That’s the milestone Martha Cichelli reached in November in 2015, celebrating the ruby anniversary of her founding of Software Consulting Services (SCS), a small, family-owned start-up whose systems would become the heartbeat of hundreds of newspapers – large and small – throughout North and South America.
SCS’s core product, Layout-8000™, is now a central component of the production and advertising systems in dozens of the largest papers in the United States, and is widely considered the standard for automated advertising dummying solutions in the newspaper industry. Dominant newspaper chains – including Gannett, Tribune, Lee Enterprises and Advance Publications – are among its devoted users, as are hundreds of small and medium-sized independent papers.
Most recently, SCS shifted its focus to include a broad range of subscription-based solutions and services for newspapers, including: advertising, editorial, digital asset management, and color management. The FotoWare digital asset and color management software it markets, sells and installs has a customer base that extends beyond newspaper customers to include The White House Historical Association, the Ford Foundation, Hewlett Packard, the city of Toronto, and Lubrizol (a Berkshire Hathaway company), among others. The pivot helped keep SCS responsive to the evolving needs of its customers, and has provided the company some traction in expanding its services beyond the niche for which it is better known.
Up till now, “we have been the kings of interfacing,” Cichelli said. “We’ve interfaced [Layout-8000] to every front-end system out there and to numerous pagination systems, including QuarkXPress in 1987 which established the viability of desktop publishing tools as an alternative to proprietary newspaper vendor provided systems.” But what SCS is discovering, she said, is that bundling the ad dummying software with its own advertising and editorial solutions, and offering the whole system to newspapers by monthly subscription, provides advantages to both SCS and its customers that had not previously been realized. “We … find it much easier to do it all … than having to interface to lots of other systems,” she said, “and that’s what we’re working toward.
The initiative has led to recent sales of SCS’s so-called Community Advertising System to The Lawton (OK) Constitution, The Falmouth (MA) Enterprise, and the Virgin Islands Daily News, among others.
The shift in business models is not the first for SCS since its humble beginnings in the mid-1970s, with Cichelli programming, her husband, Richard, helping out with part-time consulting, a neighbor (who is still with the company as its controller) handling marketing and sales, and fairly soon thereafter the addition of another programmer and two summer interns.
The company didn’t start off writing software for newspapers, but rather did custom programming and data analysis for a variety of customers – businesses, organizations and individuals. Cichelli said, “It wasn’t products that I was making.” Rather, it was her facility with math and her computer programming skills that lent themselves to providing consulting services at a time when desktop computing was just in its infancy. She said she simply “did things that people wanted done,” but couldn’t do for themselves.
That meant, for example, writing a custom desktop scheduler and calendar for a “forward thinking” American Express executive – “stuff that you’d get for free now on your [smart] phone,” Cichelli commented, “but at the time there wasn’t anything like that, particularly nothing that would sit on your desktop [computer]. So, in Pascal, I wrote some simple, little applications for him.”
That connection helped Cichelli wrangle SCS’s first credit card. Though initially turned down by American Express for lack of credit history, she recalled, “I wrote back to them and said, ‘We’re extending credit to a member of your executive staff and it would be nice if you could do the same for us.’” The tactic worked and the card was issued. “That’s the same American Express card we use to this day,” she said. “It’s the same account.”
Math in Her Blood
Although something of a math prodigy, Cichelli didn’t have any formal training in computer programming until after she graduated from college in 1968.
The granddaughter of a University of Wisconsin math professor, Cichelli said that “it was kind of pre-ordained” that she would study math. “I did love math, especially Algebra,” she recalled. “Algebra was wonderful!”
Her grandfather – “a big guy in abstract algebra” who “wrote some parts of the Encyclopedia Brittanica” on the subject – had apparently instilled some of his own passion for his vocation into her, at a very early age. Although she had no personal recollection of it, Cichelli related a story told her by her mother, saying, “He taught me how to add fractions by suggesting I tear up pieces of paper and figure it out. So I figured out how to add a half and a third before I started school.”
