Jeff Galbraith of Frequency Magazine
Photo courtesy Frequency/Kirby
Frequency is a snowboard magazine. What
does that have to do with freeheel? Simply put, Frequency has set
a new standard for all snow culture media. Publisher Jeff Galbraith
grabs ear and offers perspective.
Descender: Jeff, Frequncy rules. We all know it! Great job man. How
about a short history of the Frequency project? How did it come together,
who is on the team?
Jeff Galbraith: Frequency came
together as I had been comissioned to do a "Surfer's Journal"
type of magazine for snowboarding by Snowboarder Magazine in 1999.
They decided to cut the project after I had put together a team
and focused in completely on this. I decided it was a good idea
regardless; my attorney looked over my contracts and said we were
clear to go for it. So we did. Our original crew included myself,
Jessica Lovett, Ari Marcopoulos, Jamie Lynn, Chris Brunkhart, and
several others including my friends Lee Taylor and Jason Palmer.
Really it's been a pretty collective effort all the way around with
work donated by some of the top photographers, designers and writers.
This has happened because of a collective will behind my own stubborn
D: I've heard you describe Frequency as a cultural journal for snowboarding.
What role do you see media playing in snow sub-culture self reflection
JG: Media can go one of two
roads; it can remain true to the sport and culture and healthy for
the long run, or it can become a bunch of shit run by goons in LA
and NYC who want to put neon cover blurbs like "Top 5 Extreme
Shred Runs in America" on each issue.
D: What are some of the barriers to authenticity
understanding that you face publishing Frequency?
JG: Not too many actually. People seem
to be refreshed that they can identify themselves as someone who
loves being in the mountains, and making turns without feeling like
they have to have a certain uniform, or speak a coded language.
In a way, our goal at Frequency is to be the most mainstream magazine
out there. Anyone should be able to pick up this journal and be
stoked. Most people realize you don't have to be an idiot to love
snowboarding, the media just hasn't figured this out yet.
D: Is snowboarding more receptive
to a "cultural journal" perspective than other sports
or lifestyles? Why/why not?
JG: Yes, any super-passionate culture
where people will spend their last dollar on a lift ticket, a surfboard,
a fly-rod, a pair of skis, is receptive to
quality and authenticity
D: The feedback and reaction to the magazine
JG: Overwhelming. We are up
about 60% in paid circulation with our third issue, in an economy
which has claimed "Mademoiselle" and a lot of other big
titles. We seem to be running hard against the tide and now have
distribution in Japan, Canada, Italy, UK, and new spaces almost
D: Where would you like to
take the Frequency project?
JG: To the people. We have worked hard
to make the highest quality media product on the market for any
kind of alpine activity, and the more visibility we get, the stronger
we get. I would like to see Frequency acheive its potential and
develop into the base for a small publishing house which can provide
real editorial and timeless products for passionate sport-cultures.
I'd like to achieve multi-bases which
can change with the season between Sun Valley, Mt. Baker, and Seattle.
D: I hear that. The well earned good life! Props?
to the Lynn family, Jessie Lu, Ari, CB, my legal counsel, and my
fashion advisor. Thanks to Winchester
Arms for the Model 12.
D: Yeah those Skagit ducks are in trouble!
D: Thanks Jeff. Keep
amazing us with your work and thanks for setting the bar higher.
More information, content outakes, and subscription info: Frequency
Online @: frequencysnowboarding.com
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