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April 8, 2008

Please don't shoot the Breeze

wal-mart.jpg

THE HEADLINE STARTLED me when I first saw it, too: “Late-breaking news: Wal-Mart approved!” Knowing it to be untrue, I thought for a moment that Sheldon Brown, the owner of the new biweekly newspaper the Ventura Breeze, had lost his mind. But I read a bit further and realized it was part of a phony story he’d concocted as part of a April Fool’s Day prank.

The joke was on Sheldon instead. I’ve always said that you can never underestimate the ability of the public to be only half-engaged. The Stop Wal-Mart Coalition, which is fighting to keep this retailer out of town, was “flooded with calls and emails” from folks worried that Wal-Mart had pulled a fast one, according to an email bulletin I received recently. I’ll add a new saying to my repertoire: never underestimate the ability of Wal-Mart detractors to get all fired up.

It got worse. Monday night’s City Council meeting brought out someone else who was appalled at the thought of this particular retailer slipping in the back door. Launching into a protest speech, he was quickly set straight by the council who assured him it was just a joke.

“Sheldon, we love ya, but don’t do that again,” warned Councilmember Carl Morehouse afterward.

Oops.

As an editor at my college newspaper the most fun I had every year was working on our April Fool’s Day issue. One year we doctored a photo to make it look like a King Kong-sized squirrel was ready to demolish our school’s landmark bell tower. This sort of tipped off our readers that we weren’t exactly serious.

Sheldon’s still learning the ropes of the newspaper business, too. He moved to Ventura not long ago to enjoy his retirement, only to get bored rather quickly. He and his daughter, Staci, launched the Breeze in October. Why? “I’m a lunatic,” he explained. Sheldon’s a nice guy. He never takes himself too seriously.

THE BREEZE IS FILLING a niche for local, homespun news that regional newspapers just can’t fill any more. There’s a section for police and fire reports, extensive local arts coverage and even an advice column “written” by a dog named Professor Scamp. I always pick it up and read it when I see it. Sheldon says he’s employing about 10-12 people these days, all on a part-time basis.

He feels a little sheepish about the misunderstanding. The Breeze received angry phone calls about the April Fool’s prank, mostly from anti-Wal-Mart folks. But nobody took it far enough to call City Hall to complain, according to Lysa Urban of the city’s Civic Engagement Division.

Do we have another April Fool’s page to look forward to next year? Sheldon wouldn’t say, but in retrospect he thinks he should have perhaps led off with another topic this year.

My advice: No Wal-Mart jokes next time. And consider adding a giant squirrel.


Comments

How do you know that people won't misunderstand this story, too, and set off another round of panic?

Posted by: Caroline at April 9, 2008 8:18 AM

Ok Marie I love you, but using a giant pseudo squirrel to inflict fear into readers is simply ludicrous. Squirrels, in particular this brown "Ground" squirrel live in holes in the ground, not parking lots. They also do not knock over bell towers of schools, no matter how big they are. They are innocent furry little creatures just trying to survive in their ever shrinking environment. Knowing how some people misunderstand authors' messages you are risking giving these cuddly creatures a bad rap. Maybe next time try a Big Black Cocker Spaniel. I enjoy a bit of fun now and then in our news publications. Everything is so serious and depressing. It feels good to have a chuckle now and then. If people do not read all the way through and misconceive the message THEY should read more carefully. Oh, I'm sorry was this a joke?

Posted by: Lisa at April 9, 2008 8:29 AM

I thought Sheldon's April Fool's spoof was hilarious! I got it right away, as I'm sure 99.9% of the readers did as well, Pete LaFollette notwithstanding.

As for those pesky little varmints that hang around the Promenade area, I usually wear my hiking boots when I go walking, so I can stomp on them more effectively. I guess you'd call it vigilante eradication...

Posted by: Mongo Flamo at April 9, 2008 8:56 AM

does the Ventura Breeze have a website ? I've not seen this paper. Wonder where one could pick up a copy. May be even submit something for publication !! ha ! A brief google on them hasn't turned up a whole lot. But I'm kinda busy this morning.