By the time she was a grade school student at a tiny town in central Maine – “trudging through blizzards, uphill both ways” – she was essentially setting the curve for her classmates. “The teacher I had in fourth grade somehow was convinced that I would have a perfect paper in Arithmetic, which was not the case, and she would just mark mine 100% and grade everyone else’s from mine. I’d bring home this perfect paper and my mother would re-grade it,” Cichelli said, laughing.
Cichelli went on to study math under a scholarship at Wilmington College in Ohio, later transferring to Temple University in Pennsylvania, because Wilmington “only had one math professor” and at Temple “there was more variety.” Even at Temple, however, there was little opportunity for exposure to programming as a profession. “There was no Computer Science [program] at Temple when I was there,” Cichelli said. “They had one computer course and I never got to take it because it was [cancelled due to] ‘lack of interest.’”
Her first job out of college, though – at E. I. DuPont de Nemours Company in Wilmington, DE – was as an entry-level programmer, which afforded her “training from scratch.” She said, “Within a week, I couldn’t believe that they were actually paying me to have this much fun. I was hooked.”
While acknowledging that “Computer Science is now considered a male-dominated field,” she doesn’t recall it feeling that way when she entered the profession in the late ‘60s and early ‘70s. “It was at least 50:50 and maybe even more women than men.” She noted, however, “It wasn’t called ‘Computer Science’ then. I have a personal theory that as soon as it got the title ‘Science,’ it scared women off.”
By 1968, Cichelli had married her husband and future SCS collaborator, Richard, whom she had met in Delaware. He was renting the upstairs apartment in a house she shared with her mother and future step-father, and they crossed paths over a game of pool.
The two would discover a common interest in Computer Science. Richard had had a very early introduction to it, teaching himself – at age 14 – to write FORTRAN from an instruction book he had borrowed from his father, who was Engineering Research Director for the DuPont Company. “His dad said, ‘Oh, you want to run those programs?’” Martha recounted, and “took him over to the DuPont Experimental Station and let him run programs on the Sperry Rand UNIVAC I (the very first commercially manufactured computer)” – a $7 million playground for her then-adolescent future mate.
When he and Martha met, Richard was working as an architectural draftsman, helping design the building that housed the Computer Programming Institute of Delaware, from which he would later graduate. After their marriage, he went back to school and got a B.S. degree in Computer Science from the University of Delaware while Martha worked at DuPont. Richard subsequently went to work in the data processing department of a bank, “supervising the running of computer jobs. He made a name for himself there by greatly reducing the complexity of that process for them,” she said. “He applied, I guess you could say, Computer Science to that. He wasn’t writing software at that time.”
The couple eventually moved to Allentown, PA, where Richard had secured a position as a systems programmer for Lehigh University. Martha took a programming job with the Pennsylvania Power and Light (PP&L) Company, coding, she acknowledged, in new languages that “I never claimed to know.”
There were some barriers of sexism Martha encountered along the way. While applying for computing jobs in Allentown, PA, for example, she interviewed with a large manufacturing company that initially balked at placing her on a team designing software solutions, the interviewer admitting: “We’ve never had a woman analyst. You’d have to talk to the men out on the floor, and they can be pretty rough.” An offer did come, Martha recalled, but many months after she began working at PP&L.
The genesis of SCS came when Richard and Martha decided to start a family. “PP&L did not have part-time programming jobs and neither did anyone else that I could find,” Martha said. “I wanted to stay home with our new baby, but I wanted to stay active in computing. So, what could I do but start my own company?” Martha founded SCS in the fall of 1975 and their daughter, Sharon, was born in February of 1976.
Sharon and Martha programming
Sharon, Martha recalled, “pretty much grew up with the company.” Martha brought her along on site visits, placing her in a car seat “parked behind the warm tape drives at a client’s.” As a preschooler, “she learned enough to write simple programs” – like adding two numbers together – “ which she claimed she ‘did not use to do her homework.’” During her high school and college years, she spent time at SCS writing documentation and testing programs – an experience that got her her first “real” job. “Eventually, she came to love writing software and is now a Lead Technical Analyst at a company in Austin, TX,” Martha said.
