Stephen Kessler | Action, Fantasy and Survival – Santa Cruz Sentinel

Nearly half of my life, when I was 39 years old and been publishing for 20 years as a full-time writer I could have thanks to my father’s success in business, I walked out of my lair in the Sukwell Hills and started a downtown business. It was a weekly newspaper called The Sun that lasted three years, lost a lot of money and emerged from its misery due to the 1989 earthquake, which wiped out our modest advertising base, amongst the other commercial and structural devastations it suffered across the county. After I cleaned up the various chaos, I left town for a few years and resumed more literary endeavors.

Thanks to a capital investment I was a publisher of The Sun, but my main job was on the editorial side. The business was initially directed by Bradley Zeff, who has since achieved great success as a publisher for Monterey County Weekly. Bradley sold ads, managed the sales team, and tracked our money as it ran out, while I filled what in the trade called a “news hole,” or what fit space left on the page after the ads appeared a place. When Bradley left to start his own research, I took on the publisher role as a public front for the company; That is, a businessman. For example, I joined the Downtown Association, where I don’t think I fooled anyone, because over the years they only recognized me as a writer.

In my three years running The Sun, I’ve learned how difficult it is for nearly any company to generate enough revenue to pay rent, pay rent to employees, taxes, insurance, etc., not to mention the complex psychology of marketing and reasons for merchants to decide where to invest or not to invest in advertising.

Although I was in journalism more than a for-profit venture and was busy arguing about the book, editing stories, putting out fires, dealing with inner drama and with angry readers who rejected our independence, somehow I also absorbed a lot about what it meant to build a business. I haven’t tried anything like this since – not as a publisher anyway; It is very difficult.

But I learned what it takes to run a store, and just as importantly, to make a profit, and when I see what the pandemic has done to the economy and individual companies, I marvel at the nerve and determination that people require to keep their projects running, to pay their workers wages, pay rent, sterilize everything in sight. Signs, glass partitions, and outdoor table heaters burn fossil fuels and emit greenhouse gases – all of which cost a fortune with little or no income. Under what was previously normal conditions, you’ll need to sell loads of meals, tchotchkes, socks, or cookies to bear the rent on Pacific Avenue. Now it seems almost impossible.

But entrepreneurs, if they are not forced to withdraw, they somehow go crazy and figure out ways to keep their doors open and their customers safe and serviced, and they deserve our admiration, gratitude, and our patronage for keeping them going until the economy starts to roll around. Nobody knows when that will happen, but someone familiar with the local business scene told me he is optimistic that once everyone vaccinates (but what about anti-vaccinators?) Our economy will bounce back as students and tourists at UCSD inundate. Streets.

I hope this vision of renewal will materialize, and that what remains of our town’s small businesses can last long enough to catch waves of returning customers and boom as the economy comes to life. Bradley used to tell me about successful business creativity. Now I understand how imagination is such a vital part of management as anything that is clearly entrepreneurial.

Stephen Kessler’s column appears on Saturday.

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