(Chris Mauro, Evan Slater and Chris Cote respectively)

Of all the voices in the industry, none carry so much weight as those belonging to Evan Slater (Surfing), Chris Mauro (SURFER) and Chris Cote (TransWorld SURF). Like a certain oil-loving Texan in the White House might say, they are the “deciders.” Though these editors consult with talented and experienced staffs at their respective publications, these three are most often the ones giving the final “thumbs up or down.” What photos will the industry see? Which personalities will the industry hear about? Truth be told, I’m guessing they’re never in need of people looking to buy them beers. Like most creative leaders, all have a distinct style—though it’s hard to say which of the three has the most appealing “voice.” Mauro has a very natural, honest approach to his craft. Slater certainly knows how to hold an audience—whether in the water or on the page. Cote is not the least bit un-entertaining—successfully leveraging that quality in live motion. Since they all produce quality work, it’s not necessarily about which one has the “best” product. There will always be a healthy rivalry and some strong opinions amongst the “Big Three” surf publications. This being said, they each bring a unique viewpoint and approach to journalism that aptly serves their worldwide readerships. The only challenge for these editors is finding quality content every month that’s relevant yet fresh, educational yet entertaining. I’m sure they’d all agree that having “the final word” isn’t always so easy.

California Roots: TransWorld SURF resides in Oceanside, while SURFER and Surfing are in Dana Point. Cote, a San Dieguito High Alum, is known for having plenty of San Diego pride.

Arch Rival: In the competitive world of publishing, the natural answer is each other. Though I’m sure they might say otherwise. 

Big Corpo Connection: Both SURFER and Surfing are owned by the same public company -- Primedia, Inc.

Evidence of Aquatic Prowess: Evan Slater, who hails from Ventura, was Runner-up in the 2004 Maverick’s contest and finished in sixth place in 2006. His first heat in ‘06 included Greg Long, Tyler Smith and Anthony Tashnick.