Media Kit
Just Gerald
Magazine
"Your easy-to-use field guide to the finer things in life — where caffeine meets cocktails and adventure awaits."
About the Magazine
What Just Gerald Is
Just Gerald Magazine is an independent travel and culture publication founded by Gerald Shaffer on the Sunshine Coast of British Columbia. It covers experiences — not itineraries. The editorial question is always the same: was this a Best Day Ever?
The magazine spans fifteen published issues across four continents: from Mont Blanc to the Amalfi Coast, from Jalisco to the Scottish Highlands, from Whistler to the streets of Lower Gibsons. Each issue is built around a specific place, a specific experience, and a specific point of view.
Just Gerald is not a listicle. It is not sponsored content dressed as editorial. It is one person's honest account of whether a place, a meal, a trail, or a gallery show was worth the trip — and why.
About the Editor
Gerald Shaffer
Founder & Editor-in-Chief
Gerald Shaffer is a photographer, writer, and food industry professional based in Gibsons, British Columbia. He is the founder of Shaffer Foods and the creator of Just Gerald Magazine — a publication that grew out of his habit of reviewing experiences on Google Maps with the same rigour most people reserve for restaurants.
His photography work includes the Ghosts of Graffiti collection — twenty large-format canvasses shot on a Huawei P30 Pro in Molly's Lane, Gibsons, and exhibited at the Gibsons Public Art Gallery in January 2020. The project was co-created with graffiti historian Beau Smith and curated by GPAG Vice-President Joanna Mackenzie-Enga.
He has climbed Mont Blanc, eaten his way across Jalisco, ridden the North Shore Bike Park, and spent a considerable amount of time in coffee shops on the Sunshine Coast rating espresso. He holds strong opinions about all of it.
Story Angles
Three Stories Worth Telling
The Wall That Time Forgot
How a concrete lane in Lower Gibsons became one of the Sunshine Coast's most quietly significant art sites — and how one photographer spent two years turning its weathered layers into a gallery show.
Molly's Lane in Lower Gibsons has been a legal graffiti wall for over 20 years. Photographer Gerald Shaffer and graffiti historian Beau Smith documented its layers with a Huawei P30 Pro, printed the results at 50×66 inches, and showed 20 canvasses at GPAG in January 2020 — days before the world shut down. The show sold out. The wall is now on the Global Legal Walls registry. The story of how it happened is still largely untold.
Read the article →The Best Day Ever Formula
Just Gerald Magazine rates experiences — not hotels, not restaurants, not gear. Just the specific day you had, and whether it was worth it.
Gerald Shaffer has been reviewing experiences across four continents through the lens of a single question: was this a Best Day Ever? From Mont Blanc to Molly's Lane, from Jalisco to the Amalfi Coast, the magazine's editorial voice is opinionated, specific, and resolutely personal. A profile of the magazine and its founder makes for a strong local-interest or travel-desk piece.
Read the article →Gibsons on the Global Map
A small Sunshine Coast town now has a wall listed on the Global Legal Walls registry — the international database of sanctioned graffiti sites. Here's how it got there.
The Gibsons Graffiti Archive Company (GGAC), co-founded by Gerald Shaffer and Beau Smith, successfully registered Molly's Lane on legal-walls.net — placing Gibsons alongside Berlin, Melbourne, and New York as cities with formally recognised legal graffiti walls. The registration process, the archive, and what it means for the Sunshine Coast arts scene is a story with national reach.
Read the article →Press Images
Downloadable Images
All images below are available for editorial use. Right-click or long-press to save. Credit as shown. For higher resolution files or additional images, contact [email protected].
Quick Reference
Key Facts
| Publication name | Just Gerald Magazine |
| Founded | 2023 |
| Editor-in-Chief | Gerald Shaffer |
| Headquarters | Gibsons, British Columbia, Canada |
| Website | justgerald.com |
| Editorial focus | Travel experiences, culture, food & drink, outdoor adventure |
| Geographic scope | Global — 4 continents, 15+ destinations |
| Issues published | 15 (as of 2026) |
| Notable feature | Ghosts of Graffiti — Molly's Lane photo essay, GPAG 2020 |
| Photography | Gerald Shaffer (Huawei P30 Pro, Canon) |
| Press contact | [email protected] |
| Social media | @justgeraldmag |
Media Inquiries
Get in Touch
For interview requests, image licensing, review copies, or editorial partnerships, fill in the form below or email [email protected] directly.
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