Thursday, February 11, 2016

Media buyer yearns to run his own business

No wonder Nate Greiner lost his job as a media buyer in 2009. When the economy tanked, consumers stopped consuming, advertisers stopped advertising and nobody needed Greiner to negotiate deals for advertising time on broadcast television.

Media buyer yearns to run his own business

Nathan Greiner
Nathan Greiner

No wonder Nate Greiner lost his job as a media buyer in 2009. When the economy tanked, consumers stopped consuming, advertisers stopped advertising and nobody needed Greiner to negotiate deals for advertising time on broadcast television. When Greiner's agency lost a major client, Greiner was laid-off.

"I loved working there," he said. "Everybody had a good work ethic. Everyone was on the same page." Greiner keeps in touch with the company, R2CGroup/Cmedia, in Exton, hoping that he might be able to return when the economy picks up. That's not happening yet.

Meanwhile, Greiner spent four months working as a plant manager in his family's sausage making business in Connecticut.  But families are complicated, so for the moment, that's not an option. Plus, his wife has a secure job not too far from Greiner's home in Exton.

But, Greiner can see himself owning a small food-manufacturing business, putting his marketing smarts to good use  to promote a small array of products. His idea is to begin with just a few items, do them very well, and then expand. In terms of his job search, he spends about half his time looking for media buying jobs and the other half researching what it would take to run a business like his father's.

"The idea of running my own business appeals to me," he said. "I like getting my hands dirty in all the aspects -- manufacturing, production, human resources, accounting, regulations."

Greiner thinks his best bet is to figure out how to buy a distressed business and then build it back up. It's better, he says, than inventing something out of whole cloth, and he's not interested in franchising. The trick, he said, is convincing the owner of a distressed business to lower the price enough to make it affordable for him to buy.

"A lot of them are in denial about how much their businesses are actually worth," he said.


  • Nathan Greiner
  • Hometown: Exton
  • Profession: Media buyer, plant manager
  • Experience: Developed media campaigns for various companies, conducted market research, handled marketing data analysis. Directed and coordinated production, pricing, sales and distribution for a food company. Hired and managed staff.
  • Education: Providence College, bachelor's degrees in marketing, sociology.
  • E-mail address:
  • Nathan Greiner's resume
  • Nathan Greiner's LinkedIn profile

Read past profiles in the Looking for Work series. This is the last profile in the series. Check the Inquirer on Dec. 25 for an update.   


The Inquirer is not endorsing this individual as a job candidate; potential employers should do their own background checks.

Contact staff writer Jane M. Von Bergen at 215-854-2769 or

Inquirer Staff Writer
We encourage respectful comments but reserve the right to delete anything that doesn't contribute to an engaging dialogue.
Help us moderate this thread by flagging comments that violate our guidelines.

Comment policy: comments are intended to be civil, friendly conversations. Please treat other participants with respect and in a way that you would want to be treated. You are responsible for what you say. And please, stay on topic. If you see an objectionable post, please report it to us using the "Report Abuse" option.

Please note that comments are monitored by staff. We reserve the right at all times to remove any information or materials that are unlawful, threatening, abusive, libelous, defamatory, obscene, vulgar, pornographic, profane, indecent or otherwise objectionable. Personal attacks, especially on other participants, are not permitted. We reserve the right to permanently block any user who violates these terms and conditions.

Additionally comments that are long, have multiple paragraph breaks, include code, or include hyperlinks may not be posted.

Read 0 comments
comments powered by Disqus
About this blog

Jobbing covers the workplace – employment, unemployment, management, unions, legal issues, labor economics, benefits, work-life balance, workforce development, trends and profiles.

Jane M. Von Bergen writes about workplace issues for the Inquirer.

Married to a photographer she met at her college newspaper, Von Bergen has been a reporter since fourth grade, covering education, government, retailing, courts, marketing and business. “I love the specific detail that tells the story,” she says.

Reach Jane M. at

Jane M. Von Bergen Inquirer Staff Writer
Also on
letter icon Newsletter