Publisher To Launch Free Women’s Surf Magazine Joyce

Publisher To Launch Free Women’s Surf Magazine Joyce
SHARE
THIS



Joyce Magazine launches as premier digital and print platform for the women’s beach culture community of Australia and beyond.

The end of 2016 has been a major stepping-stone for female athletes of the international surf industry and growing global beach culture. The WSL’s Big Wave Tour organised the first ever official female competition (Hawaii). Sally Fitzgibbons successfully launched the International Beach Festival alongside the inaugural ‘Women in Surfing Gala’ (Sydney), both with overwhelming corporate support. All while women’s fashion stepped up to answer to the high demand for surf lifestyle apparel – with eight of the top ten surf brands now holding active wear ranges.

Beach culture and lifestyle are now more than ever appealing and targeting far beyond what was once a male dominated and strictly surf associated target market.

In line with a growing energy Joyce mag accepts the challenge to fulfil the growing desire for female related content, covering a diverse range of content from; interviews with pro surfers, technique, fashion, travel, fitness, yoga and more.

While Joyce is by surfers and for surfers, it is much more and will answer to the demands of the wider lifestyle. It is a place for young women who enjoy the beach, the ocean and outdoors in general, to explore their own style (in life and fashion) while also touching upon passions in art, music and more. Joyce’s Founder & Editor Lauren Horky explains: “Creating Joyce was a no brainer, as I couldn’t find a magazine for the “surfer girl next door”. A magazine not just about the thrill of chasing waves, but about a lifestyle to which many chicks can relate. Joyce aspires to be an ambassador and a source of inspiration for all those women in Australia and around the world.”

The rise in support and interest in the female surf world is quickly growing to dominate the market and that’s not the only area of growth noted. Up until the end of October, recently crowned World Surf League champion Tyler Wright actually sat on top of the World Surf League earnings list – for both the mens & womens. As reported on by The Guardian in October 2016, “it is good business these days to be championing women’s sport – think of it as a market untapped.”

“The sport has come such a long way, with the WSL now echoing tennis in terms of exposure and equality for its female competitors. These women are icons, role models, entrepreneurs, philanthropists and much more,” says Joyce’s commercial director, Jarrod Pearse. “This is why the timing of Joyce couldn’t be more essential. More girls under 18 take up surfing than boys, not to mention the global phenomenon of female youth taking up an interest in other board sports such as skateboarding. We’re watching the market rise right before our eyes.”

The free print magazine, with its unique user friendly 170mm x 230mm format, will be published quarterly. Issue #1, launched at the International Beach Festival in Cronulla, has now been distributed to over 80 surf retailers, surf schools, cafes, pubs, coastal accommodation, women’s boardriders clubs and a select handful of premium yoga and fitness studios nationwide.

“Partnering with Sally’s amazing Beach Fest was such an incredible way to kick off this project,” says Joyce’s Jarrod Pearse. He attributes the initial success of the 4k+ issues distributed at the event to the rise in female beach culture lifestyle. “Engaging with our core audience face to face at these wonderful events is the most direct way for us to spread our message and a core part of our strategy moving forward. We knew the female beach culture wanted something to call their own, we’re just so thrilled to be able to finally hold it in our hands and get it out there!”

The time for female focused print and online platform is now. Joyce looks forward to producing incredible content offering young women inspiration, motivation and information beyond the current content available to them in the international mainstream magazine catalogue.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]