Exposure-O-Meter: The 2003 Race Begins

Andy Irons Dominates Surf Media World
With the 2002 issues safely filed away, the 2003 race for surf-media dominance has started with a flash and a bang. Andy Irons has leapt to such an unprecedented and lopsided lead in the Media Whore tally that we’re wondering how anyone could possibly catch him by year’s end — and it’s only April.

We scoured the first three 2003 issues of TransWorld SURF, Surfer, and Surfing and assigned a point value to each and every photo — both advertising and editorial — so you could know who’s really getting the shots and who the brands were hyping.

To no one’s surprise, newly crowned ASP Champion Andy Irons was king bee in the Media Whore hive (which included editorial and advertising coverage). Irons buzzed past current number-two surfer Chris Ward by a staggering 13,750 points and did so with a nearly equal amount of editorial and advertising coverage.

[IMAGE 1]

With the early part of the year traditionally devoted to Hawai’i and tow-in coverage, it’s no wonder that nine of the top twenty surfers in the Media Whore list are Hawai’ians. Big-wave specialists like Brad Gerlach and Laird Hamilton also cracked the Media Whore Top 44 this go-around.

A.I. Reaches Orbit On Edit Tally
On the editorial tally, Irons was again dominant, leaving the rest of the pack fighting for the number-two position. Even Kelly Slater, who’s had a hammerlock on the editorial top slot since 1999, has some work to do to catch Irons. (Slater is currently in third place with 6,000 points.) Garrett McNamara, Ross Williams, Peter Mendia, and Laird Hamilton all cracked the Media Whore Top 44 without the help of any advertising coverage.

If you’re hoping the story is different in the advertising race, dream on. Andy Irons — propelled by a deluge of ads from DC Shoes, Billabong, Da Kine, and Arnette — pummeled all comers. Chris Ward made huge strides early in 2003, thanks in part to lavish ad campaigns from Lost and Dirty Dog. It’s looking like a sure bet that Wardo will remain near the top of the Media Whore list for at least the next few months.

Billabong Takes Early Lead In Logo Wars Tally
With the world champ and a avalanche of other WCT contenders on its roster, it’s no shocker that Billabong’s logo was popping up the most in the opening issues of 2003. Irons supplied 32 of Billabong’s 91 logo placements. Elsewhere, the Logo Wars list has held remarkably stable when compared to 2002’s year-end Logo Wars list, and all the usual suspects are cleanly out of the blocks.

.

How to Read The Numbers
1. Andy Irons (1, 1, 1.41): 16,325 + 11,600 = 27,925

Translation: First place finisher Andy Irons is currently first in the edit race and first in the advertising race. He had an ad/edit ratio of 1.41. (In other words for every page of edit Bruce received, he had 1.41 pages of advertising.) He had 16,325 advertising points and 11,600 editorial points for a total current Media Whore score of 27,925.

Note: Because of a copyediting error, the editorial/advertising key that appeared in the 5#3 print version of TransWorld SURF Business was transposed, which may have made reading the chart confusing. TransWorld SURF Business regrets the error.

