World Famous Exposure-O-Meter 2002 Year-End Award Extravaganza

We haven’t seen the sun in weeks. Our clothes reek of B.O. and week-old Taco Bell. And when we look up from our computer screens, our world is one huge asthenopia blur. That can mean only one thing: the year-end Exposure-O-Meter Award Extravaganza has arrived. So before the TransWorld Media bigwigs throw us back down into our dingy Exposure-O-Meter basement and chain us to our keyboards, gather round as we separate those surfers who were working hard from those who were hardly working during 2002.

The World Famous Exposure-O-Meter assigned a point value to each and every photo — both advertising and editorial — in each and every issue one of the 39 2002 issues of TransWorld SURF, Surfing, and Surfer. Scroll to the bottom of this story to see how the points are assigned.

Surf Industry Enters Irons Age
Bruce Irons was in full jujitsu attack mode this year, giving the editorial race a solid rap to the noggin. But it was his flying roundhouse kick to the ad tally that left him standing as the undisputed champ of the vicious Media Whore battledome (which tallies both advertising and editorial coverage). His advertising points alone would have landed him in fourth place.

[IMAGE 1]

So can he be knocked from his perch in 2003? The Magic 8-Ball reads “doubtful” at this point, but would-be Media Whore mavens are beginning to see cracks in Bruce’s armor. In 2000, he was second in the editorial tally; this year Bruce dropped to seventh (he was third in 1999 edit race). And while his 2002 margin of victory was 8,475 points, it wasn’t the staggering 14,150-point cushion he enjoyed last year.

And then there’s that sibling-rivalry thing. Back in July, Andy Irons was hanging back in sixth place on the Media Whore list. Since then, he’s roared past C.J. Hobgood, Cory Lopez, Tim Curran, and Taj Burrow and into second place. It’s a shoe-in that his exposure will really explode into a four-color full spread mushroom cloud now that he’s world champ. He’ll likely enjoy the same type of exposure bubble past World Champs Mark Occhilupo, Sunny Garcia, and C.J. Hobgood enjoyed. For example, Ceej got 25,000 more points of exposure in 2002 than 2001 — despite not winning a single event this year. DC is the biggest supporter of the Irons brothers, running 21 ads featuring Bruce and twenty ads featuring Andy during 2002. If they decide to run, say, 24 ads of the Champ next year and seventeen ads of Bruce, that would represent a huge swing in advertising points.

[IMAGE 2]

But this year’s Media Whore race wasn’t just about the brothers Irons. Mick Fanning (up 30 places), Dan Malloy (up 24), Jamie O’Brien (up 28), and Shea Lopez (up fifteen) all had tremendous years and moved into the Media Whore top twenty. Further down the list, Rizal Tanjung, Ben Bourgeois, Dean Morrison, and Dane Reynolds were making strides.

Out with the old, in with the new. In 2001, 28 surfers joined the Top 100 for the first time. This year, there were 27 surfers new to exposure Valhalla, including Geoff Brack, Cheyne Magnusson, Aamion Goodwin, and Brett Simpson, who all moved up more than 100 rungs on the list. (Simpson leapt up an astonishing 451 places, from 522nd place to 71st.) Finally, the Media Whore Top 100 is no longer a men’s only club — Serena Brooke (62nd place) and Keala Kennelly (76th) proved that Title IX lives and breathes in 2002.

Magazines Remain All Gooshy Over Kelly Slater
First place in 1999. First place in 2000. Top dawg again in 2001 and pulling a fourpeat in 2002. When it comes to editorial coverage nobody does it better — or at least gets more coverage — than Kelly Slater. While Slade fell back to fifth place this year on Media Whore list (being simply outclassed in the ad department), he retained his marquee billing on the editorial list — but it was razor close. After all the photos were tallied, Slater nudged past Andy Irons by a mere 25 points — the narrowest marginossible.

[IMAGE 3]

But the real spotlight belongs to Shea Lopez, who vaulted 89 spots and into ninth place overall on the edit list. Rizal Tanjung (up 95 spots), Dane Reynolds (up 140), Benji Weatherley (up 79 spots), Adam Replogle (up 154) were among those who got the job done in 2002.

