Amanda Grasela, Local Broadcast Director, recently celebrated 15 years at Harmelin Media. To mark the occasion, we caught up with her to hear her thoughts on the ever-evolving media industry and to get to know her a little better.
What are some of the notable changes you have seen in the industry since you started at Harmelin?
When I started at Harmelin on the Broadcast Team, my focus was primarily on traditional TV and radio buying. At that time, campaigns were heavily centered around linear television schedules and terrestrial radio placements, with success measured largely by ratings. Since then, the media landscape has evolved dramatically. The rise of video and audio streaming platforms completely changed how audiences consume content, shifting attention away from traditional appointment-based viewing toward on-demand, personalized experiences. This led to the rapid growth of CTV and OTT advertising, giving buyers access to more targeted, data-driven television opportunities beyond standard broadcast and cable. The shift in measurement from GRPs to Impressions was a helpful way to create stronger alignment across channels.
Radio has also transformed with the growth of streaming audio platforms. Over the past couple of years, I’ve broadened my skillset by spending time supporting the Direct Display Team alongside my broadcast responsibilities, which gave me a more well-rounded understanding of both traditional and digital media buying. When I first started, we didn’t have a dedicated digital team because the digital landscape was still in its early stages and was far less defined than it is today. Media plans were often separated into traditional versus digital. As consumer behavior shifted and audiences became more fragmented across platforms, that mindset changed significantly. Today, our teams are working across all channels to build fully integrated strategies rather than siloed buys. Instead of thinking in terms of traditional versus digital, we focus on reaching the right audience wherever they are. This shift has made media buying much more strategic, collaborative, and performance-driven than it was when I first entered the industry.
How have emerging technologies and AI influenced the industry and your daily work?
AI is starting to play a much larger role in helping us streamline and expedite our daily processes, making our teams more efficient and allowing us to focus more on strategy and buying rather than manual tasks. We have seen improvement in areas like reporting, data analysis, insights, campaign optimization, and proposal development by reducing the time spent gathering information. Rather than spending hours manually pulling reports, analyzing trends, or searching for optimization opportunities, AI can identify those insights with much greater speed and efficiency. While AI can’t replace the need for strategic thinking and human expertise, it has become an important tool that supports smarter planning, faster execution, and stronger overall campaign performance.
Where do you see the industry in the next 1 year / 5 years / 10 years?
In the next year, I see an even stronger push toward using technology and AI to help streamline our daily processes, improve efficiencies, and allow teams to spend less time on manual tasks and more time focused on strategy, execution, and client success.
In the next five years, I expect the lines between all media channels to blur even more, creating a more seamless and integrated approach to planning and buying. As clients continue to expect greater transparency, stronger insights, and faster reporting, I see measurement continuing to become more unified across channels, allowing for clearer cross-channel reporting and a better understanding of overall campaign performance.
If you had sent me back 10 years ago, I never could have predicted how dramatically the media world would evolve into what it is today. Where the industry will be in 10 years is hard to predict, especially given how quickly the media landscape continues to evolve. The pace of change has been incredible over the years, and staying at the forefront of new technology, media trends, and evolving consumer behavior is going to be essential to delivering the best outcomes for our clients. The more proactive we are in understanding and using new platforms and tools, the better we can build smarter strategies, make stronger recommendations, and ensure our clients stay competitive in an increasingly fast-moving media landscape.
Now that we’ve heard your thoughts on the industry, we’d love to learn a bit about you. Where is your favorite place to be?
Spending time outdoors has always been one of my favorite ways to recharge and reset. Whether I’m walking or running, camping, hiking new trails, biking, spending time on the water boating and fishing, skiing in the winter, or simply relaxing on the beach, being outside in the fresh air instantly lifts my mood. I love the sense of freedom and peace that comes with nature, and outdoor activities help me clear my mind, reduce stress, and feel more energized. No matter the season, I always find that being outside improves both my mindset and overall well-being.
How do you usually like to start your day before work?
I usually start my day with a cup of tea, which helps me ease into the morning and set the tone for the day ahead. It gives me a few quiet moments to get organized, review priorities, and prepare for whatever the day may bring as I start jumping into emails, meetings, and the fast pace of work.
What is your philosophy towards your work?
My philosophy toward my work is centered around being dependable, detail-oriented, and always willing to adapt. In media buying, there are constant moving pieces, shifting priorities, and tight deadlines, so I believe success comes from staying organized, communicating clearly, and being proactive rather than reactive. I value building strong relationships, especially with vendor partners, because trust and collaboration are just as important as execution. I also believe in continuously learning, especially in an industry that changes as quickly as media does. Staying open to new platforms, technologies, and ways of thinking helps me not only improve my own work but also deliver stronger results for our clients. Ultimately, I approach my work with the mindset that consistency, accountability, and a willingness to evolve are what drive long-term success.
Reflections from the Harmelin Community
Chris Bruno, Local Broadcast Director, shares: “I’ve had the pleasure of working with Amanda for almost 15 years. We started at Harmelin close to the same time. Amanda is a person who never seeks attention for her work. It doesn’t matter how unique the parameters of a buy are or how tight a deadline is; she just does her work. She’s also always available to help others. She’s quick to point out a shortcut for internal tools, or to show you how she is approaching a difficult task. Amanda is not only a great co-worker but has become a good friend over the past decade and a half as well. Her knowledge isn’t only helpful at Harmelin, but having kids close in age to my daughter, she’s also quick to give a different point of view on what is working for her and her family, trying to keep their toddlers from burning down the house. Congrats on 15 years, Amanda! Here’s to 15 more!”
Cheryl Klear, Local Broadcast Senior VP, adds: “I am so grateful to have had Amanda on my team for the 15 years that she has worked at Harmelin Media. She has grown her skills and is a wonderful buyer. She is a great negotiator, organized, efficient, and flexible in any task she is given. She has also expanded her knowledge to the direct display group, which has only added to her abilities and resourcefulness at multitasking. I am grateful to have Amanda on my team and as a valued member of Harmelin. Amanda – I wish you continued success!”
Congratulations, Amanda! Thank you for your 15 years of commitment to Harmelin and our clients.
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