1. Andy Irons (1, 1, 1.41): 16,325 + 11,600 = 27,925

2. Chris Ward (2, 5, 1.52): 8,550 + 5,625 = 14,175

3. Kalani Robb (5, 4, 0.97): 5,500 + 5,650 = 11,150

4. Kelly Slater (23, 3, 0.49): 2,925 + 6,000 = 8,925

5. Pancho Sullivan (3, 30, 3.94): 7,100 + 1,800 = 8,900

6. Oscar Wright (8, 20, 2.13): 5,000 + 2,350 = 7,350

7. Bruce Irons (4, 72, 7.03): 6,325 + 900 = 7,225

8. Mick Fanning (7, 28, 2.90): 5,300 + 1,825 = 7,125

9. C.J. Hobgood (13, 9, 0.86): 3,175 + 3,700 = 6,875

10. Makua Rothman (49, 7, 0.23): 1,225 + 5,250 =,475

11. Garrett McNamara (0, 2, n/a): – + 6,325 = 6,325

12. Cory Lopez (6, 149, 24.22): 5,450 + 225 = 5,675

13. Ross Williams (0, 6, n/a): – + 5,475 = 5,475

14. Fred Patacchia (16, 18, 1.24): 3,000 + 2,425 = 5,425

15. Damien Hobgood (16, 26, 1.43): 3,000 + 2,100 = 5,100

16. Matt Beacham (10, 52, 4.00): 4,000 + 1,000 = 5,000

17. Sunny Garcia (11, 50, 3.48): 3,650 + 1,050 = 4,700

17. Brad Gerlach (40, 15, 0.58): 1,725 + 2,975 = 4,700

19. Shane Dorian (112, 8, 0.08): 325 + 4,300 = 4,625

20. Jay Phillips (50, 11, 0.36): 1,200 + 3,300 = 4,500

21. Ben Bourgeois (30, 19, 0.84): 2,000 + 2,375 = 4,375

22. Jon Rose (9, 270, 41.00): 4,100 + 100 = 4,200

23. Jason Collins (14, 52, 3.13): 3,125 + 1,000 = 4,125

23. Mikala Jones (0, 12, 0.32): 1,000 + 3,125 = 4,125

25. Darryl Virostko (16, 71, 3.24): 3,000 + 925 = 3,925

26. Tory Barron (55, 16, 0.43): 1,125 + 2,625 = 3,750

27. Mike Losness (16, 87, 4.14): 3,000 + 725 = 3,725

28. Randy Welch (16, 103, 5.71): 3,000 + 525 = 3,525

28. Noah Snyder (0, 10, 0.06): 200 + 3,325 = 3,525

30. Sam Hammer (30, 38, 1.40): 2,000 + 1,425 = 3,425

31. Gavin Beschen (24, 76, 3.25): 2,600 + 800 = 3,400

31. Taj Burrow (62, 17, 0.36): 900 + 2,500 = 3,400

33. Sean Taylor (12, 270, 32.00): 3,200 + 100 = 3,300

34. Justin Matteson (0, 21, 0.44): 1,000 + 2,250 = 3,250

35. Danny Fuller (16, 165, 15.00): 3,000 + 200 = 3,200

36. Peter Mendia (0, 12, n/a): 0 + 3,125 = 3,125

37. Laird Hamilton (0, 14, n/a): 0 + 3,100 = 3,100

37. Tom Curren (15, 0, n/a): 3,100 + 0 = 3,100

39. Shea Lopez (28, 73, 2.67): 2,200 + 825 = 3,025

40. Luke Munro (16, 0, n/a): 3,000 + 0 = 3,000

41. Adam Replogle (43, 37, 1.02): 1,500 + 1,475 = 2,975

42. Joel Parkinson (50, 31, 0.70): 1,200 + 1,725 = 2,925

43. Rizal Tanjung (0, 27, 0.53): 1,000 + 1,900 = 2,900

44. Dan Malloy (24, 215, 20.80): 2,600 + 125 = 2,725

.

The Editorial Top 50

How To Read The Chart
1.
Andy Irons: 11,600
TransWorld SURF: 52%; Surfer: 20%; Surfing: 28%

Translation: Andy Irons is currently first on the editorial tally with 11,600 points. Of these points, 52% were in TransWorld SURF, 20% were in Surfer, and 28% were in Surfing.

Note: Because of a copyediting error, the column headers on the “Editorial” chart that appeared in the 5#3 print version of TransWorld SURF Business were transposed. The following chart shows the correct percentage breakdown among the different magazines. TransWorld SURF Business regrets the error.

