b"What Really MattersReflecting on a storied 30 yearsBY ELAINE DURBACHMatters Magazine's occupied a sweet little office for more than 20 years at 9 Highland Place inMaplewood Village. W e could have been very27 years of building Matters the legacy would con- seats that used to snag their nylons. We had to carry confused. For my hus- tinue. spare sets of pantyhose! she recalls.bandandme,com- Donkerwastotallynewtomagazineediting,In 1987, Duncan launched her own advertising ingfromParkSlopebut then so was Duncan when she started Maple- agency, Visual Impact Advertising, and began help-and knowing only onewood Matters. What the two women shared, asideing her friends establish their businesses. She designed familyintheSOMAfrom business savvy and a willingness to learn, was alogos and postcard campaigns (Remember, there was community, almost ev- confidence in the formula: upbeat stories about theno Internet yet, she points out) and she tried to pitch erything was baffling. And then this publication ar- community and a venue for local advertisers to reachstories about them to the News-Record. When the pa-rived in our mailboxa big, unglossy yet very invit- readers.per wouldnt bite, she started a newsletter with sup-ing publication, Maplewood Matters. It opened theDuncan describes the magazines beginning as aport from the Maplewood Chamber of Commerce. door to people and places and services. And all of avision with deep roots. As a child, advertising al- And the newsletter grew into a magazine.sudden, we had a way forward. ways fascinated me, she declares. As an adult, sheWriting was more of an avocation, Duncan ad-Thator rather thispublication, now Matterstaught briefly but followed her dream to the Meccamits. I think curiosity fueled my early interest for Magazine, is still providing that kind of welcomeof fashion advertising, Manhattan.the magazine. There are endless interesting people to newcomers and old-timers alike. Karen Duncan,She and her husband moved to Maplewood inwith stories waiting to be told.who launched it in 1990, sold it in 2017 to Ellen1980. Commuting into the city, she made friendsAt the start, financing was a struggle, coming up Donker, in a seemingly seamless transition. Duncanand shared dreams with other women. The cama- with the cash for an office, and printing, and distri-and her husband, Doug, moved to Savannah, GA,raderie was fun, but they found the daily travel abution. This is always the story of the chicken or but she has stayed in touch.grind, and there was much talk about starting theirthe egg, she says. We needed advertisers and the KnowingEllenwasgoingtotakeoverwasaown ventures. This was before the introduction ofadvertisers needed [their ads] distributed.great satisfaction, Duncan says, knowing that afterMidtown Direct, and when the PATH trains wickerSelling the publication through a news agent or 38/ matters magazine / holiday 2020"