 Laurence Ross, Founder & Publisher -- $ALE$-FAX NEWS and sales-fax.com are very much the products of Ross’s educational and professional experience. Having graduated Columbia University in 1971, and attended New York’s Stern Graduate School of Business, he spent the first two decades of his career in advertising and advertising sales. High points in his agency career include Media Planner on the Kodak account at J Walter Thompson; Account Executive on Mellon bank at McCann-Erickson; as well as Account Trainee on Procter & Gamble’s Tide and Account Supervisor on Cunard Line at Saatchi& Saatchi’s predecessor, Compton Advertising. On the sales side of the desk, Ross sold advertising in New England for both Conde Nast’s Bride’s Magazine, and later, Travel & Leisure. His sales resume also includes Sales Information Manager at Time, Inc.’s People; Associate Ad Director at Public Television’s Dial Magazine; Educational Marketing Director for Scholastic, and Publisher of American Heritage. His experience on both sides of the desk gave him a well-honed respect for both seller and buyer.
To Ross, the philosophy of the company is the mission, “People who sell,” he says, “ must have access to the best intelligence they can get, starting with the advertised product or service, and those who buy, because media planners have to ‘sell’ their recommendations to any number of decision makers before approval to buy advertising is finally given.” “Our mission at $ALE$-FAX NEWS’” adds Ross, is to get them that “must have” intelligence for ad sales now. |
|
Robin Fry, Corporate Sales Manager: Robin Fry joined $ALE$-FAX NEWS in October 2003. Through 2007, the firm has experienced record sales levels each year.
Prior to joining the firm, Mr. Fry held senior management positions in several advertising/communications firms including McCann World Group, Carlson & Partners and Tarlow Advertising. As Senior Vice President, Director of Human Futures Development for McCann; Mr. Fry oversaw the development of an e-Learning initiative to embed proprietary marketing tools throughout the organization which served global and local clients in 132 countries. In this capacity, Mr. Fry also made presentations and delivered motivational messages to key talent groups around the world. Prior to that, Mr. Fry was Senior Vice President-Management Supervisor and responsible for the account management of some of the most well-know brands in the U.S. and internationally including Neutrogena, L’Oreal Prestige Fragrances (Ralph Lauren and other “designer” brands) and Revlon Color Cosmetics and Haircare. Robin’s keen understanding of what (and how long) it can take to get media decision influencers comfortable with something new on the plan, has been invaluable to our subscribers who look to our team for help in targeting advertisers, and then prospecting them at the right time. |
|
Lewis Lind, Controller: Mr. Lind joined the $ALE$-FAX NEWS team in 2000 as a representative of Peretz, Resnick & Company. Lewis joined us as Controller in 2005. He brings important experience and talents to our team. Having graduated with a BS in Accounting from Lehman College in 1973, he spent six years at Price Waterhouse before going on to the World Wide Christian Ministry, where he started as the Director of Finance, and was later named Chief Financial Officer. |
|
|
Mary Ann Cavlin, Editorial Director: Mary Ann Cavlin became Editorial Director of $ALE$-FAX NEWS in l999. Her insightfulness and ability to understand the unique needs of our readers, and the challenges they face in selling media value, comes from working closely with sales and marketing staffs during her many years in magazine publishing. Mary Ann's 9 years with $ALE$-FAX NEWS has been spent working closely with all segments of the advertising industry. This uniquely qualifies her to seek out and publish the News the industry as a whole wants to read. While executive editor of Modern Bride Magazine in the ‘90s, Mary Ann was interviewed on television and radio. Her editorial credentials also include Mademoiselle, Harper’s Bazaar and Parade Magazines. |
|
Bill Files, Corporate Sales Consultant: Prior to joining $ALE$-FAX NEWS in 2001 as Corporate Sales Consultant, Bill Files spent 20 years in Radio in Sales, Sales Management, and General Management at various properties in Michigan, New York, Massachusetts and Florida. Bill's expertise at developing sales and maximizing revenue through creative marketing and specialized sales training at the station level, led him, in 1998, to create 'Target Positioning', a Sales and Consulting firm that ultimately worked with 25 different clients in markets across the country. It was while working with these radio stations to increase Local Direct Sales through sales training and targeted marketing, that Bill met $ALE$-FAX NEWS Publisher, Larry Ross, and Mary Ann Cavlin, $ALE$-FAX NEWS Editorial Director. Bill’s experience in broadcasting, helps us empower subscriber sales staffs to shift from the “old,” transactional way of selling to today’s more competitive environment in which proactive sales is the key to success. Originally from the Boston area and Cape Cod, Bill and his wife and four children now live in the mid-west. |
|
Thomas Eley, Corporate Sales Development: Tom Eley has been with $ALE$-FAX NEWS since 4th quarter 2004 focusing on business development and specializing in Out of Home media. Thomas was an early subscriber to $ALE$-FAX. when he was VP of Business Development at Gannett Outdoor. A graduate of The Columbia Graduate School of Business, he began in the business on the account management side at Compton Advertising and LINTAS, working on Procter & Gamble, Lever Brothers, Citibank, and Paine Webber both in the US and Europe. More recently, he has worked on media planning and buying with DeWitt Media, and run Marketing, including advertising, PR, Direct Marketing, and merchandising for 1-800-flowers.com. Because Tom has been a media seller, buyer, as well as client, he understands all sides of the media selling process. Importantly, his perspective helps our subscribers use our intelligence to sell as partners versus vendors. |
|
