I didn’t know Joseph DiBuono well but certainly knew of him for his pioneering work in helping to establish the Videotape Production Association, the predecessor to what became the International Teleproduction Society and then the Association of Imaging, Technology and Sound (ITS). His name was closely associated with the now defunct ITS and its long running Monitor Awards. In some respects, the ITS laid the groundwork for what is now the successful Hollywood Post Alliance.
DiBuono passed away on June 19 from cancer. And though I never met him, my colleague, SHOOT managing editor Theresa Piti, did back when she was coming up through the ranks of the publication. He left a lasting impression. She recalled that he was particularly nice and helpful—and it was clear that he was someone who took a genuine interest in mentoring others.
Among those who felt DiBuono’s mentorship is Bill Vassar, now VP production & new technology at EUE Screen Gems, overseeing the company’s video facility in New York, as well as its film complex in Wilmington, N.C. Vassar worked under DiBuono in the sales and marketing department at Unitel Video, New York, for four years and then succeeded DiBuono, who retired in ’95 as the firm’s VP, director corporate marketing.
DiBuono had been with Unitel for nearly two decades over two separate periods of time. In ’72, he joined the company as sales director. In ’79, he went over to Reeves Teletape, New York, where he served as VP, marketing for five-plus years. In ’85, he returned to Unitel, where he assumed the aforementioned role as VP, director corporate marketing. His career was also marked by stints at such shops as Reeves Actron, Video Tape Center and NBC Telesales. DiBuono started his career in television with BBDO New York in ’55 as a producer of live commercials.
"Joe helped me tremendously," related Vassar. "I learned a great deal from him. You can learn all you want in terms of formal education at a business school or wherever, but Joe offered lessons based on his years of experience. He applied basic common sense to the industry with a genuine concern for people. I remember him saying, ‘Find out what the client wants before you start quoting him prices.’ That was typical of him, offering advice that was so basic and yet often overlooked by so many professionals."
After DiBuono retired, Vassar kept in touch with him. "When I succeeded him as head of sales and marketing at Unitel, I continued to sound him out," recalled Vassar. "He was always helpful—a terrific, caring mentor."
DiBuono had diverse interests. He was a composer and a member of the American Society of Composers, Authors and Publishers (ASCAP). He served for a stretch as a cartoon gag writer. And he also volunteered at the Padre Pio Shelter and Mother Teresa’s soup kitchen in the Bronx.
DiBuono is survived by his wife Gail Gibbons DiBuono, seven children, 13 grandchildren and many nieces and nephews. In honor of his memory, donations may be sent to Calvary Hospital, 1740 Eastchester Road, Bronx, NY 10461.
