A quarter century. Two-plus decades. A silver anniversary. No matter how you say it, 25 years is a major milestone. It’s a long time for any business to survive, never mind one in the publishing field, which has turned increasingly volatile and challenging in recent years.

But TOTI Media and its flagship publication Times of the Islands are celebrating that achievement. And 25 years seems like a good time to reflect on what’s gotten the company to this point, and how it’s positioning itself to make it to the next anniversary down the road.

When founder and original publisher Friedrich Jaeger launched Times of the Islands in November 1996, he was told that failure was inevitable. “But the timing was perfect,” he says. “There was no other high-end, glossy magazine on Sanibel and Captiva islands.”

Friedrich had experience in sales, marketing, banking and corporate acquisitions, was skilled at financial analysis and strategic thinking and had previously published magazines for the 1980 Olympic Winter Games and the 1982 FIFA World Cup. He threw himself into his new venture, attending community event after community event so that the islands’ businesses and residents would get to know him.

One challenge came after another over the years: The 9/11 terrorist attacks. August 2004’s devastating Hurricane Charley. The Great Recession of 2007 to 2009. September 2017’s powerful Hurricane Irma. The one-two punch of red tide and blue-green algae in 2018. 

But Friedrich has refused to give up. And since 2009, his wife, Daniela, has been at his side. She joined the company in 2010 and now serves as group publisher and president, allowing Friedrich to focus on such things as marketing presentations, negotiating with vendors and assessing the feasibility of new publishing projects.

“I have to admit, if Daniela had not joined TOTI Media, I don’t know if I would have still had the energy to deal with everything,” says Friedrich. “But she is just a blessing, and I am fortunate, honored and proud to call her my wife.”

A Time of Transition

Daniela came on board at a time of major growth for the company, which had been rebranded as TOTI Media after creating and launching a second regional publication, RSW Living, in 2008 and acquiring GULF & MAIN and Bonita Living (which became Bonita & Estero) in 2009. These moves helped TOTI Media expand its reach beyond the islands, attracting both new readers and new advertisers. Cape Coral Living was added to the TOTI Media family in 2016.

Daniela had extensive experience in marketing and the hospitality industry, and she brought fresh eyes and fresh ideas when TOTI Media needed it. The magazines, their advertisers and the region were still in recovery mode from the economic downturn. The couple worked to reorganize the company and continued the strategies that had been in place for more than a decade, such as forgoing a full-time staff to work instead with independent contractors and filling the magazines with high-quality content. 

“The company needs a vision, but without the right help and partner by your side, you cannot do it,” says Friedrich. He watched as Daniela took on more and more responsibility, eventually taking the reins of the company.

“If I could not let go and give her a chance to prove that she was capable and able to stand for what she does, I would have been a fool,” he says. “When I saw her potential and energy, as well as her understanding of the business, it was the right way to do things. It helped Daniela to grow, be innovative and let her creative juices flow.”

It wasn’t without a few hiccups, moments that let Daniela see the potential challenges that could lie ahead. When she first came on board, Friedrich told her to familiarize herself with the magazines’ publishing programs. While she played around in the software to educate herself, she didn’t realize that she was also inadvertently messing up the layout being finalized for the next issues of the magazines.

“Friedrich started shouting, ‘DAAANIELA, what have you done?’ ” she recalls. “And I just walked over to him and said, ‘If today’s reaction reflects our working relationship, I would rather go back into the hospitality industry.’ ”

She didn’t, of course. And the experience showed her that the challenges would keep coming, and it would be the way she reacted to them that mattered.

“We all make mistakes,” she says. “If you feel you are the right person for the job, you will make it work. I stayed and worked diligently to not make any mistakes anymore. It showed me from the beginning that before you do anything you need to think it through, because everything in the end will have consequences. Yes, there will be hurdles you have to tackle where it would be easy to throw the towel in. But those give you the opportunity to prove that you can handle it.”

“Daniela is absolutely honest when admitting that she does not know certain things,” says Friedrich. “But then she immediately tells me, ‘Don’t worry, I’ll figure it out.’ Seeing her keep growing into the business with confidence makes me smile every day.”

And that business itself keeps growing. In addition to the regional lifestyle magazines published bimonthly under the TOTI Media umbrella, the company expanded into custom publishing in 2010, starting with Hope Hospice’s Wings of Hope publication. It has since created successful, ongoing custom publications for South Seas Island Resort, the Inns of Sanibel, Sanibel Captiva Beach Resorts, and Golisano Children’s Hospital of Southwest Florida.

A Part of the Community

Trust has been an important component of TOTI Media’s success, whether it’s the trust between Friedrich and Daniela, the trust they have in their writers, editors, designers, salespeople and vendors, or the trust that’s been built between the magazines and its advertisers and subscribers over the years.

“Loyalty is earned, not bought,” says Burton P. Golumbic, D.D.S., who owns a dental practice in Bonita Springs and has been a longtime advertiser in Bonita & Estero. “The reason why TOTI Media is 25 years old is because Friedrich and Daniela don’t just look at advertisers as revenue for them. They look at how can we become a part of their business, and how can they become a part of our business? They are truly interested in helping out the community.”

