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Scott Paternoster – CEO Chief Media

Chief Media buys direct response media in print, TV, radio and online, then builds out technology that lets their customers track the impact of their advertising. Scott Paternoster is Chief Media’s CEO, and his company has been around for eleven years. With their headquarters in NYC, Paternoster’s experience comes from the world of selling TV advertising for a TV rep firm. In the late 80s, he sold to direct response agencies, and once he moved through management he began getting into the online direct response game.

“The people we have at our company are what make it successful.”

24/7 Media was his next venture, and he quotes its multiple international offices (over 25!). Chief Media was borne from this union of technology and traditional advertising.

“We get very involved in a client’s campaign,” Paternoster says, talking about running PNLs, financials, projections and cash flows, coming up with ways for their clients to increase their profits on a single campaign. With hundreds of millions of dollars spent in media over the years, Chief Media first works to maximize the client’s ROI through their campaign – then they layer in their proprietary technology in order to quantify the success of each element of that campaign.

Acknowledging the increased difficulty in bringing profit from direct response marketing, he points to tracking programs, which allows Chief Media to project a prospective customer’s lifetime value to a client.

As an unsecured creditor during the bankruptcy of a client, Chief Media has also become involved in marketing products directly. This successful experience allowed Chief Media to not only recoup their money, but become a full-service marketer, as well. Although Paternoster acknowledges that this was a difficult time for the company, he says the experience was invaluable in positioning him to give his clients advice formed from personal experience.

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