Did anyone read that TESCO (FRESH & EASY) has stopped opening more stores by the way ? Guess we won't be getting one out on the East end any time soon. Much to Marie (and a few others chagrin !).

Ha ha ! Find your culture elsewhere girls !!

Happy Wednesdays all !

Posted by: dean at April 9, 2008 9:24 AM

Don't worry Mongo, it is only a question of how long it will take the city to repeat squirrel genocide as they did at the Ventura Harbor. Traps were put out to bait and poison the little guys en mass. What have they done to you beside look at you with the same expression that you have, "What is this creature doing on my turf?" The only difference is the squirrels were here first. If and when there are mutant squirrels (and who knows how long that will take given the state of our environment) I hope they come dressed with giant Timberlands.

Posted by: Lisa at April 9, 2008 9:54 AM

Wow, this blog has really made progress. We are now arguing about mutant squirrels.

Dean, the Breeze is in more than 300 spots around town. I see it in newsstands Downtown a lot and at the harbor. I usually pick it up at Salzer's Video.

Yes, I saw the story about Tesco. Bummer. I liked the idea of their healthy pre-packaged meals. Saves us busy moms time.

Posted by: Marie at April 9, 2008 10:17 AM

Nice blog piece.

Will you write for me after you get fired?

Could I print this in the Ventura Breeze?

Your buddy,
Sheldon

Posted by: sheldon brown at April 9, 2008 4:45 PM

Nah, Mongo, you're too busy pulling the wings off flies to take on the squirrel population too.

Posted by: skip at April 9, 2008 5:04 PM

Hey Skippy, I'd rather be involved in those pursuits than trying to soak the taxpayers for the maintenance expenses of your ocean front mansion.

Posted by: Mongo Flamo at April 9, 2008 6:13 PM

No mansions here in my neighborhood far from the sea but I'm sure they are a step up from the log you live under.

Posted by: skip at April 9, 2008 6:32 PM

No, not much of a log, really. It's actually a nice, spacious, 3,900 square-foot hillside home, with a magnificent ocean view. But, I actually paid for it myself. No taxpayer dollars involved.

Yes, hard work has its rewards, Mr. Skipster. Watch and learn.

Posted by: Mongo Flamo at April 9, 2008 7:44 PM

I think that the Ventura Breeze is just wonderful. I can hardly wait 2 weeks for it to come out.

I pick mine up at Dukes on Seaward but I see it everywhere.

It's about time that we had our own local family friendly newspaper.

How could anyone believe that Walmart would have a bowling alley and miniture golf course, now those would be big money winners for them?

Posted by: Diane Rubin at April 10, 2008 8:15 AM

Thanks for sharing, Mongo. You must've been born under a log, then.

Posted by: skip at April 10, 2008 12:20 PM

Skip and Mango, enough about soaking logs at taxpayer expense - stick with the topic at hand, if you don't mind.

I LOVE Marie's idea of a public art project featuring a giant squirrel in front of the new WalMart supercenter on Johnson Drive!

And to think, it's all paid for by charging people when they call 911 for sand removal.

Posted by: well-informed at April 10, 2008 3:22 PM

I got an e-mail from across the country in regards to my joke about renaming more things after Reagan!

Posted by: Brian at April 10, 2008 4:36 PM

Boy, "Skipped Too Much School", when it comes to witty comments, I guess I am William F. Buckley, Jr. to your Joey Buttafuoco. Better luck next time...

Posted by: Mongo Flamo at April 10, 2008 4:46 PM

Good thing there's a big squirrel up there because we keep hearing from a big nut.

Posted by: skip at April 10, 2008 9:19 PM

Hmmm, the brilliance continues I see. But, alas, I'm losing interest. This is too much like USC (my alma mater) playing a much lesser opponent (say, Ventura College, probably Skip-To-My-Loo's alma mater).

