Our History

Media Alternatives was started in 1995 by Ken Dorfman and Glen Soss, who brought with them years of experience in the industry. Since then we have grown and evolved, constantly working to keep up with industry changes and maintain an environment that enables success. We continue to remain a boutique agency which allows us to be highly attentive and build personal relationships with our clients. 


Ken Dorfman

Since starting Media Alternatives, Ken’s dedication to his company has been evident to all who know him. He now splits his time between Florida and Philadelphia, remaining passionate about communicating with clients, staying involved with day-to-day business and treating his employees like family. When he’s not discussing media buys or taking colleagues to dinner, you’ll probably find Ken cracking jokes, watching sports or relaxing by the pool with his wife, Gail, and their dog Misty.



Glen Soss

Prior to starting Media Alternatives, Glen earned his CPA and worked in public accounting in New York before transitioning to the advertising world. With over 27 years of experience under his belt, he has now built lasting relationships in the industry and prides himself on keeping a high level of involvement while always putting the client first. When he’s not working, he enjoys traveling and spending time with family.


Managing Partner

Jeff Dorfman

From the company’s inception in 1995, Jeff has been instrumental in Media Alternatives growth.  His deep expertise in the critical fundamentals of Direct Response Marketing consistently translate to growth opportunities for Media Alternatives and its clients.   His strong analytical skills and keen sense for noticing the intangibles that impact campaign performance has helped forge the way for client success. Jeff communicates daily with clients to ensure the most effective media plan is always in place based on any movement or shift in response. When he’s not discussing budget or analyzing results, you’ll probably find Jeff spending time with his family or catching up on the latest episode of The Bachelor.


Vice President

Shannon Primavera

In her 15+ years with the company, Shannon has played an integral role in helping Media Alternatives become what it is today. We count on her for everything from innovative ideas, to expert marketing advice and even the latest workout trend or news story of the day. Her focus and progressive way of thinking ignites success not only for clients, but for everyone around her. When she isn’t busy negotiating media buys and growing campaigns, she loves traveling, cooking, working out or spending time with her husband and two dogs, Dougie and Roxy.


Senior Account Director

Heather Gabriel

In her 11+ years with Media Alternatives, Heather has gained a true expert understanding of direct marketing. Through her bachelor’s degree in business and previous work experience, Heather learned the importance of putting the client first.  She is extremely precise, organized and committed to helping her clients’ take their initial test campaign to a large-scale rollout. While working on media campaigns for numerous clients in a variety of categories, Heather is also our main point of contact for all insert media questions or requests.


Account Manager

Andrea Duffell

With a strong background in account management and human resources, Andrea is our token “smiling face,” constantly putting clients and colleagues at ease. Her organization, dedication and natural way of communicating quickly lifted her from coordinator to account manager status in her 5+ years at the company. When she’s not building media plans or dreaming up new office morale tactics, she’s usually at a middle school sporting event spending time with her husband and two sons, Teddy and Bobby.


Media Coordinator

Kim Hutchins

After graduating from Penn State with a degree in Animal Science, Kim began working as a Brand Ambassador for Purina, which sparked her interest in the marketing field. She is now in her second year as media coordinator and continues to put her exceptional organizational skills to use on every campaign. When she’s not proofing artwork or straightening up around the office, Kim can be found cheering on the Eagles, indulging in peanut butter and creating memories with her ever-growing family.


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