Tony Seton has written, produced, directed, and reported in live and tape broadcasts
for radio and television, both commercial and public, network and
local, winning a number of national awards. He got started in professional
communications at age 19, on April Fool's Day 1970, working as a
$73-a-week copy-boy on the overnight assignment desk at ABC Network
Television News in New York. During the Seventies, he rose through the
ranks to become a senior producer at ABC, covering five space shots,
six elections, Watergate, Barbara Walters' news
interviews, and a
decade of breaking news stories across North America and Europe.
In 1980, he moved to the West Coast where he
began a second career as a consultant on marketing, advertising,
public relations, and corporate communications ventures that ranged
from long distance telephone service to riverboat gambling, medical
equipment leasing to taquerias, matchmaking to computers. He
also kept his hand in broadcasting. As Director of Marketing and
Research for KXTC, a Monterey lite rock radio station, he
doubled revenues, produced a series of highly-praised environmental
minutes, and conducted interviews with local movers and shakers.
In 1995, Tony partnered with a long-time
friend to form Wins of Change, a political consulting firm
specializing in media and message. In the first three cycles, they
produced the television messages for a number of federal, state, and
local campaigns. They also produced radio spots for three U.S. Senate
and two House races in five states. Clients included Rep. Nancy Pelosi
(D-San Francisco) and U.S. Senate candidate Rep. Tom Campbell, a
Republican who represented Silicon Valley.
Offered the opportunity to get back to
broadcasting, Tony debuted a new radio program, Tony Seton's InFORMATION,
on KBPA 1220AM in January 1998. His show reached tens of thousands of
upscale Bay Area listeners who were bored with NPR and instead tuned
into his program for scintillating conversation on relevant topics,
news2use, and thoughtful humor.
Tony published two
Right Car, Right Price and
The Under $800
Computer Buyer's Guide in the 1980s, a passel of poems, a volume of book
reviews, and a sheaf of essays. His writing has appeared in
publications across the country.
Tony taught Documentary Film Writing at
Monterey Peninsula College and occasionally lectured on "The Truth
about Television News." He has also instructed in Creative Writing at
the women's Federal Correctional Institution in Dublin, California. In
addition, Tony has provided
media training for individuals, companies and organizations.
After moving to Redding, Tony appeared
briefly on radio station KQMS, where his
and Newsmaker interviews won their time slots by 50%. While at
the radio station, Tony launched a series of reports on learning to
From the Ground Up, which
were reproduced for
In the fall of 2001, Tony wrote, produced,
directed and reported
Mother Nurture, a half-hour public
television program on child-rearing; it received two national awards.
In late 2002, he wrote, produced, directed and reported a second
public television half-hour program called
Divorce -- Collaborative
Style. It was also recognized with a national award.
In September of 2003, he published a
television news textbook entitled
Don't Mess with the Press / How
to Write, Produce and Report Quality Television News. A month
later, Tony moved back to Mill Valley (California) and the following
year established the American Patriots Coalition. Under this banner,
he produced three GOTV (get out the vote) television spots designed to
increase voter participation in the 2004 election swing states.
In the Spring of 2005, Tony moved back to
Monterey to establish a new radio station as the flagship for a Radio
Free America syndication network. But when his partners preferred to
air syndicated broadcasts that promoted a particular agenda and when
they eschewed plans to develop quality news broadcasts, it was time
for a parting of the ways. Tony established the
Quality News Network.
QNN began airing the finest hourly
newscasts in the country, Monday through Friday, from 6:00am through
6:05pm (Pacific) in January of 2006. The QNN newscasts streamed live on the Internet and
were uplinked to a tier-one satellite for distribution to radio stations
around the country.
In August of 2006, Tony published a how-to
interviewing guide called
The Quality Interview /
Getting It Right on Both Sides of the Mic. The book was
based in part on the more than 250 interviews he did with political
challengers in the 2006 races, candidates from all parties and from all fifty states, for
the House, Senate and governorships. The book was updated in 2011
In October 2006, Tony launched
America Back on Track, a
daily noon hour broadcast featuring news, interviews, and
commentary. The program features conversations with many local
people speaking about global issues, as well as prominent national
and international figures talking about how to restore the values
and sense of purpose on which this country was founded. A major Pacific
storm and financial difficulties forced QNN off the air on
January 4th 2008.
Tony started teaching at the Monterey Institute of International
Studies in the fall of 2007 with a course in
"Media Management in Public Policy."
