'We must somehow find that connection to younger people'

Orage Quarles is President/Publisher of The News and Observer Publishing Company and a former NAA Chairman. He is also an API discussion leader

In a speech you gave to college students earlier this year, you listed 10 Commandments for business success:

1. Learn to learn; 2. Learn self-discipline; 3. Set some goals; 4. Learn to get along well with others; 5. Be a dreamer; 6. Take risks. Do not be afraid to fail; 7. Learn to communicate; 8. Be ethical; 9. Have some fun; 10. Learn to listen.

Which of those was the hardest for you to learn, and how did it come about?

Orage Quarles

Learning to listen. Becoming a good listener is very hard. You have to really work at it. Once you do become good at it others notice and will open up to you even more.

What was most rewarding about your time as NAA Chairman?

It was a difficult year. The economy was soft, many layoffs and of course September 11. Being able to remind people about our special place in society and the role that we play during the good and bad times was very rewarding. Seeing our industry at its absolute best during the 9/11 crisis was something I'll never forget.

What did you learn about the industry that most worries you? How do you think that can be fixed or improved?

We must somehow find that connection to younger people. We must demonstrate our value to a generation that is used to getting lots of news and information for free. We must also come to full terms with the diversity of America. And I'm not just talking about skin color.

You are a very big proponent of mentors. Who was your mentor (or mentors) and what was the best advice they gave you?

I've have had too many to name. All gave me similar advice. Be the best at what you know best. Don't be afraid to take risks. Learn to share your goals and objectives with others and when you have success don't forget the skills that got you there. Finally, reach out and bring others along with you.