Roz Varon Salutes Literacy

This is a sporadic series which allows me to wax nostalgic on a series of ads I ran for the Newspaper In Education program while I was at Lerner Newspapers.

When I was selecting celebrities to pursue as spokespeople for the NIE ad series, I was always looking for big Chicago names.  At the time, Roz Varon had over 20 years of radio and television exposure in the Chicago area (and she is still going strong).
Varon is perhaps most known for her work in traffic reporting, but she has also been a news reporter, as well as a radio and tv host.  She is very well known to Chicago tv viewers and radio listeners of all ages.
I was proud to get Varon, because of her Chicago fame, but also because she was born and raised here and has never strayed (although she has appeared on national programming).  Plus, I was a big fan (still am).  Adding all of these factors makes Varon the perfect spokesperson for the literacy campaign.  I have never had the pleasure of meeting her, but from all accounts, she is very nice.
Shortly after the ad ran, it was announced that Varon had breast cancer.  Fortunately, years later, she is a breast cancer survivor!

Reading can take you places beyond your wildest imagination.
--Roz Varon as quoted in the NIE ad series in Lerner Newspapers in 2004.

Marshall Brodien Salutes Literacy

 This is a sporadic series which highlights the celebrity-filled literacy ads I ran for the Newspaper In Education (NIE) program we had at our local schools.

When I started the NIE literacy ad series at Lerner Newspapers, my goal was to increase awareness to the program by using local celebrities as spokespeople.  After I landed a few celebrities and the series was on solid ground, I really started to have fun with it.

Especially for Chicagoans, few people evoked memories of fun more than Marshall Brodien.  Whether as Wizzo the Wizard or as himself selling decks of his famous TV Magic Cards, Brodien entertained millions of children (and adults) for decades.  I knew having Brodien appear in our ads would really spark an interest with the parents who grew up watching him on the various Bozo shows.
Brodien was pure class whenever I talked to him at the time.  He offered some free magic products for the program, too.  He gave me plenty of his time and was happy to be part of the program.
Our Graphics Department produced a whimsical ad featuring his dual persona.  It was colorful, kitschy and very 70's.  It was everything I wanted it to be.
So was the response.  Parents loved seeing their childhood favorite again.  Students were also drawn into the ad.  The ad brought a lot of attention to our literacy program.
When I called Brodien later to tell him how successful his ad was, he seemed genuinely touched.  I swear he even got a bit choked up.  For a man whose life was focused on magic, this was one more magical moment!

Read to discover the secrets hidden within books.
--Marshall Brodien as quoted in the NIE ad series in 2004

Stacey Ballis Salutes Literacy

This sporadic series spotlights the literacy ad series I ran while at Lerner Newspapers.

While running the NIE (Newspaper In Education) ad series, I tried to get celebrity spokespeople from all fields.  It was always especially nice when I could get a local, published author to appear in an ad.
Such was the case with Stacey Ballis, who had just had her debut novel Inappropriate Men published.  Ballis was born in Chicago and had an impressive literary record.  I was very excited about having this fledgling author appear in our ads.  Since then, Ballis has had three more books published, including her latest, Spinster Sisters.
This ad received a very nice response from the students in the program, especially the girls.   It accomplished everything I had wanted.
A couple years ago, Ballis started a blog, The Polymath Chronicles, which is a collection of interesting pieces.  As a self-described polymath (look to her site for clarification), she has a lot to offer and she likes offering it to her readers!
I appreciated Ballis participating in the ad series back then.  Someday maybe I will meet her at a book signing and thank her in person.

Storytelling is one of the most important traditions in human history.  Our stories bind us together as people, and have the power to cross boundaries of culture, race, religion and politics.  Reading about someone else's experiences can illuminate our own lives and give us hope, joy and the possibility of understanding.  Read, and you become connected to the world!
--Stacey Ballis as quoted in the NIE ad series in 2005

Jenny McCarthy Salutes Literacy

This recurring series spotlights the Literacy ad series I ran while at Lerner Newspapers.