Posted by: Mongo Flamo at April 11, 2008 6:24 PM

It took you 24 hrs. to come up with that? Mongrel is posting way too many personal details about his life which doesn't strike me as smart at all.

Posted by: skip at April 11, 2008 9:28 PM

Why isn't it smart, Your Skipness. Unlike you, I have no reason to be ashamed of my personal life.

Posted by: Mongo Flamo at April 11, 2008 9:59 PM

If your personal life includes things written here, then you have plenty. If you are so proud of yourself, tell us who you are.

Posted by: skip at April 11, 2008 11:21 PM

When pigs fly, my friend. When pigs fly.

I am under no obligation, to you, especially, to reveal my identity. Marie and I have gone around on this issue a few times already.

I feel that blogs should protect your anonymity, if you so choose to keep it, which enables you to be more open and candid in your comments. This is a hobby for me, not a career. I enjoy it immensely and, hopefully, will continue to do so. I think Marie agrees with this perspective as well.

You are anonymous too, since you only use your first name; however, I must admit, there aren't too many "Skips" left in the world.

Posted by: Mongo Flamo at April 12, 2008 11:33 AM

I hate to see our local college (Ventura College) dissed - particularly when it is a much need jumping point for public and private 4 year colleges. I, along with thousands of others went there. I succesfully transferred to UCSB and I know they have students that have gone on to CLU, UCLA, CSU, etc.

Posted by: Katie Teague at April 13, 2008 8:20 AM

Again, Katie, you need to lighten up. My comment on V.C. was not a "diss", as you put it. It was simply a means of comparison. I would challenge you to find 3 people on the face of the earth who would seriously contend that Ventura College is a better educational institution than USC (V.C.'s President is exempt from the survey, of course).

If you put my comment back in the proper context, it still holds true. Now, off with you, to the next Democratic fund-raiser.

Posted by: Mongo Flamo at April 13, 2008 9:57 AM

Ahh, Mango Head - you very much dissed Ventura College.

If you want to compare USC - compare it to UCLA.

Reminds me of "The Office" - isn't Drew always saying he went to Dartmoth or Perdue or some such nonsense?

Posted by: Katie Teague at April 13, 2008 10:10 AM

God you're dense, Katie. No wonder they encouraged you to leave the VCRCC. My point in the absurd comparison was to distinguish my skills at debate and sharp wit from that of this the Skip character, who continues to harangue me on this blog at every given opportunity.

If you want a piece of me, get in line. But, at least take the time to understand what you're arguing about.

Posted by: Mongo Flamo at April 13, 2008 11:33 AM

I think the term all of us UCLA fans use for USC is University of Spoiled Children. Mongo, who acts like a spoiled child, would seem to fit right in.

Posted by: skip at April 13, 2008 11:58 AM

Talk about someone disparaging a fine educational institution. The Skipmeister seems to take the cake here. I anxiously await Katie's criticism of that comment.

Posted by: Mongo Flamo at April 13, 2008 12:36 PM

BTW, I'm not sure I remember the score of last year's USC-UCLA football game. Could you help me out here a little, Skippy? I seem to recall a score of 24-7, but the rest is just a blur of long pass completions and 40-yard runs from scrimmage.

Posted by: Mongo Flamo at April 13, 2008 12:43 PM

It isn't about you Mango. It is about Ventura College. Get with the program. It is not about you.

Getting back to the intent of the thread - I wish the Breeze all the luck in the world. Although I don't want yet another Ventura publication beating up on Wal-Mart. But if it does, I don't have to read it - that is what is so great about the capitalistic society.

Posted by: Katie Teague at April 13, 2008 12:52 PM

Thanks for getting us back on track, Katie.

P.S. I think Ventura College and USC are both fine schools depending on your needs.

Posted by: Marie at April 13, 2008 1:12 PM

Katie, you often speak with a forked tongue. Here you are praising the virtues of capitalism when you've done everything in your power to undermine the Republican Party in Ventura County (the chief defender of capitalism in the free world).

