‘Long Live The OBSERVER’

Co-Founder’s Wife Georgella Gladden Captures ‘The Beginning’ In Unique Style

By Georgella (Gladden) Burnette-Ellis | Special to The Observer

EDITOR’S NOTE: Georgella (Gladden) Burnette-Ellis has a very unique and historical perspective of The OBSERVER. She was there at the paper’s beginning. She is the widow of one of its founders, the late Geno Gladden. Her “storyteller’s presentation” of some of the early moments in the life of The OBSERVER are reprinted here from an earlier anniversary edition. Scan the QR code to see her talk about her early years with The OBSERVER.

ONCE UPON A TIME … there were three men and their wives, who lived a very modest life. The three men were young, younger and youngest. They were called John, Geno and Bill. These men were ambitious, daring and determined.

According to the Astrologers, their moon signs were Taurus, Capricorn and Gemini. Their wives were courageous, trusting and loving.

There once was a Black newspaper called the “Outlook,” which was opened, published, edited, printed and distributed by a very tender, warm, soft and kind man named Rev. J.T. Muse.

If there ever was or is a Black Aristocracy, Rev. Muse certainly was a charter member.

Rev. Muse was ready to retire. There was no longer to be a Black newspaper and there always was a Black newspaper in this town – at least as long as I can remember – didn’t everybody have a Black newspaper?

This is where my story begins, with these three men, John, Geno and Bill, taking “an idea” and challenging rejection.

Our man Bill was president of the Men’s Civic League when the order of business was to continue the tradition of a Black newspaper in this town.

Well, the idea was great, but what? When? Where? And how? Made the whole idea sedentary.

This is when Bill presented the “idea” to John and Geno, who presented the “idea” to their respective wives who responded individualistically, “a newspaper?”

Needless to say, the idea was accepted and acted upon.

Now, these three men were not at all alike: different backgrounds, ages and experiences.

Their commonality was communication and determination.

A brief synopsis of the three: Bill was the youngest, tallest, and assertive. Soft-spoken, but could roar like a lion with expertise in management, computer science and politics.

Geno was the shortest, most popular, and aggressive, could charm a bird out of a tree, expertise in fine arts and music and lithography.

John was the oldest and had the largest family, 10 children. Comforter, consoler, and gentleman with expertise in public relations, salesmanship and mixology.

One of the first decisions was the name. Well, it turned out to be a research project.

About 40 names turned up, which were very quickly narrowed down to three. “The Sacramento Observer,” “The Sacramento Times,” and “ The Sacramento Journal.”

After things like content, frequency, and distribution were decided, the paper started rolling in three different family rooms. What I knew about a newspaper could choke a flea. That’s when I started becoming paranoid about the family room taking on the characteristics of a giant paperweight. I started referring to that area as “the den.”

These men worked hard and long for the “idea.”

They each had jobs they attended daily, plus a newspaper to produce.

I’ll always remember the first edition, a bit skimpy, but sensational. They were proud, and so were the wives, because it could be done. 

The idea was starting to become a reality.

The paper started growing and my den was becoming smaller. I could barely see the piano, and it was an upright.

John, Geno and Bill decided the paper needed a place to call home.

The paper moved to 2401 21st St. with great gusto, which was cherished by all concerned.

The staff grew, circulation increased, along with overhead and printing cost, which initiated the first major problem … “money.”

Now, these men did not have any money. After all, the idea was built on faith not on money.

About this time is when I made one of my most profound statements: “I thought the paper was self-supporting.”

Well, this turned out to be one of my most exiguous statements. particularly when the word “self” was being used.

So John, Geno and Bill began pounding the streets for charity, donations, shares or loans. It was incredible, the response.

Simply amazing.

Such as “Why a Black paper?” or “Community papers are dead,” or “What’s in it for me?” and my favorite “The Sacramento who?”

Needless to say, it was of no avail. Back to the drawing board they went and drew up a proposal consisting of various objectives and goals, which was presented to a local bank. After several hours of interviews with several different loan officers, the ever impressing question was, “Why can’t you go to your own people for the money?”

That’s when the idea became an irrepressible force. Ever tried to stop the rain? Neither have I.

The Rock of Gibraltar had nothing on John, Geno and Bill. You would have thought they just inherited a million dollars. They just kept on pushing for the “idea.”

These three men had another attribute … one had faith … one had hope … and the other had charity. And all together, they were not to get rich with the idea, but to provide the community with a legitimate and honest Black newspaper. I had visions of becoming rich and famous. I soon learned that virtue and riches seldom settle the same place.

The years have come and gone, 60 to be exact.

Joy, tears, happiness and sorrow, had their toll. The ups and downs were many. Through faith, and courage, the “idea” survived.

“Long live The Sacramento OBSERVER.”