Employees buy Sonoma Valley newspaper

The Sonoma Valley Sun, a free weekly newspaper that's been competing with Sonoma's Index-Tribune since 2004, is being sold to four of its employees.

"It's a fresh start," said Val Robichaud, the Sun's co-editor.

The Sun was founded by Bill Hammett, who also started a Sonoma nonprofit, CommonBond Foundation, that licenses the valley's only radio and TV station.

Hammett is selling the paper to Robichaud and three other employees, Barney La Haye, Kelly Magner and Jody Purdom. Terms were not disclosed.

In a message to readers last month, Hammett said Three House MultiMedia, the business that published The Sun, ran into financial trouble last year and has ceased operations. Three House also operated a video division, advertising company and lifestyle magazine.

While the sale hasn't been finalized, the new owners are now in charge and haven't missed an issue, Robichaud said. The sale includes the Sonoma Valley Sun's Web site.

The Sun publishes close to 15,000 copies of the 40-page tabloid each week, and it's available free on Thursdays at businesses from Sonoma to Glen Ellen, Robichaud said. Some also are delivered to subscribers' homes.

The Sun positioned itself as a feel-good alternative to the Index-Tribune, focusing on community events and feature stories.

"We don't go out of our way to look at the negative," Robichaud said. "There's a real sense of community here."

The Sun's new owners may change the paper's look and introduce more color, he said. They're also seeking ideas from readers.

The Index-Tribune publishes on Tuesday and Friday and has a paid circulation of about 9,000, according to its Web site. The I-T is published by Bill and Jim Lynch, whose great-grandfather purchased the newspaper in 1884. The I-T also has a Web site and magazine.

In 2008, The Sun tried to go head-to-head against the I-T, publishing twice a week on the same schedule. But the paper went back to weekly publication a year ago and laid off some of its staff, citing the struggling economy and declines in advertising.