About Us

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 (by Caxton Web, formerly The Quality Group) 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.

History:

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 62,020 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.

Contributors:

The Beast would not be so amazingly entertaining if it were not for our awesome contributors. At present, we have in excess of twenty-five editorial contributors to the physical magazine and this figure is even greater when contributors to this website are included in the calculations. We also have a number of photographic contributors to the mag, including professional photographers Georgie Gavaghan and Andrew Goldie who regularly shoot our cover images.

Without our contributors, The Beast would not be the magazine it is today.

Advertisers:

The Beast is funded entirely by advertising revenue. It would not be possible to produce such a high quality publication without the support of our advertisers, some of whom have been advertising with us for over five years. The vast majority of advertisers in The Beast are small local businesses who demand results and value for their hard-earned money. At The Beast we always work our arses off to provide this.

Online:

If you’re reading this, you will be fully aware that The Beast has now spread its tentacles to the realm of the World Wide Web. This medium allows us to provide more up-to-the-minute content, as well as giving users the opportunity to interact with The Beast on a new level. Users can submit articles, photos, events and classifieds for display on the site. They can also comment on articles and share all manner of content through email and social media outlets including Facebook and Twitter. Users can also subscribe to The Beast’s weekly email blast, a brief summary of everything that an Eastern Suburbs resident could hope to know during the week.

Circulation:

Each month we print and distribute 62,020 copies of The Beast, of which 56,000 are delivered to letterboxes in the Eastern Suburbs and the remaining 6,020 are delivered to over 500 shop-fronts in the area. The suburbs we cover include North Bondi, Bondi, Bondi Junction, Tamarama, Bronte, Waverley, Queens Park, Clovelly, Coogee, Randwick, Maroubra, Edgecliff (shops only), Bellevue Hill, Double Bay and Rose Bay.

Distribution:

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 five 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 two 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 120,000 readers per month.