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Non-Tech : E4L, Inc. (NYSE: ETV) -- Ignore unavailable to you. Want to Upgrade?

To: John Arnopp who wrote (358)	4/13/1998 5:35:00 PM
From: John Arnopp	Read Replies (3) \| Respond to of 1080

An excerpt from this ResponseTV article (http://www.responsetv.com/1998-04/9804top25.html) The 25 Most Innovative People in DRTV: "Sue Schwartz, senior vice president of product development and marketing, National Media It takes a strong person to shout 'Stop the presses!' when tomorrow's edition is already on its way to the delivery bay. It then takes an innovator to step in and figure out something clever to do with all that newsprint. Sue Schwartz can be described as both: A strong leader who has helped National Media Corp. put out some of 1997's top shows and an innovator with more than 18 years of experience in sales and marketing of consumer goods. 'Every industry constantly needs to reinvent themselves. Without innovation, there is no movement,' says Schwartz. 'The challenge is to not become so process-driven that you take the creativity out of an organization, but to have enough processes in place to allow the creativity to flow within positive boundaries for success.' National Media had posted quarterly losses in both 1996 and 1997 when Schwartz was named to her current position in March of lastyear. 'We looked at the organization and recognized there were some weaknesses,' she says. 'We got together with all the people working on the recent shows and did post-mortems on all the shows that had and hadn't worked. We tried to determine why they had or hadn't worked. Was the market wrong? The offer? What had been the motivation for doing the shows? What did we want to be doing?' The result was a number of successful product launches in 1997, including the PVA 10X Mop, The Cyclone Crosstrainer and T-Fal Ingenio Fat Free Cookware. Upcoming are three shows that will star fitness dynamo Susan Powter, who agreed to a deal with National Media after meeting with Schwartz in early 1997. 'The real challenge in bringing a talent like Susan back is creating a structure in which she feels she can be creative and where she feels a lot of trust,' says Schwartz. Luckily for both women, letting creative juices flow in a structured environment appears to be Schwartz's specialty."