John A. Severance, 79, newspaper advertising executive

John A. Severance, 79, of Malvern, a former newspaper advertising executive, died Friday, Sept. 18, at Lankenau Hospital of complications from a previous surgery.

Born in Berwyn, Mr. Severance was the son of Kathryn Holman Severance and Alexander Severance, basketball coach at Villanova University for 25 seasons and a justice of the peace in Berwyn. Such officials are now called district judges.

Mr. Severance graduated from St. Agnes High School in West Chester and Villanova University. He was a member of the Army National Guard.

Mr. Severance worked for 40 years as senior advertising sales executive for the Main Line Times, the Suburban and Wayne Times, and Main Line Suburban Life Newspapers.

Joan Toenniessen, former managing editor of the Main Line Times, said that Mr. Severance was a real go-getter. "We was a good salesman and well-liked in the community," she said.

He knew so many people from his work and his many hobbies that if he heard that "anybody needed something, John was there for them. He was like that," Toenniessen said.

Mr. Severance volunteered as director of athletics for numerous Scottish Highland Games up and down the East Coast. He was a classically trained bagpiper who also enjoyed history, sports, and his garden.

One of his favorite pastimes was playing Santa Claus at holiday events, especially the annual Malvern Victorian Christmas Festival and for get-togethers at the Desmond Hotel in Malvern, where he was much in demand.

He also played Santa for children who went to visit him at the Main Line Life Building in Ardmore. "He loved doing that," Toenniessen said.

He is survived by his wife of 26 years, Mary Ann Dudas, whom he met at the Main Line Times, and nieces and nephews.

A visitation from 10 to 11 a.m. Monday, Sept. 28, is to be followed by an 11 a.m. Memorial Mass, both at St. Patrick Catholic Church, 104 Channing Ave., Malvern. Interment will be private.

bcook@phillynews.com

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