BY DEMY SONZA, Former Vice Governor of the Province Of Iloilo
THE founder of Panay News, Danny G. Fajardo, was my relative on the Procalla side of my mother’s lineage. We fondly called each other “Primo.” I first closely knew Primo Danny when he was a budding businessman and journalist. He began with a transportation business but when this did not thrive, he dedicated himself to journalism and founded Panay News in early 1981.
At that time, I was the director of the Office of Planning and Development at Central Philippine University, my alma mater. The functions of my office included public relations, so I often sent press releases to Primo Danny which he gladly published in Panay News. By then I had already authored five published books and was recognized as a historian. As a free lance journalist, I served as president of the Iloilo Press and Radio Club in 1963-1964 and often wrote for the Philippines Free Press. On the local level, I was writing regularly for The Visayan Tribune.
In the 1980s and 1990s, there were several periodicals in the English language in Iloilo. Aside from The Visayan Tribune, there were the Daily Times, Daily Express, The News Today, The Visayan Progress Recorder, Daily Informer, and two or three others. In the vernacular were Hiligaynon and Yuhum.
Primo Danny had his editorial office at the La Salette Building on Iznart St., Iloilo City. One time when I visited him, I remarked that Panay News was facing a lot of competitors for the reading public. He smiled broadly and replied, “Primo, the more competitors the merrier. But I dream of making Panay News the largest newspaper not only in Panay but in the whole Visayas.”
Looking back, we see that Primo Danny achieved his dream. It was not an easy task, but by strong determination and dedication he achieved it. For many years now Panay News has been lording it over other newspapers in the entire Visayas.
It started as a weekly paper called Panay News Today, and by the time I began writing for it, Panay News was coming out three times a week. At that time I was already a member of the Provincial Board of Iloilo, having been elected in the first local elections after the EDSA People Power Revolution. Primo Danny helped campaign for me.
One day, Primo Danny called by telephone, saying, “Primo, you are now a politician but you are better known as a historian and writer. I would like to invite you to write historical articles, especially on our illustrious Ilonggos, for Panay News.”
“Gladly, Primo,” I answered. “I’ll find time to write for Panay News.”
“We may not be able to pay you as much as the Philippines Free Press.”
“Don’t worry, Primo,” I cut him short, “you do not have to pay me. It’s an honor to see my by-line on the pages of the best paper in the region.”
My first historical article for Panay News, “BINALAYBAY: The Life and Art of Flavio Zaragoza Cano,” appeared on the August 7-9, 1989 issue of the paper. This was followed by several other articles, and on March 10, 1992, when Panay News was already a daily newspaper, my article, “Tomas Confesor: The Patriot and the Statesman,” was published.
Panay News was coming out daily because it already had it’s own printing plant in Primo Danny’s compound in Mandurriao, Iloilo City. From then on I wrote quite frequently for Panay News.
Primo Danny realized that it was not enough to reach the public through the printed word. So, he made Panay News sponsor a regular radio program called “Reklamo Publiko.” Within a short time “Reklamo Publiko” became the most powerful public service program on radio in Iloilo. As a local politician I had been a featured guest at “Reklamo Publiko,” and as a journalist I served as a panelist in the program a number of times.
To pursue his dream of making Panay News the largest paper in the Visayas, Primo Danny established branch offices in Cebu, Bacolod, Roxas City, Kalibo, and San Jose, Antique. He also opened an office in Manila because he wanted the top officials of the country to read Panay News. Every day, he sent copies of the paper on the first plane flight from Iloilo to Manila. When the president, cabinet members, senators, and congressmen arrived in their offices in the morning, Panay News was waiting for them to read. This step by Primo Danny was a stroke of genius because it also attracted big business firms in Manila to advertise in Panay News.
To further secure Panay News’ position as the leading regional paper, Primo Danny joined and became an active member of the Publishers Association of the Philippines (PAAP). He also became the president of the Iloilo Press Club (IPC). One notable project that Primo Danny initiated was the holding in Iloilo City of the First Regional Media Congress sponsored jointly by the PAAP and the IPC on April 11-12, 1997. The purpose of the congress was to promote media unity and fraternity on the theme “Gearing up for the 21st Century.” Primo Danny invited me to support the congress as vice governor of Iloilo and to serve as a resource person. I gladly attended the historic meeting held at the Sarabia Manor Hotel.
Following the example of the major Manila newspapers that published weekly magazines, like the Philippine Panorama of the Manila Daily Bulletin, Primo Danny put out a weekly magazine for Panay News. The magazine was called FILES. I am pleased to say that my picture appeared on the cover of FILES Magazine (March 14-20, 1997) with a lengthy article very well written by Hazel P. Villa. The article about me was titled “Vice Gov. Demy Sonza: The Lighter Side of the Historian.”
