Interview with
BLAIR ALLEY
Interview by
Samantha Chami
Photo: Squire
What made you want to work in skating? I always loved skate magazines and I really got into photography in high school. Getting to travel the world, shooting photos of pros seemed like the best job ever—especially after I realized I’d never be good enough to be a pro.
What was your career path leading to your job? I started as a part time editor for TransWorld Skate Business magazine. My neighbor that I skated with, his girlfriend saw the classified ad in San Diego State University’s newspaper so a bit of luck was definitely involved. I was already working for a music magazine in San Diego, so my magazine experience is what got me that first job at TWS. After two years, they were consolidating all the Business magazines into one (currently TWS Business) and didn’t need me anymore. Luckily for me, Skin, who was the editor of TWS skate at that time, needed an online editor for twskate.com so I slid over. Been doing that ever since.
What does it involve? All kinds of tasks: Scheduling web content, tons of emails, watching loads of skate videos, working with filmers and photographers as well as the team in the office here. Posting lots of social Photo: C.Mart
media content. Facilitating, encouraging and making interesting content as
the Internet whirlpool demands more everyday.
Is it a 9-5 office based job? During the week, if I’m not traveling, it is. We all get in here and work on the magazine —depending on where we are on the deadline schedule. Luckily we have an amazing skatepark out back and we hit that up daily. But yeah, pros come into the office to talk about content; we look at layouts, discuss upcoming content and strategies, talk a lot of shit and have a lot of laughs! I’m very lucky to work with the dudes here, our crew is the best it’s ever been. Everyone skates! But yeah, work, especially at deadlines, can definitely spill over to nights and weekends, which I have no problem with.
Did you study or gain a college degree? Yes I did. Got my BA from UCSB, majored i n Stu di o Art w it h an em p h as i s o n photography. However I don’t think a degree isn’t necessary for my job.
How did you learn the skills to be an online editor? I’ve had to learn along the way. When I took over this position in 2004, the Internet wasn’t nearly as important as it is today. It’s gone from kind of an afterthought to one of the main focuses of several of us here on the daily. So we’re constantly looking at how we can improve everything we do.
How could you focus your skills on becoming an online editor?
What are the 3 most important skills you need to have as an online editor?
If you come up in high school and maybe
Organization
college, posting on websites and social
Non-stop work ethic
media, which just about everybody does
Have a vision
nowadays, and pay attention to the sites you can figure out how things work. If you
What are the 4 most important things you do in your job?
can design websites—even better. But
Keep the content interesting so the users
you’ve gotta have an understanding of
keep coming back.
the skate industry, or whatever industry
Make the social media engaging and
you’re getting into, and that takes time
interesting.
and experience and being under the
Try to improve on everything every single
tutelage of the wise ones that came before
day.
you.
Go out and skate!
and blogs that you follow and check daily,
What are the 3 most challenging things in your job?
team that skates everyday, free gear for days. It’s basically a dream job and I’m very fortunate.
Daily deadlines—the web don’t sleep, The politics involved with brands and
How do you work with the Magazine Editor?
partnering with different media.
Very closely, we collaborate on web and
Staying up on the ever-evolving social
print projects everyday. The Editor in
media—all challenging in good ways.
Chief here, Jaime Owens, also posts web
we’ve created a monster!
What are the perks of your job? Being able to help and expose up and
content and I shoot and write articles for the print mag, so it’s all very closely intertwined.
coming brands and skaters, traveling the with and shooting photos of all your
Who do you work most closely with and how do you work together?
favorite pros, working with an awesome
There’s not just one person I work the
world, a skatepark in the office, skating
Photo: Owens
most closely with. It’s our art director,
is similar in a way that I would meet with
where as in the past online articles were looked at as b-grade stuff. We’re in the middle of a
video production manager, managing
our marketing manager and plan online
shift, where some people are really adopting digital media, while others are die-hard print,
editor, and editor in chief, and all the
projects.
and then some people are down for both. The next generation is going to define how media
contributing filmers and photographers as
is put out and consumed.
How has your job changed since the rise of social media?
What do you foresee happening in the future with print based magazines?
It’s added a whole new dimension. It’s
They will survive. How many is the question, and what will they have to offer that makes
Typically what kinds of companies would need an online editor?
changing a lot and faster than ever
them important and valuable? That’s another big question.
Media companies for sure, a lot of brands
skateboard content, which is always a lot
well. Can’t forget our sales and marketing people as well, it’s a big collaboration.
as it also blends in with e-commerce.
How would their roles differentiate? I can’t really speak for brand online editors, but I’d assume they’d be more focused on product drops, tracking sales etc. They would also do a lot of marketing —which
before. But at the end of the day it’s all of fun!
How do you think people’s attitudes are changing towards articles and videos featured on the website rather than in the magazine? They’re definitely seen as a staple now,
In your opinion is being a skater a pre-requisite for working in the industry? Yes, absolutely. Our staff skates together daily and it’s a rad feeling to know you work with people who still like to skate simply for the love. You have to be passionate about your work. “If you don’t skate, you don’t relate.”
If you were starting out & didn’t have any contacts in the industry how would you go about building your resume/experience to eventually get a job in skating Now that is easier than ever thanks to websites, blogs, email, and social media. All your work is right there for anyone to see. Reach out, put your work out there, organize art/ photo the brands you like and would want to work for, offer your services for free to get
Photo: C.Mart
your foot in the door, seek an internship, keep your mouth shut, be a sponge, don’t kook it (although there’s no way to really explain this if you don’t know), STAY WITH IT. If you work hard I honestly believe there will be a place for you somewhere—a starting point, then you can go anywhere from that.