Every dream starts somewhere. Gloria Lane’s dream took shape in 1981 as she sat up in bed and sketched a concept for a magazine that keeps track of Atlanta’s charitable organizations and spotlights the glitz and glamour of their events.
In its 29th year, Lane says the quarterly magazine Atlanta Social Season is a vehicle to raise awareness for causes that benefit from events such as the Beastly Feast for Zoo Atlanta or the upcoming Swan House Ball for the Atlanta History Center. She blends in celebrity profiles and lifestyle trends with gala coverage.
“It might be a do-good, feel-good magazine, but if people have a feeling for children with cancer or if they have an affinity for animal rights, we can show them how to make a difference,” Lane said. “The mood of the whole nation is into that now.”
Lane spent 15 years as a news anchor and reporter for WSB-TV and left in 1978 planning to be a stay-at-home mom to her infant daughter. But when she and her husband divorced, the future magazine publisher faced life as an unemployed single parent. The magazine was a way to generate income.
“I literally said, ‘God if you want this magazine to happen, lead me,’ " Lane recalled. “I had my child in diapers and I just went out and sold enough advertising for it. I’ve never had financial backers. I guess I’m foolish, too, because I didn’t know what I was doing when I started.”
Six months after her brainstorm, Lane kicked off Presenting the Season magazine with a “Breakfast at Tiffany’s” bash at the Phipps Plaza store. It was an annual publication that simply spotlighted upcoming events.
“It got to be very useful so [charities] would not have conflicting events,” said Marianne Broadbear who was chairwoman of Atlanta’s former Beaux Arts Ball, a black tie event for the Atlanta College of Art.
Timed with Mardi Gras, the ball presented honorary kings and queens. Broadbear added: “We always had very fun, important people. And Gloria’s coverage was very impactful and made people say, ‘Oh, maybe I want to be involved.’ ”
In the 1990s, the magazine’s name was shortened to The Season. Over time a more posh, glossy look developed with celebrities such as Beyonce, Angelina Jolie and Katherine Heigl on the cover. Lane’s daughter, Brett, now 32, came on board as managing editor and put the magazine online.
“Growing up I thought there could be a lot more work done to make it more hip, and I think we have accomplished that,” Brett Lane said.
The poor economy has been less of a dilemma for the magazine than other factors. In 2006 Lane had hip surgery and shuttered the magazine for nearly a year, unsure it would return. It did return in 2007 as Atlanta Social Season. By then a similar magazine, Southern Seasons, had hit the newsstands.
“I was devastated. It looks like my magazine," Lane said. "But we’re doing better than ever, and I feel a renewed sense of responsibility to people who are looking for ways to help charities and nonprofits.”