Branching out in
produced a half-dozen websites from design to execution. Also,
he edited a book for a Vietnam War POW, consulted to an agricultural labor contractor,
program to teach
non-English speaking workers the lexicon of their workplace, and
was media advisor in two statewide political races.
In April 2010, Tony
Truth Be Told, a
novel based on a true story of sexual harassment and cover-up at
a law school.
In June 2010, Tony
launched The Living
Proof Project. writing, editing and/or publishing and
producing videos and websites for clients. (It was later folded
into SetonPublishing.com.) The first book --
Vision for a Healthy California by
Assemblyman Bill Monning -- came out in September. A second by
spiritualist Dan Shafer came out in October, together with a
In March 2011, Tony
Terror to Triumph / The Herma Smith Curtis Story, and
in April published a new novel,
Silver Lining, a
compelling, heart-warming story of romance, politics, media, and
guns, torn from today's news headlines. In May came another work
of fiction --
Crystal -- about the petro industry sitting on critical
solar discoveries, and in June came another novel,
The Autobiography of
John Dough, Gigolo
about a man who seeks to make better
lives for women. In July he published
in August he published
Just Imagine, in September he published
Rich Robinson's The
Shadow Candidate, and in October it was Gerard Rose's
The Early Troubles.
On December First
2011 Tony launched
Mystery featuring Francie LeVillard, a consulting
detective in the style of Sherlock Holmes. There are new
episodes of Francie's stories on the first and fifteenth of
In 2012, Tony published a second wonderful
historical novel by Gerard Rose called
The Boy Captain,
and his third (brilliant) book titled
Me Father. Tony also published an important new book on aging by Dr. Hugh Wilson called
Live Better Longer.
Tony wrote restaurant reviews and news essays
for the Monterey County Weekly, was a senior writer for 65 Degrees magazine,
and penned a series of profile pieces called
"Great Lives" for the Carmel
In late 2012. Tony wrote and produced an independent video
documentary on the water crisis facing the
Monterey Peninsula, which was recognized
for its editorial and production values.
A new book on higher consciousness by John
Koeberer called Green-Lighting Your Future / How to
Manifest the Perfect Life" was published in January 2013.
And the first volume of
The Francie LeVillard
Mysteries was released on March 10th 2013 to coincide with the production of
"Flight to Nowhere," a mystery dinner play Tony wrote to benefit
the Friends of the Monterey Symphony. The play is included in
the book, since it stars Francie LeVillard.
Also in January 2013, Tony produced a website
and video that countered
some near-slanderous reporting about some honorable physicians.
In addition, he produced a television spot to bring widespread
attention to these noble doctors and their excellent work.
In April of 2013, Tony published six books,
two by clients -- Gerard Rose's fourth and another by David
Jones -- and four more volumes of
Also in April, Tony started production on
From the Mouths of
Babies, which may be a three- or five-part series on
In June, Tony published a new novel called
In April of 2014, Tony came out with a
romance novel called Paradise Pond and
an original screenplay called
Jennifer, both of which had been originally written in 1994 but not
touched in 20 years. Also in April, Tony published
Writings which long- and short-form pieces of fiction.
In May, he published the sixth volume of
LeVillard Mysteries, and in September, he came out with
novel he started in 1991 (the first 40 pages) and picked up
again in August of 2014, finishing it on his birthday, September
10th. He also edited and published books that summer for three
new clients; Duncan Matteson's
Hustle Is Heaven, Pat DuVal's
From Colored Town to
Pebble Beach / The Story of the Singing Sheriff, and Frank DiPaola's
From Hell to Hail Mary
/ A Cop's Story.
In May of 2015, Tony published
A Western Hero,
Gerard Rose's latest work, and four of his own books: volume
seven of The
Francie LeVillard Mysteries;
The Brink, a
novella about an upended political convention;
No Soap, Radio,
a satirical look at a radio station; and
Musing on Sherlock
Holmes, six pieces about the great consulting
Later in 2015, Tony published six of his own
books -- Dead as a
the eighth volume of
The Francie LeVillard Mysteries,
and Mokki's Peak
-- and two books by clients; Tony Albano's
Life is a Bumpy
Road and Ray Ramos'
The Dedicated Life
of an American Soldier. In 2016, Tony published the
ninth volume of
The Francie LeVillard Mysteries
and Don Craghead's
The Enchanted Emerald.
By the fall of 2018, Tony added 12 more books
to his list. Go to
for the latest.
When he’s not working, Tony is flying, shooting photographs or taking long
walks along the Pacific Ocean.