After more than 20 years in the publishing business, John Dennis, president of NorthBay biz, announced his departure from the magazine in late September.
“After 21 years with the magazine, as an owner for 17 years and later as president, I am saddened with the departure because it also means that I won’t be seeing the many friends and business associates I’ve gained over the years quite as much as I have in the past,” he wrote in a statement on LinkedIn.
The magazine, originally named Sonoma Business, was launched in 1975 by three local journalists. Dennis and two business partners, originally from Chicago, purchased the magazine in 2000, and from the start, their intention was to continue the magazine’s well-established history.
Though the partners had experience in the newspaper business, running a magazine was a new operation. “It was exciting and terrifying all at the same time,” Dennis recalls. “We were completely in uncharted territory. We rented a place in Bodega Bay because Realtors wouldn’t rent [property] without viewing it first, so we rented a vacation home for eight months. With commuting every day and attending business events three to four days a week, the days were long. Then, we’d get home and discuss moves for the business,” he says. “We ate, drank and slept with the magazine on our minds—we wanted local, original and compelling stories.”
Despite the challenges of those early days, there were some laughs along the way. One memory that stands out for Dennis is a photoshoot in Bodega Bay for a cover story. “We would try anything to get the shot we wanted,” he says with a laugh. “I don’t remember whose idea it was, but I got elected to go surfing in my business suit—tie and all.” (The suit survived the photoshoot, courtesy of a good dry cleaning.)
In 2002, the partners agreed to expand the magazine to Marin and Napa counties. In November that year, the magazine launched its first issue with a new name—NorthBay biz—and a new masthead. How the new name, look and focus would be received by the magazine’s long-established readership was a concern, but it proved to be unfounded. NBb readers embraced the magazine’s broadened focus—they wanted to know what was happening in business throughout the North Bay.
Like any business, there were challenges along the way with the expansion. “During the time, it was difficult expanding seamlessly into Marin and Napa, along with adding four bonus issues, but it was an exciting accomplishment as well,” says Dennis. Navigating the 2007-2008 recession as a small family business was another highlight of his career. “The recession hit us very hard. As owners, we made the decision to do all we could to retain our employees and maintain their pay. It was a painful time financially, but we made it through with all of our staff whole.”
Another significant milestone in the magazine’s long-established history occurred on November 9, 2017, when it was purchased by Amaturo Sonoma Media Group. Dennis remained in his role as president of NorthBay biz to smooth the way for the transition over the past several years.
In the months ahead, Dennis will be working on a consulting basis with the magazine. In the meantime, he’s on the road, traveling with his wife, Parveen. “After 42 years of working without interruption, I’m only looking out to the near future,” he says. He and Parveen recently purchased an RV and plan to explore Bryce, Zion, Grand Canyon, Sedona and Palm Springs with some stops in the Central Valley along the way for wine tasting. As for his second act, John laughs. “As Parveen likes to say, I do have a hard time sitting and relaxing. I have some future business ideas, but that’s for another day.”