I think you need to get with the program yourself and start being consistent in your commentary. BTW, I've seen your attacks on Mr. Osborn on the Dennert blog for having the temerity to recoup the VCRCC's legal expenses in a flawed case the County's Ethics Commission pursued against them. Yet another example of your inconsistency.

Posted by: Mongo Flamo at April 13, 2008 4:56 PM

From what I've read, the local Republicans are trying to fleece the taxpayers for their legal expenses. Hypocrites all. They undermine themselves.

Posted by: skip at April 13, 2008 9:56 PM

No, you're wrong again, Skip. The County is legally liable for the legal expenses of any organization (including the VCRCC) that it brings a flawed case against, which is true in this case.

You say it is fleecing the taxpayers. Would you consider it fleecing the taxpayers if the County was required to reimburse someone for their legal defense costs if they were falsely accused of a crime by the D.A.'s Office? It's the same analogy.

Yes, the taxpayers would ultimately the cost if the D.A. was held accountable for over-zealous prosecution, just as they will likely have to pay in this case of the Ethics Commission acting over-zealously.

Posted by: Mongo Flamo at April 13, 2008 10:51 PM

Hugely off topic, Mongo. But I will admit to not setting a good tone with this rather silly piece.

Why aren't you on Dennert's blog arguing about the VCRCC issue? He has an entire thread devoted to it.

Posted by: Marie at April 14, 2008 12:45 AM

So if it's proved that the local Republicans brought a frivolous lawsuit do they reimburse the taxpayers for thier expenses in this? Why aren't the Republican fatcats paying their own bills? Surely there is a wealthy business interest or two who can spare the cash. How about you Mongo. You brag about living in an ocean view mansion.

Posted by: skip at April 14, 2008 7:48 AM

Skip, it's not about having random people pay these costs, just because they can afford it. That's called Socialism.

What I hope we have in our country is a system of justice where those legally liable for the costs should pay. In this case, it's the County. The County (Elections Ethics Commission) put itself in this liability position by bringing unsubstantiated charges against the VCRCC in the first place. Therefore, the onus is on the County to pay, not the VCRCC.

The VCRCC had no choice but to hire legal counsel in this case when it was looking at fines of possibly $100,000, or more. What would you have done?

Posted by: Mongo Flamo at April 14, 2008 9:22 AM

Sorry Mongrel, I disagree. If you want to play with the big boys you gotta take your lumps sometimes. Taxpayers shouldn't be footing the bill. You scream bloody murder about the $1.49 a month fee to pay for cops and firefighters in Ventura yet you want us to pay $11,000 for pricey Republican lawyers?

Give me a break!

Posted by: skip at April 14, 2008 5:45 PM

Sorry, Skippy Peanut Butter, but wrong is wrong. If we start condoning prosecutorial misconduct in the form of an out of control Ethics Commission, what's next? The Gestapo at our front door?

Now, I ask you Skippy, is that what you really want?

Posted by: Mongo Flamo at April 14, 2008 9:48 PM

Somebody needs to find ethics for the local Republicans. I'd pay to do that. But not for their lawyers.

Posted by: skip at April 15, 2008 6:49 PM

One of your Democratic presidential contenders has plenty of ethics, Skippy - lying at every opportunity. She's starting to sound more and more like her husband.

Posted by: Mongo Flamo at April 15, 2008 7:21 PM

Typical right wing. When they start losing arguments they always blame a Clinton for something.

Posted by: skip at April 16, 2008 7:22 AM

Well, Skip, if the flying bullets fit, wear them.

Posted by: Mongo Flamo at April 16, 2008 8:53 AM

OK so it had me going. I would be the happiest April Fool if
this all really was a joke, but my knee jerk reaction was
because the city council and redevelopment is so growth oriented
that a thinly disguised joke in print could really become a WalMart
plan in the works for Ventura. Why else would their be a StopWalmartVentura campaign in place, even before all this started?
If I have to bare the humiliation of 99% who didn't fall for it
that still would be worth taking a stand against this project.

Posted by: pete lafollette at May 23, 2008 12:25 PM
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