Since I had virtually no budget, no help and no support, when I was running the NIE program at Lerner Newspapers, I was allowed a bit of freedom (as long as there was no cost attached). I started the NIE literacy ad series and I went after whatever celebrities I wanted. Sometimes the challenge of getting someone was half the fun.
I really didn't expect Jenny McCarthy to agree to appear in the series, but she did. On the other hand, I always was surprised with each new celebrity on board. Still, landing McCarthy was a nice boost for the ad series.
McCarthy had just come out with her book, Belly Laughs. We used the ad to promote her book, while she promoted literacy.
This was going to be the start of a great relationship with McCarthy's agent and PR firm. They liked the ad series and what we had to offer. We obviously liked the possibility of other celebrity-author appearances in our ad series.
Unfortunately, this was one of the last ads I ever ran at Lerner. Once the evil empire (aka Pioneer Press) took over, they weren't too excited about anything done under the old management.
It was really hard for me to take. As much as I joke, I worked hard to make our NIE program a success. Just when it really started to get recognized and show results, it was ended.
It was almost 6 years ago and it still saddens me. I must not look at the negative side though. I had a lot of fun, worked with a lot of celebs and did a lot of good for students in our area.

Learning to read is well worth the effort--it's fun and can lead to great success in life.
--Jenny McCarthy as quoted in the NIE ad series in 2005

Richard Roeper Salutes Literacy

This recurring series spotlights the Literacy ad series I ran while at Lerner Newspapers.

Like me, Richard Roeper is a native of the south side of Chicago. He was born and raised in Dolton (IL) and attended Thornridge High School and Illinois State University. He began working as a columnist for the Chicago Sun-Times in 1982.
Roeper gained national fame when he teamed with Roger Ebert on Ebert and Roeper at the Movies. Roeper also has written several best-selling books.
I approached Roeper about appearing in our Newspaper in Education (NIE) literacy ad series. Although technically we worked for the same company, it was a bit unusual to have any sort of cross-promotion between the newspapers.
I explained the concept and the value he would bring to the program and Roeper agreed fairly quickly. It was a big deal to get Roeper, especially at this time, since he was gaining national exposure and popularity each day.
Roper's ad also features a plug for his book 10 Sure Signs a Movie Character is Doomed. Adding the book plug obviously was an extra incentive to appear in the series, but it was also a way to get some current pop culture into our newspaper.
Roeper was a local guy who gained national (and international) fame. Getting him for the ad series added a lot to the ad series.

I didn't get on an airplane until I was 17 years old - but as a child I traveled all over the world and I traveled through the magic of reading. Books took me to places and introduced me to characters that continue to live in my imagination, and to this day, reading is as integral to my daily routine as breathing and walking.
--Richard Roeper as quoted in the NIE ad series in 1994

John Paxson Salutes Literacy

This recurring series spotlights the Literacy ad series I ran while at Lerner Newspapers.

When an old blowhard of a GM handed me the Newspaper In Education (NIE) program to run, I was not happy, but I had no choice. I also had no budget, no resources and virtually no help. I started to run a series of ads in our newspaper to promote the program. (Even that was a hassle in our troubled company.) Still, I forced the issue and got the ad series going.
I solicited well-known Chicagoans to appear in the series. I knew this would raise awareness and it did. The series was quite successful. I am still amazed at some of the people who appeared.
John Paxson is a Chicago sports legend. The Chicago Bulls won three straight championships with Paxson sharing the backcourt with Michael Jordan.
Paxson is perhaps best known for his game (and series) winning shot in the 1993 NBA Finals. Paxson sank a three point shot against the Phoenix Suns with 3.9 seconds left to give the Bulls the lead and their third consecutive title.
After Paxson retired, he has been an assistant coach, an announcer and held various executive positions for the Bulls. While he hasn't enjoyed the same success he did as a player, Paxson's place is well-secured in the history of the Bulls.
The ad design for this was simple, yet effective. Paxson was pictured making his big shot and as the Assistant Vice-President. The duality conjured thoughts of success, progression and contrasting roles, along with simply being visually appealing. In retrospect, maybe we should have added three small NBA trophies in the lower left white space.
Adding Paxson (and his three NBA titles) was excellent for the ad series. He is a highly recognizable champion.

