Spokane’s bon vivant: How an eclectic Shaun Higgins helped save INMA
The Earl Blog | 03 October 2024
One of the architects of the modern INMA died this week at a Spokane, Washington, hospital after a sudden illness.
Shaun O’L. Higgins, 76, served as president of INMA in 1993-1995 and was instrumental in repositioning the association as more globally and strategically focused. With his deep ties to the U.S. newspaper industry, Shaun helped buffer INMA from negative effects of association politics in the 1990s.

Shaun is best known in news industry professional circles as the director of sales and marketing for The Spokesman-Review in Spokane, Washington, in the American Pacific Northwest.
But the job title didn’t reflect his influence — in Spokane or in INMA. His career and interests were diverse, eclectic, and colourful.
It’s a story worth telling.
Unique son of Spokane
A graduate of DePauw University, Shaun worked at newspapers in his home state of Indiana, as well as Montana, Virginia, New York, and Washington before moving to Spokane to become The Spokesman-Review’s sports editor in 1979. He quickly became assistant managing editor before moving to the business side of the company with roles in marketing, corporate communications, and circulation. From 1988 to his retirement in 2010, he held the Spokesman-Review sales and marketing position focused on revenue generation.

Shaun’s impact on the broader U.S. newspaper industry was always a curiosity given Spokane is a city of 230,000+ in eastern Washington state — far away from media capitals. Yet long before the Internet, his creativity around database marketing helped develop a national reputation that prompted many visits by publishers to his adopted hometown. Executives at far larger newspapers and groups made the trek to Spokane, cozied up to boisterous “wretched excess” wine evenings at Churchill’s Steakhouse, and engaged in deep talks about journalism, newspapers, politics, and life.
During his time at The Spokesman-Review, Shaun also served as chairman and CEO of Houston-based Print Marketing Concepts and chief operating officer of New Media Ventures. In 2009, he purchased the Management Goes to Movies training programme. He was a frequent speaker at newspaper industry and management conferences in 24 countries on six continents, published nearly 100 articles on a wide range of topics, and was quoted in major media in North America, Europe, and Asia.
His book authorship credits include Movies For Leaders, Movies For Business, Leadership Secrets of Elizabeth I, Never Give a Sucker an Even Break: W.C. Field On Business, The Newspaper In Art, Press Gallery: The Newspaper in Modern and Post-Modern Art, Vachel Lindsay: Troubadour in The Wild Flower City, Measuring Spokane, Call Me Cassie, and Ice Storm ’96.
In Spokane, his profile went far beyond The Spokesman-Review and newspapers. Shaun did annual economic forecasts for the local advertising federation. He was involved with many community and business organisations in Spokane.
Upon retiring from The Spokesman-Review, he served as managing principal and owner of The Oxalis Group, ostensibly a marketing and management consultancy yet also a holding company for his wide range of interests.

None of those interests held as much affection as his love of movies. A life-long movie fan, Shaun began using movies to train newspaper managers in 1986. He and co-author Colleen Striegel published two movie-based books for leaders and business, even including a chapter on management lessons from four all-time great films. Since 2013, Shaun hosted Saturday Night Cinema where he shared fun facts about films, directors, and actors — and led discussions after films. His “guilty pleasure” was in watching box-office failures.
The impact on INMA
Crucially, Shaun Higgins was instrumental in building a new foundation for INMA, which ushered in a prolonged period of growth that continues to this day.

Shaun’s presidency in the early- to mid-1990s coincided with forces largely out of his control:
- For the U.S. newspaper industry, associations merged to form one national entity. Despite its six-decade American heritage, INMA was the lone group with an international membership and didn’t participate in the merger. In many ways, INMA stood alone for the first time in its history.
- For INMA, newspaper industry consolidation and contractions were forcing reckonings at companies pulling back conference expenditures that suddenly required significant justifications. This shifted the industry mood from fraternal to serious.
- Within INMA, tensions remained over a decades-long internal conflict between tactical promotion and strategic marketing. While the marketers ultimately won, remnants of the “old INMA” remained.
After only a two-year stint on the Board of Directors, Shaun assumed the INMA presidency in September 1993 upon the death of INMA President Carolyn Terhune. He set out to make INMA “bulletproof” for the future.
Yet this challenging nexus presented the association a conundrum and opportunity. While INMA was temporarily adrift and without an anchor, it was a moment open to change. Shaun and the INMA Board stepped up to the moment.
Through his fast-tracked, 20-month presidency, Shaun oversaw:
- The sketching out of a more central, international association.
- A significant shift in association focus to strategy and revenue.
- The beginnings of an annual “state of the newspaper industry” address to INMA members at the association’s annual conference.
- The launch of INMA in Latin America with the association’s first-ever conference in Buenos Aires.
- The blossoming of ties to news industry press associations worldwide.
- The relocation of INMA offices from suburban Washington, D.C., to Dallas.
Much of INMA’s history since its founding in 1930 centered on the American newspaper industry. While the association had significant pockets of members in Europe and the South Pacific, INMA was decentralised in services and operations across three continents.
The merger shifted INMA’s epicenter from American focused to internationally focused. INMA centralised operations around this, finding new value in its previously decentralised assets.