1. Andy Irons: 11,600
TransWorld SURF: 52%; Surfer: 20%; Surfing: 28%

2. Garrett McNamara: 6,325
TransWorld SURF: 0%; Surfer: 24%; Surfing: 76%

3. Kelly Slater: 6,000
TransWorld SURF: 29%; Surfer: 28%; Surfing: 44%

4. Kalani Robb: 5,650
TransWorld SURF: 81%; Surfer: 6%; Surfing: 12%

5. Chris Ward: 5,625
TransWorld SURF: 27%; Surfer: 56%; Surfing: 18%

6. Ross Williams: 5,475
TransWorld SURF: 38%; Surfer: 39%; Surfing: 23%

7. Makua Rothman: 5,250
TransWorld SURF: 0%; Surfer: 21%; Surfing: 79%

8. Shane Dorian: 4,300
TransWorld SURF: 67%; Surfer: 22%; Surfing: 10%

9. CJ Hobgood: 3,700
TransWorld SURF: 57%; Surfer: 15%; Surfing: 28%

10. Noah Snyder: 3,325
TransWorld SURF: 0%; Surfer: 0%; Surfing: 100%

11. Jay Phillips: 3,300
TransWorld SURF: 70%; Surfer: 0%; Surfing: 30%

12. Mikala Jones: 3,125
TransWorld SURF: 0%; Surfer: 68%; Surfing: 32%

12. Peter Mendia: 3,125
TransWorld SURF: 0%; Surfer: 0%; Surfing: 100%

14. Laird Hamilton: 3,100
TransWorld SURF: 0%; Surfer: 45%; Surfing: 55%

15. Brad Gerlach: 2,975
TransWorld SURF: 3%; Surfer: 66%; Surfing: 30%

16. Tory Barron: 2,625
TransWorld SURF: 57%; Surfer: 5%; Surfing: 38%

17. Taj Burrow: 2,500
TransWorld SURF: 42%; Surfer: 9%; Surfing: 49%

18. Fred Patacchia: 2,425
TransWorld SURF: 87%; Surfer: 9%; Surfing: 4%

19. Ben Bourgeois: 2,375
TransWorld SURF: 13%; Surfer: 5%; Surfing: 82%

20. Oscar Wright: 2,350
TransWorld SURF: 5%; Surfer: 95%; Surfing: 0%

21. Justin Matteson: 2,250
TransWorld SURF: 0%; Surfer: 6%; Surfing: 94%

21. Aamion Goodwin: 2,250
TransWorld SURF: 0%; Surfer: 94%; Surfing: 6%

23. Braden Dias: 2,225
TransWorld SURF: 46%; Surfer: 49%; Surfing: 4%

24. Cheyne Magnusson: 2,200
TransWorld SURF: 100%; Surfer: 0%; Surfing: 0%

24. Ross Clarke-Jones: 2,200
TransWorld SURF: 0%; Surfer: 9%; Surfing: 91%

26. Damien Hobgood: 2,100
TransWorld SURF: 71%; Surfer: 19%; Surfing: 10%

27. Rizal Tanjung: 1,900
TransWorld SURF: 11%; Surfer: 32%; Surfing: 58%

28. Darrick Doerner: 1,825
TransWorld SURF: 0%; Surfer: 34%; Surfing: 66%

28. Mick Fanning: 1,825
TransWorld SURF: 82%; Surfer: 5%; Surfing: 12%

30. Pancho Sullivan: 1,800
TransWorld SURF: 89%; Surfer: 0%; Surfing: 11%

31. Nathan Webster: 1,725
TransWorld SURF: 100%; Surfer: 0%; Surfing: 0%

31. Joel Parkinson: 1,725
TransWorld SURF: 46%; Surfer: 35%; Surfing: 19%

33. Dane Reynolds: 1,625
TransWorld SURF: 12%; Surfer: 0%; Surfing: 88%

33. Tamayo Perry: 1,625
TransWorld SURF: 62%; Surfer: 31%; Surfing: 8%

35. Mike Parsons: 1,600
TransWorld SURF: 0%; Surfer: 88%; Surfing: 13%

36. Clint Kimmons: 1,500
TransWorld SURF: 67%; Surfer: 33%; Surfing: 0%

37. Adam Replogle: 1,475
TransWorld SURF: 68%; Surfer: 25%; Surfing: 7%

38. Gerry Lopez: 1,425
TransWorld SURF: 0%; Surfer: 14%; Surfing: 86%

38. Sam Hammer: 1,425
TransWorld SURF: 70%; Surfer: 30%; Surfing: 0%

40. Shawn Barron: 1,400
TransWorld SURF: 50%; Surfer: 0%; Surfing: 50%

41. Mark Healey: 1,200
TransWorld SURF: 0%; Surfer: 58%; Surfing: 42%

41. Dylan Graves: 1,200
TransWorld SURF: 8%; Surfer: 17%; Surfing: 75%

41. Jamie OBrien: 1,200
TransWorld SURF: 0%; Surfer: 0%; Surfing: 100%

