More Than a Magazine: IN Noosa Celebrates a Decade of Inspiring Stories and Community Connection
Ten years in and IN Noosa Magazine is firmly entrenched in the Noosa landscape. Jennifer Swaine and Heather Mollins INvite some of the IN Noosa family to share their IN Noosa journey.
Noosa is an iconic holiday destination, renowned for its stunning beaches, beautiful hinterland, sumptuous local food, creative community, dynamic businesses and warm, welcoming people. A destination like this deserves a publication as equally as special and, recognising a gap in the market 10 years ago, Deb Caruso bravely ignored those who said she was mad, and together with business partner and co-founder Paul Bird they ventured into the world of publishing.
A decade on and IN Noosa Magazine has become intrinsically interwoven into the hearts and minds of locals and visitors who quickly snap up each edition, devouring each page brimming with great stories and beautiful imagery. The idea of creating a magazine at a time when print publications were on the decline was borne from the desire to help local businesses and organisations.
“I was frustrated by a lack of quality advertising opportunities that extended beyond a mere transaction,” Deb said. “I knew there had to be a better way to profile local businesses. I wanted to see good businesses championed, where they became the heroes of our community and where people could learn about what they did and the services or products they sold. It had to be a platform that extended beyond buying an ad – I wanted to build a community where we succeed together and support each other.”
And succeed together they did. More than forty editions in, they’re not just celebrating a decade in business—they’re marking 10 years in an industry that has undergone some of the most significant challenges to its core base. It’s a story of passion, resilience and a desire to make a difference.
At the heart of this magazine is the commitment to showcase all things ‘Noosa’. The stories are brilliantly written by an eclectic but talented group of diverse writers, the fashions and homewares are sourced from local boutiques, you can dine at the restaurants featured and you can shop in all of the beautiful stores that are mentioned. Local events are supported and artists championed. Community, connection and collaboration are at the heart of this magazine that stands by its commitment to INform, INdulge and INspire its readers.
Kate Cox, Reed & Co.
Kate Cox, is one of Noosa’s most highly recognised and experienced real estate agents and has been a part of the magazine from the start.
“I have been advertising the Kate Cox Team through branding adverts since the first publication and have grown with the magazine,” Kate said. “Few publications last, let alone grow each year, IN Noosa with Deb and her fabulous team have. Even during Covid when times were tough, they still represented clients and helped so many businesses via the magazine and their social media posts. They are local, very hands-on and part of our Noosa community – we couldn’t ask for more.”
Helen Flanagan, Lifestyle Writer
A long-time friend and supporter of Deb’s is iconic Noosa personality and travel and lifestyle writer, Helen Flanagan. They share a history that goes back 20 years when these ladies worked together at weekly publication The Weekender Noosa, along with IN Noosa Magazine Designer, Ali Smith. After discovering they shared “a passion for the good life at work, and play”, the pair have become lifelong friends with Helen being a part of IN Noosa Magazine from the very start.
“Ten years ago, after broadening her horizons and starting a family, the publishing passion was ignited and whilst the media landscape had seriously changed, Deb defied the odds,” Helen says.
“She knew in her heart there was a place for IN Noosa Magazine so we sharpened our pencils. After all, life isn’t about how to survive the storm, but how to dance in the rain.
“The magazine is a magnet for advertisers and readers who all want to be part of its evocative flavour.”
Michael Brennan, Arts Writer
Director, Noosa Regional Gallery
A good publisher knows how to curate content in an authentic way from the people who know what’s going on, so when Deb learned that Noosa Regional Gallery had a new Director she immediately reached out to Michael Brennan who has now been writing for the magazine for the past six years.
“I think it’s great that IN Noosa makes space for talking about arts and culture – sharing what’s happening locally and what’s being done by local people,” he said. “It really adds to the story of this special place where we live and gives visibility to the richness of what’s happening here.”
Katrina Thorpe, Wellness Writer
Owner, ikatan Spa
Deb had a vision for IN Noosa and wanted the magazine to be a reflection of the people associated with the region. She sought out people, businesses and writers who were as passionate as she was about Noosa and knew how to connect with the audience. Katrina Thorpe from ikatan Spa is another writer and advertiser who has been with Deb from the very beginning and said she believed Deb had created a publication that not only supported the community but empowered local businesses, forging many friendships along the way.
“Aligning our brand with a professional publication that has a high standard has meant it is the only print media we require to promote ikatan Spa,” Katrina said. “From a business owner’s perspective, the networking, support and friendship we gain by being involved with IN Noosa Magazine, is a bonus you can’t put a value on as it is given unconditionally by the team.”
Ali Smith, IN Noosa Magazine
Design & Operations Manager
A woman who has been alongside Deb every step of the way is Design & Operations Manager (and more!), Ali. Working with Deb she helped create the first concepts of this cherished magazine.
When reflecting on the past 10 years Ali said, “I can truly say we have come a long way in 10 Years. IN Noosa has grown from a little 56-page magazine to a whopping 180 pages during that time.
“We now have podcasts, weekly e-newsletters, and a tribe of social media followers. IN Noosa Magazine has thrived when the world said ‘print is dead’.” Ali said. “Deb has an amazing vision and passion for the community and our stories shine a light on the amazing people and businesses that make the Noosa community so great.”
