What is The Beast?
The Beast is the premier monthly magazine for the beaches and bays of Sydney’s east. It is a full-colour A5 publication printed here in Sydney on high quality 65gsm stock with a glossy 115gsm cover.
The Beast takes a look at everything going on in the local area and strives to maintain a positive vibe, with smiling local faces and a variety of articles from light-hearted prose to hard-hitting opinion pieces. The Beast also covers local news, sport and the arts and each month we interview a celebrity (more often than not local) for our cover.
The first edition of The Beast hit the mean streets of the Eastern Suburbs back in February of 2005. It was 40 pages in size and we distributed 10,000 copies to a few hundred businesses between Bondi and Maroubra.
Circulation increased to 40,000 copies in October 2005 and then to 60,000 in September 2006 and the page count has grown to in excess of 100 pages. The magazine continues to grow and we now circulate 61,000 copies every month.
Over the years we have interviewed an amazing array of celebrities including sports stars (Anthony Mundine, Steve Waugh, Paul Roos, Layne Beachley, John Aloisi, Wendell Sailor), musicians (Sneaky Sound System, Potbelleez, Vanilla Ice), actors (Dan Mor, Esther Andersen, Zoe Ventoura, Gyton Grantley), politicians (Peter Garrett, Malcolm Turnbull), comedians (Wil Anderson, Dave Hughes, Peter Hellier, Corrinne Grant) and other interesting people (Deborah Hutton, Jen Hawkins, Ian Kiernan).
The Beast has also sponsored numerous sporting teams and provided media partnership for many local events and charities.
Each month we print and distribute 61,000 copies of The Beast, of which 55,000 are delivered to letterboxes in the Eastern Suburbs and the remaining 6,000 are delivered to over 250 shop-fronts in the area. The suburbs we cover include North Bondi, Bondi, Bondi Junction, Tamarama, Bronte, Waverley, Queens Park, Clovelly, Coogee, Randwick, Maroubra and Bellevue Hill. We also deliver to selected shopfronts in Edgecliff, Double Bay and Rose Bay.
At The Beast, we pride ourselves on our distribution. Due to its A5 format, The Beast fits nicely inside a mailbox, away from nature’s harshest elements.
We have spent over nine years building up a dedicated, hard-working, honest and reliable distribution team over 20-walkers strong, most of whom have delivered The Beast consistently for over five years and all of whom live locally and read The Beast. These walkers are not a bunch of students and backpackers; they are local residents whom we know and trust.
We have also spent tireless hours counting the number of mailboxes on every block in the Eastern Suburbs to ensure The Beast is consistently hitting its mark. Put simply, our distribution is second to none and it has proven to be our biggest competitive advantage in a market that regularly fields new players but rarely sees any of them last.
Demographics and Readership:
Marketing types love to talk about demographics and readership. Given that The Beast is a free mailbox-dropped publication with a huge variety of content, it is fair to say that we target quite a broad demographic, particularly in terms of age. In terms of wealth and employment, we base any figures on those of the Local Government Areas to which we distribute, namely Waverley, Randwick and Woollahra. Information on the demographics for these areas can be found on these councils’ websites.
Essentially, there is something in The Beast to suit every taste.
Based upon our effective distribution method, average housing occupancy in the eastern suburbs and the general popularity of The Beast, we conservatively estimate its readership at around 150,000 readers per month.