BIRMINGHAM, Alabama — A veteran Alabama journalist who covered the state’s biggest business news for decades is being remembered by friends and colleagues for his far-reaching influence in the media industry and economic development.
Jerry Underwood, who was 65 when he died on Nov. 2, was a former reporter and business editor at The Birmingham News, where he helped chronicle significant milestones in the state’s modern economic history, including the emergence of the automotive industry and the reshaping of banking and retail landscapes.
For the last 13 years, he worked for Birmingham-based public relations and advertising agency Big Communications, as part of the team that designed and developed the Made In Alabama brand and website in collaboration with the Alabama Department of Commerce.
In that role, Underwood provided engaging, comprehensive and in-depth content about the state’s economic development wins, innovative research and advancements, and the key decision makers behind it all.
“Jerry Underwood expertly told the stories of the people, places and products that form the foundation of Alabama’s business community,” said Alabama Gov. Kay Ivey. “Under his watch, the Made In Alabama website became a must-read for industry leaders and recruiters and helped us promote the state on an international stage.
“No doubt, Jerry made a mark on our state through his hard work,” the governor said.
Underwood’s writing subjects stretched from the Shoals to the Wiregrass and in major metros and rural towns alike. His work included the Made In Rural Alabama website.
He also traveled to international airshows to support the state teams working to build the aerospace and aviation industries in their communities.
“Jerry partnered with economic developers in cities and counties across Alabama, and he turned the Made In Alabama spotlight on projects big and small,” said Alabama Department of Commerce Secretary Ellen McNair. “His thorough knowledge of the state’s business history, leading industries and emerging technologies gave his work depth and detail that was unmatched elsewhere.”
Greg Canfield, former secretary of the Alabama Department of Commerce, said Underwood was skilled at digging into details of the topics he covered.
“He became the voice of Made In Alabama,” Canfield said. “He masterfully dedicated himself to learning about many industries and sectors to become the subject-matter expert required to write such engaging stories.”
Canfield said Underwood also became a true friend over the years. “Whether we were doing a wrap-up interview after a grueling day at an airshow or discussing the details of a project announcement, Jerry always had a smile thrown in with a good bit of dry humor, and it made working with him a fun and enjoyable experience,” he said.
Underwood, who hailed from Walker County, earned degrees from Auburn University as well as the University of Alabama, where he was news editor for The Crimson White student newspaper.
He began his career at Jasper’s Daily Mountain Eagle in 1985 and moved to The Birmingham News in 1990, first writing features for the LifeStyle section. During his time on the business desk, he led coverage of Mercedes-Benz’s establishment of its Alabama auto plant, accounting fraud at HealthSouth, major banking mergers and other high-profile stories.
Underwood was named business editor in 1998 and remained in that role for 14 years, supervising a team of reporters and writing about 500 personal columns for the business section during his tenure.
Former News business reporter Michael Tomberlin, who was Underwood’s first hire at the paper, said he joined a business desk that was robust, dynamic, detailed and dependable – traits that reflected its leader.
Tomberlin experienced great growth and professional highs during his career at the News, thanks to Underwood’s support.
“In the military and in other organizations, I’ve had multiple leaders. None were as steady, sure and reliable as Jerry Underwood. Having someone so professional and competent at the helm allowed those who worked for him to be at their best and confident at all times,” he said.
“You would struggle to find a better leader, friend, confidant, supporter, advocate or person than Jerry. What I learned from him on a technical level is substantial. What I took from him on a personal level is immeasurable.
“I know who I am today is due in no small part to the mentorship I received from Jerry,” Tomberlin said.
Amid a 2012 restructuring, the News laid off much of its newsroom staff, including Underwood. But he quickly found a new home at Big.
Big Founder and CEO John Montgomery said his team had been developing the content marketing approach to economic development for the Commerce Department at that time. Underwood’s skillset and institutional knowledge of Alabama business was a perfect fit.
“Jerry knew what he needed to do, and he did it. He was always writing and posting, and even helped proofread on other projects. We pulled him in at times on other things that needed his take, and he was always willing to lend a hand,” he said.
Montgomery said Underwood built great relationships in the economic development community, and he was universally loved at Big. They loved him for his work but also for the person he was beyond his job.
A soccer dad. A home cook. A lover of fine wine and live music. A devoted husband and father.
He is survived by his wife, Lisa; son, John; and daughter, Mary Margaret.
Montgomery said he is proud of the work that Underwood and the Made In Alabama team have done over the years. That work will continue, building on the strong foundation Underwood helped set, even though he would probably downplay his influence with a dash of his dry humor.
“For someone so talented and experienced, he came off with zero ego,” Montgomery said. “He was humble, he was happy in his role, he was a great guy to work with and he was always prioritizing the needs and stories of others. That’s who Jerry was.”
