BEST JOBS FOR THE FUTURE:  the cover story for the October 26 issue of U.S. News & World Report: "[The] 1999 Careers Guide gives readers the tools they need to sift through the mass of information on hot employment issues...We make sense of the desperate ads for specialists and tell readers where the jobs really are."  These "hot job tracks" may be of interest to liberal arts students and graduates:

In the advertising industry, the "hot job track" is Web Specialist:

"Those omnipresent Internet banners and pop-up windows, selling everything from new cars to credit cards, don't just magically appear. A Web specialist creates Internet ad campaigns - and also tries to convince companies that the World Wide Web is a great sales medium. Last year, advertisers spent $906.5 million on Internet campaigns, and the top 50 interactive ad agencies, which focus on the Internet, earned more than $507 million, up 84 percent from '96. In August, Procter & Gamble, the nation's largest advertiser, held the first major conference on Internet advertising. AT&T, McDonald's, Coca-Cola, and Levi Strauss all showed up. Specialists can look for jobs with traditional ad agencies or with interactive agencies, based mainly in New York and San Francisco."  Average entry-level salary is $48,800.  Recommended training is a BA in liberal arts and Web site experience.

The runner-up "hot job track" is Media Planner.

In the arts/entertainment industry, the "hot job track" is Musician:

"The crossover popularity of singers like Bob "Butterfly Kisses" Carlisle made gospel a half-billion-dollar industry in 1997. The result: more jobs for Christian performers. Secular musicians are finding "stable, fruitful careers in the technological applications of music, such as composing for CD-ROMs and the Web," says James Undercofler, director of the Eastman School of Music. Niche markets, like Celtic music, are also profitable for talented individuals."  Average entry-level salary is $18,000-$20,000.  Recommended training:  "practice your scales".

The runner-up "hot job track" is Children's Theater Staffer.

In the communications industry, the "hot job track" is Technical Writer:

"Last month [a technical writer at General Mills] decided that the verb "simmer" is meaningless to a "cooking illiterate" population. She changed the back of the Betty Crocker scalloped potato mix box to read, "Cook until the mixture bubbles very gently." Some technical writers tell couch potatoes how to program a VCR; others write space-probe manuals for rocket scientists. Technical writers use specialized knowledge to translate complicated concepts into layman's language. The Society for Technical Communication has seen its membership rise 53 percent since 1990, from 13,159 to 20,190, as the demand for technology filters down from the lab to the home."  Average entry-level salary is $35,500.  Recommended training is a BA in English or communications, with a specialized background and/or on-the-job training.

The runner-up "hot job track" is Health Care Public Relations.

In the new media industry, the "hot job track" is Web Site Developer:

"You're a rock star and fans are trying to rip off your jeans - that's the gist of the "Evil Mob Scene" game at www.levi.com. Why does a business bother with such frivolity? Ask the Web site developer, who'll tell you that a company's site needs to fit its image and give people a reason to keep coming back for fun stuff (as well as marketing hype). The job calls for knowledge of Internet programming languages as well as old-fashioned creativity. With some $19 billion a year spent on business Web site development, developers can often choose whether to work on staff or as a consultant. And because Internet programming technology continually makes it possible for sites to do more, developers can expect ongoing work."  Average entry-level salary is $30,300.  Recommended training:  "A degree doesn't matter as much as examples of creative work, training in Web programming languages, and at least a year's experience working on a site".

The runner-up "hot job track" is Intranet Developer.

In the sales/marketing industry, the "hot job track" is Online Sales Manager:

"Online shopping seems a snap. Tap in a few bits of data, and that $12 inflatable fruit bowl will be at your door in days. For companies, however, Web commerce can be a huge headache. They've got to pick the best products to cybersell, then figure out a system to confirm the order, ensure that the package arrives on time, and keep hackers from stealing customer information or company products. Companies are hiring online sales managers to handle these tasks, and the new job category looks solid. The number of online shoppers is expected to grow from 18 million in 1997 to more than 128 million in 2002, the year cumulative Internet sales revenues will break $400 billion."  Average entry-level salary is $80,000.  Recommended training is an MBA, sales experience, and knowledge of Internet security.

The runner-up "hot job track" is Wireless Sales.