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Extreme
sports magazines
The extreme sports sector - which includes BMX biking, trials biking,
kitesurfing, mountain biking, skateboarding, snowboarding, surfing, windsurfing
and adventure sports such as canyoning - in the UK is dominated by smaller
publishers that were started by enthusiasts. It is also called 'action sports'. One area the big publishers
control is mountain biking, where Future and IPC have the biggest-selling
titles. Some publishers have international arms in France, Germany and the US. Few of these titles are more
than a decade old. Some older titles cover extreme sports, for example,
Ski & Board, published by the Ski Club of Great Britain,
covers snowboarding, as does Daily Mail Ski & Snowboard Magazine.
Most titles do not have ABC figures because their sales are too small
(under 30,000). Some publishers quote
readership (readership explained)
rather than sales. Sales may be higher outside the UK
than at home. It is estimated that about 800,000 people regularly take part in action sports in the UK.
There has been consolidation in the extreme sports sector, with, for example, Dig BMX being taken over by 4130 in October 2005. Then, in 2006, 4130, Action Sports Media and Permanent - which had been co-operating in backroom activities such as distribution and a central web portal - merged as Factory Media. However,
given the alternative lifestyles of their creators, there is a danger
that such titles may not thrive in corporate environments. 4130 took an arm's length approach to Dig BMX with staff still running
the title from Glasgow. Big UK event of the year for extreme sports is NASS in July.
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328 Media is based in Lewes, Sussex. Titles include:
- Kiteworld May 2001 launch as a worldwide kiteboarding magazine. Distributed in more than 60 countries, six times a year.
- Kingdom for inline skaters.
- The Boarder for board riders.
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Part of three-way merger that formed Factory Media in December
2006. Based in Dorchester, Dorset. Titles include:
In April/May 1999, 4130 Publishing launched a short-lived music/men's
lifestyle magazine called Level,
with the editorial based in Brighton under Chris Quigley.
Also publishes videos and DVDs such as No Front Teeth and Transworld
Motocross. 4130 is a type of steel used for bike frames. Chromium and Molybdenum
are added to increase its tensile strength.
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Part of three-way merger that formed Factory Media in
December 2006. ASM had its head office in London with editorial offices in Munich,
Germany and Anglet, France, two big action sports regions. ASM has a pan-European business model whereby all its titles are
published in English, French and German and distributed in 74 countries.
- Onboard:
launched in 1994. Claims to be Europe's best-selling snowboard magazine.
Available in English, French, German, Spanish and Swedish, and under
licence in Russian
- Surf Europe:
launched in 1999. Published seven times a year in five languages: English,
French, German, Spanish and Portuguese
- Kingpin: launched
in November 2002. Covers European skateboarding, lifestyle and culture.
Four language editions, nine times a year: English, French, German and
Spanish
- Cooler (quarterly):
surfing for women. Launched summer 2005
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Arcwind is based in Oxfordshire. Titles include:
- Inline Skating
- Kitesurf 6 times a year since June 2001
- Powerkite 6 times a year since June 2003 for people
who fly sports kites
- Unity
skateboarding title eight times a year
- Wakeboard
& Waterski 8 times a year since June 2002
- Windsurf
published 10 times a year. Launched 1979. Has a digital subscription
for £21 ($38) compared with £30 for the print version
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Cornwall & Devon
Media Top
Cornwall and Devon Media is part of the Northcliffe local newspaper
group, which in turn is owned by the Daily Mail & General Trust
(profile), owners of the
Daily Mail. CDM publishes five weekly newspapers in the
two counties and runs websites, such as Cornwall
Today. It took over Wavelength, the UK’s longest
running surfing title, in 2004.
DMG profile |
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DMG World Media is an international exhibition and trade publishing
company. Daily Mail Ski and Snowboard Magazine is published
from its Harrow offices
DMG profile |
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In December 2006, Factory Media was formed as a holding
company for the merger of three specialist
sports publishers: Action Sports Media, Permanent Publishing
and 4130 Publishing. The merger brought together 12 UK
titles,13 international editions
and 13 websites, including:
- Dig BMX (4130)
- Dirt Mountain Bike (4130)
- Document Skateboard (4130)
- Moto (4130)
- Ride BMX (4130)
- Cooler (ASM)
- Kingpin (ASM)
- Onboard (ASM)
- Surf Europe (ASM)
- The Surfer's Path (Permanent)
- Sidewalk (Permanent)
- Whitelines (Permanent)
In March 2007, Factory Media launched an extreme sports portal, Mpora.com, with sections based around the magazines' contents: snowboarding, skateboarding, surfing, BMX, motocross, free skiing and mountain biking. This was followed by a TV channel in 2008 and an extreme sports section on Yahoo Eurosport. In that year, Factory Media bought AdrenalinTrip.net, a snowboarding and motocross website, and SurfCore.net, which focuses on surf forecasting.
