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| Q&A: Michael Brooke - Publisher, Concrete Wave Magazine (7141 Posts)
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word up
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On 2/15/2004
Anthony
wrote in from
(68.49.nnn.nnn)
Ha! You guys weren't holding hands were you?
I had to give you a best of....
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"traipse"
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On 2/14/2004
Arab
wrote in from
(65.28.nnn.nnn)
The last time I heard the word "traipse" used.........
My grandmother was yelling at my brother and I
"Would you damn kids stop traipsing thru the house"
I would rather see Preparation H ads in CW then see that word used in its pages!
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Pay up!
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On 2/14/2004
Anthony
wrote in from
(68.49.nnn.nnn)
Hey Arab, you bet!
The one chip we have in DC is that we've done it three times without their help. If they want to get involved they will have to pay for past transgressions that I won't have a problem reminding them of. It's simple as that.
My promoter friend has no idea that skaters and Nike don't hold hands and traipse thru the daisies, but to him Nike is a big score. That's simply due to his culture and community. In that regard, Nike would seem like a perfect fit.
And Nike probably takes it for granted that if black folks come out to watch skateboarding or even participate, they'll be wearing Nikes.
It's one thing to try and woo skaters to the brand, but to lose any portion of the African-American market to Van's, DC Shoes and Etnies would probably be their worst nightmare. I'll be sure to remind them of that.
I hope something does come of this, because if it does, skaters will be getting paid.
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100% sk8boarding
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On 2/14/2004
Brady
wrote in from
(68.156.nnn.nnn)
I don`t get it? You guys are spouting off words like "sell-out" and "establishment" like they are a bad thing. I don`t see how ad dollars can take away from a mag being about 100% skateboarding? As long as the editorial content stays the same, then the mag stays the same.
Now maybe we don`t want to see pimple cream ads in there but I think your core readers don`t need it. Neither is some poofy hair goop either.
Some ads about things I use (and sometimes while skating) is OK with me. I may be wrong but to me, that`s the american thing. Make money and enjoy your success.
I remember saying I would never be for war when my brother came home in a box from Viet Nam. Now, I sadly agree, that there may be times it is necessary.
I remember saying I will never work "for the man". Heck, now I have employees.
So as long as Michael stays the way with his promise of 100% skateboarding, in the types of skating WE want to see, I see nothing wrong with advertisments to pay for such coverage. Be it sponsorship or ad dollars. As long as they are within reason.
Advertisers I wouldn`t mind seeing...
Beer,
Cars,
Clothing (sk8 fashion of course)
Beer,
Sunglases,
Skateboards (da?)
Beer,
Trucks,
Other sports like snowboards, surfboards, etc..
Did say BEER?
Seriously though guys, tomorrow I turn 45. I`d love to "sell-out" to the "establishment" as long as if wasn`t at the cost of my dignity, pride, are harmed any others such as my family or friends. That`s AMERICAN as apple pie!
So if Michael wants to have advertising dollars add to what he is already doing, maybe lower the cost of the mag, make it bigger, and maybe monthly, I see no problem with. He just has to keep a rein on it and keep his core focus. And I`m sure it will be a success.
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sausages and magazines....
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On 2/14/2004
michael brooke
wrote in from
(209.29.nnn.nnn)
You know, sometimes magazines and sausages are very much the same...
they taste great, but you don't want to see how they are made!
There are so many issues at play here...I would very much like someone like Pepsi to put their money into a slalom event or pool contest. I have even responded for them to that.
The truth is however, the world of sponsorship and marketing is very different when you and I were younger....The Pepsi skate team is something I have fond recollections of...I am glad Pepsi did it.
On the other side, I worked in the music business when it was confronted by corporate sponsorship. Anyone remember Neil Young's "This Notes For You"?
I guess the point is that I can't rail against sponsorship in one issue (see vol 2 no 4) and then accept ads in another. Concrete Wave stands for change, acceptance, variety and most importantly - accountability. Accountability to both readers and advertisers. It's easy to fall into a trap of greed....and you get blindsided by hypocrisy...I refuse to do this. I am a skater who became a publisher, not a publisher who runs a skateboard magazine.
