Bottom Line Communications

KALSEY McCALL TO LIMIT DUTIES AT '435 SOUTH'
    There are few things more difficult than trying to develop a new publication. The odds against success are astronomical.
    However, that was not the case with "435 South" magazine, which debuted in August 2005 featuring Overland Park Mayor Carl Gerlach on its cover. Much of that success could be attributed to its editor Kalsey McCall, who recently announced that she will be limiting her duties with the publication to spend more time with her new baby.
    The magazine was initially owned by mega-publisher Gannett Publications (USA Today and others) with University of Missouri journalism graduate McCall as its "regional editor."  However, because of Gannett's ownership it began to focus on national stories rather than its key Johnson County demographic.  It was in bad shape. 
     However, in 2006 Publisher Kathy Boos and other partners purchased the publication.  With local ownership it focused on local happenings and turned into a huge success.
    In the May issue of "435 South" Boos has high praise for McCall's efforts. "Under the direction of Kalsey the evolution of editorial skewed purely local...It was as though someone had turned on light switch...Kalsey is to take credit for making each issue a glowing testament to the community..."
    The lifestyle publication today is thriving with the glossy magazine's current issue covering 144 pages. "The Magazine of South Johnson County" is sent free to five targeted demographic zip codes in Overland Park and Leawood:  66209, 66211, 66221, 66223 and 66224.