Alaska promoter Bill Vernon built publishing empire

It started by accident. A stranger waltzed in to the Washington State Grange office, contracted to have three copies of his magazine printed, then skipped town without paying.

Rather than whine about the loss, Bill Vernon, the business and advertising manager for the Grange's newspaper, simply began publishing the magazine, Alaska Construction News, himself, from his Seattle kitchen in his free time.

That was 1959, and the decision gave birth to Vernon Publications, a multimillion-dollar Seattle company that went on to produce more than 40 trade magazines, many rooted in Alaska. It also gave rise to a lifelong love affair with the nation's 49th state, a relationship that led him to serve as an adviser to Washington Gov. Dixy Lee Ray on Alaska issues, and helped make him a powerful ally for the trans-Alaska pipeline.

Mr. Vernon died on May 10 at 79, after a 12-year bout with a rare infection, a complication from radiation treatments for throat cancer. He left behind his wife of 61 years, Vivian; three children; seven grandchildren; and seven great-grandchildren.

He also left behind a publishing empire rooted in a belief that journalism - especially trade journalism - should serve as a facilitator to help industry and people get along.

"It was never something he went after; it sort of came after him," said son Geoffrey Vernon of Clyde Hill, who followed his father as chief executive of Vernon Publications in 1985. "He could listen to 30 minutes of debate from two parties and distill it all down, in 60 seconds, to the points both sides agreed on."

Words always mattered to Bill Vernon. At one time or another, he read selected works from all 75 of what one Chicago publisher had declared the most influential thinkers in Western history. He read the entire Bible, the Koran, and the Book of Mormon - "and he wasn't a particularly religious man," said Geoffrey Vernon.

He had been a newspaperman in Spokane and Longview. He spoke Russian and German so fluently, and had enough of a flair for Japanese, that the U.S. Army during World War II and the Korean War put him to work in counterintelligence.

He helped teach his children by having them shout out dictionary pages and then awarding them points for correctly spelling and defining words on the page. He and his wife maintained scores in a continuing Scrabble game that lasted 50 years.

It was when this love of language met Alaska that the charismatic Mr. Vernon found his calling.

In 1964, Alaska's statehood and Mr. Vernon's stint as new publisher were both 5 years old. Mr. Vernon incorporated the company, quit his Grange job and hired his first employee - Vivian Vernon - for no salary. He made regular trips to Alaska, frequently popping in unannounced to visit with power brokers, including the governor, and conducted most of his business with a handshake.

Mr. Vernon so wanted Alaska to succeed he testified before Congress on behalf of the pipeline, and worked to support the construction, timber, oil and mining industries. Once, he brought together the heads of the Sierra Club and the Alaska Loggers Association, whose relationship was so strained that woodsmen had bumper stickers that read "The Sierra Club can kiss my axe." After their exchange, the two leaders asked Mr. Vernon not to publish the discussion he'd arranged for that purpose. He obliged.

"He was always so busy trying to help someone that at the funeral, people we hadn't seen for 20, 25 years showed up to pay their respects," including his translator from the Korean War, Geoffrey Vernon said.

When his illness made moving about difficult, the stubborn, chivalrous Mr. Vernon insisted on still doing his part around the house, often carrying a trash can on his walker to take out the garbage.

Even in speaking his last word to his son, Mr. Vernon had someone else's interests at heart.

Said Geoffrey Vernon, "He simply said, `Relax.' "

In addition to his wife and son Geoffrey, survivors include son Bart of Atlanta and daughter Valerie of Everett. Services were held Saturday at Phinney Ridge Lutheran Church. Donations can be made to the charity of one's choice.

Craig Welch's phone message number is 206-464-2093. His e-mail address is cwelch@seattletimes.com