Article by Kari McKahan
Photos by Giulio Granziani

The future of the new media industry is being secured by people such as O'Rourke. The foremost challenge is to ensure that this young industry's influence does not prove to be just a "flash in the pan," which has been hinted at in recent tech market fluctuations. She explains, "You hear people describing the recent market fluctuations as a brushfire. It clears out the undergrowth and the forest will grow back stronger for it. There will be people who grow their company and merge it with someone else. Maybe people won't be so quick to quit their high paying job without a little more traction to their business plan."

Indeed, since NYNMA's inception in 1994 the association has played a critical role in seeing that the new media industry succeeds. Also-rans such as biotechnology have not achieved new media's level of affluence, regardless of their marketability. "The industry got really lucky, in a variety of ways, in that it's filled with bright, ambitious, mission-oriented people. But I think NYNMA played a very important role and I say that not having been here in the beginning. I've been here two years, and while I've done a lot of things to grow NYNMA to greater size and greater strength, I am extraordinarily aware of the foundation that was created by the people who really got this thing off the ground."

That new media is a versatile, evolving industry which appeals to a far broader audience on an entrepreneurial and entertainment level is an important factor in generating the interest of investors and the general public. It speaks of a certain freedom to the "do-it-yourself' generation. Adds O' Rourke, "The good news about this tremendous growth or influxes in this industry is that we can look at the development of the infrastructure that took place as a result of it. In the New York Area there are a quarter of a million people who claim to be in the internet industry. It will make a huge difference to New York's hold on this industry. Because of it there will be a lot more "New Yorks."

O'Rourke began her career as an attorney in Criminal Law, first working for a year in NYC's District Attorney's office, only to discover that "Criminal Law wasn't really revving my engine. You really can't stay in something unless you put your full heart and mind into it. My departure was necessitated by my impending promotion to something called 'Investigations'. You got to drive around the City for 24-hour shifts investigating crimes with the police officers, seeing things like a body dripping blood. You show up there and secure the scent, speak to the officers, protect the case for the ultimate trial. I just didn't see that as being what I wanted to do. I would have been investigating Page One New York Post stories,'Man Hacks Wife to Death; Deposits her in 24 Separate Bags along Parkway.' I just didn't see me going to check this out. So, I'm like, 'Exit!"'

She segued into corporate law at Colgate-Palmolive. "I enjoyed it a lot and while there I got the opportunity to move over to the business side and have been doing this since then." O'Rourke's progression to NYNMA President, was not as uneventful as it appears.'il was a very good corporate attorney. I really understood the business problems behind the legal issues and wanted to get people to where they wanted to go, and did so, many times. It wasn't so much that I didn't like law but that I did not care for the business environment. The type where the people who make money rather than those who save it are the most rewarded or appreciated. "So, if you're a good lawyer, you save money by preventing problems that cost manage ment time and attention in legal fees. The one afternoon L did save a million and a half dollars the reaction was 'thanks a lot.'And I thought, 'Son of a gun, these guys can't sell enough extra toothpaste to drop a million and a half dollars to the bottom line yet, they're very cavalier about the achievement of saving a million and a half.

That's when I had an epiphany and said, 'I think I'll go over to the money making side. Luckily, I had done a good job and was able to stay right there and do that, because it's very difficult for lawyers to get out of law. A lot of people want to make the transition but it's not that easy unless a certain set of opportunities present themselves-this being one of them. I was lucky."

The luck of the Irish seems to have paid off for O'Rourke. She continues nonchalantly, "There was one time a couple of jobs ago, when I said,'You know, if I don't go back to law now, I never will. And there was a certain amorlnt of anxiety about it. But when it occurs to me how different those two paths would have been I think,'Oh, thank God I did this,"' she laughs, eyes twinkling, "Because that was one job away from this job." The title of 'jack-of-all-trades" and the versatility that accompanies the role are a huge asset in new media. As a mother of two and married to a man also employed in the new media industry, O'Rourke has her hands full, yet gives no indication of being harried or overworked. She genuinely enjoys what she's doing.

Both hardy and enthusiastic, she looks forward to the time when she and her Family can make a planned ten day excursion to Ireland, hosted by her mother who emigrated to New York at the tender age of 14. It will be her second trip to Ireland, and the first trip for her two sons.

Recalling her first trip just after high school, she explains, "I went to see relatives They were from all walks of life from being Head of Customs to farmers living in a house with a dirt floor which was the house my grandmother was born in. It was such an incredible experience. I got to see one of my grandfather's brothers. My grandfather had been dead 12 years and it was like seeing him again. I saw part of the world that I'd never seen. The Gap of Dunlow was unbelievable." She continues excitedly, "I can't wait to go back and see what's happened since the last visit when there was 23% unemployment and now, with virtually no unemployment. It makes me very happy. I heard that Ireland has had a greater percent age of it's population leave than any other country in the world. To see that now these people do not have to leave for economic opportunity is really exciting. I've also heard that many who left are returning. Now I'll be taking my two children." Seven-year old Lachlan has the name the Irish people gave the Nordic invaders. Low and behold he has platinum blond hair. Her second son is Aiden. "Everybody who's Irish (except myself? knew that Aiden was a monk that took learning back to England in the Dark Ages. This is really great because my husband is part English, part Welsh, and I was thrilled to pass on to him and his relatives that my son had brought reading and writing back to them. They enjoyed that!"

Laughing throughout, she continues, "We'll visit a few castles and the Blarney Stone, but we mustn't let Lachlan kiss it because he is already entirely too talkative. Mother is springing for the trip so who knows what she has in store. Whatever my mother chooses to do, she does it extremely well--you cannot fool her."

One hundred percent Irish, O'Rourke is very informed on her heritage. Her mother's family's from Monahan, and her father's side came from Leechram, although they have been here since the 1800's. Both parents grew up in New York City, exemplifying the American emigre story of hard work in a family that was "poorer than poor" but extremely proud. Her mother came from a family of nine and they all worked together to get where they are.

One thing that struggle has taught her is that "it is hard enough to make it when you have everything going for you so it makes you appreciate how astounding it is when people who don't have everything going for them make it. And really, what a difference a little help here and there does for those people. It's one reason I'm so excited about our internship program. These are the kids who are the first generation in their families to even think of getting a college education and having a white collar career. If our program can help just one of them then it's worth it."

It follows that the New York area is an ideal hub for the new media industry, with unlimited, diversified resources of clientele, work force and a close proximity to Europe, whose tech industry's success is hot on the heels of new media stateside. NYNMA's model for success and influence can only expand. What else makes the organization great? According to O'Rourke, "we do all the things an industry association would do. First and foremost, we lobby so that the political and legislative forces in the state understand that we're here, that we're making an impact and that there are things we need in this industry in order for it to be successful. We run networking events and all kinds of professional education programs ranging from 20,000 feet up to realistic feet-on-the-ground look at how to do things."

Asked for inside advice for start-ups, Alice O'Rourke hesitates, then volunteers two tips. "One: don't let the blue chip fool you. Have good advisors rather than insisting on blue chip law advisors that are costing a fortune and don't know a thing about software or any of the like. And two: experience counts for a lot. The idea that success comes easily with enthusiasm, brains, and vision alone (all of which these people have in abundance) is not enough. You need experienced people and it will make a huge difference in the success quotient. Do whatever it takes to bring them on."

But, she continues, "l'm hard-pressed to give my advice to people who genuinely impressed me. I've worked in several industries: law, government, energy, consumer products and I've never seen a group of people with this much intelligence, optimism and sophistication. They've been around and have done alot in a short period of time. They make great decisions for themselves."