by Max Marbut
Staff Writer
In 1978, a free weekly publication that focused on the local music and entertainment scene first hit the streets in Jacksonville. It was founded by Tony Trotti, a retired insurance company executive who had begun a second career as a music producer. He had secured the rights to Lynyrd Skynyrd’s first demo recording and pressed up several thousand 45 r.p.m. copies. Trotti was sure he had broken into the business.
His efforts to promote the recording put him in touch with just about every nightclub and lounge owner from Jacksonville International Airport to St. Augustine. In the process, Trotti started getting to know the musicians who played the clubs and he saw an opportunity to help them promote their dreams.
He soon discovered, however, there was little or no interest in local music, musicians or venues among the existing publications. That led him to find a couple of freelance writers, sell a few ads and find a printer who could run off a few thousand copies at a price he could live with. Thus the “Southeast Entertainer” was born.
Over the years it grew in number of pages and copies distributed and advertisers. It was later renamed “First Coast Entertainer” and the look and technical characteristics changed with the changes in printing technologies. Even with all the changes, one thing was constant. The publication always remained true to its original philosophy: spotlighting local entertainers and the places where they performed.
When Trotti was diagnosed with terminal cancer in 2002, Will Henley, the newspaper’s associate publisher, made the decision to take over the reins and continue what Trotti had started 24 years earlier.
On Dec. 5, 2002 the first issue of “Entertaining U” hit the street.
“Tony knew this town needs entertainment news and it had worked for many years. It’s a popular niche and we provide a broad overview of the local performers and venues. There’s no politics or controversy, it’s strictly good news,” said Henley
The following year, a companion Web site debuted. It soon built momentum and was gradually upgraded in interactive features and content.
“At the same time, the newspaper industry started changing and today there’s more emphasis on the Web than ever before,” said Henley.
In 2007, the publication’s name was changed again to “EU” to make it more identifiable.
“And it was better for the Web,” Henley added.
The publication also changed frequency from a weekly to a monthly. That also meant another evolution.
“We went to a hybrid format. That means we use the print version to drive traffic to the Web site. That enabled us to control expenses and at the same time go global and attract and maintain a young audience,” said Henley. “It also allows our archives to draw a lot of traffic from search engines. It doesn’t matter whether you’re in Jacksonville or anywhere in the world, if you Google ‘Lynyrd Skynyrd’ you’ll find EU all over the place.”
The latest addition to EU’s electronic presence is a weekly television program, “Your Jax Music.” It’s broadcast on Ch. 17 Saturdays at 10 p.m. with an encore Sundays at 6:30 p.m.
Henley said he had been approached many times over the years to produce a television program to showcase local musicians, but never made the decision to do so because he didn’t feel local access cable television offered enough reach.
Marc Hefner, vice president and general manager of Ch. 17, a CW Network affiliate, said he’s confident EU’s reputation for supporting homegrown talent will help make the program successful.
“EU brought us years of experience following the local music industry as well as contacts with the performers,” he said.
“We know everybody in North Florida who owns a guitar pick or a set of drum sticks,” said Henley. “Being involved with the show also sets us apart from everything else in the market.”
Considering all the changes that have occurred in the past 31 years for the publication and for the local entertainment environment — and the ones that are yet to come — Henley’s philosophy is that the core concept will continue to persevere.
“It works for the performers, it works for the audience and it works for us too. None of us are getting rich, but that’s not why we do it. We do what we do because we love it,” he said.
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