His close golfing friends remember him getting the "yips" during bad putting spells. Community leaders remember him for his strong-but-quiet input on issues. Newspaper industry leaders remember him for being a mentor.

Wally Lage, vice president and chief operating officer of Rust Communications, died Thursday night in Maine, after slipping off a wharf. He was 66. And he was admired by many.

Widely known in the newspaper industry, Lage was also very active in the Cape Girardeau community. Among many involvements, he was a longtime member of the Lions Club and the Saint Francis Medical Center board of directors. He served on boards of numerous newspaper organizations and was a member of the Missouri Press Association Hall of Fame.

Wally Lage (photo submitted)

He served in the Army in the late 1960s and graduated with a master's degree from the University of Missouri. Lage joined Rust Communications in 1993.

"Our hearts are aching right now," said Jon K. Rust, co-president of Rust Communications and Southeast Missourian publisher. "Wally was not only a tremendous newspaperman but a great friend -- and a rock for his family. May they feel the love of all who've known, admired and respected a remarkable man.

"We've received a flood of telephone calls and e-mails from people in Boston, Maine, Florida, Washington and places in between. All are in shock and saddened by this tragic loss. We've also heard stories from employees of Rust Communications from around the Midwest, remembering how he always made them feel at ease and was never shy with his laugh. He was a mentor to many and a friend to all."

Rex Rust, co-president of Rust Communications, said, "Wally was a remarkable man, exceptional colleague and great friend. We loved him. He will be dearly missed."

Survivors include his wife, Dori, four children and eight grandchildren.

Cape Girardeau Mayor Harry Rediger served with Lage on many community boards. Rediger said Lage was a "great, great board member for Saint Francis."

Rediger became close friends with Lage and said Lage preferred not to be in the spotlight but that his good business sense proved valuable on many occasions.

"It was such a blow and a shock to all of us," Rediger said. "He was such a dear friend. ... He had a fun-loving family attitude and was a tremendous father and family man who was so concerned about every detail in his family. I could go on and on about him being a great guy. What a loss for the Southeast Missourian, and what a loss for Cape Girardeau."

Lage began his newspaper career in 1969 with Winsor Newspapers in Canton, Ill. By age 25, he was publisher of the Boonville Daily News and publisher of free publications in Jefferson City, Mo., and Columbia, Mo.

Before joining Rust Communications, Lage was president of newspaper operations in the Paxton Media Group and general manager of the Paducah Sun. He oversaw acquisitions of several daily and weekly newspapers.

At Rust Communications, he oversaw the acquisition or startup of about 50 newspaper titles in eight states, including 13 daily newspapers.

Lage worked for more than 20 years with a newspaper organization called the PAGE cooperative. He was an original member of a committee that helped bring more than 150 non-newsprint suppliers into the co-op. PAGE helps its members obtain bulk discounts that major metro papers receive independently.

"We're talking plates, film, ink and computers," said PAGE CEO John W. Snyder. Lage's involvement in the committee "went a long way to helping the smaller and midsize newspapers survive."

But Lage's influence also resonates on an individual level with Snyder.

"He was a really good friend, somebody you could count on," he said. "A great businessman, a great friend, and I'm going to miss him terribly. It breaks my heart."

Schnucks manager Dennis Marchi said he was impressed with Lage from the first moments he met him.

"When he first came to the community, he visited advertisers," Marchi said. "He just came in to the office and said 'Your advertising is very important to the Southeast Missourian and we appreciate your business.' We just kicked it off from there."

Marchi was also on the Saint Francis board with Lage.

"He was a special person," Marchi said. "Cape Girardeau will miss him and his insight."

Gary Rust, board chairman of Rust Communications, said, "I cannot express how important Wally has been to Rust Communications and the industry by his Christian example and forthright management style. Our prayers are with his family, and he will be missed more than he would have ever guessed."

The Associated Press reported that emergency workers were alerted Thursday evening when Lage fell into the water and failed to surface. Deputies say Lage and friends were unloading a boat after an outing to Portland. One of the witnesses jumped into the water but couldn't find him. Emergency workers performed CPR, but Lage was pronounced dead at Mid Coast Hospital.

Visitation will be from 4 to 8 p.m. Tuesday at Ford and Sons Funeral Home on Mount Auburn Road. Services will be at 11 a.m. Wednesday at St. Vincent de Paul Catholic Church. Other arrangements were not yet decided as of press time.

bmiller@semissourian.com

388-3625

Pertinent address:

301 Broadway, Cape Girardeau MO