Leaving PP&L and starting her own company, Martha said, was not particularly a difficult transition “because I had a husband supporting me, and it wasn’t like I was on the verge of financial crisis with the business. It was more like a hobby, at first.”
“It was growing,” though, Martha noted. The company added another programmer and started employing summer interns – “another tradition that we continue to this day,” she said – and plunked down $20,000 for its first minicomputer, used to create Pascal Validation Suite distributions. “This was a big deal at the time,” Martha said. “This was my first experience negotiating a business loan from a bank.” Richard, who had meanwhile become an adjunct lecturer and co-director of the computer science program in the graduate school of mathematics at Lehigh University, was a member of a committee that wrote the official standards for the Pascal programming language and had become a very early evangelist for using Pascal in teaching programming.
Shift to Newspaper Orientation
At that time, the company didn’t yet have the orientation it has today as a vendor providing solutions and services primarily to the newspaper industry.
The first newspaper that hired SCS for consulting services was the Pottsville (PA) Republican,” Martha said. “They wanted to get into using these personal computers a little bit, and they had one” – a [Radio Shack] TRS-80. “They wanted to learn how to use it, [so] they sent us the computer and it sat in our offices, which were in our basement, and I learned how to use it and how to write programs for it and everything. And then I trained them a little bit on how to use it.”
It wasn’t until 1983 – when Richard officially joined the business – that the shift in orientation occurred. He had left his programming job at Lehigh to become the Research Manager of Computer Applications at the American Newspaper Publishers Association (ANPA) Research Institute. When ANPA – now called the Newspaper Association of America (NAA) – moved its headquarters from Easton, PA to Reston, VA, the couple decided not to relocate, and instead Richard joined forces with Martha at SCS.
As part of his job at ANPA, Richard had overseen development of an ad dummying system, Layout-80®, which was the precursor to SCS’s Layout-8000™. SCS was one of several companies that bought the rights to sell and install Layout-80, but it was the only one that enhanced the program and made the product its own, thanks to Richard and a few others from his staff at ANPA who had left to join SCS. The first newspaper to buy the product from SCS was the Fargo (ND) Forum, whose owner and publisher was the chairman of ANPA at the time. “Bill insisted on being SCS’s first customer for Layout-80,” Richard said. Layout-8000 is now on its 15th major version, and is currently in use at 1,500 publications in multiple countries, in five languages.
Along the way, SCS outgrew the Cichelli’s basement, and was the first company to become part of the Ben Franklin business incubation program, moving into offices on the Lehigh campus. It later “graduated” from there to a renovated four-room school house in Nazareth, PA and subsequently upgraded to a space in an office complex in Nazareth, large enough for its current staff of 20.
For a short while in the late 90’s and early aughts, Martha stepped back from the company, returning to school to earn a doctorate degree in behavioral neuroscience. “I learned so much in graduate school about psychology, behaviorism and research. The principles I learned apply everywhere – including SCS”, when she rejoined the company a few years later.
“We Are Customer Service”
The Cichellis pride themselves, above all things, on a company ethic devoted to customer service.
Helping newspapers recover from disaster is the most obvious and specific example. Martha recounted anecdotes about helping the Detroit Jewish News recover from a major fire in 2002, The Times-Picayune in New Orleans recover from Hurricane Katrina in 2005, and El Diario la Prensa in New York recover after the 9/11 terrorist attack on the World Trade Center. In each case, SCS set up emergency servers in temporary spaces, and made sure the papers were able to publish without interruption.
“Talk to anybody that’s one of our customers,” Martha said. “Our folks really care and will go the extra mile.”
What’s next for SCS and the Cichellis, aside from their current transitioning business model? Martha replied that she can’t see that far ahead. “When Richard bought the desk that he’s sitting at, he told the furniture guy – it was a used furniture company – he said, ‘I want a died-at-the-desk desk.’ One that looks like it has a little dent there where the guy was working on his last day and he fell forward and his head hit the desk. That’s what I want: a died-at-the-desk desk.’ And he has it.
“I think that’s what he has in mind. I don’t know,” Martha said.
Originally published 02/03/2016