After 25 years of promoting the interests of small business owners nationally,
John Paul Galles decided to pursue his own interests and publish a regional
business-to-business magazine. He chose Charlotte for its thriving local marketplace
and quality of life. His ambition came to fruition as the first issue of
Greater Charlotte Biz rolled off the presses in January 2000 to become the community’s
only monthly business magazine.
Prior to publishing Greater Charlotte Biz, Galles represented small business owners as
the executive director of the Small Business Association of Michigan, and subsequently,
as president of National Small Business United. In those capacities, Galles managed
several communication strategies that included two key publications - the Journal of
Small Business and Small Business USA, which fostered in large part his development of a
business publication in Charlotte. “The Charlotte region is growing, vibrant, entrepreneurial,
and driven by nationally-recognized leaders and innovators,” Galles says.
“That’s a big part of why I founded the magazine in this area. Also, from a business
standpoint, the Charlotte marketplace is relatively compact, which makes it easier to
help businesses communicate with each other.”
DESIGNED FOR BUSINESS PEOPLE
Greater Charlotte Biz strives to provide the business community with an effective vehicle
for building greater brand awareness for products and services. The magazine keeps
business executives in the Charlotte region abreast of important issues, emerging
technologies, available resources, and people who help businesses operate more successfully.
“We want to be the most complete business-to-business magazine in the greater Charlotte
market,” Galles says. “Greater Charlotte Biz can help companies grow and succeed because
many of our stories are about successful businesses and their leaders.” Editorial content
features a number of profiles of area businesses and business people making a notable impact
on the business community. The business digest provides a summary of local news releases
as well as information about new products and services, market surveys, and other
business-related items. A mix of other sections cover developments in industry and
technology, regional economic growth, real estate development, organizations and philanthropies
supporting business growth, executive perks and employee benefits, and other topical matters
of interest. Maryl A. Lane, a corporate and securities lawyer by trade, has been with the
magazine since its inception and serves as associate publisher as well as inside legal counsel.
The magazine’s additional staff includes the editorial, graphic design, and advertising sales
departments, and is rounded out with a cadre of freelance writers and photographers.
TARGETING DECISION MAKERS
A targeted circulation of 21,000 enables Greater Charlotte Biz to reach a diverse range of
business owners, managers, and executives from all areas including manufacturing, service,
wholesale, retail, and technology. These are readers with a strong desire for regional business
information and significant disposable income. “We reach every business with more than seven
employees in the 10-county Charlotte region,” Galles says. “We reach decision makers at their
desks in their offices. In my previous work with small business owners around the United States,
I learned that entrepreneurs enjoy learning about other businesses and their successes. They learn
experientially.” Galles decided to produce Greater Charlotte Biz in a glossy four-color magazine
format in part because its stories are timeless and have an extensive shelf life. The publication
also has a pass-along rate which averages six to eight additional readers per issue, reaching
over 100,000 readers every month. Advertisers have quickly discovered that Greater Charlotte Biz
is an excellent vehicle for reaching a broad, successful, and inquisitive audience. “We reach
so many decision makers in Charlotte and its surrounding region that it is an attractive buy
for national and regional companies and their advertising agencies,” Galles says. “In fact, we
maintain coordinating advertising relationships with sister publications throughout the
Carolinas.” Advertisers and readers alike have been generous in their praise of the magazine.
Among the comments: “Thank you and your staff for breathing new life into the Charlotte
regional business community with your new publication, Greater Charlotte Biz…We have received
more friendly response from six months of advertising with Greater Charlotte Biz than almost
three years of advertising with some of your competition.” Furthermore, “This has been the
most concise, well-written, informative, and interesting story on our…victory yet. After
relaying it to the national trade magazine that sponsors the event, local Charlotte newspaper
reporters and various other media, your magazine generated the most complete and insightful report.”
CONTINUING GROWTH
As a complement to the publication, Greater Charlotte Biz maintains a Web site at
www.greatercharlottebiz.com. The Web site features the current edition of the magazine, an
archive of all articles that have been published, plus a full media kit and links to business
resources. The magazine also plans to add more publications to its portfolio. While growth is
certainly important to Galles and the staff at Greater Charlotte Biz, maintaining the focus of
the magazine remains a chief priority. “Greater Charlotte Biz is significant to the community
because it connects business owners to business owners and facilitates contacts that might not
otherwise take place,” Galles says. “It connects the entire Charlotte region so that a business
owner in Rock Hill can learn about a business in Concord that serves the Uptown area.” In a
remarkably short period of time, Greater Charlotte Biz has become a vital part of the fabric
of the business community in Charlotte.
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