Now that many Americans consider movies, television and theme parks superficial fluff, Rich Ross's job as Disney Channel general manager and executive vice president is a hard sell.
But that didn't stop the 1983 College graduate from trying to lure the Penn masses into entertainment careers at the 75th anniversary of Career Services, where he spoke to more than 50 students as part of their Young Leaders series.
"Our economy sucks right now," said Ross, who was making his ninth appearance for Career Services. "For seniors, you're about to march into that."
Ross, who admits his industry has a bad reputation, maintains that "entertainment is a noble profession."
Ross just celebrated his fifth year with the Disney Channel. He focused on the fact that getting a job these days is going to be much harder.
"You cannot be passive in the job pursuit," Ross told the crowd assembled in Logan Hall.
Ross reassured students that he himself did not jump into a high level job, having spent summers interning and sorting mail in the basement of the William Morris talent agency.
He said that connections, skills and talent will take students far.
"I got out of the mailroom because I could type," he said. "I became the world's best secretary."
Ross, also a graduate of Fordham Law School in New York, said that his legal background has been helpful but not essential. He urged students to do what they love for a living.
After working for Nickelodeon, Ross spent time with the FX network and then went to Disney. He saw an underutilized market in the nine- to 14-year-old segment.
"There was no one reaching the 'tweens'," he said. "The girls have one foot in stuffed animals and the other in mascara."
Ross has now made Disney the top-rated channel for that age group.
Students in attendance said they appreciated his advice.
"I now realize how difficult it is going to be to find a job," College junior Nicole Eissler said. "I am going to have to be extremely persistent."
Ross, who worked connection himself, stressed that students should not be afraid to work the corporate network.
He told students to "build your network" and "take risks." Adding that the industry has taken a hit since the attacks of Sept. 11, he suggested students take any available temp jobs and internships.
"Think about what you know," Ross said. "Then, translate it into what you want."
