Wetpixel Quarterly

Type: Print magazine
Founded: September 2007
Final issue: Issue 8 (June 2010)
Founders: Eric Cheng, Elijah Woolery
Based in: Sausalito, California
Website: wetpixelquarterly.com (defunct)
Format: Landscape-oriented, high-resolution print
Issues published: 8

Overview

Wetpixel Quarterly (often abbreviated WPQ) was a landscape-format quarterly print magazine co-founded in 2007 by Eric Cheng and Elijah Woolery, devoted to high-quality underwater photography and marine conservation. Described by Cheng as “really a mini-coffee table book,” it prioritized spectacular underwater imagery over advertising and gear reviews, distinguishing it from mainstream diving publications ([1]).

The magazine was published by Wetpixel LLC and operated out of Sausalito, California at 434 Napa Street. Elijah Woolery served as Creative Director and Editor, while Eric Cheng served as Editor-in-Chief. The publication was printed in landscape orientation on 50% recycled materials and shipped worldwide from a mailing facility in Maine ([2], [3]).

Cheng funded the magazine initially out of his own pocket, describing it as “a labor of love, and for the community.” He acknowledged that if it could not become profitable, “it isn’t going to stick around” ([4]).

Content and Philosophy

Each issue of WPQ was theme-based, combining photographer portfolios, interviews, marine conservation articles, and competition results. The founders hoped to “foster environmental stewardship by highlighting conservation concerns” in each issue. Woolery stated: “By drawing attention to the links between the beauty of the underwater world and the action required to sustain these environments, we’re hoping to increase interest in preserving threatened areas around the globe” ([5]).

The magazine accepted contributions from both professional and amateur photographers. Images were solicited from the Wetpixel forums, Picture of the Week contests, and direct submissions, but always with the photographer’s explicit permission. All published photographs included shooting information (f-stop, exposure, equipment), which community members valued for its educational benefit ([6], [7]).

Community reception was overwhelmingly positive. Forum members praised the print quality, paper stock, and absence of advertising-driven “fluff” content. One subscriber described it as “So rare to get a diving magazine that’s got zero ‘fluff’ articles about the newest gear this and the hottest resort that. The pictures speak for themselves” ([8]). Multiple subscribers treated issues as collectible coffee table pieces rather than disposable reading material ([9]).

Issue History

Issue 1 (September 2007)

The inaugural issue featured a portfolio of Norbert Wu, winners of the 2007 Our World Underwater and DEEP Indonesia photo contests, and a cover image by Magnus Lundgren of an oceanic white-tip shark surrounded by pilotfish. The cover image was later offered as a photographic print and was widely admired in the community. Issue 1 was eventually discounted to $9.99 (a 38% savings) in March 2010 to clear remaining stock ([10], [11], [12]).

Issue 2 (January 2008)

Issue 2 celebrated the lifelong work of James D. Watt, described as “one of the pioneers of modern underwater photography.” It also featured a staff photographer showcase including Alex Mustard, Eric Cheng, Mike Veitch, Luiz Rocha, Cor Bosman, Julie Edwards, Herb Ko, James Wiseman, Todd Mintz, Matt Segal, Elijah Woolery, William Heaton, and Leslie Harris. Alex Mustard contributed an article on climate change and its potential damage to reef systems. Forum members were “impressed by the quality of work by Wetpixel ‘staff’” and noted the significant improvement in image sharpness over Issue 1 ([13], [14]).

Issue 3 (June 2008)

Issue 3 showcased the work of Alex Kirkbride, who spent three years photographing the waters of all 50 American states for his project “American Waters.” It also featured the winners of the 2008 OWU and DEEP Indonesia photo competitions, representing photographers from 18 countries. Christopher Bahnsen wrote about a colony of 60-100 giant green sea turtles thriving in San Diego Bay. Issue 3 quickly sold out of individual copies ([15], [16]).

Issue 4 (September 2008)

Issue 4 featured Jim Abernathy’s underwater images and included a “Parting Shots” section with creative Photoshopped nudibranchs referencing forum discussions. Community members noted it as possibly “the best one yet.” The issue also included photos from the Picture of the Week contest. Shipping and subscription system issues began to surface during this period, with some subscribers receiving duplicate copies and others experiencing difficulties with the e-commerce platform ([17]).

Issue 5 (January 2009)

Issue 5 featured surf photography content. The issue’s arrival prompted community discussion, with one member noting: “I never really understood the appeal of ‘surf photography’… But now I understand. Living glass, indeed” ([18]).

