While the traditional purpose of media is to entertain, inform, and hold those in power to account, the surf media also serve to communicate and validate surfing’s subcultural values, norms and symbolisms. This extra role of being a key source of reference for what is acceptable, desirable, and special in surfing is important to the functioning of the surfing economy, the success of which depends on the allure of the surfing lifestyle to the mainstream consumer. Surf magazines have been particularly central in this regard. This chapter examines the past, present and future of the printed surf magazine and explains its contribution to the surfing ecosystem.