I started media buying in the early 80’s at Vitt Media, a large buying service, buying New York radio for Macy's Department Stores for 4 years. This is where negotiating remnant media at the lowest cost per thousand began for me.
After leaving Vitt Media, I worked for 1010 WINS Radio in New York calling on large buying services and direct response clients for 8 years. Selling remnant inventory quickly became my expertise.
I left 1010 WINS to open my own direct response ad agency in the mid 90’s, William Sullivan Advertising, concentrating on creating, buying and tracking direct response campaigns for 15 years. My success in categories from anti-aging products to nutritional supplements to hair restoration companies and much more has led to my present successful business model of Direct Response Multi Media Advertising.
I helped build JL Media Direct Response for over 5 years. I am now Director of Business Development at Lockard & Wechsler Direct working with our executive committee to identify and develop new growth opportunities.
I have served twice as the Chairman of the Radio Council for The Electronic Retailing Association and have published many articles in popular Direct Response magazines. Read Articles