My Library and Courses
Last Update: Thursday July 29, 2021

Key Idea: Flaunt What You've Got

Joe Burgess and his wife Terry Mingus own  Zia Publishing.  They create books that display the stunning beauty found throughout the state of New Mexico.   More....

Key Question:


Make and sell something that is so special great people want to be part of your enterprise.

Terry told us that most travel magazines have very small pictures and the reason is, not many people can take excellent big pictures as can Joe. In fact, this is the story of turning a hobby into a business. Joe loves taking pictures of the natural beauty found in Southern New Mexico. While Santa Fe and Taos have been center stage in the travel business for decades, Terry and Joe have worked to put Silver City and its surround, "on the map." It sounds simplistic to say that they have built a business on the idea that people like looking at big pictures, but it is true.

Joe is the photographer and Terry is the designer. Together they have put their own stamp on the travel industry's publications and they are not shy about flaunting Joe's talent.

Think about it

Do you have problems recruiting top talent?  Do you make or sell a quality product or service?  What can you do to improve the quality of your product or service?

Clip from: Job Creation In New Mexico

Meet Linda Brewer of Blue Dome Gallery in Silver City.

Southwestern, New Mexico: In this episode of the show, we go into New Mexico as guests of the Chamber of Commerce of Las Cruces and Silver City. When we asked them, "What is your biggest business problem?" both said "Job creation." Yet, when we asked, "Are there businesses that are creating jobs?" over 100 businesses were recommended!

So, we asked practically every business advocate in the State of New Mexico,  "Would you take a look at this list and tell us who would you'd like to represent your state on national television?" It quickly became apparent that any  businesses from that list of 100 would have been fine.

In this episode we visit with five businesses and try to learn why they are being so successful in creating work for others. 

We learned a lot.  

Go to all the key ideas and video...
Go to the homepage for this episode...

Zia Publishing and Graphic Design

Terri Menges, Owner

611 N. Hudson Street
Silver City, NM 88061

Visit our web site:

Office: 5059561560

Business Classification:
Publishing, advertising

Year Founded:

Flaunt What You've Got

TERRY MINGUS (Zia Publishing): A trademark of ours is to use big pictures. (Voiceover) We like to look like Architectural Digest and do big pictures of the things that our tourists would like to go and see.

JOE BURGESS (Zia Publishing): We produce primarily picture books. The larger the picture, the better it looks to you.

HATTIE: (Voiceover) Just a few blocks away from the Blue Dome Gallery, Terry Mingus and Joe Burgess run Zia Publishing. Their company publishes community magazines that highlight the people and special things about small communities in New Mexico.

TERRY: Joe is a photographer and I'm a designer, and that's how we started this business.

Photography was a hobby for him, and we decided that southern New Mexico was always left out and overpowered by Santa Fe and Albuquerque and Taos, and we have a lot of beautiful things to offer in southern New Mexico.

We have Carlsbad Caverns and White Sands and cliff dwellings and ancient cultures and beautiful things in southern New Mexico, and we felt that it deserved someone to take it and show it off the way that it really is. And being from southern New Mexico, well, it just became something that we decided that we wanted to do and they liked it and they supported us with advertising. And, you know, if it wasn't for the advertisers, we wouldn't be here today. But they like what we do, they support us with advertising and we are growing as a result of that.


Not a member yet? Learn!  Be empowered! Join us!