Craig Sims

Craig Sims


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Personal profile

Research interests

Thesis title: The Nature of Generation Z’s Influence on the Future of Surf Magazines.

Surfing and media have been my life’s work. My competitive surfing career has taken me to highest level of international professional competition. My media career has exposed me to the worlds of newspaper, radio and television, but magazine publishing has dominated my attention for nearly three decades.

Today magazine publishing encompasses the dissemination of special interest content across multiple media channels, including print; the most challenged, but still the most viable.

My current research interest is in the evolving nature of magazine publishing, and how print magazines can remain relevant and in-demand in this digital age, AKA the Post Truth Era. I draw on generation theory, institutional theory, uses and gratifications theory, innovation theory as well the disciplines of journalism, economics and marketing.

My current (PhD) research project concerns the nature of Generation Z’s influence on the future of surf magazines.


External positions

Managing Director, Aqualuna Media + Creative Pty Ltd

1 Aug 2016 → …

Publisher and General Manager, Morrison Media

1 Apr 20081 Aug 2016

Managing Director, Atoll Media Pty Ltd

1 Mar 198831 Dec 2007


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