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(Actu*More, But We
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Michigan's Largest Independently
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• Stability - Serving homeowners for nearly 50 years.
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Peggy Daitch
Woman Of The Year
KIMBERLY LIFTON
MBA
MEMBER.
STAFF WRITER
FINANCIAL SERVICES, INC.
Serving Homeowners Since 1946
24445 Northwestern Highway, Suite 100, Southfield
313-827-2436
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with portfolios of $100,000 or more.
Find out about PAINEWEBBER ACCESS:
a comprehensive approach to
total portfolio planning and management.
Ms. Daitch
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at (313) 851-1001 or (800) 533-1407.
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eggy Daitch doesn't
cry at weddings and
funerals.
"I cry at Mc-
Donald's commercials,"
says Ms. Daitch, 46,
Detroit's manager for
National Geographic
magazine.
This is not a surprising
character trait for an
advertising maven like
Ms. Daitch, who has
worked long and hard
hours in the industry
since she began her
career as a radio produc-
er 25 years ago.
She recently was
named the 1993 recipient
of the Women's Adver-
tising Club of Detroit's
Woman of the Year.
"This is the synthesis
of it all," says Ms. Daitch,
whose first job was writ-
ing and producing com-
mercials and
programming for one of
the area's first local talk
radio stations, WTAK,
including a celebrity
interview show hosted by
Warren Pierce.
the
was
"This
Paleolithic Age — before
Oprah. Before Geraldo.
p
Barbara Kopitz, ASID
5745 W. Maple.,
Suite 201
West Bloomfield, Michigan
I
Rush
before
And
Limbaugh," she says. "We
made radio into a town
meeting, devoting the
entire day to a single
issue, like crime, educa-
tion, substance abuse.
"We'd bring in various
experts with different
points of view and put
them on with our on-air
personalities and listen-
ers called in," she says.
"The discourse was live-
ly."
Ms. Daitch always has
been a bit ahead of her
time. Her parents sug-
gested she become a
teacher — that's what all
young women did. But
she didn't like that.
So she enrolled in a
program to become an
administrative assistant.
It is not what she
envisioned as a career
path. But she really
wasn't sure where she
belonged professionally.
Then, half way through
the program, the profes-
sor retired and the
curriculum was eliminat-
ed.
Before Oprah and
Geraldo, Peggy
Daitch was
producing lively
talk radio shows.
She selected English
for a good liberal arts
background. She read,
researched and talked
with career counselors.
"Advertising and public
relations seemed to be a
good fit," she says.
After the radio station,
she moved into public
relations for Channel 56.
She then took a four-year
leave of absence "to pro-
duce two children."