Location: Alice’s Family Farm in Guyra, New South Wales
Written by Alice Armitage
In a media landscape dominated by speed, scale and algorithms, The Pandaemonium Paper shouldn’t exist. A quarterly, independent print newspaper celebrating creativity and culture outside the city grid? It’s audacious, verging on impossible. Which makes it a perfect reflection of its founder: Alice Armitage.
Alice grew up in Guyra, on the New England Tableland of northern New South Wales — a farmer’s daughter in a place where ambition often felt out of place. But even from a young age, it was clear she was wired a little differently. While her brothers slotted naturally into life on the land, Alice was searching for something less visible: a future that allowed her to be something bigger.
She always knew that she’d have to leave to figure that out. And leave she did — chasing the big, bright world. In the years that followed, Alice carved out a remarkable career in the city, working in tech, launching startups, and helping raise capital for emerging businesses. On paper, it was the kind of success many dream of. But the further she got from where she started, the more she began to wonder what exactly she was building — and why.
In 2022, Alice launched The Pandaemonium Paper with a clear intent: to challenge the city-centric lens of traditional media and spotlight the stories shaping regional Australia from the ground up. This quarterly publication isn’t just a newspaper — it’s a love letter to those building meaningful lives and enterprises beyond the urban sprawl. Whether it’s wool producers rewriting the future of fashion, liqueur makers transforming imperfect fruits into world-class spirits, or grain growers experimenting with carbon-neutral cropping, Pandaemonium captures the pulse of a country in quiet, determined transformation.
The paper shines a light on the rich tapestry of regional ingenuity.
The Pandaemonium Paper has resonated with readers across the nation, with just shy of 250,000 readers since its inception. In the past year alone, the paper has been delivered to 547 postcodes, spanning from the urban enclaves of Double Bay to the remote expanses of Halls Creek. This widespread reach underscores a growing appetite for stories that reflect the diverse experiences of regional Australians.
Running an independent print publication in the digital age is no small feat. The challenges are manifold, from the logistical hurdles of distribution to the financial realities of sustaining a print medium. Yet, Alice remains undeterred. Through initiatives like the Pando Unfold video series, she offers a transparent look into the inner workings of the paper, fostering a sense of community and shared purpose among readers and contributors alike.
Beyond the pages of Pandaemonium, Alice continues to leverage her expertise in marketing & communications strategy – running Studio Pandaemonium. Where Alice works closely with her clients to blend metropolitan standards with a deep understanding of the culture of regional Australia. Collaborating with regional businesses to amplify their work and impact. Her work is a testament to the belief that regional Australia is not just a backdrop for stories of departure but a vibrant setting for narratives of innovation, resilience, and return.
In a world increasingly dominated by digital noise, The Pandaemonium Paper stands as a powerful reminder of the value of meaningful and deeply connected storytelling. Through her unwavering commitment, Alice Armitage is not only redefining the contours of regional media but also inspiring a new generation to see the potential in the places they call home.
The Pandaemonium Paper click here
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Learn more about Alice @alicespandaemonium
Photographed by Paulina Eaborn @mrs_paulie_