44. Christian Fletcher: 1,125
TransWorld SURF: 36%; Surfer: 53%; Surfing: 11%

44. Mark Hunt: 1,125
TransWorld SURF: 0%; Surfer: 0%; Surfingrld SURF: 0%; Surfer: 0%; Surfing: 100%

11. Jay Phillips: 3,300
TransWorld SURF: 70%; Surfer: 0%; Surfing: 30%

12. Mikala Jones: 3,125
TransWorld SURF: 0%; Surfer: 68%; Surfing: 32%

12. Peter Mendia: 3,125
TransWorld SURF: 0%; Surfer: 0%; Surfing: 100%

14. Laird Hamilton: 3,100
TransWorld SURF: 0%; Surfer: 45%; Surfing: 55%

15. Brad Gerlach: 2,975
TransWorld SURF: 3%; Surfer: 66%; Surfing: 30%

16. Tory Barron: 2,625
TransWorld SURF: 57%; Surfer: 5%; Surfing: 38%

17. Taj Burrow: 2,500
TransWorld SURF: 42%; Surfer: 9%; Surfing: 49%

18. Fred Patacchia: 2,425
TransWorld SURF: 87%; Surfer: 9%; Surfing: 4%

19. Ben Bourgeois: 2,375
TransWorld SURF: 13%; Surfer: 5%; Surfing: 82%

20. Oscar Wright: 2,350
TransWorld SURF: 5%; Surfer: 95%; Surfing: 0%

21. Justin Matteson: 2,250
TransWorld SURF: 0%; Surfer: 6%; Surfing: 94%

21. Aamion Goodwin: 2,250
TransWorld SURF: 0%; Surfer: 94%; Surfing: 6%

23. Braden Dias: 2,225
TransWorld SURF: 46%; Surfer: 49%; Surfing: 4%

24. Cheyne Magnusson: 2,200
TransWorld SURF: 100%; Surfer: 0%; Surfing: 0%

24. Ross Clarke-Jones: 2,200
TransWorld SURF: 0%; Surfer: 9%; Surfing: 91%

26. Damien Hobgood: 2,100
TransWorld SURF: 71%; Surfer: 19%; Surfing: 10%

27. Rizal Tanjung: 1,900
TransWorld SURF: 11%; Surfer: 32%; Surfing: 58%

28. Darrick Doerner: 1,825
TransWorld SURF: 0%; Surfer: 34%; Surfing: 66%

28. Mick Fanning: 1,825
TransWorld SURF: 82%; Surfer: 5%; Surfing: 12%

30. Pancho Sullivan: 1,800
TransWorld SURF: 89%; Surfer: 0%; Surfing: 11%

31. Nathan Webster: 1,725
TransWorld SURF: 100%; Surfer: 0%; Surfing: 0%

31. Joel Parkinson: 1,725
TransWorld SURF: 46%; Surfer: 35%; Surfing: 19%

33. Dane Reynolds: 1,625
TransWorld SURF: 12%; Surfer: 0%; Surfing: 88%

33. Tamayo Perry: 1,625
TransWorld SURF: 62%; Surfer: 31%; Surfing: 8%

35. Mike Parsons: 1,600
TransWorld SURF: 0%; Surfer: 88%; Surfing: 13%

36. Clint Kimmons: 1,500
TransWorld SURF: 67%; Surfer: 33%; Surfing: 0%

37. Adam Replogle: 1,475
TransWorld SURF: 68%; Surfer: 25%; Surfing: 7%

38. Gerry Lopez: 1,425
TransWorld SURF: 0%; Surfer: 14%; Surfing: 86%

38. Sam Hammer: 1,425
TransWorld SURF: 70%; Surfer: 30%; Surfing: 0%

40. Shawn Barron: 1,400
TransWorld SURF: 50%; Surfer: 0%; Surfing: 50%

41. Mark Healey: 1,200
TransWorld SURF: 0%; Surfer: 58%; Surfing: 42%

41. Dylan Graves: 1,200
TransWorld SURF: 8%; Surfer: 17%; Surfing: 75%

41. Jamie OBrien: 1,200
TransWorld SURF: 0%; Surfer: 0%; Surfing: 100%

44. Christian Fletcher: 1,125
TransWorld SURF: 36%; Surfer: 53%; Surfing: 11%

44. Mark Hunt: 1,125
TransWorld SURF: 0%; Surfer: 0%; Surfing: 100%

44. Josh Sleigh: 1,125
TransWorld SURF: 89%; Surfer: 0%; Surfing: 11%

44. Matt Archbold: 1,125
TransWorld SURF: 0%; Surfer: 0%; Surfing: 100%

48. Josh Mulcoy: 1,100
TransWorld SURF: 100%; Surfer: 0%; Surfing: 0%

48. Matt Rockhold: 1,100
TransWorld SURF: 100%; Surfer: 0%; Surfing: 0%

50. Sunny Garcia: 1,050
TransWorld SURF: 0%; Surfer: 48%; Surfing: 52%

.

