2025/26
Alive & thriving
after 16 years
16 years on and over 60 editions later, it’s fair to say we’ve carved out our own niche in the surf industry.
The longevity of our grassroots surf magazine is testament to its popularity and resilience. We’ve seen turbulent economic times, a pandemic, and unfortunately countless large surf operations and competitor publication closures.
We mention these closures not out of delight, but merely to illustrate how we’ve continued to succeed where others with way bigger budgets and workforces have faltered.
We’re a little different
Many of the original surf magazines back when we started did an incredible job covering pro surfers and the world of competitive surfing with content expertly tailored towards serving the needs of their core target audience, namely shortboarders under the age of 25. The alternative was ‘in-crowd’ longboard publications. We didn’t want to serve up more of the same, so we did something entirely different.
Let’s face it – most of us aren’t pro surfers and will never be. We surf for enjoyment, to catch up with friends and family, and to unwind. We surf to make the most of our lives, and we just love surfing for what it is.
What we’re all about?
Who is the magazine for?
Smorgasboarder is simply for people who love the ocean.
More specifically, our content is tailored towards those from age 15 through 85 years – many of whom are young hobbyists, have families, are more often than not time-poor, and have a reasonable disposable income. Our readers like visiting cool places and buying the latest and greatest gear, and want to make the most of their limited ‘free time’.
What our readers say
“One of the greatest things about Smorgasboarder is that I can let my daughter (five-year-old) read it with me, and she sees girls surfing and families out having fun! It’s so refreshing, and I appreciate the time you guys put into the content!”
Tyler Andrews, reader
“Thought I’d write to let you know that your voice hit a chord with me as a surfer of 48 years – so I write to a mag for the first time ever!”
Jim, reader
“I love the magazine. We have it at the bar on the first and second floors. When I see people pick it up to read over a pint, it makes me feel so happy - they’re immersed in it.”
Kylie, Straddie Brewing Co
“Just wanted to say thanks for making a great magazine. It’s great to finally find a magazine where the articles relate to normal surfers, rather than being a fanzine for all the top pros. The articles are really interesting, and I love the variety of the magazine. Well done.”
Oli, reader
“Does Smorgasboarder work? I have advertised in every edition of the mag since inception. Nowadays I take out a double-page spread advertisement and have done so for probably the last 10 years. I have built my business on the back of Smorgasboarder.”
Mark Riley, Riley Balsawood Surfboards
“It’s a great mag and a much better read than all those others for us grassroots surfers. Keep up the good work.”
Glen, subscriber
“Came across Smorgasboarder at Natural Necessity in Gerringong the other day and was amazed it was free... Your mag seems to have a good connection with ‘reality’. Thanks, and I look forward to further reads.”
Phil, subscriber
““Like most, I’ve been critical of the mainstream mags for a long time, but I have to say I enjoyed this immensely. Really IN-DEPTH articles on a variety of subjects.””
TrevG, reader
“Smorgasboarder’s success is no fluke or miracle. Far from it. In fact, it has ushered in a new, much broader, and more realistic coverage of the recreational sport of surfing.”
The late, great Geoff McCoy, McCoy Surfboards
Circulation & readership
Smorgasbaorder is distributed throughout Australia and New Zealand to surf retailers, cool cafés, coffee shops, surfboard shaper workshops, ding repairers, board riding clubs, caravan parks, and general surf hangouts.
Our bulk deliveries are backed up by an extensive subscriber base within Australia, New Zealand, and across the globe. Yep, it freaked us out at first too when people started to subscribe from as far away as Lake Michigan, forking out $100+ to get our magazine delivered to their door.
Indeed, we have many, many people paying to get our free mag home delivered to ensure they don’t miss an edition – such is the popularity of Smorgasboarder.
Taking into account that we print 8,000 magazines, and that each edition throughout the entirety of our 16 years is readily available to be downloaded or read in full online, our readership is well over 20,000 per edition. That’s not even considering our combined social media and newsletter following, which is over 12,000.
Furthermore, we are even open to potentially expanding our distribution network through strategically aligned partnerships and could also look to include research on such. Our circulation is truly limitless.
Hardcore or weekend warrior?
‘But are your readers hardcore surfers?’ Well, what’s hardcore? No money, living on the dole, smoking bongs, and surfing all the time? Then… uh, sorry – no, they’re probably not.
We publish a grassroots community surf mag for everyday people with jobs, lives, and – to our advertisers’ joy – expendable income. 16 years on, we reach all corners of the surfing community and are constantly amazed how our magazine has transcended all age, sex, and socio-demographic boundaries.
