Every Palo Has a Story
If you’ve ever seen a copy of Palo Magazine, you were
likely caught by the impactful cover photo. If you’ve ever
picked one up and paged through it, you might have been
impressed by the artful juxtaposition of both Spanish and
English content. And, if you’ve ever read through an entire
issue, you might have sensed that there’s a larger mission
at play. Palo Magazine is a staple in the Reading
community, covering health, finance, cooking, events
and community — but its true mission hopes to spark a
revelation in Reading, PA.
Every Palo Has a Story
If you’ve ever seen a copy of Palo Magazine, you were likely caught by the impactful cover photo. If you’ve ever picked one up and paged through it, you might have been impressed by the artful juxtaposition of both Spanish and English content. And, if you’ve ever read through an entire issue, you might have sensed that there’s a larger mission at play. Palo Magazine is a staple in the Reading community, covering health, finance, cooking, events and community — but its true mission hopes to spark a revelation in Reading, PA.
The Story Behind Palo Magazine
Rosa Julia Parra, CEO and owner of Palo Magazine, didn’t set out to be in publishing. She didn’t plan to be a writer, a community leader or an inspiration to her community. But sometimes, when we surrender to life’s changes, unexpected opportunities emerge from the shadows and show us who we were meant to be.
Rosa had spent almost 20 years working for a bank — a solid 9 to 5 job that helped her build the type of life her family had always envisioned for her: a house, a car, a family and a stable future. While not wildly happy or fulfilled, exactly, Rosa was content. Her mother (a first-generation immigrant to America from Puerto Rico) had instilled in her a great work ethic — but also a healthy dose of fear when it came to risk.
In 2011, however, the perfect picture began to crumble.
After 19 years of employment, the bank outsourced Rosa’s job to India. Her marriage dissolved around the same time — leaving her an unemployed, single mother just as she was approaching age 40.
“There were a lot of changes at once,” Rosa recollects. “It’s almost like the universe was moving me towards something different.”
Despite the personal pain she was working through, Rosa began connecting with her community — building relationships, talking to new people and exploring the culture of Reading and beyond. She met a DJ and radio personality named Chamo King, now her husband, who had a penchant for culture, music and fashion. The two became closer and began to work collaboratively on Chamo King’s passion project — a magazine that would eventually transform into Palo.
Rosa’s burgeoning new lifestyle was challenged, however, when the bank offered Rosa her position back. After some soul-searching, she accepted — but experienced a surreal phenomenon when she walked back through the doors of the banks she knew so well for so many years.
Everything looked the same, from the cubicles to the hallways to the desks. But to Rosa’s refreshed perspective, the facility now called to mind something completely different: A rat maze. A few months in, Rosa was miserable. Chamo King told her, “Quit your job. I’ll back you up.” Together, they decided to take the plunge.
And although there were a few dicey seasons, Rosa and Chamo King eventually came out on top. As their relationship grew, the magazine project grew as well. Rosa became more and more invested in the future and direction of the publication. She also became more comfortable in the driver’s seat — Chamo King eventually handed over leadership of the publication into her capable hands, although he remains a critical part of the art direction, the layout and the design features.
Palo Magazine has expanded rapidly over the past 12 years, now reaching about 35,000 households and businesses each month.
The Story Behind Palo Magazine
Rosa Julia Parra, CEO and owner of Palo Magazine, didn’t set out to be in publishing. She didn’t plan to be a writer, a community leader or an inspiration to her community. But sometimes, when we surrender to life’s changes, unexpected opportunities emerge from the shadows and show us who we were meant to be.
Rosa had spent almost 20 years working for a bank — a solid 9 to 5 job that helped her build the type of life her family had always envisioned for her: a house, a car, a family and a stable future. While not wildly happy or fulfilled, exactly, Rosa was content. Her mother (a first-generation immigrant to America from Puerto Rico) had instilled in her a great work ethic — but also a healthy dose of fear when it came to risk.
In 2011, however, the perfect picture began to crumble.
After 19 years of employment, the bank outsourced Rosa’s job to India. Her marriage dissolved around the same time — leaving her an unemployed, single mother just as she was approaching age 40.
“There were a lot of changes at once,” Rosa recollects. “It’s almost like the universe was moving me towards something different.”
Despite the personal pain she was working through, Rosa began connecting with her community — building relationships, talking to new people and exploring the culture of Reading and beyond. She met a DJ and radio personality named Chamo King, now her husband, who had a penchant for culture, music and fashion. The two became closer and began to work collaboratively on Chamo King’s passion project — a magazine that would eventually transform into Palo.
Rosa’s burgeoning new lifestyle was challenged, however, when the bank offered Rosa her position back. After some soul-searching, she accepted — but experienced a surreal phenomenon when she walked back through the doors of the banks she knew so well for so many years.
