The Suit Magazine

The traditional gender gap in small business ownership is shrinking fast. According to the Small Business Association, in 2008 women in the United States owned a total of 10.1 million firms. Caryn Tanis, owner of Media Network International, is a part of that trend. But the challenges she faces as a female business owner are compounded by the fact that she works on a global scale.

As an advertising agent working to place high-profile clients in ideal media, Tanis has experienced her share of gender-related culture clashes. “In Mexico, for instance, it’s considered very rude to say no to a female,” Tanis said. “So I remember being at a major business and going back for a decision, and I discovered the owner hiding behind a door, signaling his secretary to say he wasn't in!”

For Tanis and her associate Kathy Courshon, flexibility is key. “It's important to respect customs and culture and have a knowledge of politics in the countries in which you work,” she explained. Adjusting to diverse expectations has helped Tanis to build a strong multicultural firm; today, her clients enjoy targeted exposure in airports, in-flight videos, and magazines including Hemispheres, Escala and Latitudes.

Media Network International was affected by the recession, but Tanis has persevered. “Working on a global basis has always been helpful, as the economic downturn did not affect all locations in the same manner and to the same degree,” she said. “But there are always challenges in setting up a new business and in making in grow, no matter what shape the economy is in.”

www.medianetinternational.com

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