Transworld Skateboarding

One of the premiere skateboarding magazines is Transworld Skateboarding magazine. Actually, Transworld Skateboarding is not only a magazine, but a website and production company as well; it’s currently owned by Bonnier Corporation. It was founded in 1983 and began its rise to fame under the ownership of Larry Balma and Peggy Cozens. Transworld Skateboarding was actually created as a response to the harsh and vulgar language and images often displayed in the popular skateboarding magazine of the time, Thrasher.

Indeed, Transworld skateboarding and its history are linked to Thrasher themes. Balma has always claimed that he thought about starting the Transworld Skateboard endeavor when he saw an advertisement in Thrasher for Independent Trucks; the ad showed a topless model that had Independent decals on her breasts. Balma and Cozens believed that Thrasher wasn’t providing younger skateboarders with the proper image of skateboarding.

Whereas Thrasher had a more “skate and destroy” mentality, Transworld adopted a “skate and create” philosophy and tried to convey this philosophy to veteran and new skaters alike. Transworld always maintained a positive outlook concerning skating, and promoted its creative side. David Carson was the art director from 1984 to 1991 and helped give the magazine a particular appeal. A number of talented photographers were also on board during this period, such as Spike Jonze and J. Grant Brittain. During its history, it has also featured editorial contributions by skateboard pros and legends such as Tony Hawk, Mark Gonzales, Lance Mountain, Steve Berra, Neil Blender, Garry Scott Davis and Marty Jimenez.

Times Mirror bought the magazine in 1997 and it actually became part of AOL Time Warner in 2001. After less than a year, the magazine came out packaged with an AOL software disc, unbeknownst to the magazine staff. Indeed, the magazine staff sent out an editorial note apologizing for the packaging, which was the formal beginning of a long period of tension between the staff and AOL Time Warner owners. After a while, top editorial members such as Dave Swift, Atiba Jefferson and J. Grant left and in 2003 started another magazine, The Skateboard Mag.

Both the magazine and its associated website are now under the management of Skin Phillips, Eric Stricker and Carleton Curtis. It has become the largest skateboarding magazine in the world, with an over 60% market share in the skateboarding industry; there’s even a satellite edition distributed in Japan. Transworld skateboarding magazine reviews have always been extremely positive. Time Inc. sold Transworld, along with another seventeen print magazines, to Bonnier Corporation. Bonnier is a media and entertainment company based in Sweden; it is over 200 years old.