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| Q&A: Michael Brooke - Publisher, Concrete Wave Magazine (7141 Posts)
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BIGGER text......cool....
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On 2/18/2004
Rene' PEPSI TEAM Carrasco
wrote in from
(66.81.nnn.nnn)
Miguel -
....I agree with Haim R. and Adam N. -
.......BIGGER TEXT would be cool !
.......that would make the C.W. Mag much more AWESOME !
.........[ and easier reading too ]
I started wearing reading glasses, BUT - - I'm sure there's other
Old School guys [and gals] that would appreciate that too !
I dig Surfer Magazine, but some of their text - talk about tiny -
I have to use a magnifyng glass ! Seriously !
Thank you sir - that is just my opinion.....the mag is GREAT !
* * Please say Hi! to PEPE' !
Check out Freestyle Photo's from the 2/15/04 "H.B. SKATEJAM" -
go to -
http://www.renecarrasco.com/_wsn/page5.html
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text vs photos
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On 2/17/2004 Haim R.
wrote in from
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I don't want to lose either the text or the photos. Hey Michael, here's your answer to getting over 100 pages without blowing up. If you increase the font size for us old geezers and space out the photos a bit, you'll ease the visual strain, continue to maintain the current quantity of eye candy and still be working with the same amount of content per mag. Ok, so you may have to let in one "major sell out advert" to cover the cost of the extra pages ;-) but think of how sore eyes you'd be saving.
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juice mag
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On 2/17/2004 matt
wrote in from
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according to their website.juice #57 will be shipped out 2-26-04.with 3 different covers available.after a year and 1/2 since last issue.its about time
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Danforth Interview
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On 2/17/2004
Mark C.
wrote in from
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I found Dan's interview not only entertaining but informatine as well.I liked readind about the Co's that he rode for etc.What excactly is someone looking for in an interview?For me...Concrete Wave has all the things...ads,interviews,updates,products,etc., that I'm looking for. Mark C.
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Shoes/Cabellero
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On 2/17/2004
Mark C.
wrote in from
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Cab bought a house or so w/ money from his Cab shoes.Possibly the most purchased shoe ever.Made Vans a mint!
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re; Tone
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On 2/17/2004
Brady
wrote in from
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Funny thing Tone, it`s just that simple...
Always hold your ground and people will respect that. If they see an asvantage to advertising in a certain mag, they will continue to do so.
In my buisness, all I need is to hear 5 customers say they found me through the Yellow Pages. FOR THE WHOLE YEAR OF PAYING THE YP BILL> and I get about 5 or more of those people a month.
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while we're talking money.........
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On 2/16/2004
richard marnhout
wrote in from
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while we are talking about money,hacketts' mentioning that he wears osiris adams shoes got me to wondering--- HOW do pro skaters get paid? does jay get a royalty from each pair of shoes/boards/etc. or is it a flat rate? when you consider that tony trujillo sells a sh#$load of shoes for vans is he raking in the long green?
rich
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Mags, ads and other stuff
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On 2/16/2004 Tone
wrote in from
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The problem with taking the cash from the big guys is that they want something in return. OK to begin with but the more they pay you, the more they want to dictate. So pretty soon what started out as a nice earn from Nike/Bud/Honda becomes the cash you can't live without. It's at that point that it becomes dangerous. Hypothetically speaking what would all of you do ? Say no to the money man, or shut up, take the cash and start writing spectatcular reviews of Nike shoes ? I understand that it might be about survival in a difficult business but it's certainly not a decision that I'd like to face.
T
Oz
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Text
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On 2/16/2004
Hamm
wrote in from
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MORE INTERESTING TEXT!!!!!
The Bill Danforth autobiography(can't call it an interview) was a long, dry read.
Informative:YES, Entertaining: NO
Should have been spread over 2 or 3 issues.
I have no problem with Bill Danforth the skater or the man and I am in NO WAY saying he isn't deserving of the coverage, because he most certainly is. Maybe the questions should have been different, or the editing more brutal, but it was just bland.
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eyes hurting
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On 2/16/2004
Adam
wrote in from
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Yes, the small fonts on colored backgrounds are torture on us 'more mature' riders' eyes, even with my reading glasses.