Issue 6 (June 2009)

Issue 6 featured the underwater photography of marine photojournalists Stephen Wong and Takako Uno, as well as the artwork of Ray Troll. It included coverage of the Pacific Northwest coast: Eric Cheng’s underwater imagery of kelp and ice in Alaska, a Wetpixel expedition to Port Hardy, Vancouver Island with Alex Mustard, Todd Mintz, John Davies, and Rand McMeins, and Tony Wu’s column “The Photographic Eye” on super-macro photography. Scott R. Benson and Peter H. Dutton of the National Marine Fisheries Service wrote about Pacific leatherback turtle migration and conservation. Forum members praised it as “the best issue yet” and “magnificent,” with particular praise for the paper and print quality ([19], [20]).

Issue 7 (November 2009)

Issue 7 featured the portfolio of Douglas Seifert, winning images from the OWU 2009 and DEEP 2009 competitions, and a portfolio from Operation Musashi, Sea Shepherd’s anti-whaling campaign. The issue was shown at DEMA Show 2009 at Wetpixel’s booth (#1068) ([21], [22]).

Issue 8 (June 2010)

The final issue featured Jason Bradley’s photos of deep-sea creatures, photos from the 2009 Ultimate Indonesia expedition, a sperm whale feature, and other content. It was printed and shipped from a mailing facility in Maine, with some subscribers experiencing significant delays in receiving their copies. This was the last documented issue of the magazine ([23], [24]).

Collector’s Edition Box

In November 2008, the WPQ team announced a Year 1 Collector’s Box — an anodized aluminum box with laser-engraved artwork designed to hold the first four issues. The box featured lift-off lids and finger notches on the sides. It was priced at $59.95 for the empty box, with a limited number of pre-stuffed boxes containing all four Year 1 issues also available. Pre-orders were handled through eBay. The community response was enthusiastic, with over a dozen forum members expressing immediate interest. By December 2008, the boxes were shipping, and pre-sale pricing was extended through the holiday season ([25], [26], [27], [28]).

Beginning in October 2007, WPQ offered photographic print sales of images featured in the magazine through prints.wetpixelquarterly.com. Available prints included Magnus Lundgren’s cover image and work by Norbert Wu, Eric Cheng, and other contributors ([29]).

Events and Promotion

WPQ had a physical presence at major industry events. At DEMA Show 2007 in Orlando, Elijah Woolery and Heidi Connal represented the magazine at booth 2449 (shared with DivePhotoGuide) ([30]). The magazine also exhibited at DEMA 2009 at booth 1068 ([31]).

In April 2009, WPQ hosted a series of three events at Sports Basement in San Francisco’s Mission District. These included an “Ocean in Focus” gallery opening with work by Eric Cheng and Elijah Woolery (April 3), a presentation by Woolery on getting started with underwater photography (April 9), and a talk by Cheng on underwater photography techniques (April 23). The gallery ran from April 3 through May 1, 2009 ([32]).

WPQ subscriptions were also offered as prizes at underwater photography events. At the 2009 Bonaire Digital Shootout, Karen Doody, Ron Lagerloff, and Richard Younger won one-year WPQ subscriptions as competition prizes ([33]).

Operational Challenges

Throughout its run, WPQ faced recurring logistical challenges typical of a small-scale print publication:

Subscription system problems: The e-commerce platform repeatedly caused issues, including duplicate subscriptions being charged, failed transactions, and unresponsive support forms. Eric Cheng acknowledged in September 2008 that “The online subscription system has really failed us lately, and it has been impossible to get our provider to do anything about it.” A complete website overhaul was undertaken in late 2008 ([34]).

Shipping delays: Because issues were sent via bulk mail, delivery times were unpredictable. Domestic US subscribers sometimes received issues weeks apart despite living in the same region. International delivery to the UK and other countries added further delays. For Issue 8, some subscribers waited over two months, prompting complaints on the forums. The support staff consisted of a single person, and when that person was unavailable during summer 2010, response times suffered significantly ([35]).

Physical damage: The landscape format, while visually distinctive, created practical problems with mail delivery. Multiple subscribers reported postal carriers folding or rolling their copies to fit into standard mailboxes despite “DO NOT BEND” markings ([36], [37]).

iPad Edition Discussion

In July 2010, forum members requested an iPad edition of WPQ. Community discussion was substantive, with supporters noting that digital distribution would solve international shipping problems and reduce costs. One member estimated that “considering printing and shipping costs, WPQ could be sold digitally for about 2/3 the price and still be just as profitable.” Others argued the physical format was essential to the magazine’s identity as a coffee table piece. No iPad edition was ever released, and no further issues of the magazine appeared after Issue 8 ([38]).

WPQ showcased a wide range of photographers over its eight issues:

Regular content also included winners from the annual OWU and DEEP Indonesia photo competitions (Issues 1, 3, 7) and Sea Shepherd’s Operation Musashi anti-whaling campaign photos (Issue 7).

