Santa Monica Mirror
A weekly community newspaper serving Santa Monica, California.
Last updated August 25, 2026
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Overview
The Santa Monica Mirror is a weekly community newspaper focused on Santa Monica, California. Its coverage is oriented toward local civic, community, and neighborhood affairs rather than national or international news. The publication was established in 1999 by Michael Rosenthal, Peggy Clifford, Deborah Daly, and Judy Swartz, giving it a locally rooted ownership and editorial origin. As a community newspaper, the Mirror's role has been to provide residents with reporting and information tied to the city and its surrounding communities. A significant transition occurred in 2009 following the death of co-founder Michael Rosenthal. The publication was subsequently acquired by Thomas Montemer, who was serving as editor-in-chief at the time. This change combined an ownership transition with continuity in editorial leadership, as Montemer was already closely involved in the newspaper's operations. The publication later became associated with Mirror Media Group, a media company that also operated Direct Community Video. In August 2013, Mirror Media Group expanded its local publishing portfolio by acquiring The Century City News, a biweekly business publication, and Brentwood News, a monthly community publication. These transactions placed the Santa Monica Mirror within a broader group of geographically focused newspapers and related community-media properties. The Mirror's primary identity remains that of a local weekly newspaper serving Santa Monica. Available reference material does not establish detailed information about its circulation, revenue, current ownership structure, present publication frequency beyond its description as a weekly, or the identities of current executives. Its official website is listed as smmirror.com, although the available sources do not provide enough information to assess the site's current activity or the newspaper's current operating status.
History
The Santa Monica Mirror began publication in 1999 as a community newspaper serving Santa Monica, California. It was founded by Michael Rosenthal, Peggy Clifford, Deborah Daly, and Judy Swartz. From its inception, the newspaper's purpose was local rather than national: it covered the affairs, concerns, and activities of Santa Monica and its surrounding communities for a geographically concentrated readership. The publication experienced an ownership transition in 2009 after the death of Michael Rosenthal. Thomas Montemer, who was editor-in-chief at the time, acquired the newspaper. The transition was notable because the incoming owner was already part of the publication's editorial leadership, potentially preserving operational and editorial continuity while changing the ownership arrangement. The newspaper later operated within the wider Mirror Media Group, a company described as the publisher of the Santa Monica Mirror and the parent of Direct Community Video. In August 2013, the group acquired two additional local publications: The Century City News, a business newspaper published on a biweekly basis, and Brentwood News, a monthly community publication. The expansion connected the Santa Monica title with a broader collection of community and regional media properties. The available reference material identifies the Santa Monica Mirror as a weekly community newspaper and does not provide a detailed account of its circulation, staffing, revenue, editorial sections, or subsequent corporate changes. It also does not establish whether the title remains actively published today. Accordingly, the brand's historical identity is clear, while its current operating condition and management require verification.
- 2013
Mirror Media Group acquired two additional publications
[1]Mirror Media Group acquired The Century City News and Brentwood News, expanding its community-media portfolio.
- 2009
Ownership transferred to Thomas Montemer
[1]After co-founder Michael Rosenthal died, editor-in-chief Thomas Montemer acquired the publication.
- 1999
Santa Monica Mirror founded
[1]Michael Rosenthal, Peggy Clifford, Deborah Daly, and Judy Swartz established the Santa Monica community newspaper.
Products and positioning
A locally focused community newspaper serving readers, organizations, and businesses in Santa Monica, California.
Weekly community newspaper · 1999
Santa Monica Mirror
The core publication is a weekly community newspaper covering Santa Monica, California. Its editorial focus is local civic and community information for residents and organizations in the Santa Monica area. The available sources do not provide a complete breakdown of sections, circulation, print format, or current publication schedule beyond its weekly community-newspaper description.
Brand decisions
2013
Mirror Media Group expanded through acquisitionsM&ABackground
Mirror Media Group was the publisher of the Santa Monica Mirror and parent company of Direct Community Video.
Action taken
In August 2013, the group acquired The Century City News and Brentwood News.
Aftermath
The transactions broadened the group's portfolio to include a biweekly business publication and a monthly community publication in addition to the Santa Monica Mirror.
2009
Acquisition by Thomas MontemerM&ABackground
The ownership of the newspaper changed after co-founder Michael Rosenthal died. Thomas Montemer was editor-in-chief when he acquired the publication.
Action taken
Montemer took ownership of the Santa Monica Mirror while coming from its existing editorial leadership.
Aftermath
The acquisition marked a change in ownership and followed Rosenthal's tenure as a founding figure. Detailed financial terms and subsequent operational effects are not available in the cited source.
Recent events
- 2013
Mirror Media Group expanded its community publishing portfolio[1]
M&A
In August 2013, Mirror Media Group acquired The Century City News and Brentwood News, broadening its portfolio beyond the Santa Monica Mirror.
- 2009
Thomas Montemer acquired the Santa Monica Mirror after Michael Rosenthal's death[1]
M&A · Leadership change
Following the death of co-founder Michael Rosenthal, the newspaper was acquired by Thomas Montemer, who was then its editor-in-chief.
Sources2 sources
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