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Stephen Burzon oversees media sales for Times Mirror Co.'s 11 consumer magazines and seven newspapers. His company recently inked a four-year sponsorship of the Smithsonian Institution's traveling Ocean Planet exhibit, backed by Ford, Motorola and Discovery Channel.

Age: 54

Title: Director of corporate sales, Times Mirror Magazine Co.

Goal: Creating turnkey ad-backed events for marketers.

Challenge: Redefining ad sales; creating partnerships instead of deals.

Prediction: The information superhighway is important, but it will fall short of expectations.

Thrill: Changing the rules. Never doing the same thing twice.

Pet peeve: When people think we're only selling ads.

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