Making Waves - Alliance for Women in Media

NO. 4 2004 PUBLISHED BY AMERICAN WOMEN IN RADIO AND TELEVISION
PROMOTING PROGRESS, CREATING CHANGE
Foundation Trustees
26 Tribute With a Twist
6
Top 20 Women in
Sales and Marketing

In Memory of Launa Thompson
1951 – 2004
Linda Byrd
Regional VP
Clear Channel Radio — Central/North Florida
Lisa Dollinger
Senior VP Corporate Communications
Clear Channel Corporate
a clear reflection
of leadership
Congratulations to the women of Clear Channel Radio
honored by Radio Ink as the Most Influential Women
in Radio.
Muriel Funches
VP/GM
Clear Channel Radio — New Orleans
We also salute the other 9,000 plus women of
Clear Channel Radio who make a difference
on a daily basis.
Alene Grevey
Senior VP Mid South Region
Clear Channel Radio
Michele Grosenick
VP/Market Manager
Clear Channel Radio — Seattle
Laura Hagan
President Univision Radio National Sales
Katz Media Group
Jake Karger
Regional VP
Clear Channel Radio — Boston
Bonnie Press
President
Katz Dimensions
Rhonda Scheidel
Executive VP/Director of Sales
Premiere Radio Networks
Launa Thompson
Station Manager/GSM
WGCI-AM/FM, WVAZ — Chicago
LEADERSHIP • INTEGRITY • EXCELLENCE
www.clearcareers.com
Ronna Woulfe
Regional VP
Clear Channel Radio — Miami

VOLUME 1, NUMBER 4 PUBLISHED BY AMERICAN WOMEN IN RADIO AND TELEVISION
PROMOTING PROGRESS, CREATING CHANGE
2 President’s Message
3 Rules and Regulations
35 Sound Bites
Make plans now to
attend the 2005
AWRT Annual
Leadership
& Business
Conference
Summit Feb. 24-26
in Arlington, Va.
Don’t Hate Because I’m Not
Beautiful … Or Am I
Is beauty in the eye of the beholder – or the
billboards AWRT recently partnered with Dove to
launch the Campaign for Real Beauty, See why
we’re so passionate. By Maria Brennan
04
20 Women
in Sales and
06Top
Marketing
These women are not only standouts in their
companies, they’re tops in the industry, too.
Find out why AWRT members chose to
recognize these leaders, and get inspired.
22
24
Shining Stars
There’s more to a sales team than meets the resumé
– in fact, a lot of what makes a good account
executive are the things you can’t teach. Learn how
to recognize, recruit and retain the brightest.
By Joan E. Gerberding
Tribute to the Trustees
AWRT’s Foundation Honorary Trustees are
leaders worth saluting. These Foundation
supporters help us carry forth our critical
mission. Here’s a different facet of what
makes them tick.
The No-to-Yes Turnaround
Not getting the answer you want Believe it
or not, it all comes down to mining your
skills and clearing the way. “Yes” is just
around the corner.
By Joanne Cini
26
Mark Your Calendar for the Gracie Allen Awards Gala June 21, 2005
AMERICAN WOMEN IN RADIO AND TELEVISION 1

PRESIDENT’S MESSAGE
A View from the Top
AWRT is privileged to recognize the Top 20 Women in Sales and Marketing. This issue of Making Waves
highlights women who might otherwise go unnoticed by the mainstream press. When I started in this
industry nearly 25 years ago, it would have been a challenge to pull together such a notable list. Let’s not
forget, however, women have a way to go in filling leadership roles in our industry. Therefore,
we have a responsibility to the women entering our business to help them succeed.
Why is it easier to recognize the top women in sales and marketing vs. those
who’ve reached a level commensurate with their male counterparts According
to FCC statistics in 1997 — the last year I could find that the FCC released
employment statistics — the FCC reported women salespeople at 51.6 percent
of broadcast stations and 45 percent of cable systems.
Zoom forward to 2004. An RTNDA/Ball State University survey found that
only 12.1 percent of all TV stations and 13.4 percent of radio stations had
women general managers. And, in 2003 FCC ownership reports, only 3.6 percent
of stations reported majority ownership by women.
So, let’s not ignore the women aspiring for the top. We need
to continue to fight for equal opportunities, training, encouragement
and mentoring and ensure women get their shot and
don’t end up leaving our industry in their struggle to get there.
That’s what AWRT is about. AWRT leaders need to reach out
and help other women make it to the path. Then, maybe, 10
years from now, it will not be so rare to see women celebrated
among the top industry leaders.
Making Waves this quarter also recognizes our Honorary
Trustees. These industry leaders not only support AWRT’s
mission, but they answered the call to advance the
impact of women in electronic media. For their exemplary
commitment, we thank them.
Melodie Virtue
AWRT 2003/2004 National President
2003-2004 AWRT BOARD OF DIRECTORS
PRESIDENT
MELODIE A. VIRTUE
GARVEY SCHUBERT BARER
VICE PRESIDENT
CHICKIE BUCCO
KATZ MEDIA GROUP
TREASURER
ANDREA B. CUMMIS
OXYGEN MEDIA
IMMEDIATE PAST PRESIDENT
JOAN E. GERBERDING
ARBITRON
DIRECTORS
MARY BENNETT
RADIO ADVERTISING BUREAU
JAMIE COLBY
FOX NEWS CHANNEL
LYNNE CONLAN
WMOR-TV
CHRISTA DAHLANDER
RADIO ADVERTISING BUREAU
ELIZABETH HAMMOND
DRINKER, BIDDLE & REATH
LIA KNIGHT
JONES RADIO NETWORKS
ANN MARIE LIZZI
TIME WARNER CABLE ADVERTISING
KAREN NEWMAN
FOX SPORTS NET
DOROTHY POLANCO
CONSULTANT
BETH ROBINSON
CBS RADIO NETWORKS/
WESTWOOD ONE
JAN SHARP
CAPITOL BROADCASTING COMPANY INC.
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BROADCAST RESOURCES
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FOUNDATION OF AWRT
HONORARY TRUSTEES
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HEARST-ARGYLE TELEVISION
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LIFETIME TELEVISION
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ARBITRON
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COX TELEVISION
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INTEREP
2 MAKING WAVES VOLUME 1, NUMBER 4

RULES AND REGULATIONS
MINDY HERMAN
LTM CONSULTING
JOHN HOGAN
CLEAR CHANNEL RADIO
GERALDINE LAYBOURNE
OXYGEN MEDIA INC.
LES MOONVES
VIACOM INC.
STU OLDS
KATZ MEDIA GROUP
JENNIFER PURTAN
ABC RADIO NETWORKS
FRANKLIN D. SCHURZ, JR.
SCHURZ COMMUNICATIONS, INC.
JOHN M. SHAKER
BMI
SIR HOWARD STRINGER
SONY CORPORATION
BOB WRIGHT
NBC INC.
MAKING WAVES EDITORIAL
ADVISORY BOARD
CHRISTA DAHLANDER, CO-CHAIR
RADIO ADVERTISING BUREAU
MARIA BRENNAN, CO-CHAIR
AWRT
ROZ ABRAMS
CBS2 - NEW YORK
PIERRE BOUVARD
ARBITRON
LINA DUVERGE
LIFETIME TELEVISION
ERICA FARBER
RADIO & RECORDS
JOAN E. GERBERDING
ARBITRON
LAURA HAGAN
KATZ HISPANIC MEDIA
BETTY HUDSON
NATIONAL GEOGRAPHIC SOCIETY
REGINA KITSON
KATZ MEDIA GROUP
LARRY OLIVER
REED BUSINESS
DOROTHY POLANCO
CONSULTANT
CAROLE ROBINSON
MTV NETWORKS
JAN SHARP
CAPITOL BROADCASTING CO. INC.
CHERYL WINER
THESTREET.COM
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AWRT AT (703) 506-3290, EXT. 7164.
2004 Regulatory Wrap-Up
BY ELIZABETH HAMMOND
This year has been a busy year on the regulatory
front for AWRT. Below are some of the
highlights.
The FCC’s Advisory Committee on Diversity
in the Digital Age, of which AWRT is a member,
met several times in 2004. AWRT is an
active member of the Career Advancement
Subcommittee, which was called upon to
assess the state of current development programs
that target minorities and women in
the telecom industries, make recommendations
to facilitate opportunities for women
and minorities in upper level management
and ownership and recommend best practices
for increasing diversity in the media
workforce. At the December 2004 Diversity
Committee meeting, the Career Advancement
Subcommittee recommended that the FCC
expand its EEO program to include initiatives
that promote the development of electronic
media careers, including the establishment of
training and mentoring programs and adoption
of company diversity programs.
In July, AWRT submitted comments urging
the FCC to keep its Designated Entity rules.
Under these rules, the FCC has reserved certain
spectrum for bidding upon solely by small
businesses and has provided bidding credits
for these entities when participating in “nonreserved”
spectrum auctions. In the face of
heavy lobbying by large companies, the FCC
determined to keep these rules to promote
wider auction participation and license distribution
to small businesses consistent with its
obligations under the Communications Act.
AWRT expects this decision to be useful if the
FCC adopts the recommendation of the Diversity
Committee in order to open a proceeding
on methods of diversifying ownership in the
FM radio band.
In October, AWRT submitted comments in
the FCC’s proceeding seeking to identify and
eliminate market entry barriers for small
telecommunications businesses. AWRT urged
the FCC to take prompt action to encourage
diversity of ownership and expand opportunities
for women to become broadcast station
owners. AWRT identified access to capital
and employment advancement as two key
areas in which the FCC should modify its
rules in order to expand ownership by women
of broadcast stations. (As the most recent FM
auction established, access to capital is critical
for entry into the world of broadcast ownership.)
AWRT submitted several proposals to
make access to capital easier for womenowned
businesses, including several proposals
that are similar to those advocated by
various Diversity Committee subcommittees.
AWRT also participated in the cable programming
a la carte proceeding in support of
niche programmers Oxygen, Lifetime and WE.
AWRT’s letter advised the FCC that mandatory
a la carte carriage requirements might have a
significant negative impact on these networks
that cater to particular interests of women.
On Nov. 19, the FCC issued its report to
Congress recognizing that a la carte programming
likely will have a significant negative
impact on consumer choice. The report
specifically acknowledges that tiering allows
consumers of different program networks to
cross-subsidize each other’s viewing habits,
allowing new and diverse programming to survive
in the marketplace and thereby providing
consumers with access to a wide variety of
viewing choices serving many diverse, niche
viewer interests. The FCC acknowledges both
the unique role played by niche programmers
and the difficulty these programmers will face
under an a la carte regime.
Other subjects AWRT continues to monitor
without current direct participation include the
on-going FCC indecency campaign, broadcast
ownership and EEO matters.
The FCC continues to wade into content
regulation through its indecency decisions. In
addition to its finding that certain words are
indecent or profane regardless of context, the
FCC also has determined nudity may be per
se indecent if the programming is not considered
meritorious. Also, for the first time, the
FCC has found that a program that did not
contain graphic or explicit sexual material, but
rather is merely sexual in nature violated its
indecency standard. Further, the FCC is now
fining all network affiliates if it determines the
affiliates have an advance opportunity to preview
the indecent material before broadcast.
In June 2004, the Court of Appeals for the
Third Circuit remanded the FCC’s omnibus
ownership rulemaking decision back to the
FCC for further review. Among other items, the
Third Circuit remanded the FCC’s decision to
repeal the failed station solicitation rule
CONTINUED ON PAGE 35
AMERICAN WOMEN IN RADIO AND TELEVISION 3

