The wave-riding landscape is littered with the corpses of women's surf magazines.
There was Surfergirl magazine, Wahine, SG magazine and the latest casualty, Surf Life for Women.
Putting out a magazine is a notoriously cruel business to start with, but it seems especially so for those trying to explore the female side of the glide.
With a brand-new women's surfing quarterly called Wet, now available at Paradise Surf Shop, we'll see if someone can finally make it work.
"Did those magazines fail because there's not a big enough market to support them, or because they're not good magazines?" said Ben Marcus, Malibu-based editor and founder of Wet. "I'm trying to be great. I hope that first issue is fairly great, as good as any magazine out there that happens to be about women."
Marcus, a onetime editor at Surfer magazine and a former Santa Cruz resident who's well known to many in town, first had the idea for Wet about nine months ago. He was inspired by a number of things, he said, including the progression of women's surfing to impressive levels, frustration by what he saw as a lack of know-how in the other women's surf mags, dissatisfaction with surf magazines in general and research into historical stories about Hawaiian women who surfed.
The first issue includes articles on the top pro women, shark-attack survivor Bethany Hamilton, historical Hawaiian women surfers, a single mom surfer, a 60-something female slider and more. Santa Cruz connections include a Jamilah Star interview, photographs by Santa Cruzan Nikki Brooks and a shot of Jen Useldinger at Waimea Bay; former local girl Karen Gallagher was also an inspiration for the magazine, said Marcus, and another local, Annie Allegretti, is on the advisory committee.
"I wanted to start an old-school" magazine, said Marcus, along the lines of the classy, uncompromising Surfer's Journal. "It's fun to do one by yourself."
Uh ... fun?
"That's going to be difficult," said Scott Hulet, editor of Surfer's Journal, which has managed to pull off a reader-supported magazine that now does well, in its 15th year, with 21,000 subscribers and a total circulation of 40,000. For contrast, the Sentinel has about 25,000 subscribers; both Surfer and Surfing each have 50,000-60,000 subscribers and total circulation of about 150,000-160,000, according to Hulet.
The premier issue is attractive, said Hulet, and they're pulling for Marcus.
"It's printed on high-quality paper, and there are good color separations," he said. The book is well art-directed by Joni Casimiro, he said. "She has a feminine touch without it being cloying."
Putting out a magazine, however, he said, is "one of those, 'Hey, kids, let's put on a show,' on the front end, and you quickly find out it's a Herculean task."
Even Marcus said he was surprised he's starting a magazine, because even he thinks there are too many surf magazines.
"The only reason I did it was to start a quality women's surf magazine," he said. "They said it couldn't be done; I'm going to try it."
The first issue alone cost $40,000 to produce, which he did with some investors as well as his own finances.
So how does it sit with the discriminating female surfer?
"Overall, I think it's a really good effort," said Sally Smith, owner of women's surf haven Paradise Surf Shop. "The articles are well-written, the photographs are magnificent and the physical quality is good, too aEUR" nice, glossy pages, a little oversized than a regular magazine, so that's also something that adds to the value of it and catches people's eyes."
The inaugural issue focuses a little too heavily for her taste on pro shortboard girls, she said aEUR" "just like the guys' magazines, everybody sees that. Month in and month out its the same people, and the story's never new" aEUR" but that's fairly balanced out by articles on a couple of everyday women longboarders, the historical Hawaiian stuff and a story showing men's surfing from a woman's perspective.
"That's the kind of thing where I think the appeal will cross over to guys, too," said Smith.
I agree with Smith. Wet is nicely done, well designed, with beautiful photos, some dramatic shots of big drops and some actual good writing, which you don't see in all the surf mags aEUR" and, I hope to see more diversity in the future, which I'm sure is on tap. It's really how a women's surf magazine should be aEUR" there is one page of product promos, but otherwise there are no makeup tips, yoga postures, blatantly consumerist fashion spreads and the like that make women's magazines in general so unsubstantial.
But what is it with women and the surf industry? Why are women aEUR" who now make up about a third of the estimated 2 million U.S. surfers aEUR" so rarely portrayed in a large way in surf magazines in the first place?
There has never been a woman on the cover of Surfer's Journal, said Hulet.
The photographers don't shoot the women a whole lot because there's not a lot of advertising dollars supporting them, he said.
"Photographers sell their photos to the highest bidder," he said, "which are advertisers. There are only a handful that buy photos of women surfers."
Also, shots of women surfing often just aren't as compelling as photos of talented male surfers, he said. "Men tend to surf in more critical and acute ways that are more photogenic."
And for sophisticated, bling-defying, roots-celebrating Surfer's Journal, for which 98 percent of the subscribers are male, the moves from the surf-competition set aEUR" both men and women aEUR" aren't what the editors have in mind.
"Another interesting component is that top-notch, surfing-is-my-life women surfers find what they're looking for in the surf magazines that are already available, without it being strictly a women's surf magazine," said Hulet.
But Smith sees a big inequity.
"Especially when, in Santa Cruz, you go out and see 50-50 men and women in the lineup," she said. "How is it that there's only me as the only women's surf shop owner in Santa Cruz? It seems like there should be a little bit more interest in having some backing for expanding that service to women surfers."
Marcus agrees that women have made incredible strides, but guys still think girls are kooks.
"But like Chelsea Georgeson and Sofia Mulanovich, they're good surfers, not just for women," he said. "They rip. They're exciting to watch. They're fast. Look how good the photos are."
Marcus is aiming to keep Wet's ad count low and charge $8 per issue.
"It's a pure action magazine, it's not trying to be anything else," he said. "It could be the dumbest thing I've ever done, who knows."
Check out Wet online at www.wetmagazine.org.
RAHIM WRITES: Remember Rahim Walker, the globe-traveling Santa Cruz surfer I wrote about last October? I had the pleasure of seeing him in February on the North Shore, where he's paused his journeys for awhile to experience the epicenter of surfing. And now, Surfer's Journal has published an essay he wrote on an experience he had while traveling through South Africa. It's called "Road Lesson," and it's on page 125 in the "Encounters" section in Volume 15, No. 4, the current issue.
ART AT PAULA'S: On Labor Day weekend, the surfer breakfast stop Paula's, on Portola Drive, is hosting an art show featuring two local artists. There will be paintings, collages and sculptures by Paula's owner/chef Russell Fox and fine art digital prints from original photos of surfing, woodies and Santa Cruz by George McCullough of Pleasure Point.
MORE HELP FOR LOCATELLI: Supporters are holding a golf benefit fundraising event Thursday at DeLaveaga Golf Course for Mike Locatelli, a longtime member of the surf community who's battled brain tumors for the past 15 years. Mike's latest fight has left him in a wheelchair and put a tremendous financial burden on the family. Organized by Shylo Steinthal, the benefit has space for 144 players and is being supported by companies including Toyota, Spy, Billabong, Volcom and Ezekiel. Organizers are seeking more local businesses to donate raffle prizes or silent auction items as well as encouraging players to sign up. For information, contact Steinthal at shylosteinthal@earthlink.net.
PLEASE READ THIS: The Los Angeles Times produced a five-part series entitled "Altered Oceans." It is, to say the least, alarming, heartbreaking, startling. If you surf or love the ocean, you should be informed: http://www.latimes.com/news/local/oceans/la-oceans-series,0,7842752.special.
Send surf items to Gwen Mickelson at gmickelson@santacruzsentinel.com.
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