Remembering Larry Coffman

Larry at Quesinberry & Associates’ 2016 Chinese New Year party. Photo by Mike Anitas

Dear marcomm family,

As many of you know by now, my sweet dad, and your friend, Larry Coffman passed away peacefully at home on August 26, 2021, at the age of 84. Per his request, there is no funeral service planned.

There were just a handful of people who were aware of how quickly his cancer was progressing. Some of them wrote letters to my dad which I was able to read to him on Thursday before he passed. You can read a few of those letters immediately following his obituary. Be sure to read other tributes from regular columnists—like Don Riggs and Rick Stanton—that are posted separately in their columns.

Following his obituary and letters are excerpts of the myriad emails I received from friends and colleagues upon hearing of his passing. If there is something you would like to add, feel free to email me at melissavailcoffman@gmail.com or you can simply add a comment at the end.

Trust that I will do my very best, with your help, to maintain marketingnw.com so it can continue to live on as a voice for our marcomm community for years to come.

Thank you all so much for the love and support you’ve shown my dad over the years and know how much he truly valued his relationships with each and every one of you. Thank you, too, for the outpouring of thoughts and kind words you have sent me and my family in these past few weeks.

—Melissa

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Larry Coffman, 84

Larry Lee Coffman, 84, of Kirkland, Washington, passed away peacefully at home on Thursday, August 26, 2021 with his family by his side. He was born in Bowling Green, Ohio to Ernest Ralph and Joyce Whitehead Coffman on May 25, 1937 and soon after the family later moved to Aberdeen, Maryland.

Larry, an outstanding member of the Aberdeen High School Class of 1955, first returned to his birthplace of Bowling Green, Ohio, to earn a bachelor’s degree in journalism from Bowling Green State University, where he was editor of the newspaper his senior year. Following two years in the military as an armor officer in Germany, he earned a master’s degree in journalism from Syracuse University.

Larry Coffman heeded Horace Greeley’s advice to “Go West Young Man”—specifically to Seattle, where he left an indelible imprint through three separate careers over more than five decades.

Larry began his first career—in journalism—with the Associated Press in Albany, NY, but after just a year, he accepted a job as editor of a weekly newspaper in the Seattle suburb of Auburn in 1964. In 1966, he was named the city’s Young Man of the Year and soon afterward was hired to open the first suburban bureau of The Seattle Times. He, thus, completed the “hat trick” in his journalism career by working for a wire service, a weekly, and a daily newspaper.

In 1968, Larry began his second career—in the public sector— when he was hired as the first employee of the new Regional Transit Authority. There, he managed the 1972 election that created the Metro Transit bus system that twice was named the Best in North America. He also managed two other successful elections—to increase funding for the Metro bus system and to raise gas tax funds to complete Interstate-90 into Seattle.

In 1986, he undertook his third career—as an entrepreneur—when he left Metro to launch MARKETING, a monthly publication for the local marketing communications industry—including advertising, public relations, creative arts, graphic arts, traditional media, and digital media. The enterprise grew to include an annual resource guide, a yearly awards competition and event and a website—all earning Larry recognition as the “voice of the marcomm industry in Seattle.” Sales from all of these activities totaled more than $8 million over three-plus decades, all sold by only one person—Larry Coffman. And he either wrote or procured all the editorial content for his newspaper and website.

Some of Larry’s many accolades include the Aberdeen High School Hall of Fame, the Bowling Green State University Journalism Hall of Fame in 1997, induction into the MARKETING IMMORTALS pantheon in Seattle in 2017 and his most prized award, the American Advertising Federation (AAF) Seattle Silver Medal award for lifetime achievement named in his honor in 2021.

Besides work, Larry’s other great passion was golf. One of his proudest golf accomplishments was shooting his age at 80 at Snoqualmie Falls Golf Course.

Larry was preceded in death by his parents, Ralph and Joyce Coffman. He is survived by his wife of 58 years, Margaretha van der Heyden Coffman, daughter Melissa Vail Coffman and her husband Scott Book, sister Carole Ruhland, niece Natalie Ruhland, and nephew Sean Ruhland.

At Larry’s request, there will be no funeral service, but his family and friends plan on scattering his ashes around the country in places he loved…at a couple of Washington golf courses, in his hometown of Aberdeen, Maryland and at the Coffman family plot outside of Harrisonburg, Virginia. His grandfather, grandmother, aunt, mother and father are there and he would want to be there too.