Timeline

Legacy

Wetpixel Quarterly ran for eight issues over three years (2007-2010), establishing itself as a premium publication in the underwater photography community. Its emphasis on large-format, high-quality image reproduction and conservation content set it apart from gear-focused diving magazines. The magazine’s quiet cessation after Issue 8 coincided with broader industry shifts toward digital publishing, though no formal announcement of discontinuation appears in the archive. Eric Cheng’s departure from day-to-day Wetpixel operations to join Lytro in 2010 likely contributed to the magazine’s end.

References

Sources

  1. Wetpixel article, Sep 7, 2007: Wetpixel Launches Wetpixel Quarterly A New Print Magazine ↩
  2. Wetpixel article, Jan 7, 2009: Wetpixel Quarterly Ships Issue 5 ↩
  3. Forum thread: Anyone Else Not Get There Wetpixel Quarterly ↩
  4. Forum thread: Wetpixel Launches Wetpixel Quarterly A New Print Magazine ↩
  5. Wetpixel article, Sep 7, 2007: Wetpixel Launches Wetpixel Quarterly A New Print Magazine ↩
  6. Forum thread: Wetpixel Launches Wetpixel Quarterly A New Print Magazine ↩
  7. Forum thread: Wpq Issue 3 Received ↩
  8. Forum thread: Wpq Issue 3 Received ↩
  9. Forum thread: Wpq Issue 6 ↩
  10. Wetpixel article, Sep 7, 2007: Wetpixel Launches Wetpixel Quarterly A New Print Magazine ↩
  11. Wetpixel article, Oct 25, 2007: Wetpixel Quarterly Offers Print Sales ↩
  12. Wetpixel article, Mar 25, 2010: Wetpixel Quarterly Issue 1 Is On Sale ↩
  13. Wetpixel article, Jan 21, 2008: Wetpixel Ships Issue 2 Of Wetpixel Quarterly ↩
  14. Forum thread: Wetpixel Ships Issue 2 Of Wetpixel Quarterly ↩
  15. Wetpixel article, Jun 4, 2008: Wetpixel Quarterly Ships Issue 3 ↩
  16. Forum thread: Wpq Issue 3 Received ↩
  17. Forum thread: Wetpixel Quarterly ↩
  18. Wetpixel article, Jan 7, 2009: Wetpixel Quarterly Ships Issue 5 ↩
  19. Wetpixel article, Jun 27, 2009: Wetpixel Quarterly Issue 6 Now Available ↩
  20. Forum thread: Wpq Issue 6 ↩
  21. Wetpixel article, Nov 2, 2009: Wetpixel Quarterly Issue 7 Ships This Week Available For Order ↩
  22. Forum thread: Wetpixel Quarterly Issue 7 Is Now Available ↩
  23. Wetpixel article, Jun 9, 2010: Wetpixel Quarterly Issue 8 Is At The Printer ↩
  24. Forum thread: Anyone Else Not Get There Wetpixel Quarterly ↩
  25. Wetpixel article, Nov 13, 2008: Poll Wetpixel Quarterly Year 1 Collectors Box ↩
  26. Wetpixel article, Nov 21, 2008: Wetpixel Quarterly Collectors Edition Is Now Available For Pre Order ↩
  27. Wetpixel article, Dec 11, 2008: Wetpixel Quarterly Collectors Edition Shipping Nowpre Order Prices Extended ↩
  28. Forum thread: Poll Collectors Box For Wetpixel Quarterly ↩
  29. Wetpixel article, Oct 25, 2007: Wetpixel Quarterly Offers Print Sales ↩
  30. Wetpixel article, Nov 4, 2007: Dema 2007 Show Coverage ↩
  31. Wetpixel article, Nov 2, 2009: Wetpixel Quarterly Issue 7 Ships This Week Available For Order ↩
  32. Wetpixel article, Apr 3, 2009: Wetpixel Quarterly Events In Sf ↩
  33. Wetpixel article, Jun 24, 2009: Bonaire Digital Shootout Particispants Win Wetpixel Quarterly Subscriptions ↩
  34. Forum thread: Wetpixel Quarterly ↩
  35. Forum thread: Anyone Else Not Get There Wetpixel Quarterly ↩
  36. Forum thread: Wetpixel Quarterly ↩
  37. Forum thread: Wpq Issue 6 ↩
  38. Forum thread: Wetpixel Quarterly Ipad Edition ↩
  39. Wetpixel article, Sep 7, 2007: Wetpixel Launches Wetpixel Quarterly A New Print Magazine ↩