Reading is invaluable because it inspires our thoughts, ideas and imagination. To pick up a good book or to read a favorite author is one of the true joys in life.
--John Paxson as quoted in the NIE ad series in 1994

Ramsey Lewis Salutes Literacy

Ramsey Lewis is a jazz music composer, radio personality and Chicagoan. Lewis has 5 gold records and 3 Grammy Awards. He truly is a music legend.
When I approached Lewis about appearing in the NIE ad series for Lerner Newspapers, he worked for WGN (part of the Chicago Tribune company), while Lerner was owned by the Chicago Sun-Times. Despite the fact that it was technically a competitor, Lewis quickly agreed to be part of the series. The cause was bigger than the company rivalry.
It was an honor having Lewis appear in our ad series. Having people like Lewis gave the NIE ad series instant recognizability and added credibility.
I also give credit to Christina Royston (now at the Sun-Times). Royston really did a beautiful job with this ad. It was definitely one of her best efforts.
As always, I give extra credit to Laurie. Without Laurie's input, this ad series would have failed miserably.

Until I could afford leisure travel, books were my window to the world. I still visit places, cultures and interesting minds through reading.
--Ramsey Lewis as quoted in the NIE ad series in 1994

Kenny Williams Salutes Literacy

Kenny Williams played 6 seasons of major league baseball, including his first 2 with the White Sox. To most, Williams will forever be known as the GM of the 2005 World Series champions. To me, I will always be grateful that he appeared in the NIE ad series I ran while at Lerner Newspapers.
I was fortunate enough to get someone from every Chicago team, except for the Cubs (although Lerner actually covered them). Nobody thought I would get Williams, because he was with the south side White Sox and Lerner was a north side newspaper (that covered the Cubs).
Williams actually responded positively and quickly. He included the quote, an 8x10 and a quick note. It was a very nice gesture from him.
Now, years later, I might agree with some when they criticize Williams for some of the moves he has made. However, I will always have a good thought about this man who helped out a great cause.

If you have asked yourself the question-
How will I make my mark in this world?
Let me help you get started.
Step 1.-Read, understand and apply!
---Kenny Wiliiams, as quoted for the NIE ad series in 1994

Bob Sirott Salutes Literacy

Bob Sirott grew up in the Albany Park neighborhood of Chicago (right in the heart of Lerner Newspapers territory). I grew up listening to Sirott on WLS radio and later watched him on the various morning tv shows that he hosted. Sirott is a big fan of the Chicago Cubs and a long-time softball player.
Sirott is a local guy who succeeded but stayed pretty much local. He has worked for CBS, WMAQ, WGN, WTTW and Fox in Chicago. How has he missed ABC? He has been successful everwhere he has worked.
I was happy to land Sirott for the NIE ad series. He was a perfect fit. Sirott is Chicago. He knew Lerner Newspapers and the readers definitely knew him. His career spanned generations, from the parents who listened to him play songs in the '70's to younger fans who watched him on tv for many years.
Later, I also managed to get his wife, Marianne Murciano (also a veteran of the Chicago airwaves) to appear in the series. If the series had still continued, I am sure I would have sought Judd Sirott, Bob's nephew and a local sports announcer.

Emo Philips Salutes Literacy

Emo Philips is a comedian who was born in Downers Grove (IL), just west of Chicago. His comedy is offbeat to say the very least.
Philips was a popular comedian in Chicago, appearing regularly at various comedy clubs. He had recorded a few comedy albums and had done some acting, too.
I thought Philips was a longshot to appear in our NIE ad series at Lerner Newspapers. Of course, at that time, I thought all of my prospects were longshots, although Laurie pushed me to take those longshots
Sportswriter Rick Telander was my first attempt and my first success. As I waited for our graphics department to put together Telander's ad, I sent out a few more proposals.
Philips responded very quickly, in his own quirky style. Inside the envelope were a few handwritten index cards, each with a different quote about reading. I would have loved to incorporate these index cards into the ads, but I don't think the humor would have come through. Plus, simply putting together the regular ad seemed challenging enough for our graphics department. Instead, I ran each quote on a different week, for a month full of Emo!

