This month, Senior Media Director of Network Radio & Podcast Buying / Sports Marketing Manager Steve Knebels celebrates 25 years at Harmelin Media. We followed up on his anniversary interview from five years ago to get his updated thoughts on the ever-changing media landscape and to get to know him better.
What emerging trends or technologies have significantly impacted our industry since your last interview?
Podcasting has certainly been thrust to the forefront of the landscape and has been one of, if not the top, upward trending mediums out there. While it’s existed for much longer, the relevance of podcasts in our daily lives and the monetization from brands have become commonplace – podcasts are mainstream media. I’m not complaining about it, as I’ve led Harmelin’s podcast efforts ever since! It’s a niche medium that I’ve been happy to carve out and help educate my peers and our clients about. Additionally, while I’m not the most tech-savvy guy, the advancement of AI has been impressive in our industry. While I’m still trying to get a grasp on how and when to use it, the pros seem to outweigh the cons.
How have consumer preferences or behaviors shifted in our industry since your last interview?
My last interview was in the Summer of 2019. Society hit a small roadblock 9 months after in the form of the COVID pandemic, which certainly forced consumers to pivot in their preferences and behaviors. We had to get more creative in the ways we consumed media – digital channels grew faster than they already had been, and usage of smart TVs and speakers became preferred options to check out a favorite show or station. Curbside dining and deliveries were born and are now here to stay.
Where do you see the industry in the next 1 year, 5 years, 10 years?
I can’t imagine more options to consume than we already have, but I trust that there will be, with more fragmentation and more clutter. New mediums might just be the next big thing, or they might flop hard. Hopefully, automation helps refine measurement. Man, I have no idea. These last 5 years have been wild, so I’ll expect the unexpected. As an old school cat, linear TV and radio will still dominate because people will always love free stuff. With vinyl collecting resurging, we may not want to throw away our CDs and Blu-Rays just yet….
Outside of work, what activities or hobbies do you enjoy?
You would think I cut and pasted this from my 2004 Myspace profile. It still applies, in no particular order: pro wrestling, bowling, golf, metal & hardcore shows, live sports, stand-up comedy, poker, craft beer – just to name a few.
What is your favorite song, movie, or TV show and why?
“Stairway to Heaven” by Led Zeppelin is my favorite song. If it’s not yours, I dare to ask – why not?
What is a personal or professional dream that you’re working to achieve?
I’m working on putting together a 5-minute stand-up comedy set. It’s a dream gig of mine and a bucket list thing to do, but I don’t think I’m damaged enough to make it happen or be good at it.
How do you maintain a healthy work-life balance?
Despite our business being 24/7, there is always a strong, unified, team effort going that allows us that breathing room when we need it. Being lucky enough to maintain a hybrid work situation has benefitted all around – Harmelin gets more hours and productivity out of us at home, while we are able to effectively collaborate with peers in person. PTO time is more than generous and there are ample steps in place for coverage – so while it is tough to do sometimes, utilizing it and checking out from the madness goes a long way.
Cheryl Klear, Senior Vice President shared, “I have known Steve for the 25 years he has been at Harmelin. Steve has grown tremendously – from that recent Temple graduate to an accomplished media professional! Steve’s passion for sports has fueled his knowledge and involvement in the Sports Marketing department. His love of music and talk radio has guided him to lead our Network Radio and Podcast division. Steve is always up for a challenge and he consistently wants to expand his horizons. Congratulations to Steve on his 25th Anniversary!”
David Moore, Senior Director had this to say: “During the 22 years I have worked with Steve, I have watched him begin as a Spot Market buyer and grow into many different roles here at Harmelin. He was one of the inaugural members of the Sports Marketing Department, he is an integral member of the Network Audio and Podcast activation team, he was the original chair of the late “SHADE” Committee which has led to the wonderful works of HYPE [editor’s note: HYPE is our committee dedicated to improving employee morale through social events], and he led the Harmelin Softball team to two championships as both a player and a manager. Steve is kind, smart, fun, and a pleasure to work with.”
Jared Orth, Media Director / Sports Marketing Director, who has worked with Steve for years and known him even longer remarked, “A well-deserved congratulations to Knebs on 25 years at Harmelin Media. Steve’s passion and enthusiasm for sports marketing has made him an invaluable asset to the Sports Team through his expertise, relationship building, historical knowledge, and mentorship of younger team members. Steve will always take the opportunity to lend a hand and contribute for the good of the overall team, without hesitation. The only hesitation one should have with Steve is if you dare ask him what music he’s currently listening to…”
Congratulations, Steve! Thank you for your 25 years of commitment to Harmelin and our clients.
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