Success Comes Home

Mitchell: Success Comes Home dents individually," senior Rebecca Johnson observed. "He was very busy Success Comes Home when he came here last fall, but he gave me 20 minutes of his time and I The professions of Anthony Malara and Richard Merkin know he gave as much to other stu could scarcely be more different. But in their commitment dents as well. "What I liked most about meeting to the University and their willingness to share with current him was that he showed me that there are real people in this business-that students, these alumni are very much alike. you don't have to lose your warmth, your humanity, to succeed." It is easy to see why the words by Alix Mitchell "warmth," "honesty," and "open ness" come up when people speak of nthony C. Malara, president of color, red, and black lacquer tables, Tony Malara. During his visit this past ACBS Television Network, was Malara recently explained the relation fall, responding to questions, Malara surrounded. Eager broadcast stu ship between the network and the affil fixed individual students with his di dents pressed around him in the center iate stations. rect, open gaze as he listened to their of the Newhouse Lounge. ''CBS affiliates are under no obliga queries. In both of the classes he ad Malara had just spent the day ad tion to air even a minimum amount of dressed, Malara was asked the same dressing broadcasting classes and CBS programming," he said. "It is the question: " How do I get ajob with the talking with Newhouse students; in network'sjob to see that the affiliates national network?" It was a simple the evening he had presented the film give us maximum shelf space, so to question with an obvious answer, yet "Making Television at CBS" and speak." Malara responded patiently and fully. fielded questions from an auditorium Malara travels regularly, talking to "Learn everything you can by full of would-be Dan Rathers and Di potential advertisers and affiliate sta working at a local station," he said. ane Sawyers. Now at a reception, this tion managers. Each spring he sells " Remember, too, that timing and luck former Syracuse University student potential advertisers on the new sea also play a big part in success. The was available, once more, to talk with son's prime-time programming; year network has on file a tape of every students. round he meets with affiliate managers anchorperson in the country and one A tall boy wearing a WJPZ T-shirt to discuss everything from how CBS day you may get a lucky break." bounced nervously on his toes as he was handling Ted Turner's ill-fated No matter how often students asked waited for his chance. When it came, take-over attempt to why a manager him how to succeed in broadcasting, his voice began to shake. would preempt a CBS show in favor of Malara never tired of answering. ''I'm a student at Newhouse," he other programming. Malara's business "How am I going to run my life? That said, "and I don't know if any of the and social engagements can keep him is the most important thing a student students have thanked you for coming, busy seven days a week and take him can ask," he said. "It is as important but, well, I just want to thank you for from an affiliates meeting in Los An as a plea that says, 'Help me, I'm talking to us. It is so exciting to hear geles to a White House reception. sick."' you speak." Yet he fits in time for Syracuse Uni When he talks to students about When the boy finished his speech, versity. He often attends special func their futures, Malara can't help but re his hands began to wrap around each tions such as the opening of the Schine call his own shaky beginnings. other again and again. Malara, who Student Center or a dinner honoring Malara came to SU in 1954 only be had been listening intently, now gently former football coach Floyd ''Ben' ' cause teachers and family pushed him asked him about the WJPZ T-shirt. Schwartzwalder. In 1984 he received to do so. He would rather have been in What does he do at this student-run the Syracuse University Alumni a two-year business school with his station? The hands stopped. Relieved, Award, and he has returned twice to friends. Once on campus, he had little the student began to talk of himself. speak to broadcasting students. academic or professional drive. At a Once again, Tony Malara had dem "We think Tony Malara is one of our friend's suggestion, he began an onstrated his secret to success. Ma most outstanding alumni," Edward C. nouncing for WAER, SU 's radio sta lara runs CBS Television Network Stephens, dean of the Newhouse tion, but then, in a tense moment, he with the same sincerity with which he School, said. "By virtue of his posi let slip a four-letter word on the air and greets Newhouse students. His staff tion at CBS, he is making a major con was fired. He had just learned the im sells more than $2 billion in advertising tribution to public communications. portance of Rule Number I in broad space and sees to it that the 200 affili He is also warm and articulate and the casting: Always assume that the mi ate stations around the country air as students are very enthusiastic about crophone is on. many CBS programs as possible. him, so he is one of our favorite That spring, Malara learned another From his New York office, which speakers." classic lesson: Don't count your features plush chairs in his favorite "Mr. Malara is willing to talk to stu- chickens before they're hatched. After 22 SYRACUSE UNIVERSITY MAGAZINE Published by SURFACE, 1986 1 Syracuse University Magazine, Vol. 2, Iss. 2 [1986], Art. 6 strengthen relations with affiliate sta tions. Three promotions later, affiliate relations are stronger than ever, and Malara is now network president. But he has not forgotten his past. "I want to give back to SU ,"he said. "There was absolutely no chance that a broadcasting career was in my future until I got to Syracuse." Seeing Malara adeptly handle media interviews, chat with deans and pro fessors, and listen to students during his visit last fall, it was hard to imagine that success had ever eluded this self confident executive. But as he grasped the hand of the anxious young man from WJPZ, it seemed for a moment that Malara saw a bit of himself. In his handshake, in his steady way of listening, Malara told the student not to worry. Everything would be all right. t exactly 10:00 on the morning ARichard Merkin was due to arrive From his office in New York, CBS Presi the fall of 1956 and took a late-night job on the SU campus this past fall, dent Anthony Malara oversees advertising as the WOLF disc jockey, The Sand Patricia "Trish" Johnson, a senior sales and affiliate relations. Last fa//, he man. Feeling burdened by long hours painting student, rushed into the stu took time out from these duties to visit SU. of school and work, Malara again de dio arts office and breathlessly asked, cided to quit school when WWNY of "Is he here yet?" landing a part-time summer job as an fered him yet another job- in this The office assistant smiled. "No, announcer for WWNY in Watertown, case, full time. Then, once more, the not yet,'' she said, "but he should be Malara returned home in high spirits offer was rescinded-this time in fa on his way from the airport right now.'' at the thought of becoming a radio per vor of an older person. Johnson went back to her studio to sonality. Then he was told the position "I couldn't control my temper," wait. Merkin arrived 15 minutes later had been filled with a full-time em Malara recalled wryly. "A friend who to begin two days of intensive critiques ployee. Instead of being a radio star, happened to walk by kept me from of work by seniors and graduate stu Malara spent the summer working for killing the guy." dents enrolled in the School of Art's the state road crew. After this second disappointment at Visiting Artists class. Trish Johnson Instead of returning to school that WWNY, he worked as a theater man was first on his list. fall, Malara took a full-time job con ager and, again, emcee; Malara de Mounting the steps of Smith Hall to trolling production costs for a factory cided to try espionage. He passed se Johnson's fourth-floor studio, the six in Watertown, and a part-timejob as curity clearance and was going to learn foot-two-inch artist carried with him an emcee. Russian. an aura of Edwardian refinement. "I was making $52.50 at Airbrake "That was it," he recalls. "I was Wearing a fitted, double-breasted, Manufacturing and $125 a week at the going to be a spy!" navy blue jacket featuring a silver link nightclub, doing two shows a night. I Flat feet were his undoing that time. chain running into its pocket, an or thought, 'This is not very logical, that Despondent, Malara went home and ange and white striped shirt with an entertainer can tell jokes and sing hibernated, until WWNY called with shamrock cufflinks, a green and white songs and make three times what yet another job offer.

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