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Barbara Hellman Goldstein Becomes President of Media Power Advertising

On April 11, 2014, Media Power Inc (d/b/a Media Power Advertising) board of directors named Barbara Hellman Goldstein as President.
Barbara succeeds Judith Kaufman who has been President since May, 1985. Barbara and Judy co-founded the company, and soon after were joined in partnership by Ronald Kaufman. Media Power started as a media buying service and soon expanded to a full service agency when clients requested more services.

Media Power's clients range from local retailers to regional accounts to Fortune 500 companies. The common thread between all clients is their desire for strategic thought-leadership, results and accountability.

"One of our first clients was Holland's, a local hair loss studio who was a member of a national franchise, HRS- Hair Replacement Systems." Barbara reflects "One day we received a call from the HRS owner stating that the technicians took all his clients to another location and he was left with a shell of a company. Rather than close his doors, we implemented a direct response television campaign. Within 3 months HRS had new clients and was in the black. This got the attention of the franchise president, and before we knew it, MPA was working with over 50 hair loss studios across the US. Media Power now works with the largest hair distributor in the world and provides marketing, creative and media services to their retail clients. It's been an incredible relationship. Not only are hair people fun to work with, their hair loss clients are so appreciative to learn about services and new technology. It can be emotional and extremely rewarding."

Technological inventions and generational shifts have created The Perfect Storm in the world of advertising. Baby Boomers, still a major demographic group, no longer control and dictate purchasing habits and media dollars are rapidly shifting from mass media to digital. Long ago broadcast buys on 4 local television stations could reach 99% of the market; now there are thousands of video options beyond the local stations to cable, satellite and digital. Recognizing these shifts over the past two decades, MPA has learned to incorporate the benefits of mass media with the new technology of digital. Through Barbara's leadership, MPA expanded services to include website development, search engine marketing and optimization, and social media.

"Programmatic marketing and algorithms are as important today as Nielsen ratings have been" Barbara states "Buying media goes beyond the ratings and cost negotiations. It requires laser focus targeting the right person with the right message, engaging them and tracking results. Anyone can place a media buy. It's the strategic planning and though-leadership that makes Media Power different."

More in this category: « Media Power Advertising Launches Community Awareness Campaign To Support Kohl's Game Plan For Kids At Levine Children's Hospital LOOKING FORWARD TO THE NEW YEAR! »
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  • Have you ever wondered if you are really getting all the media exposure you pay for? Do you know where the hidden costs are if your staff or your ad agency is not skilled at forecasting rating points? Do you know how often the stations on your buy run the wrong traffic or fail to deliver the planned GRPs?

    Do your customers allow YOU to charge for products and services that weren't delivered as ordered? Do you know many ad agencies and advertisers do exactly that? You shouldn't pay for media that doesn't run as projected, negotiated and ordered; but you probably do if you aren't conducting media performance audits.

    One client hired MPA to conduct a sample audit of their in-house media department. They selected three markets- Dallas, Charlotte and Pittsburgh. We audited their entire process – from plans to buys, from invoices to payment vouchers.They advertised weekly entertainment events so it was important that spots run as ordered. Most radio stations demanded payment in advance because entertainment clients are considered "transient" advertisers.To our client's surprise (but not ours) the media performance audit revealed that not one single radio station ran their schedules as ordered. Traffic was wrong, critical days were missed, the number of spots varied, but the client was paying 100% for the advertising as ordered.

    I thought we were running a pretty tight operation until MPA conducted a performance audit. The annual impact of this slippage easily cost our company over $250,000 per year. We believe in the MPA way of guarding our money.

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