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Document falls victim to the credit crunch

Document
Well yes, the current economic climate’s over-eager scythe did have a good slash at us, but in the past ten years of making skateboarding appear on paper our sturdy legs have been kicked from under us more times than you could ever bear by various forms of monetary tree felling, and yet until now nothing ever got to us.

Why?

Well I guess essentially we were always small enough to duck a good shot and skinny enough to wriggle free of a tight chokehold. Our problems were always our own, we got ourselves into them and we again sorted them out!

As the years progressed people wanted more from us and so we gave them more, swelling in pages, readership and distribution. We soon began to notice that our size had made us an easier target and we started getting pulled on certain comments we’d made & articles we’d done, or rather not done.

People were paying more to be a part of the magazine and so I guess they had a right to voice an opinion. But when it came down to it, we stuck our backs against the wall and fought hard to do it the way we wanted, the way we as skateboarders thought was right.

Document was never going to be a promotional pamphlet for the people who had the deepest pockets; it was the news source and core opinion for the skaters who were lining those pockets.


That’s where people still get it all wrong, the industry doesn’t dictate the market, skateboarders do and without sounding patronizing we felt like we were voicing the delights and concerns of what skateboarders in the scene were feeling. We felt that was the essence of our role.

As I struggle to remember my life before skateboarding and now struggle to see my future within it, I start to doubt myself. Maybe we should have changed the way we did things, maybe we should have pandered to advertisers a little more. Maybe our priority should have been to appease those forty year old guys who sit in offices, sweating into their lattes over Power-point presentations on why something they don’t do isn’t selling.

Maybe we shouldn’t have kept ignoring all those calls from PR girls trying to place some faddish junk in the mag and maybe then it would still be going, maybe we could have been surfing high on a wave of marketing and the adulation of all those ex-skateboarders.

Fuck that… I’m glad its done, I’m glad we never bowed, I’m glad real skateboarders read it and called it their own and I’m glad the memory of Document is always going to be clean.

We wouldn’t have wanted it any other way.

Percy Dean