 What set Joe magazine apart was its subversive use of humour, as well as its use of art and fiction as a narrative frame for cultural, social and political analysis.This strategy was seminal not only in educating and activating its readers but also in providing a platform for new fiction writers and artists to develop their talents.Founded by writer/publisher Hillary Ng'weno and artist Terry Hirst, Joe magazine published regularly between 1973 and 1979.