Media Analysis: A Great Career Starter

Journalism and Mass Communication (JMC) is one of the most desired majors at AUBG and has repeatedly been ranked #1 in the National University Rankings in Bulgaria. The program offers numerous career options for its graduates including working as journalists, PR specialists, marketing professionals, copywriters, or producers. 

There are, however, some less well-known professions in the communications field that students might also want to consider upon graduation. Working as a media analyst is one of them. 

“The media analysis industry is very niche but its importance keeps growing especially now that audiences become more conscious and corporations face a lot of external challenges in their communication,” said Gabriela Georgieva, a Senior Media Analyst at Commetric, a company that offers advanced media analytics and consulting.

Gabriela joined Commetric right after graduating from AUBG in 2021. She majored in JMC and Psychology which helped her acquire many skills that she now applies in her work. 

“What I find most helpful are time-management skills, the ability to effectively prioritize tasks, and to keep strict deadlines,” Gabriela said. 

A journalism diploma is not a necessary requirement for anyone passionate about entering the media analysis industry. Christina Totseva, the current Managing Director at Commetric, is also an AUBG alumna who graduated with degrees in Economics and Political Science and International Relations. 

“If you are a genuinely curious and analytical person, who likes reading and being informed about various topics, industries, companies, trends and you tend to see patterns and causality, you will enjoy applying this in the world of media analysis,” she said.

Christina also shared that “the media analytics job is a great career starter.” According to her, the field introduces employees to diverse clients and industries. This provides analysts with insight into the latest developments in the respective field, as well as the communications strategies of all kinds of companies. 

“The media analyst work could be a great stepping stone for different careers in the field of communications. As we work with big clients across various industries, the skills and knowledge we acquire are transferable to other career paths as well,” Gabriela said.

According to Christina, many of her colleagues at Commetric are promoted to Project Managers or continue their professional path in sales and client servicing. Some pursue careers in the field of PR and communications while others choose to go in the direction of data science. 

The role of a media analyst could also be suitable for ambitious university students who manage to combine their studies with work. Such is the case of Mihail Mishev, a junior at AUBG who recently joined the media analysis team.  

“I like the fact that the company does analytics for companies all over the world with all kinds of backgrounds. It pushes you to broaden your horizons and gain knowledge in areas you weren't even interested in initially,” he said.

Gabriela shared a similar opinion saying that “the advantages of media analytics work are that it’s dynamic, it allows you to develop a variety of skills, and to stay very well-informed about current events across many industries.”

In addition to that, media analysts become familiar with different platforms and software tools. Commetric invests heavily in technology in order to optimize all processes and enable employees to focus on delivering the best quality analysis to their clients. 

“In that aspect, we do offer a unique blend of technology and human insight on the market,” Christina said.

When asked what makes Commetric stand out in the industry, Gabriela said it is the people. 

“A lot of companies use innovative technology, but at Commetric this technology is combined with the insight of great professionals which takes everything to a higher level,” she said.