Joan SerVaas: A Woman with a Mission. Continuing to Tell the American Story on the Pages of The Saturday Evening Post. The Mr. Magazine™ Interview.April 9, 2014
What does it take to own and maintain an American Icon? Well, for the late Beurt R. SerVaas and his wife Cory Jane the answer was very simple: it was not what does it take but rather whatever it takes. Cory Jane SerVaas fell in love with The Saturday Evening Post after her husband bought it, and thus the plans to buy the magazine, enhance it, and resell it fell apart and the magazine remained in the SerVaas family since they bought it in 1970.
Earlier this year Beurt SerVaas died. His daughter Joan has been the publisher and force behind the magazine since her parents retired a few years back. However, almost 45 years later, Joan SerVaas carries the burden of keeping this American icon alive. Her reason is very simple: to keep on telling the American Story. Her mission is difficult, but not impossible. Her love and passion for the magazine is endless and priceless.
Yet, she knows the hurdles she has to overcome and the stereotypes she has to deal with. Ever-smiling, always energetic and moving, she sat in her office in Indianapolis, IN for a few minutes to answer my questions about her efforts to keep the magazine alive and her reasons behind such an effort.
And, of course, in a typical Mr. Magazine™ Interview, she told me what keeps her up at night.
Click on the video below to watch my interview with Joan SerVaas, publisher, The Saturday Evening Post magazine.