Bruce Tops Lopsided Ad Race
Bruce Irons won the 2002 advertising race with a margin of victory equivalent to thirteen spreads worth of coverage. As a race, it was a major yawner. The far more interesting story is further down the list, where Taj Burrow, Jamie O’Brien, Mick Fanning, Nathan Fletcher, Ross Williams, Taylor Knox, and Ben Bourgeois all made big moves up the pyramid of advertising dominance.

The ABCs And 1-2-3s Of The ASP
Now, we hate to pick, but the WCT Top 44 isn’t exactly a hotbed of marketing opportunities. Don’t believe me? Well, consider that the Top 44 had an average Media Whore ranking of 320. Consider that only nineteen WCT surfers are in the Media Whore Top 100 or that two WCT surfers — Flavio Padaratz (currently ranked 27 on the WCT) and Lee Winkler (29th) — didn’t get a single photo in any of the 35 2002 issues. Now, if the best surfers are on the WCT, does this make sense to anyone? Just wondering.

Or maybe the problem is all those damn foreigners on the WCT. When it comes to coverage for WCT surfers, the depth of the magazines’ “U.S.A, All The Way!” jingoism would make Ollie North stand up and salute. WCT Brazil? You get nothing, with an average Media Whore rank of 748. South Africa? You’ll get a rank of 752 and like it. The Ozzies rip, so we’ll let them slide in at 255, but yon Americans deserve every accolade — let’s give them an average rank of seventeen. Sing it: “I’m proud to be an American, where at least I know I’m free.”

[IMAGE 4]

Uh oh. Here come the TransWorld bigwigs. Basement time for us again. But the truth is out there and we’ve seen it. Now you have, too.

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How to Read The Numbers
1.
Bruce Irons (7, 1, 2.77, 1): 17.500 + 48,525 = 66,025
Translation: First place finisher Bruce Irons finished seventh in the edit race and first in the advertising race. He had an ad/edit ratio of 2.77. (In other words for every page of edit Bruce received, he had 2.77 pages of advertising.) Last yeat he was first on the Media Whore tally. He had 17,500 edit points and 48,525 adverting points for a total Media Whore score of 66,025.

The 2002 Media Whore Top 100
1.
Bruce Irons (7, 1, 2.77, 1) 17,500 + 48,525 = 66,025

