In the beginning it felt like a newborn child that needed protected, nourished, defended, promoted. And like any child, it grew in its own way, expanding and developing in beyond our plans and expectations, demanding more and more of our time and attention.
Launching an independent magazine–or any small business for that matter–is much like birthing a child. Your life becomes that child which often demands your constant attention. It surprises you with needs and situations you did not expect or plan for, keeps you up at night often.
This child does not really care about your business plan, or your dreams for its future. She becomes what she will, of her own fruition, becomes a living, breathing character influenced by those who support her, befriend her, embrace her, nourish her.
And like any child, you hope that your creation will grow healthy and strong, will flourish and shine brightly. You hope that she will become a mature, responsible, functioning adult that at some point, will not demand so much of your time.
Ten years can fly by in an instant, but you feel every second of it in your bones, see the life sucked from you in every dry wrinkle and sag. A decade gives you perspective, and time to learn and mature.
With Two-Lane Livin’ Magazine, ten years means hauling heavy loads home from Parkersburg more than 120 times in all seasons of weather. Ten years means delivering magazines over ten Thanksgiving breaks, ten Christmas breaks, ten wedding anniversary weekends. For Frank and I, ten years of Two-Lane Livin’ has been a decade of scheduling our lives around this child’s rigid monthly deadline–me a week every month tied to the desk, him a week every month on the road.
We have loved Two-Lane Livin’ like a child. I birthed her from nine months of planning and from the very first issue she had a life of her own. (All copies were gone in three days.) From the beginning she was more than we had ever hoped for, and quite often more than we could handle. In ten years, we have never been able to solicit enough advertising revenue to produce enough copies to meet reader demand.
Our popular girl wanted to go farther than we ever imagined, into twice the number of counties we originally planned, twice the mileage on delivery vehicles, twice the time delivering. Strangers and friends volunteered to help get the monthly issue circulated into their own areas. Writers from across the state began offering to write for us. We never planned to offer subscriptions, but in response to demand, reached 18 states and two countries outside the U.S.
For ten years, Two-Lane Livin’ has been a bright star shining from, in, and for central West Virginia. I believe that. I truly do.
Bright stars burn quickly.
I have come to believe that small businesses in West Virginia age in dog years–seven years of aging for every year of existence. The amount of energy, dedication, creativity, strategy, problem solving, and work required to get a small business up and running and to keep it running smoothly ages it prematurely.
(This month on my birthday, I hit the big Five-O. Perhaps it’s not the magazine that has aged, perhaps it’s just me.)
I thought retiring Two-Lane Livin’ would feel like killing my child. Instead, I find it’s more like giving up a beat-up but beloved car that has almost 300,000 miles and no longer holds third gear. She’s dented and has a slight oil leak; smells of newsprint, fast food, and hay. But boy we’ve had some fantastic adventures together.
Two-Lane Livin’ has been good to us, and has been a wonderful experience. But our time with her has come to an end. In dog years, she’s more than 70 years old.
Thanks for reading. Thanks for being with us during this Two-Lane experience, for being fellow witnesses to the life of our creation, our child, our dependable car…
Our shining star.
Two-Lane Livin’ Magazine
September 2007-December 2017
(P.S. We will be maintaining the twolanelivin.com web site, and will, over time, be making all issues of Two-Lane Livin’ available as flipbooks and featuring favorite articles we encounter in the process. To keep up with those developments, you can sign up for our email newsletter in the form at the right of this page.)