Chapter 15
Almost Less Than Zero
As some of you might recall, back in 1996, I decided to host the world's first "old school skateboard reunion." Despite getting a listing in a major newspaper and having 10 minutes on Breakfast Television here in Toronto, ZERO people showed up. It was a humbling experience. Three years later, I was about to be humbled again.
In April of 1999, my publisher convinced the bookchain Chapters/Indigo to host a presentation of my book in one of their stores. They even put me on their monthly calendar of events. My mug (along with a Freebord) wound up on the cover of the local newspaper. With all this publicity, at least one person might show up. Sadly, I was mistaken once again. ZERO people showed up. I'd like to think I was just ahead of my time, but the truth is that when you're dealing with zero responses, you have two options. Option one is to retreat and/or quit. This can be advantageous for several reasons. You no longer feel like you're wasting your time and can now move on to something with more opportunity. This option is easier on what might be a slightly bruised ego. It's also a great way to keep things peaceful between yourself, family and friends.
However, if you decide that there is something worth pursuing despite zero interest, you must go with option two.
Option two is not an easy path. People will think you're crazy and you’ll have to deal with negativity. You're rocking the boat and disrupting the status quo. Things can get heated and complicated; the boat can capsize and take you down if you're not careful. With option two, you're driven by something you can't readily explain. You have this burning desire to change things, hoping everyone will eventually catch up and things will turn out great.
When I decided to help change the face of skateboarding, I had no clue where it would take me. All I knew was that myopia and tunnel vision weren't healthy for skateboarding. I knew in my heart (and head) that it needed variety to thrive. The problem was back in the 1990s; there was one type of skateboarding covered in the magazines: street and the occasional splash of vert.
After I had finished Concrete Wave, I wanted to keep writing. I was obsessed with longboarding and spent much time promoting it to local shops and anyone who showed the slightest interest. I came up with the idea of selling longboards directly to the public. I called my company Art of the Carve.
Despite a few no-shows, there were a few glimpses of potential. I gathered about five people for a longboard demo day in May 1997. This group morphed into the Metro Longboarders. We'd meet once a month to ride around the streets of Toronto. Sometimes, we'd get a handful of skaters, and we might hit double digits the next month!
Thanks to the power of print, the initial beginnings of longboarding in Toronto were documented by a local magazine named 360 Spins. In their June 1997 issue, they broke with traditional street skating coverage and took readers into the world of longboarding. I decided to advertise Art of the Carve to capitalize on this opportunity. This resulted in my only sale. I'll admit that one is 100% better than zero. However, I got the sense this was the skate universe telling me, "Do not try to sell longboards - sell the IDEA of longboarding!"
And this is precisely what I did. Starting in January 1999, I contacted some skateboard companies I had met when I wrote "The Concrete Wave." I explained that I was creating International Longboarder Magazine to promote something the other skate mags wouldn't cover.
The name was a riff on "Transworld." As I had no experience as a magazine publisher, I decided to partner up with a fellow skater from my hometown of London, Ontario. Tom Browne was just a few years older than me. Back in 1976, he generously allowed me to try his FibreFlex. I can't believe it's been almost 50 years since that amazing experience in Springbank Park. I was mesmerized by Tom's setup with Road Rider 4's and Bennett Trucks. I even recall that he'd purchased the board in Kentucky.
A few decades later, I reconnected with Tom and showed him my longboard. He was immediately hooked and became a member of the Metro Longboarders. As Tom was a graphic designer and a skater, he'd be the perfect person to work with on a magazine.
I raised about $5,000 in print ads for the first issue. It was sixteen pages long, and we printed 25,000 copies. Our advertisers included Randal Trucks, G&S FibreFlex, Gravity Skateboards, Landyachtz, Dregs, Seismic and, on the back cover, Sector 9.
Looking back, boy, did we make some mistakes. Parts of the magazine are unreadable, and I'll admit that, at the time, I was way out of my depth. My knowledge of running a magazine? It was less than zero!
However, the fact is that ILB existed, and it was the world's first magazine to feature longboarding. Of everything we put in the magazine, the editorial page stands out the most for me. I wrote these words back in the spring of 1999. Ask yourself, "Do they still resonate?"
Hello and welcome ...
... to the first issue of International Longboarder Magazine. Our goal with this magazine is to promote and foster longboarding on a truly worldwide level. Whether your background is surfing, skateboarding, snowboarding, skiing, mountain biking, wakeboarding, etc., we welcome you to this exciting world! Longboarding is both a new and old offshoot of skateboarding.
Some of you reading this may well remember clay wheels attached to 36" boards in the 1960's. Or perhaps you were a devoted follower of Tom Sims longboards in the 1970's. Maybe you rode a 36" Yard Stix or Madrid Longboard in the 80's. Or perhaps you're a skater from the 90's, who just seems to dig longboarding. Whatever era or state of mind you're in, this magazine is here for you.
While each era of skateboarding brings with it new moves, new superstars, and new product innovations, the core of the sport does not change. At the heart of skateboarding is freedom and the sheer exhilaration of movement.
An overwhelming percentage of the people who skate are males under the age of 19. But something is happening out there. The longboard movement is growing. People who used to skate are rediscovering the joys of skateboarding through longboarding.
Skategeezers, those of us in our twenties, thirties, forties [and fifties!] are uniting and having a blast riding on longboards. Women, who for years have had very small participation rates in skateboarding, are also discovering the joys of longboarding.
One of the best aspects of longboarding is that it can be done almost anywhere in the world. You don't need surf, snow, or a chairlift. There's no doubt that longboarding is the perfect cross training exercise for surfers and snowboarders.
I'd like to take a moment to formally thank our advertisers for this premiere issue. These companies have supported this magazine in a big way, and without this support, it would have been impossible to produce this magazine. I am extremely grateful for their assistance, and I encourage you to support them. I am also very thankful for the support and guidance from Brad Strandlund. I couldn't have done it without you!
Beyond the sheer pleasure of riding a longboard comes the realization that this transformation of skateboarding is about something else. For me, longboarding is about change. It's as though the radio dial is moving from just one station, and people are following a different sound.
So get out there and ride! Let people try your board and turn them onto one of the greatest experiences you can have on four wheels! And when you're riding, take some photos, write a story and send it in to us! We want this magazine to be truly international.
Skate safe,
Michael Brooke, Co-Publisher
Mission Statement
International Longboarder is the world's first print magazine devoted exclusively to the growing longboard skate scene. Our mission is to fill the void left by mainstream magazines. We are here to keep you, the longboard enthusiast, dialed in with what's going down in all areas of longboard skating.
With features and departments covering Old School, surfstyle, skate parks & pools, downhill racing, evolution, tech, skater profiles, product reviews, and industry insight, coupled with your input, every issue will keep you posted on the international scope of longboarding.
It is our intent to provide a focused source of information to help guide the sport in the direction that you want to take it.
Carvin' and Cruisin',
Mike and Tom
