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New Beginnings and New Perspectives

Author: Lawrence Amaturo
December, 2017 Issue

Welcome to our fifth edition of North Bay Perspective, and my first column as the new publisher of NorthBay biz.

In this year’s Perspective issue, we take an in-depth look at long-standing problems in the North Bay and the steps community leaders have taken to resolve them. In the aftermath of the October wildfires, many of these problems have been amplified, and it’s clear that each of the counties must boldly move forward to recover, rebuild and thrive. It’s an all-hands-on-deck time for us that has already altered the real estate, employment, medical, construction and skilled-labor fields. In the coming issues, we’ll analyze these challenges and report on the opportunities they present.

For 42 years, NorthBay biz magazine has been committed to delivering relevant, comprehensive and important information to readers and our business community. I’ve been a regular reader since moving to the North Bay in 1996, and I’ve benefitted from the magazine’s in-depth analysis of the issues that impact local communities. I’ve also admired how the magazine has adapted in response to its readers’ and advertisers’ needs with expanded coverage across all three counties and editorial content in tech, viticulture, labor and more.
As the North Bay stands at this momentous time of change in the aftermath of the wildfires, so do I as the new publisher of NorthBay biz. I’m humbled, scared and excited as I enter what is, for me, a new realm in the communications industry. 
NorthBay biz enjoys decades of success with its readership across Napa, Marin and Sonoma counties as well as the ad support of this region's most respected businesses. The content in each issue is timely, and the goal of the editorial team is to present features that offer an in-depth look and a fresh new perspective on trends in our business community. I pledge to maintain this quality.
While Norm and his wife and business partner, Joni, soon return to Chicago to begin the next chapter in their lives, their vision for the magazine and its commitment to helping local businesses will continue.
Their long-time business partner, John Dennis, has agreed to stay and remain as president of the magazine. He’s very talented and full of fresh ideas, and I’m delighted that his entire team has agreed to stay on as well.  And while Joni and Norm’s leadership will be sorely missed, we are all committed to growing, improving and bringing a renewed vigor to the magazine. 
When I acquired five North Bay radio stations back in 2013, I shared with Norm how our goals were aligned. Much like his approach at NorthBay biz, I wrote that local radio is “at its best when it reflects and fosters the interests, passions and lifestyle of its immediate community.” 
This remains my passion today and will guide me at NorthBay biz as well, but I’ll need your input to succeed. Your thoughts are most welcome and I encourage you to reach out. Please write to me at, or call  707-575-8282.


In this Issue

Focus On Inflammation

The word inflammation comes from the Latin word inflammationem, which means “a setting on fire.” Certainly anyone who has experienced the feelings of heat, redness, swelling, pain and bu...

Crisis Management & Lessons Learned

Deborah Yount received the first call at 4 a.m. on October 9. A massive wildfire was raging through north Santa Rosa and the Fountaingrove area, where Medtronic operates a facility that employs 600....

Integrative Medicine

A 40-year old Santa Rosa mom with common, everyday life stress was suffering from migraine headaches so disabling that she would lose work several times a month. “Ordinary medications hadn&rsq...

See all...



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