April/May 2002
 Volume 6
 Issue 16

Maintaining a Pipeline of Success: Southern Managing Editor Garcia Primes the Pump

Your District Managers spoke highly of him. "He has incredible enthusiasm," they said. "He's full of energy and good ideas." These words of praise did not quite prepare this writer, however, for the flood of high octane information that poured forth from The Southern's new Managing Editor, Gerald Garcia, during a recent interview. He's articulate, quick and clear when it comes to describing his high regard for The Southern's carriers and the integral role they play in completing The Southern's "pipeline of success." The pipeline is an image Garcia uses to illustrate the seamless way in which writers, editors, photographers, layout artists, advertising salespersons and carriers must align their work, their pieces of the pipe, in order to gather the news of the region and deliver it successfully to readers across southern Illinois. Each member of the team must do their work and support that of their teammates for the pipeline to work successfully. Mr. Garcia, with his energetic leadership, primes the pump. Here's some highlights of our interview:

Terrific Carriers
"I've lived in 2 locations since moving to Southern Illinois, an apartment initially and then a permanent residence. Each carrier I've had has been very thorough. My paper has been on time and in its proper place - where I've requested it. (The carriers) have been terrific, very dedicated, and it's very much appreciated."

The Pipeline
"Carriers are an integral part of our team. Their function is the last function on a pipeline of success. . . (Therefore,) they must receive The Southern on time from us and deliver it on time. . . before the customer leaves home. . . where the customer wants it deliveredÑ front porch, tube, wherever. . . carriers must be courteous and professional every morning in their contact with customers. . . and we have to do our thing at the front end. We all have a role to play. The carriers are just as important as everybody else."

Call Me
"The redesign has gone really well, and, while I may be a biased observer, I truly believe that the paper is easier to use, the content has improved, it's better written, more relevant, useful, compelling. . . I hope that we have made changes that help carriers sell more papers, increase their draw, and increase the penetration along their routes. Helping them become more successful helps us become more successful. If any carrier has any ideas about improvements, story ideas, ways to make the paper better, more useful, more relevant, (they should) call their District Managers or call me directly (at 351-5003). I want to hear from them."