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CW Pics v type
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On 2/16/2004 michael (octane)
wrote in from
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The feedback I get in the UK is that the readers DEVOUR the mag. Its a sit down (often on the bog) and read mag.
The design of the pages is not a vital issue, its the content thats more important than fancy design. Mind you I personnaly loved the page that was just a shot of pool manu's logo.
people look forward to this mag in a way that other (UK) skatemags cant even come close.
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eyes hurting
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On 2/16/2004
michael brooke
wrote in from
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so, what you're saying is more photos, less text.
anyone else want less text and more/larger photos?
if so, speak up...
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Why Nike will never be in CW.
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On 2/16/2004 My Eyes Hurt
wrote in from
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OK, until the "Staff at CW" start getting paid for their work in getting the magazine, there won't be the big Ads we see from Nike or any of the other major skateboard shoe manufacturers.
The difference between Surfers Journal and Concrete Wave is still polish. I know you are working on it Michael, but the best layouts are the Photographer Portfolios. There is way too much text to be read at that dinky font size. Not to mention ugly font.
Better start hitting up the Tattoo parlours for advertising. Or step it up.
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Ads
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On 2/16/2004
-JC-
wrote in from
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David, now that Nike owns Converse, Steve might be able to work out that hundred large. ;-)
As far as the "corporate sponsor ads" go; if Nike sponsors a race, advertise the race. The little frikkin' swish emblem can live at the bottom with the rest of the promoter logos. You don't have to focus on a company to advertise a race.
Organizers; take the money and ride! But, as David said, do it on your own terms.
TimeShip would love to be able to afford our own timing system (something wireless, with multiple-racer compatibility), and if some suit wanted to "help out" we would definately sit down and talk. But we wouldn't just hand over the keys to the rocket. We built it, we own it, and we're proud of the grass-roots foundation.
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i am motivated...
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On 2/16/2004
michael brooke
wrote in from
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for those of you who don't know, I struggled for 16 years through 10 different jobs trying to figure out what the hell i should be doing for a career.
i worked in the music business, office/printing equipment business, magazine advertising and finally it hit me....skateboarding.
So, i am on fire with this and when I am not with my family, all I do is CW.
I no longer have a 1 hour commute (each way!) to work, I can put all my time into skateboarding practically. This feels great.
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vacation
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On 2/15/2004 Brady
wrote in from
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Uh, Mike - you taking a day off this year?
Whatcha doin the sunday after next?
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Yeah...what he said
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On 2/15/2004
Mike Moore
wrote in from
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Right on.
But, can you send me some corporate goodies anyway....
Kidding.
100% 24-7-365.
Proud to be a lifer.
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1/2
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On 2/15/2004
Brady
wrote in from
(68.156.nnn.nnn)
Michael,
Email me directly about pricing of a 1/2 page ad. I have a Pest Control buisness that is SKATER owned...
Seriously, I hear you 100%. I was probably jsut airing out my owm beliefs on the subject. After 45 yrs, words like selling out seem silly. But I can appreciate your stance.
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hidden truths...and why ILB closed
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On 2/15/2004
michael brooke
wrote in from
(209.29.nnn.nnn)
Hackett and Brady, excellent posts...
let me begin by answering Brady's question first...why did ILB close? Well, I closed it. I realize that trying to run skate mags was too difficult. The other thing was that ILB was too focussed. Sure, it occasionally ran old school stuff and slalom, but its emphasis was longboarding. I think realistically, there just wasn't enough ad support...perhaps too ahead of its time.
The other thing is that ILB was right for the time, but wrong for what's happening now. Compare the last issue of ILB (this was after 3 years) with the current issue of CW...that's our 9 issue. The bottom line is that making CW a broader based mag we have a stronger mag.
Now, onto the whole idea of not allowing non-skate advertisers. This is going to be a rather rambling answer, but it is at the core of the mag.
Let me first say that I would love for Honda or Nike or Bud to put some money into a bowl riding event...or a slalom championship. I have nothing against that. But where I draw the line is with my own business. I have told many of you that the basis of this mag is SkateBoarder circa 1978 combined with Surfer's Journal. This means lots of variety with high quality images and stories.
