(Middle photograph above) As co-owner of System4 Advertising, Larry Bly spends his days managing the creative staff, assuring that his high standards of excellence are carried out through every phase of the business. He is a hands-on business man, always involved in the day-to-day operation of the business. Larry R. Bly was born in Baltimore, Maryland, in 1947. Like his partner, Marty Hall, he grew up a farm boy in Virginia. His interest in broadcasting began at a very early age. He had already developed skills as an announcer while attending high school and college. After college, Larry served in the U. S. Army, including one year as a network announcer with AFKN (The American Forces Korea Network). When Larry returned to the states he continued his broadcast career at WWWW in Detroit, working for Gorden McClendon, who invented rock and roll radio. In 1971 the opportunity to start an ad agency with his broadcast friend, Marty Hall, brought him south to Roanoke, Virginia. Larry continued his radio career, gaining celebrity status because of his quick wit and smooth style. His talents led him to public television where he has his own comedy cooking show, "Cookin' Cheap," seen across the US. In 1988 Larry received the highest honor given to an advertiser. He was chosen by his peers to receive the silver medal award given by the Advertising Federation of the Roanoke Valley. The award recognizes a lifetime of contribution to advertising and is given to someone who is active in furthering industry standards, who shows consistent creative excellence and a dedication to social responsibility. Today Larry oversees a very different agency than it was in 1971 with much business being done via internet; ads transferred digitally; and printing jobs downloaded and PDF¹d to shops far away. Despite its commitment to ever-changing technology the commitment to personal and full service remains first and foremost.