The 2003 Advertising Top 50

How To Read The Chart
1. Andy Irons: 16,325

Translation: Andy Irons is currently first on the 2003 Advertising Tally with 16,325 points.

1. Andy Irons: 16,325

2. Chris Ward: 8,550

3. Pancho Sullivan: 7,100

4. Bruce Irons: 6,325

5. Kalani Robb: 5,500

6. Cory Lopez: 5,450

7. Mick Fanning: 5,300

8. Oscar Wright: 5,000

9. Jon Rose: 4,100

10. Matt Beacham: 4,000

11. Sunny Garcia: 3,650

12. Sean Taylor: 3,200

13. CJ Hobgood: 3,175

14. Jason Collins: 3,125

15. Tom Curren: 3,100

16. Fred Patacchia: 3,000

16. Damien Hobgood: 3,000

16. Darryl Virostko: 3,000

16. Mike Losness: 3,000

16. Randy Welch: 3,000

16. Danny Fuller: 3,000

16. Luke Munro: 3,000

23. Kelly Slater: 2,925

24. Gavin Beschen: 2,600

24. Dan Malloy: 2,600

26. Jesse Merle-Jones: 2,500

26. Tim Curran: 2,500

28. Shea Lopez: 2,200

29. Jamie Sterling: 2,125

30. Ben Bourgeois: 2,000

30. Sam Hammer: 2,000

30. Josh Kerr: 2,000

30. Shane Beschen: 2,000

30. Greg Browning: 2,000

30. Pat Oconnell: 2,000

30. Jeremy Heit: 2,000

30. Luke Stedman: 2,000

30. Joel Tudor: 2,000

39. Keith Malloy: 1,900

40. Brad Gerlach: 1,725

41. Rob Machado: 1,700

42. Chris Malloy: 1,600

43. Adam Replogle: 1,500

43. Joel Centeio: 1,500

43. James Catto: 1,500

43. Todd Prestage: 1,500

43. Peter Mel: 1,500

48. Conan Hayes: 1,300

49. Makua Rothman: 1,225

50. Jay Phillips: 1,200

Billabong Leading The Logo Wars Race

Logo Wars counts the number of times a logo appeared in the 2002 issues. Using this measure, Billabong’s logo has appeared most often so far this year, followed by Oakley, Reef, Quiksilver, and Volcom.

1. Billabong: 91

2. Oakley: 66

3. Reef: 65

4. Quiksilver: 62

5. Volcom: 55

6. Channel Islands: 47

7. O’Neill: 46

8. Rip Curl: 45

9. DVS: 44

10. Globe: 43

11. Dragon: 40

12. Hurley: 39

13. Lost: 34

14. HIC: 32

15. Etnies: 28

16. Spy: 28

17. Osiris: 25

18. Smith: 25

19. Xcel: 25

20. DC: 24

21. Electric: 24

22. Arnette: 21

23. Body Glove: 21

24. Ezekiel: 19

25. Nixon: 19

26. Boost: 18

27. Local Motion : 17

28. WRV: 17

29. Rusty: 16

30. T Patterson: 16

31. Da Hui: 15

32. Gravis: 15

33. Red Bull: 15

34. Vans: 15

35. Op: 14

36. T&C: 14

37. DHD: 13

38. Adio: 12

39. Fox: 12

40. Xanadu: 12

41. Aleeda: 11

42. Da KKine: 11

43. Creatures of Leisure: 10

44. Freestyle: 10

45. M10: 10

46. OAM: 10

47. Santa Cruz surfboards: 9

48. X-Trak: 9

49. Dirty Dog: 8

50. Ocean Earth: 8

/i> 100%

44. Josh Sleigh: 1,125
TransWorld SURF: 89%; Surfer: 0%; Surfing: 11%

44. Matt Archbold: 1,125
TransWorld SURF: 0%; Surfer: 0%; Surfing: 100%

48. Josh Mulcoy: 1,100
TransWorld SURF: 100%; Surfer: 0%; Surfing: 0%

48. Matt Rockhold: 1,100
TransWorld SURF: 100%; Surfer: 0%; Surfing: 0%

50. Sunny Garcia: 1,050
TransWorld SURF: 0%; Surfer: 48%; Surfing: 52%

.