We are on our way...but still have a long way to go.
The point is that Surfer's Journal is 120 pages. It's always been 120 pages. Less is more sometimes. I don't need to create 160 page mag. I really enjoy writing and editing. I like coordinating writers and photographers. I feel that at 100 pages, I have a handle on things. After 100 pages, my guess is that things would require more staff and ultimately more stress.
Let me go a little further into explaining how ad agencies work. Firstly, they don't pay very quickly. This is not a problem if you Time Warner or some other media outlet... but if you are a small guy like me, 120 days without getting paid is a BIG pain in the ass.
More importantly, I don't want to go down the road of Value Add...What's value add you might ask? Well ad agencies who place ads on behalf of their big corporate clients expect big favors. What can this mean? A lot of really things that blur editorial integrity...For example, if you take a whackload of money from a big corporate sponsor, do you think their agency is going to be happy with an article entitled "rage against the marketing machine"?
What happens if I start taking money from a drug company that makes an arthritis pill? The agency would probably demand some sort of editorial...
Now, I am very happy to promote the living hell out of skateboarding and skateboard companies...whatever it takes to move the ball forward. Our readers expect skateboarding. I just don't know if I want to give up precious editorial space to appease a non-skateboard company. Actually, I do know. and the fact is that I don't want to give up editorial space to appease a non-skate company, no matter how much they are willing to throw at me.
I am about 6 pages away from acheiving my goal of 100 pages. Are there 6 pages of advertising out there from skate companies. Yes there sure are! Will it take a bit more time to get them? Perhaps, but I am very comfortable at 84.
In summation, you have to understand that my view on size with respect to a niche magazine can be summed up like this...if you are a big beach ball, one prick and you burst...if you are a ball bearing-then you are compact, strong and
lethal.
cheers
michael
ps there's still 1/2 page space or so in the April issue..!
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ad nauseam
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On 2/15/2004 Brady
wrote in from
(68.156.nnn.nnn)
Michael,
I fully understand the gargantuam task you have on hands with your mag.
But let`s talk what ifs...
What if Budweiser wanted a full page ad in a monthly skate magazine that appeals to our demographics.
What if they also wanted that ad to be in a 2,000,000 publication.
And what if they were willing to pay an amount equal to the entire cost of putting out a monthly mag of 2 mils?
Would you say no?
OK, so I don`t drink Bud (maybe Natuarl Light to nurse a dog) but my point is you are saying no to what may make your mag even better and seen by more people. Which in effect would allow more advertisers and more revenue. As long as you kept the core concept intact, and kept those ads within reason (definately no feminine hygiene products) then I`d still buy the mag.
I tell you what, I`d rather see your mag get bigger with more ads were you have to hire people to do some workload, then see you burnout and close down the mag.
BTW, just why did ILB close thier doors ??
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CORPORATE SPONSORSHIP
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On 2/15/2004
HACKETT - BLACK LEATHER RACING
wrote in from
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Good topic. What do we do about corporations that want to validate and promote
their products with skateboards/pro riders/the skateboard lifestyle...
WE TAKE THEIR MONEY!
Why not? As long as the agreement and relationship is mutually respectable
and both parties can see measurable benefit from the deal- that's just good
business. Will these corporate sponsors be in it for the long haul like some
of us "lifers"? - who knows! Maybe. Maybe not. As a Skater for Life, and Creative Director; I will tell you that if any of these "Suits" want to play ball, it will be leaning towards our terms more than theirs. We will decide how we will be portrayed, or represented. Not them.
I rode for Nike back in 1978/79 season, along with Alva, Shogo, Jay, Valdez, Olson, and I think even Saladino. We got paid well, and a ton of leather Nike
Hi tops that we dug...until we discovered Converse Chuck Taylor Hi tops. Much cooler. I still dig um; but do they sponsor skateboarders? No. Why not? Because they don't need to! You all wear Chucks to look punk. They got you. And they don't care! They should give oLsOn 100 large a year just for wearing them. But
do you think they even know he exists? NO! That's how LAME some of these corporations are. They are run by talking heads without a clue...sad, sad, sad...