Yes, April of 2003 was Emo month. I received a handful of emails about this ad. That is a handful more than most other (non-NIE) ads received.

A 'Salute to Literacy' quote from Emo Philips.

Happy Birthday Laurie

Most of the ads in the NIE ad series featured local (or national) celebrities. One notable exception was the NIE ad featuring Laurie, who happens to be celebrating a birthday today.
Laurie was a vital player in the NIE ad series.
After I developed the concept, our graphics department did as little as possible with the ad. Quite frankly, the first 3 ads looked horrible, embarrassing even. The series would have died if Laurie had not intervened.
Laurie was the Editor of the largest (and most successful) newspaper Lerner had. Knowing how important this project was to me, Laurie stepped in (unsolicited and unbeknownst to me) and somehow managed to get one of the ads redone in almost breathtaking fashion. From that point on (sometimes with more cajoling from Laurie), the ads looked very good, sometimes even awesome! Laurie truly saved the ad series.
After Laurie's intervention and after the series started gaining momentum, I really wanted to get Laurie to appear in an ad. I knew her readers would love it. I also wanted her in the ad because she really got it and supported it. Laurie loved the printed word, be it newspapers or books.
Laurie's NIE ad sparked a lot of conversation within the office. First, let me state that I love every aspect of the ad. Her quote was a great quote, but some staffers (small brains) did not understand it. Maybe that shows the effectiveness of her quote. It got people talking and thinking. I think the actual quote was one of the best, even topping some literary professionals who appeared in the ad series (all of whom Laurie edited).
Laurie was the only Lerner staffer to appear in the NIE ad series. (Surprisingly, with my ego, I did not put myself in an ad.) I think that is fitting, as Laurie was so instrumental in breathing life into the series. She also had a loyal and rabid following.
Thank you, Laurie, for taking the underachieving NIE ad series and making it into a winner. Thank you for all of your input and work on it. Thank you, too, for agreeing to appear in the series.
Oh and Happy Birthday!

Steve Trout, NIE and an Ad

When I was running the NIE program at Lerner Newspapers, I did whatever I could to promote the program. Since our budget was literally zero, I relied on advertising in our newspapers. Aside from the Lerner Salutes Literacy ad series (mentioned here several times), I also attempted to do as many other NIE-related ads as possible.
One such ad involved former major league pitcher Steve Trout, who had just written a book, Home Plate, about his father (Dizzy Trout) and him and their careers. Trout is a Chicago favorite, having pitched on both sides of town.
I was helping out at AU Sports in Skokie (IL) when Trout was doing a book-signing there. When I approached him about appearing in an ad promoting NIE and also his book, Trout quickly agreed.
Pictures were taken with a disposable camera (remember...zero budget). A few days later, I took a picture of my niece, Laura Fitzpatrick, reading a book. This picture would be presented as happening at the event.







Later that week, I presented all to our Graphics Department. They produced a decent, but uninspired ad, throwing all of the elements together. Had Laurie (the driving force behind the beautification of the NIE ad series) been involved, I am sure the ad would have looked much different. However, with the way things were at Lerner at the time, I was happy with what was produced (meaning I was happy that anything was produced).

Scott Turow Salutes Literacy

Previously when I posted about the NIE ad series, I have concentrated on the fun aspect of the ads. Chicago-born lawyer turned author Scott Turow was one of the first celebrities to have an actual literary connection.
In 1977, after his first year at Harvard Law School, Turow published One L, a non-fiction book about that first year. Turow became an Assistant U.S Attorney in Chicago in 1978. In 1986, Turow left the U.S. Attorney's office and published his first novel, Presumed Innocent, in 1987.
Turow has won many awards over the years, including the prestigious Silver Dagger Award of the British Crime Writers. Turow is also a partner in a Chicago law firm.
Getting Turow to appear in the NIE ad series was quite a coup. As a native Chicagoan, a successful author and a national name, Turow might have been our biggest achievement celeb-wise.
Sheepishly, I must admit to not being as familiar with Turow's life as Laurie was, but writing is her passion. I think initially, she was more excited than I was about landing Turow. Of course, I realized she was completely correct on this one.
For me, Turow represented a certain legitimization of the ad series. With no offense to the great celebs who graciously appeared before him, Turow's appearance showed we could get a serious national literary figure.

