OUR MISSION: reader-supported, reader-focused
Call us contrarian or counter intuitive but in this age of digital ubiquity, we believe a print publication must be highly refined, carefully curated and have a special purpose or meaning that endears. As digital content settles into a shorter and faster format, we aim to provide a slower, more considered approach – we’re your antidote to the frenetic pace of the technological age you live in.
While magazines get thinner cheaper and their content becomes shallower, White Horses remains steadfastly premium. While magazines seek to prop up declining sales with more ads, White Horses limits its ad count to a mere 10% of it’s total page count. We view ourselves as a reader-supported magazine. Knowing that we exist ony because you choose to buy this magazine, keeps us focused on you the reader, our customer.
We exist to serve the reader, and this is reflected in everything we do, even the way we describe ourselves…
ABOUT WHITE HORSES White Horses is a quarterly ocean lifestyle publication that provides a worthy alternative to existing surf mags.
HOW’S IT DIFFERENT? No great claims: it’s just mellow and thoughtful, with a whole lot more of interest to read, and it’s a visual treat.
WHO’S IT MADE FOR? WOULD I LIKE IT? Put it this way: if you get equally, if not more excited by the glimpse of a clean, empty beach break peak through some foreshore trees, than you do witnessing a million air reverses on a comp webcast, then there’s every chance you’ll dig White Horses.
RIGHTO, THAT SOUNDS VAGUELY LIKE ME, PLEASE GO ON? We believe existing surf mags focus so heavily ON surfing that there’s an element of sameness between them. White Horses bases itself IN surfing, looking around with curiosity and creativity. This allows us to create fresh and original editorial executions. We believe there’s an audience of intelligent and creative readers out there who connect with this.
CAN I SEE MORE? Sure can. Just poke around in our back issues, that’ll give you a sense of where we’ve taken this so far.