THRASHER is, was, and always will be about pushing the edge. Whether it be music, tricks, trends, or culture, skateboarders stand fast against a sea of mediocrity. THRASHER is the unadulterated voice of the street. In your face, in your backyard, or in the Smithsonian Institute, 200 issues (and counting) of THRASHER have changed the world...Forever!

In 1997, skateboarding re-entered American mass-media and culture. Now in '98 sales and distribution are booming. The television media is scrambling to get hip and 1 out of 10 teenagers owns or rides a skateboard. Seventeen years of publication have proven that advertising in THRASHER magazine is the quickest, easiest and most influential way to reach your target audience.

THRASHER's core coverage and aggressive attitude allow advertisers to build an image of authenticity while increasing sales and recognition.

THRASHER FACTS

THRASHER magazine reaches 1.5 million teenagers and young minded consumers every month.

THRASHER is the longest running, most widely recognized skateboard magazine in the world.

THRASHER magazine offers advertiser's point of sales promotion in over 2,000 skateboard shops and specialty stores in the U.S. and abroad.

70% of THRASHER readers do not read any other skateboard magazine on a regular basis.

88% of THRASHER readers say they get skateboard and music coverage in THRASHER that they don't get elsewhere.

9 out of 10 THRASHER reader's have bought a product advertised in THRASHER in the past month.

65% of THRASHER readers list THRASHER as their primary influence in purchase decisions, the other 

35% say their friends are their biggest influence.

All THRASHER readers say their friends read the magazine too!

READER PROFILE

MALE 90%

FEMALE 10%

AGE:

12 & UNDER 6%

13-15 54%

16-19 27%

20-24 9%

25+ 4%

AVERAGE AGE 151/2

MEDIAN AGE 16

INCOME

AVERAGE HOUSEHOLD: INCOME $50,000 - $60,000

Readers' major source of income: (survey allows for more than one answer):

· 53% Parents on an as needed basis

· 47% Gifts and occasional jobs

· 32% Part-time jobs

· 30% Regular allowance

· 11% Full-time job

MONEY

· 68% have a savings account

· 1 in 5 have a checking account

· 39% of those 18 and over have a credit card in their own name

SPENDING

HARD GOODS:

THRASHER readers on average replace their decks, wheels and bearings every 2-3 months and purchase new trucks 2-3 times a year.

SOFT GOODS:

THRASHER readers spend an average of  $1000.00 - $2000.00 on clothing each year.

SHOES:

THRASHER readers buy a new pair of shoes every 1-2 months.

ELECTRONICS:

· 95% of THRASHER readers own a home stereo

-they buy an average of 3 tapes or CD's a month.

· 85% have a game system-on average they purchase a new game cartridge every 1-2 months.

· 50% own or have access to a video camera.

· 70% own or have access to a computer.

· 60% use the internet regularly.

CIRCULATION AND DISTRIBUTION: Total Circulation: 166,000 (October '97 issue)

Paid: 164,000

Paid Subscriptions: 44,000

Paid Single: 120,000

Non-Paid: 2,000

 Pass Along: 9 readers per copy

Total Monthly readers: 1.5 million

RATE-BASE

1994: 127,900

1995: 135,400

1996: 143,650

1997 (January): 160,000

 PROJECTED 2001 RATE-BASE: 175,000

 DISTRIBUTION

THRASHER is distributed to newsstands, book, grocery and convenience store chains in the U.S. by Kable News Company, Inc., in Canada by Disticor and internationally by World Wide Media Service, Inc. Over 20 specialty distributors and THRASHERS's own sales staff sell the magazine to another 2,000 skateboard, surf and snowboard shops, kiosks, record stores, sporting goods and specialty retailers throughout the world.

Newsstand: 54%

Direct (shops and distributors): 19.5%

Subscriptions: 26.5%

Domestic: 84.25%

Canada: 5%

Europe: 4.5%

Other: 6.25%