After almost a year in the surfing magazine business, Nalu Magazine publisher/editor Curt Smith considers the future of his “baby” to mature into the industry’s best. “We’ve seen steady growth so far and to be totally honest, we’ve had no
After almost a year in the surfing magazine business, Nalu Magazine publisher/editor Curt Smith considers the future of his “baby” to mature into the industry’s best.
“We’ve seen steady growth so far and to be totally honest, we’ve had no negative feedback at all; it’s been all positive,” Smith said during an interview at the Nalu House in Kalaheo.
With three issues under his belt and one coming up in July, Smith credits his staff, local advertisers, local surf shops, friends, family, surfers, and body-boarders for Nalu’s success so far.
“We’ve even been on cable television, well at least on a Showtime movie filmed in Beverly Hills. It was so funny, because I was watching this show and all of a sudden in the background in the magazine rack, I saw our magazine,” associated publisher Jeanne Jackson said.
But the road wasn’t all too sweet for the Nalu gang, who considered a move to California because 70% its advertising came from the Golden State and financially, at that time, it just made more sense.
However, Smith wrestled over the idea and realized that staying on Kaua‘i would be the best for everyone involved.
“If we moved, we would’ve defeated the whole purpose of why we’re even here; plus the people of Hawai‘i wanted us to stay here, so it just made so much more sense to stay on Kaua‘i — our home,” Smith said.
Nalu Magazine premiered back in October of 2004 with 10,000 issues circulating all over Hawai‘i and California. Then 15,000 magazines were distributed for the second issue, and its third magazine made the jump to 35,000.
Nalu consists of heavy editorial and photography content, which remains its main goal. The stories and photos feature surfer both young and old. Some of the stories so far feature Kelly Slater, Ola Eleogram, Andrianna Mendivil, Gavin Gillette, Andy Irons, Bruce Irons, Rob Machado, Kalani Vierra, Malia Manuel, Rochelle Ballard, Keala Kennelly, Jack Lydgate, Max Medeiros, and more. In addition to stories, local groms are also caught tearing it up in top-notched photographs from staff and freelance photographers.
“I’m stoked to get photos in Nalu because it’s a new magazine that’s growing fast and hopefully someday I’ll get a cover shot; I want that bad,” photographer Bobby Schutz said.
Surfers included in the magazine so far are Mia Melamed, Dustin Barca, Kamalei Alexander, Alana Blanchard, Aaron Swanson, Kawika Goodale, Kawika Stillwell, Coco Ho, and more.
Even surf moms like the idea of seeing their son/daughter in a national publication.
“It’s just great to see a surfing magazine that features local amateurs,” Kyle Ramey’s mom, Betsy said.
Along the way, Smith admitted that the biggest challenge he and his constituents faced was finding a printing company that fit their needs.
“We started out with a company on O‘ahu, but we weren’t satisfied, then we utilized a California establishment, and now we print out of Hong Kong; but the main thing is that we want to stress our main focus of printing a high quality magazine,” Smith said.
According to Smith, in the beginning, Nalu Underground had to scrape for photos and photographers, but now with the third issue out, they have an immense number of people wanting to contribute.
In addition to amateur photographers, Smith noted that the whole idea of the magazine is to help out all local amateurs as well.
“Ansen Achuara, our young cartoonist came to us and he loved doing it and we gave him the opportunity and just getting his cartoons published in a national magazine makes him happy and in turn makes us happy too,” Smith said.
Senior Editor Tammi Andersland mentioned that working for Nalu Magazine is sometimes hectic, but always fun.
“It’s a jungle in here sometimes, but it’s entertaining and I wouldn’t trade my job for any other one,” Andersland said.
Part of the beauty of Nalu Underground is the fact that it remains a locally produced magazine, right in the beautiful town of Kalaheo.
“We can do anything we want; all of our managing team is right here on Kaua‘i, so we don’t have a big chain of command or big boss in the mainland; it’s all here,” Smith said.
The growing pains of a new business hit Nalu at first, but Smith and his crew has learned a lot from the first three issues.
“We had a few meltdowns, but just like any other business, we had to go through a period where we had rough times, but things are looking up,” Smith said.
A DVD, possibly being called, “NU: The Video,” is Nalu’s latest avenue to get amateurs in the limelight, which remains their main focus.
“I think we carved out a niche and we’ve got a concept that nobody else has,” Smith said.
Smith also commented that Nalu Underground’s newsstand price and subscription rate will go up after July’s issue.
“We’d just like to give everyone a heads up to renew their subscriptions before the price change,” Smith said.
The current price on the newsstand for Nalu is $5.95 and its one year anniversary issue and beyond will be $9.95 (volume 2, issue 1).
Its subscription rate of $21 per year or $38 for two years will move to to $38 for one year and $56 for a two-year subscription.
“We have a very high quality magazine, which features some of the best local amateurs throughout the state and California and we’re looking to expand to more states and even throughout the world,” Smith said.
Renowned surf photographer Bernie Baker has been a great help to Nalu Underground and Smith mentioned that without his support, Nalu would not be where it is today.
Nalu Underground is published four times a year and consists of staff members like Curt Smith (publisher/editor), Mike Smith (vice-president/talent), Jeanne Jackson (associate publisher), Tammi Andersland (senior editor), Todd Johansen (art director), Bernie Baker (research and development), Andy Johnston (staff writer), Jennifer Johansen (staff writer), Lisa Addeo (account executive), Dale Poller & Jay Russo (distribution), Gayle Holbrook (event coordinator), Randall Jackson (The Apprentice), Tori Berch (executive assistant), Daniel Ito (online editor), Ansen Achuara (cartoonist).
Staff photographers are Mike Coots, Daniel Russo, Morgan Bowen, Greg Byers, and Beek.
Contributing writers include Matt Kane, Terry Hilgen, Dr. Terry Lilley, Daniel Ito, and Hillary Cramer. Contributing photographers are Bobby Schutz, Hank Foto, Jamie Ballenger, Chris Sardelis, Vince Street, Noah Hamilton, Andre Luiz, Dave Brown, Bob Foster, modaddy, and Pete.
Watercraft film crew include Curt Smith, Mike Kelling, Ross Haines, Nelson Togioka, Micah Togioka.
Water safety officer is Kalani Vierra and The Nalu Boat is commanded by Capt. Marshall Allen.
Nalu Underground magazine can be found at most stores that carry magazines and you can also catch them on the web at www.naluunderground.com.
“It seems as if we’re just getting started, but we’ve got a lot of new and exciting things planned for the magazine, so stay tuned,” Smith said.
With the the only locally produced surfing magazine nestled in the quaint town of Kalaheo, under the guidance of Curt Smith and his helpful staff, Nalu Underground magazine should become the coffee table fixture in households around the world!
Smith and his faithful crew are as laid back as any business on the island and you can feel that hometown spirit when you step through the doors of The Nalu House, which remains open to almost everyone.
“We’re just like a big family and it goes beyond this house and that’s the way we’d like to keep it — as one big Ohana,” Smith said.
