Town&Style is commemorating its sixth anniversary, going on seven, and what better way to celebrate than with fond memories of our exciting launch? T&S has meant many things to many people since its inaugural issue in February 2011. It began from scratch in December 2010 in publisher Lauren Rechan’s home, but it hit the ground running nine weeks later, moving into its current office at 121 Hunter Ave. in Clayton. For a bit of nostalgic fun, we’ve collected memories and observations from staffers who were part of the magazine’s founding crew and are still an active part of T&S, adding innovative ideas, words and images to the publication each week.
the plunge
“I often liken starting T&S to jumping off a high dive,” Rechan says. “We set a very ambitious publishing date just a couple months after our decision to start it. Once we announced that date, there was no turning around on the diving board.”
She adds, “Those early days were such a great bonding experience, and the majority of us are still together. I’m so grateful to have had such a flexible and creative team who could go with the flow and pull together an outstanding product. And our first advertisers were supportive without even knowing what the magazine would look like. We are eternally grateful to them as well.”
Editor-in-chief Dorothy Weiner remembers it well. “We came up with the idea of starting our own truly local magazine when a number of changes occurred at our previous publication,” she says. “Lauren, the two senior advertising representatives (Wendy Jablonow and Wendy Krems) and I realized, ‘Hey, we know this business better than anyone. Let’s start our own magazine.’”
Creative director Julie Streiler says her first task for the magazine was working quickly to finalize its name and logo. “We set up all our interviews and meetings at the Clayton Companion, Starbucks and Bread Co. because we didn’t have office space yet! We also came up with the different sections and columns, such as Talk of the Towns, Bookshelf and others,” she says.
For Wendy Jablonow, it was always about the clients. “I’m very passionate about my client relationships and about doing the best for them,” she says about becoming part of T&S. “As a homegrown local publication, T&S is also passionate about its staff, supporters and the community, so it was a good fit.”
Wendy Krems waxes nostalgic about the fledgling magazine’s original ‘headquarters’ in Rechan’s home. “For six weeks we worked from her house,” she says. “It was a stream of constant planning, closing deals from her bedroom and bathroom, and driving her family nuts. There was a ton of fun and stress, but the community was so supportive!”
the fun begins
Graphic designer Jon Fogel says making the leap from freelancing to working at T&S was an easy call for him. “I knew many of the people who were starting the magazine,” he notes. “I had the opportunity to work for T&S and I knew the people were great, so I jumped on it.”
Parenting columnist Dr. Tim Jordan says stepping in on the ground floor of a new venture appealed to him as well. “I remember how excited and passionate the staff was about starting fresh,” he says. “Since then, I have always gotten great feedback about the magazine as a whole.”
Sales executive Jennifer Lyons says when she joined the staff early on, she told friends and family that T&S was “a new, fun, local publication that covers community news, education, style, health and real estate—started by leaders with deep roots throughout St. Louis.”
Photographer Charlie Barnes says of T&S: “I still don’t really know how to describe it. It’s not a newspaper; it’s not quite a magazine. It’s not really a weekly. It’s Town&Style, and it’s wonderfully unique.”
Office manager Kathy Cowhey says the publication has lived up to the expectations she held at the very beginning. “I knew it would be a good-looking, appealing magazine, produced by people who are professional but also fun,” she says. “I’ve always been very proud to be a part of it. People who read it and call in to our office are very complimentary.”
Photographer Colin Miller has fond memories of his very first assignment for the magazine. “It was a cover story on vocalist Erin Bode, who’s from this area,” he says. “We did her shoot at a restaurant in Webster Groves. The whole time I was photographing her, she was singing. I loved it!”
Homework columnist and architect Paul Doerner says writing for the magazine allows him a creative outlet that reaches beyond his normal routine. He works from photo submissions by readers asking how to improve the look of their homes, and creates drawings that show exterior updates. “It’s a fun column for me,” he notes. “Since I don’t have a client connection with the person, I can design whatever I want. There’s a kind of instant gratification—no scheduling client meetings or worrying about neighborhood issues.”
Photographer Suzy Gorman says being part of T&S opens up new creative avenues for her, too. “I’m known as a people photographer, and I live in my studio in an old warehouse north of downtown,” she says. “So the most significant thing for me has been the chance to branch out and take pictures of beautiful homes for the real estate features. I’ve gotten to know some of the coolest people in St. Louis, and I wouldn’t have otherwise.”
Sales executive Janie Sumner says that for her, T&S was a hands-on learning experience right out of the gate. “My first project was selling a Valentine’s Day ‘advertorial’ (verbiage connected to an ad),” she explains. “I didn’t even know what an advertorial was—I had to ask!”
memorable moments
Wendy Jablonow says her most memorable experience as a member of T&S involved stifling St. Louis weather and an insurmountable obstacle. “I had a meeting with clients, and the road to their office was blocked,” she says. “I had to park and walk more than a half mile in 100-degree heat. It was one of those ‘you had to be there’ moments.”
Joan Berkman, our Velvet Hammer columnist, says she has received some particularly entertaining reader questions for her column over the years. “One I will never forget was from a corporate executive who needed advice on dealing with employees who clip their fingernails and toenails during staff meetings,” she says.
Jon Fogel says the magazine’s office location provides daily inspiration, as well. “Our window looks out on the Centennial Greenway trail, with no shortage of characters traveling back and forth,” he notes. “It’s great people-watching. Many have been given names, like ‘Perfect Posture Jogger Guy.’”
Bill Beggs Jr., T&S Talk of the Towns columnist, says he’s always on the lookout for ‘creative ideas.’ “I wanted to include humorous news bits from the world at large, or at least the wider metro area,” he says. “Two examples: The woman who called 911 because her boyfriend wouldn’t give her any more beer, and the guy who took his riding lawn mower to the store to get more alcohol. For some reason, the ideas haven’t been used in the magazine yet …”
Dorothy Weiner recalls, “My craziest notion was to tell our story to Oprah Winfrey. I was sure she would be interested in a female-owned, female-run publication starting up at the worst possible time economically, against all odds. Alas, I never took the time to pitch it to her—I was too busy running a brand-new magazine!”
Pictured: Trip & Terri Straub and Mike & Lauren Rechan
Photos by Charles Barnes and Carla Falasco from previous T&S anniversary celebrations
