Deborah Parenti, EVP/Radio at Streamline Publications and the top exec at RBR-TVBR, had a business relationship with the man who was perhaps the most fabulous exec in the history of radio. Parenti’s history with Burton goes back more than four decades.
Parenti said, “Not everyone can sell like Bill Burton – the tiger jacket, the marching bands, the magic tricks. Bill used to tell me, the basics don’t change, it’s how you use them. You have to stamp them with your own style. It’s enthusiasm, however displayed, that makes the difference. Or as Bill was fond of saying, ‘Enthusiasm is the highest paid quality of earth. To be enthusiastic, you have to act enthusiastic.’ And no one was more enthusiastic about radio, radio sales people and the future of the industry than Bill Burton. He was a wonderful leader, mentor and friend.”
For more on Bill Burton, please visit the website of the Detroit Radio Advertising Group at http://radiodetroit.com/