Carlie Wacker, IN Noosa Magazine
Fashion Editor
Another local identity who has been a long-term team member is Carlie Wacker who said, “IN Noosa Magazine has always been a celebration of the people, places and businesses that make Noosa so special.”
“Deb has built a community around that very celebration,” she said. “IN Noosa Magazine delivers on its promise of being ‘more than a magazine’. When you become involved with this publication you become a part of something bigger – a family of very passionate Noosa people that go above and beyond to support each other.”
As Fashion Editor and writer for IN Noosa, Carlie has overseen some incredible fashion shoots, parades and events using her keen eye for all things fashion to style some truly memorable moments.
“One of the first fashion editorials we shot was at Hinterland Feijoas with model Soph Walker (Spring 2017) and one of the shots ended up on the cover,” she shares. “It was a wearable art piece by local artist Lucy Yule and she had made a gown from recycled/ upcycled video tapes. Lucy continues her amazing work in wearable art, which has featured at the Australian Wearable Art Festival and Soph is now an international model based in New Zealand.
“It makes me so proud to see how far our models, stories, and businesses have come since the first interaction with IN Noosa Magazine,” Carlie said. “It has provided a platform for so many people.”
Nina Shadforth, former-Arts Writer Senior Curator (Collections)
Caloundra Gallery, Sunshine Coast Council
As someone with a long-standing love of the arts and as the director of Noosa Regional Gallery in 2014, Nina Shadforth was invited to be the first Arts Writer for the magazine. She was delighted to be able to showcase the visual art scene noting that IN Noosa Magazine provided an important platform for raising awareness of local artists and galleries.
“To be involved with IN Noosa Magazine right from the start was not only rewarding because I got to work with fabulous people, but it also enabled greater visibility of the arts within Noosa and the wider Sunshine Coast region,” Nina said. “It was wonderful for the arts to have a voice in the community which continues to this day. I love that the magazine features the work of local artists on the covers, in editorials and lists the upcoming exhibitions in Arts Radar, which gives our local artists and galleries great exposure to the community and visitors.”
Tara Bell, Altitude Scholarships
IN Noosa Magazine doesn’t just support local businesses – it supports the broader community including community groups and not-for-profits. One organisation that Deb and the team have supported is Altitude Scholarships who provide education scholarships for talented but financially challenged young people to help them in their schooling endeavours. IN Publishing sponsors two students through Altitude Scholarships and has promoted the initiative since inception.
Founder Tara Bell said the support of IN Noosa Magazine helped them to raise awareness of their work and connected them to the broader Noosa community.
“Altitude Scholarships commenced nearly five years ago as Noosa Chances and we are extremely grateful for, and touched by, the incredible support from Deb and the IN Noosa Magazine team, right from the start,” Tara said. “The reach of the publication has enabled an awareness of our endeavours well beyond what could be remotely possible from a grassroots volunteer not-for-profit.
“Congratulations on enriching the lives of all your readers. What a simply awesome publication and community you have created!”
To truly understand the impact and importance of a magazine like IN Noosa Magazine has you need to speak to the people who advertise in it. On the following pages, you can find out more from Noosa Boathouse and ikatan Spa who have featured in every single edition. We also asked a few clients to share their thoughts:
Liz McMillan from Eliza’s Boutique featured in the first few editions and is happily part of the IN Noosa family once again, saying that the power of being part of such a dynamic magazine could not be underestimated.
“Not only do we take a full-page ad in each edition, but we also get the opportunity to have additional features and inclusion in the fashion pages,” Liz said. “IN Noosa Magazine is a premium publication that truly supports and promotes the local community and its business owners,” she said.
Tom Offermann, founder of Tom Offermann Real Estate has been part of the IN Noosa family for just over twelve months and when invited to renew his contract said:
“You (both) have delivered what you promised in spades and have made me feel a very welcome part of the IN family, so I quite emphatically wish to continue and thank you for the opportunity.”
Paul Bird, Co-Publisher
The final word belongs to Deb’s business partner Paul Bird. As co-publisher he has been a part of the magazine from the start – although their relationship extends four decades! Looking back over the past decade Paul said, “IN Noosa has allowed for the full and true expression of the eclectic elements which make Noosa special.
“Deb has delivered over and above for many of our clients, many of whom have been with us since the first edition or since they opened their doors,” he said. “They are the reason we exist and we can’t say enough about how important their support is and has been.
“Surviving 10 years in business is a big achievement. Navigating the economic cycles, competitive pressures, and the myriad of tasks needed to secure a decade requires sustained commitment and energy. Deb and the team have executed our strategy with class and compassion. If we can play a part in the ongoing thriving story that is Noosa then it is likely we’ll be celebrating 20 years of publication in due course.”
IN Noosa Magazine is an institution and Deb, Paul and the whole IN Noosa team have taken their vision and built an enduring magazine that people love. But it’s so much more than that. Together this incredible team has created a community that supports and celebrates each other, highlighting the heart of Noosa that many of us might otherwise never have seen or experienced – and for that, we should all be grateful.
In Helen Flanagan’s words:
“Love it all. Long may it reign!”
Amen to that!