I will not make Concrete Wave bedsheets (yes, I have been asked to, honest) and I firmly believe that I can hit 100 pages without wavering from 100% skateboarding.
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I like both 1) & 2)
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On 2/14/2004
SamG
wrote in from
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Michael, thank you for the considered reply.
I agree with Arab.
There is a huge difference between being established (as is DP) and part of the Establishment. A long history in a single field generates familiarity and shows a certain reliability or consistency of performance. A sponsor is more likely to approach a known quantity for commercial reward than an unknown, for fear of the latter being an opportunist 'fly-by-night.' Skating, to a corporate sponsor, in sporting terms, is not as predictable or reliable as a team structure and because of it's individual, diverse, often character-driven nature is therefore more typically addressed on the 'lifestyle' approach. Skaters do not fall into a typical marketing group.
Why approach? If and when it does, the corporate sponsor effectively changes to become 'part of' skating, be it short or mid-term and is therefore integral to the sport. Not the other way around. It is up to the skating community to use the influence or capital thrust thereupon to positively affect the greatest number. Sponsorship should benefit both parties if both are switched-on when the initial deal is made. The same goes for advertising. Mark and Pauliwog has it right through the suggestion of changing the relationhip to suit one's needs.
All money is tainted at some level. It's best to make what heads your way work towards your ultimate goal in a way that suits. The 100 page issue is something to which I will look forward with regularity.
Concrete Wave IS different and remarkable.
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what makes Concrete Wave Different?
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On 2/14/2004
michael brooke
wrote in from
(209.29.nnn.nnn)
I think the bottom line for me is that ever since I started Concrete Wave I have strived to make a truly remarkable magazine. CW is known now for two reasons...
1) what's in it
2) what's not in it
I feel that by keeping 100% skateboarding (products and editorial) that I will send a very clear message that the magazine is different. We'll cover events that are corporately sponsored, but only after we've covered independent events.
Remember folks, 100 pages...that's about all I can handle. I would rather make a 100 page remarkable magazine filled with incredible images and stories than a 160 page mag that was only so-so in some places.
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Big Money
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On 2/14/2004
Arab
wrote in from
(65.28.nnn.nnn)
Anthony-Take the money and laugh the whole time doing it!
Duane Peters and I had a conversation last year about being a "sell out", Some dork from a magezine called him a sell out, far from it! DP has put his time in, there is kids that are less then half his age making more money in one year skateboarding then he has made in a lifetime skateboarding, whos the sell out?
DP said theres no reason he has to get on stage and tap dance like a monkey with a music box and not get payed for it!
As far as advertizing in a mag goes, What does Clarol or Zit B Gone have to do with Skateboarding? Pepsi in the 70's promoted and did demos for skateboarding all over the country, I would have no problem letting Pepsi advertize in my mag, look at some of the guys that rode for pepsi, the list is unbelievable, Jay Adams, Jesse Martinez, The Carrascos, Greg Ayers, Doug Schnieder, etc etc, the list is pretty impressive. If a company is putting money into promoting skateboarding and not just their company, then I say, let em be a part of it.
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Contest with Nike
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On 2/13/2004 Pauliwog
wrote in from
(64.5.nnn.nnn)
Hmm, that's a tough one. I'd talk with the town politician guy and see if ke knows about the ethical reasons to not want Nike (exploitation on many levels), he might change his mind. On the other hand, if he really wants Nike, possibly get more locals from his side of town who are on city councils and find things that the community needs $$$ for and make up a contract that holds Nike to put up $$$ specifically earmarked for such needs/projects/benefits as well a promoting the race and paying $$$ for the pros (if there's a pro division) and gifts for the amatuers (and/or whatever else you want out of it). That way skaters don't get left out, skaters look good for attracting the $$$ the community needs, the politician and city council delivered to their constituants and big "philanthopist" Nike has to foot the bill for all of it. Of course there are still ethical reasons to argue against this plan but at least it makes Nike foot a big bill from it's rediculously unscroupulous profiteering. Just my two cents - Paul Howard
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selling out
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On 2/13/2004
Mark McMullen
wrote in from
(66.82.nnn.nnn)
To build on what folks are saying here about big money sponsors, I think it's up to us, the skating (and surfing) community to create new relationships with potential sponsors. Educate them on our goals and objectives and challenge them to break the typical sponsorship models.
