Don’t let Yitzchok Saftlas’s nice-guy appearance fool you. The marketing guru has parlayed his interest in the business world into a weekly radio show,Behind the Mike,Don’t let Yitzchok Saftlas’s nice-guy appearance fool you. He’s a marketing guru who has parlayed his interest in the business world into a weekly radio show on WABC in New York. Mishpacha joined him in the studio to talk about his craft
“Good conversation is what makes good radio. We research our guests before we reach out to them to make sure they’ll do a good interview” explains Yitzchok Saftlas (Photos: Christopher Libertini Sruly Saftlas Margaux Yiu Amir Levy)
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itzchok Saftlas Flatbush resident and the founder of Bottom Line Marketing recently got a call from his brother-in-law who said he’d been collared in shul: “Hey!” said the man accosting him. “I saw that your brother-in-law Yitzchok has a show on the radio — but he looks like a regular frumguy!”
A “regular frum guy” on secular radio. An oxymoron? Not in Saftlas’s case. The 46-year-old former talmid of Adelphia Yeshiva and Zichron Eliezer has become the host of a business radio show on WABC one of the most popular talk radio stations on the air. “I never realized how many frum people listen to the radio till I started my show” he says.
With his wholesome yeshivish appearance and soft eager-to-please manner Yitzchok does seem the quintessential frum boy next door. But don’t let the eidel personality trick you into underestimating his talent and passion for business. While still in beis medrash Yitzchok attended a top marketing program (“I went with another frum guy ” he qualifies) and envisioned a career on Madison Avenue. Then Rabbi Paysach Krohn helped land him a job at ArtScroll where he stayed for several years before founding his own company Bottom Line Marketing in 1992. Yitzchok also pens a Yated Ne’eman column and in 2015 published a book about marketing titled So What’s the Bottom Line?
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