All of the above words are just some of the facts and details of his amazing life. What must also be noted is how much he loved people and how very much they loved him. Larry Coffman was one in a million, a glorious, guileless, gentle man. His legacy will be carried forward by his daughter Melissa, his son-in-law Scott and all whose lives he touched. The man who created the MARKETING IMMORTALS pantheon will, in a very real sense, be immortal himself. Never to be forgotten. Never.

Please consider making a donation in his name to your favorite charity.

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Letters to Larry

From Julie Blacklow:

Dearest Larry…my longtime friend…..

First I want to say how much I love you…and have loved and admired you for so very many years. Of course, I am not alone in conveying those words. You have a large family of friends and colleagues who feel as I do…filled with only good thoughts about you…a man who is trusted, revered, and dependable, a man who—when he looks at you and talks with you—makes you feel as if you are the only person in the room.  A man with a smile and an ever-ready hug who deeply cares about how you are doing and curious about your latest success or adventure.

I want to thank you for being in my life for these many years and helping me with my book. Your early enthusiasm and willingness to help me along my path meant—and will always mean—the world to me. Your excitement was real. But knowing you as I do, it was authentic and genuine. I think of you as a guileless man…incapable of faking any human emotion.

As I think back on our long friendship, it occurs to me how much you have always reminded me of my own father…one of the truly great human beings I have ever known. Everyone loved him as everyone loves you. Because he—like you—was always kind and never had a bad word to say about anyone. If you ever did curse or dislike people, I think you kept that to yourself or perhaps shared those thoughts with your ‘Meliss.’

And let me salute you for the miracle, magical daughter you raised and whom we both love. She sparkles as her father does and conveys a level of competence and self-assurance that breeds trust in anyone lucky enough to work with her or know her.

So…now…please hear my words as Melissa reads them to you. I love you and wish you safe passage as you leave this world and enter the unknown Universe. If there is any way for you—the great communicator—to ‘talk’ with us please feel free to come visit me. And one more thing, thank you for making me one of your Immortals and know that – for all time – you will join that group.  You will never be forgotten and will live forever in the hearts of thousands of people whose lives you touched.

—Julie

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From David Bethlahmy:

Coffman,

Relax. Put the red pencil down. This is one document from Bethlahmy that you won’t be asked to edit.

Short version: I love you. All else is commentary. I have been blessed & honored with your friendship & wisdom. We have had this conversation many times: we have both been fortunate in life to be able to fill one hand with true friendships. Thank you.

Extended version: We have shared laughter & joy. I can hear your voice in my head. It is a most pleasing sound. To remind you, our friendship is the second oldest in my Seattle experience. You might not have considered it a gamble but I sure hit the jackpot.

And thank you again; my teacher, adviser, editor, leader & buddy.

Melissa said that you are at peace. You should be. You have made your mark many times over & the world is a better place from your efforts, works & presence. Larry, wordsmith par excellence, teacher & advocate non pareil, you are the embodiment of all that is grand in this miracle of life.

I love you Larry.

—David

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From Peter Barnes:

Damn it, Larry…. I finally got up the nerve ask you to let me play one more round of golf with you and the boys… so you can humiliate me with your immaculate short game… and then you go and do this…. this thing you’re doing.  Also, DO I EVER GET TO BE AN IMMORTAL?? I mean shit, you made Lawson one! That means I can certainly be an immortal! Right?  I’ll be hitting up Melissa for that.

I’ll miss those phone calls… on speakerphone….COFFMAN HERE!! I love you and will miss you my friend. You are one of a kind.  Peace and love, my brother.

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Emails from friends

Larry was a genuine, one-of-a-kind guy. A great friend, golfing buddy, and a shining beacon for the marketing community.

I am so glad I had the opportunity and honor to know him and spend time with him.  He mentored me on how best to develop my research business and was one of those who made a huge difference in GMA Research becoming a successful brand.

Larry was a combination of “Old School” and “New School.”  For decades, his MARKETING publication has been and remains to this day, the primary source of what is happening in the regional marketing community. And when it was time, he “pivoted” from a paper publication to the digital world.

However, as innovative and “On Trend” he was, I can honestly say I knew no one else on the planet who did not have a cell phone, except for Larry Coffman. Over the years this was an ongoing point of jabbing him and I even offered to buy him one.  But Larry stuck to his guns and never budged.

While not being related by blood, Larry was my big brother, always there to take my call and give me advice. His favorite beverage was a Manhattan and I will miss meeting him for those happy hour gatherings to catch up on everything and anything.

Here’s to one of the Great Ones and a true Marketing Immortal.

P.S. I know Larry is on the course somewhere right now, making those long putts.