2. Andy Irons (2, 4, 1.12, 4) 27,100 + 30,450 = 57,550

3. C.J. Hobgood (4, 2, 1.60, 6) 21,925 + 34,975 = 56,900

4. Tim Curran (11, 3, 2.41, 2) 13,900 + 33,450 = 47,350

5. Kelly Slater (1, 12, 0.57, 3) 27,125 + 15,375 = 42,500

6. Taj Burrow (3, 6, 0.89, 11) 22,400 + 19,950 = 42,350

7. Cory Lopez (5, 9, 0.92, 5) 19,900 + 18,350 = 38,250

8. Fred Patacchia (15, 5, 1.96, 12) 10,400 + 20,350 = 30,750

9. Mick Fanning (10, 11, 1.11, 39) 14,200 + 15,700 = 29,900

10. Damien Hobgood (6, 26, 0.57, 18) 18,625 + 10,675 = 29,300

11. Gavin Beschen (22, 7, 2.17, 8) 8,900 + 19,275 = 28,175

12. Rob Machado (14, 16, 1.15, 7) 12,275 + 14,100 = 26,375

13. Dan Malloy (12, 20, 0.89, 37) 13,650 + 12,200 = 25,850

14. Jamie O’Brien (31, 8, 2.80, 42) 6,600 + 18,500 = 25,100

15. Darryl Virostko (33, 10, 2.83, 9) 6,300 + 17,800 = 24,100

16. Shane Dorian (13, 24, 0.85, 10) 12,800 + 10,850 = 23,650

17. Shawn Barron (23, 15, 1.62, 16) 8,750 + 14,175 = 22,925

18. Conan Hayes (21, 19, 1.42, 20) 9,250 + 13,100 = 22,350

19. Joel Parkinson (8, 40, 0.44, 22) 15,000 + 6,650 = 21,650

20. Shea Lopez (9, 38, 0.48, 35) 14,550 + 6,950 = 21,500

21. Ross Williams (30, 18, 2.02, 36) 6,775 + 13,700 = 20,475

22. Chris Ward (18, 27, 1.09, 26) 9,600 + 10,500 = 20,100

23. Pancho Sullivan (24, 22, 1.44, 30) 8,225 + 11,825 = 20,050

24. Taylor Knox (26, 23, 1.45, 26) 7,800 + 11,275 = 19,075

25. Kalani Robb (46, 17, 2.88, 23) 4,875 + 14,025 = 18,900

26. Matt Archbold (86, 14, 4.91, 32) 2,925 + 14,350 = 17,275

27. Oscar Wright (47, 21, 2.51, 13) 4,825 + 12,100 = 16,925

28. Rizal Tanjung (16, 42, 0.62, 61) 10,050 + 6,250 = 16,300

29. Nathan Fletcher (155, 13, 9.24, 48) 1,575 + 14,550 = 16,125

30. Sunny Garcia (20, 43, 0.66, 14) 9,500 + 6,225 = 15,725

31. Jason Collins (35, 30, 1.48, 17) 6,200 + 9,150 = 15,350

32. Ben Bourgeois (27, 35, 0.99, 83) 7,675 + 7,575 = 15,250

33. Donavon Frankenreiter (34, 33, 1.34, 51) 6,250 + 8,350 = 14,600

34. Dean Morrison (16, 61, 0.45, 88) 10,050 + 4,500 = 14,550

35. Bobby Martinez (62, 28, 2.78, 39) 3,700 + 10,300 = 14,000

36. Mike Todd (32, 36, 1.17, 19) 6,425 + 7,500 = 13,925

37. Mikala Jones (38, 34, 1.34, 46) 5,675 + 7,625 = 13,300

38. Myles Padaca (29, 47, 0.79, 88) 7,200 + 5,675 = 12,875

39. Keith Malloy (72, 32, 2.63, 67) 3,350 + 8,800 = 12,150

40. Chris Malloy (103, 29, 3.80, 75) 2,475 + 9,400 = 11,875

41. Dane Reynolds (19, 117, 0.24, 114) 9,525 + 2,250 = 11,775

42. Mike Morrissey (86, 31, 3.02, 50) 2,925 + 8,825 = 11,750

43. Aaron Cormican (36, 46, 0.96, 84) 5,925 + 5,700 = 11,625

44. Jeremy Heit (266, 25, 15.39, 49) 700 + 10,775 = 11,475

45. Benji Weatherley (25, 101, 0.34, 59) 8,175 + 2,800 = 10,975

46. Mark Occhilupo (44, 51, 1.08, 34) 4,950 + 5,325 = 10,275

47. Pat O’Connell (42, 54, 1.00, 55) 5,125 + 5,100 = 10,225

