Surfing and Trans World - aimed at the under 25 crowd (not just my opinion - get their press package and that's what they claim). That's how these mags pitch themselves to advertisers. Pro surfer driven, aimed at the young guys who want the newest pro style boards, boardshorts, watches etc.
Surfer - Tries to have something for everybody. Pro coverage, some "soul" pieces, commentary on the sport. And overall they do a nice job. It's not easy pleasing everybody.
Surfer's Journal - Aimed at the "mature" surfer. Beautiful mag, often with some really cool pieces. Last year they did a wonderful story on East Coast and VB legend Bob Holland. It's a piece no other magazine would touch. But sometimes it just seems like a rehash of photos and events that Surfer ran 30+ years ago when SJ editor Steve Pezman was the Surfer editor. I wish they would look outside of their box a little more often.
The Surfer's Path - My favorite at the moment. A little expensive, but that's because it's out of the UK. But don't let that fool you. It has a very "worldy" outlook that is FAR from the pro driven stuff in the other surf mags (SJ is excused here). Definitely more soul than the others. The last issue had TWO pieces about Fukishima. One about all the good breaks that used be near the nuclear plant, and a second one that was sort of "live" account from a surfer in Japan about the tsunami, and the aftermath. No other surf mag is going to do those pieces. Very well done too.
Eastern Surf - It is what is. I love it because it gave me my first big writing break (I was a "Contributing Writer" for them another lifetime ago), and I have so much respect for how Mez and Dugan started cautiously and nurtured their project. That it's still going is really, really a tribute to them. They cover us like no other mag would dare to. And most time they get it right. I just wish it was a little less "grungy" sometimes (love ya Mez!

).
In deciding on a mag - read the "Intro" pieces that the editors write in the front of each issue of the magazine. If you like the "vibe" that editor gives off, chances are you will like the mag. It's his/her editorial decisions that give the mag its personality.
Keep reading on!