The Reason Snowboard Magazine Interview!

Posted on Friday 3rd February, 2012 Times Viewed: 4078
We had a catch up with Ian Sansom from The Reason Snowboard Magazine! What can we say about it other than it's Rad!

Words - Kaz Willmer
What is The Reason?

IS: The Reason is a high quality, free print magazine that is 100% independent and printed on FSC certified paper using vegetable oil inks. It's the culmination of 20 years of being involved in the snowboard industry and its - finally - the magazine that we really want to make. Owning our own thing means that we make the rules, not some faceless money men or ad-hungry publishers. We try to do things right.

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Image- Jerome Tanon

How many faces are behind the Reason and who are they?

IS: Everyone who contributes to The Reason helps to make up the whole, but the core of the business is me, my wife Helen Sansom, photographers James North, Russ Shea and Nathan Gallagher and our art director Justin Day


Where are you based?

IS: Personally, I'm based on the North Kent coast, but we took a decision early on not to waste money on an office and to work remotely instead. Not only does that save money, but every one of us can live and work from where we want to and we keep in touch by mobile, email and upload files to an FTP server. It means that we can travel and still work on the magazine, so it's pretty awesome.


When did the Reason first launch to the public?

IS: Issue 1.0 came out in October 2009. I'd like to thank every reader, advertiser and contributor that we've had in that time as without you we'd be nothing.


What made you decide to embark on the Reason?

IS: It was really a matter of taking things into our own hands. We care, really care, about snowboarding and wanted to demonstrate how it makes us feel and highlight all the amazing experiences that it's brought to us


There's a lot of magazines on the market - what makes you different?

IS: Well, for a start, we're free. We make it a priority to ensure that everything we do is done to the best of our abilities - we use high quality paper and we don't cut corners on costs to save money. We print in the UK. We have our own voice. We work with people that we want to work with and we're all about snowboarding.


Where did the name originate from?

IS: It came up when Nathan Gallagher and I were discussing leaving the last magazine we worked at and why we felt it was time to move on. We kept saying 'The Reason I don't like this job is, or The Reason we need to do this is, The Reason the time is right is...' we added that to the The Reason that we love to snowboard and it just sounded right.


What can we find in a copy of the Reason?

IS: We're available in most UK snowboard stores, four times a year. Go in and ask for us by name and tell them that GoneBoarding sent you. If the store doesn't stock us, ask them to get in touch and we'll send copies out to them. We also started offering paid subscriptions this year via our website for people who live too far from a store. Unfortunately we couldn't keep them free cos the mag is so high quality and expensive that it costs a fortune to post out!


The feel/paper of the magazine is different - tell us about this.

IS: We really tried to move away from the glossy paper that so many magazines use. We wanted a more organic feel to the paper we chose, which is why we went for that one.


How do you go about choosing stories for the Reason?

IS: At the beginning of every winter we sit down and plan what we'd like to cover and where we'd like to go and make plans around those ideas. We also talk to our international contributors to see what their plans are and work around them as well. We tend to work with contributors who get what we're doing and what we're trying to achieve - it's a lot easier to work with people who see things the same way. I ask them to send the shots that they love but know that no one else will publish - when people feel the same way about snowboarding as we do, this always yields amazing work. I'd like to say thanks to guys like Jerome Tanon, Silvano Zeiter, Danny Zapalac, Scott Serfas and Carlos Blanchard for believing in us and contributing to the mag.


How do you go about choosing cover shots?

IS: We don't do action covers! I'm a real believer that snowboarding is about way more than just going snowboarding. The best times you have riding are with other people and what makes it so great is the sharing of experiences. We pick our covers to inspire people, hopefully to make them want to be there, or to be the person that's in the shot, or to want to experience what they're seeing. Hopefully the cover will inspire people to go on their own little missions and broaden their experiences.


You've got a website too - are you planning on moving more content on there in the future, or want to remain as a print magazine?

IS: We made a decision early on - 'print for stories, web for news'. Trying to read a 2000 word feature on a website can be a shitty experience and I feel that photos look best on paper. We'll always be a print mag, but there's some exciting things in the future to hopefully help extend our reach further. you'll see for yourselves in September


Where are you planning on riding this season?

IS: The wishlist goes something like Italy, Canada, Austria, the US, Scotland and the UK domes. Whether I get the time or have the money is another matter, of course...


You've some very indepth equipment reviews - how do you go about testing your equipment and getting a wide range of unbiased views?

IS: In addition to The Reason, I also run the annual UK snowboard test www.thesnowboardtest.com where we get hundreds of riders to come out and shred hundreds of pieces of the next seasons's kit. All the results of these tests are collated into a huge database that is sent out to UK snowboard media. In addition, we do our own testing out there. We're product nerds. You should see us at trade shows, we're like kids in a sweet shop. This year The Snowboard Test will be opened up to anyone who wants to go. It's a three day/two night trip to Austria from the 5-7th May with an accommodation and lift tickets starting at £150. Just add your transport and you've got three days of on hill shredding of ALL of next year's products. It's a sweet deal, check the website for more information - www.thesnowboardtest.com


We enjoy your focus on the British riding scene. Are there any riders you think we should be watching?

IS: Aimee Fuller, Billy Morgan, Will Smith, Jesse Smith, Andy Nudds


Any other shouts?

IS: I just want to say thanks to everyone who has been behind The Reason. We're a small, independent company and your support means everything.

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