The Exposure -O- Meter; Year-End Award Extravaganza

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All year long the all-knowing World Famous Exposure-O-Meter (WFEOM) has toiled in the flooded-out basement of TransWorld Media. The only light down here is from the soothing glow of an overworked computer screen filled with tiny numbers. But now the truth can be told.

We scoured every single page of the Year 2000 issues of Surfer, Surfing, and TransWorld SURF magazines and assigned a point value to each and every photo (both editorial and advertising) we could find, just so you could know who’s really getting the shots, which surfers the magazines love (and which they apparently hate), and which surfers the brands are hyping the hardest.

Kelly Slater Takes Edit Title!

[IMAGE 1]Shane Dorian (22,900 points) was a big mover this year, moving up from last year’s ninth and becoming one of the most promoted surfers on the planet (see below), but he never really had a chance of catching Kelly Slater (32,375 points) for the Exposure-o-Meter Photo Editor Payola award.

Surfing’s six-time world champ seemed to be enjoying his “retirement,” nabbing the equivalent of 65 pages of photos and moving up from last year’s third-place finish.

To calculate the scores, the WFEOM gave points to edit photos as follows: cover = 2,000 points, pull-out posters = 2,000 points, three-page action gatefold = 1,500 points, spread = 1,000 points, full-page plus column = 700 points, full-page mug shot or action photo = 500 points, half-page = 200 points, half-page sequence = 200 points, quarter-page-or-less action shot = 125 points, and small mug shots = 100 points. Photos in the oversized October issue of Surfer received a 25-percent bonus.

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Last year Bruce Irons ran away from the competition to snag the edit title by a wide margin. This year, Irons was lagging in seventh place in August, but started to rally with a string of Teahupoo crotch-grabbing spreads (pardon the pun). When the dust settled at year’s end, he had squeaked past Mark Occhilupo (18,800 points) by the margin of a single mug shot with a total of 18,900 points. Brother Andy Irons (18,050 points) moved up two places from last year for a solid fifth.

Back in August, Sunny Garcia was loitering in fifteenth place. But as it became clear that he’d be our next world champ, the edit photos began to flow and the stern Hawai’ian rocketed up nine spots to sixth place with a total of 16,400 points. It’s likely he’ll get a big bounce in the next year’s spring issues once he clinches the title.

Occy Cashes In With The Sponsor Big-Smooch Award

Mark Occhilupo might go off on incomprehensible Oz-accented rambles, but he’s the go-to guy for selling surf gear to impressionable young American surfers.

As World Champ, Occy received 21,400 points of advertising coverage last year (mostly from Globe, Billabong, and Oakley) and grabbed The Exposure-O-Meter Sponsor Big-Smooch award. His victory was narrow, however. DC, Volcom, and Arnette helped fuel a Bruce Irons media blitz that gave that young surfer from Hawai’i 20,881 points.

For this award, the WFEOM used the following formula: back cover = 1,000 points, inside front cover = 1,500 points, inside front-cover gatefold = 2,250 points, spread = 1,000 points, full page = 500 points, two-thirds page ad = 300 points, half-page ad = 200 points, quarter-page-or-less ad = 100 points.

Chris Ward (19,650 points) came in third thanks to DVS, Rusty, Legend, and Freedom (remember them?). Shane Dorian landed in fourth after being plastered in 19,225 points’ worth of ads from Billabong, Freestyle, Future Systems, DC, and Dragon — among others.

The WFEOM Media Whore Grand Prize Winner Is …

A first-place edit ranking and a thirteenth-place advertising ranking gave Kelly Slater a grand total of 43,931 points of coverage last year (or about 88 pages of coverage). That makes him the winner of the WFEOM Media Whore Grand Prize. Shane Dorian made iclose with 42,125 points, followed by Mark Occhilupo (40,200 points), Bruce Irons (39,781 points), and Andy Irons (33,156).

But the WFEOM wasn’t content to merely tally up the numbers. It also tallied who the advertisers pushed and compared it to the list of surfers those craven photo editors like. For example, Conan Hayes had 13,200 points of ad coverage but only 3,175 points of edit exposure, for a Ad/Edit Ratio of 4.16. What gives? Other notables in the Ad/Edit ratio included Matt Rockhold (3.48) and Gavin Beschen (2.99). My guess is we’ll see a lot more of these three surfers in next year’s edit tally.

On the other end of the top 44 Ad/Edit spectrum was Tamayo Perry with 8,850 points of edit coverage and only 1,250 points of advert love. Hmm…

Peter Mel (0.24), Joel Parkinson (0.28), and Dan Malloy (0.35) also got a lot of edit coverage but not many ads in comparison. They shouldn’t feel too bad, however: Kelly Slater only had a rating of 0.36 and his surf career looks just fine.

Who’s Got The Ad Buy?

