FOR IMMEDIATE RELEASE
New Surf Magazine
Launches Into a Rip-Roiled Lineup
In tough times, morSURF seeks
to tap a neglected demographic
April 28, 2009—At a time when the entire publishing
industry is in turmoil, besieged by bloggers, under
attack by twitterers and generally feeling the economic
malaise of lackluster advertising revenues and declining
readerships that have forced many periodicals into radical
cutbacks or even close-outs, a new surf magazine is
taking off -- available both in print and online.
this week as a new concept in surf magazines. It is
aimed at an audience that is under served by other special
interest publications whose content is dominated by
the professional shortboarding scene.
a reflection of what's really happening in the water,"
said publisher and editor Mike Aguirre, who has a long
history in action sports media. "MorSURF is not
targeting a particular age demographic. Out there in
the waves, there's a broad range of male and female
surfers of all ages and they are riding all kinds of
different equipment for different conditions -- longboards,
fishes, eggs, hybrids and even stand-up paddle boards.
Most surf mags are aimed solely at shortboarders. We're
calling morSURF a modern surf magazine because it is
about what's really happening in contemporary surf culture
that is being largely overlooked or ignored by others."
With a single-issue
cover price of $5, morSURF will appear bi-monthly and
is distributed nationally via surf shops. A six-issue
subscription costs $20 and the magazine can be viewed
free of charge online at morSURF.com
still lots of people who like to read stories and in-depth
articles and who enjoy the quality of photography in
print," said Aguirre. "But for those surfers
who want their information digitally, keeping the magazine
viewable online is good PR and is also great for our
advertisers because their links are active. We believe
morSURF's online presence will ultimately lead to increased
sales and subscriptions of the printed publication."
morSURF was tested
with a pilot issue distributed at surf industry trade
shows earlier this year and the favorable response convinced
Aguirre to go for it despite a low tide economy and
a rip-roiled lineup of competition both in print and
on the Web.
The first full-scale
issue of the magazine clearly demonstrates the broad
and eclectic content covered by the new publication.
Among its features: an interview with 36-year-old Hawaiian
Bonga Perkins, who last fall won his second longboard
world championship an amazing 13 years after his first;
a round-up of "quivers" -- the range of boards
being ridden -- by highly-regarded male and female surfers
from around the country; a profile of woman surfer,
surfboard shaper and musician Ashley Lloyd; a stand-up
paddleboard surf travel adventure in Indonesia; and
a reader service article with a twist as innovative
surfboard maker Greg Loehr, a former East Coast Champion,
gives a first-person account of putting one surfboard
through its paces at various North Shore Oahu surf spots
and maximizing its performance simply by making adjustments
to its fins.
For more information
about the magazine, please e-mail Mike Aguirre: email@example.com
or call 760-803-2003