Everything looked the same, from the cubicles to the hallways to the desks. But to Rosa’s refreshed perspective, the facility now called to mind something completely different: A rat race. A few months in, Rosa was miserable. Chamo King told her, “Quit your job. I’ll back you up.” Together, they decided to take the plunge.
And although there were a few dicey seasons, Rosa and Chamo King eventually came out on top. As their relationship grew, the magazine project grew as well. Rosa became more and more invested in the future and direction of the publication. She also became more comfortable in the driver’s seat — Chamo King eventually handed over leadership of the publication into her capable hands, although he remains a critical part of the art direction, the layout and the design features.
Palo Magazine has expanded rapidly over the past 12 years, now reaching about 35,000 households and businesses each month.
One of the hallmarks of Palo Magazine is its dedication to creating equivalent bilingual content. One language doesn’t “lead” over the other — the same visual real estate is given to both Spanish and English on every page.
But the magazine didn’t start that way. Fluent in both English and Spanish, Rosa’s primary written language is actually English, thanks to her public school education at Reading High School — meaning the original, Spanish-only versions of Palo Magazine were a labor of love and the product of a lot of “Googling” to say the least! It wasn’t until a English-speaking colleague approached Rosa and said, “I love this… But I can’t read it.”
Almost on the spot, she decided to pivot and create a bilingual publication — a task she was perfectly equipped for and a move that produced some unforeseen, yet beneficial, results.
Palo Magazine has become an extraordinary educational resource. The content covers lifestyle and community stories, but it’s also peppered with critical financial advice and decision-making guidance for the Spanish-speaking community from Rosa’s banking background — quality, trusted information that Latino communities sometimes find hard to come by.
Rosa also reports anecdotal evidence of the magazine being used as a language-learning tool. Running the English and Spanish side-by-side helps readers recognize sentence structure, flow, and emotion that’s woven into the articles, thereby creating a truly unique learning opportunity for speakers of both languages.
One of the hallmarks of Palo Magazine is its dedication to creating equivalent bilingual content. One language doesn’t “lead” over the other — the same visual real estate is given to both Spanish and English on every page.
But the magazine didn’t start that way. Fluent in both English and Spanish, Rosa’s primary written language is actually English, thanks to her public school education at Reading High School — meaning the original, Spanish-only versions of Palo Magazine were a labor of love and the product of a lot of “Googling” to say the least! It wasn’t until a English-speaking colleague approached Rosa and said, “I love this… But I can’t read it.”
Almost on the spot, she decided to pivot and create a bilingual publication — a task she was perfectly equipped for and a move that produced some unforeseen, yet beneficial, results.
Palo Magazine has become an extraordinary educational resource. The content covers lifestyle and community stories, but it’s also peppered with critical financial advice and decision-making guidance for the Spanish-speaking community from Rosa’s banking background — quality, trusted information that Latino communities sometimes find hard to come by.
Rosa also reports anecdotal evidence of the magazine being used as a language-learning tool. Running the English and Spanish side-by-side helps readers recognize sentence structure, flow, and emotion that’s woven into the articles, thereby creating a truly unique learning opportunity for speakers of both languages.
Finance
Thanks to Rosa’s background in banking, Palo Magazine’s finance articles help readers navigate tough decisions and explore helpful resources.
Food
Drawing from a wide variety of cultures and inspirations, Palo Magazine features mouthwatering dishes that appeal to both foodies and busy families.
Health
From finding medical care practitioners who speak your language to recognizing signs of mental and emotional health issues, Palo Magazine approaches health topics with compassion and open dialogue.
Culture
Celebrating culture deepens our understanding and appreciation for one another, which is why Palo Magazine explores traditions, beliefs, values, histories and events from multiple regions.
Events
Participating in shared experiences deepens our community connections. Palo Magazine spreads the word about upcoming festivals, celebrations, performances, family events and civic opportunities.
In addition to providing accessible education and resources, Palo Magazine helps the business community proliferate its goods and services to new markets. Aside from its traditional advertising packages, Palo Magazine offers editorial opportunities for businesses to showcase their brand to the public.
Often directed by Rosa herself, Palo Magazine curates in-depth articles on both rising stars and established bastions in the Reading business community. Complete with edgy photoshoots and thoughtful interviews, Rosa and her team dig deep to create authentic and inspiring stories that drive to the heart of our shared humanity.
Thanks to her comprehensive and collaborative approach, Rosa has become a source of comfort and support for many of her readers and businesses. An eternal connector with a sunny disposition, Rosa exudes warmth and welcome. She regularly facilitates business and personal connections for those in need, whether it happens during business hours or not!
In addition to providing accessible education and resources, Palo Magazine helps the business community proliferate its goods and services to new markets. Aside from its traditional advertising packages, Palo Magazine offers editorial opportunities for businesses to showcase their brand to the public.