Volcom, Quiksilver, Hurley, O’Neill, Globe, Etnies, Billabong, Reef, Rip Curl, and Vans (in that order) are the top-ten ad-buy brands, controlling the equivalent of 792 pages of ads last year. On a per-issue basis, Surfer leads the way with an average of 50,108 points, followed by TransWorld SURF with 46,384 points, and Surfing with 45,652 points.

Who Cares About The WCT And How The Brazilians Get No Love.

With a few notable exceptions, just because you rock on the WCT doesn’t mean you’ll get much edit coverage in the mags. In fact, only 16 surfers are both on the Top 44 WCT ratings and the Top 44 Media Whore list. And if your name includes some hard-to-pronounce Portuguese syllables, well, you might get hardly any coverage at all.

Sunny Garcia, Shane Dorian, Mark Occhilupo, and Taylor Knox are all top 44 surfers on the WCT who were in the top ten Exposure-O-meter Edit tally. Most WCT surfers, however, were way down the list. Luke Egan is number two on the WCT, but ranked 59 on the WFEOM. Jake Paterson (third on the WCT) is back in fifty-third place.

It might be availability, it might be jingoism, or it might be the whole language thing, but the top Brazilian contest surfers got hardly any coverage in the three major magazines last year.

The seven mighty surfers from Hawai’i on the ‘CT top 44 averaged a lofty 11,017 WFEOM edit points. The eleven Americans on the WCT 44 nailed down an average of 6,567 points. Even the Seppo-smackin’, trash-talking Australians average 2,875 points of coverage.

But the Brazilians? Only an average of 409 points. In fact, there wasn’t a single Brazilian on the WCT Top 44 who got more than 675 points. Fala!

 The Team Awards

[IMAGE 2]The surfers who comprise the top 100 of the WFEOM edit tally controlled 82 percent of the available points in this year’s tally, or 595,897 points out of 881,304. And when we sort that group by clothing sponsor, we get a good idea of which apparel-company team is getting the bulk of the coverage.

Really, it wasn’t even close (see chart). Billabong (102,212 points) and Quiksilver (96,525 points) ran away from the rest of the competition, with O’Neill (45,656), Rusty (45,012), Volcom (43,981), Hurley (43,118), and Rip Curl (41,274) also fielding super solid teams.

Click Here for Tremendously Huge Chart.

