Home' Local Media Today : February 2006 Contents SUBURBAN PUBLISHER
An Official Publication of
Suburban Newspapers of America
Suburban Publisher is published by
SNA, the only non-profit trade
association in North America that
specifically represents the needs
and interests of suburban and urban
SNA Mission Statement: SNA is a
professional organization that rep-
resents and supports the suburban
newspaper industry through leader-
ship, education, promotion,
research and the advancement of
Suburban Newspapers of America,
116 Cass Street
Traverse City, MI 49684
Web site: www.suburban-news.org
SNA Officers & Directors
Chairman of the Board
Enterprise NewsMedia, LLC
First Vice President
Second Vice President
Community Newspaper Holdings,
Recorder Community Newspapers
Publishing & Distributing
Immediate Past President
Fort Washington, PA
Nevada County Publishing Co
Grass Valley, CA
Cape Girardeau, MO
Eden Prarie, MN
Washington Suburban Press
Antelope Valley Press
Journal Community Publishing
Group, New Berlin, WI
South Philly Review
Quad City Times
President, Nancy Lane
Vice President, Al Cupo
Advertising & Membership Relations Director
Marketing Manager,Kim Cole
SCAN Manager, Deanna Lewis
SubPub Editor, Deb Shaw
Operations Mgr Bonnie Pintozzi
Headquarters Manager Sue Murchie
Membership Manager, Valerie Donn
Communications Director, Clara Cherry
Who is Melanie Larson?
I am a native Tucsonan, loyal part-
ner, friend and community leader. I
come from a family filled with love
and support, and though we did
not have much money while I was
growing up, I was always taught that
if you work hard, you can achieve
anything. Despite my personal
hardships, including the loss of my
graphic design business -- and my
only source of income -- after my
divorce, I have found that to be
How did you get into the newspa-
After I got divorced in 1991, I was
left with a house and two children,
but without my business or any
source of income to support them.
At the same time, the first of several
recall elections was occurring in the
community in which I lived. Two
separate newspapers were covering
those elections, and since I had an
extensive and successful advertising
background, I asked the owner of
one of the newest of those publica-
tions if she needed someone to help
with advertising sales. Within a cou-
ple weeks we were partners, and 14
months later my life partner, Terry,
and I bought the publication and
haven't looked back since.
What do you like most about the
I love the fact that the EXPLORER
Newspaper can really help the com-
munity have a voice so it can grow
and prosper. I have also had the
pleasure of meeting some of the
most wonderful and interesting peo-
ple that I'm sure I would have never
met had I not been in the newspa-
What do you like the least?
I don't like it when people think they
can be rude or downright mean to
myself and my staff simply because
we told the truth in one of our sto-
ries, or they didn't agree with some-
thing we wrote.
When the well runs dry, how do
you recharge the spark?
I love to go to the mountains to get
away from the phones and other
pressures of the business. It gives
me some time to be quiet, rest, and
just time to think.
What do you know now that you
wish you knew when you started
in this business? About 100 million
things! I've learned that people
aren't always what they appear to
be and that you have to be careful
about the alliances you make.
The only thing I know for sure
about the business of running
newspapers is... You need to be
flexible, you need to watch for differ-
ent trends, and you have to be
proactive to beat the competition. I
also know that being independent is
better than being owned by a group
because it allows you to be more
flexible in meeting the needs of the
community we serve.
Who/what is your major influ-
The community the EXPLORER
serves is my biggest influence. We
serve such a fast-growing communi-
ty that often struggles to define
itself, and we provide that communi-
ty a medium to do that.
The world would be a vastly bet-
ter place if only people would...
Lend a hand to just one person who
needs help. If each person did that,
think of how much better this world
What three accomplishments are
you most proud of?
That my sons have grown up to be
such wonderful young men, that the
EXPLORER has become such a
successful publication, and that I
have used my resources to make
the community a better place.
No one is better than I am when it
Encouraging others to become more
involved in their community.
I still can't quite get the hang of...
The dynamics of the newsroom.
If you could have dinner with any-
one, living or dead, who would it
John F. Kennedy. He was not only
an enchanting man, but he had a
great vision for the world to be a
If you couldn't be a newspaper-
woman, what would you like to be
If I had enough money, I would start
a non-profit organization to help
those less fortunate get back on
their feet and then give back to oth-
ers so it perpetuates itself.
What do you do for kicks?
I love to ski, shop, go to the theater,
and spend time with my friends and
Melanie Larson is president & pub-
lisher of Explorer Newspapers, Inc.
in Tucson, AZ.
She is reached at 520-797-4384, or
“you have to be proactive to
beat the competition”
SNA will once
ings with retail
media buyers (i.e.
Home Depot, JC Penney, Petco, Sears,
K-Mart, Michaels, etc) during the annu-
al RAC Conference in Chicago on
February 8 and 9. To register for the
RAC Conference and take advantage of
the great programming and networking
opportunities, visit www.rama-nrf.org.
The complete conference schedule,
hotel information and registration forms
are available there. SNA is a major
sponsor of RAC this year. As always,
SNA will cover the cost of the round-
A list of confirmed media buyers can be
found on page 5 in Nancy Lane’s head-
Contact Mike Mall, SNA's Advertising
& Membership Relations Manager at
(410) 679-0720 for details and to sched-
ule your slot.
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