Stacie Bright, Communications Marketing Manager for Dove, chats with models Tabatha Roman and Irene Sinclair. AWRT PHOTO
Don’t Hate Me Because I’m Not
Beautiful…Or Am I
BY MARIA BRENNAN, AWRT EXECUTIVE DIRECTOR
BBeauty is in the eye of the beholder. But
what if we’re beholden to the unattainable
images we see in the myriad glamour mags
and larger-than-life billboards Does it begin
to erode one’s self-esteem when assessing
our own beauty The answer is yes. In fact,
when women were polled around the globe,
inquiring if they felt they were beautiful, 98
percent of the respondents answered – no.
(Read that line one more time.) When the
question was watered down to inquire as to
whether or not these women thought they
were pretty or attractive, the affirmative only
rose an additional 3 percent. Now look
around your office, look on the street, look
high and low, and I bet you’re hard pressed
Maria Brennan, Jamie Colby and Sandra Dorsey Rice
team up at the luncheon. AWRT PHOTO
to find only 5 percent of the women you see
as beautiful, pretty or attractive. But that’s
the perception, and that becomes society’s
reality. This also is the reason why AWRT
jumped at the opportunity to partner with
executives of Dove Beauty to begin the dialog
to widen the definition of real beauty.
After all, who better than our members,
women in media and entertainment, to
speak toward the almighty import that
physical appearance has in their business.
You know the old adage: it’s not what you
know, it’s who you know. In our industry
women may argue: it’s not what you know,
it’s how good you look.
In September, we partnered with Dove to
launch the Campaign for Real Beauty in
New York. The luncheon featured what I
like to call a Power Panel – moderator Jamie
Colby, correspondent and anchor of Fox
News Channel; and panel experts: Dove
global brand director Silvia Lagnado (one of
the conceptual minds behind the project);
Oxygen Media vice president Andi Bernstein;
Harvard University faculty member
Dr. Nancy Etcoff (and one of the statistical
experts behind the global survey); LTM consulting
president and CEO Mindy Herman;
author and lecturer Jean Kilbourne; president
of Wendy Lewis & Co, Ltd. Wendy
Lewis; and Girl Scouts of America vice president
Courtney Shore.
The event was standing room only, and
there was a defining moment amidst the
4 MAKING WAVES VOLUME 1, NUMBER 4

panel/audience dialog when I knew we had
struck the right chord and were on to
something big. Women of substance are
passionate about the substance of women.
Most women understand the cause and
effect of the “supermodel syndrome” – trying
to attain an image that the supermodel
herself couldn’t attain without airbrushes
and soft lenses. And this syndrome doesn’t
merely affect us as individuals; there are
downstream effects for future generations
of women, also known as today’s girls. That
is why Dove has, in tandem with the Campaign
For Real Beauty, launched a foundation
targeted to today’s youth, in
partnership with the Girls Scouts of America,
called The Dove Self-Esteem Fund.
Through this philanthropic charity, Dove is
funneling resources toward varying initiatives
that help educate and inspire girls on a
wider definition of beauty.
I admire the print ads behind the Campaign
For Real Beauty so much. It’s both
matter-of-fact and in-your-face advertising
at its finest. (See Waves inside spread.) Dove
has taken real women and, through a regular
lens, photographed them. These everywoman
models are definitely a reflection of
reality, and they are every bit as beautiful as
Jamie Colby, correspondent and anchor for Fox Channel News, moderated the panel and led the audience through a question-and-answer
period about beauty and how the media’s portrayal of beauty affects everyday women. AWRT PHOTO
any retouched, airbrushed cover shot you’ll
lay eyes on. It’s brilliant and uplifting and,
most of all, compelling me to think about
what I buy.
Wouldn’t it be great if we were in a position
to more broadly display the images we
see in print and electronic ads or on news
programs or sit-coms Actually, to some
extent, aren’t we Advertisers, the media
and consumers should be cognizant of the
world around them and reflect it in the
campaigns we create or ultimately support
through our purchases. If I had a magic
wand, I wouldn’t do away with traditional
beauty or any of the methods out there to
help preserve it. I would merely widen
what’s deemed traditional.
To ensure our world is ripe with diversity
– not just in terms of gender, ethnicity and
sexual orientation, but also in terms of
shape, size, age and other physical characteristics
– sounds pretty reasonable to me.
Got to www.campaignforrealbeauty.com to
read more. A
The Dove Campaign for Real Beauty “Power Panel” addressed the issue of what beauty really is during the September 2004 campaign launch. AWRT PHOTO
AMERICAN WOMEN IN RADIO AND TELEVISION 5

Top 20 Women in
Sales and
Marketing
TThey’re motivated. They’re innovative. They’re at
the top of their games. These top 20 women in
radio, TV and cable sales and marketing, selected
in a nationwide poll by AWRT members, are making
a name for themselves – and their companies.
Jill Albert
JILL ALBERT
Senior Vice President/Director of Marketing
Interep Marketing Group
From the Inside Out
Starting her career on the agency side of the
business gave Jill Albert an invaluable perspective
– one that she regularly calls on in
her marketing position with Interep Marketing
Group. She consistently ranks first
or second among the marketing group’s top
sellers and is known throughout the industry
for developing innovative promotions
on behalf of advertisers.
“There is so much opportunity for
women at Interep,” Albert says. And she’s
taken full advantage of those opportunities,
rising from an account executive position
to radio marketing specialist and then to
senior vice president during her 12 years
with the company. In addition to her
numerous promotions, Albert has earned
five Interep Chairman’s Circle Awards for
exemplary performance.
“I appreciate Jill’s innovative thinking
and ability to work with Orbitz in a nontraditional
environment,” says Meg Wolff,
senior account executive at The Promotion
Network, with whom Albert works on the
Orbitz.com account. “She’s always on top of
what’s going on. She’s fabulous with following
up on details and as an advisor on overall
strategy. She’s also a phenomenal person
who always handles things with good grace
and humor. Jill is an invaluable business
ally for Orbitz. I can’t say enough good
things about her.”
Albert credits Ralph Guild, Stewart
Yaguda and Warner Rush as her mentors
and the people she has tried to emulate in
forging her own career path. At the same
time, her success has led her to become a
mentor herself, as many staffers call on her
knowledge and expertise in seeking guidance
on how to handle particular situations
and challenges.
JULIE BALLARD-LEBE
Senior Vice President/
Director of Sales/Regional Offices
Viacom Stations Sales
Helping the Curious
Julie Ballard-Lebe was named senior vice
president/director of sales/regional offices of
Viacom Stations Sales, an in-house television
representation firm of both CBS- and
6 MAKING WAVES VOLUME 1, NUMBER 4

Julie Ballard-Lebe
UPN-owned and -operated stations, in
March 2004. Prior to this promotion, Ballard-Lebe
most recently served as senior
vice president/West Coast sales, overseeing
the company’s Los Angeles and San Francisco
offices/territories. Prior to Viacom’s
purchase of CBS Television Stations, she
was vice president/director of sales for the
CBS Los Angeles office. All total, Ballard-
Lebe has been with the company’s management
team for 17 years.
Prior to joining CBS, Ballard-Lebe served
as vice president/sales manager of MMT
Sales Inc., an independent national television
rep firm handling sales for various TV
affiliates across the country. Working in
both the Los Angeles and Chicago sales
offices for MMT, Ballard-Lebe held various
positions from account executive to sales
manager for more than nine years.
She began her career as an account executive
with WDAI-FM, the ABC-owned and
-operated radio station in Chicago before
moving into television. Ballard-Lebe graduated
from Northern Illinois University,
Dekalb with a bachelor’s of art in journalism.
A strong believer in giving back to the
community, Ballard-Lebe is involved in various
charities and university programs, giving
internships to those who want to
venture into our exciting business.
Nancy Barre
NANCY BARRE
Vice President, Sales
ABC Radio Sales
From Rookie to “MVP”
Although she began her career on the
agency side, Nancy Barre made the switch
to the selling side for a variety of reasons,
not the least of which were her love of radio
and a feeling that Interep, of which ABC
Radio Sales is a division, offered significant
opportunities for women.
“Interep lets women achieve their goals,”
Barre says. “There’s no glass ceiling here,
and anyone is able to accomplish as much
as their talents will allow.”
And accomplish she has. For her exemplary
performance, Barre has twice been
recognized with Interep’s prestigious Chairman’s
Circle Award. She won the coveted
honor for being “Rookie of the Year” in
1994 and for “Most Valuable Performer” in
2000. Barre also was honored four consecutive
years by ABC Radio with a Circle of
Excellence Award, presented annually by
ABC corporate to its salespeople and reps
for outstanding performance and service.
“I have always believed that successful
operations start with good people,” says
John Hare, president of ABC Radio. “And
Nancy is one of the best. Whether it is overdelivering
on her shares, developing new
business for our stations or building strong
relationships with her clients, Nancy
always performs. The fact that she has been
able to balance both her professional life
and her commitment to her husband and
three young boys is a true indication of her
dedication. It’s about focus and commitment,
and Nancy truly embodies both.”
One of Nancy’s greatest joys – beyond
closing the sale – is helping young people
just starting out in the business. “I love
being able to help people in the early stages
of their careers. It always meant a lot to me
to be able to ask questions, and now I am in
a position to be able to provide similar
guidance to others. It is very rewarding.”
KATHERINE CLEMENTS
President & General Manager
WFAA-TV
A Decorated Veteran
From humble beginnings as a sales assistant
with Seltel in Dallas, Kathy Clements
has progressed to a force to be reckoned
with, winning industry award after industry
award. Under Clements’ leadership,
WFAA-TV, the ABC affiliate in Dallas-Fort
Worth, has been recognized with broadcasting’s
highest honors, including the
duPont-Columbia University Award and
the George Foster Peabody Award, broadcast
journalism’s equivalent to the Pulitzer
Prize. In addition, Clements herself has collected
a variety of broadcasting’s most significant
honors: the AWRT Award of Excellence
(Television/TV Rep Firm General
Manager) from 1997, 1998, 2000 and 2001
and the Texas Association of Broadcaster
(TAB) Education Board’s 2002 Broadcaster
of the Year. Clements also was recognized
by TAB for exemplary service as a member
of the organization’s board of directors from
1997-2002.
Katherine Clements
But it’s not just about the awards.
Clements also believes in giving back to her
industry and serves on the board of directors
of several prestigious industry professional
and community organizations,
including the ABC Television Affiliates
Association Board of Governors and the
University of North Texas Department of
Radio, Television and Film’s Industry Advisory
Board. She also has served as a board
member of the Texas Association of Broadcasters,
AWRT and as a member of the TVB
Sales Advisory Committee and the Urban
League of Sacramento.
JANA COSGROVE
Vice President/General Manager
Infinity Radio Sales
It’s in the Genes
Jana Cosgrove literally grew up in the advertising
business. Her grandfather owned an
ad agency, and her father was a sales rep for
CBS. With a background like that, it’s no
wonder Cosgrove is committed to her career
in radio sales. “The business is ingrained in
my blood,” she says. “I love being in radio
and wouldn’t even think of selling another
medium. Radio gives you the chance to do
some really creative and innovative things
for advertisers. It’s a great place to be.”
Cosgrove’s enthusiasm has translated to
success during her 10-plus years at Interep.
She joined the company in 1993 as an
account executive, following five years sell-
AMERICAN WOMEN IN RADIO AND TELEVISION 7