In August 2009, Factory bought Boards, a windsurfing magazine and website boards.co.uk.
4130 profile
ASM profile
Permanent profile |
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Freestyle Group set up in 1999. Titles include:
- BMX
Rider (closed) monthly founded in 2002
- Paddles monthly founded in 2002 for adventurous kayakers
and canoeists
- Scuba
World (closed) monthly founded in 1972
- Snowboard
UK eight issues a year (September-March). Founded in1991
Its biggest brand is Boys
Toys, a lifestyle-oriented
gadgets title and retail website, founded in 1999.
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Special interest publisher launched Mountain
Biking UK and What
Mountain Bike; bought road racing title Pro
Cycling from Highbury in 2005. All titles accessed through biking portal, Bikeradar.com. US arm also has an
action sports division with consumer and online trade titles, such as Snowboard.
Future profile |
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Inherited Maximum Mountain Bike and Pro Cycling
when bought Cabal. Former closed and sold latter to Future.
Highbury profile |
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June 2006 launch for Huck, a five-times-a-year title
(later 6) devoted to board sports - surf, skate and snow - with music, film
and the arts thrown in. Second issue was in September. The title
is published in English, French, German and Italian. Distributed
in US. Available at Borders, Waterstone’s, Harrods,
Selfridges and selected newsagents.
In November 2006, the independent
publishers of music title Plan B, film magazine Little
White Lies and Huck announced a partnership to co-operate
on the commercial aspects of publishing. By the end of 2009, LWL and Huck were both published by Church of London.
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Media Cell (closed
2004) Top
Part of The Media Cell, which had a media sales division and a creative
agency. Published
Adrenalin with English, German and French versions of a
surf, skate and snow lifestyle title, butt this closed. Magazine with same title was published by Metropolis but since closed also.
Media Cell profile
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Metropolis was established in 1994 and has consumer
and business titles. These included Adrenalin, which covered music, art, literature, film and fashion for people who
surf, skate and snowboard. It was a quarterly and was first published
in autumn 1999 but it closed. It had English, German, French and Italian editions.
The title appears to have been used by three companies in recent
years: Alliance International Media (1997
launch); Media Cell (owners in 1999); and Metropolis
Metropolis profile
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Network26.com (Mpora.com) Top
Extreme sports portal run by Permanent Publishing for its titles
and other publishers. Became part of Factory Media's Mpora.com. |
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Based in Newquay, Devon. Publishes three surfing titles:
- Carve: surfing magazine published eight times a year.
Launched 1994
- Surfgirl: quarterly with Carve. Launched in 2002
- Threesixty: specialises in bodyboarding. Published
11 times a year. Launched in 1981. Claims to be Britain's longest-running
surf magazine.
The company runs an online shop selling surfing DVDs, posters, books and accessories such as boardbags. |
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Part of three-way merger that formed Factory Media in
December 2006. Permanent is based in Abingdon, near Oxford. It
was established in 1995 and set up a US arm in California in 2002.
- The
Surfer's Path claims to be the 'first (and, so far as
we know, the only) truly “green” surf magazine'.
UK and US editions. Six times a year
- Sidewalk:
monthly for skateboarders
- Urban
Climber: bouldering, sport and competition climbing,
and gym climbing. Six times a year
- Whitelines:
for snowboarders. Six times a year
Also ran Network26.com, a gateway to the above as well as two extreme sports titles from smaller publishers: Kiteworld (328 Media) and Dig BMX but this was merged into Factory's Mpora.com. |
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British surfing magazine founded in 2004.
