Mark LaFlamme in his Snuggie at a Lewiston High School football game. Daryn Slover/Sun Journal
Mark LaFlamme gets a beauty makeover for the “b section.’ Sun Journal file photo
On Sunday, June 25, 2006, a banner at the top of the Sun Journal’s front page announced “A BRAND-NEW SECTION. A BRAND-NEW OUTLOOK.”
And with that, the “b section” was born, promising “fresh content for younger adults and those on the go.”
Inside, the section front ran a piece on summer music “from Ozzy to Ashlee and with some Beach Boys in between” in a bid to kick off the new offering in “the most kickass way we know how — with a rundown of all the major concert listings from here to Boston.”
It proved a little too fresh, though.
Mark LaFlamme sporting a man bag for the “b section.” Sun Journal file photo
The second issue, a week later, featured photos of celebrities cited as possessing the “best chest (men)” or “best chest (women)” and the “greatest booty” for each sex as well. With photos of course.
Not surprisingly, it stirred some criticism. Well, a lot of criticism.
But the Sun Journal’s Sunday “b section” survived to offer innovative design and weekly features on all sorts of offbeat, not-quite-the-norm topics.
Today, though, marks the last “b section.” Starting next week, the Sunday Sun Journal will be different, no doubt better in some respects but different, including the end of this two-decade-old section.
Mark LaFlamme portrays a spooky Ronald McDonald for Halloween for the “b section” in 2006. Russ Dillingham/Sun Journal
Over the years, the section not only offered a mix of lead stories on area trends, offbeat topics, local history, the unusual and sometimes the goofy, but also over the years provided profiles on local people, reports on new and popular area restaurants, holiday and summer quizzes about the state of Maine, recipes from local cooks, a yearlong series on Lewiston’s Saints Peter and Paul Basilica and much more.
Nick Masuda, its first editor, said recently that “in a weird way, I miss those insane hours and commitment to launching something with tons of life in it.”
“The ‘b section’ wasn’t just a new product or section of the newspaper — it was a reflection of what makes Maine unique, maybe even quirky,” he said.
Mark LaFlamme is prepped for his sleep clinic experience for the “b section.” Sun Journal file photo
“That initial voyage of launching the product was one part exhilarating and one part exhausting,” Masuda said. “… We didn’t make sense on paper, but man did it make the Sunday newspaper a lot more interesting,” he said.
“Even nearly 20 years later, I remember those nights that we would bicker, not because we disliked one another, but instead pushing each other to deliver a world-class section,” Masuda said. “It was a passion product, and I’m grateful to have been a part of it.”
Masuda ended up moving on, but the look of the “b section” became one of its trademarks. The front page designs — like the stories — ran the gamut from classic and beautiful, to offbeat, colorful and imaginative, often winning state and New England design awards.
Mark LaFlamme as Uncle Sam for the “b section,” with former Sun Journal Executive Editor Rex Rhoades.
Another mainstay of the section was one of its writers from its earliest days: Mark LaFlamme. LaFlamme continues to write award-winning stories and columns for the Sun Journal despite the years of abuse he took writing for the “b section.”
LaFlamme was often asked — and begrudgingly agreed — to endure a host of assignments that found him in difficult, uncomfortable, unusual and sometimes painful situations.
“The very worst ‘b’ assignment for me wasn’t the beauty makeover, the New Year’s Eve dunk in the ocean, the sleep clinic, the wearing bright orange Crocs downtown, the shoe shopping with Tammy (Chamberland), the dressing up as Uncle Sam on tax day, or even the serving time as one of Santa’s elves at the Auburn Mall.
Mark LaFlamme gets voluntarily shocked with a Taser with the help of the Lewiston Police Department. Sun Journal file photo
“The very worst was the night (editor) Mark (Mogensen) thought it would be a great idea for me to wear a Snuggie to a Lewiston High School football game. Man, those kids were vicious! My self-esteem plummeted 35 points that night and never came back up again.”
LaFlamme added, “Well, I say the Snuggie was the worst of them because the abuse I took WAS pretty intense. But really, I kind of had fun with it. I think being the elf at the mall was probably worse overall. I mean, when you get tazed (which LaFlamme did for another story) it’s over in five seconds.
Be an elf at the mall and you got little kids stomping on your feet and making mean remarks all day long.”
Have no fear, however. Despite the end of the Sun Journal’s “b section” as we know it, its spirit will live on. LaFlamme and other writers will continue to write “b section” style stories for the Sun Journal in its new format as the newspaper balances the week’s serious news stories with features from the region that bring humor, trends, upbeat profiles and history to its pages.
Mark LaFlamme goes undercover in 2006 as Santa’s helper at the Auburn Mall. Amber Waterman/Sun Journal file
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