By Susan Spisak
Downeast Dog News, aka DDN, was first published in the Spring of 2006, making 2025 the beginning of Volume 20! Throughout its years, DDN has remained true to its mission of supporting animal welfare causes, providing the latest dog-related news and info, encouraging and supporting dog-friendly businesses and Maine-made pet products and services, and striving to cultivate a community of responsible dog guardianship. DDN is currently co-owned by Reade Brower and Wendi Smith. Wendi is the President, and Jenn Rich is the Publisher/Senior Account Executive.
The original Owner, Founder, Publisher, and Editor was Maine native Holly Sherburne. She explained mid-way through her in-state college years, she moved to Oregon to finish her studies, then stayed to begin her career. While there, she noticed a free dog paper and was drawn to it. “I loved the idea,” she said, thinking a similar paper would be great in Maine. She tucked that idea into the back of her mind.
In 2004, she landed a job at Bowdoin College in Brunswick as their Web Content Producer and first Webmaster. The decision to move back home was easy—she missed her family and The Pine Tree State. But the idea of creating a dog publication kept popping up, “It tumbled around my head for a good year.”
While her position at Bowdoin College wasn’t animal related, she was a devoted pet owner and doted on her Australian cattle dog and Lab mix. Finally, she took that “leap of faith” and ventured out to start that canine publication. She wrote a business plan and obtained a small business loan. Her first monthly edition of DDN was published in 2006. When that edition was ready to print, she said she was scared to death, but excited at the same time. “It was like my baby coming to life.”
Quickly the advertising revenues supported the print paper and had a statewide circulation of 16,000 copies per month. Intuitively, she knew what would attract readers’ interest and what information would be helpful. She had a section called Hot Dog News with blurbs about new businesses or relocations. There were educational articles from experts and freelancers and the rescues and shelter’s adoptable dog profiles. A calendar of upcoming events rounded out each issue.
The paper’s three national awards from the Dog Writers Association of America meant so much—they were validation that her hard work paid off. After all, she put her heart into the paper, all the way down to the scampering black Lab logo that still graces the cover of every DDN edition. That Lab, Pippin, was her own dog, and he’s depicted running away with a copy of the paper.
She said some of her favorite memories include delivering the papers to distribution points around the state with her dad, “It felt like a homegrown family operation...It was very good times.” But after a few years, she thought about transitioning back to corporate life, and as luck would have it, media magnate Reade entered her life. “I had known him through a variety of groups in the community,” she explained. One thing led to another, and Reade and Wendi, who worked for him then, partnered and purchased DDN in 2009.
She’s back at Bowdoin College as Director of Admissions Operations and Communications. She’s thrilled by DDN’s longevity, “It’s so sustainable and positive…They’ve done a good job, and it makes me tremendously proud to walk around and see it in places.” The transition to Reade and Wendi was so smooth she said and added, “They were absolutely wonderful.”
Wendi remembered that when Reade approached her about becoming a co-owner-- she jumped at the chance. She felt the paper was so well-received by readers. Reade knew he wanted her involved, “Wendi Smith has always been a dog person, and this was something she and I could do together.” He added that they’ve worked together for decades, he valued her skill sets, and knew she’d be a great managing partner.
Wendi said all dogs or animals are near and dear to her heart. In fact, years ago, she and her then husband’s home boasted eight Beagles and a Chocolate Lab! She agreed with Holly in that working on the paper was terrific, “I mean who doesn’t want to spend their time with animals every day?”
She feels DDN popularity has grown the realization, for tourists and locals alike, that the state is pet-friendly, “I think Holly was on to something.” Wendi enjoyed going to events around the state—interviewing people and taking pictures. A particularly fond memory was her column, “Where’s Wiley?” She took her rare all-white Beagle to welcoming dog-friendly retailers and hotels and shared those adventures. “That was always fun for me.”
For the first few years she was DDN’s Publisher, selling advertising and managing all day-to-day operations while maintaining her role at Reade’s RFB Advertising LLC. She’s been pleased with DDN’s role across the state, “It serves such a purpose helping dogs get adopted by making them more visible, and we like to think that we help them in some small way.”
Eventually, she and Reade decided to hire a new Publisher for DDN, as Wendi was spread too thin, “It was just too much.” Two other people preceded with short tenures, then Jenn was named publisher in 2016. Today, in addition to being President of DDN, Wendi is the CEO of another one of Reade’s endeavors, MAIL NEW ENGLAND, and oversees DDN affiliated petMAINE, a publication she initiated 15 years ago that’s dedicated to traveling with companion animals. (Jenn’s now responsible for content. It’s the only state publication of its kind, and it’s used for the tourism industry, but locals enjoy it because it’s chock full of things to do with your pets. They’re proud of it, and Jenn said the 30,000+ annual copies always run out.)
Dog-lover and Lab mom to Pepper, Jenn, had been doing things for Reade’s other publications, including petMAINE and travelMAINE, and some DDN ad sales. As DDN’s Publisher, she wears many hats. She engages with her content contributors, rescues, shelters, and advertisers. She helps with layout, design, proofing, editing, and oversees distribution. Each monthly edition has her written letter that starts with “Dear Dog News Readers,” and signs off, “Warmest Regards, Pepper and Jenn.” They’re chatty, informational and like a note from a friend!
Wendi said she likes DDN in Jenn’s hands. “Having Jenn’s been the best decision Reade and I ever made.” She noted that Jenn is the “brains behind the operation,” while she functions more as her sounding board. She said that it was Jenn’s decision to garner sponsorships for the monthly rescue/shelter/humane society column and donate a portion back to the highlighted nonprofit. Wendi said Jenn also handles sales very well, chooses content and makes decisions efficiently, and is fair and impartial. “Jenn is the total package,” she emphasized.
Reade acknowledged her importance to DDN, “Jenn worked with me for many years before she assumed her role working as Wendi’s Publisher, she has been terrific at everything she’s done. She’s detailed oriented, understands the product (she is a dog person as well), and has used her customer service experience and her background in sales to create, maintain, and grow DDN. Jenn continues to grow revenue and DDN continues to be a very strong publication.”
One way she’s growing it is she’s out and about representing the paper at various pet happenings, easily interacting with folks. “All the dogs are so adorable, and they’re happy events.” She adores animals and it shines through, “Their lives are so short, and they give us so much. They deserve to be pampered and showered with love. Whenever I am off to a dog or rescue event and Pepper looks sad that she is left behind, I tell her it is for the dogs without couches. If I were rich, I’d have a dog ranch, and they’d all have their own couches.”
Jenn said “Dog News” has been educational for her, and she’s met lots of new people. She values her contributors and designer/assistant and looks forward to readers’ suggestions. One favorite memory for her is Lilac and Blue’s success story from Responsible Pet Care of Oxford Hills. The Staffordshire Terriers had a sad backstory and were long-time residents, so the shelter staged their wedding to garner media attention. Bingo, the bonded dogs were adopted together! DDN shared their story, and the couple graced the cover of the October 2023 edition in their wedding finery. “I was so happy when they found a home together,” said Jenn.
Reade, Jenn, and Wendi are not just grateful to the readers, but to their contributors, advertisers, and communities. Reade summed it up, “Holly did a terrific job creating DDN and that base has been extended by Wendi and Jenn, so I’m not surprised at the longevity of the paper, as a niche publication, and a free product supported by advertising. It has stood the test of time and will continue to be something for dog lovers (readers), and the business community that supports DDN throughout the state with advertising, to rely on, and look forward to each month’s issue.”.