Golumbic and his wife, Lizzie, have experienced that firsthand. Friedrich and Daniela, whom they now count as close friends, have shown up each year for the charity walk the Golumbics launched in support of their son, who has epilepsy. 

“They just can’t do enough for us, and for so many other really great endeavors in the community,” says Golumbic. “That says so much about the people they are. They’re in touch with the community. They go out of their way to really support all kinds of charities, and not just for the glamour of taking pictures at events.”

TOTI Media’s unwavering commitment to quality and to championing the region it calls home have also contributed to its staying power. “My father gave me the advice that whatever you do, do it right and with quality, or don’t do it at all,” says Friedrich.

“People have literally every single volume [of Times of the Islands] ever printed in certain homes on this island,” says Scot Congress, president of Congress Jewelers on Sanibel. “The magazine is a keeper.”

It’s also been a perfect place for Congress to showcase pieces such as his company’s islands-inspired SeaLife By Congress collection. Congress Jewelers advertised in Times of the Islands’ first issue and has been a consistent presence in the magazines ever since.

“Because of the high-quality images in the magazine, it represents our jewelry well,” says Congress. “The gemstones and metals always show well, and since the magazine is a ‘collectable,’ our advertisements last forever. Anyone can print a magazine. But Friedrich has never lowered his standards. He does the best possible job he can do for every single issue.”

“TOTI Media puts sincere value on local businesses and the people who make them work, day in and day out,” says Richard Johnson, owner of Bailey's General Store on Sanibel, another longtime advertiser in the magazines. “Daniela and Friedrich personally know the businesses that advertise with them. They understand their business and how the two companies can benefit each other in the business relationship.”

Spotlighting what makes Southwest Florida special works to everyone’s advantage, says Johnson. “Friedrich and Daniela are successful because of their commitment to and focus on the community which we all call home,” he says. “They feature people and their businesses that give back to the community they serve. I cannot think of a better way to give back to a community than to celebrate those businesses and people that do exactly that.”

Lighthouse Cafe on Sanibel has advertised with TOTI Media for only about six years, but it’s a move that has paid off. “Once I knew that I needed to expand my reach, they were the only and the obvious higher-end choice, in my opinion,” says Mike Billheimer, who owned the restaurant for 32 years before his nephew Daniel took it over two years ago. 

“When I did begin advertising with them, I drew more customers from off island. And I’ve never looked back, because of the exposure [the magazines provide]. The magazines are so attractive and glossy and beautiful, and the writing is also very professional,” Billheimer adds.

Over the years, the City of Sanibel has chosen to advertise in Times of the Islands when it has information it wants to convey to visitors to the islands, because the magazine can be found in many of the lodging options on Sanibel and Captiva. “Because we have so many unique environmental messages or traffic messages, we know we have to touch the visitors and that’s where we find that audience,” says Judie Zimomra, Sanibel city manager. 

She also appreciates the fact that TOTI Media’s magazines can take a thorough look at some of the important issues in the area. “In a magazine format, you always have an opportunity to give a topic a more in-depth analysis than you can in the day-to-day news,” she says. “And of course there is a value to that.”

“Friedrich and Daniela are very personable people, and they provide a professional product that is interesting and enjoyable,” says Porter Goss, former U.S. congressman and director of the Central Intelligence Agency who was Sanibel’s first mayor. “The magazines generally focus on what I would call uplifting good news, and that’s important at a time when it seems like there is plenty of bad news out there.”

Goss, who has lived on Sanibel since the 1970s, has experience in the publishing industry himself as a founder of the Island Reporter newspaper several decades ago. He saw how much work it took to keep an endeavor like that running.

“I think Friedrich and Daniela deserve a lot of credit for sticking with it and building up what they have built up,” says Goss. “It’s a pretty good testimony to their energy and vision. What they put out is good information, and it certainly puts our best foot forward when they emphasize the positive. I hope the next 25 years go just as well.”

A Team Effort

A loyal cadre of freelance writers, editors, photographers and designers has helped bring the high-quality content and design to the magazines. Some of these independent contractors have been with TOTI Media since the beginning or boast tenures almost as long as the company’s. 

“I started writing for TOTI Media with the premiere issue of Times of the Islands,” says Barbara Linstrom, a longtime contributor to the magazines. “I was part of the collective of creatives that Friedrich assembled to conceptualize and strategize; we had a lot of really energizing conversations at his house and at various island venues. After 25 years, there are still so many stories to tell about our islands to help new residents and visitors understand the prevailing value of living in harmony with nature that defines Sanibel and Captiva.”

Other independent contractors have departed and returned over the years, maybe taking on different roles at different times but always remaining part of the TOTI Media family. “Our door is never closed,” says Daniela. And whether they’re still involved at this point or not, everyone who has ever worked for the company has played a role in getting TOTI Media to where it is today.

Elizabeth “Libby” Grimm wrote and edited for Times of the Islands in its early days. “I loved everything about the people I worked with and getting to know both islands, because I hadn’t lived here that long,” she says.