Jana Cosgrove
ing for local stations in the San Francisco
area. In 1995, Cosgrove was promoted to
vice president at Group W Sales. In 1998,
she was elevated to her current position of
vice president and general manager at
Infinity Radio Sales. In this post, she helps
Advertising Bureau as its senior vice president/communications.
Clearly RAB considers
Dahlander a valuable addition to its staff,
as this is her second time around with this
sales and marketing arm of the radio industry.
RAB has more than 5,700 member stations
in the United States and more than
900 additional members in networks, representative
firms, sales and international
organizations. Dahlander also brings her
expertise in the industry to play as a member
of the AWRT Board of Directors and
Executive Committee, as well as its local
Dallas/Fort Worth Board of Directors.
Debbie Durben
{There were no role models for young women like
myself, so now I am very aware that perhaps my success
can be an inspiration for other women} DEBBIE DURBEN
oversee a staff of 80 and reps half of Infinity’s
180 stations, as well as Jefferson Pilot’s
stations. Since assuming her leadership
position at Infinity, the rep firm’s sales have
increased by nearly 20 percent.
Cosgrove’s specialty is new business
development and the creation of cross-platform
programs to address advertiser needs.
Working closely with the Viacom Plus
cross-platform solutions group, she helped
develop marketing programs for Chevron
and Bank of America, bringing in approximately
$15 million in new business to
radio.
Christa Dahlander
CHRISTA DAHLANDER
Senior Vice President/Communications
Radio Advertising Bureau
From Mensa to McGraw
Christa Dahlander is on a roll in her 14-year
career in radio, currently serving the Radio
As a card-carrying member of Mensa, she
proves her intellectual worth on a daily
basis – as well as bringing a touch of class
to a famously nerdy group. Her accomplishments
in sales and marketing are wideranging,
everything from sophisticated and
effective marketing campaigns for RAB’s
products and services to her tenure as an
acclaimed instructor for its Radio Training
Academy. More importantly, she marketed
herself so adroitly that, in what she considers
her finest moment, she recently was
pulled up on stage by country superstar
Tim McGraw — eat your heart out,
Courteney Cox. McGraw adoration aside,
she credits husband, Chris, and brown dog,
Bosco, for giving her the support and love
that make her achievements possible.
DEBBIE DURBEN
President
Interep Marketing Group
A Much-Needed Role Model
Debbie Durben has been in the radio industry
for close to 25 years, starting her career
at the Radio Advertising Bureau. She has
worked at Interep for more than 19 years
both on the rep side of the business and for
the past 12 years on the new business side
of the company. She is passionate about
radio and about the value it brings those
advertisers who use the medium properly.
Since she was named president of Interep,
her division has generated more than $200
million in new business for radio.
In addition to the group’s success,
Durben, working on her own and in conjunction
with other Interep sales executives,
has brought in $4.5 million in new
business during the first quarter of 2004. It
should come as no surprise that she’s a sixtime
recipient of Interep’s prestigious Chairman’s
Circle Award.
But when it comes to recognizing
Durben’s achievements, it’s not all just inside
the walls of Interep. Those on the outside
realize her value as well, witnessed by the
fact that in both 2003 and 2004, she was
named one of radio’s Most Influential
Women by Radio Ink. Additionally, in 2001,
she was accepted into the prestigious Young
Presidents’ Organization, Fairchester Chapter
– the chapter’s only female member.
Durben takes pride in serving as a role
model for other women at Interep. “When I
started out in this business and attended
my first conference, I didn’t see any other
women,” Durben says. “There were no role
models for young women like myself, so
now I am very aware that perhaps my success
can be an inspiration for other women,
and I try as well to help other women with
their careers.”
ERIKA LARSON GRIMM
New Business Development Manager
KENS 5 TV
Taking an Active Role
Erika Larson Grimm is the new business
development manager at San Antonio’s
8 MAKING WAVES VOLUME 1, NUMBER 4

THROUGH
THE GLASS
CEILING!
Interep Celebrates Winning
8 out of 20 Honors for
AWRT’s 20 Best
Sales and Marketing
Women in Radio,
Television and Cable
Congratulations
from the entire Interep team!
Jill Albert
SVP/Dir. of Mktg.
Interep Innovations
Los Angeles
Nancy Barre
Vice President
ABC Radio Sales
New York
Jana Cosgrove
VP/GM
Infinity Radio Sales
New York
Debbie Durben
President
Interep Marketing
Group, New York
Sheila Kirby
Vice President
Interep Innovations
New York
Sue McNamara
VP/GM
Infinity Radio Sales
New York
Kay Olin
Regional Sales
Executive
Interep, Atlanta
Lisa Sirotka
President
McGavren Guild
New York

Erika Larson Grimm
KENS-TV in South Texas. She began her
career in the newspaper business in San
Francisco and left in June 1998 to join
KENS-TV as an account executive and, in
November 2002, was promoted to her current
position. Using her large market and
print advertising knowledge, she successfully
moved into the television medium by
taking ad dollars with her.
A winner herself, she won an Association
for Women in Communications’ Proliner
Award for the station’s ExCEL Award “Recognizing
Excellence in Education” community
promotion, which she coordinated and
implemented in 1999. She was also named
outstanding local member by AWRT last
year, in addition to chairing her station’s
Star Performer Award Committee.
But it’s not just about new business development.
Since college, Grimm has been
actively involved in professional and civic
organizations. She is currently past president
of the San Antonio Media Alliance, an
AWRT chapter. She also remains active in
the Association for Women in Communications,
San Antonio Professional Chapter, and
currently serves as vice president and chairperson
of the Freedom of Information Committee.
During her tenure as local chapter
president in 2000, she led it to eight national
awards. In June 2003, the chapter recognized
her efforts by making her the
youngest-ever recipient of the Maggie
Cousins Headliner Award, the highest honor
it can bestow on a member. Furthermore,
under her leadership, AWRT’s San Antonio
chapter was selected as the host chapter for
last year’s Gracie Allen Awards judging.
Grimm also has served as a committee
member for Texas Special Olympics, Child
Advocates of San Antonio and the
Leukemia and Lymphoma Society. Clearly,
this is a woman who believes in giving back
to her community – and her profession.
DAWN HILL
Senior Director, Corporate Marketing
American Urban Radio Networks
Expanding Sales in Cable TV
As senior director, corporate marketing,
Dawn Hill is responsible for developing and
implementing the marketing strategy for
American Urban Radio Networks, as well
as brand marketing, public relations, editorial
and advertising campaigns to expand
the company’s sales, marketing, affiliate
relations and programming initiatives. With
a sales and marketing career that has
spanned roughly 25 years, Hill has played a
significant role in the strategic marketing
and affiliate sales of new cable programming
networks, including Satellite News
Channel I & II, The Disney Channel, The
Nashville Network, Home Team Sports,
The Comedy Channel, Court TV,
Caribbean Satellite Network and The Talk
Channel. She was regional sales manager
for USA Network and spent four years at
HBO as sales and marketing manager for
BET, where she was responsible for increasing
BET’s cable viewing audience from 10
million to 21 million subscribers. While at
HBO, Hill developed and implemented the
test marketing for EMERGE magazine.
Dawn Hill E. LEE WHITE
In 1986, she received the Outstanding
Young Women of America Award, and in
1987, Time Inc., sponsored Hill to attend
the prestigious Aspen Institute for Humanistic
Studies, Young Executive Program developed
by the Fund for Corporate Initiatives.
The same year, she was named to Who’s
Who in Professional and Executive Women.
She is the recipient of many community and
professional awards, including the Women
of Excellence Award from the National
Action Network and the AWRT 2004 BELL
Award for Public Relations. She is president
of AWRT’s New York City chapter.
CHRISTIE HUMPHRIES
Account Executive
KVUE Television
On the Run
Born and raised in Kansas, Christie
Humphries graduated from The University
of Kansas in 1998 with a B.S. in journalism,
broadcast management – sales and promotions
emphasis. And she’s been off and running
ever since – in more ways than one.
This former student station manager of
KJHK 90.7 and two-time winner of the
Kansas Association of Broadcaster’s scholarship
got her first job job in June 1998 as an
account executive for KPXE-TV (PAX) in
Kansas City, Mo., at the age of 21. She left
Kansas City later that fall to take an
account executive position with KAKE-TV
(ABC) in Wichita, Kan., and then moved to
Austin, Texas, in 1999 to work for KVUE-
TV, BELO (ABC) as an account executive,
where she’s been ever since.
Christie Humphries
One of her major accomplishments, however,
was running – and completing – the
Kona Marathon in June 2004 as part of Train
to End Stroke in honor of her grandmother.
Humphries served on the AWRT Austin
chapter’s board for four years, two of those as
president, and is currently serving on the
board as publicity chair. She received a 2003
AWRT BELL Award for Best Overall Communication
Campaign and has been vice
president of recruitment for the Austin
DREAMFund for two years. Humphries was
a mentor for Murchison Middle School for
two years and is currently a Miracle
Worker for The Miracle Foundation in
Austin.
KATHLEEN KEEFE
Vice President of Sales
Hearst-Argyle Television
Inclusive Management
The first female vice president of sales for
Hearst-Argyle Television, Kathleen Keefe
has worked on all sides of broadcast television
ad sales, including ad agencies and rep
firms. She has also served as a major-market
general manager and spearheaded the
sales efforts for a leading station group.
10 MAKING WAVES VOLUME 1, NUMBER 4

Erika Larson Grimm
KENS-TV in South Texas. She began her
career in the newspaper business in San
Francisco and left in June 1998 to join
KENS-TV as an account executive and, in
November 2002, was promoted to her current
position. Using her large market and
print advertising knowledge, she successfully
moved into the television medium by
taking ad dollars with her.
A winner herself, she won an Association
for Women in Communications’ Proliner
Award for the station’s ExCEL Award “Recognizing
Excellence in Education” community
promotion, which she coordinated and
implemented in 1999. She was also named
outstanding local member by AWRT last
year, in addition to chairing her station’s
Star Performer Award Committee.
But it’s not just about new business development.
Since college, Grimm has been
actively involved in professional and civic
organizations. She is currently past president
of the San Antonio Media Alliance, an
AWRT chapter. She also remains active in
the Association for Women in Communications,
San Antonio Professional Chapter, and
currently serves as vice president and chairperson
of the Freedom of Information Committee.
During her tenure as local chapter
president in 2000, she led it to eight national
awards. In June 2003, the chapter recognized
her efforts by making her the
youngest-ever recipient of the Maggie
Cousins Headliner Award, the highest honor
it can bestow on a member. Furthermore,
under her leadership, AWRT’s San Antonio
chapter was selected as the host chapter for
last year’s Gracie Allen Awards judging.
Grimm also has served as a committee
member for Texas Special Olympics, Child
Advocates of San Antonio and the
Leukemia and Lymphoma Society. Clearly,
this is a woman who believes in giving back
to her community – and her profession.
DAWN HILL
Senior Director, Corporate Marketing
American Urban Radio Networks
Expanding Sales in Cable TV
As senior director, corporate marketing,
Dawn Hill is responsible for developing and
implementing the marketing strategy for
American Urban Radio Networks, as well
as brand marketing, public relations, editorial
and advertising campaigns to expand
the company’s sales, marketing, affiliate
relations and programming initiatives. With
a sales and marketing career that has
spanned roughly 25 years, Hill has played a
significant role in the strategic marketing
and affiliate sales of new cable programming
networks, including Satellite News
Channel I & II, The Disney Channel, The
Nashville Network, Home Team Sports,
The Comedy Channel, Court TV,
Caribbean Satellite Network and The Talk
Channel. She was regional sales manager
for USA Network and spent four years at
HBO as sales and marketing manager for
BET, where she was responsible for increasing
BET’s cable viewing audience from 10
million to 21 million subscribers. While at
HBO, Hill developed and implemented the
test marketing for EMERGE magazine.
Dawn Hill E. LEE WHITE
In 1986, she received the Outstanding
Young Women of America Award, and in
1987, Time Inc., sponsored Hill to attend
the prestigious Aspen Institute for Humanistic
Studies, Young Executive Program developed
by the Fund for Corporate Initiatives.
The same year, she was named to Who’s
Who in Professional and Executive Women.
She is the recipient of many community and
professional awards, including the Women
of Excellence Award from the National
Action Network and the AWRT 2004 BELL
Award for Public Relations. She is president
of AWRT’s New York City chapter.
CHRISTIE HUMPHRIES
Account Executive
KVUE Television
On the Run
Born and raised in Kansas, Christie
Humphries graduated from The University
of Kansas in 1998 with a B.S. in journalism,
broadcast management – sales and promotions
emphasis. And she’s been off and running
ever since – in more ways than one.
This former student station manager of
KJHK 90.7 and two-time winner of the
Kansas Association of Broadcaster’s scholarship
got her first job job in June 1998 as an
account executive for KPXE-TV (PAX) in
Kansas City, Mo., at the age of 21. She left
Kansas City later that fall to take an
account executive position with KAKE-TV
(ABC) in Wichita, Kan., and then moved to
Austin, Texas, in 1999 to work for KVUE-
TV, BELO (ABC) as an account executive,
where she’s been ever since.
Christie Humphries
One of her major accomplishments, however,
was running – and completing – the
Kona Marathon in June 2004 as part of Train
to End Stroke in honor of her grandmother.
Humphries served on the AWRT Austin
Katie chapter’s Couric. board {Because for we four know years, each other two so of well those we as
were able to talk in code. We knew what the other one
president, and is currently serving on the
needed without too much discussion.}
board as publicity chair. She received a 2003
AWRT BELL Award for Best Overall Communication
Campaign and has been vice
president of recruitment for the Austin
DREAMFund for two years. Humphries was
a mentor for Murchison Middle School for
two years and is currently a Miracle
Worker for The Miracle Foundation in
Austin.
KATHLEEN KEEFE
Vice President of Sales
Hearst-Argyle Television
Inclusive Management
The first female vice president of sales for
Hearst-Argyle Television, Kathleen Keefe
has worked on all sides of broadcast television
ad sales, including ad agencies and rep
firms. She has also served as a major-market
general manager and spearheaded the
sales efforts for a leading station group.
11 MAKING WAVES VOLUME 1, NUMBER 4
AMERICAN WOMEN IN RADIO AND TELEVISION 11

