Ingram's: Growing From Challenge

by Dale Garrison

From the first, the publication targeted comprehensive coverage of the business community. Gaines intended Outlook as nothing less than "the essential, authoritative, timely and positive source of inform-ation about the economic thrust and focus of Kansas City."

OUTLOOK, the publication that became today's Ingram's, grew in part from one man's search for new challenges. But those challenges quickly assumed a life of their own as the region's economic community proved to be complex and fascinating.

Ludwell G. Gaines III--"Lud" to his friends--started what would become Ingram's in the fall of 1975. A successful veteran of the securities industry since 1954, Gaines recognized the need for a high-quality publication to communicate economic developments and business trends in Kansas City.

"I believe Kansas City is entering an exciting and promising new era, an era of planned growth and a new dynamic spirit," Gaines wrote in his inaugural issue. "OUTLOOK is a new publication intended to report on, and to be a forum for, the Kansas City economic community. I believe that our approach to business journalism has never been more relevant and in demand than right now."

Gaines' sense of timing could not have been better. Metropolitan Kansas City was in the midst of a golden era that had begun in the late 1960s. The community had recently completed the world-class Truman Sports Complex and was beginning construction of the H. Roe Bartle Exposition Hall. Projects from Crown Center to College Boulevard were proving that indeed, everything was up to date in Kansas City--except for its economic journalism.

"There was a vacuum in Kansas City's business coverage," Gaines recalls today. "I saw an opportunity to create something really unique."

Like many entrepreneurs, Gaines had a lot of learning to do. Partnering with two friends to found the magazine, he was somewhat taken aback to learn that he would hold the title of publisher. "I asked them, ‘What's that entail,'" he laughs today. "I don't think they ever really told me."

But with hard work and long hours, the new magazine was born. In December 1975, Kansas City was greeted by Volume 1, No. 1 of OUTLOOK, The Journal of Kansas City Business and Investment.

From the first, the publication targeted comprehensive coverage of the business community. Gaines intended Outlook as nothing less than "the essential, author-itative, timely and positive source of information about the economic thrust and focus of Kansas City."

Achieving that was not easy, especially in the areas of editorial content and business operations. Gaines laughs now about a salesman who convinced him to purchase a large quantity of paper in advance so that he would save money. "I found that I had built my own tax shelter," he says, shaking his head. "I had bought months of paper in advance because the salesman told me it would save money."

His biggest priority was to constantly improve OUTLOOK'S editorial quality. "The content was its weakest area, due to my lack of experience. But we received a lot of help from business people who wrote columns. They knew what they were talking about."

Despite his modesty, Gaines clearly brought a solid editorial philosophy and journalistic instincts that set his publication apart. By combining investigative reports with wide ranging coverage of business issues, OUTLOOK set a standard that provided a foundation for the next 30 years.

"The job of a business magazine is to make everyone aware of what is going on," Gaines noted. "I was critical from time to time, but simply making people aware was the most important thing."

Gaines also developed a growing fascination with publishing and with metropolitan Kansas City's business community. "I learned a lot about our community and Kansas City that I never knew before. Just in the area of foundations and corporate support, we are very blessed. This is truly a special community."

He also realized the demands of pub- lishing would continue growing. When a representative from Minneapolis-based Corporate Report arrived with a purchase offer, Gaines conducted a shrewd negotiation, but never considered not selling. "Publishing was a lot of fun," he said. "It was a lot of work, but I got much more out of it than I gave."

Ludwell G. Gaines III is the founder and former publisher of Outlook, a.k.a. Ingram's Magazine. He may be reached at 913.362.4879.