Publication Profile: Ocean
Congratulations on the 100th edition of Ocean magazine! Tell us more about what the publication covers and how it got started.
Publishing Ocean magazine over the last 18 years has been an extraordinary roller coaster ride. There have been highs and lows but the brand has stood the test of time and is now an established, niche brand in the Australian and international luxury boating space.
Ocean magazine originated in 2004 when I visited the Sanctuary Cove International Boat Show. At the time, the top tier in the boating industry was taking off and there wasn’t a high-end luxury magazine catering to this particular market. Within a year, we’d created a business plan and launched the first issue of Ocean at the 2005 Sanctuary Cove boat show.
What sort of content do you publish and how often?
Ocean is a bi-monthly publication, concentrating on the AU$1 million plus luxury boating lifestyle market. We review and test the latest boats, undertake technical reports, feature owner and industry profiles, and cover all the boating events around the world, including the major boat shows, the America’s Cup and SailGP, as well as yachting regattas.
I travel to the Cannes Yachting Festival, the Monaco Yacht Show and the Fort Lauderdale Boat Show every year, plus many other conferences around the world to ensure Ocean continues to lead in current news and trends, and we retain our enviable position in the industry.
To complement our strong boating content, the Ocean Life section of the magazine profiles exclusive luxury products and incredible destination features, which broadens our focus for a complete on-water lifestyle package, which readers enjoy.
Who is your main demographic and audience?
Our main demographic is males aged 45 years and above, business owners or retirees. They usually own AU$1 million to AU$20 million boats, travel often, and have the income and inclination to purchase and invest in luxury goods, including cars, jewellery and planes - luxury toys are a must!
This market is slowly changing, however, to include more female owners and a younger demographic, which is exciting. Over nearly 20 years, we have come to know our readers exceptionally well and cater to their interests, which range from cutting-edge technology and environmental concerns, to the latest boat releases and industry leaders, as well as luxury products and destinations.
What are the issues or trends you're excited about covering this year in yachting?
Trends in yachting are forever changing with the release of new interior fabrics and building materials, or the increased use of glass, for example. However, one of the main issues we focus on is sustainability and the environmental impact of boating. In particular, we focus on supporting owners and boatbuilders to look for better options when purchasing or refitting a boat.
The yachting industry is full of incredible people doing ground-breaking work and crafting beautiful pieces. We follow what people are doing in this space closely and, in every issue, profile someone who is leading the way.
How can PRs work with Ocean magazine? What do you look for in a good pitch?
We work with PR companies and always welcome a good pitch, though it must be specifically targeted to our demographic - we work in a very niche market, which many people don’t even know exists in Australia, so it’s important to get this right.
It’s also important that PR companies continue to educate their clients that advertising and branding in relevant publications is an important part of keeping their brand in front of the right demographic. Over the years, we have helped PR companies keep their clients happy with editorial space, though this must be a two-way street.
Tell us about your editorial staff and how you operate as a team.
I have an incredible, loyal team - both in-house and around the world - most of whom have been with me for many years. I have recently employed a young journalist, which is an exciting development. We are helping her fine-tune her yachting knowledge, though the best way to learn is to get out on boats.