Media 24 Sells Zigzag

Who is financing the deal with Media 24?

I am, with support from a friend who is a silent partner in the venture with a minority stake.

How much did it cost, and are there any conditions to the sale?

No conditions to the sale, but we're not able to disclose the price.

Why did you do it? Media 24 is renowned for axing magazines that are losing money, no matter their heritage or history. They canned Sports Illustrated, which was founded in 1986. They also axed Saltwater Girl and Shape.

In terms of the way Media 24 treat their magazine business, I'm not really qualified to answer. We acquired Zigzag, it was an entirely amicable and professional negotiation that suited both parties. So let me just answer the first part: I've always loved the Zag. It's a South African surfing institution with a 38 year pedigree. It's an iconic magazine. I also think that fundamentally it's a really good business with a distinct purpose, a niche audience and a unique set of niche advertisers. Globally surfing seems to be returning to its roots, after kind of losing its way trying to woo the mainstream. And while some of the brands have been experiencing tough times of late, the activity of surfing, the grassroots, is more popular than ever. So that direction fits us very nicely. You'll know from the work we do on Mahala that I'm a fiercely independent publisher and I believe magazines must serve their readers first. Beyond that, I think with the experience of running a start-up web focused content business, the acquisition of the Zag just gives us a bigger economy of scale to work with.

Are you going to keep the print title going?

Definitely. I love print and I think that the rumours of its demise have been massively over-stated. Print is the real deal. When people engage with print they do so in a far more focused way than digital. And not all print vehicles are the same. There's definitely space for a quality print mag like the Zag and the spend is still there. That said there are plenty challenges to face and we need to be both flexible and responsive, I don't think the current distribution mechanisms are working that well. But this also presents us with some nice opportunities. You'll just have to watch this space.

How will you turn the print title around?

Not much to turn around really. In fact I think Digital needs to up it's game. Print still pulls in way more advertising and sale revenues than online.

Are you going to keep the website and magazine as core surfing titles, or will you branch out into other things? If so, what?

Zag will always be a core surfing title. And that's what we'll be focusing on. There will definitely be other opportunities, but Zag first.

Where does Mahala fit in with all of this?

Mahala will continue to operate separately out of Cape Town. But we'll build a little satellite office in Durban and start to share some resources and run the business more economically with the Zag. Mahala keeps us sharp in terms of tech and ideas and it pulls in a lot of young talent. And we can start packaging joint advertising deals that will allow us to reach more people and give bigger discounts to our clients. But that all needs to happen organically.

What Will happen to the staff in Durban?

We're keeping the whole Zag team in place. They've been doing a great job and I'm really looking forward to working with them.

What is your business philosophy around surf media in South Africa to make it sustainable?

It has to serve the surfing community primarily and by doing that correctly it will serve the advertisers.

What are your thoughts on the so-called bad blood in the SA surf media over recent years. What caused this, and how to you intend to rectify it?

I dunno man. I'm kind of new to this and certainly don't plan to carry anyone else's grudges. Grudges are stupid. Surfing's always been a pretty contested space and when there's a scarcity of resources people tend to thug up and might becomes right. But that said I'm a lover not a fighter, a believer in ubuntu, sharing and the law of abundance. So hopefully that will exemplify how we roll. It has thus far. The Zag is a business and we want to make money. But we certainly aren't prepared to screw anyone to get the loot.

What are your thoughts about allegations that magazines like African Soul Surfer, Liquid Girl Surf magazine and Amped were bullied out of the market by previous Zigzag owners. Do you believe fair competition is healthy?

I can't really speak about the actions of previous Zag owners, or allegations, but in my view competition is vital. It keeps you grounded and relevant and renews your purpose. People spend their lives trying to find a worthy opponent. Ultimately it's not about winning, or beating out the competition, the competition just makes you do your job better. Don't you watch kung-fu movies?

What do you see in the future of surfing as a whole?

Surfing is just such a fucken rad, pointless, wonderful thing to do with your limited time on planet earth. I think it's rewarding in and of itself and I can't imagine people will ever stop doing it. Fundamentally surfing is way more than just a sport or a lifestyle it's a whole way of being. And I think more people are starting to have the courage and the creativity to define themselves as such and make surfing their life. Fundamentally surfing is an inspiring and transformational thing that's going to unfold in all kinds of new directions. The future is gonna be awesome.

What do you think of the SA surf industry?

A lot of people like dissing the SA surf industry, it's like a sport. But if you look at it, we've always got a few surfers representing us on the WCT, at the very pinnacle of the sport. Considering the size of our surfing community, industry and geographic dislocation from the rest of the world, that's a damn impressive feat. Obviously we can do much better, the industry could be more cohesive and supportive. But I truly believe that South Africa can be to surfing what New Zealand is to rugby.

On a personal level, how is this sale affecting you?

It's been pretty wild, man! This is definitely the biggest deal I've negotiated and there's a bit of stress tied in with all the responsibility. It's kind of like surfing big Kom, I've paddled in and I'm kind of suspended at the top of this huge wave, my heart in my throat, but I think the hard part is over. I'm fully committed. I can see this big, beautiful wall curving away beneath me. It's either going to be an amazing ride or I'm going to do cartwheels. Probably a bit of both. That's how the session goes. My metaphor is falling apart. But hopefully you get the gist.

What role will you take with the magazine?

Officially I'm the publisher, but it's going to be hard not to stick my nose into the content.

Are you stoked about moving to Durban?

One word, Spike: Baggies.

Have you got a job for me?

Send me your CV, bru.