Our History

Media Alternatives, Inc. was started in 1995 by Ken Dorfman and Glen Soss, who both brought with them years of experience in the industry. Through long standing relationships with the different media outlets, we are able to secure low rates which we can then pass along to our clients. We pride ourselves on getting our clients the best results possible.

Ken Dorfman, Owner

Ken has worked in the advertising industry for over 35 years. Previously, he worked as the Vice President of Film Corp, a $50,000,000 company specializing in direct response mail order products. In this position, he facilitated all advertising and fulfillment services. Ken then joined Target Mailing Lists, a $75,000,000 direct response mail order advertising ad agency. At Target, he was the National Sales Manager and was responsible for securing and overseeing accounts such as Current Checks and Labels, Artistic Greetings Labels and Checks, Jim Walter Homes, Grolier, Doubleday, Franklin Mint, Newfield Publication, Hearst Corporation, Time Life, Balfour Jewelry, Lane Bryant, Roaman’s, Hamilton Collectibles, etc.

Glen Soss, Owner

Glen began his career in 1979 working in Public Accounting for David Berdon and Company, a large CPA firm in New York City. During his 6 years with the company, he received his CPA and worked with several advertising agencies (such as Doyle Dane Bernbach, which was the largest advertising agency in the world at that time). Working with these clients helped spawn his interest in the advertising world. After leaving David Berdon and Company, Glen worked for Times Mirror for 2 years and then joined Target Mailing Lists, a $75,000,000 direct response advertising agency, where he was the Chief Financial Officer for 7 years. There, he gained great experience with SmartSource, Redplum, Meredith Magazines, Hearst Magazines, AARP, as well as the vast majority of magazines, newspapers, and other advertising programs.

Jeff Dorfman, Managing Partner

Having worked in the Direct Marketing industry for over 20 years, Jeff is a seasoned Direct Marketing professional. He began his career in 1989 as a Direct Marketing Analyst for Target Mailing Lists, a direct response agency in NYC. There, he worked with a wide variety of direct response advertisers including Time Life, Franklin Mint, Doubleday Book Club, Artistic Greetings, etc. Jeff's strong analytical skills and keen sense for noticing the intangibles that impact campaign performance has helped forge the way for client success. Jeff is committed to always doing more for his client’s and exceeding their expectations. Energized and focused, he is always on a mission to achieve the best possible return on every clients’ media budget. Drawing on a wealth of experience, he knows how to accomplish this goal.

Shannon Primavera, Senior Account Director

Shannon started her career with Media Alternatives fresh out of college and never looked back. Born and raised just outside of Philadelphia, she received a Bachelor's Degree in Marketing from the University of Scranton. With a European backpacking trip on the horizon, Shannon took a temporary position with Media Alternatives, hoping to find a "real job" after she returned to the states. Thirteen years and several promotions later, she is currently a Senior Account Director specializing in strategic media planning and buying. Shannon has played an integral role in helping Media Alternatives become what it is today. She's a problem-solver and forward thinker - a leader who is always seeking new ways to grow our business as well as our clients'.

With experience in both retail and direct response marketing, Shannon relishes the challenge of expanding a nominal media test into a successful multi-million dollar campaign. "The key to making clients happy is managing expectations and striving to exceed them," she says. When Shannon isn't negotiating media buys or overseeing day-to-day account management, she enjoys traveling, cooking, running, and spending time with her husband and two dogs, Zeus and Roxy.

Heather Gabriel, Senior Account Director

Heather Gabriel, currently a Senior Account Director with Media Alternatives, brings more than 10 years of advertising experience to the team. Before joining the MA team, she spent 2 years at a local advertising newspaper, supporting a 10 person sales team with their administrative and creative needs. Since joining Media Alternatives, Heather has quickly moved up the ranks from Account Coordinator to Senior Account Director. She works on a variety of clients including home improvement products, general consumer products, senior/mobility products, charitable organizations and publishers. She prides herself on possessing strong analytical, organizational and effective communication skills. Heather grew up in Northeast Philadelphia and currently resides in Bucks County, PA. She has a Bachelor’s Degree in Business with a focus on Marketing/Management from Pennsylvania State University.