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Karen Gordon was born in Burbank, Calif.,
not far from the bright lights of Hollywood. And though she left California,
Gordon still ended up in the television business.
TWENTY YEARS AGO
Gordon got her feet wet in the industry through a friend
whose family's business introduced her to a world of video. Although
learning the trade gave Gordon the means to strike out on her own, it didn't
mean that assignments were dropping in her lap. "An advertising agency
yakked off terms I wasn't familiar with," says Gordon. "I committed myself
to learning the terms."
THE SIMPLE APPROACH
Some time after the ad agency encounter, she landed a
deal with an agency representing Ford Motor Co. Ford needed a crew for an
auto race in Florida. The company eventually hired Gordon for NASCAR and
other racing events. The events generated an interest for Gordon's work in
road racing and big prototype cars. From racing, Gordon eventually hooked up
with the series corporate title sponsor. For IMSA (the sanctioning body), Gordon came up with some ideas for the
company. She designed a template that the company still uses today. One of
the assignments included a video news release in 1986. Not used much at the
time, video news releases are currently a common medium. Today, and terms
aside, Gordon knows the business inside and out. Clients call for repeat
business. And prospects find that they can get professional, high-quality
work and save some bucks as well.
Gordon's approach to working with clients, whether Fortune 500 or
small, involves a personal touch that involves working her wares as writer,
producer and editor. She subcontracts various other elements of the video
production process such as lighting, make-up, voice-over and music as well
as camera operators. "Part of my job is to produce broadcast-quality
materials that are captivating and that people remember," says Gordon. "The
other part is to keep the job on time and on budget." Clients phone in an
assignment, then meet with Gordon who the creates a first draft script. Once
the script is approved, production begins, which includes the shoot,
voice-over recording, graphics and editing. The client sees the final video
for approval. Gordon believes that the client has a better sense of the
project by not supervising the edit.
TECHNOLOGICAL TASK
Gordon handles a variety of assignments including sales
and marketing, video news releases, animation, satellite feeds, multi-camera
shoots, television commercials, corporate comedy and other kinds of
productions. Her work has been seen on NBC Sports, CNN, ESPN, ESPN2, TNN,
Discovery Channel, PBS and others. And her drive has also netted several
awards including Addys, Tellys, a Houston International Film Festival award
and a Florida Emmy.
Technology's warp-speed evolution from Gordon's beginning in the
industry until today keeps her on her toes. "You have to stay on top of it,"
says Gordon. "Years ago when everything was going computer, I knew I was
going to have to learn the non-linear world, which was alien to all of us.
When a new thing comes in, I just start pushing buttons."
Technology for Gordon's business is software oriented and leans toward
editing, post-production and graphics. A big false start in equipment could
signify the financial end," says Gordon. "You have to read a lot, talk to
people in the business and use very good vendors." On the hardware end of
it, Gordon says that equipment that can be upgraded makes managing the
technology more palatable from an economic standpoint.
While Gordon continues to land prime time assignments that prove to be
good deals for her business, quality takes priority over sales. She has a
sales level that provides Gordon with a comfort zone to work in. "I want to
take in as much business as I can and keep the quality intact, and balancing
that with a non-ridiculous price," she says.
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