Shaun led the INMA Board toward bending the association to its differentiating strengths: leveraging being international for all members, centralising thought leadership, introducing a strategic connect-the-dots approach, using INMA as a creative platform for ideation, and taking leadership stances on news industry issues.
Most of these aspirations were not realised during Shaun’s tenure on the INMA Board of Directors, which spanned from 1991 to 1997. But much of INMA’s hyper-growth over the next two decades came from seeds Shaun planted in a reimagination of what role the association could have in a global news industry.
He was surprised with INMA’s Silver Shovel Award for volunteer service at the association’s annual conference in Banff, Albert, Canada, in April 1996.
Shaun’s impact on INMA was long-lasting.
Reactions to Shaun’s passing
The reactions to Shaun’s passing from INMA members, past and present, was swift this week.
Past President Crawford Carroll called Shaun a “true believer in the sacred mission of a free press” and a “steady influence in the turbulent years of association consolidation.” Said Crawford: “Shaun’s presence in INMA gave it a measure of relevance that was widely recognised by industry leaders. That INMA continues today as a global force for the preservation of a free press can be traced to his leadership.”

Past President Joe Frederickson cited Shaun for his “reasoned and forceful opinions,” his dedication to journalism, and his even-handed treatment of people. “He took bold risks when others wouldn’t and pioneered revenue diversification schemes in Spokane,” Joe said. He praised Shaun for his support of INMA in more challenging times.
Other past presidents of INMA lauded him, too. Lynda Schwalm described him as a “good man … as much fun as he was smart.” Ross McPherson said he was “larger than life” and shared some of his history with Shaun here. Ed Efchak said he was “a great friend of INMA’s and to us all.” Mark Challinor labeled him as a “great guy, and I will miss him and his wit and friendship hugely.” Yasmin Namini called Shaun a “true newspaperman, leader, and friend.” Michael Phelps agreed with the “newspaperman” tribune, adding he was a “top-notch INMA and newspaper industry leader.”
Treasurer Sandy Naude and Shaun shared a love of film, and she agreed he was “interested in everything” and had a “great sense of humour.”
Former INMA Board member and Latin America Division President Paulo Mira described Shaun as “one of the great ones” with a “rare ability to lead with grace and care.” Said Paulo: “He had such a deep passion for innovation and bringing people together, and his influence continues to ripple across the industry. His contributions to INMA and the news media community as a whole will be felt for years to come.”
Long-time member Herman Verwimp lamented the loss, saying “the world needs people with his optimism and intelligence.” Former Board member Bridget Baker Kincaid lauded his mentorship.
A final toast
After retirement, Shaun’s ties to news media loosened. Yet his ties to the INMA community of friends and family never did.
Shaun, Ross McPherson, and former INMA Treasurer and Board Member Scott Stines began annual drives across the United States in conjunction with INMA World Congresses. From Australia, McPherson brought his curiosity for the United States. From Spokane, Shaun brought the wine and the stories. Said Scott: “It was always one hell of a drive.”
During the pandemic, Shaun joined INMA friends from multiple generations like Yasmin Namini, Mark Challinor, Ed Efchak, Paulo Mira, Herman Verwimp, Michael Phelps, Sandy Naude, and Past President Eivind Thomsen on weekly Zoom “catch-up” calls as a way to stay in touch.
* * *
After three decades of hearing the legend of Spokane, The Spokesman-Review, and Churchill’s Steakhouse, I finally visited the Lilac City in eastern Washington state in June of this year.

Over a wine-heavy dinner at Churchill’s, we talked passionately about politics, journalism, newspapers, movies, wine, family, and … INMA. Our conversation went past the restaurant’s closing time, as vacuum cleaners could be heard in the background and wait staff looked at their watches.
Nobody who knew Shaun Higgins would be surprised by the scene.
We shook hands for the last time and gave a final nod to each other for the foundational moments three decades ago that would forever change INMA. It was a unique, shared bond.
Long live the bon vivant of Spokane.