Death by a thousand clips? Surf media now
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And coming up a little later on Wide World of Sports…”
Still stings doesn’t it? All those fruitless Saturday afternoons spent on the couch waiting for just the briefest glimpse of surfing on TV in a bid to satiate a thirst only briefly quenched by the monthly appearance of a couple of magazines.
Yes kiddies, no doubt you’ve heard it all before, but there was once a time when the presentation of surfing was so limited that, dig this, you could only pay for it.
But now? Baby…turn it off! The proliferation of surfing on the Internet has grown so exponentially that, go on, you can admit, you’re starting to get bored aren’t you?
But just like the loveless marriage seemingly headed for the rocks, is there hope for us yet? Can magazines survive and still fuel the stoke or has online “churnalism” and its endless supply of free content ruined it for us all?
“I reckon on the whole, surf media these days is closer to what it started out as years ago,” says 27-year-old freelance writer Jed Smith.
“I feel like when I grew up there was only a select amount of magazines you could read and the surf media became a product of the surf companies and lost its way. But it’s colourful and diverse again and I think the surf media landscape reflects that.”
Smith of course crashed onto the scene while writing for STAB Magazine and has gone on to contribute to pretty much every available magazine, website and now fronts his own surfing podcast, Ain’t That Swell and webisode series, The Pipeline.
And STAB’s founder, former editor, and creator of website Beach Grit, Derek Rielly, agrees the shifting, if not still slightly faulted, paradigm has loosened the shackles enough for surf media to inch back towards the DIY ethos it was founded upon.
“The sides of the tub are low enough for everyone to climb in,” says Reilly.
“Writers don’t need to somehow squeeze into a publishing house job anymore; photographers don’t need to shuffle around not to upset the established shooters’ ego for fear of their photos never being run.”
But the future of the humble surf magazine, he says, may not be the forgone conclusion the naysayers would have you believe.
“Mag sales are okay, though print runs, I’m guessing are way down,” he says. “Publishers only want to create a symbolic physical presence to put alongside their website. Ad sales have tanked. I’d guess 60 per cent down on a few years ago.”
Rielly says the jump from print to an online presence has been “Easy to a point,” but concurs working from a website is “Easier to make a mark, harder to squeeze a shekel out of the whole thing.”
But a pleasant by-product of the online presence, according to women’s tour writer Thea McDonald Lee, is its ability to ramp up the exposure for the girls on tour.
“It’s definitely made it easier to get everything out there, especially for females where coverage in mainstream surf magazines isn’t huge,” she says.
“It’s quick to produce and easy to spread around, links can be shared in an instant and it doesn’t require physically going to purchase a magazine. Online content is more likely to be seen by a larger audience, whether intentionally or not.”
And that exposure, says Thea, is paving the way for women to grace the pages of the once male dominated mainstream surfing magazine.
“It's getting there. The collective online voice of people, both men and women, who want to see more female coverage is filtering into the print media,” she says. “The girls are surfing to such a good standard that print media isn't just slipping in a small column to have some coverage, they're putting females on the front cover [Stephanie Gilmore on the cover of the recent Style Issue of Tracks].”
But with such a dearth of targets to hit, is it still possible for a writer to make a mark, please an audience and most importantly, make a buck?
“I think there is more money in the surf media now than there was in the ‘80s but individual photographers and writers are making less of a percentage of it,’’ says veteran surf writer, Nick Carroll.
“You really have to step out of the churnalism cycle to separate yourself from the pack these days. You have to write a really good book, step out into other areas of work, even deliberately restrict your work in the surf market (as I do) in order to emphasize its value.”
And like many, Carroll agrees the constant bombardment of surfing clips and edits is cheapening the feel somewhat, but it’s still up to the consumer to decide what, and more importantly, what not to view. “I find churnalism boring as fuck (and) I see the problems with start-ups and with media proliferation, but I also enjoy the wide range of voices in surfing now, if many of them aren’t much good, so what?” he says.
“Some of the people writing about surfing now are fascinating, intelligent and have views wildly different to mine, and I love that.”
And like Rielly, Carroll isn’t ready to give the printed word last rites….just yet. “Print surf media has experienced a bit of a sales rebound in the past 18 months."
“Printed books were also given the last rites three or four years ago to be replaced by substitutes like Kindles or e-books. But it hasn’t happened. I think people really like the feel of paper and the ability to carry around a book or magazine and digest at will. Plus, photos still look awesome in a double-page spread, which is a big thing with a surfing readership.”
