Massmedia’s senior management is personally involved with every client or potential client that walks through our door–from initial strategy meeting to ensuring personal service and a constant focus on increasing clients’ return on investment.
Founder & PresidentCharlie Shapiro founded Massmedia, Inc. in 1991, and has worked with national brands including Chippewa Boots (a Berkshire Hathaway Company), Investors Capital, US Airways, LiveData, and Connecticut School of Broadcasting, plus local and regional businesses including the New England Auto Show, banks, technology firms, retail businesses, and an extensive list of higher educational institutions. He has written and produced short form advertising messages as well as long form corporate and customer service video presentations and is a frequent consultant on web redevelopment projects for businesses of all sizes. Shapiro is responsible for strategy, negotiating and placement of over 45 million dollars in television and radio advertising purchases on behalf of clients and is best known for increasing media effectiveness without an increase in budget.
Earlier in his career, Shapiro worked as a broadcaster on the air and in management at several radio and television stations. His television career included two CBS affiliate in the Rockies and the ABC affiliate in Western Massachusetts. Shapiro worked in various capacities including weather, general assignment and investigative reporter, and news anchor, where he learned to ask tough questions and dig through answers to find the truth. Shapiro has significant teaching experience includes dozens of courses as a visiting instructor at Connecticut School of Broadcasting. He also led the effort to establish one of the largest broadcast scholarship programs in America providing training, internship, and employment opportunities for thousands of individuals of diverse backgrounds. In 2005, Shapiro spearheaded the acquisition, construction, branding, and sales effort for Bay Broadcasting’s 25,000 watt commercial Classic Hits FM radio station in Panama City Beach, Florida and also helped establish a non-profit radio station in Keene, NH. Shapiro served for five years as a member of the US Airways CEO’s Advisory Board. Immediately following 9/11, Shapiro volunteered his resources and produced a series of national radio ads for the airline in record turn-around time. The campaign entitled “Fly the Flag” aired in NFL broadcasts and brought forth a message of public reassurance at a difficult time while providing a cost savings of $50,000 to US Airways. Involved in local politics, Shapiro has served on the Newton Board of Aldermen. He's married to Debra Shapiro and they have two children.
VP/Creative DirectorDebra Shapiro is the Creative Director of Massmedia, Inc. Upon completion of her marriage vows, Debra was immediately dragged kicking and screaming into the world of media and advertising. With a degree in economics from Brandeis University, Debra has the unusual distinction of being able to use both her right and left brain simultaneously. Debra Shapiro grew up wild and barefoot in a hundred acres of woods in New Hampshire. She left high school at 16 to start college. Always an artist, she needed to make a living, too, and started working with computers back when they were called “PCs” (Personal Computers) to differentiate them from mainframes, and 312 KB memory was flat-out amazing.
In fact, her first experience with computers was when her boss handed her a screwdriver and a telephone and instructed her to call someone and figure out how to open up and adjust the switches inside a computer box that cost more than her annual salary. With that, she was hooked. After several years creating innovative ways to link spreadsheets across regions for insurance companies and banks (long before the internet made that very, very easy), she started consulting, working for development companies with interests in golf courses, condos, and horse farms. After bumming around South Carolina and London, she returned to New Hampshire for a visit, took a temporary job at a radio station, met her husband the next day, and was quickly dragooned into the merry field of radio. She then worked with her husband managing radio stations. Massmedia was founded in 1991, at the very dawn of the World Wide Web. As the internet became more graphic-capable, Ms. Shapiro was able to join her knowledge of art, computers, and business, and became one of the rare people who can create the strategic design of a website, code it, and also make it pretty. She is currently the Creative Director of Massmedia. She considers her highest accomplishment to be managing to get a degree in Economics from Brandeis University (magna cum laude) while pregnant and with a toddler at home. Always one to buck a trend, she converted to Judaism while living in South Carolina and became a Republican when she moved to Massachusetts.
Partner/Director of New Business DevelopmentDana brings a wealth of knowledge in providing clients efficient and effective ways of getting results for their advertising investments. Dana Mattson has been a part of New England's marketing landscape for over 20 years. After graduating with a Bachelor of Science in Communications from Ithaca College in 1994, Dana began his career as an Account Executive at AM580 WTAG and 96.1 WSRS in Worcester. After a few years of selling, Dana became Local Sales Manager of WTAG, where he worked with his team to sell New England Patriots football broadcasts, Boston Red Sox broadcasts, various local and national talk shows, and consistently exceeded budgets quarter after quarter.
In 2001, Dana took his talk radio experience from Worcester into Boston as an Account Executive at 96.9 FM Talk WTKK, becoming an integral part of getting sales for the fledgling talk station off the ground and into the black. After a two year stint at 96.9, Dana found a new challenge by leaving the radio world and entering the realm of broadcast television at UPN38 WSBK (now TV38). He was able to take his passion for sports to a new level by being able to sell Friday Night Red Sox Baseball, Patriots 5th Quarters and NCAA College basketball. From TV38, Dana moved his desk from one side of CBS to another and became an Account Executive at TV38's sister station, WBZ-TV in 2006. For five years, he packaged and sold all that WBZ/CBS had to offer, including broadcasts of New England Patriots & AFC Football, NCAA College Football and Basketball, March Madness, CBS PGA Golf, The Boston Marathon, 4th of July/Boston Pops, CBS Prime (Survivor, Two and a Half Men, Amazing Race, etc.), David Letterman, and WBZ News. As Partner/Director of New Business Development, Dana's wide broadcast media experience brings MASSmedia's clients a keen insight as to the advertising marketplace in New England. Over the past two decades, Dana has worked with nearly every type of business under the sun, and brings an insider's knowledge of how to maximize an advertiser's investment with broadcast media. Along with being a HUGE New England sports fan, Dana is also passionate about music (classic rock, mainly - ask him anything about the Beatles or Rolling Stones!), and his newest hobby: cooking!