The 2003 Advertising Top 50

How To Read The Chart
1. Andy Irons: 16,325

Translation: Andy Irons is currently first on the 2003 Advertising Tally with 16,325 points.

1. Andy Irons: 16,325

2. Chris Ward: 8,550

3. Pancho Sullivan: 7,100

4. Bruce Irons: 6,325

5. Kalani Robb: 5,500

6. Cory Lopez: 5,450

7. Mick Fanning: 5,300

8. Oscar Wright: 5,000

9. Jon Rose: 4,100

10. Matt Beacham: 4,000

11. Sunny Garcia: 3,650

12. Sean Taylor: 3,200

13. CJ Hobgood: 3,175

14. Jason Collins: 3,125

15. Tom Curren: 3,100

16. Fred Patacchia: 3,000

16. Damien Hobgood: 3,000

16. Darryl Virostko: 3,000

16. Mike Losness: 3,000

16. Randy Welch: 3,000

16. Danny Fuller: 3,000

16. Luke Munro: 3,000

23. Kelly Slater: 2,925

24. Gavin Beschen: 2,600

24. Dan Malloy: 2,600

26. Jesse Merle-Jones: 2,500

26. Tim Curran: 2,500

28. Shea Lopez: 2,200

29. Jamie Sterling: 2,125

30. Ben Bourgeois: 2,000

30. Sam Hammer: 2,000

30. Josh Kerr: 2,000

30. Shane Beschen: 2,000

30. Greg Browning: 2,000

30. Pat Oconnell: 2,000

30. Jeremy Heit: 2,000

30. Luke Stedman: 2,000

30. Joel Tudor: 2,000

39. Keith Malloy: 1,900

40. Brad Gerlach: 1,725

41. Rob Machado: 1,700

42. Chris Malloy: 1,600

43. Adam Replogle: 1,500

43. Joel Centeio: 1,500

43. James Catto: 1,500

43. Todd Prestage: 1,500

43. Peter Mel: 1,500

48. Conan Hayes: 1,300

49. Makua Rothman: 1,225

50. Jay Phillips: 1,200

Billabong Leading The Logo Wars Race

Logo Wars counts the number of times a logo appeared in the 2002 issues. Using this measure, Billabong’s logo has appeared most often so far this year, followed by Oakley, Reef, Quiksilver, and Volcom.

1. Billabong: 91

2. Oakley: 66

3. Reef: 65

4. Quiksilver: 62

5. Volcom: 55

6. Channel Islands: 47

7. O’Neill: 46

8. Rip Curl: 45

9. DVS: 44

10. Globe: 43

11. Dragon: 40

12. Hurley: 39

13. Lost: 34

14. HIC: 32

15. Etnies: 28

16. Spy: 28

17. Osiris: 25

18. Smith: 25

19. Xcel: 25

20. DC: 24

21. Electric: 24

22. Arnette: 21

23. Body Glove: 21

24. Ezekiel: 19

25. Nixon: 19

26. Boost: 18

27. Local Motion : 17

28. WRV: 17

29. Rusty: 16

30. T Patterson: 16

31. Da Hui: 15

32. Gravis: 15

33. Red Bull: 15

34. Vans: 15

35. Op: 14

36. T&C: 14

37. DHD: 13

38. Adio: 12

39. Fox: 12

40. Xanadu: 12

41. Aleeda: 11

42. Da Kine: 11

43. Creatures of Leisure: 10

44. Freestyle: 10

45. M10: 10

46. OAM: 10

47. Santa Cruz surfboards: 9

48. X-Trak: 9

49. Dirty Dog: 8

50. Ocean Earth: 8

/b> Da Kine: 11

43. Creatures of Leisure: 10

44. Freestyle: 10

45. M10: 10

46. OAM: 10

47. Santa Cruz surfboards: 9

48. X-Trak: 9

49. Dirty Dog: 8

50. Ocean Earth: 8