While with Post-Newsweek, she oversaw
the creation, development and implementation
of a major TV environmental campaign,
“Get Down to Earth,” which was
nominated for a national Emmy Award.
Keefe’s unique management style can
best be described as “inclusive.” She realizes
that a successful sales staff must be
backed up by marketing and promotional
efforts both on the local and national levels.
She fosters idea sharing and brainstorming
between station departments to implement
successful, revenue-generating projects outside
of the everyday spots and dots sales.
She encourages open dialogue among the
group’s 28 television stations as well as with
the corporate office. Keefe realizes a good
idea can come from anyone in any department,
and she keeps open the lines of communication
to foster comfortable
relationships with all station personnel, not
just within her sales departments.
Kathleen Keefe
She currently serves on the board of directors
for the Television Bureau of Advertising,
the International Radio and Television Society
and the Broadcast Education Association. In
addition, she has served as a director or advisor
for numerous civic, charitable and industry
organizations including Give Kids the
World, Florida Hospital, American Red Cross,
United Way, the Houston Chamber of Commerce,
Houston Advertising Federation and
the New England Broadcasters Association.
SHEILA KIRBY
Senior Vice President
Interep Innovations
Sheila Kirby
Words of Wisdom
Sheila Kirby is a firm believer in the adage
“grow and learn or fail.” Her philosophy is
the mantra that has guided her life and successful
career. In her current position as senior
vice president of Interep Innovations, she
oversees Interep’s industry-leading new business
efforts on behalf of client radio stations,
which include overseeing a staff of 31 people,
along with being responsible for training
more than 600 Interep employees in
new business development.
Kirby calls her staff “my most important
client. I am committed to them and want
them to always know I will give them the
tools and support they need to do the best
job possible.” The concept of providing
total support to her colleagues is perhaps
borne of Kirby’s belief in the importance of
mentors. She has had several mentors in
her own career and is proud to be a mentor
to up-and-comers.
“I tell women – and everyone, really –
that they should find good mentors and
learn what you can from them.” Her other
piece of advice: “Belief succeeds.” She tries
to instill confidence in others, knowing that
sometimes confidence can be the key to
success. “I had very supportive parents who
always told me I could do anything I put
my mind to, and their support was a
tremendous help to me.”
“Sheila is the most unbelievable motivator
I have ever worked with,” says Sue
Novicki Morrison & Abraham. “She can
sell anything to anyone. She is passionate,
and her ability to retain names and numbers
is amazing. Sheila hired me into the
business nine years ago and has been a
great mentor to me.”
LOUISE CRAWFORD KRAMER
Regional Vice President
Entercom
Louise Kramer
On the Go
Louise “Weezie” Crawford Kramer is
regional vice president for Entercom Communications
Corp., one of the country’s five
largest radio broadcasting companies and a
member of the New York Stock Exchange.
After receiving a B.A. from the University of
Kentucky in 1977, she began her career in
radio. She held various sales and management
positions before joining Entercom in
January 2000. She oversees eight markets for
Entercom, including Buffalo, Rochester,
Boston, Providence, Milwaukee, Madison,
Kansas City and Sacramento. Kramer serves
on the board of the Radio Advertising
Bureau and is active in a variety of Chicago
community and charitable organizations.
Judy Lakin
JUDY LAKIN
General Sales Manager
Cox Radio Houston KKBQ/KTHT
A Vision for Involvement
Her accolades are many, and her involvement
in community and industry organizations
just as numerous. Judy Lakin is a
woman with a vision – a vision to be as
involved and as effective as she can be. A
member of the Houston Chapter of AWRT,
she received a 2002 Star Award for Radio
Sales Management and was a 2003 and
2004 chapter nominee for a Star Award for
Radio Sales Management. She also is the
recipient of the South Texas Chapter
Arthritis Foundation Super Star Award and
a Dale Carnegie Sales Course and Human
Relations Course Graduate.
Lakin is a patroness member of the
National Charity League, a past board
member of the South Texas Chapter Arthritis
Foundation, a past president of the Cystic
Fibrosis Central Texas Chapter, a past
board member of the Texas Association of
Broadcasters, a volunteer for the North
Houston Assistance Ministries and an
adjunct teacher for the University of Houston
in broadcast sales radio, TV and cable.
Prior to joining Cox Radio Houston,
12 MAKING WAVES VOLUME 1, NUMBER 3

Lakin was general manager for Clear Channel
Austin, and a general sales manager for
the Rusk Corp. She has a B.S. in journalism
from Kansas University.
SUE McNAMARA
Vice President/General Manager
Infinity Radio Sales
A Competitive Edge
“Competitive” is probably the single word
that best describes Sue McNamara. “I like
to win,” she says. “If someone sells a
$25,000 spot, I want to sell one for
$30,000.” It is this burning desire to compete
and win that has propelled McNamara
to success in the radio business.
Sue McNamara
McNamara started her career as a sales
assistant with Durpetti & Associates in
1986. From there, she advanced into a
sales position at D&R Radio Sales and then
to Group W Radio Sales as a senior
account executive. In 1995, she was
named New York manager for the newly
formed Infinity Radio Sales and later was
promoted to her current post as vice
president/general manager for Infinity.
In this role, she helps manage a team of
80 and represents half of Infinity’s 180
stations.
McNamara is responsible for heading up
the sales effort for Infinity’s Howard Stern
Show and just recently brought in a
$750,000 Kuya rum account exclusively to
the Stern show on Infinity stations. It was
McNamara who suggested several years
ago that a Howard Stern unwired network
be created, a move that has attracted
numerous national advertisers to the show.
She proudly states that she personally
attained the highest single spot rate ever
for the Howard Stern show, a $35,000
book publisher buy.
Kay Olin
KAY OLIN
Regional Sales Executive Atlanta/Philadelphia
Interep
Politics’ Loss, Radio’s Gain
You might say that the story of Kay Olin
can be summed up as “a loss for politics, a
big gain for radio.” Olin, a native of
Florida, grew up in the political arena. Her
grandfather represented Florida in both the
State Senate and the House of Representatives.
In addition, her father was a political
lobbyist for more than 30 years. As a political
science major at Agnes Scott College,
Olin seemed destined for a career in politics
as well – until she heard the call of
media. Fascinated by the workings of
broadcast media, Olin briefly worked at a
national television sales organization
before accepting an account executive
position at radio station WIVY-FM in Jacksonville
– thus building the foundation for
her ensuing career in radio. A few years
later, at the age of 28, she was named general
manager of radio station WANM in
Tallahassee. With this promotion, she
became one of the first female general
managers – not to mention one of the
youngest – in the country.
More than 20 years later, Olin is now a
vice president/regional executive for
Interep, the nation’s largest sales and marketing
company dedicated solely to radio.
“I don’t think success in this business is
rocket science,” she says. “I’m a big
believer in building strong relationships
and doing what you say you’re going to
do.”
An eight-time winner of Interep’s prestigious
Chairman’s Circle Award, Olin says,
“When I started out in the business,
women in management were a rarity. I am
happy to say this is no longer the case. I try
to help young women starting out in the
industry, and the advice I always give them
is to be professional and be true to yourself
because nothing is more important than
your credibility.”
PEGGY O’NEILL
Vice President, Director of Sales
Continental Television Sales
From MVP to Mother
In this era of job-hopping and always looking
for the next big thing, it’s rare to find
someone who’s spent her whole career with
the same organization. Peggy O’Neill, however,
is that rare breed who has dedicated
her career to building one company’s sales
capabilities, starting as a sales assistant at
Continental Television straight out of St.
John’s University.
O’Neill is an active member of AWRT
and the New York Women’s Agenda. She is
an executive board member of the Katz
Media Group Women’s Interactive Network
(WIN), an affinity group that promotes
the advancement, retention and
recruitment of women within the company.
In addition to her duties with Katz,
O’Neill also finds time to teach communications
at her alma mater, where she is an
adjunct professor.
Peggy O’Neill
Recently, O’Neill was the recipient of her
company’s coveted MVP award, which recognizes
the leadership and dedication that,
in their opinion, the company could not do
without. But her life isn’t all about sales.
She is also the proud mother of ninemonth-old
Jack and works hard to achieve
a true work-life balance.
BONNIE PRESS
President
Clear Channel Katz Advantage
Developing a Blueprint
Through her work in radio sales for more
than 28 years, Bonnie Press has established
herself as one of the most respected women
in radio. She is responsible for overseeing
all of the operations of Clear Channel Katz
14 MAKING WAVES VOLUME 1, NUMBER 34