Her favorite experience? Flying in a helicopter above Sanibel and Captiva for a story. “How about getting to do that?” she recalls. “How lucky was that?”

After obtaining a master’s degree in library science, Grimm left the company and worked for seven years as a college librarian. But she’s now back at TOTI Media serving as a contributing editor.

“Friedrich and Daniela do a good job of spotting talent,” says Grimm. “And what’s so nice about it is you can come and go, and they are always welcoming. The magazines feel very fresh; there are always such interesting people to interview and write about. When you work for TOTI Media, it’s enjoyable to learn about the islands and beyond. And for readers, they have fun reading about the area, and it makes them have a better time here.”

“One of the things I loved most about working for TOTI Media is the trust and latitude I was given and still am given to tell stories about what is happening locally, along with national and international twists,” says cuisine and travel editor Gina Birch. “I began writing many memorable stories over the last 15 years: highlighting local chefs, culinary tours to Cuba, wine travels both domestic and international—but one that always stands out is my interview with Marilyn Manson. My second favorite story was a cover story in 2017 titled, ‘The Melting Ice: in both our world and our hearts.’ 

“Stories like this are ones that can truly make a difference on so many levels. They are also personal and ones that leave me with a great feeling of responsibility. I'm still grateful I was allowed to do it. I love that the Jaegers live here, and while they are dedicated to promoting all of the good things our area has to offer, they are not afraid to dig into tough, complicated subjects when needed.”

Libby McMillan Henson has written for TOTI Media since the very first issue of Times of the Islands. Her favorite story is one she wrote about the dark skies movement. “It really made me appreciate how beautiful the night sky is on these islands, as well as in other remote places,” she says.

As a prolific freelance journalist, McMillan Henson knows longevity in this industry isn’t easy. “I’m really impressed with the staying power of the magazines, because I know it’s a really tricky industry,” she says. “It’s a direct testament to the quality of the content. For people who only visit once a year, the magazines are a great way to stay connected to the place they love so much. 

“And for the people who live here, it helps keep them in touch and enriches their lives by connecting them on a deeper level to the community. TOTI Media does a really good job of keeping readers up to date on what’s new, as well as diving into interesting angles of things we may overlook or subjects we think we know everything about,” McMillan Henson notes.

“TOTI Media has always made quality a priority; that’s why it has endured,” says Susan Holly, who was editor of Times of the Islands from 1997 to 2000, and returned to TOTI Media in 2014 to serve as senior consulting editor. “In our first year of entering the Florida Magazine Association awards in 1998, we won bronze awards for best-written magazine overall and best in-depth reporting, out of close to a thousand publications, many with much bigger budgets. 

“The magazines have built upon that tradition of excellence through the years. The focus in the early years was Sanibel and Captiva; now TOTI Media does a good job of portraying all of Southwest Florida as an appealing place to live and visit.”

Looking Ahead

There’s no question that 2020 has been another challenging year. The COVID-19 pandemic has impacted TOTI Media and the many local businesses that fill the magazines’ pages. Like most people in the area and country, the Jaegers look forward to better times ahead.

Another change this year came when longtime TOTI Media president Guy Tober transitioned into a new role as chairman of the board. During the course of a dozen years, he had consulted with Friedrich on financial issues for the magazines and represented TOTI Media at community events. With Daniela assuming the role of president, TOTI Media became certified as a woman-owned business in the state of Florida.

“Times of the Islands has always been a very high-class magazine that’s beautifully put together with good articles,” says Tober. “And then the company started to grow. I’ve known Friedrich for a long time, and he’s a good businessman. And Daniela works hard and has good ideas.”

In 2021 and beyond, the couple plan to keep doing what’s brought them this far. “We have wonderful and loyal advertisers and subscribers, and we are very grateful for all their support over these 25 years,” says Friedrich. “They keep us going, and it feels great to get up in the morning, because you have a purpose. So why stop something when you are having fun with what you are doing?”

“Our strategy is very simple: We respect each and every member of our community, and we hope they respect us,” says Daniela. “We will help you, and we hope you will help us. We believe that with everything we have set in place over the last few years, and especially over the last few very challenging months, that we will stay on course with our print magazines and will increase print and digital offerings as we aim for growth over many years to come.”

TOTI Media is embracing technology to expand its digital presence, forging strategic partnerships with local companies and organizations. Customers who place online grocery orders at Bailey’s, for example, receive access to a digital issue of Times of the Islands on their receipt. Digital versions of TOTI Media magazines are being made available in waiting rooms at local doctors’ offices, and the magazines are also available through PressReader and the Apple App Store.

As TOTI Media celebrates its major milestone, it also applauds any local business reaching an anniversary of its own. “Let’s celebrate everyone who stays in business or has been able to create a business, whether it’s for one year, 10 years, 15 years or 75 years or more,” says Daniela. “It’s no easy task, and as we go into a new year, we hope it will be a healthier one in all ways.”

A freelance writer based in Nokomis, Florida, Beth Luberecki has written for TOTI Media and held various editing roles since 2004.