Mitch started his radio career at WJBB in Haleyville in 1952 at age 16. In 1953 he moved to Decatur, AL and worked as an announcer at WAJF until the spring of 1955. He graduated from Decatur High School in 1954. On April 1, 1955 he moved to Oxford, MS as Program Director to prepare for the on-air debut of WSUH on May 1, 1955. In 1959 he and two partners purchased WTRO in Dyersburg, TN. In January 1961 he traded his interest in WTRO for an interest in WLAY in Muscle Shoals, AL and was Sales Manager and Morning Announcer. In 1970 he and his two partners bought WMSL in Decatur, AL then in 1971 he traded his interest in WMSL for a larger interest in WLAY. He served as President and General Manager of WLAY AM & FM from 1971 until his untimely death January 8, 1990.
He was active in local and statewide politics. He was campaign manager for two successful candidates in local mayoral races. He was instrumental in the successful campaigns of Congressman Ronnie Flippo for the 5th Congressional District of Alabama. He was also a campaign advisor for US Senator Howell Heflin in his statewide campaigns.
Mitch's willingness to serve in key positions for both the broadcasting industry and his community demonstrates his commitment to leadership. He was President of the Alabama Broadcasters Association in 1982 and was elected to the Board of Directors of the National Association of Broadcasters representing Alabama and Georgia in 1986 and was reelected in 1988. Mitch served as Chairman of the Utilities Board of Muscle Shoals from 1964 to 1985. He oversaw the financing, engineering, design, and construction of the first-ever water treatment facility for Muscle Shoals, AL in 1969.
Mitch and his wife Elizabeth L. (Jimmie Lynn) Self have 5 Children: Bob Self, Kevin Self, Mike Self, Tim Self and Michelle (Self) Tiffin. Mitch and Elizabeth also have 18 grandchildren. He served as Chairman of Deacons at Woodward Avenue Baptist Church in Muscle Shoals, AL. He raised Santa Gertrudis cattle as a hobby in Colbert County, AL and was known for his love of deer hunting, dove hunting and turkey hunting.
Additional Leadership Roles
· Alabama Broadcaster of the Year 1898
· Board of Directors of First National Bank of Tuscumbia from 1973 to 1978
· Board of Directors of Colonial Bank from 1985 to 1988
· A Founder and Chairman of the Board of Directors of First Metro Bank in Muscle Shoals, AL from November, 1988 to January, 1990
· Member of the Board of Directors or Officer of Alabama Broadcasters Association from 1973 through 1981
· Member of the Board of Directors of Alabama Broadcasters Association from 1983 through 1989
· Chosen as one of the 50 most influential people in Colbert & Lauderdale counties in a Times-Daily newspaper readers poll in 1985