From the Update Desk

I have updates to 2 recent posts.

About a month ago, I wrote about Bill Jackson, a Chicago children's television legend. I emailed him to inform him of the post. Usually I would say it was because I am a shameless self-promoter. In this case, I really just wanted Jackson to know that I appreciated what he did for the NIE program and for all he did for children his whole life.
He responded and we exchanged a few emails. He also graciously sent me a couple signed sketches of Blob.
Reconnecting with BJ was a nice experience, especially around the holidays. I have ordered his book The Only Kid on the Carnival and can't wait to learn more about the man behind all of the great creations at the Fun Company.

Last week, I went back to my high school years to wish everyone a Happy New Year in German. After alerting Greg (who was one of the stars of the post), he responded in German. I am pretty rusty, but I managed to translate his response. Greg is a funny guy and should have his own blog, but he probably has better things to do. Either way, he is always welcome to guest blog here.
But wait, the reunion doesn't end there. I also located Andy Livingston, another of the stars of the post (and my high school German teacher). I emailed him and we have exchanged a couple notes since. Livingston is teaching and coaching at Lake Park in Roselle (IL). He and his wife Leland (also a teacher of mine back at Mt. Carmel) have 2 daughters.
I told him how I was much more advanced in German than other students when I took it as a course at DePaul. Students might have been stronger in vocabulary, but I was well ahead of them in stringing it all together. This is a testament to Livingston's teaching. I didn't even realize it at the time.
It was nice reconnecting with him. He's a good guy and a good teacher.

Happy Birthday to Lanny Poffo

Today is a special day. It is the birthday of a true gentleman, Lanny Poffo. Poffo, the son of Angelo Poffo and the younger brother of Randy Savage, grew up in Downers Grove (IL). Poffo was a star athlete before he entered pro wrestling. He started in the NWA territories, but enjoyed real success in International Championship Wrestling (ICW).
In 1985, Poffo and Savage joined the WWF (now WWE), soon after the ICW folded. In the WWF, Poffo was known as Leaping Lanny Poffo, the Poet Laureate. He read poems (that he wrote) about his opponents before matches. Poffo was quite a high-flyer, being one of the first wrestlers in the U.S. to use the moonsault. After a few years, he took on the persona of 'the Genius', a cap and gown-wearing bad guy.
Poffo has released 2 books of poems. The first, 'Wrestling with Rhyme', is a collection of the poems he wrote about his fellow WWF wrestlers. The second, 'Limericks from the Heart (and Lungs!)', is filled with 335 anti-smoking limericks, all very amusing! Both books can be enjoyed by all ages.
I had the pleasure of getting to know Poffo a little bit, when he agreed to appear in Lerner Newspapers' Newspaper In Education ad series. Poffo graciously allowed me to interview him for a companion article. Poffo's ad was highly praised by our readers (more about that in a future post). I had the pleasure of meeting Poffo at a Wrestling Reunion. We talked at length and I walked away even more impressed. Poffo is so genuinely nice.
I have briefly summarized Poffo's career, but he is not simply defined by his wrestling career. He is an author, poet, motivational speaker, counselor, father and more. For me, I am grateful I can call him a friend!
Happy Birthday, Lanny!

Lanny Poffo and me in Tampa, FL-January 2008.

