For years the rivalry between Surfer and Surfing magazines has fueled progression in all aspects of action sports media and advertising. Even after the two magazines were brought together under the same ownership in 2001 when Primedia bought Emap’s U.S. magazine business they continued to wage war between their offices in San Juan Capistrano and San Clemente.
A month and a half ago, however, the two magazines lost the benefit of distance when all of Source Interlink’s Action Sports Group titles moved together into a section of the same building in a San Clemente office park. Now er and ing are separated by a few steps and both staffs can see who is coming and going from the other mag’s cubes.
We wonder what the close proximity will do to the battle. Maybe the idea that they compete against each other at all is a complete fabrication and they’re perfectly happy cranking out similar product under different brand names.
If we ever read the print surf magazines, we’d be much better judges of how being new office mates works out. If you notice anything, please let us know.
