100 Issues – Community is the Key
By Bruce Frankel
Reflecting on symbolic milestones often helps convey a sense of appreciation for our efforts. So with this 100th issue of Kernersville Magazine, it is a great time to acknowledge the evolution of this successful and established Kernersville publication.
Since September 2007, when the first issue appeared, a new one has hit primary area medical offices, retail shops, restaurants, and many other businesses each and every month with the circulation and readership more than doubling over the years.
As someone who has been personally involved with both Kernersville’s local businesses and non-profit organizations, I have had the pleasure to work with the executive team comprised of Michael Church, Publisher and Kary Church, Editor from the beginning on issues concerning Kernersville. Both have been actively involved in our community and are graduates of Leadership Kernersville.
Considering that eight out of ten entrepreneurs who start businesses fail within the first five years, it was interesting to discuss with Mr. Church why he thought he could succeed and start this new venture just months after graduating from Bryan School of Business (UNCG) with a BS degree in Business Studies.
“I needed a job!” laughed Michael, “I knew I wanted to run my own company, I did not want to work in a traditional office job, and I also wanted to work in multiple disciplines where I could enjoy doing a variety of tasks.”
For most, starting a new monthly magazine publishing company might seem a stretch, but it was not for Michael. While in college, he worked for two years as a graphic designer for another local area monthly magazine. And, thanks to his father, the business interest was honed by a mentor who enjoyed taking a young Michael on business calls for various types of consumer publications which the older Church represented or owned. Although at a young age where Michael might not understand all the business details and transactions, he was most impressed with his father’s consistently positive outlook. “What I learned from my Dad was that even when bad things happen, which they do, you can create opportunity by taking a positive approach to the situation.”
It was also not a surprise that the first place Michael considered to start a local monthly publication would be the town he grew up in. Despite his father’s concerns that Kernersville was not a big enough market, Michael believed there was a need in the community where a monthly magazine that focused on promoting Kernersville people, businesses, and events could succeed.
He had witnessed the significant town growth prior to the magazine launch, and believed the additional major projects in the works would add to a welcoming base to build from. Just as he was interested and proud of what was happening in Kernersville, the magazine could share and showcase the stories of community happenings, the friendliness of a faith based environment, and the hardworking business people that consumers would enjoy reading about. Equally important, the monthly magazine would give advertisers a professional, cost effective, and quality venue to reach its target market.
With attentiveness, confidence, and self-driven motivation, Michael was basically a one person staff taking on each aspect of the business required to publish and distribute Kernersville Magazine. Being an active and visible member of the business community was the logical first step, and Michael took a personal interest in understanding the people and challenges they faced.
Both the Kernersville Chamber of Commerce and the Town’s Parks and Recreation Department offered natural opportunities to create long term interdependent relationships where they have meaningfully contributed to each issue.
In addition, the ability to support the local non-profit organizations such as Körner’s Folly, Kernersville Little Theatre, The Shepherds Center, and many others was as important to Michael as it is to most local area business owners. Therefore it should not come as a surprise that over the course of the first 100 issues, Kernersville Magazine has donated over $400,000 in advertising and promotional space to these non-profit entities.
With Michael’s passion and ability to hit the ground running, he created something of value that quickly impacted the community. Confirmation came within the first two years when he received the Chamber of Commerce’s distinguished Small Business Person of the Year Award in 2009.
As young and talented professionals, Michael and Kary are always looking to improve and make the next issue of Kernersville Magazine their best issue yet. In addition to having engaging and meaningful content for readers to get the most out of living in the Kernersville area, major focus is given to the complete quality of every aspect of the publication.
Together they work with a firm aesthetic approach to make every page of every issue as visually pleasing as possible, while maintaining well written stories to showcase various aspects of our community. Their attention to detail is applied to the entire company, from the beginning where each issue is carefully thought out, all the way through to how the magazine racks are filled.
With over 50% of the advertisers being repeat clients, it is clear that local businesses see the value and effectiveness of participating in the magazine. The magazine staff works with each advertiser to make sure that every ad placement conveys the best message to assist their business objectives. Michael has also personally enjoyed working with new start-up businesses and watched them grow as his magazine has.
With their continued success, Michael and Kary launched the premiere issue of their newest publication, Winston-Salem Magazine in July of this year and they continue to explore other opportunities to maintain their competitive edge.
Fate and Family
Ironically, this 100th issue, with all the wonderful and intriguing locally featured stories that have appeared on pages over the years, the most wonderful story resulting from Kernersville Magazine, is the one of true love.
Kary Sides first learned about the magazine, and Michael Church, from being on the June 2008 cover through the place she worked at the time. After that, she began working with Michael to assist with events. Like Michael, as various tasks needed to be completed, Kary found herself more involved in the day-to-day operation, eventually moving up to the position of Editor. What neither one anticipated was that through this working relationship their love would blossom and they married last year.
Although they are both fanatically committed to working on Kernersville Magazine, it is their faith and family time that they treasure the most. Of course, that starts with the time they spend with their favorite first grader, Nathan. Michael has fond memories of growing up in Kernersville. He remembers enjoying the freedom to ride his bicycle around town when it was less developed, being a member of the first graduating class of Southeast Middle School, and achieving the rank of Eagle Scout from local troop 940. Raising their son to share their values and ethics is what matters most to Michael and Kary, and certainly there is no better place than Kernersville to make that happen.