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16TOBACCOOUTLETBUSINESSMARCHAPRIL2009NEWSTRENDSMARCHAPRIL2009JenniferGelfandx1cMyparentsweresmall-businessownersandIgrewuphearingaboutthechallengesx14andjoysx14orunningacompanyonadailybasisx1dsaysGelandwhoisoneotheoundingeditorsoTobaccoOutletBusiness.x1cOverhearingandlatertakingpartinthoseconversationswasabigpartowhyIchosetodouble-majorinbusinessandjournalism.Icouldnx19tdecide.x1dIntheendshedidnx19thaveto.AcareerlargelyspentwritingaboutmanagementandentrepreneurshipputGelandx19sdualdegreesinmarketingandmagazinejournalismtogooduse.AtergraduatingsummacumlaudeandwithhonorsromSyracuseUniversityx19sS.I.NewhouseSchooloPublicCommunicationssheworkedbriefyintravelwritingbeorejoiningDiscountMerchandisermagazineasanassociateeditor.Gelandwasnamededitor-in-chieothepublicationsixyearslater.ShewentontobecomeacolumnistatEntrepreneurandtoeditandwriteorthepublicationsonumerouscompaniesincludingAmericanLawyerMediaAccentureCFOmagazineChieLegalExecutiveLLCMerrillLynchandStandardPoorx19samongothers.GelandhasappearedasanexpertonseveralbroadcastnewsprogramsincludingCNBCx19sx1cPowerLunchx1dNPRx19sx1cMarketplacex1dandFoxNewsandshereceivedtheAmericanSocietyoBusinessPublicationEditorsx19nationalx1cBestFeatureStoryx1dawardin2004.TodayshedevelopsthecontentoTobaccoOutletBusinesswriteseaturestoriesandeditsthepublication.x1cOurreadersstrugglewiththesameissuesmostbusinessownersgrapplewithaugmentedbybeinginanindustrythatotenseemstobeunderx1reromallsidesx1dsaysGeland.x1cItmakesourjobocoveringnewsaectingtheindustryandbestpracticeswithinthatindustrybothchallengingandrewarding.x1dGelandx19sdowntimex14largelyspentchasingher3-year-oldtwinsaroundthelakeronthomeinNewJerseysheshareswithherhusbandMichaelx14isequallyso.x1cTheyalwaysrunindierentdirectionsx14andIdomeanrunx1dshesays.x1cItkeepsusx1t.x1dReneeCovinox1cIx19velearnedsomegreatlielessonsromtobaccooutletownerswhohaveprovedtobetheultimatesurvivorsx1dsaysCovinowhocameonboardasaeaturewriterwithTobaccoOutletBusinessduringthemagazinex19sx1rstyearmorethanadecadeago.x1cIeellikeIx19vereceivedagraduatebusinessdegreerominterviewingandprox1lingthestrongestoourindependentretailersx14andnowwiththewholeeconomyinjeopardytheyx19resettingagreatexampleorsmallbusinesseseverywhere.x1dCovinoreceivedherormaleducationromLehighUniversitywhereshedouble-majoredinjournalismandmarketing.ShegraduatedmagnacumlaudeandasaWilliamsScholarJournalism.PriortojoiningTobaccoOutletBusinessshewroteorandeditedseveralretailtradepublicationsincludingConfectionermagazinewhereshewasexecutiveeditororx1veyears.DuringthecourseohercareerCovinohashaddozensoherindustryarticlesreprintedinthenewslettersoFortune500companiessuchasIBMandWal-Martandcollegetextbooks.Shehasalsospokenatretailseminarsconductedocusgroupsinpartnershipwithtwoindustrytradeassociationsandcoordinatedindependentresearchstudiesoncandyandtobacco.TodayshecontributesstoryideasandwriteseaturestoriesandtheregularcigarcolumnorTobaccoOutletBusiness.Shealsocontinuestodeveloprelationshipswithwhatshecallsthex1cbackbonex1dothetobaccoindustry.x1cTobaccooutletretailersareapassionategroupx1dshesays.x1cIlovevisitingwiththemx14especiallyduringcigarnightsx14andx1ndingnewstorestoprox1leasItravelthecountry.x1dWhenshex19snotwritingaboutcigarsandtobaccoyoucansometimesx1ndCovinoonherbackdeckoverlookingalocalgolcourseenjoyingax1nestogiewithherhusbandMarc.