Detroit, MI- If David Sams was a baseball player his career would be that of a player winning the triple crown, world series and batting .350 multiple times. It would include a barrage of highlights on ESPN constantly producing victory after victory for his team. Yes, he would be mentioned with the greatest hitters to ever play the game and the Hall of Fame would certainly be assured. His work in media has blended together like the colors in a Picasso creative masterpiece of art and like the perfect melodic cords arranged in a Beethoven Symphony.
I had the opportunity to sit down with one of the greatest innovative minds to ever grace the media landscape recently. I have a tremendous amount of respect and admiration for this man. I am proud to call him a friend and a mentor. Mr. David Sams www.davidsams.com the “brand evangelist” as he likes to be called. While working for the King Brothers as head of global marketing and creative affairs, a then-small family syndication company, David had a hand in launching arguably (3) of the greatest syndication shows in television history “The Oprah Winfrey Show”, “Wheel of Fortune”, “Jeopardy and he has won 9 Emmy’s throughout his illustrious career. But his life’s story is much like all of ours… one of faith, persistence, challenge and purpose.
Q- So David what town were you born in?
A- A small town called Buford, OH
Q-How long have you been in media
A- When I was 13, I discovered my love for photography-a passion that I still have to this day. I actually started out in the media by taking pictures of high school football games on Friday nights. At the tender age of 15 I moved into radio and hosted a show on a small station in Columbus. My love for radio was short-lived, however, when I discovered that it was much more fun to put pictures to audio. When I was 17, I decided to go for it and moved from radio to TV. I put my plaid jacket back on, borrowed one of my dad’s ties and my mom’s briefcase. Realizing how popular football was in Ohio, I saved a few hundred dollars, went to a local school board meeting and presented my plan to produce the “High School Game of The Week” in Lancaster, OH
Q- How important was money versus pursuing what you felt was your purpose in life?
A- “If I would have let money make my decision about joining “King World” it wouldn’t have happened. Michael King offered me half of what I was making at the time to come and work for him. Few operations could have paid me what I was making at WBNS at the age of 18 including NBC, CBS, or Westinghouse. I’ve never let money make my decisions for me. I believe that if you follow your heart and live your purpose, the money will follow. When I joined KingWorld they had a book value of a few million dollars. When I left, it had 800 million in the bank with no debt. Years later the company sold to what was to become CBS Television Distribution for billions.
Q- What do you feel was the defining moments of success in your career?
A- As director of marketing and promotion we turned “Wheel of Fortune” into the highest-rated syndication series in America. When we launched Jeopardy! It became the second highest rated show. I was promoted to head of global marketing, station relations and creative affairs. But the fun had just begun! KingWorld came across a local talk show host in Chicago that they thought could be turned into a national celebrity. I was given the job of introducing Oprah Winfrey to the rest of America.
Q- What was it like working with Oprah?
A- “Oprah was a very hard worker and did whatever I asked. If we needed to do a promo at 2am in the morning Oprah would do it. She was a robust, incredibly talented African-American woman who deserved an opportunity. It may look like it was easy, but a quarter of a century ago America was still in the dark ages in some respects. “When Oprah took to the airwaves America changed,” She was the real thing-transparent, loving, hopeful, one of the first real “girlfriends”. Her ratings skyrocketed as did KingWorld’s stock. My decision to leave my cozy job in Columbus for half the salary paid off.
Q-What do you want people to know about David Sams?
A- “I’m not a self-made man, I’m a God-made man. Wow what a relief. That sure takes a lot of pressure off me as a person!” I believe that God is my architect and I’m just the general contractor.
“The lessons I learned would fill multiple lifetimes, “Sams said. I had launched some of the biggest shows in TV history, helped to create the #1 most recognized personality brands on the planet, hobnobbed with icons like Merv Griffin and Dick Clark, learned sales techniques from the best of the best and most important-found that even with a little engine, you can achieve great things.”
Q- What is the biggest challenge you have faced in your career?
A- Feeling worthy of my calling…..trying to measure up to that calling. Because over the years many times I felt my calling was clear and at other times I felt it was not. It is very hard to follow something when there is not clarity. However my perspective has changed in recent years. What I have discovered is that when you stop being stubborn and just accept what God has planned for you things go much smoother. I am learning to utilize God’s GPS to arrive at the destination he has for me. I have also stopped measuring my success by the money in my bank account or by trying to keep up with the Jones. I am also challenged with having the same kind of personal success in my relationship that I have had with my career. Life is a balancing act and we must learn to set priorities.
Q- David what advice can you share with our readers who seek a career in the entertainment industry?
A- First let me say that “THERE ARE NO EXCUSES” why you can’t create your own following, tribe or become a influencer with today’s resources such as social media and work your way into becoming a commentator or earning a book deal! When I was a kid I took pictures on my camera and then showed them to a very small audience which was usually my family/friends on my projector. Today you can record a 2 minute video, upload it to youtube and you instantly have worldwide distribution on your own channel for FREE. I also tell everyone that you ABSOLUTELY need to be internet and mobile savvy. The world is changing everyday and you must keep up with the technology. College is no longer just enough, but having a “under the hood” knowledge of the internet is essential. Mobile technology has changed the way the world communicates the last 5 years and you have to be in touch with that. Listen if you do something that stands out and above others there are a lot of big time players out here that will take notice. Lastly find a way to get in the door by working for free as an intern.
“To God Be The Glory” – David Sams
By Lee Griffin
Special thanks to Ron Jackson
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