Originally published on February 16, 2007

Mary M. Collins

Broadcast Cable Financial Management Assn.
President/CEO

From agriculture to marketing the Playboy channel to broadcast finance—in one still unfolding career

The Broadcast Cable Financial Management Assn. is a not-for-profit organization focused on supporting, educating and providing a resource for the financial management of broadcast or cable-related companies. Chicago-area native Mary Collins joined BCFM as president/CEO in 2003, with sales, marketing and business development experience—primarily in the cable business.

Beginning your career: "I began working in the agricultural industry at an entry-level job where I learned marketing. I started their in-house advertising agency. They figured out I could write better than their ad agency and I was much cheaper. It was much better than calling farmers and saying, 'Your truck full of corn is coming March 25.'
"After the company was sold, I wanted to get into something more interesting. I talked to this guy from ATC, now Time Warner, and he said, 'You sound perfect for this job,' and they offered it to me. It was a great way to get into the cable business. A year later I interviewed for and took a job marketing the Playboy and Bravo channels."

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Joining BCFM: "I had been doing some consulting and was approached by their recruiter, who was looking for someone to run the association. They flew me to [Washington] D.C. for the interview with a room full of men in suits I had never met before. I said, 'I'm here to tell you that I've done some research but until I know what your members want, I can't tell you how to turn it around. I would spend time and money asking people what they wanted, build on the programs that work, change the programs that don't work and start adding new programs.' Apparently they liked what they heard."

Mission of the organization: "To be the premier source of education, networking, information and signature products to meet the diverse needs of financial and business professionals in the broadcast, cable and electronic media industries. We are not a lobbying group. We share best practices and help our members get resources when they have questions about financial issues."

Describe the membership: "Corporate members pay a flat fee based on their revenues. Individual members pay a flat fee and get member benefits. Sometimes it is good to get another perspective. It is certainly a benefit for employees, who feel more valued when they have their company investing in them with a membership that gives them resources."

Long-range issues: "We are rewriting the 'Understanding Broadcast Cable Finance Handbook,' a primer for nonfinancial people and newcomers to the business that we published years ago. We initiated a CFO summit and are looking to redo that later this year while continuing to grow the association to provide member resources."

Biggest challenge: "Not having enough time in the day. I delegate a lot but we have a really small staff so I am always trying to find ways to do more with less."

Something about the organization that would surprise our leaders to learn: "Our Broadcast Cable Credit Assn. subsidiary is the only industry-specific source of credit reports on advertisers in the industry."

State of radio: "It is in an interesting place. One of the things I really like about radio is localism but I know there is competition coming from all different fronts. But I am really encouraged."

Career highlight: "I hope that the best, the more exciting stuff is about to come. I've done so many great things but to think that all of the best stuff is behind me would really frighten me. I've been part of the group that launched the Food Network. I helped launch American Movie Classics. And I was at the bleeding edge of high-speed Internet access in the cable industry and of video-on-demand. I am hoping there is more exciting stuff like that ahead."

Career disappointment: "There are certainly things I'm not happy happened the way they did, but I learned from everything. I've had so many different experiences and have so many tools and so much information to rely on that I'm not sorry I did any of the things I did."

Most influential individual: "I've had a lot of good bosses and they each have given me a little kernel of knowledge. One encouraged me to take on new responsibilities and try things I was afraid to do. One said, 'I think you are ready to run a small business, not a large business, but you need to learn a second language.' "

Advice for the nonfinancial manager: "Hire a good financial person, particularly in this era of heightened scrutiny, whether you are a public company or a private company. With public funds, you have to have good books. I thought it was important to get a financial education so I went and got my MBA. Take continuing education courses. Don't be afraid, go ahead and do it, because in this business environment, you need to have a financial background. And become a member of BCFM because there are other people who can help you figure this stuff out."

Liner Notes
Profile: Mary M. Collins
Title: Broadcast Cable Financial Management Assn. president/CEO
Favorite radio format: News
Favorite TV show: "My husband and daughter control the remote most of the time so it is only in the morning when I can turn on the news that I'm in control."
Favorite song: "Born to Run" by Bruce Springsteen
Favorite movie: "I love movies but I don't have one I have to see over and over again."
Favorite book: "The Complete Annotated Anthology of Shakespeare"
Favorite restaurant: "It depends on what mood I am in."
Beverage of choice: "Morning: a cup of coffee. Evening: a glass of red wine."
Hobbies: "Learning French, reading and a little bit of sewing."
E-mail address: mcollins@bcfm.com

'We are not a lobbying group. We share best ractices and help our members get resources when they have questions about financial issues.' —Mary M. Collins