Written by Jon van Wyk
In a world where negativity often overshadows positivity, Alive Magazine serves to be a reminder that with determination, collaboration, and a commitment to authenticity, we can cultivate spaces that bring communities together to celebrate the tapestry of human experience.
Originally from Hong Kong, Joy Butler’s journey to Australia was not just a geographical change; it was the result of her profound determination, resilience, and a fearless disregard for any obstacles in the way… After years spent in the high-paced advertising industry, where the long hours and relentless demands left little room for fulfilment, she yearned for a new life – a life where she could infuse her work with purpose and connection.
“I felt a lack of belonging in my previous environment,” she reminisces, her voice reflecting the challenges she faced. Her plans to journey to the United States were abruptly hindered however, by the events of September 11, 2001, leading her instead to consider Australia. “It felt like a sign. I wanted fresh air, a place where I could live a life filled with meaning,” she explains, describing how she transitioned from a backpacker navigating the landscape of opportunity to a settled Australian, focussed on an abundant life with her family.
Guided by her values of humility and community appreciation, Joy firmly embraces the idea that life and business should be approached fearlessly. “Fear is not in my vocabulary” she states. This philosophy was borne out when Joy’s dream of producing Alive Magazine became reality during one of the most trying times in recent history -the COVID-19 pandemic, probably the worst time to launch an ambitious project like a new community-based magazine.
Fortuitously, at the same time, the suspension of several local print publications, had created a gap in the local community, who were keen to read positive and uplifting material. Joy was quick to recognise the sense of opportunity amongst the community at the time. “I wanted to lift the community spirit.” she reflects. “The community needed hope while the news and publications were all doom and gloom.”
It was fate then, when in a leap of faith, Joy launched the first issue of Alive Magazine in August 4th, 2020. Opting for an A4 format for cost-effectiveness and ease, she secured reasonable printing terms that enabled her to start the magazine without a large overhead. “The key was to keep things simple and sustainable,” she explains. Her background in graphic design, photography and extensive connections proved invaluable as she began to assemble four amazing women, Louise Holmes as our advertising manager, Lizzie Macaulay as our social media guru, Kerrie Alexander as our editor and our late Leanne Esposito as our deputy editor and a few local columnists. As she recalls, it was a serendipitous process. “Each team member brought unique strengths in writing, sales and production, contributing to a collaborative spirit that became foundational to the magazine’s culture.”
At the heart of Alive Magazine is Joy’s commitment to authentic, high-quality storytelling. From the start, she envisioned a publication that would spotlight everyday community members rather than celebrities. “Our goal was to inspire our readers, to show them the extraordinary in the ordinary,” she shares. Each issue would feature stories that resonate with local life, connecting readers to individuals and experiences that define their community.
Even when it came to advertising, the editorial team maintained a careful balance to avoid clutter and ‘fill’. “We believed in prioritizing the community’s needs above commercial gain,” she explains. Political and propagandist advertisements were categorically rejected, preserving the integrity and authentic voice of the publication. The magazine operated with a sustainability mindset, aiming to cover its costs while fostering community spirit rather than the mercenary goal of only pursuing profit.
From the first issue of Alive, the response from the community was immediately overwhelmingly positive. Readers expressed gratitude for the uplifting content, and many local businesses, whose own paradigms aligned with the magazine’s vision, eagerly supported it. Many of these advertisers became long-term partners, supportive of Alive’s ‘community first’ ethos.
As she reflects on the ongoing success of Alive, Joy is quick to acknowledge the collective effort it took to make the publication thrive. Their diverse talents harmonised to create a publication that resonated with readers. Continual support from her husband Jamie, played a crucial role as well, particularly in managing logistics, they spend three full days each month to distribute the magazines to over 260 retails throughout Wide Bay area – a testament to the importance of behind-the-scenes efforts in any venture like this one.
“People who share similar values and beliefs are more likely to be drawn to one another, and I have a team with a shared purpose and a higher level of trust.” she explains. Each team member feels a sense of ownership in the publication, a key factor in its ongoing success. There’s an atmosphere of joy and creativity that permeates their work, making the magazine not just a publication but a vibrant expression of like-minded designer, writers, editors, photographers and sales staff, all uniquely invested in the community themselves. “My team is my family, all my clients are my friends,” she affirms.
With an air of finality in her voice, and a great deal of nostalgia, Joy reflects on several years of dedication, from finding stories, photographing people, sell advertising, design ads, print production, social media, video production for Alive TV, book-keeping and distribution. At the same time there is also a great sense of optimism as Joy informs me that she has decided that it is time for a new chapter in her life, one that focuses on personal well-being and embarking on a new business, Zen Pai Australia, centered around holistic health and healing – body, mind, and soul. This in itself coincides with a fortuitous number in Joy’s calendar. The year 2025 signifies a year of completion, endings, spiritual reflection and prepare for new beginnings. “I’m also turning 50, this month” she says coyly, looking all of 35 – “So the time is right to embrace the next part of my journey.”
To ensure the continued success and integrity of Alive, Joy shares the exciting news that she has already developed a transition plan, in her typical understated manner. Local firebrand publisher, Kelly Penny from ‘Island View Connect’, has been chosen to take over the reins of Alive, bringing with her the vision and commitment necessary to uphold the publication’s core values. “I have full confidence in Kelly’s ability to lead this magazine into the future,” she states. “She understands the heart of what we’ve built here.”
During the transition, Joy will assist Kelly to ensure a seamless handover, helping to preserve the magazine’s ethos with a view to sustainability. “It’s important to me that the team and the philosophy continue to thrive under new leadership,” she insists.
As she prepares to step back from her magazine duties, Joy expresses profound gratitude to everyone who has been part of the Alive journey. “I am deeply thankful for the trust and support we’ve received from the community, our clients, and our talented team,” she shares, her voice filled with emotion. “This magazine has been a labour of love, and it wouldn’t have been possible without each and every one of them.”
In her farewell message, she emphasises that Alive transcends an important meaning. “Pay it forward – even minor gestures of kindness, or a simple effort can have a significant and lasting impact to the world, and keep our spirits alive!”
With the magazine’s resilient roots embedded in community spirit, it is poised to embrace the opportunities that lie ahead. Joy is secure in the knowledge that Alive will continue to spread its message, through stories reflecting positivity and shared experiences that benefit the community – core principles that will undoubtedly guide its future – “Alive & Free”!