Celebrating Ten Years Of Snowy Mountains Magazine

IN October 2026, the Snowy Mountains Magazine will celebrate 10 years of publication, a feat we are very proud of.

Since October 2016, our publication has produced 70 editions of the Magazine, totalling over 4,000 pages, and has been welcomed by the region, including millions of readers.

Tourism is essential to the Snowy Mountains, and we are honoured to have consistently promoted the region, writing stories about each town, area, and the many wonderful places to visit.

In a world where the majority believes online marketing is the best, and often the only avenue, our readers say otherwise. We continue to receive praise for the publication's style and quality, and visitors and residents seek out each new edition of the Magazine.

Our first cover, a sunset on Mt Kosciuszko supplied by Thredbo Resort and another early favourite of snowmaking at Perisher by Steve Cuff.

As a free publication, we owe an extra special mention to all our advertisers over the past decade. From the very first edition, they believed in our product, and we thank everyone who has supported the Snowy Mountains Magazine, from inaugural and regular advertisers to casual participants. Your support has not gone unnoticed, and we have worked together to grow and promote not only our own businesses but the Snowy Mountains region as a whole.

Each year, the Magazine promotes the region for all four seasons. A few more of our favourite covers. Photos by Perisher Resort, Boen Ferguson and Matt de Waard.

Our Magazine Story

Our story is one of opportunity and foresight. Founder and editor Steve Cuff was working on a long-established free publication based in the region when the owners decided to run it out of Canberra. The lack of response about Steve’s job soon made it clear he wouldn't be offered a full-time role. Even though it was explained that their publication would not prosper from Canberra, their poor judgement about what mattered to advertisers was their demise.

This set the wheels in motion to launch a new magazine. But not just a replica of what was available at the time. Steve had ideas of something more stylish, and more synonymous with the region. When he left the old publication, it lasted one more edition, and a new publication was born.

“From the outset, I knew the Snowy Mountains Magazine would be successful through having a stylish and quality-driven publication that is as good as any free tourist publication across the country. And the advertisers at the time were incredibly supportive of my idea,” said Steve Cuff.

“It was too big a task to fund and start a magazine by myself. It was not just the funding; I didn’t have the expertise across all aspects of publishing. I had over twenty years of snow knowledge and had support from advertisers, but I needed a partner,” said Steve.

“I had known Hartley Higgins from North East Media for two decades, and we shared the same passion for the snow industry. So, it was an obvious fit to present the idea to Hartley and his son, Edward Higgins, the CEO. A partnership was formed and continues to this day.”

Work began on creating the new Magazine. With the creative graphic expertise of Chris Febvre in Wangaratta, the group set about designing the Magazine's look and format and threw ideas around for content expectations. How would pages look, where would adverts sit in relation to stories, and what balance would best appeal to readers?

“It was exciting and a proud moment when we sent the first edition to print. I think there was added pressure to have such an iconic masthead name. We wanted to do the region proud, so when people pick up their copy of the Snowy Mountains Magazine in Sydney, Canberra, or at outlying visitor centres, they expect a high-end quality that matches the region. I think we have delivered that over the past decade,” said Steve.

The summer months are relished not only by visitors but also by residents. With hiking and lake adventures, there is a lot to like. Photos by Steve Cuff and Thredbo Resort / Boen Ferguson.

Joint Publisher

“Publishing a regional magazine featuring the iconic Snowy Mountains remains both a challenge and a privilege, providing the opportunity to share news and information about Australia’s alpine region in Kosciuszko National Park, the snow resorts, and outdoor pursuits,” said Hartley Higgins, joint publisher of the magazine.

“Reflecting on the past ten years, Snowy Mountains Magazine has evolved alongside the snow industry, broadening coverage to promote and celebrate the mountains and surrounding regions as an all-seasons destination.”

“Combining news for our readers with an effective marketing message for our advertisers has been essential. And we thank Steve Cuff for his professionalism across all facets of the publication.”

“The Magazine was his brainchild, and when he invited North East Media, then the publisher of Australian Alpine News and earlier Australian Skiing Magazine, we could envisage a great future.

“As an acclaimed snow sports photographer, I got to know Steve as a regular contributor to Alpine News, which was launched in Victoria in 1982. Along with our stable of other alpine-region publications, our family has a long love of skiing and has been dedicated to promoting this great family sport.

“Like the Magazine’s readers who love visiting the mountains, no matter what time of the year, we as publishers are committed to upholding our storytelling of how wonderful the Snowy Mountains are through the publication.

“Together with Steve, we look forward to another ten years of providing locally based and trusted multimedia coverage across all facets of our Snowy Mountains offerings, their regional gateways and special communities,” said Hartley Higgins.