Happy Anniversary SDFM!
1982 - 2007
In its 25 years of operation, San Diego Family Magazine has seen different formats and logos, but the publication has never strayed from its mission of enhancing the quality of life in San Diego County.
From its humble origins as a black and white, tabloid-style newspaper, the goal has been to “provide educational articles, resources and information with a focus on family issues.” Every article, every advertisement is geared to benefit parents and children in some way.
In 1985, Sharon and Larry Bay took over the three-year-old magazine from founders Linda Pederson, Robbie Elliott, Stephanie MacDiarmid and Lynn Cook.
For Sharon, busy mom of two kids, Mike and Michele, managing the small but growing publication seemed like the perfect part-time job.
“They told me it was 15 hours a week, but they forgot to say that was for..each,” she says.
Formerly a teacher, the first year was a learning process for her. From the start, she looked at what readers liked about the magazine and how it could become even more useful to them.
“What has grown is the [thickness] of the magazine,” Sharon says.
She calls San Diego Family Magazine a community resource for both advertisers and families. Parents find services they need, while business from local consumers supports merchants.
Over the years, the magazine has expanded, special editions such as the annual Out and About guide and All About Babies have been developed, and the content has changed to reflect contemporary concerns and trends.
“Life as a parent nowadays is much harder, there’s so much more going on now than there was 25 years ago,” Sharon says. “My goal is always to be the resource for San Diego County families.”
Maria Connor is a freelance writer from Tierrasanta.
Behind The Cover
By Maria Connor
Twelve times a year, the staff members of San Diego Family Magazine face the task of assembling another issue. Keeping in the mind their mission to bring together families and businesses, each magazine has two components that must be considered: advertising and editorial.
The advertising representatives, Tony Andrews, Giovanni Baldan, Ramona Warner and Jerri Will, work to find new merchants and innovative services that will benefit San Diego families. Over time, the magazine has developed specialty listings that regular readers know to watch for, such as Fire Up For Camp and Spring and Fall School directories.
On the editorial side of operations, Publisher Sharon Bay works with Editor Kirsten Flournoy and a team of writers to generate timely, informative, helpful articles that parents will enjoy reading and using. While stories may reflect a national trend, the angle is always close to home. By using local experts or professionals, they become a resource for readers.
Behind the scenes are several dedicated staff members who help pull all the elements together. Susan Bergeson designs the layout and graphic content of the magazine. Her job is to make sure the covers are eye-catching, while presenting the information in an easy to read format. Rik Thiesfeld designs the advertisements and maintains the website, another valuable resource for community members. Keeping up to date with current events around town is Jenny Burman, the Community Connection and Calendar editor. Francine Dockter helps with accounts receivable and graphics.
Once the magazine comes back from the printer, Linda Bay oversees distribution to make sure locations all over San Diego County are stocked.
The next time you pick up a copy, take a minute to look it over. There are monthly columns, a calendar of events, services ranging from rentable inflatables to kids’ camps, tips and information, courtesy of the team at San Diego Family Magazine. And it all comes to you FREE because of the advertisers. Make sure to tell them you saw their ad when you patronize their business or service.
What Staffers Have to Say
It’s not just a mommy and infant magazine anymore…it truly has expanded, covering many topics, also reaching to teens.
—Giovanni Baldan, Rancho Penasquitos, marketing since 1994
Being curious and asking myself questions about things that are going on around me usually gets me interested in something, and then I usually figure if I’m interested in it, chances are someone else will be too.
–Louise Julig, Encinitas, contributing writer since 2005
Settling into a new community is always a challenge, and San Diego has many coming and going military families. A magazine like this is a great way for new arrivals to learn abut the area.
—Maria Connor, Tierrasanta, contributing writer since 2006
Long before I wrote for SDFM, I was an avid reader. I loved the magazine and felt like it was a true partner in my parenting experiences.
–Kerri Mabee, Temecula, contributing web-watcher since 1999
When I find great places to visit...SDFM is a perfect venue to share that info with others.
–Elizabeth Berg, San Carlos, contributing writer since 2005
Gathering stories of family life in my hometown is an honor; with each article I write, I hope to build connection between San Diego parents.
–Ondine Brooks Kuraoka, San Carlos, contributing writer since 2004
[Being part of the SDFM team] is like being part of a family and having a responsibility in maintaining that family structure. It has to be nurtured by all of its members.
—Rik Thiesfeld, Temecula, ad and web design since 2001
Through a wide array of writing assignments, I am always reminded of what wonderful people live in San Diego and what a great place it is for families.
–Cynthia Boman Thompson, currently Portland, Ore., formerly Rancho Bernardo, contributing writer since 1991
I think the magazine is popular because it is extremely relevant to parents with children of all ages. Not only is it relevant, but it keeps up with the times while maintaining a conservative family ideal.
–Tony Andrews, San Carlos, marketing since 1993
It has something for everyone. We have information for moms and dads of children of all ages, all incomes and all areas in San Diego.
—Jerri Will, Rancho Penasquitos, marketing since 1986
In a world of so many unknowns, San Diego Family Magazine provides readers with predictability.
–Susie A. Schwarz, Carmel Mountain Ranch, contributing writer since 2001.
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