—Don Morgan, GMA Research

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There should have been a television show called “Everybody Loves Larry” about Larry Coffman. We loved him because of his always sunny personality, his lovably pesky way of getting us to buy an ad and his shared affection for print.

Larry Coffman invented his own career. He had newspapering in his blood and a strong sense of story. His affable nature made him irresistible. His mane of wavy white hair gave him an arresting, handsome face.  He is the kind of guy you pay attention to when he enters a room.

We worked with him, his spectacularly talented daughter and her husband while publishing Westside Seattle. Larry is an ‘inside guy’ in the marketing and publishing community and is a superstar there.

We think of him often, with affection. He is a good guy.

—Ken and Tim and Patrick Robinson, westsideseattle.com

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I am saddened to hear of this. I love your dad! He has been a great guiding light in this great MARCOMM community. Always a great link from past to future in this community.
—Josh Dunn, Premier Media

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Your dad was one of a kind. He will be missed by all.
—Floyd Kilmer, Ad Mark

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I didn’t think this would hit so hard. An incredible loss to the Marcomm community. I will miss his energy, humor and insight into our community. Also, the Friday afternoon ”sales calls.”
—Glenn Blue, Olympus Press

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Your Dad was a wonderful friend and business associate, and he will be greatly missed.
—Gary Cone, Litho Craft

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Your dad was a special throwback to an era of classy gentlemen who really cared about the lives of others. He always stood out to me as a generous spirit in an otherwise often dog-eat-dog world. To me and others in Seattle marketing and advertising, his passing represents the end of an era. Everybody loved and respected your Dad…he will be missed.
—Ralph Fascitelli

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I am saddened beyond words. Your dad was special. He truly brought the community together and was a bright light! I’ll certainly miss those speakerphone calls. “Lawson; Coffman!” He will be greatly missed!!!!
—Steve Lawson, Friendly Voice

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…We were personal friends and professional colleagues for many years…He was the first person to encourage me to write, and he published several articles that he asked me to write. Because of his encouragement, I am now an author by trade. He is already missed. —Shirley Thom

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Your dad was just amazing, a gentlemen and friend. My regret now is not having more breakfast meetings with him. I enjoyed it every time we met…He will be missed.
—Lance Wilson, Labels West

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We go back to when I was fresh out of the UW & he was “our guy” at Metro Transit. My company, Washington Transit Advertising was better because of your Dad.
—Jann Blackbourn

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We’re going to miss you, Larry Coffman. Not only for everything you did for the Pacific Northwest advertising and marketing industry, recently acknowledged with the creation of the AAF Coffman Award, but for the kind, generous, gracious person that you were. In the 31 years I knew you, l never saw you irritated, upset, or even mildly bothered by anything.  You’ve always been a gentleman at heart and always had a kind word for everyone. Maybe it was your Virginia roots? More likely it was the innate gracious spirit that you always were. Go show ‘em how it’s done in the next go around. Surely they’ll have a 13 Coins there.
—Jim Cissell, Voiceguy.coom

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Larry was a true mentor to me and helped inspire me to focus on my little “hyperlocal website” business, which has grown from one to seven now, and is managed by my wife Theresa and I as our full-time jobs. Larry was the first to tell me to “drop everything else” and focus on The B-Town (Burien) Blog, get an office and make it my new full-time gig/lifestyle. I followed his words and now, some 13+ years later, support my family with it through local business advertising and reader support! Local news has changed our lives for the better, and it’s all because Larry had the insight to steer me in that direction. He will be missed, and I want you to know how big an influence he was to me. Plus, he was a very fun/funny man to hang out with.
—Scott Schaefer, South King Media

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I am absolutely heartbroken to hear this. I love your Dad. I always referred to him as my greatest cheerleader. He was, simply one of the kindest, loving, caring, and passionate people I have ever met. He LOVED the adverting and marketing universe. His contribution to the marketing community in Seattle and the world cannot be measured. He was a giant amongst giants. Hearing his laugh and seeing that smile always put a smile on my face.  He made everyone he met a better person. He certainly made me a better person…God bless the one they call Larry.
—Kevin Nolan, Craters of the Moon Marketing

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He was a great guy and a dear friend. My only consolation is that we were finally able to honor him the Coffman Award. My last memory of him will always be the smile on his face when you presented it to him. RIP, my friend.
—Ron Elgin

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I am dumbstruck. This passing is far too soon. It feels like a cornerstone of life has been removed.
—Bob English

