Lorie McCarthySenior VP, General Sales Manager, Turner Sports Ad Sales 7/11/2011 12:01:00 AM Eastern
When Lorie McCarthy joined Turner
Sports as part of the sales team 10
years ago, Turner was televising Atlanta Braves
baseball games, the Goodwill Games and
some professional golf.
Today, as senior VP and general sales manager
for Turner Sports Ad Sales, McCarthy
heads a team of more than 35 in offices in five
cities across the country and oversees sales
efforts across Turner sports properties that include
the NBA, Major League Baseball, NASCAR,
the PGA Tour and the recently added
NCAA men’s basketball tournament.
McCarthy, the highest ranking female executive
in Turner Sports Ad Sales, now reports to
longtime Turner exec Jon Diament, executive
VP Sports Ad Sales, who three years ago succeeded
Trish Froman, who hired McCarthy.
“Women thrive at Turner,” McCarthy says,
adding that there are female execs selling
sports advertising for Turner across the country.
“I’ve been here for 10 years, and most of
the women who come here wind up staying.”
After first working at Lifetime television and
then as VP/media director at BBDO, McCarthy
joined Fox ad sales in 1994, shortly after
the network had won its first NFL TV rights
deal. In her eight years at Fox, she sold various
types of advertising, including primetime
entertainment, kids and sports.
“I love sports and I wanted to specialize, so
when the job opened up at Turner, I jumped
at the chance,” she says.
McCarthy adds that her goal when she
joined Turner was to help elevate cable sports
sales to where it was on par with broadcast—
a goal that was clearly helped by Turner acquiring
all the additional TV sports rights
along the way.
Today McCarthy serves as the main bridge
between the professional sports leagues and
Turner, and also as sales liaison with CBS, Turner’s
partner in televising the NCAA tournament.
She says there are many more women on the
media agency side who are involved now in
buying sports advertising for their clients. “Today,
the women I negotiate with from the agencies
all understand the value of sports advertising
for their clients and are open to and embrace
innovative ideas we offer,” McCarthy says.
While McCarthy sees a good mix of male
and female sports sales people at Turner, she
admits that growing up with four brothers
taught her how to work in a male environment.
And she credits her male sales colleagues
for helping contribute to her success.
“I’ve been surrounded by great men here
who have offered me great support, shown
patience and helped me sharpen my sports
skills,” McCarthy says.