48. Geoff Brack (54, 52, 1.26, 167) 4,175 + 5,250 = 9,425

49. Cheyne Magnusson (39, 64, 0.79, 184) 5,200 + 4,125 = 9,325

50. Peter Mel (54, 56, 1.15, 24) 4,175 + 4,800 = 8,975

51. Bron Heussenstamm (142, 37, 4.25, 31) 1,700 + 7,225 = 8,925

52. Jason Shibata (86, 45, 2.02, 38) 2,925 + 5,900 = 8,825

53. Aamion Goodwin (59, 56, 1.24, 258) 3,875 + 4,800 = 8,675

54. Homer Henard (108, 44, 2.55, 45) 2,325 + 5,925 = 8,250

54. Tim Reyes (130, 41, 3.52, 68) 1,825 + 6,425 = 8,250

56. Adam Replogle (28, 215, 0.13, 133) 7,250 + 950 = 8,200

57. Shane Beschen (81, 53, 1.74, 15) 2,975 + 5,175 = 8,150

57. Pascal Stansfield (70, 59, 1.36, 122) 3,450 + 4,700 = 8,150

59. Joel Centeio (100, 48, 2.18, 28) 2,525 + 5,500 = 8,025

60. Mike Parsons (41, 100, 0.55, 43) 5,175 + 2,825 = 8,000

61. Matt Rockhold (95, 50, 2.04, 29) 2,625 + 5,350 = 7,975

62. Serena Brooke (189, 39, 5.91, 146) 1,150 + 6,800 = 7,950

63. Jon Rose (50, 98, 0.64, 84) 4,550 + 2,900 = 7,450

64. Tory Barron (45, 107, 0.51, 98) 4,900 + 2,500 = 7,400

65. Jason Bennett (152, 48, 3.44, 44) 1,600 + 5,500 = 7,100

66. Mick Lowe (53, 103, 0.62, 86) 4,375 + 2,700 = 7,075

67. Sean Moody (101, 61, 1.80, 65) 2,500 + 4,500 = 7,000

68. Jesse Evans (108, 60, 1.99, 109) 2,325 + 4,625 = 6,950

69. Saxon Boucher (65, 76, 0.90, 21) 3,650 + 3,275 = 6,925

69. Dustin Cuizon (58, 86, 0.78, 69) 3,900 + 3,025 = 6,925

71. Brett Simpson (52, 107, 0.57, 522) 4,400 + 2,500 = 6,900

72. Koby Abberton (37, 177, 0.17, 223) 5,850 + 1,000 = 6,850

73. Luke Egan (94, 67, 1.50, 56) 2,675 + 4,025 = 6,700

73. Mike Losness (60, 97, 0.77, 41) 3,775 + 2,925 = 6,700

73. Tamayo Perry (64, 86, 0.82, 82) 3,675 + 3,025 = 6,700

76. Joe Curren (67, 89, 002, 36) 6,775 + 13,700 = 20,475

22. Chris Ward (18, 27, 1.09, 26) 9,600 + 10,500 = 20,100

23. Pancho Sullivan (24, 22, 1.44, 30) 8,225 + 11,825 = 20,050

24. Taylor Knox (26, 23, 1.45, 26) 7,800 + 11,275 = 19,075

25. Kalani Robb (46, 17, 2.88, 23) 4,875 + 14,025 = 18,900

26. Matt Archbold (86, 14, 4.91, 32) 2,925 + 14,350 = 17,275

27. Oscar Wright (47, 21, 2.51, 13) 4,825 + 12,100 = 16,925

28. Rizal Tanjung (16, 42, 0.62, 61) 10,050 + 6,250 = 16,300

29. Nathan Fletcher (155, 13, 9.24, 48) 1,575 + 14,550 = 16,125

30. Sunny Garcia (20, 43, 0.66, 14) 9,500 + 6,225 = 15,725

31. Jason Collins (35, 30, 1.48, 17) 6,200 + 9,150 = 15,350

32. Ben Bourgeois (27, 35, 0.99, 83) 7,675 + 7,575 = 15,250

33. Donavon Frankenreiter (34, 33, 1.34, 51) 6,250 + 8,350 = 14,600

34. Dean Morrison (16, 61, 0.45, 88) 10,050 + 4,500 = 14,550

35. Bobby Martinez (62, 28, 2.78, 39) 3,700 + 10,300 = 14,000

36. Mike Todd (32, 36, 1.17, 19) 6,425 + 7,500 = 13,925

37. Mikala Jones (38, 34, 1.34, 46) 5,675 + 7,625 = 13,300

38. Myles Padaca (29, 47, 0.79, 88) 7,200 + 5,675 = 12,875

39. Keith Malloy (72, 32, 2.63, 67) 3,350 + 8,800 = 12,150

