Phil Castle, The Business Times

Craig Hall has endured a succession of financial and personal challenges over his 24-year tenure as owner and publisher of the Business Times.

The terrorist attacks in 2001, the financial crisis in 2008 and especially the COVID-19 pandemic in 2020 affected advertising sales and revenue for the Grand Junction business journal. At the same time, Hall had to deal with the deaths of two brothers and his parents and, in 2023, a heart attack and more than nine hours of open heart surgery.

But as the Business Times marks 30 years in operation in 2024, Hall continues to buck industry trends that by one estimate resulted in the demise of a third of the newspapers in the United States over the past two decades.

Hall attributed success and longevity to the ability to pivot to adapt to changing conditions as well as the ongoing loyalty of businesses that advertise to not only promote top-of-mind awareness, but also support the newspaper.

Moreover, Hall touted the Business Times as a product advertisers and readers not only need, but also want. He said that’s an important distinction. “I look at the paper as a product. Selling a product I believe in and could go out and sell.”

Terry Lawrence founded what’s now the Business Times in 1994. Hall’s brother, Karl, initially worked for the newspaper as a bookkeeper. But joined with their father, Harry, to purchase the newspaper.

Craig Hall said his brother possessed an entrepreneurial bent. “He just saw a business that interested him, and he just thought he’d make a go of it.”

Karl died in 2000, however. Craig Hall said he moved from Michigan to the Grand Valley to help his family and step in as owner and publisher. But also make what he called a fresh start.

Hall acknowledged he knew nothing about the newspaper business at the time, but brought to his career change experience working for high-end retailers, including one of the top men’s clothing stores in the country. “I knew about products and I knew about selling.”

Hall said he also knew he wanted to offer a high-quality product in the Business Times. The newspaper was among the first in the Grand Valley to switch to full-color production on premium paper.

He also transformed what was a monthly lifestyle and entertainment publication produced with newsprint into a glossy magazine that at one point was mailed to more than 12,000 people. He produced additional publications for local chambers of commerce, the Home and Building Association of Western Colorado and Grand Junction Symphony.

Originally a monthly publication, Hall switched the Business Times to weekly publication for five years before switching again to the twice-monthly schedule that’s continued for 16 years.

While they were initially successful, Hall said changing conditions compelled him to stop producing the additional publications and focus his efforts on the Business Times.

The terrorist attacks in 2001 and financial crisis in 2008 caused uncertainty that in turn hindered advertising sales, he said. The onset of the COVID-19 pandemic in the United States in early 2022 was even worse, he said.

By his estimate, 80 percent of advertising vanished overnight.

Hall said he enrolled in a U.S. Small Business Administration program to help with payroll and also received a grant. In addition, he offered buy-one, get-one deals for short-term advertising contracts. The effort was intended in part to help businesses survive in the early days of the pandemic. But advertisers also reciprocated to help the newspaper remain in business, he said.

Hall said he cherishes the personal relationships he’s developed with advertisers. “I can call people and get them on the phone. They’ll pick up the phone or call back.”

Hall said those advertisements help businesses promote their brands as well as top-of-mind awareness. Customers might not immediately respond to an ad.
But when the need arises for a service or product, they’ll remember the businesses offering them.

Hall said he’s turned down advertising when the fit isn’t right or businesses might fare better with radio, television or direct mail advertising.

In addition to selling advertising, Hall writes twice-monthly opinion columns that address what he deems problems in a direct and conversational style. “I think I have a knack for getting to the gist of something.”

Hall said he’s isn’t afraid of the controversy his columns sometimes provoke. “If I think you’re doing wrong, you’re gonna read about. The same as if I think you’re doing right.”

He said he hopes readers respect him for his willingness to take positions on issues — and respect the Business Times for telling good stories about good people doing good things.

After 30 years in operation, that won’t change, he said. Neither will his efforts to improve the product he sells. “I’m not a believer in perfection. I’m a believer in perfecting.”

Hall said he’s had to endure a lot of challenges over the past 24 years — and doubted at the time the decisions he made. But most of those decisions turned out well, and Hall said he’s grateful to continue to live and work in the Grand Valley and be a part of the community. “It’s been a real pleasure. It’s been an honor. It’s been nice to make a living doing that.”