ALL UP IN DECLINE MAGAZINE

MARCH - FEATURED PROFILE

Each month we try to highlight a different Company, Rider, or Videographer/Photographer from the Industry. If you have questions you would like answered by an industry fave or maybe you would like to be featured by TheDirtyWheel, contact us HERE. Now sit back and enjoy a glimpse inside the industry.

ALL UP IN DECLINE MAGAZINE
BEHIND THE PAGES OF DECLINE MAGAZINE AND THE PROCESS OF PUTTING TOGETHER A MAGAZINE H3 PUBLICATIONS

Most people that have any clue where Valencia, Ca. is, will associate fun with Magic Mountain. But in the shadows of the massive roller coasters, hides H3 Publications in an unassuming office. Each month they turn out the juice that is DECLINE MAGAZINE, one of the best mountain bike magazines available for industry coverage and stunning photos. We wanted to see what goes into the creation of this stunning coffee table sized magazine each month, and share that with our readers and fans of Decline. We asked a handful of questions and even threw some of your questions their way, and this is the aftermath. If the photo below is any indication, they have a good time in the halls of Decline Magazine, ... dream job??? You be the judge!

This is what greets you if you happen to hit the john at H3 Publications

1. Tell us a little about Decline Magazine. How many staff members occupy the HQ and what percentage of content is freelanced?
Well, we’ve got 3 titles coming out of our office here so all-in-all there are about 12 people here. We’ve got 4 solid full-time Decline team members. As far as the freelance content is concerned, Alan Davis deals with all of that. We work with quite a few freelance writers and photographers and our readers will notice most of the travel stories, World Cup and other race coverage is from outside contributors. Unfortunately we can’t get out to as many events as we’d like since we’ve got to test all the products, organize content and make sure we keep filling the pages with interesting stuff.

2. What is DECLINE MAGAZINES readership numbers?
According to Nicole, who handles all of our advertising sales, 53,000 is our print circulation and over 165,000 digital downloads per issue.

3. What poses the biggest challenge in putting together each months' issue - before it hits the readers hands?
Time! Ha ha. Finding the right balance between managing content from contributors for all of our rider columns, actually getting out to the trails to test the products, deciding which events or media camps are going to be the most fun and yield quality content. Another big challenge is trying to keep content fresh. With people being instantly gratified on the internet these days, it’s become tough to try and think of a new angle or way to give our readers content which may have been seen and forgotten already on the web.

(REDUNDANT QUESTION IN 3,2,1 .... yes we could have deleted it, but why?)

4. The average reader has only a basic idea about what it takes to put together an issue of their favorite magazine. What is something that readers do not realize about the process or challenge of putting together an issue?
Working together with each other and companies is a huge part. We need to have good relationships and quick communication to verify info, get products etc. Did I mention time? We need more of it.

Memorabilia lines the walls of Decline Magazine

5. Decline has been tasked with creating their own DH bike movie but you have to incorporate either midgets, clowns, or monkeys … What do you choose and why?
Drew: That is a tough call. Could we maybe dress a monkey up to look like a clown? If not, I’d have to go with the clowns, drunk burn-out clowns though. Maybe the crew from Bobcat Goldthwait’s movie, Shake’s the Clown.(ED. NSFW) I say this because they hate mimes, have enough balls to play with bulls and we’d have a slightly lower chance of shit getting thrown at us.
Paul: Monkey’s, because they always do cool stuff. Plus some of the co-workers here act like monkeys.

6. We all dream of working in the industry and getting paid for something we are passionate about. How much riding and shenanigans do you guys manage to mix in with deadlines and being responsible employees?
I would say that we’re living the dream. Although we get some long days in the office, stressful deadlines and obligations, there is plenty of time and opportunity to pack the bikes and call up some homies at just about any company around and head out to ride their local terrain and hang out.

7. True or False 1. Magazines are meant to be read in the restroom?
Drew: False. I think if this were the case they would be called poo-books or something like that. But I do love a good read on the throne. However, for a real grasp I need to spend some quality time with a magazine.
Paul: They’re not meant to be but it just happens to be a great place because there’s no distractions.

