STORYLINE Music, art and film in Sacramento

This storyline has only one article

Viewing thru of

Close timeline

No high resolution image exists...

Progress bar

Loading images
Slideshow image

For a number of Sacramento's magazines, the phrase "labor of love" takes on a double meaning. Three of the best-known local magazine publications are run by talented couples.

Sactown Magazine is run by husband-and-wife team Rob Turner and Elyssa Lee, and Midtown Monthly is run by married couple Tim Foster and Liv Moe. Sacramento's newest couple-run magazine, Submerge, is run by Jonathan Carabba, 24 and Melissa Welliver, 29, who are unmarried.

This Saturday, their biweekly will be celebrating its two-year, 50th issue anniversary with a party at Marilyn's on K. It will feature live music from hip-hop artist TAIS, dub artist CHLLNGR (formerly Dub Defender) and DJ Mike Diamond.

"I think (working with Welliver) is awesome and a special partnership is beneficial because you learn your roles and feed off of each other," Carabba said. "It's beneficial for both of us, and it kind of goes to show, it's a winning combo (since) Sactown and Midtown Monthly are both amazing publications. We're fans."

Carabba, originally from Santa Cruz and Welliver, from the Mt. Shasta area, met in Chico about four years ago. They were in different graduating classes at Chico State. Welliver earned a degree in graphic design while Carabba majored in music business and minored in marketing.

Soon after meeting, they relocated to Sacramento with the idea that a larger city had more opportunities. They realized that they both had a passion for the arts, and with Welliver's experience in art direction at a publication and Carabba's marketing abilities, they had what it took to start a business.

The magazine-obsessed couple immediately dove into the publishing industry.

"We knew right away what we wanted to do," Carabba said. "It was a matter of doing the research, getting the right people on our team, and really just diving in and doing it. We borrowed money from Mom and Dad, and I would pound the pavement trying to get enough ad dollars to cover the printing bill."

They picked up a senior editor, James Barone, and the three of them formed Submerge's core staff. Submerge employs a team of between six to 12 freelance writers and photographers who contribute to the magazine regularly, but the business looks to expand the number of staff.

With such a small core — Carabba as advertising director and Welliver as editor-in-chief and art director — Submerge has always been a tight ship.

The magazine is created digitally before going to print, so until Carabba began renting office space at the Urban Hive last month, the couple never worked from an office. Submerge's office was Carabba and Welliver's home in the Marshall School area. After moving to the College Greens area near Sacramento State, the couple changed Submerge's address to a P.O. box.

It was stressful and difficult to pay the bills for the first eight months, Carabba said, but their friends and family told them to stick with it for two years before measuring their success. Now they publish nearly 18,000 magazines monthly, which they still load in their Camry and hand deliver. In the last two years, Submerge has conducted interviews with big-name entertainers like Cheech and Chong, Katy Perry and Dane Cook before their respective performances in Sacramento.

What's in store in the next two years?

"In the next two years I think we will have a little office space, a couple more people helping us out full time, interns and a few more pages," Carabba said. "I see growth."

Submerge can be found in local newsstands, coffee shops, record stores and other businesses.

Submerge's 50th issue party takes place at Marilyn's on K, 908 K St. at 8:30 p.m. Drink specials include $2 Bud Lights, $5 Kamikazes and $6.50 beer and shot pairings. 21+
 

Liked this article? Share it with your friends:

Conversation Express your views, debate, and be heard with those in your area closest to the issue.RSS Feed

January 6, 2010 | 3:31 AM
there not married, oh my!
1 0
REPLY
January 6, 2010 | 9:28 AM
I really enjoy Submerge; it helps fill the gap left by the loss of Alive & Kicking and the writing is quite good. I particularly enjoyed the piece on the eight bands that broke up last year; not because the bands broke up, but because someone took the time to examine the "whys" involved. Good work kids.
1 0
REPLY
January 6, 2010 | 10:48 AM
Melissa from Submerge is a FOX! have you ever seen her? She is fiooooneeee!
1 0
REPLY
January 6, 2010 | 11:43 AM
Submerge is not only "talk"......they truly support and advocate the local music scene too. They sponsored my local music awards event, and were a key component in the success. I am proud of this "unmarried couple" (LOL) and I truly support everything that they are about. I hope there is an article written again when they have their 10 year anniversary. Kudos to Jonathan & Melissa.

J @ SacShows
1 0
REPLY
Leave a Comment
User icon
Type your comment in the box below Edit your comment in the box below

Type tags into the box below.
Use commas to separate your tags.

Cancel Submit

Please Log in or Sign up

Existing Members

Sign In Progress bar Forgot Password?

New Users Create an Account Here
Progress bar
Verification email has been sent. To validate your account open the link provided in the message.
There was a problem sending your verification email. Please contact support@sacramentopress.com
Progress bar Login background Tag cloud top Tag cloud background Tag cloud bottom Login manager background