Bonnie Press
Advantage, the strategic sales and marketing
company of the Katz Media Group.
Press began her career in radio as a research
analyst with Christal Radio, moved into
unwired network sales and attained the
position of senior vice president & general
manager of Katz Radio Group Sales in
1992. There, she played a critical role in
developing the creation of Katz Dimensions
in 1995 and was named its president. In
September 2004, Katz Dimensions combined
resources with Clear Channel Advantage
to operate as a unified new sales and
marketing division named Clear Channel
Katz Advantage, of which Press was again
named president.
with billings close to $300 million annually.
Named to Radio Ink’s 2003 list of Most
Influential Women in Radio, Sirotka-Sonnenklar
has been an active member of the
group and will started work as an MIW
mentor in June 2004. Before being named
to her current position in 2003, Sirotka-
Sonnenklar was president of Interep’s Allied
Radio Partners, only the third female rep
firm president in Interep’s history. Her path
to the top position at Allied was forged
Lisa Sirotka Sonnenkar
Lisa T. Wegmann
LISA T. WEGMANN
Director of Sales
TXCN
Making a Mark
From North Carolina to Los Angeles and
back to Texas, Lisa Wegmann has been
making her mark nationwide. For the past
six years, Wegmann has served as the
director of sales/local sales manager for
TXCN in Dallas and was instrumental in
the station’s launch in 1998. At TXCN, she
works on pricing, forecasting, and directing
and training the sales management
team and account executives.
{Everyone is judged on his or her performance, which
is exactly as it should be. I tell young people who are
getting started in the business that they will be noticed
and rewarded if they work hard and are effective at
what they do.} LISA SIROTKA SONNENKLAR
For the last several years, Press has been
named to the prestigious Radio Ink Most
Influential Women in Radio listing. In addition,
Press is a member of the Broadcasters’
Foundation, as well as the board of directors
of Next Generation Radio.
Press was instrumental in creating the
annual Katz Women’s Career Summit,
which focuses on career advancement, lifework
balance issues and diversity initiatives
for industry women. Outside of the industry,
Press is a life member of the Brandeis
University National Women’s Committee, a
group committed to raising funds for the
libraries of Brandeis University.
LISA SIROTKA-SONNENKLAR
President
McGavren Guild
Mentoring Young Women
As president of McGavren Guild, Lisa
Sirotka-Sonnenklar oversees a rep firm
through a single-minded work ethic to succeed
combined with an enthusiastic attitude
and boundless energy.
At McGavren Guild, Sirotka-Sonnenklar’s
team is known as being innovative
and continuously outperforms the market.
“We work very closely with our clients and
are fully integrated in their sales operations,”
she says.
A three-time winner of Interep’s prestigious
Chairman’s Circle Award, she won
the Most Valuable Performer category in
1998 and the Meritorious Service designation
in both 1999 and 2001.
However, Sirotka-Sonnenklar considers
her work as a mentor to young women just
starting out to be one of her most important
accomplishments. “Everyone is judged
on his or her performance, which is exactly
as it should be. I tell young people who are
getting started in the business that they will
be noticed and rewarded if they work hard
and are effective at what they do.”
From cars to luggage and banks to beverages,
Wegmann has worked on a variety
of accounts over the course of her career.
But, she’s not one to go it alone. A firm
believer in the power of teamwork, Wegmann
has recruited, developed and
trained one of the top sales teams in the
market.
A graduate of The University of Texas at
Austin, with a BBA in management/marketing,
Wegmann is a three-time recipient
of the AWRT Award of Excellence for
Cable Management. Wegmann began her
career at Smith Advertising in Fayetteville,
N.C., and from there moved to Bozell &
Jacobs in Dallas. She also worked at J. Walter
Thompson, Bloom and then opened the
Dallas Chiat/Day office in 1988. After six
months, she was promoted to run the Los
Angeles office. After a number of years, she
left the agency side when she was recruited
by KABC-TV in Los Angeles, and she’s
been a selling star ever since. A
AMERICAN WOMEN IN RADIO AND TELEVISION 15

Shining
Stars
Although developing an extraordinary sales team starts
with discovering the brightest, the best also have that certain
sparkle. Here’s how to look beyond resumés and find
stellar team members you can count on again and again.
SSales managers will agree that developing
an extraordinary sales team is an integral
part of their responsibilities. Although there
are endless ways to go about looking for
account executives, and it can at times be
overwhelming, there are ways to make the
process efficient and effective. Here are a
few guidelines to help you to trust your
instincts, sharpen your abilities and ultimately
build the best team possible.
First things first – where do you start
One of the keys to finding good people you
can trust is tapping into the relationships
you’ve already formed with your clients,
other successful account executives (AEs),
or managers or colleagues within your own
professional network and then seek referrals.
By having established working relationships
with these people and hopefully
sharing the same standards or experiences,
you should be in a position to expand upon
their networks and develop a larger talent
pool from which to draw.
Remember, too, that your bench is deep.
Successful managers go about developing
or expanding a sales team with a holistic
approach. Anyone who can help you
engage in new business development, client
retention, sales and service, should be considered
a part of your team. Is everyone
under your supervision – from the receptionist
on up – a seller They should be.
Does everyone put his or her best face forward
when dealing with a potential client
Does everyone reflect your attitude Your
ethics Your passion
Now that you have everyone on board,
it’s time to fill in the gaps. But, what really
makes a salesperson out of this world, and
what kind of people make up good teams
BY JOAN E. GERBERDING
Beyond the Resumé
Experience shows you can teach a good AE
about any product, but you can’t instill the
“fire in the belly” attitude and aptitude in
someone who just doesn’t have it. Every
industry has different products or services,
but a great salesperson knows how to present,
propose and close with passion, enthusiasm
and empathy.
When I interview possible candidates, I
like to have an initial interview alone and
ask the usual questions: Why are you leaving
your current company Tell me how
you sell. What makes you the best candidate
for this job Where do you want to be
in one year Tell me about your job history.
But, on the second interview, I ask another
manager or even a current AE to do the
interview so I can watch, listen and
observe. How are the candidates dressed
{Experience shows you can teach a good AE about any
product, but you can’t instill the “fire in the belly” attitude
and aptitude in someone who just doesn’t have it.}
22 MAKING WAVES VOLUME 1, NUMBER 4

Are their shoes shined Would I be proud
to have them representing my company
and me How do they respond to the interviewer’s
questions Can they think on their
feet Do they communicate well Do they
listen and then rephrase back to me Do
they have a philosophy of optimism Do
they lean forward when they interact with
the interviewer Are they able to project a
general knowledge of my industry Do I
think they can project that knowledge into
a future understanding of marketplace or
industry developments that will enable
them to uncover valuable new business
opportunities And, most importantly, do
they ask for the job
person they want to be, respect and believe
in. This way, they are able to fortify themselves
against everyday temptations to do
things that are popular or easier or quicker,
rather than right.
They know how to network. Yes, it’s
really a skill! They know lots of different
kinds of people. They value relationships.
Successful salespeople have an address
book full of contacts that value their friendship
and return their calls.
Good salespeople are quite obviously
creative. The best see new possibilities, new
opportunities and challenges where others
may see limitations and roadblocks. They
are not afraid or embarrassed to ask for
Great salespeople live for “right now.”
They know that right now is the only time
over which they have any control. They
have a knack for looking people in the eye,
listening to what is being said and taking
full advantage of every opportunity. They
use their time wisely. They believe they are
in charge of their personal and professional
goals, their thoughts or “self-talk,” and
their behavior and its effect on clients and
prospects.
They are confident without being egocentric.
They have a strong self-confidence
and strength that they draw on to help
them through hard challenges and risks.
They are fully aware of their own strengths
{The best account executives respond to clients
quickly. Not only do they always return phone calls
but they also always under-promise and over-deliver,
and they always try to make a difference.}
Attributes of success aren’t always what
you see on paper. Signs of good team players
run deep. They work hard. And they
play hard, too. They aren’t complainers;
they expect no less than extraordinary performance
from themselves. They are
strivers and drivers. They set their own personal
goals high, and they usually reach
them. They are not workaholics. They are
eager to learn new things. They are constantly
asking questions and reading. They
apply what they learn to create and build
their client base and their own knowledge
base. They are always curious.
The best account executives respond to
clients quickly. Not only do they always
return phone calls but they also always
under-promise and over-deliver, and they
always try to make a difference. Successful
salespeople observe industry trends, notice
the changes or upgrades and hear the
nuances that others miss. They ask, “What
can I do to make a difference”
These stars also combine their need to
succeed with the needs of their clients to be
successful. By focusing on filling the client’s
needs, they become successful themselves.
These people look in the mirror every
morning, and they make sure the person
they see looking back at them is the kind of
advice, try new things out, consult other
people, and they are always looking for a
better or faster way to complete a task.
They take responsibility for their actions.
Successful salespeople don’t worry about
whom to blame. They don’t have time for
that. They make decisions quickly and
move on to the next items on their plates.
They take the initiative and accept the
responsibilities that go along with striving
for success, making decisions and moving
determinedly along a path.
They keep their perspective. Even in
times of stress, successful salespeople keep
their life-balance. They know the value of
timing, humor and downtime. They rarely
panic and are able to make sound decisions
and work through issues, even in crisis
mode.
They work on self-improvement. Successful
salespeople work on their personality
traits – both good and bad – as well as
their leadership and management skills and
other everyday details of their lives. Successful
salespeople don’t tolerate flaws; they
fix them. They avoid negative people who
can bring them down or distract them.
They accept the occasional self-doubts, but
they don't give in to them; they just
acknowledge them and move on.
and weaknesses. They want to win by
doing the right thing and by helping people
use their products or services and getting a
good return on their investment.
Trust Your Instincts
If you, as a manager, use the resources
available and if you develop the skills to
find, interview and hire the right people,
you will be able to develop a extraordinary
sales team that embraces your company initiatives
and leverages their abilities and
your products or services into greater
opportunities. By observing these traits and
trusting your instincts as you build your
sales team and by listening between the
lines during an interview, you’ll be able to
hire the right people and implement the
right strategies to ensure your team has a
bright future destined for success. A
Joan E. Gerberding is
immediate past president
of AWRT and vice
president of sales of
Arbitron Outdoor in
New York City. She
can be reached at
joan.gerberding
@arbitron.com.
AMERICAN WOMEN IN RADIO AND TELEVISION 23

Turn
The Noto-Yes
Around
Getting things to go your way is a learned skill – here’s
how to clear the obstacles, build up your arsenal and
make it happen.
BY JOANNE CINI
WWe’re busy people these days. And, busy
people want things to go the best way possible,
and that usually means the way we
believe they should be done. Of course, this
must be in concert with such things as
company policies, rules, life objectives and,
most importantly, other people. It’s true; it
really comes down to people. Because of
this, the no-to-yes turn around skill is one
that has many practical applications and
can save us frustration and time in every
aspect of our lives.
Whether or not you’re facing negotiations
with a tough boss over a lost raise or
promotion, a sales meeting with a negative
colleague or a buyer who disagrees with
your targeted share, knowing how to turn
the no into a yes, preferably before it’s even
said, will ease the stress in your life. And,
clearing obstacles in this way will help you
to achieve fulfillment – on your own terms.
Mining Your Skills
For this skill set to be effective, you must
first mine your approach. Listening skills,
anticipation, preparation, key stakeholder
buy-in, back up and delivery all matter.
Let’s look at each aspect of this approach,
first from a nod toward the customer and
then internally.
Listening skills: We’ve heard this before,
but have we really heard it Listening in this
context is to be used as an educational tool
because you can’t overcome a hurdle if you
don’t see one. Asking the right questions is
the same as asking for a roadmap to success.
If you know what matters to your target
(customer, boss, etc.), you can gear your
statements and arguments to those needs.
Prepare your questions so you get the
information you want, and be prepared to
avoid interrupting and interruptions so you
can stay on task. Focus on your desired
outcome. Ask good questions. If it’s a buyer,
these might include: What programs are
being considered and why What’s the
competition’s attraction and why Is the
buyer leaning heavily on a certain program
genre Would the addition of a second or
third genre increase reach, and does that
matter How has the competition handled
the buyer’s business in the past Is the
buyer happy with your past performance
If you help buyers reach their objectives,
can you do so at your targeted share goal
Once you have your answers, you’re better
prepared to move toward your yes. Take
in what the buyer has to say, and build
these items into your plan. Include the primary
genre and other enhancing programs
in your package. Show the efficacy of your
product to the advertiser and also show
proof of performance on your past business
dealings, assuming they are positive. If
you’re able to knock down the obstacles
and make it easy on the customer, you’ll
have a better chance of reaching your
desired outcome.
Anticipation: Building relationships
with customers, colleagues, managers and
subordinates takes a great deal of empathy,
thought, listening and tolerance. In knowing
people’s reactions and patterns, you
have clues to the possibility of their acceptance
of your concepts. Awareness of what
certain people move toward or stay away
from can help you weave your offer in the
pattern they find most desirable. For
instance, if a buy is 18-34, heavy reality
genre, you might think twice about putting
in an old-skewing late news and trying to
24 MAKING WAVES VOLUME 1, NUMBER 4

