From "The Cleaver" to "The Shoofly"
In 2011, an informal group of 4th Ward Bay St. Louis residents started an online newsletter with the goal of improving the quality of life in our neighborhood. We came up with the name "4th Ward Cleaver," a pun based on a character from a popular 1950s television show. The name seemed to perfectly convey our lighthearted purpose.
"The Cleaver" quickly garnered hundreds of loyal readers, with more coming aboard each issue. In 2014, we launched a full-scale magazine based on the original newsletter. Evolving into a small business instead of a volunteer organization allowed us to substantially improve the quantity and the quality of our content. Readership continued to grow exponentially.
But the more we expanded our subject matter and readership outside the ward, the less the Ward Cleaver name made sense. So, in July 2016, on our fifth anniversary, we adopted a new name: The Bay St. Louis Shoofly.
The name comes from the iconic town landmark by the old City Hall (300 South Second Street). That raised "shoofly" deck, built around the trunk of a historic oak, is the perfect place for elevated community conversation.
How does the Shoofly work? As a small, for-profit magazine, we're supported solely by sponsors instead of advertising. That's why you don't see annoying pop-up windows and flashing ads anywhere on this site. However, our budget depends on our annual sponsors AND our reader sponsors.
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- To enhance enjoyment of life for residents of Bay St. Louis/Waveland
- To introduce people from elsewhere to our unique Bay-Waveland community
- To help our “expatriates” remain connected to our community
- To showcase and support local businesses
- To increase community pride and awareness
- While we plan to remain "Bay-Centric," it's happily impossible to unravel our many ties to our sister cities of Waveland, Pass Christian and Diamondhead - so we intend to celebrate those connections on a regular basis.