Southern Living highlights Wartrace to kick off new column

(Courtesy Southern Living magazine) [Click to enlarge]

Southern Living magazine has undergone a facelift, but unlike most gracious Southern ladies, it has no problem telling the world all about it.

"We've listened to thousands of our readers and we know that the Southern woman is changing," said Eleanor Griffin, editor in chief of Southern Living and the first female editor in the brand's 43-year history. "She is embracing the future as much as she values the traditions of the past. She is busier than ever and wants to cultivate her own Southern style in a new, modern way."

One of the changes the magazine has undergone is the addition of new columns, and one Bedford County community received a singular honor because of it.

Inaugural honor

"One of our new columns is about towns that make us glad we live in the South," said Jennifer Zawadzinsky, director of public relations. "Wartrace was chosen for the very first one."

"I did not know that," said Wartrace Mayor Don Gallagher, who owns and operates Galligher Guitar.

He knew that Southern Living was doing an article about the town and spoke with them back in the summer when they were here. His son, Stephen, is in one of the two featured photographs, playing a Gallagher Guitar. But Wartrace's status as the first subject of the column was news.

He wasn't worried about how the magazine would treat his town.

"Southern Living has really been nice," he said. "One of the best article that's ever been written in my opinion about the shop was one Southern Living did in 1990."

'Positive light'

Although the magazine doesn't hit the newsstands until Tuesday, some subscribers get theirs a little early and a student brought her teacher -- the mayor's wife, Jean Gallagher -- her copy, so Gallagher has already seen the end result.

"I think it does portray the town in such a positive light -- it is such a essential southern community that has a lot of charm and character and overall pleasant personality. I think they captured the essence of Wartrace well with that article," he said.

The column is the visual equivalent of sound bites -- rather than a long, extensive essay on Wartrace, it contains observations, packaged into bite-sized infobits, such as Why We Love the Town, Local Lore, and Little Known Facts. It includes a map and two photos.

"We were looking for towns with under a thousand people that have maintained their identity," said Warner McGowin, executive editor at Southern Living and in charge of travel features. "We had a list of about 100 towns and we thought Wartrace had the best story."

Compelling reasons

McGowin cited Gallagher's double role as mayor and guitar manufacturer, as well as the Wartrace MusicFest as among the reasons the town was chosen for the inaugural column. He said they felt Wartrace best represented the small Southern town as a special place.

"Not gobbled up by Walmarts or food chains," he said.

Owned by Time, Southern Living is the country's sixth-largest monthly consumer magazine.

"Southern Living's trusted voice and deep connection to the South is retained on every page," stated the press release. "Yet the October issue unveils a more graphic and compelling use of evocative photography and playful fonts. Its contemporary layout is packed with actionable tips to inspire confidence to create the life that readers want with the time they have."

New approaches

More than a dozen new editorial features and columns debut in the October issue. Many stories focus on Tennessee. They include:

"Made by Southern Hands" A roundup of stylish products and elegant gift ideas unique to the region that enable readers to express their personal Southern style while supporting local artisans and communities.

"Great Southern Drives" A themed trip of discovery featuring quintessential Southern hideaways. This month takes readers along the Delta Blues Highway from Memphis to Merigold into remote juke joints, eateries, pottery shops and more.

"Instant Inspiration" Be inspired by this homeowner who decorated his charming 1920s bungalow in Chattanooga's St. Elmo neighborhood with stylish family heirlooms, one-of-a-kind vintage finds and ingenuity.

"Editor's Travel Secrets" Southern Living shares some of the best rates for luxury hotels in the South, why they're worth it and the neighborhood tip.

"Half-Hour Hostess" This month's column features easy entertaining ideas for Halloween in under 30 minutes.