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.
328 Media Back to top328 Media is based in Lewes, Sussex. Titles include:
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4130 Publishing (Factory) TopPart 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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Action Sports Media (Factory) Back to topPart 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.
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Arcwind Publishing Back to topArcwind is based in Oxfordshire. Titles include:
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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 World Media Back to top DMG World Media is an international exhibition and trade publishing
company. Daily Mail Ski and Snowboard Magazine is published
from its Harrow offices |
Factory Media Back to topIn 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:
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. |
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Freestyle Group Back to topFreestyle Group set up in 1999. Titles include:
Its biggest brand is Boys Toys, a lifestyle-oriented gadgets title and retail website, founded in 1999. |
Future Publishing Back to topSpecial 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 |
Highbury (closed) Back to top Inherited Maximum Mountain Bike and Pro Cycling
when bought Cabal. Former closed and sold latter to Future. |
Huck Limited Back to topJune 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. |
IPC Country & Leisure Top Division of UK's largest publisher has Mountain
Bike Rider, Cycling Weekly and Cycle
Sport
in its portfolio. IPC controlled by AOL Time Warner, which also
controls Transworld (below) |
Media Cell (closed 2004) TopPart 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 |
Metropolis Back to topMetropolis 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 |
Network26.com (Mpora.com) TopExtreme sports portal run by Permanent Publishing for its titles and other publishers. Became part of Factory Media's Mpora.com. |
Orca Back to topBased in Newquay, Devon. Publishes three surfing titles:
The company runs an online shop selling surfing DVDs, posters, books and accessories such as boardbags. |
Permanent (Factory Media) TopPart 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.
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. |
Pitpilot Back to top British surfing magazine founded in 2004. |
Scuz Mountainboarding TopScuz 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. |
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. |
Transworld Media (US) TopTransworld 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 |
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| 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 | |
| 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) | ||
| 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 | |
| Pitpilot | Pitpilot | 2004 | |
| Quad | Transworld (US) | ||
| Ride BMX | 4130
/ Factory Media (9 a year) |
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| Ride BMX (US) | Transworld (US) | ||
| 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) | ||
| Ski & Board | Ski Club of Great Britain | 20,821 | |
| Snowboard UK | Freestyle | 1991 | |
| Snowboarding (US) | Transworld (US) | ||
| Surf (US) | Transworld (US) | ||
| Surf Europe | Action Sports Media / Factory Media(7 a year) | 1999 | |
| The Surfer's Path | Permanent / Factory Media (6 a year) | ||
| 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) | ||
| Wakeboard & Waterski | Arcwind (8 times a year) |
2002 | |
| 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) | ||
| Windsurf | Arcwind
(10 a year) |
1979 | |
| *Source: Audit Bureau of Circulations (ABC) | |||
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