40. Chris Malloy (103, 29, 3.80, 75) 2,475 + 9,400 = 11,875

41. Dane Reynolds (19, 117, 0.24, 114) 9,525 + 2,250 = 11,775

42. Mike Morrissey (86, 31, 3.02, 50) 2,925 + 8,825 = 11,750

43. Aaron Cormican (36, 46, 0.96, 84) 5,925 + 5,700 = 11,625

44. Jeremy Heit (266, 25, 15.39, 49) 700 + 10,775 = 11,475

45. Benji Weatherley (25, 101, 0.34, 59) 8,175 + 2,800 = 10,975

46. Mark Occhilupo (44, 51, 1.08, 34) 4,950 + 5,325 = 10,275

47. Pat O’Connell (42, 54, 1.00, 55) 5,125 + 5,100 = 10,225

48. Geoff Brack (54, 52, 1.26, 167) 4,175 + 5,250 = 9,425

49. Cheyne Magnusson (39, 64, 0.79, 184) 5,200 + 4,125 = 9,325

50. Peter Mel (54, 56, 1.15, 24) 4,175 + 4,800 = 8,975

51. Bron Heussenstamm (142, 37, 4.25, 31) 1,700 + 7,225 = 8,925

52. Jason Shibata (86, 45, 2.02, 38) 2,925 + 5,900 = 8,825

53. Aamion Goodwin (59, 56, 1.24, 258) 3,875 + 4,800 = 8,675

54. Homer Henard (108, 44, 2.55, 45) 2,325 + 5,925 = 8,250

54. Tim Reyes (130, 41, 3.52, 68) 1,825 + 6,425 = 8,250

56. Adam Replogle (28, 215, 0.13, 133) 7,250 + 950 = 8,200

57. Shane Beschen (81, 53, 1.74, 15) 2,975 + 5,175 = 8,150

57. Pascal Stansfield (70, 59, 1.36, 122) 3,450 + 4,700 = 8,150

59. Joel Centeio (100, 48, 2.18, 28) 2,525 + 5,500 = 8,025

60. Mike Parsons (41, 100, 0.55, 43) 5,175 + 2,825 = 8,000

61. Matt Rockhold (95, 50, 2.04, 29) 2,625 + 5,350 = 7,975

62. Serena Brooke (189, 39, 5.91, 146) 1,150 + 6,800 = 7,950

63. Jon Rose (50, 98, 0.64, 84) 4,550 + 2,900 = 7,450

64. Tory Barron (45, 107, 0.51, 98) 4,900 + 2,500 = 7,400

65. Jason Bennett (152, 48, 3.44, 44) 1,600 + 5,500 = 7,100

66. Mick Lowe (53, 103, 0.62, 86) 4,375 + 2,700 = 7,075

67. Sean Moody (101, 61, 1.80, 65) 2,500 + 4,500 = 7,000

68. Jesse Evans (108, 60, 1.99, 109) 2,325 + 4,625 = 6,950

69. Saxon Boucher (65, 76, 0.90, 21) 3,650 + 3,275 = 6,925

69. Dustin Cuizon (58, 86, 0.78, 69) 3,900 + 3,025 = 6,925

71. Brett Simpson (52, 107, 0.57, 522) 4,400 + 2,500 = 6,900

72. Koby Abberton (37, 177, 0.17, 223) 5,850 + 1,000 = 6,850

73. Luke Egan (94, 67, 1.50, 56) 2,675 + 4,025 = 6,700

73. Mike Losness (60, 97, 0.77, 41) 3,775 + 2,925 = 6,700

73. Tamayo Perry (64, 86, 0.82, 82) 3,675 + 3,025 = 6,700

76. Joe Curren (67, 89, 0.83, 135) 3,625 + 3,000 = 6,625

76. Keala Kennelly (49, 124, 0.43, 219) 4,625 + 2,000 = 6,625

78. Nathaniel Curran (92, 69, 1.40, 178) 2,700 + 3,775 = 6,475

79. Brad Gerlach (74, 85, 0.92, 54) 3,300 + 3,050 = 6,350

80. Garrett McNamara (47, 161, 0.25, 386) 4,825 + 1,225 = 6,050

81. Greg Browning (73, 104, 0.80, 117) 3,325 + 2,675 = 6,000

82. Christian Fletcher (98, 73, 1.33, 103) 2,550 + 3,400 = 5,950

82. Phillip Waters (155, 63, 2.78, 157) 1,575 + 4,375 = 5,950

84. Jesse Merle-Jones (191, 56, 4.27, 63) 1,125 + 4,800 = 5,925

85. Sam Hammer (43, 217, 0.18, 349) 4,975 + 900 = 5,875