8. In the last year, what has been the most memorable product to come through DECLINE MAGAZINE, and how do you guys determine who gets dibs on what items?
That is a really tough question. We’re so lucky in that every cool thing that comes out gets sent our way that I’m not sure I can actually pick just one thing. I mean, there’s bikes, tires, suspension, helmets…

9. We have seen some pretty cool specialty covers, integration of QR codes, and general cutting edge stance in the MTB magazine industry. Are there any cool things coming up you can give us some intel on?
Drew: Thank you very much. It has always been one of our biggest goals to offer our readers a unique and “Wowing” experience when they see our magazine. We have something very impressive planned for a later issue and it will undoubtedly be a collectible as it will be equally rare as it is badass. I can’t go into much detail here, but I’m sure those of you who see it will be blown away, especially tech-nerds.
Paul: We always look around at catalogs, other magazines and printers to see what new technology or cutting edge way we can stoke out our readers.

DECLINE PREMIER ISSUE - VERY RARE AND AWARD WINNING SPECIAL COVER ISSUES

READER SUBMITTED QUESTIONS

Sarah Viggers
10. Would it be possible for you to put "She Rides" section in every magazine? Its good to see other fellow women who enjoy riding as much as I do :)
Sarah, while we love including women in the magazine and make a conscious effort to include women’s camps, events etc., we have a hard time getting consistent, quality content from women or for women. We are always open to new ideas, stories and input however we also try to maintain our level of production if that makes sense. Believe me, I’d love to see more women on the trail! It’s good all-around.

Jon Hinkle
11. What is the meaning of life, the universe....and everything?
Well Jon, you have asked a very hardsy question. I made that up. It’s hard because, who the f knows, really? But it’s also easy if you look at life as a gift that we are given and we should do our best to enjoy and take advantage of opportunities and abilities that many people would give anything for. I think as long as we enjoy our gifts, and do the best we can to share them with others, life can be pretty damn good.

Skye Schillhammer
12. As a rider, what is the best way to be published in Decline magazine? This type of exposure is great for a rider building his/her presence in the scene. Thanks!
Well Skye, simply put, I would say the best way is to be radical. By that I mean, be a good, ego-free person and people will want to help you. We get lots of people who send us ideas for stories, or photos from shoots and sometimes there are diamonds in the rough.

Scrub
13. Who on the staff is usually the last to get their story in before the deadline? The procrastinator? Basically, who's responsible for me not getting my Decline magazine on time? Lol
Nobody. We are all productive members of society.

Sean Gollub
14. Hi Decline - Have you ever considered creating a segment of shots in every issue of really nice bikes on not so nice cars / shuttle rigs. Its SO awesome and SO true ! It is one of the purest forms of love when you are driving around with your pride strapped to the top of your car you just paid tip money for.....
PS ... DECLINE is the PUREST bike mag in our lives ! See ya at the symposium !
Hey Sean, thank you and Symposium is gonna rule. We have discussed the idea but have yet to make it happen. How about you gather and organize a nice sampling of high-res images and email ‘em over and we’ll get to work on it?

Harold De Guzman
15. Is there more to life than downhill mountain biking?
Drew: Yes! There is trail riding, motorcycles, Twinkies, adventures to unexplored parts of nature all-around you.

Patrik Pyykkönen
16. Hi! Are you thinking about expanding to Europe? Have personally only seen your magazines when I've been visiting in USA and Canada and I'd really like to see it come over here too.
Hey Patrik, distribution in Europe is limited and although we’d love to get even more magazines over there, finding someone to bring them over is the challenge. This is another reason we’re so excited about the digital magazine. Please go to our website and get a free digital subscription so you can stay up to date for those months when you can’t find a print mag around. Also be aware that CHAIN REACTION sells the magazine in Europe giving you another channel to find your fix.

Jerry Hazard
17. Will Decline ever go 100% digital - do you see/feel an end to print media, and which do you prefer?
We are huge fans and believers in print media. We don’t think it will go away but in order to stay competitive we certainly need to spend energy trying to improve our digital magazine and giving our e-readers an awesome experience.

We had a great time during our visit and got a feel for how important "Quality" and "Wow" are when they set out to put together an issue of DECLINE MAGAZINE. Simple things like increasing the thickness of the page stock (recent change) to give a more durable feel and displayable magazine, when other would move to cut cost, show the dedication to the final product. Look for some interview "B" sides via our Twitter and Facebook during the month of April.