Supporting the Arts in Western Massachusetts and Beyond

December 13, 2016

Bravo to “Bravo”


In March, 1991 Bravo Newspaper was founded, serving the local arts community as a free monthly publication. Twenty-five years later, Bravo has become In the Spotlight, a website primarily promoting the arts in Greater Springfield. Many from the former Bravo staff and current In the Spotlight staff will get together on December 14, 2016 at 235 State Street, Springfield at 7:30pm to celebrate this anniversary.

Equally important is formal acknowledgement to the Springfield Cultural Council for its initial grant which launched Bravo. That successful application for $6450 provided financial support, along with at least 50 grants from throughout Pioneer Valley, for the next 25 years.

Shera Cohen, of Springfield, and Lauren Grossman, of Longmeadow (now Arizona) ended their work for the Chicopee Centennial in December, 1990. “What to do now?” Both women had theatre backgrounds. “Let’s start a theatre newspaper,” Grossman said. Cohen followed with, “I don’t even know how to use a computer.” They both learned the mechanics; the subject matter grew from theatre to all the performing and visual arts; and office space moved from Grossman’s pool table, to Cohen’s living room floor, to a tiny office with stained glass windows, to one larger office on State Street, finally to three different spaces on Main Street, with each location larger than the one before.

The Springfield Cultural Council grant paid for production and printing of 1,000 papers monthly with distribution only in Springfield. Cohen and Grossman were the entire “staff” of Bravo which included writing articles, selling ads, design and paste up (computers didn’t perform as they do now), and delivery. Year #2 of Bravo increased distribution city-wide and to five cities/towns – each due to receiving more grants from as many cities. A few writers and a salesperson were added to the team. At its 12-year mark, Bravo delivered boasted 50,000 readers in 48 cities with a staff of approximately 50 at its high point. 

Radio media came next, when Cohen and Grossman approached WMAS for a weekly arts program, hosted by themselves. Did either have radio experience? No. But staff at WMAS offered free air-time on its AM station on Sundays – first for 15 minutes at 6:15am, then at 6:30am when more listeners might be awake, eventually to a half-hour at 9am. Thirteen years later, the show ended with a huge thank you to the five additional hosts subbing for Cohen and Grossman and the many, many listeners who said, “I heard you on the radio.”
Looking toward the 21st century here, Bravo printed its last publication in 2003, at the same time morphing Bravo to In the Spotlight electronic media. Many writers from the newspaper continued with Spotlight, even those who joined in 1992. 

In the Spotlight continues as a local source of reviews, previews, interviews, and “on the road” features on community and professional performing arts in the region.