(Jack Armistead has published The Downtowner for two decades)

Downtowner Turns 20

By Jeff Maisey

This month marks the 20th anniversary of the Downtowner, a popular monthly tabloid-sized magazine created and operated by Jack Armistead. The publication serves the downtown communities of Norfolk and Portsmouth as well as the Ghent neighborhood.

In many respects, Downtowner Jack, as Ghent Inn proprietor Walter Mehard used to call him, has filled every role in the magazine’s history. From writing and editing to selling ads, distribution, and layout, Armistead has worn all the hats of the publishing business.

I recently posed the questions to Jack.

The Downtowner started in 1988?

Yes. In 1988 I was working for a printing facility and was asked to create a vehicle to make money in the advertising business. As a former newspaper guy (was a reporter for the old Ledger-Star for about 10 years) I created “The Downtowner” because I wanted to capture the growing rebirth of downtown Norfolk. I thought the revitalization would peak by 1995 but I was about 10 years off. It has actually peaked in the last several years. Now, downtown is booming and continuing to blossom. We wanted a publication to generate income via advertising. I set out to create a prototype of the first issue so I could sell ads. So that’s how it started.

What led to your decision to create a monthly magazine?

I figured I could handle publishing a monthly so I set my goals and went for it. Although it’s been difficult, I was fortunate to have good guidance along the way. I learned a great deal from some of my earlier newspaper heroes that include Barrett Richardson, Bill Leffler, David Kippenbrock - all former Ledger-Star editors, and Lawrence Maddrey, the former Virginian-Pilot columnist who was a mentor in a way. The Virginian-Pilot printed The Downtowner for most of the 20 years until they shut down a commercial press that was not worth maintaining anymore. I owe a great deal to the Pilot and the many folks there that helped me along the way. The Downtowner is now printed in Franklin, Va. by The Tidewater News. They do a fantastic job.

Where did the name come from?

It came easily because I always thought downtown Norfolk would thrive once again. And, wow, it has!

Tell me briefly about the concept of the content.

I designed The Downtowner with the same concept used by Parade Magazine. Readers could always look for familiar features like the old Carroll Walker photographs or The Downtowner Answerman. The Answerman is by far the most popular feature in The Downtowner, with a close second being the old photographs as well as wonderful stories by feature writer Gay Ruegsegger, and input from Norfolk City Historian Peggy Haile McPhillips and some other great frequent contributors. I’ve been totally blessed to have some talented folks contribute to the success of the paper. Catherine Hugo is the gifted graphic designer and has been instrumental in the success. Senior editor Judy Scharle, photographers Barbie Peirce (who has been in Iraq working for the U.S. government for the last 4 years), Joe George, Ruth Gray and Carlos Fink are great contributors. Abbott Saks has added pun fun. I’m very impressed with our new website designed by Arlene Page. Readers can go to www.downtowneronline.com

Who is the Answerman?

I’m 99.5% guilty of that role.

Have you always used the old Norfolk photos?

Every issue. The late Carroll Walker was a Downtowner contributor with his collection of old photographs. Peggy Haile McPhillips is the key to the old photograph success.

Tell me about your duties. Are they the same as when you started?

The paste-up days are over (sniffing glue days). Everything is digital now and it’s a whole new ballgame. It’s a much easier ride.

What are the future plans for The Downtowner?

I’d like to sell the paper. After selling it I’d like to continue writing for it and still sell ads. I’ve met such wonderful people. I enjoy spreading the word with The Downtowner for many non-profits. Hope House Foundation, King’s Daughters Children’s Hospital, and St. Jude Children’s Research Hospital are among my favorites.  I want to help people. I want the Downtowner and its concept to outlast me. I've had terrific advertisers over the years, and some I've had for many years. The reception by the readers has been wonderful. I love our loyal readers