There are no issues to be found on the world wide web and the Boss hates email, but you won’t find a more loyal readership or long-term clientele than at The Country Review Magazine in Murrieta. So when the magazine ceases publication this month after 22 years and nearly 250 issues, there will be a void in the fabric of our community.
I recently had the opportunity to sit down with Publisher Joan Padberg who, with late husband Brian, first rolled the presses on The Country Review well before the City of Murrieta was born. We covered a lot of ground discussing life and love; spouses, kids and grandkids; our community, politics and business. And when asked to suggest a title for this exodus piece, Padberg said “Just call it ‘The Story of Two People and a Thing’”, which would be a substantial under-service to both the people and the thing.
In 1987, following his successful marketing career with McDonalds and her successes in real estate and journalism, Brian and Joannie found themselves unemployed with a half-built home in Murrieta. Given their penchant for taking a risk, they saw a niche in their new community for a glossy publication of substance to bring customers together with the new businesses growing up around them.
Since there was no degree available in ‘running a small publication’, the Padbergs just pitched in and did what felt right. Brian, the marketing whiz, wrote articles while Joannie, the journalist, sold advertising. They soon hit their stride and the publication became the voice of the new community.
In 1989 they were approached by a writer unknown to them who offered to write a column of ‘Memories’, tales of the author’s adventures and interviews with celebrities. The writer turned out to be Bill Kelly, freelance author of over 15,000 articles spanning 40 years and numerous publications. His column helped boost the magazine to a new level of readership and remained one of the pillars of the publication to its last issue.
Twelve years ago, prompted by her own experience, Joannie saw another under-served segment of the market – women in business. This prompted the publication of the first issue dedicated to ‘Gals With Grit’, which became one of the most highly anticipated annual editions along with their ‘Mothers Day Issue’. And while there have been many issues and features she considers special, the one that is still her favorite was an issue devoted to Mothers/Daughters and Mothers/Sons in business together.
“We always saw our job as bringing people to businesses,” says Joannie. “Advertising is what drives them to your door. Once they come in it’s up to you - but you’ve got to get them in first. Today I see so many businesses that spend all their money on inventory but don’t have people coming through the door. We’d counsel our advertisers – don’t be frivolous with your credit card in the good times, keep people coming to your door even in the bad times and always have a friendly voice answering your phone.”
“I also felt it was important to promote women in the business community. Women often don’t enjoy the same networks, advantages or respect that men take for granted. Twenty years ago women just weren’t as prevalent in the business world as they are today. But I wanted to let women know there were other women out there making it as small business owners. Maybe they didn’t have a college degree but they gritted it out – many times on their own to support a family, and they deserved to be role model. They have fought for and earned respect and they have a great deal of expertise to share with other women and with the next generation.”
Looking far younger than her 7* years, Padberg is looking forward to the next chapter, the next adventure with typical optimism. After four years she is still not at peace with her status as a widow but she is remarkably at peace with herself and what they/she has accomplished. When asked ‘why now’, she misted up some while considering her answer. “It’s just time”, she finally ventured. “I’ve still got that spark, I just need to find a new focus.” For now her children and especially her grandchildren will be getting more of her undivided attention.
“I feel special because of the people who have been part of this publication and this community. I hope we’ve left some legacy in print and if we helped get just one business rolling it was worth it. Everybody should be able to do it if they try hard enough. I wish everybody could be sitting where I am today – it’s been great. And who knows. The ‘Letters to Santa’ in the last issue is getting a lot of responses. Maybe somebody will want to buy the magazine or keep it running – who knows. I love this business and this community so I might crop up in some unexpected places.”
So that’s the story of ‘two people and a thing’. But those two people, Brian and Joan Padberg, have played outsize roles in this community, and the ‘thing’, The Country Review Magazine, will be sorely missed. There’ll be an empty space on racks and counters around the Valley but our community will be left a little richer because ‘we saw it in The Country Review. Thanks Joannie.
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