Often directed by Rosa herself, Palo Magazine curates in-depth articles on both rising stars and established bastions in the Reading business community. Complete with edgy photoshoots and thoughtful interviews, Rosa and her team dig deep to create authentic and inspiring stories that drive to the heart of our shared humanity.
Thanks to her comprehensive and collaborative approach, Rosa has become a source of comfort and support for many of her readers and businesses. An eternal connector with a sunny disposition, Rosa exudes warmth and welcome. She regularly facilitates business and personal connections for those in need, whether it happens during business hours or not!
The philosophy behind the arrangement of Palo Magazine’s content is subtle yet strong. It implies harmony and equality without sacrificing uniqueness and points towards the ultimate vision of the publication: educating and connecting the community.
A passionate believer in the power of unity, Rosa imagines a future for Reading where our community initiatives, programs and events work in tandem, without language-based, cultural separations.
“You should never be the smartest person in the room,” Rosa said. “And when we isolate ourselves, that’s exactly what happens — we lose the opportunity to learn from each other.”
Rosa truly sees the magazine as developed by the people, for the people. Despite the numerous awards and accolades the magazine has received, Rosa refuses to hang them on her walls.
“As soon as I hang those up, I know I’ll get a big head. I don’t want to think about what I did yesterday; I want to think about what I’m doing today. Every day is a fresh start,” she said.
The philosophy behind the arrangement of Palo Magazine’s content is subtle yet strong. It implies harmony and equality without sacrificing uniqueness and points towards the ultimate vision of the publication: educating and connecting the community.
A passionate believer in the power of unity, Rosa imagines a future for Reading where our community initiatives, programs and events work in tandem, without language-based, cultural separations.
“You should never be the smartest person in the room,” Rosa said. “And when we isolate ourselves, that’s exactly what happens — we lose the opportunity to learn from each other.”
Rosa truly sees the magazine as developed by the people, for the people. Despite the numerous awards and accolades the magazine has received, Rosa refuses to hang them on her walls.
“As soon as I hang those up, I know I’ll get a big head. I don’t want to think about what I did yesterday; I want to think about what I’m doing today. Every day is a fresh start,” she said.
Our tagline is “Every Palo has a Story.” Every edition includes the story behind someone’s work or business — you can learn so much from a story. We’ve come a long way, but we still have a long way to go. Stories help unite us and they’re wonderful to see.
— Rosa Parra
Palo
Venezuelan influence
definition:
Stick, tree, timber
Recalls the beautiful trees that envelope the city of Reading
Palo
Puerto Rican influence
definition:
A resounding success
Refers to a successful person; enjoying vigorous and healthy growth
Palo
What it means to Palo magazine
definition:
A successful individual, group, or business
Reminds readers that behind every success, hard work, determination, and commitment played a part
Innovation on
the Horizon
So what’s next for Palo Magazine?
Palo Magazine’s influence continues to grow, they have some
exciting opportunities on the horizon. Rosa and Chamo King are
offering a special marketing package to Spanish-speaking
businesses to help them get off the ground. Because they
envision a more blended community, they hope to increase
future connection and collaboration through the use of
bilingual marketing materials, such as menus, service booklets
and business cards.
And, after receiving an impactful phone call from a new
resident in her neighborhood a few weeks ago, Rosa is also
exploring a welcome program for new families in the
community. A 76-year-old gentleman hailing from Miami,
called Rosa simply to thank her for the impact Palo Magazine
made on him and his wife. As native Spanish speakers, Palo
Magazine helped them find recommendations and resources
to begin building a new life in Reading, Pa. Touched by his
appreciation, Rosa decided to send him flowers — a gesture
she’s now planning to formalize and expand.
But no matter where Rosa’s journey takes her next, one
thing is certain: Palo Magazine will continue to serve as a
beacon of hope and possibility; a physical expression of
what we can achieve when we embrace one another and
walk through life together — side-by-side.
Innovation on the Horizon
So what’s next for Palo Magazine?
Palo Magazine’s influence continues to grow, they have some exciting opportunities on the horizon. Rosa and Chamo King are offering a special marketing package to Spanish-speaking businesses to help them get off the ground. Because they envision a more blended community, they hope to increase future connection and collaboration through the use of bilingual marketing materials, such as menus, service booklets and business cards.
And, after receiving an impactful phone call from a new resident in her neighborhood a few weeks ago, Rosa is also exploring a welcome program for new families in the community. A 76-year-old gentleman hailing from Miami, called Rosa simply to thank her for the impact Palo Magazine made on him and his wife. As native Spanish speakers, Palo Magazine helped them find recommendations and resources to begin building a new life in Reading, Pa. Touched by his appreciation, Rosa decided to send him flowers — a gesture she’s now planning to formalize and expand.
But no matter where Rosa’s journey takes her next, one thing is certain: Palo Magazine will continue to serve as a beacon of hope and possibility; a physical expression of what we can achieve when we embrace one another and walk through life together — side-by-side.
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