Robert Brink - Writer

Industry Ticker

December 13, 2005 | Skip To The Comments (0)

"Industry Ticker" was a column for TransWorld Skateboarding Business that simply assembled info and facts in the skate industry. I did two of them and for some reason they never saw the light of day. I think it was about the time the three TransWorld Business mags (Skate, Surf, Snow) combined into one. Regardless, I thought this info was interesting.

Industry Ticker
Marketing and Advertising issue
By Rob Brink

Number of two-page ads in TransWorld Skateboarding May 1997: 20
Number of two-page ads in TransWorld Skateboarding May 2002: 59

Number of three-page ads in TransWorld Skateboarding May 1997: 0
Number of three-page ads in TransWorld Skateboarding May 2002: 4

Number of four-page ads in TransWorld Skateboarding May 1997: 0
Number of four-page ads in TransWorld Skateboarding May 2002: 1

Number of companies that ran more than one ad in different locations of TransWorld Skateboarding May 1997: 3
Number of companies that ran more than one ad in different locations of TransWorld Skateboarding May 2002: 10

Number of pages in TransWorld Skateboarding May 1997: 302
Number of pages in TransWorld Skateboarding May 2002: 396

Average amount of time spent by a skateboard company coming up with an ad campaign (concept to completion): 2-4 months

Industry Ticker
Retail Issue
By Rob Brink

Info from TWS Buyer's Guide 2002, Skateboarding Business 2002 survey, and company websites.

Manufacturer's suggested retail for skateboard decks from:

Giant Distribution: $60
Blitz Distribution: $60
DNA Distribution: $56
Dwindle Distribution: $54
Tum Yeto: $50
Deluxe Distribution: $45
NHS Distribution: $60
Skate One: $58, $31 for Mini Logo blank decks

Manufacturer's suggested retail for skateboard wheels from:

Darkstar: $27
Ricta Cores: $38
Bullet: $18
Spitfire: $26
Mini-Logo: $21.60
Autobahn: $30

Manufacturer's suggested retail for skateboard trucks (raw) from:

Independent: $44
Krux: $44
Grind King Custom: $44
Royal: $40
Venture: $36
Tensor: $40
Thunder: $36
Titan: $50

• The most popular deck width is 7.75 inches.
• Nationwide, shops surveyed report that skateboard-deck sales are dominated by Element.
• Shops surveyed report that truck sales are dominated nationally by Independent.
• The most popular wheel size is 54 mm.
• Wheel sales are dominated among respondents by Spitfire, without exception.
• Respondents report that DC Shoe Co. leads the skateboard-shoe category, followed by DVS, Emerica, èS, and Globe.
• Respondents report that the Volcom brand leads apparel sales
• Of the 80 shops that responded to this survey, 66 percent reported that their shops have websites, 10 percent sell products online, and 11 percent sell products via mail or phone order.