The Edit Tally

1. Kelly Slater 32,375 points

2. Shane Dorian 22,900 points

3. Bruce Irons 18,900 points

4. Mark Occhilupo 18,800 points

5. Andy Irons 18,050 points

6. Sunny Garcia 16,400 points

7. Dan Malloy 15,300 points

8. Peter Mel 12,350 points

9. Chris Ward 12,300 points

10. Taylor Knox 12,001 points

11. Shane Beschen 11,900 points

12. Rob Machado 11,350 points

12. Taj Burrow 11,350 points

14. Kalani Robb 9,675 points

15. Jason Collins 9,300 points

16. Cory Lopez 9,181 points

17. Fred Patacchia 9,100 points

18. Joel Parkinson 8,900 points

19. Pancho Sullivan 8,850 points

19. Tamayo Perry 8,850 points

21. Darryl Virostko 8,656 points

22. Mark Healey 8,150 points

22. Tim Curran 8,150 points

24. CJ Hobgood 8,100 points

25. Ross Williams 6,575 points

26. Donavon Frankenreiter 6,531 points

27. Bobby Martinez 6,175 points

28. Nathan Hedge 5,849 points

29. Pat O’Connell 5,825 points

30. Tom Carroll 5,675 points

31. Adam Replogle 5,650 points

31. Matt Archbold 5,650 points

33. Chris Malloy 5,587 points

34. Myles Padaca 5,575 points

35. Shea Lopez 5,506 points

36. Benji Weatherly 5,500 points

37. Ben Bourgeois 5,175 points

38. Nathan Fletcher 5,100 points

39. Zane Harrison 4,650 points

40. Joel Centeio 4,631 points

41. Paul Patterson 4,575 points

42. Brad Gerlach 4,525 points

43. Bron Heussenstamm 4,400 points

44. Braden Dias 4,350 points

45. Troy Brooks 4,300 points

46. Jun Jo 4,275 points

47. Seth Elmer 4,050 points

48. Kahea Hart 4,000 points

49. Gavin Beschen 3,950 points

50. Tim Reyes 3,925 points

51. Pat Towersy 3,875 points

52. Dave Wassel 3,825 points

53. Jake Paterson 3,750 points

54. Jesse Merle Jones 3,650 points

55. Shawn Barron 3,581 points

56. Jason Shibata 3,537 points

57. Joel Fitgerald 3,500 points

57. Makua Rothman 3,500 points

59. Luke Egan 3,475 points

60. Strider Wasilewski 3,375 points

61. Jay Larson 3,325 points

62. Jason Bennett 3,300 points

62. Peter Labrador 3,300 points

64. Tom Curren 3,281 points

66. Dino Andino 3,250 points

65. Todd Morcom 3,250 points

67. Mike Morrisey 3,200 points

68. Bill Bryan 3,175 points

68. Conan Hayes 3,175 points

70. Mick Fanning 3,050 points

71. Jeremy Heit 3,000 points

71. Nathaniel Curran 3,000 points

73. Jamie Sterling 2,925 points

74. Joe Curren 2,900 points

74. Matt Coleman 2,900 points

76. Mick Lowe 2,825 points

77. Anthony Petruso 2,800 points

78 . Rusty Long 2,725 points

79. Josh Hoyer 2,700 points

80. Roy Powers 2,675 points

81. Cass Collier 2,650 points

81. Mikala Jones 2,650 points

81. Mike Todd 2,650 points

81. Travis Mellem 2,650 points

85. Greg Browning 2,625 points

86. Damon Harvey 2,600 points

87. Brendan Margieson 2,575 points

88. Kasey Curtis 2,550 points

89. Troy Tecklenberg 2,525 points

90. Stephen Sly Dog Chew 2,506 points

91. Sean Hayes 2,500 points

92. Danny Nichols 2,450 points

93. Layne Beachley 2,425 points

94. Ryan Turner 2,400 points

95. Daniel Jones 2,375 points

95. Dave Post 2,375 points

97. Jeremy Sommerville 2,325 points

98. Keala Kennelly 2,275 points

98. Matt Rockhold 2,275 points

100. Dave Rastovich 2,200 points

100. Jamie O’Brien 2,200 points

100. Jon Rose 2,200 points

100. Omar Etchevarry 2,200 points

104. Mike Losness 2,131 points

105. Pascal Stansfield 2,125 points

105. Phhado 11,350 points

12. Taj Burrow 11,350 points

14. Kalani Robb 9,675 points

15. Jason Collins 9,300 points

16. Cory Lopez 9,181 points

17. Fred Patacchia 9,100 points

18. Joel Parkinson 8,900 points

19. Pancho Sullivan 8,850 points

19. Tamayo Perry 8,850 points

21. Darryl Virostko 8,656 points

22. Mark Healey 8,150 points

22. Tim Curran 8,150 points

24. CJ Hobgood 8,100 points

25. Ross Williams 6,575 points

26. Donavon Frankenreiter 6,531 points

27. Bobby Martinez 6,175 points

28. Nathan Hedge 5,849 points

29. Pat O’Connell 5,825 points

30. Tom Carroll 5,675 points

31. Adam Replogle 5,650 points

31. Matt Archbold 5,650 points

33. Chris Malloy 5,587 points

34. Myles Padaca 5,575 points

35. Shea Lopez 5,506 points

36. Benji Weatherly 5,500 points

37. Ben Bourgeois 5,175 points

38. Nathan Fletcher 5,100 points

39. Zane Harrison 4,650 points

40. Joel Centeio 4,631 points

41. Paul Patterson 4,575 points

42. Brad Gerlach 4,525 points

43. Bron Heussenstamm 4,400 points

44. Braden Dias 4,350 points

45. Troy Brooks 4,300 points

46. Jun Jo 4,275 points

47. Seth Elmer 4,050 points

48. Kahea Hart 4,000 points

49. Gavin Beschen 3,950 points

50. Tim Reyes 3,925 points

51. Pat Towersy 3,875 points

52. Dave Wassel 3,825 points

53. Jake Paterson 3,750 points