One of the many issues I opposed as vice governor was the proposal to allow the Philippine Charity Sweepstakes to operate the Lotto in Iloilo Province. Manuel Morato, the general manager of PCS, threatened to run after local government officials who opposed the lotto. In response, I delivered a strong privilege speech at the session of the Provincial Board and we adopted a resolution against the numbers game. On June 20, 1996, Panay News carried an editorial titled, “It Takes Genius to Prevent the Lotto’s Entry.” The editorial said in its last paragraph, “Sonza described betting in the numbers game as ‘taking money from the poor to enrich the multi-millionairs behind lotto.'”
Also in 1997, I published my book, Tales of My Father. When Primo Danny saw the book he immediately asked me if he can serialize it in Panay News. “This is a very good book,” he said. “How many copies were printed?” I told him that I ordered 1,000 copies and he said, “Let us serialize it in Panay News and you are guaranteed at least 10,000 people will read each chapter everyday until all the chapters have come out.”
Not only did Panay News serialize Tales of My Father, Dr. Victoria S. Primero, an English professor and chairman of the board of Panay News, wrote a beautiful review of the book that came out on the March 20, 1997 issue of the paper. The serialization started with the chapter, “My Father and the Rainbow” in Panay News, July 15, 1997, until August 20, 1997 when the last chapter, “Father and Hesperus,” was published.
Primo Danny believed in my capabilities as a politician and supported my political ambition. In fact, the cover story on FILES Magazine was timed to come out when I was preparing for my reelection as vice governor in 1997. Aside from bolstering my political stock, Primo Danny wanted me to become more popular as a scholar/historian that he published many articles about me written by other writers. For example, here are four articles by different authors, “The Sonza Story,” by Neonita A. Gobuyan (PN, April 1, 1996), “Demy P Sonza: My Man for All Seasons,” by Teddy S. Sumaray (PN, Dec. 10, 2002), “Demy Sonza, Back to the Limelight,” by Lydia C. Pendon (PN, Dec. 12, 2001), and “Demy Sonza’s Patriotic Works” by Rex S. Salvilla (PN, Dec. 20, 2012).
In 2001, Gov. Arthur D. Defensor, Sr. completed his third term and decided to run for congressman. I still had one term left as vice governor but I decided to run for governor. Primo Danny again supported me but I lost. However, my colleagues in Taytay sa Kauswagan, Inc. (TSKI) voted to elevate me from vice chairman to chairman. When Primo Danny learned about it, he told.me, “Primo, you lost the election because the Lord want you to serve more people not just in Iloilo but in other provinces where TSKI is at work to help people especially the poor.”
“I believe so, too, Primo,” I said, “praise the Lord.”
I continued to write stories, essays, poems, and from time to time submitted articles to Panay News. In 2006, in connection with its 25th anniversary, Panay News honored 25 outstanding personages from Western Visayas. I was one of them. On April 8, 2006, Panay News presented to me, as Chairman of the Board of TSKI, its “Award of Highest Distinction,” The citation on the plaque read,
For consistently devoting his life, labors and talents in the service of the Filipino people. Despite his retirement from public service, he has continued to pursue his dream for the betterment of our people through his meritorious involvement in microfinancing. In personal life, he is the epitome of humility, integrity, honesty and morality. A staunch believer in press freedom, he is a pillar of the Fourth Estate through his scholarly works in local history.
The award was signed by Dr. Victoria S. Primero, Chairman, Committee on Awards, Atty. Ade S. Fajardo, President, and Danny G. Fajardo, Founder and Chairman of the Board.
As if the plaque award was not enough, Panay News published the following day, April 9, 2006, a 15-paragraph article written by the PN Staff with the title, “DEMY P. SONZA: Most Outstanding Historian and Writer.” The first paragraph stated:
“In Maslow’s Hierarchy of Needs, there is a time when a man reaches a point in his life that his heart’s desire is to self-actualize and then to move on and help others. The transition can be rough for some but it comes naturally to Demy P Sonza, Iloilo’s eminent historian, journalist, writer and public servant.”
After Primo Danny had completed the Panay News Complex in Maliao, Pavia, Iloilo, some 250 meters away from the TSKI Headquarters Building, he said to me, “Primo, we are now neighbors working together for the good of our people.”
“Congratulations for putting up a beautiful complex for Panay News, Primo,” I answered. “Yes, we continue to serve our people for the glory of the Lord.”
It’s now five years since the Illustrious Daniel Gumban Fajardo was called home by the Lord, but through Panay News we continue to feel his presence urging us to seek and fight for the true, the good, and the beautiful. Long live his memory and legacy./PN
