Team Sports a Base for Lifetime's Picard

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An intimate portrait of Lynn Picard, senior VP-advertising sales at Lifetime Television, would reveal that Ms. Picard's secret love is ... sports.

"When I was a kid I kept a scrapbook on Roberto Clemente," she says, referring to the late, great Pittsburgh Pirates star. Growing up near Pittsburgh she followed the Pirates, Steelers and Penguins.

What she didn't know at the time was how sports was to play an important part in her career.

Sports was not uppermost on her mind when she entered Indiana University of Pennsylvania -- making a little money for her education was. So in her second semester as a freshman, Ms. Picard joined the school paper selling ads.

Ad sales and sports
That led to a temporary job in an advertising agency and, after graduation, a permanent job at a small shop.

But after nine years, Ms. Picard, now 39, took a job at ESPN. After five years as VP-business development for the sales group, she moved to Lifetime.

"ESPN was a lot of fun for me," she recalls. "It's certainly a male-oriented place, but I love sports. It was great to be able to combine ad sales and sports."

Along with her colleague, Brian Donlon, VP-sports, new media and public affairs, Ms. Picard has been instrumental in getting Lifetime involved in women's sports.

First there was Lifetime's sponsorship of the women's team, America3, competing in the America's Cup competition. Most recently, Lifetime has become involved with the Women's National Basketball Association.

"Women's sports are finally starting to get the recognition they deserve," Ms. Picard says.

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