According to industry experts, the demand for media professionals in the UAE has increased over the past year. According to Lama Ataya, Chief Marketing Officer of Bayt.com, there has been "an increase in demand for bilingual PR professionals and copywriters, with industry-specific experience. Arabic content writers, specifically for the web, are also highly sought. Our latest job index survey revealed that the skill UAE employers need in their new hires is ability to communicate effectively in both English and Arabic (55 per cent)”.