A Brief History of the Maverick Magazine

Maverick: n. someone who exhibits great independence in thought and action. (Etymology: From the surname of Texas lawyer Samuel Maverick, who refused to brand his cattle.) 1. An unbranded range animal. 2. One who does not abide by rules. 3. One who creates or uses unconventional and/or controversial ideas or practices. 4. (poker slang) A queen and a jack as a starting hand in Texas hold ‘em.

From the Editor:

As a community reporter, I have found that behind every small business lies an interesting tale of people, passions and a place. As I write this, I realize the Maverick Magazine is no different.

The Maverick began its public life as the creation of Kevin Birnbaum, a New Yorker and veteran of the ‘paste up.’ Despite culture shock and a lack of capital, Kevin answered the call to serve the community with late night deadlines and weekend reporting. A true ‘local rag,’ the Maverick’s inaugural issue hit the stands as a 16 page black and white tabloid in March 2002.

When I came onto the scene, I had just returned from one calendar year living in the west ‘Valley.’ Like most ‘Mountain’ teenagers, I had journeyed South to find a place with ‘things to do,’ excitement and my future. Needless to say, I was ready to go home after my first 120 degree day and loss of my car stereo. Upon returning to the ‘Mountain,’ I was determined to remain a ‘retired waitress,’ but like many, found myself struggling to find employment sans ‘Would you like fries with that?’ What I do today is a result of Kevin taking a chance on a twenty one year old ‘kid’.

For a few years, Kevin and I worked tirelessly to produce the weekly ‘paper’. At first, I sold ads to local business owners who believed in what we were doing and Kevin did everything else.  After some time, I picked up delivery and began reporting. Every day, I began to really appreciate the local peoples’ spirit and all the ‘goings on’ of what I had previously considered just a sleepy little mountain town.  

Not uncommon here, a Valley based entrepreneur came into town one day and appreciated the opportunity of what we were doing. He made Kevin an offer and the Maverick became a holding of a publishing company based in Mesa, Arizona. As fate would have it, this company was not long for the business world. Interestingly enough, the last issue of the (Mesa owned) Maverick was produced as a full glossy magazine. As unannounced and unforeseen as this move was, the new Maverick Magazine was a hit back home in the White Mountain communities. 

At that point, Kevin and I knew that the Maverick was meant to be a truly local publication and the people wanted their own community magazine. We became business partners and went about the business of keeping up with the community. After some time, Kevin made me an offer. A true ‘man of the movies,’ Kevin wanted to answer the call of his independent film making passions. At which time, I assumed the helm of the good ship Maverick as publisher and Editor in Chief.

In a one room office (on the Deuce of Clubs) with the help of my brother Travis, graphic designer and at that time a recent Blue Ridge graduate, we continued the Maverick tradition in our own way. A short time later, our present day office manager Aaron Ulibarri came aboard and made all the difference in the world. With every issue, the community has embraced us and even told us what they consider to be a ‘Maverick story’. And with every issue, I have come more and more to appreciate and love the White Mountains. In six years, I have relished the scenery, enjoyed the people and have been utterly inspired by the wonderful things that happen here.

As I recount the history of my company, I realize that much has changed, but many things will stay the same. Our staff is small, but our hearts are big. Our offices are quaint, but they will never be anywhere but here. The number of locations around the Southwest you will find a Maverick have grown exponentially, but you will never see a Maverick Magazine franchise serving any other community. There is nothing corporate or cookie cutter about what we do as what makes the Maverick most special is the community we serve.

Due to the amount of good that happens here every day, the Maverick is dedicated to publishing the best of everything. At the risk of being labeled ‘feel good,’ we focus on sharing the art, food, history, people, festivals and quality of life in the White Mountains of Arizona. Granted, there are all kinds of ‘news’ out there, but this is what we choose to do. Here lies our passion.

So, whether you are a local, just spending the summer with us or are merely passing through, we welcome and invite you to fall in love with the White Mountains.

Support our business community, enjoy our weather and pick up someone else’s trash.

Yours Truly,
Amie Rodgers
Publisher/Editor in Chief/Maverick