In an age where you’d be hard-pressed to get anything more than a click of the ‘like’ button, we’re regularly inundated with emails, letters (yes, they still exist, with stamps and all), and loads of reader photos – real-life communication from everyone, whether it’s a CEO of an ASX Top 50 company or a five-year-old ‘grom’.
Smorgasboarder appeals to all, from weekend warriors to the surf-obsessed. Readers see the mag as the voice of the everyday surfer, and for this reason we enjoy an unrivalled engagement with our audience.
Massive small
business support
Our approach has clearly worked.
Each issue on average has 70 to 80+ surf/affiliate surf businesses featured. Many are small businesses that are very watchful of spending their hard-earned dollars unless they’re confident in getting a result.
They have confidence in our publication, as they witness firsthand the popularity of Smorgasboarder with each and every surfer that comes into their business seeking a copy.
Unwavering small
business loyalty
Incredibly, more than a quarter of those businesses have advertised in each and every one of our 64 editions to date. That’s a huge commitment. Those businesses have played a significant role in the success of our magazine, but would not have done so unless they too were getting results.
The internet and social media have ingrained within the psyche of almost every person that content should be free nowadays. As such, the quality and quantity of content across digital platforms is second to none.
We have simply taken this principle a step further by packaging it up in a convenient and engaging print format so that you can sit back, with a drink by your side and your feet up, flicking through your own personal edition of Smorgasboarder. There’s nothing quite as immersive as kicking back with a good surf lifestyle mag.
Best of all, as publishers, we don’t have to lie awake at night sweating about declining magazine sales. Being free means every mag we print is out and about in the hands of a keen reader, not gathering dust in a newsagent or warehouse. It also enables us to work across various media platforms without the limitations of needing to ‘protect our cover price’.
Our circulation is completely unhindered, so each edition can be downloaded in digital form from anywhere in the world. It’s part of the reason we get regular photo submissions from an acclaimed, award-winning photographer in Vancouver Island of all places.
In short, you can consume Smorgasboarder however you choose, wherever you want.
Aside from the norm, we also have specific packages tailored towards surfboard shapers, retailers, and manufacturers to name a few.
Profile your latest design
Model, shaper, dimensions, ideal conditions, ability level, board description, construction, fin setup, and shaper comment – detail it all.
| Mates Rate | $250 |
| Best of Mates | $230 |
| On-the-spot | $200 |
Gear profiles
Just as with shapers, we will feature the latest accessories, clothes, sunglasses, and more in every edition.
Product placements range from $200 to $280 per item
Shaper profile
Five editorial pages plus a full-page ad for around the price of a surfboard.
We profile you and your operation with a focus on your designs and where you draw your inspiration. We also feature a double-page spread on select boards from your range within an engaging read.
| Mates Rate | $2,400 |
| Best of Mates | $2,210 |
| On-the-spot | $1,800 |
Shaper profile
Five editorial pages plus a full-page ad for around the price of a surfboard.
We profile you and your operation with a focus on your designs and where you draw your inspiration. We also feature a double-page spread on select boards from your range within an engaging read.
| Mates Rate | $2,400 |
| Best of Mates | $2,210 |
| On-the-spot | $1,800 |
Rates
In support of small businesses, we’ve kept our rates realistic and comparable to the likes of a digital or social media campaign, but rather than merely garnering a few thumbs up over a two-second scroll, your brand messaging will hang around for three months (and even longer, our stories really are timeless) until the next edition.
With an endless number of success stories from advertising businesses and constant positive feedback and communication from our readers, we know that Smorgasboarder resonates with a dedicated and passionate community – people with jobs, families, and lives outside of the surfing industry, yet with a shared love for the ocean and all that surrounds it.
As it turns out, we’re a surf mag that appeals to all kinds of surfers, from shortboarders to longboarders, SUPs to kneeboarders, beginners to guns, and weekend warriors to old salties. Our most common comment from readers is that we are inclusive of the entire surfing community and not trying to be too cool for school. It’s good to know.
That said, we don’t want our magazines to be evaluated on just price alone. As the advertiser, you need to ask yourself whether the publication resonates with you and whether it will resonate with your customers. It’s clear after 16 years, we’ve developed a very loyal and dedicated following.
If the answer is yes, Smorgasboarder is a wise investment for your business. And with that, you have our unyielding commitment to ensure your promotional efforts are a success.
Mates
You decide you want to advertise in Smorgasboarder on a regular basis, and we appreciate your support and consider you a friend. We always look after our mates.
Best of mates
These are the people who never let you down and are always there, in each and every edition without fail. As a result, you always reserve your best rate for your best mates.
On-the-spot
This rate is reserved for our decisive customers. Basically, you see the mag, like it, decide you want to advertise in it, and pay ‘on-the-spot’. It pays to be decisive because it saves up to 50% on our standard rates.
