Raise Your Glass for Larry Maynard!

I knew that one day I would write this tribute. And that day would be bittersweet for the print advertising industry.

Larry Maynard, CEO of NGM Partners, has decided to hang up his cleats. He had a Hall of Fame career and if the advertising world team had a building and rafters, his jersey would hang there. There would be a big celebration and fanfare.

Included in the crowd would be major retailers, advertising agencies, newspapers, distribution companies, and other businesses that he counseled along the way. They would all rise to their feet in his honor.

Also attending would be the countless number of people that he personally mentored, whether through formal training or professional advice. Not to mention friendly favors and requests to use him as a job reference. If he charged for this courtesy, he would be sitting on a gold mine.

But in typical fashion, he will be riding off quietly into the sunset. Or in his case, driving off to sunny bleachers with wife Adrienne to watch their son Garry blast home runs in college.

I am certain Larry’s response to this inconspicuous, unofficial retirement would be, “Hey, I’m just the consultant.”

Sure Larry. Just the consultant. Ha.

In my opinion, just “THE” consultant. Big difference.

Turning the clock back, Larry had a distinguished career with Copley Newspapers, holding many positions, spanning several decades. He was persuaded to join a new company called Newspaper Services of America, where he took the reigns of the Kmart team.

That’s where we met.

My first interview with Larry was shortly after having reconstructive surgery on my knee. At that time, a division of NSA, Strategic Print Marketing, was housed in an office located in a beautiful forest-like area in Naperville. The parking lot was a steep downhill drive from the building.

Still on crutches, I struggled to walk uphill in the heat and humidity. By the time I reached the office, I was disheveled, completely out of breath, and drenched with sweat. Larry’s comment, “If you’re trying to make me feel sorry for you, it’s not working.”

I knew right then we would get along.

Years later he and I were teamed together to create a buyer’s manual for NSA. I learned more from him about negotiating during this time than I had in my entire career. I watched him coach an entire company, the most powerful of its kind, how to better represent themselves on behalf of our customers.

Larry was instrumental in the success and growth of NSA. He would say it was a “win-win.”

Eventually, Larry moved on to newspaper ownership and then to consulting, where he could share his vast knowledge, limitless contacts, and most importantly, talent, with others.

Our paths met again a few years later with the Small Newspaper Group, with me being an Ad Director and he, you know, just the consultant. I was so glad to be collaborating with him again. I got to see him in a different light than in our time at NSA.

Now Larry was available to all to fix stuff. Observing him conquer problems and create solutions was fun. His brain works like a supercomputer and there is no knot he can’t untie. Often, he would uncover other issues along the way, each time offering potential ways to correct them. “Start from the beginning,” he would say.

I have observed Larry become the centerpiece of meetings because of his ability to connect with people through understanding and intelligence and this has occurred hundreds of times. After countless discussions covering myriad subjects, I have concluded that Larry’s driving principle is to always do the right thing and what is best for the company. Period. Sometimes that meant tough decisions and changes needing to be made. But they would always position that company for better success.

With that, he will leave a chasm in this industry.

Which brings me back to the original point. Larry has touched so many in the business world that we all owe him a debt of gratitude, if not more.

I am lucky to call Larry a friend in addition to being a former colleague. I greatly admire his unrelenting commitment to his family and the people close to him.

So, raise your hand if he had a positive impact on you, too.

And raise your glass, even if it’s filled with Diet Coke, for Larry Maynard!