{Listening skills, anticipation, preparation, key stakeholder
buy-in, back up and delivery all matter. }
pass it off as reality. Perhaps you would try
a sports or music program instead.
If you know your boss only wants what
he or she asks for with no additional ideas,
can you negotiate to deliver as asked and
still be allowed to offer your creative
thoughts on the side Anticipation also
means coming at your target at the target’s
speed. Is your boss fast, clipped and predetermined
or open and ready to listen to new
ideas Tailor your style and message to suit
your supervisor’s. This doesn’t mean abdicating
your own self; it means delivering
what you want in the manner it will be best
received.
Preparation: A close cousin to anticipation,
preparation offers you calm. When
you’re prepared nothing can shake you
because you know your stuff better than
anyone else, even if they don’t always agree.
Being fluent in industrywide product
knowledge goes a long way to making you
the go-to person that your customers or
leadership trust.
Additionally, understanding a particular
working style will get you in the door on a
busy day. Preparing for a presentation after
you’ve listened to the needs and understand
your target’s personal style smoothes the
way to success. An awareness of what you
are up against and planning a persuasive
argument gives you the best chance of
meeting your goal more than anything else.
Remember, too, that being prepared also
means being resourceful. By understanding
your landscape and knowing where to go
for your needed information, you can save
time and impress others.
By anticipating your manager’s or customer’s
need, you can plan for it and
become the one they’ll call. If you work for
a difficult boss or customer, knowing what
might set off a mood swing or angry retort
will help you to plan your reaction. You can
actually have no reaction because you’re
not surprised and, in doing so, lessen the
negative power over you.
Importance of Stakeholders
Having buy-in from key stakeholders is
paramount, and if they are you’re your
champions, well, so much the better. These
are both helpful tools in the no-to-yes skill
arsenal. Most people enjoy knowing people
they respect will agree with their decisions.
When you have other customers, clients,
managers and buyers who can attest to
your contention, you pave an easier road to
your objective. The surest way to do this is
to win a powerful person to your way of
thinking…even one who might not be
expected to agree. Can you elicit the aid of
such a person as an example or an adjunct
presenter to help your case This might
take extra time and attention but is a
worthwhile investment.
Hiring managers assessing two people
with equal competencies almost always
choose the ones they personally know best.
Many times we see someone with less preparedness
move forward, and we can often
and begrudgingly chalk it up to comfort
zone. It’s essential that you become known
to key stakeholders in the company as a
person, as well as a worker, so they are
comfortable being around you and trust
you. Equal the playing field as much as you
possibly can.
Back up your plan with assurance. Look
to past performance as proof, and offer to
course-correct in midstream if possible and
necessary. Hopefully, you and the stations
you represent have always performed with
integrity. If the customers know you and
your company are trustworthy, they are
more likely to take a leap. It also is important
that your proposal has management
back up. If you have internal buy-in to
grow share, for example, be sure the promise
goes beyond order input. You must be
able to stand for truth when asking for
something out of the ordinary, and that
often means your company leadership has
to be on board and approving of the concept
in the first place.
The same holds true for your internal
perceptions. Keep copies of great orders,
great hires or talent retention, ideas, memos
and presentations for your annual review or
compensation conversation. Back up your
request with your truth; you are valuable,
you work smart, you’re dedicated, and you
make a difference to company outcomes.
Delivery: Watch the advertising schedule
as it’s moving forward, and report good
news to the buyer. If you need to make
changes to benefit the plan, do so. At the
end of the deal, recap the results in writing,
and the next time you ask for something
special, you’ll have proof positive in hand.
Internally, deliver solid work on time, every
time, in the manner it was requested.
If you’re working for a difficult boss,
have a bursting workload or want a raise in
a tough time, do take the time to listen,
anticipate, plan and deliver. Having a champion
in the workforce is extremely important
when it comes to moving your ideas
forward, getting a raise or a promotion or
just having a happier workplace. You must
become known as the go-to person, prepared
and positive, to bring great results to
the company. You must be someone others
enjoy being around and also regarded as
trustworthy and reliable if you want champion
advocacy. When you prove these
attributes, you will also have great results
for yourself, in that you will be happier,
fuller and more committed to the enjoyment
of great work. Even better, your confidence
will soar and great things will be
more likely to come to you.
No matter the dilemma, if you understand
the obstacle and the headset, while
appreciating and respecting your values,
you can put together an offer that will be
hard to turn down. When you ask for a
roadmap from your boss or customer and
follow it, you will always be able to point to
that delivery as your own personal back up.
Ask, learn, absorb and do, anticipate and
plan. Let your excellence be your ticket to
great results and a great career, and enjoy
the positive impact on your whole life. A
Joanne Cini is a former executive in the TV
stations divisions of ABC, FOX, CBS and
NBC. Integral in the creation of NBC TV stations
sales and marketing, she has interviewed
thousands and hired and managed
hundreds of people and has overseen nearly
$2 billion in revenue. Cini left the television
industry in 2001 and authored Kingmaker –
Be the One Your Company Wants to
Keep…On Your Terms. Cini, a Six Sigma
Greenbelt, also is a founder of SMART-4-Kidz,
stress management and relaxation techniques
for children and adolescents.
AMERICAN WOMEN IN RADIO AND TELEVISION 25

Tribute to the
Trustees
AWRT’s Foundation Honorary Trustees are leaders
worth saluting. These Foundation supporters help us
carry forth our critical mission. Here’s a different facet
of what makes them tick.
Carole Black
President/CEO
Lifetime Television
My first job: My grandfather owned the
French Nougat Candy Company in Cincinnati,
and I helped out, which meant free
samples. I think I ate most of the profits!
Thoughts on work and personal sacrifice:
I think we’ve all made personal sacrifices
for our careers, but I tried hard to
make sure those sacrifices were made by
me and not my son.
An average day at the office turns into a
great one when: We hear from viewers that
one of our shows moved them or that one of
our advocacy initiatives has made a real difference
in their lives. It’s extremely rewarding
to positively use the power of television.
Leave work at work or a 24/7 leader: I
tend to be too much like television…on
24/7. I certainly wouldn’t expect or advise
others to follow this pattern, although it
does seem more prevalent in our business.
Most valuable leadership attributes: Possesses
strong strategic vision and the ability
to express and execute it; recognizes,
rewards and supports her team; thinks in
terms of possibilities, not limitations, and
inspires others to do the same.
Pierre C. Bouvard
President, New Ventures/International
Arbitron
My first job: Talk show producer
Thoughts on work and personal sacrifice:
I spent a lot of time traveling while in
my 20s and 30s. I would probably cut back
if I could do it over.
An average day at the office turns into a
great one when: We help a customer make
a big sale or we get a big sale.
Leave work at work or a 24/7 leader:
When I get home, it’s all about six-monthold
Sophia and two-year-old Isabella! We
dance to Sinatra, have bath time, stories
and bottles. After they’re in bed, I catch up
and peek at my Blackberry.
Most effective communication techniques:
Insisting on a recap memo of a
meeting with next steps and action assignments.
Most valuable leadership attributes: Uses
simple, clear, repetitive communication;
has a knack for inspirational storytelling;
puts the right people in key jobs and lets
them have at it.
Noteworthy reading: New York Historical
Society Journal, a lot of the quarterly McKinsey
journals
Favorite Web sites: My Yahoo, New York
Times, Ad Age and Amazon.com
Cary Broussard
Vice President
Wyndham Hotels & Resorts
My first job: Banquet waitress at the Hyatt
Lake Tahoe during college – I learned to
carry 10 plates up and down one arm!
Thoughts on work and personal sacrifice:
I don’t know if I’d do the same thing
over again because the serendipity of the
unexpected is what I enjoy about life. However,
because of it, I’ve pushed myself to
achieve greater heights.
An average day at the office turns into a
great one when: I’ve had enough sleep the
night before, find extra money in a budget
(or my wallet), get a call from an old friend
out of the blue, collaborate with co-workers
on a common goal or get the business.
Leave work at work or a 24/7 leader:
26 MAKING WAVES VOLUME 1, NUMBER 4

Daisy Espósito-Ulla. BRAVO GROUP PHOTO
Cary Broussard and Colleen Barrett, CEO of Southwest
Airlines, pose with a “Flat Stanley” before a recent trip of
Broussard’s. PHOTO COURTESY CARY BROUSSARD
Pierre Bouvard. ARBITRON PHOTO
24/7. I have a Blackberry – need I say more
Most effective communication techniques:
Detail the challenge or opportunity,
review the commitments of others and then
put them in writing, follow up, do what
you say you’ll do, listen to others before formulating
a plan, and articulate the shortand
long-term vision.
Most valuable leadership attributes:
Respected track record and decision-making
abilities, compassion, open-mindedness
and the ability to admit a mistake when
there’s a better way.
Noteworthy reading: “Now I know why the
Caged Bird Sings,” “The Secret Life of Bees,”
“What Color is My Parachute,” “The Road
Less Traveled,” and “She Wins. You Win”
Favorite Web sites: www.wyndham.com,
www.womenontheirway.com, yahoo.com
Andrew Fisher, whose hobby is underwater photography, and his sons before a dive in Tahiti last summer. ROBIN FISHER PHOTO
Daisy Expósito-Ulla
Chairman/CEO
The Bravo Group
My first job: I worked at my father’s hardware
store in Cuba.
Thoughts on work and personal sacrifice:
I’ve made plenty of sacrifices. My son,
who is now 15, spent a good chunk of his
childhood involved in my business life.
Quality time and a lot of love made up for
it, and he turned out to be a sharp, competitive
individual with a great sense of humor.
So, yes, I’d do it all again.
An average day at the office turns into a
great one when: There’s a creative spark,
news of a new business win or a colleague
announces her baby’s birth!
Leave work at work or a 24/7 leader:
Work for me is an integral thing; I’m not
used to disconnecting. You have to love what
you do to be this way, and I love what I do.
Most effective communication technique:
Honesty.
Most valuable leadership attributes: The
openness to listen and learn from anyone;
also teamwork, dedication, commitment
and “sticktoitiveness.”
Noteworthy reading: “The Memoirs” by
Gabriel García Márquez; motivational and
biographical books that relate to the business
experience.
Favorite Web sites: News sites
AMERICAN WOMEN IN RADIO AND TELEVISION 27

