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On any December day in 1994, a lone figure could be seen urging a hand truck stacked with Maine's first dedicated business publication, then called BIZ, over the cobbled streets of downtown Portland, handing his fledgling newspaper to potential advertisers and readers. It was old-fashioned shoe leather selling, and Jon Whitney, founder of what is now Mainebiz, is remembered fondly. “He's the real thing,” current Mainebiz Publisher Donna Brassard says. “He wheeled and dealed.”
Whitney started the publication from his living room with $1,500 of his own money. He grew it to $400,000 in billing and modest profitability before selling it to what is now New England Business Media in 1998.
“I was looking for an exit. I was just paying my personal bills, and put all the money into the company,” says Whitney. “But I traded a lot so I ate really well and always went to the theater.”
Mainebiz sat down with Whitney at a café in Bridgton, near his hometown of Harrison, where he sells real estate and keeps his toes in publishing with local business and real estate brochures. An edited transcript follows.
Mainebiz: How did you get started in publishing?
Jon Whitney: I was a journalism major at the University of Maine in Orono. But I ended up on the sales side. I knew I liked doing advertising and sales, and I liked print newspapering. So I hooked up with a guy who was just starting desktop publishing. He had a Mac and was publishing a couple little shopper-like papers. So I did a little shopper in the Old Port for Christmas in 1989 and made money from the ads.
MB: How did you get the idea for what later became Mainebiz?
JW: By 1994 I was looking for something else to publish. I thought the Portland area and southern Maine could use some kind of a business publication. The job the Portland Press Herald was doing, well, I won't characterize it, but I thought there was room for improvement with a publication devoted to business news and information.
MB: What was the business environment like?
JW: When I started this magazine, I was not well-connected in Portland. But when I would talk with people I knew, like commercial real estate people or a banker, I got encouraging comments that they might support it if I started it. I started with $1,500 to put a prototype together and literally knocked on doors.
Our first issue was in December 1994. I sold something like $6,000 in [advertising] and made a little money on it. And then I did it again. I always felt I was successful because I was willing to eat oatmeal for a couple years. I always paid myself last. As long as I kept my bills and help paid, that's all I really cared about.
MB: Describe the early days of BIZ.
JW: When I put that first issue together and subsequent ones, I did it on my living room floor. I had a waxer and ran to Kinko's all the time because I'd mess something up and had to reprint it, then cut it, wax it and paste it on a board. Then I'd put all the boards in a box and run down to Manchester, N.H., to have the thing printed. It was like the Stone Age compared to now.
MB: How has the news business changed over the past 20 years?
JW: We were right on the cusp of using the Web and email. I can remember we had dial-up service that made 'bree-bur-urk-shhh' noises before you'd get connected and download an image, and not even a moving image. Now almost everything is done by electronic file. The way we put the magazine together was probably closer to how Gutenberg printed the Bible.
MB: How do you feel about Mainebiz now?
JW: While the technological tools have changed, I'm not sure the news business has. You want to know how people make and do things, how much they cost, where the profit is, and who is coming up with new ideas. The need for Mainebiz today is the same as when I first started.
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Mainebiz presents a 20-year retrospective of doing business in Maine
Mergers and regulations: Two decades of change in banking
Health care crossroads: Rising costs coupled with need to be affordable
Oil, propane expected to remain stalwarts as Mainers try new energy sources
Growth engine: Faster broadband seen as essential for Maine's economy
Forest products industry puts $8 billion into Maine's economy
Know your farmer: Locally sourced food trend buoys Maine farms
An industry, changed but still viable: One man's tale of Maine manufacturing
Groundfishing aground? The rise and fall of Maine's offshore fishing industry
Decades of tide changes: Investments help Bath Iron Works maintain its shipbuilding prowess
Reflecting on 20 years: Other 20-year-old companies look back
Mainebiz presents a 20-year retrospective of doing business in Maine
1994: In December, the first issue of BIZ, the predecessor to Mainebiz, hits the streets published by BIZ Publications in Portland. Jonathan Whitney and Eric Obery are the company principals, and Shirley Jacks is editor. Started in Whitney's house, the publication's first formal office was in the former Maine Bank and Trust Building at 465 Congress St.
1998: BIZ changes its name to Mainebiz, adds four-color covers.
1999: Donna Brassard takes over as publisher in January. Jonathan Whitney becomes associate publisher. Mainebiz, with sales of about $400,000, is sold for $250,000 and becomes a division of Worcester Publishing Ltd. First editorial and sales staff hired. Publication expands focus statewide.
2000: Business Leaders of the Year awards begin recognizing outstanding executives. Eight pages of color introduced. Mainebiz goes biweekly. Scott Sutherland takes over as editor in January 2000 until the spring of 2004. Company moves to 413 Congress St.
2001: First website launched.
2002: Mainebiz breaks even financially, moves to 30 Milk St.
2003: Next List starts naming entrepreneurs to watch.
2004: Michaela Cavallaro takes over as editor in mid-2004 until the end of 2005.
2005: Sean Donohue becomes editor at end of 2005 until end of 2006.
2006: Print edition redesign. The Daily online newsletter introduced in September with 500 subscribers, which have grown to 10,000 in 2014.
2007: Worcester Publishing sold Mainebiz to New England Business Media, comprised of former Worcester Publishing managers Peter Stanton (now CEO) and Joe Zwiebel (now president, group publisher). Company moves to 2 Cotton St. Taylor Smith becomes editor until fall of 2008.
2008: Website relaunched. Carol Coultas takes helm as editor in the fall of 2008 until April 2014.
2009: Mainebiz Sunday TV business news show starts with NBC affiliates WCSH6 in Portland and WLBZ2 in Bangor, and lasts until 2011. Mainebiz also starts recognizing promising businesswomen with the Women to Watch awards.
2010: Momentum Convention starts. On the Road events around the state begin.
2013: Print edition redesign, size reduced from tab to newspaper magazine format. Color available on every page. Black and white rate card disappears. Company moves to 48 Free St.
2014: Peter Van Allen becomes editor in May 2014. Mainebiz staff reaches 12, revenue is $2 million, print circulation is 9,000 subscribers with 30,000 pass-along readers, and website has 30,000 unique visitors monthly. The Daily has 10,000 subscribers.
SOURCE: Mainebiz
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Work for ME is a workforce development tool to help Maine’s employers target Maine’s emerging workforce. Work for ME highlights each industry, its impact on Maine’s economy, the jobs available to entry-level workers, the training and education needed to get a career started.
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