Ruby Della-Siega, publisher of Monday Magazine, spent the days leading up to retirement out knocking on doors and introducing Katharine Brynjolfson to clients with relationships dating back decades.
For 38 years, Della-Siega worked with the local business and arts communities to create successful print and digital campaigns, building growth and brand awareness.
She officially retired Dec. 23, 2022.
Tenacity has been the key to her long and dedicated career in the newspaper and magazine industry B次元官网网址� a trait that came in handy right from the start.
Della-Siega started with Monday Publications in 1984 as a fresh-faced graduate from the University of Victoria where sheB次元官网网址檇 been doing ad layout and design for the student paper, The Martlet, while finishing studies in physiology and sociology.
In late B次元官网网址�84, she heard from a friend Monday Magazine was filling sales positions. She didnB次元官网网址檛 know a lick about advertising sales, but could lay out an ad B次元官网网址� which was a requirement B次元官网网址� thanks to her work at The Martlet.
B次元官网网址淚 didnB次元官网网址檛 really understand what sales was,B次元官网网址� she says. But sheB次元官网网址檇 learned tenacity working for Gray Line tours over the summers, a competitive job that paid a salary with commission.
So she joined the team as a sales associate.
Monday Magazine was on the cutting edge for its time, and that didnB次元官网网址檛 always work in her favour. A restaurant reviewer would rip into an eatery and then Della-Siega would to land them as an advertiser without realizing it.
Once she dedicated time and energy to a significant proposal, putting her heart and soul into the pitch.
They said no. She went to the library and cried.
Two or three weeks later, they called to advertise, Della-Siega said.
B次元官网网址淧eople who say B次元官网网址榥oB次元官网网址� to you, itB次元官网网址檚 not really B次元官网网址榥oB次元官网网址� B次元官网网址� itB次元官网网址檚 just B次元官网网址榥ot right nowB次元官网网址�.B次元官网网址�
In August 1996, what is now called Black Press Media purchased Monday Publications, which had several titles under its umbrella at the time, including Monday Magazine, several tourism and business magazines and a communications organization.
Black Press continued Monday as a weekly for several years well into the new millennium.
It did lose some momentum when the internet gained traction, reinventing what advertising looked like for clubs and bars. There was a definite shift to social media, Della-Siega said.
Around 2012, there was a shift in the content, building on the already strong entertainment aspect.
Steeped in a history of winning national and international awards for investigative features, arts and culture. That tradition continues as Monday Magazine was part of a series of award-winning Black Press resource guides on subjects including overdose prevention, mental health and intimate partner violence.
READ MORE:
B次元官网网址淚t was a privilege to be part of it. Every model we used, it became a success,B次元官网网址� Della-Siega said.
Every day was different, engaging in different fields and figuring out how the audience could aid the business or venture from museums to film festivals and live performance.
An active volunteer in a variety of local arts groups, Della-Siega also serves on the boards of both the Community Arts Council of Greater Victoria and the Friends of Music Society. In retirement, she plans to perhaps pull out her bike, maybe find a new hobby. ItB次元官网网址檚 really up in the air, though a February vacation under sunny skies on sandy beaches is already booked.
After that, who knows.
B次元官网网址淚B次元官网网址檓 going to hang around with my husband, hopefully we get along,B次元官网网址� she said with a laugh.
Della-Siega has confidence in Brynjolfson, who takes on the role of community partnerships coordinator with the magazine. A relative newcomer to Black Press Media, Brynjolfson (find her at katharine.b@blackpress.ca) is already building and developing her own connections.
B次元官网网址淚 think sheB次元官网网址檚 got a lot of enthusiasm and a lot of energy, thatB次元官网网址檚 half the battle,B次元官网网址� Della-Siega said. B次元官网网址淵ou can learn the sales skills, but mostly itB次元官网网址檚 attitude and emotion that wins people over.B次元官网网址�
