New magazine to focus on downtown

Michael Crowder is launching Downtown Now magazine Aug. 1 from 318 W. Walnut St.

His wife, Chris Crowder, and his mother, Anita Crowder, are co-owners of the magazine, which will feature 56 full-color glossy pages in its first issue.

Michael Crowder said that his 26-year career in radio advertising sales led him to the decision to launch the publication. Crowder worked for KWTO and KTTS and owned KLTQ from 1994 to 1996.

“With the growth of downtown and future development, it makes downtown a great place to publish a magazine that’s basically dedicated to the heart and soul of the district,” he said.

Crowder designed the pages for the magazine’s first issue and sold the advertisements. He works with a group of free-lance writers for story content.

“When I say I’m chief cook and bottle washer, I’m not kidding,” he said, adding that an ad sales representative, working as an independent contractor, assists him. Crowder’s wife and mother help with marketing the magazine.

The magazine will include lifestyle information for people who live, work and patronize downtown.

“We’ll also look into the history of downtown (and) its buildings,” Crowder said. “What did Flame Steakhouse used to be, for instance?”

Narrowing its focus may be the key to introducing a new magazine to a region that already supports several publications, according to Karen Buzzard, head of Southwest Missouri State University’s department of media, journalism and film.

“They may want to reach a broader audience because when people go downtown, they’re not just people who live downtown,” Buzzard said. “I may want to go to a restaurant downtown, but I don’t live downtown.”

Crowder said that is his plan.

“The whole purpose of this magazine is to create more traffic and expand the economic impact of those already here and those coming to downtown,” Crowder said.

The magazine will be distributed free at downtown businesses and others on Springfield’s south side.

Ristorante Gilardi is one of the debut issue’s advertisers. Owner Nicola Gilardi said his decision to advertise in a new magazine wasn’t based on a need to increase business.

Gilardi is sponsoring a page that tells about him and his restaurant, shares recipes and cooking tips and talks about other downtown businesses.

“I want to give people a chance to know me and build up some trust,” Gilardi said.