After earning a journalism degree from Ohio University, Susan Severance started in media at Saatchi Saatchi Compton, where she was required to take a math test to be interviewed by the media department. After believing she answered all the questions wrong and leaving the testing room, an HR representative chased her down to tell her she answered each one correctly. This test launched her career in sales, which eventually led to her current position as senior director of advertising sales at the AARP Media Advertising Network (AMAN). Today she works with sales representatives across all AARP properties to develop advertising programs for the network’s print and digital channels.
Susan shares what has surprised her most in her career, advice for those starting in the industry and how data helped measure one program’s success.
How did you choose your career?
I wanted to work as a writer and editor, but the salaries were so low that I could not afford to live in New York City. Advertising paid enough to cover my rent.
What surprises you about the industry?
Advertising is an excellent place for energetic, hard-working people to make a difference. It always has been and always will be. The industry attracts many smart, industrious, fun people who haven't figured out what they want to be when they grow up.
Share an initiative that helped your company innovate.
In my current role, I worked with a large consumer package company with several brands to measure the impact of AARP The Magazine on their sales. The data confirmed the program was a huge success, driving visibility and engagement that increased sales.
How has AAM supported your company?
AARP's print publications have long been outliers in print readership, with a reach that rivals television in their ability to inform, educate and drive sales among millions of potential customers. AAM's data has been vital in communicating our story and the value of our publications to current and prospective advertisers.
What are you most proud of in your career?
I'm proud of my longevity, maintaining my integrity and having the good fortune of working with great colleagues.
What advice would you give someone starting out in media?
Change or be left behind.
What word describes your company?
Results.
Where do you see the industry in 10 years?
No one knows where AI will take this business, but I think the real question is when Google will stop using cookies.
What do you like to do in your free time?
Birding, watching hockey, cooking, gardening, reading history and serving as a support group leader.
What goal would you like to achieve?
I want to read all the books on my nightstand!