But perhaps the final word on the future of surf media should go to the man who literally wrote the book on surfing, then scrapped that and went online with The Encyclopaedia of Surfing.
“It’s still the wild west out there (but) surf magazines will adapt or die,’’ says Matt Warshaw. “The ones that adapt will still die, but a little later. By no means am I a mag hater, but that just seems to be how the evolutionary current is flowing and I can’t see it turning around. Maybe there will be surf mags in the future in the same way that we still have vinyl LPs-some sort of niche market.” //ANTHONY PANCIA
Comments
"There is freedom without trying to catch the deluge in a paper cup." First time I've ever quoted Crowded House and hopefully the last. The point stands though; rather than being overwhelmed by the torrent of surf media I choose my 'channels' and stick with them. Swellnet and one or two other surf sites give me all I care to read about surf culture, which is far more than was offered in the past but not so much I feel surfing is cheapened.
To be honest I choose my media based on the quality of the commenters, far more than the quality of the writers, with rare exceptions like Stu's ASP numbers series and BB's work.
Haven't got the time to swim through the sea of blended tripe that makes up most of it.
FR76..! How does the forum's on SN compare to Real Surf....?
A backhander worthy of Nadal, Steve. Well played, sir.
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Until last week I had no idea Beach Grit even existed. A friend liked a story and I clicked and read it to find it was written by Derek Reilly. At first I was suprised as it doesnt seem that long ago he wrote an article on Stab saying how great having a front cover photo is. At the time I thought, well great for one person and their sponsor, which is pre-millenium thinking. It's good to see he's online as Reilly the has-been is a disturbing thought.
I peaked a few months ago in terms of dedication to watching every last clip on major media outlet websites.
I've started to not watch much under 5 minutes now though unless it is someone with a rep for interesting videos (JJF, Marine Layer, Turkey Melt too perhaps) because yes it is getting a little boring.
I suppose it shows that our expectations of the quality and originality of webclips are increasing.
I'm only 27, but when I was a teenager, the only surfing I could ever watch was the saturday afternoon highlight/summary of each WCT event on free to air TV, or surf videos at my surf buddy's house.
I think in recent times my surfing has improved so much because I've spent so much time watching clips and paying close attention to technique, something I wish I'd had more opportunity to do as a youngster.
I'd assume the proliferation of free video content has probably raised the standard of junior surfing?
I enjoy Swellnets originality of articles. Stories relating to actual surfing and the surfing world rather than being entirely Pro surfing centric. Like Freeride said, it's as much about the comments as the articles . Though I enjoy the writers Swellnet employs.
Enjoying Mr Pancia's contributions. A bit of West Australian content is nice. As long as he prefaces each article with a qualifying reference to the chronic winds, freezing cold water , burgeoning crowds and imminent threat of predation by a large sea animal every time one approaches the water.
As to the volume of content available these days , I'm all for it. Imagine returning to the days of the lone fascistic editor dictating the direction of surf culture.
Maybe a little off topic, but for years i had a real worry that those websites like "wanna surf" "Global surfers" "surf atlas" would blow up spots and unravel every semi secret, but they have kind of almost died in the arse, yeah there still there, but not that active…I think its the Facebook thing, people are now stuck in there social media bubble.
On the whole surf media thing, I think its just like music, so saturated thats its hard to sort through the trash to find the goodies.
WannaSurf is still a great archive to hit when traveling.
I think its shit for local spots but great on the move.
Its got so much info from all over the world.
No Walter - according to the quality surf journalists - you were not watching - TV does not exist -- NZ is also wiped off the map.
"I'm only 27, but when I was a teenager, the only surfing I could ever watch was the saturday afternoon highlight/summary of each WCT event on free to air TV, or surf videos at my surf buddy's house."
Bobby, the cats out of the bag ....!
9861.75 days old.
Good article. A couple of nights ago I was trying out some of the channels on the apple TV box and the Red Bull Channel had all 4 hours of the Volcom Pro final. My son and I looked at each other and said a resounding Nuh. It would bore me to tears with those Yank commentators whining on for hour, after hour, after hour, after hour. There may be plenty available but the quality of everything other than the photography is CRAP. We watched a movie instead which had nothing to do with surfing but did have a storyline, actors, decent production, etc.. Only so much, 'gee this Red Bull is amazing and I would like to thank the rest of my sponsors', with Turdpell in the background. Jordy Smith was instagramming about how good his new socks were. FFS is this what it has come to?
