Source Interlink’s Action Sports Group has formed a new partnership with the Board Retailers Association that will provide a monthly advertising space for different core retailers in an ASG magazine.

One retailer per month will be chosen by the BRA board of directors based upon different monthly contests, such as which stores have the best window displays, social media outreach or event creation and promotions.

The winning retailer’s ad will run in the appropriate ASG publication – Surfer, Surfing, Skateboarder or Snowboarder.

In addition, the retailer will be featured in a month-long, online campaign.

I asked Tony Perez, publisher of Surfer and Surfing Magazine, some questions about the new partnership.

Why make this connection with core stores?

Because they are core. I really believe that the core brands, core retail and core media are connected at the hip and must find creative new ways to stay one step ahead of the game to help keep our industry moving forward.

As a media business, it’s our role to influence the readers to stay connected to those retailers and brands because it strengthens that important relationship we’ve been fostering for more than 50 years.

We must preserve for our children what we have been able to enjoy—for instance, I grew up hanging out at my local core shop in San Diego; it was my second home. I just can’t imagine my kids growing up hanging out all day where their mother shops for toiletries.

How did you get the idea?

About a year ago a certain retail owner had sold his homes in order to keep in good standing with his vendors and keep his store going. I was like, ‘That guy is the man and I want to do something for him.’ I continued to reach out to some of the local CA based core retail shops when we had remnant space in the magazines to help them during difficult times.

I realized, though, that we need to do this nationwide and felt BRA would be a great organization to facilitate the program.

Have you done anything similar – given advertising space – for other initiatives before?

I have never just given advertising away per se. But yes, for those who we felt have earned it, we have offered added value for sure.