Andrew S. Fisher
President
Cox Television
My first job: My first job in broadcasting
was as a weekend newsman at WICEAM
(Providence, RI) radio.
Thoughts on work and personal sacrifice:
I’ve made sacrifices, but I’d do it all
again. It’s an incredibly exciting business,
and I’m not trained for anything else!
An average day at the office turns into a
great one when: A great idea has bubbled
up from one of our stations.
Leave work at work or a 24/7 leader: I
have a Blackberry. Need I say more
Most effective communication techniques:
Repetition. Repetition. Directness.
Honesty. Repetition.
Most valuable leadership attributes:
Honesty, vision and dedication.
Noteworthy reading: “Shadow Divers: The
True Adventure of Two Americans Who
Risked Everything to Solve One of the Last
Mysteries of World War II” and “How to
Talk So Kids Will Listen and Listen So Kids
Will Talk”
Favorite Web sites: WSBTV.com, MSNBC
and Yahoo
Ralph Guild
Chairman & CEO
Interep
My first job: Record librarian at KLX Radio
in Oakland, Calif.
Thoughts on work and personal sacrifice:
Yes, I’ve made sacrifices; I’d do the
same thing all over again.
An average day at the office turns into a
great one when: We get exceptional orders
for our client radio stations. Whether it’s
regular business or new advertisers, I get
the same thrill I got when I sold my first
spot in Stockton, Calif.
Leave work at work or a 24/7 leader: It
depends. Generally, I remain available to
clients, customers and employees 24/7, but
I don’t intrude on their lives outside the
office unless it’s a matter extreme urgency. I
feel one’s personal life must remain balanced
with one’s career.
Most effective communication techniques:
Face-to face-meetings as often as
possible. I strive for getting goals in writing
and being a good listener.
Ralph Guild, Mindy Herman and John Hogan. INTEREP, E! NETWORK AND CLEAR CHANNEL PHOTOS
Most valuable leadership attributes:
Instilling a sense of mission throughout the
organization, constantly seeking ways to
grow one’s company and industry, making
clear goals and objectives and objectively
monitoring performance.
Noteworthy reading: “Sync” by Stephen
Strogatz and “The Dance of Change: The
Fifth Discipline” by Peter Senge.
Favorite Web sites: www. Broadway.com or
Off Broadway.com
Mindy Herman
Former President & CEO
E! Networks
My first job: When I was nine, I was a
cashier at my father’s men’s clothing store
in Philadelphia.
Thoughts on work and personal sacrifice:
I haven’t met a single successful businesswoman
that hasn’t made innumerable
personal sacrifices. I waited until I was 40
to have my son, Lucas. But I’d do it again –
my career experiences made me a better,
more capable mom.
An average day at the office turns into a
great one when: A great idea comes along.
Leave work at work or a 24/7 leader:
Until I left corporate life for my current
work as a consultant, I was 24/7/365. It’s
the way I’m wired and because I love our
business. Now, as a mother of a one-year
old, I better understand the need for
boundaries between work life and home
life.
Most effective communication techniques:
Open information flow and informal,
in-person communication. Too often
we use the Blackberry (and similar
devices) in lieu of face-to-face communication.
Although I love mine, I’m considering
a “no Berry” New Year’s resolution.
Most valuable leadership attributes:
Loyalty, a sense of appreciation, a sense of
humor and a good internal compass.
Noteworthy reading: “Good Night
Moon,” “Stealing Time,” and “The Second
World War” by Winston Churchill
Favorite Web sites: Yahoo.com, news sites
and political blogs
John Hogan
CEO
Clear Channel Radio
My first job: I was a paperboy at age 10 in
Arlington Heights, Ill.
Thoughts on work and personal sacrifice:
I’m satisfied with the balance I’ve
achieved in my personal and professional
life, and maintaining it is a high priority. I
wouldn’t trade a minute of the experiences
I’ve had and believe any sacrifices along the
way have made me a stronger person and a
better leader.
An average day at the office turns into a
great one when: I hear about a great local
success from one of our markets. There are
success stories daily, so most days are great
days.
Leave work at work or a 24/7 leader: I am
a 24/7 kind of leader. It’s the nature of radio
because of its pervasiveness and ubiquity to
always be tuned in. It’s hard not to work at
something you love, and I love radio.
Most effective communication techniques:
At Clear Channel Radio, communication is
at the heart of what we do – sharing successes,
opportunities and great ideas, and
learning from each other every day. We are
always looking for better, more effective
ways to communicate with each other, but
the direct approach is generally best … noth-
28 MAKING WAVES VOLUME 1, NUMBER 4

ing takes the place of one-on-one, face-toface
communication. We also recently introduced
a new internal newsmagazine about
Clear Channel Radio stations and people. It’s
called Grip, which stands for “Great Radio
Inspires People.” The response has been
tremendously positive.
Most valuable leadership attributes:
Vision, intelligence and passion.
Noteworthy reading: “A Short History of
Everything,” by Bill Bryson and “California
Girl,” by T. Jefferson Parker
Favorite Web sites: Clear Channel Radio’s
intranet site and our external site
(www.clearchannel.com), as well as www.si.com
(Sports Illustrated), www.usnews.com (U.S.
News & World Report) and of course, any
Clear Channel Radio station Web site!
Geraldine Laybourne
Chairman & CEO
Oxygen Media Inc.
My first job: At 16, I was a “bouncer”
(well, kind of a reverse bouncer) at a nursing
home. My job was to make sure the
patients didn’t leave the premises, which
were on a busy highway in New Jersey.
Thoughts on work and personal sacrifice:
My rich family life has enabled me to do my
job. My kids still think they invented Nickelodeon
and that I was just a figurehead.
An average day at the office turns into a
great one when: Someone brags about
what someone else in our organization just
did. I love when people talk behind each
other’s back – in a good way.
Leave work at work or a 24/7 leader: I
leave work at work. In fact, in my 16 years
at Nickelodeon, I only remember a few
times when people called me at home.
Most effective communication techniques:
A weekly executive meeting with
an open agenda; an all-hands-on-deck
Town Hall (highly produced where new
ideas, new people, promotions get presented);
a banning of controversial emails
with endless cc lists.
Most valuable leadership attributes:
Learners who look for constant improvement,
coaches who value developing people
and ensure diverse ideas get integrated.
Noteworthy reading: “The Fountainhead”
by Ayn Rand, “The Curious Incident of the
Dog at Night Time” by Mark Haddon and
“The Raveling” by Peter Moore Smith
Favorite Web sites: Tickle.com (It’s a test
site, for example, what kind of dog are you
I’m a border collie.)
Les Moonves
Viacom
Co-President and Co-Chief Operating Officer
My first job: Painting lines in parking lots.
Thoughts on work and personal sacrifice:
Yes, I’ve made sacrifices for my career
and yes, I’d do the same thing over again.
An average day at the office turns into a
great one when: I see one of my kids.
Leave work at work or a 24/7 leader:
24/7 kind of leader.
Most effective communication techniques:
Having an open-door policy.
Most valuable leadership attributes: Loyalty,
fairness and leading by example.
30 MAKING WAVES VOLUME 1, NUMBER 4

Les Moonves. CBS PHOTO
Noteworthy reading: “Longitudes and
Attitudes” by Thomas Friedman and “A
Farewell to Arms” by Ernest Hemingway
Favorite Web sites: CBS.com
Stu Olds
CEO
Katz Media Group
My first job: Working in a paper mill in
Mosinee, Wis., and selling Cutco knives
Stu Olds with his four daughters, Whitney, Morgan, Dawn and Madison. PHOTO COURTESY STU OLDS
door-to-door to put myself through college.
Thoughts on work and personal sacrifice:
While a balanced life should be all of our
goals, to be successful in any career, personal
sacrifices are required, primarily because we
can’t control the timing and intensity of
demands we face in the workplace. As we
mature, we realize we have more control
than it appears. Work hard, work smart, but
also go to the little league games, make the
birthdays, go to teacher conferences and stop
the music as often as you can to dance with
your significant other.
An average day at the office turns into a
great one when: We’re celebrating the successes
of fellow team members.
Leave work at work or a 24/7 leader:
While business issues are always percolat-
AMERICAN WOMEN IN RADIO AND TELEVISION 31

ing in my mind, I do a pretty good job of
leaving the work of work at the office. I’m
fortunate to have a wife who’s not only a
great partner but who understands the
importance of interests beyond the work
place – like golf, family and friends.
Most effective communication techniques:
Keep it simple, limit extraneous
messages and drill it in with frequency.
Most valuable leadership attributes: Real
leaders never compromise their values and
recognize that more can be accomplished
by giving talented individuals responsibility.
If you don’t have the people that you trust
to do the job, then you’ve got the wrong
people. Let people grow.
Noteworthy reading: “Greatest Game Ever
Played”
Favorite Web sites: Elon.edu (My collegeaged
daughter is on the golf team!)
Jennifer Purtan ABC RADIO PHOTOS
Jennifer Purtan
Senior Vice President, Sales
ABC Radio Networks
My first job: Working in a wonderful
flower shop in Birmingham, Mich.
Thoughts on work and personal sacrifice:
Yes, there have been sacrifices. My
husband and I have lived in two different
cities, four different times in 10 years
together. Despite that, I wouldn’t change a
thing. I’d do it all over again.
An average day at the office turns into a
great one when: I see an individual or a
team of people accomplish the near impossible.
Leave work at work or a 24/7 leader:
Leave work at office I didn’t know that was
an option! The media is omni-present. It’s
awfully hard not to think about it.
Most valuable leadership attributes:
Integrity, vision and clear communication
Favorite Web sites: ABCNews.com, Epicurious.com
and Foodnetwork.com (I love to
cook and entertain!)
Franklin D. Schurz, Jr.
President
Schurz Communications, Inc.
My first job: My first seasonal job was as a
wirephoto machine operator in a newspaper
photo department; my first regular job
was with the U.S. Army.
Thoughts on work and personal sacrifice:
Although I’ve made some personal
sacrifices for my career, I would do the
same thing over again.
An average day at the office turns into a
great one when: I get great news – usually
about someone’s expected or unexpected
accomplishment.
Leave work at work or a 24/7 leader:
Somewhere in between; work travels.
Most effective communication techniques:
Use multiple ways to reach people
and follow up.
Most valuable leadership attributes: Set
the example, set the goals and follow up.
Noteworthy reading: “American Music,”
“The Instinct to Heal”
Favorite Web sites: www.schurz.com
John M. Shaker
Senior Vice President, Licensing
BMI
My first job: My first real job came about
when I was a senior at Syracuse University’s
Newhouse School. I was interviewing to
find a summer job in TV production and
shared my experience producing a TV
show that featured TV, film, music and
sports trivia. The producer liked the idea so
much he hired me to be the developer, creator
and associate producer of “The World
Championship of Trivia,” a 90-minute TV
special. Shortly after I graduated, the show
aired on ABC.
Thoughts on work and personal sacrifice:
I try to keep a balance between work
and family, which can be difficult. Although
I travel frequently, I’m able to go to most of
my kids’ school activities and sporting
events. I’ve also coached their hockey
John Shaker and his son Chris at a Father’s Day hockey game.
PHOTO COURTESY JOHN SHAKER
teams for the last six years, which has been
most rewarding.
An average day at the office turns into a
great one when: We sign new agreements
and both parties come away feeling good
about it, I see an employee doing exemplary
work or one of my kids calls me at the office.
Leave work at work or a 24/7 leader: I do
make myself available for work 24/7.
Most effective communication techniques:
Open communication with employees.
Most valuable leadership attributes: To
hire effective executives and give them the
resources and support to do their jobs; to
promote an open dialogue within the
organization, listen to what is said and take
an appropriate course of action as a result
of that dialogue; to have a clear vision and
strategy.
Noteworthy reading: “A World Lit Only
By Fire: The Medieval Mind and the
Renaissance – Portrait of an Age” by
William Manchester and “Guts! Companies
that Blow the Doors off Business-asusual”
by Kevin Frieberg and Jackie
Frieberg
Favorite Web sites: Yahoo! Finance,
Google and Rhapsody – a terrific music
site, and it’s legal!
Bob Wright
President & CEO
NBC Inc.
My first job: I’ve many jobs, both during
the summer while in college and law school
and during my career in the law, but one
memorable summer I worked for my father
as a sheet-metal worker.
Thoughts on work and personal sacrifice:
I’ve traveled a lot and put in long
hours. But when my children were
32 MAKING WAVES VOLUME 1, NUMBER 4

younger, I always made sure I was there for
the important little league games and
school events. The one in the family who
has made the most sacrifice has been my
wife and partner of 37 years, Suzanne. She
would agree that the rewards have been so
great it makes you forget the sacrifices.
An average day at the office turns into a
great one when: One of my people has a
particularly exciting or provocative idea
that gets everyone energized and thinking
in new ways.
Leave work at work or a 24/7 leader: I
run a global business with operations in
every time zone, so we never really power
down. But everyone needs balance in his or
her life, and I certainly make sure I take the
time I need to relax and get re-energized.
Most effective communication techniques:
Keeping the path of communications
open and flowing in both directions:
from me to my key people, and from them
to me. We have a culture that’s accustomed
to sharing information and soliciting feedback,
because we know that’s how you get
at the right course of action.
Bob Wright NBC INC. PHOTO
Most valuable leadership attributes: Passion,
a strong sense of your strengths and
weaknesses, a strong moral compass and a
sense of personal integrity.
Noteworthy reading: I wish I had more
time to read for pleasure. When I do, I gravitate
toward nonfiction, history and biographies.
Favorite Web sites: NBC Universal’s
intranet homepage A
save
date
date
Trustees not featured in this article: David J. Barrett,
Hearst-Argyle Television; Shane Coppola,
Westwood One; Sir Howard Stringer, Sony Corp.
THE
About AWRT’s
Honorary Trustees
The members of the Foundation of AWRT
Honorary Trustees are named at the exclusive
invitation of the AWRT National Board. They
must actively promote workplace diversity and
have upward opportunities for women within
their given organizations. Foundation Trustees
participate year-round in AWRT’s activities,
including meeting annually in New York to
help foster and approve the philanthropic
vision of AWRT’s Foundation in the oncoming
year. Honorary Trustees also are critical financial
supporters of AWRT, allowing the
Foundation to continue its half-a-century-long
impact in promoting progress and creating positive
change for women in electronic media and
allied fields, as well as supporting community
outreach programs that serve the areas
where our AWRT members live and work.
24-26, 2005
Washington, DC
THEFeb.
To register online
visit www.awrt.org
AMERICAN WOMEN IN RADIO AND TELEVISION 33

