Stuart Nettle August 1, 2010

Show, don't tell: it's the first rule of fiction.

It's also a rule that can be applied to surf magazines - at least at this point in time. As the various titles creep up in age and start releasing anniversary issues the temptation is there, indeed some have already been culprits, of celebrating the milestone with a royal piss in their own pocket.

Bumper issues written to the tune of a blowing trumpet that tell all and sundry just how awesome and influential and enduring and endearing their title is. One would think that punters parting with coin is evidence enough they like the magazine, yet the opportunity to chest-beat can't be resisted.

In a way they can't be blamed. Magazines, by their nature, are immediate and disposable; they cater to current happenings and are rarely viewed in posterity. Hence, readers often need to be reminded of past glories. Also, with the media terrain changing underfoot, the print trade has never been so tight so any opportunity to advance their position is embraced.

Considering this, it was refreshing to pick up Surfer Magazine's 50th Anniversary book and not be subject to pages of heavy-handed, self-penned propaganda. In a manner befitting the sport's most established magazine the focus is more on Surfing - the performance, the culture, the art - rather than how their particular magazine has left it's mark on the world. In that way, the qualities of Surfer magazine emerge from the material, and not by bluntly telling us how great they are.

Included are articles and short essays that, notably, aren't mere 'best of Surfer' reprints although they do shine a light on how aspects such as design, travel and photography have been documented in the magazine. All are original pieces penned by luminaries that give broad, overarching analysis and colourful, outspoken opinion.

And then there's the photos...

As the oldest surfing magazine, with a list of photo contributors that include the greatest in the field their archives are extensive and amazing. And they've laid out the absolute cream of them for this publication. They include historical moments, instances of technical perfection and images of sublime beauty. Cover quality all of them and well presented in this coffee table-sized hardcover book.

Surfer Magazine: 50 Years is published by Chronicle and distributed by Hardie Grant. RRP is $55.00 and is released in Australia on August 1st.