Jan

28

RIP Surfing Mag, from anonymous

January 28, 2017 |

 Surfing Magazine, the 52 year old major player in the world's surfing arena, died the day before yesterday. After a long illness she finally died of shrinking circulation and disappearing ad revenue. Surfing is survived by sister publication Surfer Magazine, both owned by Ron Burkle's Source Interlink, a media company.

The business of surfing has always gone through boom or bust cycles among middle class Americans and is currently in a bust. Total revenues over the entire industry are way down…they're also down in the highly correlated skateboarding industry.

Surfing Magazine was founded in 1964. It competed against John Severson's Surfer Magazine, an older publication that was known as the "Bible of the sport.". Surfing was the brash young cousin of Surfer, often beating Surfer in key circulation and ad revenue indicators. Surfing quickly adopted and promoted the shortboard revolution, the influence of psychedelics in the 70's, the punk styles and hip hop influences of surfing in the 80's-2000's. Surfing Magazine was usually ahead of the curve, defining the Zeitgeist of pop surfing and promoting the hell out of it. She could never totally eclipse Surfer Magazine, no matter how much she tried. Surfing Magazine had a good run, but the internet and a finicky, low attention span public finally killed her. The internet hit both Surfing and Surfer magazines very hard, pulling reader's time away to other media, resulting in the print editions being composed of flimsy issues with few good stories and fewer paying ads. Surfing and Surfer Magazine's owner, Source Interlink decided to pull the plug on Surfing after owning the magazine since 2000. One finds suprise that they lasted this long, they're not even on the magazine rack at the beach convenience store. Surfing Magazine will exist as a brand with a reduced online presence. Meanwhile Burkle's company cut Surfer Magazine from 12 to 8 issues per year in an attempt to cut costs.

The surfing fad is over and will most likely go into hibernation for a few years or decades.

Fads can be finicky creatures. One never knows when surfing will be fashionable again to middle America, where the big money is. I am personally conflicted between the business and spiritual sides of surfing. The good thing is that no matter what the industry does, there will always be a hardcore group of surfers at every beach. There will be less overcrowding at our breaks. One will always find good boards and accessories.

Some companies will do very well during surfing's exile. Yvon Chouinard's socially conscious Patagonia provides fine surf apparel and outdoor supplies. They are a strong brand with a loyal, affluent following. Steve Pezman's elegant Surfer's Journal is reader supported and is published 6 times a year. Made of the finest paper, the photography, articles, interviews and stories are first rate. Pezman's magazine is geared toward an older, affluent group of surfers who can pony up the $66 bucks or whatever a year for a subscription. It's a minor irritation that Surfer's Journal promotes, as the Chair calls it,"The idea that has the world in it's grip." Many of the survivors in the surfing industry share that same "progressive" belief.


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