Oct. 30, 2002 — Jon Pepper, president and publisher of Small Times Media, will assume a top communications position with Ford Motor Co. beginning Nov. 25. Pepper helped found Small Times in 2000 to develop media that focused exclusively on the small tech industry.
The company launched the Web site, smalltimes.com, in April 2001 and published the first issue of the bimonthly Small Times magazine that September. Small Times continued to expand its product offerings in 2002 with online newsletters and services.
“The challenge of helping a company the size of Ford to regain its positive momentum in the marketplace was irresistible, both personally and professionally,” said Pepper, who was a business columnist at The Detroit News before joining Small Times and whose father had been an engineer with the automaker.
“The company has had such a profound impact on American business and the way people lead their lives all over the world. It’s attractive to try to help them regain their image.”
Ford’s image problems date back to 2000 with reports that its Explorer models rolled over, sometimes fatally, when treads on underinflated Bridgestone/Firestone tires separated. The ousting of high-level executives such as former Chief Executive Jacques Nasser, numerous recalls and declining stock prices have challenged the auto giant.
Pepper said the communication skills he developed at Small Times will help him with Ford’s efforts to present a cohesive message to its customers, investors, dealers and suppliers. Small Times’ mission is to cover the business, technical and scientific issues of technologies in the micro and nanoscales for a diverse readership.
“It’s strategic communication,” Pepper said, “taking a complex subject matter and boiling it down to its simplest core. Ford needs to do the same.”
“Jon’s vision, his enthusiasm, and his intuitive sense for the emerging small tech industry have been key in establishing Small Times as the leader in small tech coverage,” said Steve Crosby, Small Times vice president and managing editor. “We’ve built a talented staff here and we’ll continue to develop products of the caliber of the magazine and Web site.”
“We’ll certainly miss Jon, but we’re excited that a small tech visionary is taking a visible role in one of the world’s largest and most established companies.”
Rick Snyder, chief executive of Small Times’ parent company, Ardesta LLC, praised Pepper for his strong leadership and “a first class job over the last two years with the launch of Small Times Media.” Pepper played a critical role in developing a staff to carry on the company’s mission, Snyder said.
Pepper has known William Clay Ford Jr., Ford’s CEO, and other Ford executives since Pepper’s days as a newspaper columnist. At Ford, he will hold the title of director of integrated communications and report to Jim Vella, vice president of communications.
Pepper noted that he was leaving Small Times at a time when the company was making steady progress. “The metrics are moving in the right direction,” he said, pointing to readership, circulation, advertising and the company’s reputation as a leader in small tech. “Clearly, Small Times has the traction to continue its positive momentum.”
The magazine has a BPA-certified circulation of 22,993 while the Web site logged 120,000 visitors for the month of October.
“Jon has helped us achieve tremendous business growth since our launch last year,” said Ken Stubblefield, Small Times vice president of sales and marketing. “And with our circulation and readership gains, we are poised to continue that growth into next year and beyond.”
Snyder said a search for Pepper’s successor is under way.