86. Joel Tudor (83, 98, 0.98, 305) 2,950 + 2,900 = 5,850

86. Strider Wasilewski (137, 64, 2.39, 111) 1,725 + 4,125 = 5,850

88. Nate Yeomans (39, 314, 0.08, 261) 5,200 + 425 = 5,625

89. Travis Mellem (106, 80, 1.31, 76) 2,425 + 3,175 = 5,600

90. Tom Curren (79, 119, 0.69, 100) 3,175 + 2,200 = 5,375

91. Jesse Hines (111, 81, 1.40, 96) 2,225 + 3,125 = 5,350

91. Josh Hoyer (80, 119, 0.70, 90) 3,150 + 2,200 = 5,350

91. Brendan Margieson (50, 219, 0.18, 292) 4,550 + 800 = 5,350

94. Josh Mulcoy (152, 71, 2.25, 250) 1,600 + 3,600 = 5,200

94. Kieren Perrow (69, 137, 0.49, 137) 3,500 + 1,700 = 5,200

96. Kahea Hart (56, 177, 0.24, 149) 4,150 + 1,000 = 5,150

97. Omar Hassan (0, 55, n/a, 889) 0 + 5,000 = 5,000

98. Otto Flores (62, 168, 0.30, 47) 3,700 + 1,125 = 4,825

98. Flynn Novak (254, 66, 5.23, 94) 775 + 4,050 = 4,825

100. Asher Nolan (159, 75, 2.20, 128) 1,500 + 3,300 = 4,800

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The 2002 Editorial Top 50

How To Read The Chart
1. Kelly Slater: 27,125, TransWorld SURF: 29%, Surfer:45%, Surfing: 26%, Rank In 2001: 1
Translation: Kelly Slater finished first on the editorial tally with 27,125 points. Of these points, 29% were in TransWorld SURF, 45% were in Surfer, and 26% were in Surfing. Last year he finished first on the editorial ranking.

1. Kelly Slater: 27,125
TransWorld SURF: 29%, Surfer: 45%, Surfing: 26%, Rank In 2001: 1

2. Andy Irons: 27,100
TransWorld SURF: 16%, Surfer: 37%, Surfing: 46%, Rank In 2001: 11

3. Taj Burrow: 22,400
TransWorld SURF: 28%, Surfer: 22%, Surfing: 50%, Rank In 2001: 5

4. CJ Hobgood: 21,925
TransWorld SURF: 14%, Surfer: 33%, Surfing: 54%, Rank In 2001: 7

5. Cory Lopez: 19,900
TransWorld SURF: 20%, Surfer: 32%, Surfing: 48%, Rank In 2001: 3

6. Damien Hobgood: 18,625
TransWorld SURF: 16%, Surfer: 11%, Surfing: 73%, Rank In 2001: 15

7. Bruce Irons: 17,500
TransWorld SURF: 12%, Surfer: 39%, Surfing: 48%, Rank In 2001: 2

8. Joel Parkinson: 15,000
TransWorld SURF: 22%, Surfer: 44%, Surfing: 35%, Rank In 2001: 8

9. Shea Lopez: 14,550
TransWorld SURF: 5%, Surfer: 26%, Surfing: 69%, Rank In 2001: 98

10. Mick Fanning: 14,200
TransWorld SURF: 27%, Surfer: 25%, Surfing: 48%, Rank In 2001: 28

11. Tim Curran: 13,900
TransWorld SURF: 55%, Surfer: 10%, Surfing: 36%, Rank In 2001: 13

12. Dan Malloy: 13,650
TransWorld SURF: 39%, Surfer: 17%, Surfing: 44%, Rank In 2001: 71

13. Shane Dorian: 12,800
TransWorld SURF: 33%, Surfer: 29%, Surfing: 38%, Rank In 2001: 21

14. Rob Machado: 12,275
TransWorld SURF: 48%, Surfer: 32%, Surfing: 19%, Rank In 2001: 4

15. Fred Patacchia: 10,400
TransWorld SURF: 55%, Surfer: 10%, Surfing: 34%, Rank In 2001: 46

16. Rizal Tanjung: 10,050
TransWorld SURF: 63%, Surfer: 12%, Surfing: 25%, Rank In 2001: 111

16. Dean Morrison: 10,050
TransWorld SURF: 1%, Surfer: 17%, Surfing: 82%, Rank In 2001: