Tara C. Addeo

Associate Publisher, The Record Courier/nevada News Group

How long have you been in media advertising sales, and how did you get your start?

I have 11 Years (in media) but over 25 years in advertising sales. Early on, I worked for a large international electronics company. We imported all types of stereos, walkmans, TVS and Nokia phones from Japan into the U.S. A Japanese company owned the company, and I was the only female American they hired. I started as a sales assistant and within three years was vice president of sales.

They worked very hard as a team to penetrate the U.S. market at a highly competitive time, but their ethics taught me a lot over the years. Don’t give up. Have perseverance and integrity. Above all else, form a relationship with your clients. They shouldn’t be just a dollar sign but more of a long-term relationship. That holds true to this day. I owe a lot to the company president, who encouraged me to strive for bigger things in a male-dominated business despite my being a woman.

Who had the most influence in helping you become successful in sales?

Besides the Japanese company mentioned above — definitely my parents. They were a huge tool for my success. My dad traveled 90 minutes to and from work every day just to keep food on the table. My mother worked in the entertainment industry and had a different weekly schedule, as well. Each showed by example that hard work and integrity could get you far in life if you don’t give up. Make your “no” a “no” and your “yes” a “yes.” Don’t flip-flop.

What advice would you give to those struggling with media sales and/or who have become frustrated with the new digital solutions they must master to represent their company to advertisers?

Although the digital world is here and rapidly dominating larger markets, rural areas need options for advertising, whether digital, print or magazines. Be their solution, and be knowledgeable when it comes to advertising. You can no longer just be print or just be digital; give options. Be the authority for them, and if you don’t know which choices suit your client best, research it and learn it. Don’t give up after the first no. Continue the dialogue.