Bill Jackson Salutes Literacy

One of the greatest things about working at Lerner Newspapers was a certain amount of freedom that we had. I was able to do a lot of fun things within the confines of my job as Director of Circulation.
As mentioned in earlier posts, the Newspaper In Education (NIE) program provided me with a lot of fun. Through the NIE ad series, I interacted with many people from varying fields. Laurie always encouraged me to have fun with it and one particular ad really captured the whole fun concept.
Bill Jackson was a Chicago children's television staple when I was young. Jackson's shows changed titles and settings over the years, but they always involved him interacting with various puppets, such as Dirty Dragon and Weird. Jackson's creative skills were displayed when he would sketch a picture based on a number or when he would turn 'Blob' into a new form every show. Jackson was a bit of a one man show, doing everything from writing the shows to performing all of the puppet voices to actual set building.
I contacted Jackson about appearing in our NIE ad series. I figured he would make a great connection with the parents of the students in the NIE program. Jackson responded enthusiastically and quickly. Much to my surprise and delight, he also included a couple sketches!
Our graphics department designed an ad which perfectly conveyed the spirit of Jackson's shows. It was colorful and whimsical. Many parents loved the nostalgia of the ad and responded very positively, but so did the students, who began researching Jackson on their own.
It could not have worked out any better. Plus, it was a real thrill for me to be involved with one of my early childhood favorites. Bill Jackson is a real class act and a Chicago television icon. Seeing Jackson in one of our ads is one of my proudest moments of the NIE years.
Jackson currently lives in California. He still runs a website, through which you can learn a bit about BJ and all of his friends and you can order some great dvd's. Jackson also recently published a book 'The Only Kid on the Carnival' about his life.

Pat Sajak Salutes Literacy

Pat Sajak has had a 28 year run as host of tv's Wheel of Fortune. Several years ago, Sajak had a 4 week run as the spokesperson for the NIE program at Lerner Newspapers.
Sajak was born in Chicago and spends his time watching contestants uncover words and phrases. This made him a perfect candidate to appear in one of our ads.
The NIE ad series had been running for a few months, but I was still concentrating on local celebs, when LD (a sharp and enthusiastic editor) encouraged me to go beyond the very local area. Since Sajak was a Chicago native and was a national figure, he was the perfect choice.
Sajak quickly signed on and our graphics department (with some additional encouragement from LD) made a stunning ad for him. Lorenzo Spirito's "Wheel of Fortune with the Zodiac Sign of the Moon" as the backdrop was an inspired choice.
Sajak's appearance in the NIE ad series drew a lot of notice. It was a beautiful ad that just popped from the pages of the newspaper.
Sajak's appearance helped in recruiting other notable celebs for the cause.

Rick Telander Salutes Literacy

As mentioned before, I ran the Newspaper In Education (NIE) program for a while at Lerner Newspapers. To gain exposure, I instituted an ad series, featuring local celebrities appearing in support of the effort. The first person I sought was sportswriter Rick Telander.
Telander was an excellent football player while at Northwestern and was drafted by the Kansas City Chiefs. While his NFL career never developed, Telander blossomed into one of the best writers of this era. Telander has written for Sports Illustrated and the Chicago Sun-Times and has authored several books.
Telander quickly sent me his quote for the ad and the NIE ad series was born. I must say though, the original ad was bland, but fortunately LD stepped in and basically shamed our graphics department into producing up to the quality pictured here. This is exactly what I envisioned.

Roddy Piper Pummels Literacy-Part 1

This is one of the NIE ads featuring Roddy Piper. Piper's own battles with literacy were detailed in his book, In the Pit with Piper.

Meeting the Icon Roddy Piper

In January of 2005, I got to meet Rowdy Roddy Piper! I have been a fan of Roddy Piper for a long time. He truly is a larger than life character.
It all started because of Newspaper In Education (NIE), a literacy program I ran while at Lerner Newspapers. Piper agreed to appear in a series of ads promoting our NIE program. I also got to interview Piper for an article I wrote and made the trip to St. Petersburg, FL to meet with him.
None of it would have been possible without Laurie and her encouragement. Laurie showed me all of the possibilities I had after Piper gave me the opening. She was the only Editor who saw the merit of the article, which turned out better than I could have imagined.

Rowdy Roddy Piper and John Wroblewski in St. Peterburg, FL-Jan. 2005.

The Rowdy One, in the ring, where he is most comfortable, in St. Petersburg, FL, Jan 2005.