DOWNTOWN — Already a mother and a housewife, Louise Jane O’Neill was looking for even more to do when she went to work as an assistant at the now-defunct Los Angeles Herald-Examiner. The next thing she knew, O’Neill was writing a column on things to do in Southern California.
From there, O’Neill entered into the world of advertising, where she spent the next 30 years as one of the Santa Monica Outlook’s top display advertising representatives, luring local businesses with her charm, enthusiasm and dedication to her clients.
Last Thursday, O’Neill (or “Janie” to family, friends and clients) died of congestive heart failure. She was 73.
O’Neill had been in poor health for the last few years, according to her daughter, Sharon O’Neill, who lived with her mother in their West Hills home.
“The phone hasn’t stopped ringing all day,” the younger O’Neill said last week, fighting back tears.“There wasn’t anyone she wouldn’t help. Everyone loved her. Whatever you needed, she was there.”
Louise Jane O’Neill was born in Connecticut, where she received a degree in nursing. She moved to California in 1958 with her husband and three-year-old daughter, settling in the San Fernando Valley.
“She said she just needed some work... and she ended up being one of the best in her field,” the younger O’Neill said.“She was known for hitting the pavement, going out to her customers.”
While working for the Outlook, O’Neill handled some of the newspaper’s top clients, including Cox Paint, Inc., Naylor Paint, Bubar’s Jewelry, Cosentino’s, Fisher Lumber and Bourget Bros. Building Materials.
“She’s a local legend in the newspaper business,” said Kelly Pye, a former Outlook advertising representative who worked with O’Neill for nearly 13 years.“It’s hard to think of Janie without seeing her just bursting through the door. She was just a very vibrant woman, a great newspaper representative who really established strong relationships with her clients. It’s very sad to hear she’s gone”
Former Outlook executive editor Skip Rimer remembers O’Neill as opinionated with a “gruff exterior, but a heart of gold interior.”
“She made us laugh,” Rimer said. “And life was never dull with her around. When she was in the room — or even the next room – everyone knew it... Janie was a wonderfully unique individual.”
Eddie Guerboian of Readers Jewelers was one of O’Neill’s loyal clients. He remembers O’Neill’s energy, her smile... and her love of jewelry.
“She was just so go, go, go. She had so much energy that sometimes I would have to calm her down,” Guerboian said. “She was always thinking of her clients and how to take care of their needs. She was tough at times, but you always knew that she was sincere and looking out for your best interests.”
While O’Neill spent much of her time trying to please her clients, outside of advertising she was just as giving, willing to “offer you the shirt off her back,” said friend Maxine Flam.
“Janie could relate to everyone — old, young and in between,” Flam said. “She loved to talk politics, history, religion and even frustrating things like leaking pipes... electrical problems and firing numerous gardeners. When we spoke on any topic, I knew that Janie was well read, well informed, not to mention interesting.”
Flam said the last time she spoke with O’Neill, her good friend told her she did not think she would live much longer.
“I told her not to talk that way,” Flam said. “She was going to be around a long time... I guess Janie knew.”
Memorial services for O’Neill have yet to be scheduled. Her daughter plans to spread her mother’s ashes along the beach in the coming weeks.
“I know she misses everyone there,” the younger O’Neill said.“She misses all of Santa Monica. She lived in the Valley for 43 years, but she basically considered Santa Monica her home.”
Originally published in the Santa Monica Daily Press print edition on October 24, 2006. Read the original PDF.