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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 nature.

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 and growth?

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.

What are some of the barriers to authenticity and cultural
understanding that you face publishing Frequency?

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?

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 so far?

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 every day.

D: Where would you like to take the Frequency project?

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?

JG: 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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