  40. Wetpixel article, Oct 25, 2007: Wetpixel Quarterly Offers Print Sales ↩
  41. Wetpixel article, Jan 21, 2008: Wetpixel Ships Issue 2 Of Wetpixel Quarterly ↩
  42. Wetpixel article, Jun 4, 2008: Wetpixel Quarterly Ships Issue 3 ↩
  43. Forum thread: Wetpixel Quarterly ↩
  44. Wetpixel article, Jun 27, 2009: Wetpixel Quarterly Issue 6 Now Available ↩
  45. Wetpixel article, Jun 27, 2009: Wetpixel Quarterly Issue 6 Now Available ↩
  46. Wetpixel article, Jun 27, 2009: Wetpixel Quarterly Issue 6 Now Available ↩
  47. Wetpixel article, Nov 2, 2009: Wetpixel Quarterly Issue 7 Ships This Week Available For Order ↩
  48. Wetpixel article, Jun 9, 2010: Wetpixel Quarterly Issue 8 Is At The Printer ↩
  49. Wetpixel article, Jan 21, 2008: Wetpixel Ships Issue 2 Of Wetpixel Quarterly ↩
  50. Forum thread: Wetpixel Quarterly ↩
  51. Wetpixel article, Sep 7, 2007: Wetpixel Launches Wetpixel Quarterly A New Print Magazine ↩
  52. Wetpixel article, Oct 25, 2007: Wetpixel Quarterly Offers Print Sales ↩
  53. Wetpixel article, Nov 4, 2007: Dema 2007 Show Coverage ↩
  54. Wetpixel article, Dec 7, 2007: Wetpixel Quarterly Holiday Discount ↩
  55. Wetpixel article, Jan 21, 2008: Wetpixel Ships Issue 2 Of Wetpixel Quarterly ↩
  56. Wetpixel article, Jun 4, 2008: Wetpixel Quarterly Ships Issue 3 ↩
  57. Forum thread: Wetpixel Quarterly ↩
  58. Wetpixel article, Nov 13, 2008: Poll Wetpixel Quarterly Year 1 Collectors Box ↩
  59. Wetpixel article, Dec 11, 2008: Wetpixel Quarterly Collectors Edition Shipping Nowpre Order Prices Extended ↩
  60. Wetpixel article, Jan 7, 2009: Wetpixel Quarterly Ships Issue 5 ↩
  61. Wetpixel article, Apr 3, 2009: Wetpixel Quarterly Events In Sf ↩
  62. Wetpixel article, Jun 27, 2009: Wetpixel Quarterly Issue 6 Now Available ↩
  63. Wetpixel article, Nov 2, 2009: Wetpixel Quarterly Issue 7 Ships This Week Available For Order ↩
  64. Wetpixel article, Jun 9, 2010: Wetpixel Quarterly Issue 8 Is At The Printer ↩
  65. Forum thread: Wetpixel Quarterly Ipad Edition ↩
  66. Wetpixel launches Wetpixel Quarterly (article) ↩
  67. Wetpixel Quarterly offers print sales (article) ↩
  68. Wetpixel Quarterly holiday discount (article) ↩
  69. Wetpixel ships issue #2 (article) ↩
  70. Wetpixel Quarterly ships issue 3 (article) ↩
  71. Wetpixel Quarterly, perfect for babies and toddlers (article) ↩
  72. Poll: Wetpixel Quarterly year 1 collectors box (article) ↩
  73. Wetpixel Quarterly Collector’s Edition is now available (article) ↩
  74. Wetpixel Quarterly Collector’s Edition shipping now (article) ↩
  75. Wetpixel Quarterly ships issue 5 (article) ↩
  76. Wetpixel Quarterly events in SF (article) ↩
  77. Digital Shootout participants win WPQ (article) ↩
  78. Wetpixel Quarterly issue 6 now available (article) ↩
  79. Wetpixel Quarterly Issue 7 ships (article) ↩
  80. Wetpixel Quarterly Issue 1 on sale (article) ↩
  81. Wetpixel Quarterly Issue 8 at the printer (article) ↩
  82. DEMA 2007 Show Coverage (article) ↩
  83. Wetpixel Quarterly forum thread (pre-launch) (forum) ↩
  84. Wetpixel launches WPQ forum thread (forum) ↩
  85. Wetpixel ships issue #2 forum thread (forum) ↩
  86. WPQ issue 3 received (forum) ↩
  87. Wetpixel Quarterly (issue 4) (forum) ↩
  88. Poll: Collectors Box for WPQ (forum) ↩
  89. A High Profile Review of WP Quarterly (forum) ↩
  90. WPQ Issue 6 (forum) ↩
  91. WPQ Issue 7 is now available (forum) ↩
  92. Anyone else NOT get their WPQ? (forum) ↩
  93. Wetpixel Quarterly iPad edition (forum) ↩