Let's get back to Nike though...they are a good example. Recently, they signed Bob Burnquist and a super hot "Street" skater for big bucks to give them credibility. OK, so Bob's a professional. One of THE best and certainly the most gnarly. (next to Danny Way, of course) But now, with this "paid for" credibility they decide to get into every hard core surf and skate shop (did I mention, Nike also bought Hurley surf wear and Savior shoes)and convince the owners of these shops to display their goods right next to skater owned shoe companies like Etnies, Osiris, DC, Audio, Fallen, and the many others? How wacked is that? Can they do it? Of course they can. It's all about $! Will the shops suffer? HELL YES! Those relationships they had with all the real core skateboard shoe brands will remember this. They might even decide to start selling to the shop down the street from these shops who begged for exclusivity...things could get ugly. And where does it all stop? We have seen through the years many corporations treat us as a fad, a game, a toy, or when they do embrace us- A JOCK SPORT! It sucks.
Let it be known; that if a big corporation wants to throw money your way and add to the skateboard market and industry...TAKE IT! - But make it be on YOUR terms.
Trust me, they WILL NOT be there for the long haul. Only SKATER owned companies will be there and support us, our causes, our magazines, our events, and our lifestyles...that's why I ride for Osiris shoes, and so does Jay Adams. We know who owns, designs, and operates that company, and they are down to skate for LIFE!
As far as this relates to Concrete Wave, I think it's great we don't have to look at a bunch of under arm deoderant ads and all...as long as you can keep it core that's great. But, remember we are in America, and everthing has a price. Even Thrasher (who built their reputation on being core) runs ads that should not be in a skateboard magazine. Why? I don't know...maybe for the same reason Martha Stewart sold her shares of imclone stock before she was legally allowed to...
ps- Black Leather Racing is now in negotiations with the ICBF (Irish Cattle Breading Federation) for an undisclosed annual sponsorship package that looks to be VERY lucrative. They breed the toughest, hardest drinking and meanest bulls in the world at their Bull Performance Test Centre located in Tully, Co. Kildare. For more info go to: http://www.icbf.com/
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Blank
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On 2/15/2004
dC DuNceCap gUy
wrote in from
(68.49.nnn.nnn)
oh man, I left the 2nd "d" out of responded, not once but twice....I think I need food
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response
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On 2/15/2004
Anthony
wrote in from
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Uh, I responed to you Jack, but like a dummy, I responed in the SLALOM forum.
Just got in from a downhill drafting session with Doug Dupin and I'm jacked and all over the map right now! Pardon the confusion....
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back to sausages...
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On 2/15/2004
michael brooke
wrote in from
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Jack, you raise a good point, but I'd like to go back to my statement and qualify it. If Billy's event brings out 10 people and 100 spectators, and we decide to run a story on it, we'd do it. However, if the Worlds brings out 100 entrants and 1000 spectators, we'd also run a story on it as well...however, due to the fact that the World's is a larger event, it will get more ink. Pure and simple.
The reality is that we cover both small and large companies. I am not afraid to cover corporately sponsored events...they are important. But I am not going to increase the size of the magazine in pages (to say over 120 and 8 or 12 times per year) just to fit in more non-skateboard companies. This is a sure path to blowing my brains out.
As I said, I have already written to Pepsi encouraging them to support slalom, bowl or pool skating contest.
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Nike - Corporate Sponsored Events
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On 2/15/2004
Jack Smith
wrote in from
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Michael, you know how much I enjoy and support "Concrete Wave", but I must comment on your recent post where you state;
"We'll cover events that are corporately sponsored, but only after we've covered independent events."
So, just for grins, let's say that Nike is the sponsor of the 2004 World Slalom Championships. During the same time frame there is another slalom race sponsored by "Billy Bob's Skateshop". So there you are at crunch time, you have only enough editorial space to cover one of the events...the Worlds coverage would have to bumped according to your editorial policy.
Sorry Michael, I can't support you on this.
Hey Anthony, if you decide to pass on having your event associated with Nike, tell them to contact me. I would love to have Nike as the "Title" sponsor of the Worlds.
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