Contact: Pitpilot, PO Box 441, Newquay, Cornwall
TR7 2XQ |
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Scuz Mountainboarding
Top
Scuz Mountainboarding was set up in 2003 'as a harmless
poke at the industry and the sport' by 'Welly and Andy W'. It planned
to relaunch as as a more mainstream glossy Mountainboard
in 2007. It ran websites www.mountainboardmag.co.uk and www.scuz.info but these were closed by the end of 2008. Contact address was: Scuz Mountainboarding Zine, Cardigan Centre, 145-149
Cardigan Road, Leeds, LS6 1LJ. |
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Ski Club of Great
Britain Top
Ski & Board, which is free four times a year to members
of the Ski Club of Great Britain, covers snow-boarding. The club
was founded in 1903.
Ski Club website
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Transworld Media is a US division of the magazine publishing behometh
AOL Time Warner, which also controls IPC (above)
in the UK.
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Extreme
sports titles (2005) Back to top |
Title
|
Publisher |
Launch
date |
ABC
sales
Jul-Dec 2008* |
| Adrenalin |
Media Cell |
2004 |
closed
|
| Adrenalin |
Metropolis |
1999 |
closed
|
| Adrenalin |
Alliance International Media |
1997 |
closed
|
| Business |
Transworld (US) |
1999 |
|
Carve
(surfing ) |
Orca
(8 a year) |
1994 |
|
| Cooler |
Action Sports
Media / Factory Media
(4 a year) |
2005 |
|
| Daily Mail Ski
& Snowboard |
DMG Media World
(5 a year) |
|
13,998 |
| Dig BMX |
4130 / Factory Media
(6 a year) |
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| Dirt Mountain
Bike |
4130 / Factory Media
(6 a year) |
1996 |
|
| Document Skateboard |
4130 / Factory Media
(9 a year) |
2000 |
|
| Huck |
Church of London/ Huck Ltd
(6 a year) |
2006 |
|
Kingpin
(skateboarding) |
Action
Sports Media
(9 a year) |
2002
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Kiteworld
(kitesurfing) |
328 Media / Factory Media
(6 a year) |
2001 |
|
| Maximum
Mountain Bike |
Highbury |
|
closed |
| Moto
|
4130
/ Factory Media
(6 a year) |
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| Motocross |
Transworld (US) |
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| Mountain
Biking UK |
Future
(13 a year) |
1998 |
45,681 |
| Mountain
Bike Rider |
IPC
Country & Leisure
(12 a year) |
1997 |
35,653 |
| Mpora.com |
web
portal run by Factory Media |
2007 |
|
| Network26.com - now Mpora.con |
web
portal run by Permanent Publishing / Factory Media |
|
see Mpora.com |
| Onboard
|
Action
Sports Media / Factory Media
(7 a year) |
1994
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| Pitpilot |
Pitpilot |
2004 |
|
| Quad |
Transworld (US) |
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| Ride
BMX |
4130
/ Factory Media
(9 a year) |
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| Ride BMX (US) |
Transworld (US) |
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| Scuz
Mountainboarding (Mountainboard from 2007) |
Scuz
Mountainboarding Zine |
2003 |
closed
2008 |
Sidewalk
(skateboarding) |
Permanent
/ Factory Media
(12 a year) |
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| Skateboarding
(US) |
Transworld (US) |
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| Ski
& Board |
Ski
Club of Great Britain |
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20,821 |
| Snowboard
UK |
Freestyle |
1991 |
|
| Snowboarding
(US) |
Transworld (US) |
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| Surf (US) |
Transworld (US) |
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| Surf
Europe |
Action
Sports Media / Factory Media(7 a year) |
1999
|
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| The
Surfer's Path |
Permanent / Factory Media
(6 a year) |
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|
Surfgirl
(free with Carve) |
Orca
(4 a year) |
2002 |
|
| Threesixty
(bodyboarding) |
Orca
(11 a year) |
1981 |
|
| Unity
|
Arcwind
(8 times a year) |
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| Urban
Climber |
Permanent / Factory Media (6
a year) |
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| Wakeboard
& Waterski |
Arcwind
(8 times a year) |
2002 |
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| Wavelength |
Cornwall
and Devon Media (11 a year) |
1981 |
|
| What
Mountain Bike |
Future
(12 a year) |
|
16,970 |
| Whitelines
(snowboard) |
Permanent / Factory Media
(6 a year) |
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| Windsurf
|
Arcwind
(10 a year) |
1979 |
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| *Source: Audit
Bureau of Circulations (ABC) |
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