Rock Magazine

About Us

The Wild Story

“Every start upon an untrodden path is a venture which only in unusual circumstances looks sensible and likely to be successful.”
Albert Schweitzer, quoted on page 1 of Wild no 1, July-September 1981

Wild, Australia’s first wilderness adventure magazine, was launched in 1981. Chris Baxter OAM founded the publication, believing that it was a perfect time for a publication devoted to adventure activities in the Australian wilderness.

Chris had begun preparations in the late 1970s for an Australian outdoors adventure magazine that concentrated on bushwalking, cross-country skiing, canoeing, climbing, canyoning and caving. A chance meeting with Michael Collie and Brian Walters SC while ski-touring on Victoria’s Bogong High Plains in 1980 was the required catalyst – the first issue of Wild was published nine months later. Chris, who remained Managing Editor until 2005, gathered a small and enthusiastic team of like-minded people for the task of producing the magazine, an approach that has continued to this day.

Wild Today

In November 2009, Wild and Rock magazines (and their associated bushwalking and climbing guide series) were acquired by Prime Creative Media, an Australian-owned media and publishing company.

Wild and Rock became an integral part of Prime Creative’s Adventure Group division, where they joined Australia’s premier adventure magazine, Outer Edge. Ross Taylor, who had been editing Wild and Rock for the previous two years, also joined the Adventure Group, and remains the editor of both publications.

As of 2010, in response to reader demands, Wild went from being a quarterly to a bimonthly magazine.

For thousands of loyal readers, Wild remains the voice of Australian wilderness pursuits. First in their respective fields, Wild and Rock are ‘heritage brands’, universally acknowledged for their leadership, integrity, authority, staying power and reliability. Both Wild and Rock benefit from extraordinary and unique loyalty from readers and advertisers alike.

More than 40 per cent of Wild’s readers are subscribers, the great majority having paid in advance for more than one year; many have subscribed from the first issue. Wild is a valuable and influential resource, available in many school- and other libraries and read by senior politicians and other opinion leaders. Ninety-three per cent of readers keep every copy of Wild for reference.

When it comes to advertising, Wild’s experience is unusual, perhaps unique. Many advertisers have advertised in every issue of Wild and/or Rock. This may be because of the application of unusual principles: only advertising that is relevant to Wild’s specialist publications and which conforms with Wild’s ethical guidelines is accepted.

Wild’s Ethos and Values

The goal of Wild is to produce high-quality, educational and inspirational publications about wilderness pursuits and conservation. It aims to operate to the highest standards of ethical behaviour and responsibility. The integrity and independence of the business, and the editorial content, are seen as crucial in achieving these goals.

From the outset Wild recognised its duty to support the responsible preservation of our distressingly scarce wilderness areas. Wild’s active support of the environment includes fearless and significant editorial coverage and considerable financial support. Wild has donated many thousands of dollars to conservation, and has supported humanitarian organisations and sponsored many high-profile Australian adventurers. These include Tim Macartney-Snape, the first Australian to climb Mt Everest; Himalayan heroine Brigitte Muir and cutting-edge alpinists Athol Whimp and Andrew Lindblade.

Prime Creative’s Adventure Group is 100 per cent committed to retaining the ethos and distinct, independent editorial direction of Wild, Rock, and Outer Edge.

The Wild Team

Wild is produced by Prime Creative Media, a family-owned publishing house based in South Melbourne. Wild, along with Prime Creative’s other Adventure Group titles – Rock and Outer Edge – is compiled on site by a dedicated and experienced team of editors, writers and designers.

Adventure Group Products

Prime Creative’s Adventure Group currently produce three magazines: Wild, Outer Edge and Rock, all of which are available Australia-wide in newsagents and specialist outdoor shops, and worldwide on subscription. Keen bushwalkers and climbers can also purchase WildGUIDES and RockGUIDES, of which 31 are in print. Contact us by ringing 03 9682 0148 for more information.