Who knew Skateboarder had so many subscriptions? I always forget they are still publishing. What’s that? Right. This post title is from the latest Transworld Skateboarding sales pitch. If you’re selling a product, they want your advertising dollars. Key selling points:
We know that there are a lot of options out there, most of which are new to the game yet claim to be everything skateboarding, but skateboarding is much more than footage filmed in a warehouse, or focus on the so-called core or elitist scene. Skateboarding has moved way beyond those walls, and TWS covers the gamut.
More than footage filmed at a warehouse? Well that’s obviously aimed at the Berrics, and core or elitist probably refers to Thrasher. Transworld appears to have the largest circulation, but they must be hurting a little. Transworld Business recently went to a subscription only format. In five years or so, they’ve gone from a free, healthy sized dedicated publication for the business of skateboarding down to a very thin one that combines surfing and snowboarding too, and requires a paid subscription. It’s only a matter of time before they pick up Kiteboardng too. It’s no secret I’ve got a beef with TWS, even though I used to be a subscriber. Actually, my biggest beef is with the staff at Business. I tried for a couple of years to get into their so-called free buyers guide only to be alternately lied to and completely ignored. They wouldn’t even come clean and tell me that I needed to advertise.
TransWorld SKATEboarding Awards, a franchise event that will also 2010 is here, feature the premiere of the 22nd TWS film, Hallelujah.
So they support skateboarding by hosting an event for the people in their magazine and selling videos. OK, I’m being a little cynical here, obviously. I support skateboarding because I sell skateboards.
So ask yourself, where is my budget best spent: on a selfserving Web site/magazine with a low subscription base, or with media partner that has the print numbers and a Web site that covers everything skateboarding, all while supporting our industry since 1983?
This selfserving web site and former print zine has only been supporting the industry since 1985. We have about a third as many people reading our pages (Unique vistiors in a month) than subscribe to TWS, all on .005% of the budget. Or less? I’m not getting cocky. I’m sure their web traffic dwarfs ours. Read the Skate Publishers Letter 2010. These guys know how to relate to skateboarders. Aside from SKATEboarding, They publish Yachting Magazine and run the Yacht Broker web site. Alright, I’m being pissy. I am formally suggesting that all true skaters should only buy products that advertise in what is obviously the only true skateboarding magazine, Transworld SKATEboarding. TransWorld SKATEboarding has been the largest, most progressive and most respected skateboarding magazine in the world for over 26 years.
P.S. I usually pick up a copy in the airport when I’m flying. Last time I did it was actually a pretty good read.
P.P.S. TWS once appropriated one of my posts without any credit. It was no coincidence, they read the post on S&A and asked me directly for the source contact.
P.P.P.S. I used to work for Times Mirror when they owned Transworld Business.
P.P.P.P.P.S. I relaize the irony in potentially actually helping their advertising sales by making this letter available to a larger audience, but I don’t care because that’s just how much I support skateboarding!
Bonnier Corporation (owner of Transworld) is an American magazine publisher owned by the Swedish Bonnier Magazine Group. It was formed in March 2007 by the merger of World Publications, Time4 Media and The Parenting Group and publishes more than 40 special-interest magazines.
With over 1,100 employees and more than $350 million in annual revenue, Bonnier Corp. ranks in the top 10 nationally among publishing companies.[1]
Bonnier Corp.'s parent company, the Bonnier Group, is a 200-year-old media company based in Stockholm, with operations in more than 20 countries, including magazine divisions in Denmark, Norway, Sweden, Finland and Spain.
The company also produces custom publications, television programs, websites, events and marketing programs.
Publications owned by the Bonnier Corporation include:
Kilwag always writes good comments. It's sad how much Transworld thinks they're SKATEBOARDING and yet they fail to realize there is a LOT more to skateboarding than ledges and rails.
In the same time period we received 89 million page views with roughly the same amount of unique views.
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Cαnnθn "If you want my secrets, you'll eat my sandwich!" skating since 1993
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More boobs in CW and I bet the numbers will increase...
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Cαnnθn "If you want my secrets, you'll eat my sandwich!" skating since 1993
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m. shugenvagen Says:
January 30th, 2010 at 2:34 am
CONFIDENTIAL
MEMO TO ALL STAFF OF THE FOLLOWING PUBLICATIONS:
Transworld (Skate, Surf, Snow, Ride BMX, Motocross and Business)
Working Mother, Conceive, Babytalk, Parenting
Fly Fishing in Salt Waters, Field & Stream, Yachting, Cruising World
SUBJECT: New Procedures & Policies
FROM: M. Shugenvagen, Chief Operating Officer
As many of you are aware, 2009 was an acutely difficult year for a number of the titles in the Bonnier Family. The recession, combined with a migration of print advertising to the web had an overwhelming negative impact on our cash-flow projections. Effectively immediately, the following new procedures are to be implemented. We know that these are challenging times but with your help and support, we are confident that we will emerge a stronger company.
1. In an effort to increase maximum production time, all staff will be expected to show up at work at 9:00 am Stockholm time. This equates to 3:00 AM for our East Coast staff and 10:00 pm for the West Coast. You will be expected to leave work only when it reaches 5 pm at your local time zone. Effectively immediately, the 40-hour work week, is now officially a “70-hour” week. We suggest buying additional cases of Red Bull and No-Doze pills.
2. We will be merging the following titles: Transworld Skate, Surf, Snow, Ride BMX and Motocross to form a new publication called Reaction Now.
3. Conceive will be merged Yachting and Fly Fishing in Salty Waters to create a new title called: Seaman.
4. We have terminated all the janitors. All staff of Parenting Magazine with children 5 years and older are required to bring their offspring to work at least three times per week for light cleaning duties.
5. Cruising World will be officially rebranded as a publication for all those skateboard companies marketing “cruisers.” We see a vast potential in this title.
6. As of February 1st, 2010, the cafeteria will substitute horse meat in all servings of meatballs.
On behalf of the management team, we thank you for your efforts in this trying time.
Sincerely,
Marcus
Marcus Shugenvagen – Chief Operating Officer Bonnier Corporation
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Don't forget guys...Endless clothing ads make the magazine...
Exactly, without skate magazines how do I know what shoes are good and whether a shoelace is still cool to use as a belt? How will I know which street deck will make me the best, how do I know which type of non street skater to call gay now? How will I both praise and deny sheckler at the same time? How will I know what to do!?
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Kilwag always writes good comments. It's sad how much Transworld thinks they're SKATEBOARDING and yet they fail to realize there is a LOT more to skateboarding than ledges and rails.
I second that Brian.........Transworld has never been anything more than a magazine full of ads with a couple articles.......and that is coming from someone who has been involved in skateboarding since before the birth of Transworld and Thrasher. Both of those magazines SUCK and contributed to the death of verticle skateboarding in the 90's....not to mention the fact they fail to recognize anything that has to do with downhill and/or sliding.
I second that Brian.........Transworld has never been anything more than a magazine full of ads with a couple articles.......and that is coming from someone who has been involved in skateboarding since before the birth of Transworld and Thrasher. Both of those magazines SUCK and contributed to the death of verticle skateboarding in the 90's....not to mention the fact they fail to recognize anything that has to do with downhill and/or sliding.
More like coming from someone from before the birth of Christ.
Transworld lashes out...and it ain't pretty
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