Zemina, Wendell

February 18, 1922 - February 19, 2002

 LAFAYETTE -- A World War II veteran who parlayed his GI bill education and gift for gab into a newspaper advertising career died Tuesday at the age of 80. 

G. Wendell Zemina, a second-generation American raised near Boston, served in the Atlantic theater as a Navy salvage diver, his son, Bill Zemina, said. Wounded and discharged shortly before the war ended, he attended the University of Illinois and earned a degree in journalism in 1949. 

Although he tried his hand at writing and broadcasting, Zemina found that his rapport with people made him a good fit for the marketing and advertising side of the profession. 

"He always enjoyed dealing with people," his son said. "He had a natural gift for gab." 

Zemina liked that every day was different in his job as he went on his rounds. Being part of the business community was fulfilling as well. 

"There was nothing better than walking into a new business and working with that business to become a little part of their success," his son said. 

Zemina started his career running a chain of suburban Chicago newspapers. He moved west when a business associate hired him to run a Santa Clara Valley newspaper. Next came jobs at the Oakland Tribune and the West County Times, from which he retired as general manager in the mid-1980s. 

"He was an outstanding newspaperman and manager," said George Riggs, publisher of Contra Costa Newspapers, which includes the West County Times. 

"I will remember him for his laughter, his warmth, and for his ability to find the bright side of virtually any situation," Riggs said. 

Outside of work, Zemina remained a sportsman and spent much of his time helping others. The avid skier, tennis player and golfer coached in youth athletic leagues and taught Sunday school. 

"He was a natural-born teacher," his son said. "That's why he liked coaching." 

Zemina lived with his wife in Lafayette for 37 years. After his retirement, the couple traveled in Europe and the United States. 

He is survived by his wife, Shirley; sons, Bill and Brian; and brother, David.