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Lifetime Achievement Award WinnerIf there were a traditional path to the ASBPE Lifetime Achievement Award, Abe Peck would rarely have walked along it. Exalted as a professor since 1980 at Northwestern UniversityÍs Medill School of Journalism until his decision to retire from full-time duties this year to Santa Barbara, he built up strong associations with B2B magazines. He was the first Medill professor to hold an endowed chair (the Theodore R. and Annie Laurie Sills professorship) and the first to be awarded a second named chair, when he became the Helen Gurley Brown professor at the school. His other rare title: Chair of Journalism & Cross-Media Storytelling, with much of his work — also uncommon for a professor — geared toward promoting the idea that journalism and storytelling in B2B publications do go together. ItÍs made him, as his boss, Medill Dean John Lavine, puts it, “a national treasure.” But few would have predicted that outcome when, after a short stint in the Army Reserves, he adopted the nom de protest, “Abraham Yippie,” at the side of Abbie Hoffman and others now known to followers of ChicagoÍs 1968 Democratic National Convention as the Chicago Seven.
Journalistically, he was involved with that city’s best-known underground newspaper, The Chicago Seed, before he began helping Jann Wenner shake up the media world at Rolling Stone. Then he dabbled with the somewhat more establishment Chicago Sun-Times and Chicago Daily News. As a staff editor for the budding San Francisco-based culture magazine, he helped shape Rolling StoneÍs music coverage. But in writing, he answered to a distinctly eclectic muse. He ranged from delving into Working’s Stud Terkel, to the peculiarities of the budding drug accessory industry quaintly known as “paraphernalia.” Giving a start to the ‘Terminator’?Looking back at that period, however, some see his most significant contribution as casting the first serious magazine light on the personal transformation of a young body-builder known mainly among denizens of Santa Monica’s gyms and beaches. Peck saw something unusual in the attempt of this mountainous figure to become Mr. Olympia for the seventh time. And the writer’s compelling Rolling Stone saga helped propel the career that led the muscleman to become one of the world’s most popular actors, the spouse of a beautiful Kennedy-family news reporter, and, most recently, California governor. In short, we may all owe Abe for the phenomenon known as Arnold Schwarzenegger. Look for Peck in the film “Pumping Iron.” In some ways, Abe never quite left the ’60s and its special media creations. Thus, he is author of Uncovering the Sixties: The Life and Times of the Underground Press. In that volume, he traces some of the beginnings of the alternative media movement to, of all publications, Mad magazine. And he has edited or contributed to nine other books, some of which touched on that theme. And he was a contributing writer to the history of the decade, Voices from the Underground, as well as The Eighties: A Look Back. Additionally, Peck wrote an 8,000-word feature for Crain’s Chicago Business on the 20th anniversary of the 1968 Democratic Convention. An academic voice for B2B publicationsSo what’s he done to earn a place with ASBPE’s distinguished list of business publication legends? Plenty. In his 28 years at Northwestern, he has directed Medill’s magazine program, and worked with the school’s prestigious Media Management Center and its cutting-edge New Digital/ Publishing Projects. Those efforts brought to academia and the student population an understanding and enthusiasm for B2B magazines that is truly unusual and exemplary. His students have created more than 30 prototypes under his tutelage — many of them business publications. His publishing workshops have been conducted across the U.S. and in Ecuador, England, Finland, the Philippines, and Hong Kong. And he’s been an especially valued consultant to Advanstar Communications in the U.S. and England, helping with its editorial audits alongside another ASBPE Lifetime Achievement Award winner, Advanstar editorial director Vernon Henry. And he has served in consulting roles for B2B publishers including Crain, Lebhar-Friedman, Vance, Putman, and Global Sources. His journalism judging has extended to the National Magazine Awards and the Jesse H. Neal Awards. His associations with ASBPE trace back to the 1980s. He has attended several ASBPE Azbee Awards of Excellence banquets, introducing previous honoree Stan Modic in 2006, and supporting his colleague Henry for the award in 2001, and former student, Stephen Barr Award winner Shabnam Mogharabi, in 2007. The Association for Education in Journalism and Mass Communication’s magazine division named him Educator of the Year in 2004, and in 2006, the Chicago Journalism Hall of Fame enshrined the man who, 35 years earlier, had been a protestor choking on tear gas in the city’s Lincoln Park. This is retirement?Medill Dean Lavine notes that Peck has been one of his most trusted advisors, especially in the school reform strategy known as Medill 2020. Not surprisingly, for someone active in the “ counterculture,” Peck is also the one who regularly tells the dean “when he thinks we’ve made a wrong decision or should change a plan that is under consideration.” As Peck and his wife Suzanne move to California, he will be special counselor to the dean and help develop B2B media and the school’s New Digital/ Publishing Projects. They will continue offering magazine seminars and his wife’s specialty, diversity, at the Media Management Center, with Peck also representing the Center in China and India. Peck’s editorial performance reviews will continue with Advanstar, as will his lecturing in China and Hong Kong with his Asia consulting partner, Don Brown, the former publisher of Time Asia. If there ever was a character nimble enough to give advice to publications adjusting to the rapid-fire technological, financial, and artistic environment, that character is ASBPE’s 2008 Lifetime Achievement Award recipient, Abe Peck. — Roy Harris, ASBPE Immediate Past President About the Lifetime Achievement AwardOur Lifetime Achievement Award was established in 2000 to recognize editors who have made significant and lasting contributions to our editorial profession and to the industries their magazines serve. Previous recipients were
To receive the Lifetime Achievement award, a candidate must meet four requirements:
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