Passion for BMX leads to publisher's career

By: ALEXANDRA DeLUCA - For the North County Times | Wednesday, June 1, 2005 11:30 PM PDT ∞

OCEANSIDE ---- Brad McDonald's passion for BMX took him all the way to the top ---- not of the pro circuit, but of the magazine world.

McDonald, 34, is the group publisher of TransWorld Media, a leading publisher of young men's action-sports publications. With an audience of more than 6 million, TransWorld Media's properties include six consumer magazines, two trade magazines, Web sites and merchandise.Ý

Growing up in Northern California, becoming a magazine publisher was the furthest thing from McDonald's mind. At age 10, he developed a passion for riding BMX bikes and spent his teen years hanging out with other BMX bikers and skateboarders. Around age 15, McDonald began taking pictures of his friends, which led to gigs shooting pictures of BMX and skateboarding for companies, he said.

After enrolling in college at UC Riverside, McDonald was offered his dream job: being a part-time staff photographer for Go Magazine, a legendary BMX magazine McDonald had read for years.

"I realized I probably wasn't going to become a pro rider, so working for a magazine seemed like the next coolest thing," said McDonald, who was 20 when he began working for Go.

The job didn't pay well, but McDonald loved every minute of it. When Go folded a few months later, McDonald saw an opportunity, and at 21, he started Ride BMX magazine out of his college apartment.

For two years, McDonald did it all: He wrote articles, took pictures, sold ads, typed in subscriptions ---- all out of his apartment.

He recalled a college classmate telling him that Ride BMX would look good on his resume. But for McDonald, that wasn't the point ---- this was a business venture, not a summer project.

After graduating from college in 1994, McDonald started a second magazine called Snap. Snap covered the racing side of BMX, while Ride BMX was devoted to the freestyle side.Ý

With BMX and other action sports gaining exposure through the mainstream media, both magazines took off. In 1998, McDonald sold both titles to TransWorld Media.

McDonald said his motivation in becoming a part of TransWorld Media was to have a bigger platform and the ability to launch new projects without risking everything. Today, TransWorld magazines cover BMX, skateboarding, snowboarding, surfing and motocross, and is launching a magazine focusing on ATVs. Headquartered in Oceanside, the company also has an office in Orange County, where McDonald spends part of his time closer to his home.

"Our markets are pretty volatile, so we've got to be diversified," McDonald said. "My break in this business came because I worked for a company that was only in BMX and went under when things got tough in that market. That lesson has stuck with me."

McDonald said being a former participant in the sports covered by TransWorld Media gives him a unique perspective.

"I can put myself in the shoes of that 14-year-old (reader)," he said.

The passion that inspired McDonald as a teenager is the same thing that drives TransWorld Media to this day, he said.

"Every (TransWorld) magazine has passionate, passionate people running them," McDonald said. "It's not just a job to most of our employees.Ý Almost everyone on the editorial side is an active participant."

Although his childhood dreams of being a pro BMX biker didn't come true, McDonald is nonetheless happy with how things turned out.

"I'm in a lucky position. What I do is very fun," he said. "Not many people are able to turn their hobby or passion into their job, so I'm very fortunate."

Tips from the top

Brad McDonald, group publisher of TransWorld Media, offers these keys to career success:

Follow what you're interested in.

Use your passion to work harder than someone else would.

Don't lose objectivity and business sense.

When you see an opportunity, go for it.

Contact Alexandra DeLuca at alexandra.l.deluca@gmail.com.