This video features Melanie Borden interviewing Mitch Amster, an experienced media sales professional with nearly 20 years of experience at WFAN (now part of Entercom). They discuss Mitch’s career trajectory, his philosophy on relationship-based sales, and the evolving landscape of radio and digital media.
Key Highlights of the Discussion:
- Career & Philosophy:
Mitch reflects on his transition from the agency side to media sales, emphasizing that long-term success comes from building authentic relationships, maintaining honesty with clients, and delivering measurable results rather than simply focusing on sales numbers. - The Evolution of WFAN:
Mitch discusses the history of WFAN as the first 24/7 sports radio station and explains its progression through ownership changes from Infinity Broadcasting to CBS Radio, and eventually to Entercom. - Adapting to New Media:
The conversation explores how the media industry has evolved to include digital assets, podcasts, and streaming platforms. Mitch highlights modern analytics tools that help advertisers track consumer web activity after radio campaigns, demonstrating the continued effectiveness of radio advertising. - Advice for Advertisers:
For businesses working with smaller budgets, Mitch recommends focusing on targeted 15-second advertisements and sponsoring recurring segments such as traffic or weather reports to build frequency and long-term brand recognition. - Work Culture:
Mitch shares his appreciation for the flexibility of remote work while also expressing enthusiasm for returning to the office environment to collaborate more closely with colleagues, programming teams, and on-air talent.