The Focus staff - MaryAnn Fleming, Arlene Walker
Tracy Souch and behind, Peter Hvidstsen.
The magazine you’re holding in your hands is more than bound pages of book paper - more than a writers’ creativity and editor’s oversight.
It’s more than the relentless energy of advertising salespeople and other behind the scenes contributors. More than just a local enterprise. Focus on Scugog is also more than its publisher’s hard work and vision: intertwined with three generations of family history, Focus has become the passion of it’s creator.
If ever an individual was born to a vocation, Peter Hvidsten would qualify. The family’s involvement with publishing began not in Port Perry but far away in Norway, where his grandfather, Peder, owned a small daily community newspaper.
Peter’s father, Per, was following his own father’s footsteps until world events intruded. World War II brought Nazi occupation to Norway. Through a lengthy escape route, Per Hvidsten slipped out of his homeland to freedom by skiing into Sweden. He later made his way to Canada.
Near Gravenhurst, Ontario, a large number of Norwegians assembled to continue their war effort. Nicknamed “Little Norway,” the facility trained ex-patriot airmen to return to the conflict. Per assisted with ground training.
In off-hours, he found time to sample town life in nearby Gravenhurst and Huntsville, where he met Peter’s mother, Leila. Relocating to North Bay at war’s end, the couple established “The Northland Printer,” a small printing business.
The small print shop represented a start in rebuilding his life, but Per’s heart lay in the newspaper business. So when the Uxbridge Times-Journal came up for sale, he jumped at the chance to move his family – now including Peter and a sister, Gerri Lynn – in 1952. Nine years later, he purchased The Port Perry Star from its long-time owners, the family of late Samuel Farmer.
Peter recalls his father had a simple, but memorable philosophy for his publications. “Dad always stressed that the newspaper belonged to the people of the community, and as owners of the newsaper, we were merely its custodians for a short duration.”
It was a natural progression for Peter to enter the business. Unknown to him at the time, his father ensured a gradual ascent to the publisher’s chair for his 16-year old son. “I worked in the back shop, and got my share of the ‘dirty jobs,” he recalled.
Peter discovered he shared his father’s love for photography. Whenever his parents vacationed, Peter seized opportunities to develop his growing talent, which included spending hours in the darkroom processing pictures.
Yet Peter yearned for challenges outside publishing. After graduating from high school, his restlessness produced a three-year series of jobs in Toronto, including a stint with a professional photographer.
In 1967, Per encouraged his son to return to The Port Perry Star. Here, Peter solidified his grounding in production, printing, advertising sales, and of course, photography. While some skills came naturally, to this day Peter remains humble about his editorial abilities.
“Like my father, I honed my rather ordinary writing skills through necessity,” he admitted. “Although I believe I understand what’s required, writing is still not my strength.” But, his expanding knowledge of all aspects of the newspaper business led to the next logical step in late 1975.
“Dad decided to retire,” he remembered. “Once he assured me that he didn’t feel ‘forced out,’ I was ready for the challenge.”
As any new pair of new eyes will, Peter implemented improvements and modernizations to the local newspaper. The Star prospered and grew, adding a weekend edition.
Then unexpectedly, in the early 1990s, something appeared which Port Perry hadn’t seen since 1914. A group of Star employees launched a competing publication, The Scugog Citizen.
Five years of intense competition – which ended with The Citizen’s demise and its rebirth as Port Perry This Week – had left Peter drained. By the millennium, he had divested himself of The Port Perry Star, and redirected his energies to another, related, interest.
“While owner of The Star, I had published a number of historical articles for the paper. I had interest in local history, so tackling that was a natural next-step.”
Peter employed his strength, supplying accompanying photographs for several books. Some he also authored, while for others he co-authored with friend and colleague Paul Arculus.
Though he tried to leave the publishing business, it refused to leave him. He considered an ambitious project, a locally-focused monthly magazine, which was launched in April 2006.
Peter teamed up with former Port Perry Star employees Tracy Souch to handle advertising sales and Arlene Walker for design and production. “It was an exciting time,” he racalls.
“Our first edition of Focus on Scugog was very successful, both reader response and advertising. Although we thought we were off to a good start, the second issue nose-dived, before rebounding the following month.”
Peter finds enormous satisfaction in what he terms the “overwhelming” public response to the magazine.
“People seem to enjoy our blend of local profiles, community events, and area history. We try to make it visually appealing, ‘jazzing it up’ with large, colourful photographs. And we print only ‘good-news’ stories.
In recognition of the magazines involvement and promotion of the community, in 2008 the Scugog Chamber of Commerce named Focus on Scugog “Business of the Year,” which was a complete surprise for all those working at the magazine.
“Honestly, we didn’t expect Focus to be going this strong after four years, but now I’d hate to see it discontinued. I’m inspired by the people I work with and am so proud of what they’ve accomplished,” he says proudly.
With distribution to all Scugog households and businesses through Canada Post, as well as drops at medical and tourist offices, as well as numerous other locations, Focus’ monthly press run currently stands at 9,300 copies.
The next challenge for the Focus staff was to keep the publication fresh and growing. With this in mind, Peter secured the services of longtime friend, MaryAnn Fleming, an experienced newspaper publisher and advertising sales representative who joined the magazine as its office and advertising manager.
Other changes included the introduction of a glossy cover, upgraded page stock and a variety of writers. “Each of our writers brings a unique style,” Peter says.
He sees no end to the overflowing well of fascinating stories from Scugog’s present and past. “I believe everyone has a story to tell,” he says.
Ideas for these storys often begin with readers’ input as well as tips given to staff members. “They (staff) always have their ears open for ideas,” he says.
With such deep roots, its no surprise that Peter lives in Scugog. He shares his Port Perry home with his wife, Nancy, two dogs and a cat. His five children have all left the nest, with the two youngest attending university.
As is true with many passionate people, Peter claims his work is also his hobby when asked about interests beyond publishing.
Still, he admits to a growing wanderlust. In the past few years he’s travelled extensively across the United States, including “Route 66” and a trip along the “Great River Road” (Mississippi River) all the way to New Orleans.” This past summer he retraced a trip he made more than 40 years ago to the southern states.”
He laughs before continuing. “In that trip in 1966, I rode on a Honda 160 motorcycle, which is why my trip ended in Little Rock, Arkansas.”
Last June, following the path laid out in his original handwritten diary, he retraced the route, revisiting many of the same places he had passed through on his Honda half a lifetime ago.
So now, as Focus on Scugog begins it’s fifth year publishing in Port Perry, Peter is philosophical about what lies ahead.
“Our staff is extremely dedicated to producing a great magazine for the community. We know it’s an important job, but we don’t take ourselves too seriously. We just have a lot of fun every day we come to work,”he says.
As for what lies ahead, this 45 year veteran of printing and publishing is quick to point out he has no intentions of retiring in the near future. “I just can’t think of anything I’d rather be doing at this point in my life.”
by Scott Mercer
Focus on Scugog
Personalities