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Larry was an absolute gem and you and he were the poster children of a true father/daughter loving/caring supportive relationship that was clear to anyone who knew or met you two. Memories of Murray Publishing days and Larry in that upstairs rickety/crickety office. I can still visualize Larry walking around like he owned the place in pre-press and out in the press room. Remember you as well frequenting the office passing thru to meet up with your dad. Even then you were a team. An honor to have known Larry. He truly was a MANE man that to the delight of all brought so many folks personally and professionally closer. He will be forever missed!  Never forgotten!
—Kandy Hruby, Consolidated Press

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Larry was a kind and honest man and I feel fortunate to have known him.
—Peter Philips, Colibri Northwest

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Larry was an incredibly positive, innovative, and always forward-looking man. Optimistic, kind and full of honest praise for all those he thought deserved it. I know for many people his words of encouragement and light meant a great deal. He understood the power, value and meaning of marketing in a way most never will. But beyond that, he understood the power of positive relationships and how to maintain them for a long time. And he understood the power of family, making everyone he knew feel like an extended member of his own. That’s a lesson for all of us. Thank you, Larry. I truly appreciated knowing you. You are already greatly missed.
—Patrick Robinson, westsideseattle.com

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I am heart broken. Your dad was a long-time favorite of mine. He truly will be missed. He always called me “Sparkman.”
—Sparky Taft

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Your dad was a force and I was so fortunate to have him as a supporter, advisor, friend, industry advocate and occasional golf partner. His tenacity unmatched by most, his passion for community and the individuals that make it up unparalleled. I am honored to have called him a friend and partner in promoting the Seattle area print & graphics businesses for the 13 years I held the Executive Director position at Pacific Printing Industries Association. A few years back he received the distinction as a Hickey Picker for the voice and volunteer time he lent on behalf of the organization and energy he brought over so many years. I am grateful for Larry’s generosity, the time we all had with him and will miss him dearly.
—Jules VanSant, bubble & hatch

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Your father was a very special person and will be missed by many, including the entire Seattle advertising community. Larry was a good friend indeed. I enjoyed all of my interactions with him over the last few decades.
—Bill Fritsch

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When I saw the email in my box my first happy thought was, “Oh, this means I’m going to get a call from Larry,” as he would often not wait to hear back from me to check-in. He was extremely gregarious that way. So I was crushed with the thought that I would never get another call from him. And then I thought of how selfish that was for me as it must be a thousand times harder for you. I’m going to miss Larry deeply.
—Mark Monlux, Monlux Illustration

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Larry was always someone who I trusted for input, who was a friend as much as a business contact, and was so committed to the local advertising and marketing community that we all would do things for him just because he asked, and it was Larry. I will miss his warm personality, his laugh and his generosity.
—Michael Flynn, Alpha Graphics

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A friend, colleague, and long lunch pal of 40 years.
—Michael Mogelgaard

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I’m shocked and sad…your dad was a friend and wonderful person to share thoughts about the future and digress into stories of old. He kept our marketing community together and made us proud of being part of Seattle. Ironic that we lost both Larry and Hector’s…many memories of breakfast conversations and laughs.
—Steve West, Steve West Group

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I am shocked and so very sad. Your dad was a terrific person and always there for his friends—and the community…know that I was honored to call him my friend. He will be sorely missed.
—Carolyn Andersen, Ilium Associates

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I have many fond memories of your dear Dad and I hope you know how incredibly proud he was of you. He will be missed in many ways for his accomplishments, sense of humor, contributions to the mar/com profession, and of course, his friendship.
—Cheri Brennan, Alliance Communications

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Larry was the consummate advocate for the Seattle advertising community, and he was a great friend and supporter of our agency for many many years. His award shows were as much a testament to his myriad relationships as to the collective talents of our creative industry. Above all, Larry’s gift was making everyone feel like a special personal friend. If he got you on the phone, you couldn’t resist him. He could sell sand to Arabia. The last time I saw Larry in person we were having breakfast at Hector’s in Kirkland, and I was remarking how great he looked and how active he was for “his age.”
—Gary Meyers, BlackWing Creative

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Larry was a brilliant, fun, kind man. He brought joy to everyone he knew and he knew everyone. 🙂 He brought all sides of the marcomm community year after year to celebrate the best work and people behind the work. I admired him on so many levels. (And I never hit the links with him but I sure heard about his rounds 🙂 It was at an Arts & Lectures event that he told me he had something special for me & would tell me the following week—it was the honor of being an Immortal. I loved it when fellow honoree, Pat Cashman, who sat beside me announced, “Hot damn, I can now cancel my life insurance!” Larry was the man—a true mensch.
Mimi Kirsch, Paradigm Communications Group

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