A Regular feature highlighting the individuals who make up the membership of BMA Colorado. This month we'll meet Ken Custer - Publisher of The Review.

Background:
As a veteran media professional and industry leader, Ken Custer could be called one of Colorado’s most dynamic and well-known marketing executives. A graduate of the University of Denver when TV was just gaining its foothold, he capitalized on his degree in what was then called the radio/theatre area at Channel 7 Denver (then a CBS affiliate) with 15 years in television production. Moving to the Fox Sweeney & True Advertising Agency, he spent 16 years breathing life into A-list accounts such as Coors Beer and Pizza Hut. Next, at 7UP Bottling Company, he directed advertising and promotion.

He realized a fitting cap to his life’s work as publisher for more than 23 years of The Review, a monthly magazine that covers the Colorado advertising and marketing industries. He saved the magazine from extinction by tying it to the industries’ most-acclaimed organizations such as BMA, AMA and the Denver Advertising Club. Today, The Review has a strong and influential presence adapting to the rapid-fire changes brought about by digital media, including ceasing its print version two years ago for online production only. Today, Custer’s colleagues and friends could step out of any top who’s-who roster locally as well as nationally.

Family: Married, living in Denver, Custer has two children and four grandchildren.

Current Position: Publisher of The Review, including the directory, published locally and nationally with marketing professionals’ paid listings.

BMA Membership: Custer has been a member of Colorado BMA for more years, he says, than he can remember.

How BMA Has Helped His Career: Ken Custer credits BMA (and other industry organizations) with helping to save, grow and position The Review as an industry champion for the Colorado region. He is a mainstay at BMA events, covering BMA news and professionals. Custer believes that BMA is the leading marketing organization in Colorado, always on top of the latest industry trends and solutions, bringing top and engaging speakers and substantive learning and networking opportunities to its diverse members. Custer received the BMA 1999 Business Marketer of the Year Award (formerly Communicator of the Year). The Review and its directory now are totally supported by advertising, much of which comes from BMA members who say they get new and repeat business from their listings.

Advice to Marketing Professionals:  Ken Custer says that Colorado is underrated as a foremost marketing market, with local agencies racking up top national accounts. “Colorado is one of the strongest markets in the industry,” he says, “and needs to be recognized as such by New York, Chicago and San Francisco.” Colorado needs to keep more and more corporate headquarters here, he adds, and has this advice for BMA members: Get involved in BMA, meet people, see what’s going on and listen to speakers. But getting involved means more than attending events, it means sitting on committees and volunteering to help. When you give back to this organization, you get much more in return. Most importantly, identify your niche and get involved in your niche organizations.

Indispensable Insights:  Custer reveals that what he has gleaned most from his experience is that “times change rapidly, and you have to pedal fast to stay with it.” During the past five years, he states, the industry has been totally revolutionized by social and digital innovations. His next project, when time permits, is to create a blog on the history of advertising in Colorado—who better to make such a commitment than a Colorado adman who has lived it himself?

Thank you, Ken Custer and all volunteers for all you do for the BMA.

By Jill Lewis, president and marketing director for Integrated Writing LLC, a consultancy providing integrated marketing strategy, public relations and content, as well as social media and crisis communications services.