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Community Spotlight: Matters Magazine & Karen Duncan

โ€œFeaturing local people, places and things that matter since 1990โ€

By Elizabeth Moglia Jackson August 19, 2016
If you live in the South Orange Maplewood area, you most certainly have seen Matters Magazine as it magically appears in your mailbox seven times a year! The magazine is always a great source of local information - in fact, when I first moved to the area I felt like Matters Magazine was part of my welcoming package, with the articles about the friendly businesses and people in the community making this newcomer feel much less intimidated! Now, the Back to School Issue of Matters Magazine is coming out on August 29th, featuring a "SMART START" section, "an extremely comprehensive overview of preschool, private schools, after school and enrichment classes, and higher education classes!" (Note: if you are not in the delivery area you can still read the online version on their website by clicking here).

Matters Magazine has actually been part of the community for over 26 years. The Magazine is the brainchild of Publisher and Editor-in-Chief and local SOMA resident, Karen Duncan. As part of my Community Spotlight Series I spoke with Karen to learn more about how she created this local institution:

What is the mission of Matters Magazine?

Our tag line is “Featuring  local people, places and things that matter since 1990.”  We strive for outstanding journalism with integrity, accuracy and passion. And we think this shows in our commitment to the communities, our quality product and our longevity. In a world where many think print is dead we prove time and time again that locally our magazine is important and embraced by our residents. And we keep growing. Our mission is to keep that standard into the future.

What or who inspired you to start Matters Magazine?

I was searching for an idea that would allow me to work locally; to stop my commute, and I’d always enjoyed writing. Matters started as a newsletter type publication for the Maplewood Chamber of Commerce who was seeking a local voice for local businesses. It was immediately well received and it grew from there.
 
A lot of people have great ideas for businesses, but never get passed the idea stage.  How did you go from the idea of Matters Magazine to implementing your plan?

In 1989 when my first “newsletter” was printed there were no computers, no cell phones. Local communication was sparse and most local business had to rely on direct mail, which was expensive. The support was overwhelming right from the start and my first office was over what is now Coda Kitchen & Bar, which at that time was the local Video Store. I became extremely involved with the Chamber of Commerce and a tight knit group of local businesses; there was no Village Alliance then. We were grass roots, local businesses passionate about Maplewood and South Orange.

What are some of the unexpected hurdles you’ve encountered in starting the magazine?

Being a small business in New Jersey is not easy. Taxes, rent, postage are all huge financial hurdles that a small business has to handle. We continue to strive to keep our costs minimal so the maximum dollars are put into our product.
 
What are some of the unexpected rewards of starting your own business?

The rewards for owning a business are enormous. From the start I employed local residents who were seeking a lifestyle job; a flexible, creative outlet to “not working” a traditional job. The loyal, talented Matters staff has been with us for a long time; some from the start and take what we do very seriously. They love these towns and it shows with everything they do. The friendships that have come from that have been a true blessing.
 
I’m sure you have many favorite pieces and stories from the past 26 years.  However is there one piece that really sticks out? 

This is something I am asked all the time and my mind sometimes becomes a blur with the hundreds upon hundreds of stories we have covered. But I think stories that tell the history of our towns are some of my favorites; when we can pull the cover off of something that really showcases the past: Olympic Park, Asher B. Durand, Columbia’s organ or it’s pool, the founding of Ultimate Frisbee, Cameron Field, and the stunning architecture of our historic homes. When a reader tells us, “That was so cool,” I get really excited.
 
Do you have any advice to share with people who want to start their own business?

We meet a lot of “start ups” at our office seeking advertising and design ideas. We enjoy sitting with a new business venture and plotting their strategies. I am afraid the vast majority that don’t make it are because it’s too “personal” to them. They don’t see the bigger picture of who their true audience is and who will support their venture. They are under-capitalized and have an unreal expectation of the time it takes to see it through.
 
Anything else you’d like to add?

I’d advise persons with new business ideas to get involved with the community in conjunction with the launch. Working from home is convenient but isolating. Join the Chamber of Commerce, meet the other local businesses, learn what others are doing. Stay involved. Stay open to new ideas and not so rigid in your initial idea. Successful businesses evolve and grow based on the consumer’s need or perception of your product or service. Adapt.

Thanks Karen (and remember to check out Matters Magazine on August 29th by clicking here!)

*In exchange for this article, Macaroni Kid Summit Short Hills SOMA was given ad space in the new issue of Matters Magazine.  As always all opinions are my own.