The Wild Story

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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 Publications Pty Ltd (Wild) was established in 1981 to publish Wild, Australia's wilderness adventure magazine. Chris Baxter OAM founded the magazine, believing that it was a perfect time for a publication devoted to adventure activities in the Australian wilderness. Previously there had been no similar lasting commercial publication. He 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's Ethos and Values

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

Wild's publications have always been a celebration of our wild places. From the outset Wild recognised its duty to support the responsible preservation of our distressingly scarce wild places. 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, Christian and humanitarian organisations and has 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.

Wild Today

Wild is undisputedly the voice of Australian outdoors adventure activities. 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. 'Advertorial' is never accepted. Further, a strictly enforced advertising content quota is applied and advertising rates are neither discounted nor negotiated.

The Wild Team

Wild is based in the inner Melbourne suburb of South Yarra from where all publishing activities have been carried out for many years. Everything except printing is done on site (including artwork production, subscription fulfillment and advertising sales) by the small, dedicated Wild team.
Wild's staff is skilled, experienced, highly motivated and committed – to their publications, the outdoors and the environment.

Wild's Products

Wild is a small, strongly focused and independent publisher. Publications include Wild, Australia's wilderness adventure magazine, Rock, Australia's climbing magazine, and WildGUIDES and RockGUIDES, of which 31 are in print. Wild and Rock are available Australia-wide in newsagents and specialist shops, and worldwide on subscription.

Wild's History