54. Jesse Merle Jones 3,650 points

55. Shawn Barron 3,581 points

56. Jason Shibata 3,537 points

57. Joel Fitgerald 3,500 points

57. Makua Rothman 3,500 points

59. Luke Egan 3,475 points

60. Strider Wasilewski 3,375 points

61. Jay Larson 3,325 points

62. Jason Bennett 3,300 points

62. Peter Labrador 3,300 points

64. Tom Curren 3,281 points

66. Dino Andino 3,250 points

65. Todd Morcom 3,250 points

67. Mike Morrisey 3,200 points

68. Bill Bryan 3,175 points

68. Conan Hayes 3,175 points

70. Mick Fanning 3,050 points

71. Jeremy Heit 3,000 points

71. Nathaniel Curran 3,000 points

73. Jamie Sterling 2,925 points

74. Joe Curren 2,900 points

74. Matt Coleman 2,900 points

76. Mick Lowe 2,825 points

77. Anthony Petruso 2,800 points

78 . Rusty Long 2,725 points

79. Josh Hoyer 2,700 points

80. Roy Powers 2,675 points

81. Cass Collier 2,650 points

81. Mikala Jones 2,650 points

81. Mike Todd 2,650 points

81. Travis Mellem 2,650 points

85. Greg Browning 2,625 points

86. Damon Harvey 2,600 points

87. Brendan Margieson 2,575 points

88. Kasey Curtis 2,550 points

89. Troy Tecklenberg 2,525 points

90. Stephen Sly Dog Chew 2,506 points

91. Sean Hayes 2,500 points

92. Danny Nichols 2,450 points

93. Layne Beachley 2,425 points

94. Ryan Turner 2,400 points

95. Daniel Jones 2,375 points

95. Dave Post 2,375 points

97. Jeremy Sommerville 2,325 points

98. Keala Kennelly 2,275 points

98. Matt Rockhold 2,275 points

100. Dave Rastovich 2,200 points

100. Jamie O’Brien 2,200 points

100. Jon Rose 2,200 points

100. Omar Etchevarry 2,200 points

104. Mike Losness 2,131 points

105. Pascal Stansfield 2,125 points

105. Phillip Waters 2,125 points

105. Poto David 2,125 points

105. Ross Clarke-Jones 2,125 points

109. Dean Randazzo 2,106 points

110. Aamion Goodwin 2,100 points

110. Asher Nolan 2,100 points

112. Jairus Cannon 2,075 points

113. Laird Hamilton 2,050 points

114. Brett Strother 2,025 points

114. Cody Steele 2,025 points

116. Brock Little 2,000 points

116. Dustin Barca 2,000 points

116. Flynn Novak 2,000 points

116. Phil MacDonald 2,000 points

120. Banning Capps 1,950 points

120. TJ Barron 1,950 points

122. Dustin Cuizon 1,925 points

122. Ken Collins 1,925 points

122. Nathan Webster 1,925 points

125. Kai Henry 1,875 points

126. Matt Hoy 1,850 points

127. Damien Hobgood 1,831 points

128. Drew Courtney 1,825 points

129. Rizal Tanjung 1,800 points

130. Saxon Boucher 1,775 points

131. Elijah Young 1,700 points

132. Chris Davidson 1,650 points

132. Koby Abberton 1,650 points

132. Peter Mendia 1,650 points

135. Chris Reed 1,625 points

136. Rochelle Ballard 1,606 points

137. Brian Conley 1,600 points

137. Homer Henard 1,600 points

137. Kieran Horn 1,600 points

137. Micah Byrne 1,600 points

137. T.J. Barron 1,600 points

142. Erik Nelson 1,562 points

143 . Hagan Kelly 1,525 points

144. Benji Severson 1,500 points

144. Danny Fuller 1,500 points

144. Jason Bogle 1,500 points

144. Rory Parker 1,500 points

148. Aaron Cormican 1,450 points

149. Dylan Slater 1,425 points

149. Hans Hagen 1,425 points

149. Kekoa Bacalso 1,425 points

149. Megan Abubo 1,425 points

153. Anthony Ruffo 1,400 points

154. Bernie Baker 1,350 points

154. Chris Strother 1,350 points

156. Brandy Faber 1,325 points

156. Keith Malloy 1,325 points

158. Simon Nicholson 1,300 points

159. Jonah Morgan 1,250 points

159. Randy Bonds 1,250 points

161. Cheyne Magnussen 1,225 points

161. Ozzie Wright 1,225 points

163. Noah Johnson 1,200 points

163. Sam Hammer 1,200 points

165. Ben Brough 1,175 points

165. Mick Campbell 1,175 points

167. Eric Taylor 1,150 points

167. Stephan Slater 1,150 points

169. Cheyne Horan 1,125 points

169. Cody Graham 1,125 points

169. David Rutherford 1,125 points

169. Jessie Evans 1,125 points

169. Micah Pitts 1,125 points

169. Sean Holmes 1,125 points

169. Toby Ogden 1,125 points

169. Tyler Smith 1,125 points

177. Dane Johnson 1,100 points

177. Gavin Sutherland 1,100 points

177. Greg Emslie 1,100 points

177. Jensen Hassett 1,100 points

177. Ken Caldwell 1,100 points

182. Sean Moody 1,075 points

182. Travis Potter 1,075 points

184. Anna Kournikova 1,050 points

184. Ian Armstrong 1,050 points

186. Christian Fletcher 1,025 points

186. Julian Seckon 1,025 points

186. Mark Caffey 1,025 points

186. Matt Kechele 1,025 points

186. Todd Prestage 1,025 points

191. Alika Grady 1,000 points

191. Anthony Macdonald 1,000 points

191. Brett Hardy 1,000 points

191. Chris Fowler 1,000 points

191. Clint Kimmins 1,000 points

191. Jeremy Sherwin 1,000 points

191. John-John Florence 1,000 points

191. Johnny Jac