SOUND BITES
Marketing to
Women Pays Off
Money. Power. Influence. Such words are
often used to describe men but, today, these
words describe women more and more –
especially when it comes to sales. Carrie
McCament, founder and leader of frank about
women, agrees that women have become
“economic beings,” earning more than $166
billion and spending $6 trillion per year. A
powerful consumer segment, women now
make more and more major purchases. As a
result, socioeconomic changes have
prompted advertisers and marketers to better
understand what makes them tick.
Recent research presents a great opportunity
for stations targeting female listeners to differentiate
themselves and increase revenue. Make
your clients aware of these recently presented
compelling statistics and trends:
● Women control or influence 80 percent of
all purchase decisions.
● Women consumers are no longer a niche;
with 52 percent of the country’s population
being women ages 18 and up, this
group makes up the largest single business
opportunity in the United States today.
● Forty-eight percent of working wives earn
50 percent of the family income and head
more than 50 percent of the country’s high
net worth households.
● Eighty percent of women baby boomers
work outside the home.
● Nine out of 10 women will end up in
charge of family finances.
● There are more women in middle management
earning high wages and controlling
real wealth than ever before.
● Because of the increase of females in the
workforce, women’s “career wear” has
become the hottest clothing category this
season, fueling growth in U.S. apparel
sales for the first time in three years.
● Women buy 61 percent of major home
improvement products.
● Women account for 66 percent of all
home computer purchases.
● With women, most product purchases are
more about the brand and what it stands
for more than they are about the product
itself.
Dolores C. Nolan is vice president/station sales
for Radio Advertising Bureau. She can be
reached at dnolan@rab.com This article is
excerpted from a piece in Radio and Records.
34 MAKING WAVES VOLUME 1, NUMBER 4

SOUND BITES
Thanks to Contributors
AWRT would like to thank the members of
the editorial advisory board for their invaluable
contributions during this start-up year of
Making Waves. Additionally, thanks to our
member contributors:
● Elizabeth Blair, eblair@npr.org, a Gracie-
Allen-Award-winning producer at National
Public Radio and author of “The Women We
Wake Up With” and “Through a New Looking
Glass”
● Patricia Mata Bodet, patbodet@woai.com,
director of diversity and outreach at Clear
Channel Television and author of “Diversity:
A Three-Pronged Approach”
● Joanne Cini, cinijny@aol.com, a former
TV executive and author of “The No-to-Yes
Turnaround” in issue four
● Jon Crigler, jcrigler@gsblaw.com, Garvey
Schubert Barer, author of “The Revolution
Will Not Be Broadcast”
● James Dockery, corporate counsel and
director of diversity, Clear Channel Communications,
co-author of “Diversity: A Three-
Pronged Approach”
● Liz Dolan, lizdolan@mudbath
productions.com, one fifth of the Satellite Sisters
and author of “Working Together – But
Apart”
● Joan E. Gerberding, joan.gerberding
@arbitron.com, immediate past president of
RULES AND REGULATIONS, FROM PAGE 3
AWRT, vice president of sales for Arbitron
Outdoor and author of “Shining Stars”
● Elizabeth Hammond, elizabeth.
hammond@dbr.com, Drinker, Biddle & Reath,
author of the “Rules and Regulations” department
in each issue
● Sarah Jackson-Han, communications
director at Radio Free Asia and author of “A
Mother’s Dream”
● Karen Newman, knewman@foxsports.net,
Fox Sports Net, and a member of AWRT’s
Board of Directors, co-author of “Women
Making Inroads”
● Michael K. Powell, FCC chairman,
author of “The Diversity Imperative”
● Laurie Prax, owner/manager of KVAK
Radio and author of “Aspiring to Leadership”
● Donna Reed, donna@donnareedvo.com,
voiceover talent and author of “Get Yourself
Heard” and “A Higher Standard”
● Luba Timchinna, luba.timchinna@katzmedia.com,
Katz Media, author of “Take Our
Daughters and Sons to Work Day”
● Melodie Virtue, mvirtue@gsblaw.com,
Garvey Schubert Barer, AWRT president and
author of the president’s message in each issue
● Cheryl Winer, with Jim Cramer’s Real
Money and author of “Radio Programming
Uncovered”
based on the FCC’s failure to address the
effects this decision will have on minority
and woman ownership as this rule was the
only remaining FCC policy aimed at fostering
diversity of ownership. Although it remains
to be seen if the FCC will re-open the proceeding
for additional comment in this area,
the Court’s decision clearly supports FCC
action to increase and not decrease opportunities
for women to participate in broadcast
ownership.
The FCC determined that it would begin
collecting station employment data on an
annual basis. Collection of this data will
help the FCC compile industry employment
trend reports. The FCC has not yet determined
whether to make these reports available
for public review. In addition, in order to
determine whether or not and how well
licensees are complying with the EEO rules,
the FCC has begun auditing station compliance.
We remind everyone that AWRT chapters
can help their local stations and cable
system operators meet EEO obligations. (If
any chapter would like a copy of our memorandum
outlining the role local AWRT chapters
can play in assisting broadcast stations
and cable systems in their EEO compliance
needs, please do not hesitate to contact
me.)
In 2005, we will continue to monitor and
participate in these and other proceedings
that promote ownership opportunities for
women in the communications industry and
to support efforts to make equal employment
opportunity rules for women in communications
effective and efficient. A
Elizabeth Hammond is a lawyer with Drinker,
Biddle & Reath in Washington, DC, and a member
of the AWRT Board of Directors. The above
is provided for informational purposes and is not
intended to constitute legal advice and should
not be relied upon as such.
Chapters
Programs are implemented at the local
level through a network of more than
30 chapters in five regions nationwide.
By affiliating with a local chapter,
AWRT members have the opportunity
to get involved and establish a local
network of industry professionals. To
contact an AWRT chapter in your area,
visit www.awrt.org for information.
AWRT Chapters
Northeast Area
Boston/New England (MA)
Lyndon State College (VT)
New York City (NY)
New York State Capital District (NY)
Philadelphia Tri-State Area (PA)
Southeast Area
Bay Area Media Network (FL)
Central Florida Media Network
Nashville (TN)
Triangle - Radio and Television
Professionals
South Central Area
Austin (TX)
Dallas/Ft. Worth (TX)
Houston (TX)
Oklahoma Media Network
San Antonio Media Alliance (TX)
Tulsa Media Alliance (OK)
North Central Area
Bluegrass Communications
Professionals (KY)
Buckeye of Central Ohio
Chicago (IL)
Indiana
Kentucky
Twin Cities Media Network (MN)
Western Michigan
Western Area
Golden Gate (CA)
Phoenix Media Professionals
Sacramento (CA)
Southern Colorado
Southern California
Tucson (AZ)
AMERICAN WOMEN IN RADIO AND TELEVISION 35

Looking Ahead to Look Back
Charlyn Porter at Wal-Mart sets the stage for AWRT’s Empowering
America Campaign by inspiring women and minorities
T
Today will someday be in the history books.
And Charlyn Jarrells Porter, senior vice
president and chief diversity officer with
Wal-Mart, wants to ensure that the accomplishments
of women and minorities in this
decade are not only acknowledged but also
applauded. She works hard every day to
make this so.
AWRT recently asked her about why Wal-
Mart supported AWRT’s radio PSA campaign,
Empowering America, which pays
tribute to great women in American history.
This, among other things, is what she had to
say about workplace diversity, supporting
philanthropic endeavors and the pending
litigation with women vs. Wal-Mart.
As the go-to woman for diversity initiatives
and strategic planning for Wal-Mart
stores, Sam’s Club, Wal-Mart’s corporate
offices, Porter is already making her mark
as chief diversity officer by driving greater
accountability through performance measurement
and tying officer compensation to
Like the PSA campaign, Wal-Mart looks
for initiatives that mirror its own goals and
corporate vision. One of its biggest criteria
is giving back to its local communities – a
spirit evident in a number of other new
programs, including a half a million dollars
over three years for minority journalism
scholarships; donating 1,000 computers for
use through the Odyssey network, which is
focused on developing leadership skills for
women of color; and sponsoring WOW
facts, statistics about women and minorities
in business published by the Business
Women’s Network.
“We want to be a leader in diversity,”
Porter says, “and continue to develop programs
within Wal-Mart that are expansive
and let our associates know we continue to
support diversity.”
In light of the recent class action suit
against Wal-Mart claiming the company
discriminates against women by paying
them less than their male counterparts and
“What’s important – and I speak from
experience – is that Wal-Mart is a great
place to work for women and certainly the
isolated complaints in the in the class action
suit don’t change that fact,” Porter says.
Helping Others Succeed
A 12-year veteran of Wal-Mart, Porter began
her career in the legal department, where she
handled various labor and employment
cases. In 1996, she moved into the Corporate
People Division, where she was charged
with various human resource functions. She
was the architect in designing and establishing
Wal-Mart’s first labor strategies and the
first labor-relations team.
With her current focus on diversity, however,
she has moved beyond her previous
duties in the legal and human resources
departments and has a new favorite part of
her job. “Without a doubt,” she says, “my
favorite part is having the opportunity to
see people succeed. Most people think
{There are a lot of great women in our history, and
many of them were entrepreneurs. We want to support
those who have come before us.}
diversity goals. But she hasn’t forgotten
another goal – empowering and inspiring
her employees. The company has long had
diversity initiatives but established a separate
diversity office in November 2003 to
enhance Wal-Mart’s ability to establish
companywide synergy.
One way Wal-Mart promotes diversity
beyond its own walls is by supporting
Empowering America. “We certainly want to
recognize and salute great women and their
impact in history,” Porter said when asked
why Wal-Mart supports AWRT’s campaign.
“There are a lot of great women in our history,
and many of them were entrepreneurs.
We want to support those who have come
before us.”
bypassing them for key promotions, Porter
had this to say: “Wal-Mart does not tolerate
discrimination against women or anyone.
There are clearly areas in our company we
can improve, but we’re continually increasing
our representation of women in management
jobs and promoting women at an
even greater rate than they apply for management
jobs. We have a program called
Women in Leadership, which helps prepare
women associates for management positions.
Additionally, we linked officer compensation
to diversity goals – their bonuses
will be reduced up to 7.5 percent this year,
15 percent next year if they don’t meet their
diversity goals. This isn’t a small amount
that we’re talking about.
when you have a company that employs
1.2 million people across the United States
you don’t know any of these people. We
have large meetings, and it’s amazing the
number of people I do know at those meetings
and that I’ve helped. Seeing people
move up from hourly ranks and becoming
a store manager that does volume the size
of some small companies – it’s truly amazing.
It’s a great feeling to know you had an
impact in that person’s career.”
One of Wal-Mart’s biggest success stories,
she says, is the single mother who was a
part-time telephone operator at a store in
Texas. She’s currently a vice president at
headquarters. Now that’s one for the history
books. A
36 MAKING WAVES VOLUME 1, NUMBER 4

Julie, congratulations
on being named to AWRT’s list of
20 Best Sales & Marketing Women in
Radio, Television and Cable.
Julie Ballard
Senior Vice President/
Director, Sales Regional Offices
From your friends at Viacom Stations Sales