Sept. 26, 2005—For the first time, a printing industry executive—and a local at that—is among the 18 entrepreneurs hand-picked by Donald Trump to compete for a spot running one of his firms in the fourth season of NBC's hit TV show, "The Apprentice," which premiered on Sept. 22.

Brian Mandelbaum, 24, director of business development for Long Island City-based True Type Printing, and one of the youngest executives in the New York graphics market, was selected to endure a series of rigorous tasks on the show that will test his business insight and management acumen. Mr. Mandelbaum (seen at left) will continue in his True Type post during the course of the competition on the reality show.

"I'll consider myself a success once I've completed my personal triathlon: when I work purely for the joy of it, am indispensable in my field, and am surrounded by a loving family and lifelong friends," Mr. Mandelbaum said in an interview posted on www.nbc.com. Printing News called Mr. Mandelbaum, but due to non-disclosue agreements with NBC, he was unable to give out any additional details.

"Business is warfare, and I lead my troops dressed with a colorful tie and a thorough plan of attack," Mr. Mandelbaum continued online. "My team is always optimistic, motivated, and most importantly, united. When tensions run high, I've learned that humor is the most effective weapon. People tend to forget their differences when I do impressions around the office."

Martin Maloney, executive director of The Print Council, said, "We're very pleased that Brian has been selected to be a candidate on 'The Apprentice.' Through his appearance on the show, the printing industry has a great opportunity to increase awareness within a huge, young national audience of the leadership opportunities that our business presents to budding printing executives. We wish him success in his quest."

The True Type Printing Graphic Arts Center is a state-of-the-art, 30,000-sq.-ft. printing facility. Founded in 1934 by John Forlenza, and operated today by the third generation, True Type Printing provides the full spectrum of graphic arts services spanning design, data management, prepress, printing and bindery. Its client base extends across market sectors such as advertising, finance, retailing, transportation, labor unions, health and beauty products, and non-profit organizations. Among its clients are IPG's Sloan Group, Saks Fifth Avenue, Freeze 24/7, United Airlines, and Bank One.

Mr. Mandelbaum is originally from Old Bethpage, N.Y. During his tenure at True Type, he has launched new initiatives within the print and graphic arts vertical market. He helped orchestrate a comprehensive overhaul of the company?increasing its overall capability and profitability. Prior to this position, he was a consultant with many industry leaders including America Online and Razorfish Inc. From 1997 to 1999, he helped cultivate an Internet startup company called The Fountainhead Management, which was sold to the publicly traded e-commerce company, Intershop Communications in March 1999. Additionally, at the age of 18, Mr. Mandelbaum was the youngest citizen panelist on the show "Politically Incorrect with Bill Maher."