The main problem with the Nike's and ESPN's is that their corporate structure stacks the deck- e.g., LLC, stockholders, profits- so their focus and efforts funnel into that, at the expense of everything else. People get screwed along the way. They set up the game to vacuum as much $$ out as possible. (Uh, is ANY Nike s#@! made anywhere but Asia?)
Maybe there is a NEW model we can create. All I know is it won't be easy or quick, but will be worth it in the long run.
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selling out
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On 2/13/2004
Anthony
wrote in from
(68.49.nnn.nnn)
That was a very good question.
I just ran into a related dilemma.
Many of you may be aware of the downhill races we've had in DC the last few years. Totally do-it-yourself, no-major-sponsors type of events. Our race is held in conjunction with a huge neighborhood festival in a hip, gentrified part of town. Nothing too edgy about the course or the scene.
Where I train on the other hand, is on the other side of town, in the middle of the ghetto.
Simply put, it's where the hills are.
And avoiding terrain for any reason, pretty much goes against the ethics of true skaters.
Having said that, we've been encouraged by local residents and political leaders to have some sort of gravity event in this part of town.
I've been working with a black promoter who is super stoked on the possiblity and has been working hard to make this happen in a big way with "real" sponsors.
Here's the problem:
He just called me from LA where he met with a director for (gulp!) Nike.
My buddy is all stoked because the guy seems interested but my heart friggin' sank.
So guys, what should I do? It's kinda hard to tell this guy to not pursue it.
Obviously, If they wanted to play, I'd make 'em pay bigtime.
But that could still get me tarred and feathered from the tribe....
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in answer to you...
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On 2/13/2004
michael brooke
wrote in from
(209.29.nnn.nnn)
I do feel like answering to this, because it might one day come up...
Let's say a certain soft drink company decides (again) that they want to advertise in Concrete Wave. But instead of some ad placer at the agency, I get through to the marketing folks. Let's say these people agree to sponsor a bowl series, a slalom series, or god forbid, a skate team!
I think we would cover this event but I don't think I need to take the ad dollars. Am I crazy? No, the reality is that I am about 8 pages away from hitting my goal of 100 pages. The magazine is a nice read at 84 pages....and another 16 will make it even nicer. Beyond this however, I think my head will explode.
So, if car companies, soft drink companies and insurance companies suddenly start sponsoring bowl riding or banked slalom events, I will be pleased...but it won't really change how I feel about the magazine. I really want to make readers happy and ensure that the core skate advertisers (from 1/8 page to full page) are in an environment that is 100% skateboarding.
So folks, am I nuts? Or does this make sense. 100% skateboarding means 100% skateboarding.
Back to you...
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Devil's advocate
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On 2/13/2004
SamG
wrote in from
(193.203.nnn.nnn)
Michael, I appreciate and understand the continued effort to make Concrete Wave '100% Skateboarding' from editorial to advertising. It is hugely commendable and one that should be maintained. However, the approach to the latter confused me a little. If, for example, 'Pepsi' were to sponsor a bowl or slalom series as was not untypical in the seventies, would the company be allowed to advertise in the magazine? In other words, 'Pepsi' logos might feature in the back of extreme skate shots and therefore make up an integral part of the image, however, as part of the skate scene by association rather than by direct manufacture, the company would be negated from developing its skate investment through the printed media. Such a situation would be beneficial to neither party. If the company presented an advert that included material about the hypothetical skate series rather than a celebrity endorsement shot, would said advert then be considered for publication? It would seem rational so to do.
No need to answer. The above is more of a musing rather than direct question. And I have nothing to do with Pepsi except for a sticky lip and frothy palate.
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Whatever it is we're talking about now
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On 2/12/2004 Pauliwog
wrote in from
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Yeah, what those guys said! 'Goes double for me!
