Twenty years ago, driving up the Gunflint Trail with my former business partner, Shawn Perich, and his puppy Tanner, we had a dream to tell the stories of the Northern Wilds through a printed newspaper magazine. Over the years our magazine grew into a small media company providing additional advertising opportunities: the Cook County Map, North Shore Dining Guide, and In-room Guest Directories. We built up a book publishing division helping authors self-publish their titles, and even operated a small print shop.
Then Covid-19 happened. This was a stressful time. Potentially contaminated in-room guest books were ripped out of heavily-sanitized hotel rooms, the need for printing services evaporated, and we really didn’t know how long our customer businesses would stay open. Thankfully, Northern Wilds Magazine seemed to fill a hole providing a sense of community in the chaos. We made it through that first year with enduring support from our advertisers, social distancing, and keeping to our small friend and family circles.
As long-time readers know, Shawn was diagnosed with brain cancer in the fall of 2021. The Northern Wilds team did a tremendous job keeping the monthly publication chugging along. After the first year, it became clear that Shawn needed to step down. Instead of closing, I decided to take full ownership, giving me time to contemplate the future of Northern Wilds. I decided to search for a new owner who not only would be able to carry on the tradition of Northern Wilds Magazine, but also bring new energy, support for growth, and the ability to navigate the ever-changing media landscape.
On September 18, I sold Northern Wilds Magazine and the Cook County Map to Nei-Turner Media Group, a publishing company near Lake Geneva, Wisconsin. Nei-Turner has more than two dozen publications with a team of 25 talented staff. Their diverse team, small-town resort culture, and additional resources will extend Northern Wilds’ abilities to better serve readers, advertisers, and the community. They will be able to provide administrative support, giving the local Northern Wilds team the ability to better serve the area with great content and creative promotions.
I’m grateful for the 20 years I have been able to serve the community in this capacity. I will remain a part of the Northern Wilds team in an advisory role moving forward. I’d like to extend the warmest welcome to the amazing team at Nei-Turner, and I’m looking forward to seeing where you take the magazine. And thank you to all of you—our staff, readers, advertisers, and community—for all of your support: we wouldn’t be here without you. —Amber (Pratt) Graham