Looks like we've reached Peak Surf Media.
now for the great correction.
You don't think it can get worse than Instagramming about socks and an onslaught of webclips?
"Medium is the Message" . Content may have diversified a bit. Interaction upped. The more interesting question for me is how the mediums are changing behaviors, equipment, places, etc. (or extending them, vanquishing them ...). The new camera equipment is changing how some people actually surf a wave and what they want to do or not while sliding (or can or cannot do; will or won't do). Pretty crazy.
"The new camera equipment is changing how some people actually surf a wave ...:"
How so Clif?
I was thinking about how when you watch how some people use the GoPro they will alter their direction, avoid a turn (or go for one) or ride so as to get a better view "for the camera" and later audience than focusing on the feel at that moment.
Also, I was thinking about how when people see a camera in the water or flying above (e.g. drone) they will surf in such a way so as to "get the attention". I've watched it happen. Going for unmakeable moves, riding particular waves at locations that allow for better camera angles, etc.
Not so new in some ways but in others yes? Also, maybe more prevalent and in more places and the everyday person (not just professional surfers anymore)?
Then about your buddy Greenough - carrying that equipment changed how he was surfing when doing so etc. Just the sheer weight! Same for more people now (maybe less to do with weight etc now though).
Also, think about how you see people paddle differently now. Putting the camera in their teeth, holding their head differently, trying to stay still as possible so the footage isn't so vomit-inducing. New body techniques (skills) while riding a wave?
I reckon if you watched J.O.B surf with a camera and without you may see subtle differences to his style and what he does. Whaddya think?
I don't know - I've been curious about this all for awhile haha.
Good answer clif, to a good question from freeride. Certainly the gopro is very tube-centric. The tube is the photogenic shot. With the increased scope of modern boards and techniques, surfing was going away from the tube as THE surfing experience. But, give a pro a gopro, he knows he'd better go barrel hunting.
It's certainly bought about changes in attitude.
But yeah, it's thought inducing stuff.
Not thinking too much about surfing at the moment though, there's been enough waves just to go surfing.
all the best to you Clif.
Hey Clif - "the medium is the message" thanks for dropping that line. Something I've heard but not looked into. Interesting stuff.
Wiki:
"Taking the movie as an example, he argued that the way this medium played with conceptions of speed and time transformed “the world of sequence and connections into the world of creative configuration and structure.”[3] Therefore the message of the movie medium is this transition from “lineal connections” to “configurations”"
This alone is interesting for those of us raised in the era of "Big Entertainment".
Digital memory is a term used to describe how info can be archived and, supposedly, never forgotten. Ever done something dumb, a mate filmed it and uploaded it to the internet? Digital memory means it's always there, loaded on a server somewhere for friends and enemies to view.
I find the term has also taken on an ironic meaning in the context of churnalism. Take a step back...ever noticed how many headlines sound the same? How many times 'listicles' get repeated? In the rush for content, stories are rehashed and revived, the same articles and news and entertainment shoved down our throats, and we're so overwhelmed we don't remember it. Contrary to the digital memory of permanently stored data, our 'digital memory', our physical memory of what we've seen online, is slipping.
Digital memory permanetly stored somewhere ......NZ office sex vid what a classic.....one day the unpixellated vision will show up online.
The age of distraction.
Bertrand Russell
"A generation that cannot endure boredom will be a generation of little men, of men unduly divorced from the slow process of nature, of men in whom every vital impulse slowly withers as though they were cut flowers in a vase."
I fear it is too late for me already. "Next shiney object..."
Depends which way you slice it. Sure there's an overload of content out there but the diagnosis isn't terminal. The low threshold to entry has meant there's also some really good, lofi, kooky stuff that would never have got a run in days of old. If you know where to look surf media is still anarchic and fun.
Maybe I am missing out on the good stuff, but I don't consider we are in a golden time of surf writing. There has been some good stuff on Swellnet. Sean Doherty and Nick Carroll write some exceptional pieces. Matt Warshaw's Encyclopedia of Surfing is superb. A few others are trying. But the free promotional video clip is a lot cheaper to publish than paying good professional writers decent rates to write quality pieces. It's the way of the whole online publishing world though, but made easier in surfing by drones and GoPro.