What Matters Most in Maplewood and South Orange

The twentieth anniversary is traditionally celebrated with china, but Matters Magazine publisher Karen Duncan is happy with newsprint and ink. As Matters celebrates two decades of living, breathing and promoting the community, Duncan and her staff opened their doors to Patch and shared some behind-the-scenes secrets to long-lived success.

When Duncan and her husband, Doug, moved to Maplewood in 1979, she turned her background in advertising into work with local stores on their promotional endeavors. During this time, she realized that Maplewood was lacking one key ingredient.

"I felt there were so many positive things happening around town, but there wasn't a means to get the word out," she said. Maplewood Matters was born. At first, Duncan ran the entire magazine on her own, but, after three years, she had achieved enough success to require additional help.

"My husband came home and told me he saw a sign a window saying that Matters was hiring," said Rene Conlon, Managing Director at Matters Magazine. That was in 1994. "I've been here ever since."

In the years since, Duncan has become something of our own local Oprah Winfrey, with her ebullient personality, omnipresence at important town events, and focus on spreading the good news about the towns far and wide. That makes Conlon her Gayle King, a friend, confidante and tireless partner in work.

"Someone once told me that in order to be successful, you have to hire someone who is the opposite of yourself," said Duncan. "Rene handles the money since I am not allowed to touch money," she laughed.

While the Matters staff works from home, they do have an office on Highland Place, where they gather for a weekly meeting. "There is always someone in the office," said Conlon. "One really great thing about having an office right in town is the number of visitors we receive. People are always stopping by to let us know how much they enjoyed the latest issue or to share some news with us," added Duncan. "It was important to me to be in the business district of Maplewood."

The staff of two has grown to eight (although Duncan is the one full-timer), all of whom live in either Maplewood or South Orange. Some have managed to live in both towns—including Duncan. "I lived in the same Maplewood house for 27 years. We moved to a town house in South Orange four years ago. We wanted to simplify and we were ready for a change," said Duncan. "It's been perfect for us."

Speaking of South Orange, Maplewood Matters became Matters Magazine in 2000 when the publication began featuring topics related to South Orange.

Readers can often glean a sneak peek at coming magazine topics by looking at the office window, which is decorated seasonally and thematically. An unabashed Pittsburgh Steelers fan, Duncan decorated the window with "terrible towels" when her team made the Superbowl.

Duncan readily admits she is enjoying her life publishing Matters Magazine. "I am living my passion. I love what I do and I love the people I am doing it with!" she exclaimed. Over the years, her readers have come to know Duncan and her passions through her first-person essays on everything from American Girl Dolls to memories of the teenage party she held in her parents' garage.

Additionally, Duncan and her staff have participated in many fun activities outside of the office. "We've gone to the Newark Museum and the Newark Bears. We've gone for lunch and dinners," said Duncan. "We're also big on celebrating birthdays," chimed in Conlon. "Yes, we are! Not the actual number, but we are big on birthdays," said Duncan.

In the past 20 years, Duncan has seen Maplewood storefronts change hands and freelance writers come and go. "I have hundreds of people who have moved away yet they will contact me and ask me to send them the issues," said Duncan. "I am always amazed at the loyalty of our readers. I just heard from someone who is moving to Germany for two years. She asked that I send her the magazine while she's away. "

"And our advertisers," added Conlon. "We have had advertisers who have been with us for 16 years."

Much has changed in the community over the past 20 years, including the addition of the internet. Duncan loves the fact that there are so many blogs and online media outlets that focus on Maplewood. "I think it keeps the town going." However, she is also very well aware of the many reasons why print media is still viable. "We know our readers love holding the magazine in their hands. Also, there is a huge audience that is disenfranchised by the internet. Seniors are part of our town and our community. They are spending a lot of money in our towns."

What do Duncan and her team have in store for the future?

"We hope to keep on doing what we're doing for another 20 years. We want to do it bigger and better," said Duncan.

Matters Magazine is published six times a year, but would Duncan and Conlon ever consider going monthly?

"I've threatened to do that, but I know they will all leave me!" laughed Duncan.