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The Private, Exclusive Guide for Serious Divers Since 1975
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August 2022    Download the Entire Issue (PDF) Vol. 37, No. 8   RSS Feed for Undercurrent Issues
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U.S. Dive Magazine's Best Diving Destinations

reader's votes only mean they have been there

from the August, 2022 issue of Undercurrent   Subscribe Now

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Many years ago, when I was Technical Editor of Diver Magazine in the U.K., we came up with the idea of introducing Diver Awards in several categories for diving products and services. We were probably the first diving magazine to do that, and we commissioned expensive bronze statues of a diver to present to winners. It was a way to encourage dive businesses to spend more on advertising in the magazine.

Dive magazines everywhere picked up the reader-favorite approach, and those that remain still publish flawed polls.

The Editor-in-Chief wanted the competition to be fair and depend solely upon the reader's votes. Soon, many potential winners realized that they could buy vast quantities of the magazine and give them out free to their customers, who would, of course, vote for them. Magazine circulation boomed, and it was 'win, win' all around, or so we thought....

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