industry for more than ten years, average annual income rises to £61,600.

Traditional media sales jobs pay around £17,950 to the least experienced applicants, though pay packages for veterans with at least ten years' experience are currently higher than in the digital sector, averaging £63,800.

Once bonuses are taken into account, media sales workers in all sectors - with at least ten years experience - can expect to earn well in excess of £70,000 per year, according to the research.

But "rewards packages are hotly debated from company to company and sector to sector", warned pfj chairman Paul Farrer, suggesting that pay was rarely the main motive for moving jobs.

"People move jobs because they feel undervalued, not necessarily underpaid," he concluded.

E4S advertise a range of graduate sales jobs in the media industry from time to time