PUBLISHER’S MESSAGE

Boostin’ Business

A few weeks ago the phone rang.

On the other end of the line was a local businessman who asked if we could meet in his office first thing the next morning to discuss advertising. “Sure, I’ll see you there,” I said. After sitting down with him to talk about his marketing objectives, I began to realize that he was in a very unique business that served a non-local clientele and was unlikely to benefit by advertising with us. “I would love to work with you, but, frankly, I am not really sure how this will help grow your company,” I shared. But he pressed, “Please go on— what are your rates?”

What happened next was truly one of the most remarkable and touching moments of my career so far. After revealing the rate for one of the display ad sizes he reached over the desk and tapped his index finger on the magazine. “Okay, I’ll take that one. But, it’s not for me.” Responding to my bewidlered expression, he went on to explain, “I want you to choose someone who needs a boost and give it to them. And, promise me that you will not tell them I was the one who had paid for the ad space. That’s very important, and it will have to be a condition of our agreement.”

“Okay... but why are you doing this?” I asked skeptically. Looking up from the check he had been writing, he launched into a ten-minute-long discourse about how much he loved our community, and how it had supported him and his business through thick and thin over the years, and how much he believed in the magazine and wanted to support us, too. He said, “Now I can help you, and you can help somebody who needs a boost.”

There was that word again, “boost.”

He continued on, “I help you, you help them, they will help somebody else. It all goes around and comes back a hundredfold, you watch.”

I left that meeting with my head spinning and the newfound responsibility to make a phone call. Who did I know that could use a boost? Although there were so many worthy choices, one in particular came to mind. I picked up the phone, mindful of my duty to not reveal their benefactor, I said, “You’re not going to believe this, but I have some really great news for you today…”

We are fortunate that our area has had so much national recognition for being “The Happiest Place” and “The Best of This and That,” but these designations fail to tell the whole story—that our beautiful Central Coast would be nothing without its people. At this time, I would like to take the opportunity to thank everyone who continues to provide our boost. To those who had a hand in producing this issue of SLO LIFE Magazine, and especially to our advertisers and subscribers, I say, “Thank you.” We would not be able to do it without your help, nor would we want to.

Live the SLO Life!

Tom Franciskovich tom@slolifemagazine.com