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Declairation of Love
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On 2/12/2004
Indelible
wrote in from
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Michael,
I really enjoyed issue 4. This is a quality magazine thank you for putting it out.
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Tone nails it
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On 2/12/2004
michael brooke
wrote in from
(209.29.nnn.nnn)
Yep, that's it exactly. Our own world. Documented by us. Supported by us.
I am not selling to Larry Flynt. Ever!
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New issue
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On 2/12/2004
Lenny
wrote in from
(152.163.nnn.nnn)
Got the new issue in yesterday's mail!! It looks great and came just in time for parent/teacher conferences!! I think, also, I have a new favorite quote, "my future's as uncertain as Robert Downey Jr.'s sobriety," by Roger Mihalko on pg. 70.
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She's gonna blow.
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On 2/11/2004 Tone
wrote in from
(144.138.nnn.nnn)
Feels like longboard surfing did 10-15 years ago. Now there's fat middle age crew on em everywhere ;-)
The kids hate em and the mags and media have kinda lost the plot, really going overboard with the whole nostalgia thing. Kinda like "back then" is the important part. Sorry guys. Now is the important part. Just so happens that in longboard surfing and old school skateboarding we look to the past, present AND future.
It's where it's OK to wear last years shorts instead of buying a new pair for $75. It's where the ebb and flow of pure fashion stops ruling clothes and equipment, and people start to look at the big picture a bit more and decide for themselves. That's why it is important - it's about free thought. Knowing who you are and not needing some surf dick in whatever the latest gear is lead you by the hand to the surf shop (that probably doesn't sell ANY equipment) so he can fleece your Mastercard.
Big issue is not to let the media take away what we started so they can repackage it and sell it back to us. We do it for love. They do it for money. That's not to say that there's no room for some mags and stuff. Just beware when the mags are bought by a publishing company that also puts out a tabloid, a car mag and whatever else. At that point we have just become a "demographic".
First choice should always be stuff produced by skaters, for skaters. CW has energy now for that very reason I think.
My two cents anyway.....
T.
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YOU RULE!
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On 2/11/2004
Joe Clement
wrote in from
(68.76.nnn.nnn)
I just got the new issue of Concrete Wave - Warren Bolster as Associate editor! You've created a dream. You amaze me with each issue. Keep up the great work....
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reply to the force
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On 2/11/2004 matt
wrote in from
(209.240.nnn.nnn)
thats cool.just dont peak too soon or get burned out.BREAKOUT surf mag in early-mid 80s pushed the envelope too many times and folded around 1988.it dont come easy.
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the force....
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On 2/11/2004
michael brooke
wrote in from
(209.29.nnn.nnn)
is it me, or is thing about to blow WIDE open?
I honestly think that we are on the edge of a major breakthru.
i am staring at 330+ boards in the buyer's guide...330!!!
90 vendors! and we've listed over 400 shops!!!
there is HUGE momentum here folks .... i don't just feel it...I see it.
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skate shop list
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On 2/10/2004
mike rogers
wrote in from
(68.215.nnn.nnn)
hi michael brooke i have the cw for the shop looks really good but . in the skate shop list we need to put in the phone number 561 963 1436 and the website mr1skateshop.net. thanks for all your support M.R. skateshop
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female skaters
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On 2/10/2004
michael brooke
wrote in from
(67.71.nnn.nnn)
send slides to address in magazine
pools, banks, ditches, parks....
thanks
michael
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photos
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On 2/10/2004
Sasha
wrote in from
(67.74.nnn.nnn)
Hey Michael,
Just a quick question for ya. I read your post a little bit ago about request for girl skate photos, so wondering if you would prefer pools or street, scanned or mailed. Thanks so much, Sasha
p.s. The latest issue is KILLER!!! You rock!
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Missing Mag
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On 2/9/2004
Dan Murray
wrote in from
(205.188.nnn.nnn)
Steve in Delray (a few towns north of me) got his CW Saturday.
Carlos in Sunrise (a few towns south if me) got his CW Friday.
Mine still didn't come today.... waaaaahhhhhhh! I want my Concrete Wave!
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