MEDIA SPECIAL | CYCLING PRESS
Rouleur’s business now spans events, magazines, books, online and more
BikeBiz Award-winning website
Road.cc (above)
start of February we surged past 300K unique users and by mid-month we hit 340K with page views and visits showing correspondingly similar levels of growth.” The forum continues to gain in popularity,
something Atkinson says is key to “creating a sense of community.” Further, the launch of a Fantasy Cycling game has thickened the stream of regular visitors further. “We’ve also launched our Buy It Local
buttons, because we think it’s important to show that online media can support IBDs; and we are going to be launching some other exciting new things later this spring. We will also be concentrating hard on being first with cycling news, and making our reviews and technical coverage even better – those things that helped make our name,” added Atkinson. Analytics figures seen by BikeBiz confirm in 2011 the site saw 4.7m visits, two million of which were uniques, generating 14m page views.
VELOVISION & ELECTRIC BIKE MAGAZINE
Peter Elands’ two magazine stable of VeloVision and Electric Bike Magazine continues to move with the times, with both titles now downloadable via an iTunes app and also offering android compatibility. At just over a year old, Electric Bike Magazine has just published its fourth issue, with a print run of 10,000 copies, most of which are distributed through partnering bike shops FOC. Publisher Eland told BikeBiz: “Advertiser
support is growing, particularly in Electric Bike Magazine. Given our dedication to the sector and offer of editorial reviews of our supporter’s bikes, I think we offer something quite unique.” Both titles are now published three times per
year, though growth permitting, Eland will look to increase the frequency in time.
CYCLE COMMUTER – Cycle Commuter is a twice annually distributed magazine published by the contract publishing arm of Farrelly Atkinson, the minds behind
Road.cc.Hitting the
30 BIKEBIZ MARCH
Cyclescheme’s magazine, produced by the contract publishing arm of Farrelly Atkinson
customers buying into the Cycle To Work program, the 35,000-plus copies are evenly sent out across the six month shelf life, with the spring/summer issue landing in April and the autumn/winter landing from October. Magazine distribution is backed by a hefty road show presence from Cyclescheme. Elaine Curtin of Farrelly Atkinson told BikeBiz: “Content is focused on empowering new cyclists with product and practical advice on cycling to work, written by Dan Joyce. He also supplies product, maintenance and tech info content to the community section of
cyclescheme.co.uk.”
ROULEUR – As revealed in BikeBiz’s December edition, Rouleur is branching into events, further broadening the publisher’s business. Sadly, at the time of press things are still hush hush on what we can expect from the Rouleur Gruppo event, but what we do know is that it’ll target road cycling fans and will tie in with the London Nocturne over the weekend starting June 8th – itself attracting 11,000 spectators and the cream of British racing. Publisher Bruce Sandell told BikeBiz that it’s been subscription sales driving his portfolio forwards over the past three years and that a slow down is not anticipated. “Our mix is roughly 60 per cent subscriptions with the remaining 40 per cent split equally between web sales and retail, said Sandell. “The magazines are not time sensitive and are extremely collectable – so we have a thriving back issues business, every issue sells out. This year we’ll spend on subscriptions marketing to further grow our base – our demographic of 35 to 50-year-old affluent men is a perfect subss audience. They are settled and have money.” Magazine publishing aside, cycling books
continue to sell well with Rouleur backing and due this spring is an illustrated version of Need For The Bike by Paul Fournel. This launch will be followed in the autumn by the sixth instalment of the Rouleur Annual, along with a new book on a yet-to-be-named legend of road cycling.
On to digital developments, both Privateer
and Rouleur became available on Apple’s newsstand late in 2011 and are said to be performing well sales wise. Sandell told BikeBiz: “In April 2012, we will be
launching a three tiered subscription offer (print only, digital only and print and digital) – in addition we will have upgrades for our print subscribers where, for a small fee, they can upgrade their subscription to print and digital. Rouleur’s subscriber survey back in October 2011 identified that 45 per cent of subscribers already owned iPads – we expect this to be significantly over 60 per cent now, which is well above average for a UK-based magazine. This highlights the potential of the tablet for our audience. We will launch some one-shot digital mags later this year and also will be offering enhanced advertising for our customers.”
IPC – Just prior to Christmas IPC made the announcement that it was to launch the Road Cycling Show, set for Sandown Park on April 21st and 22nd this year. In a link up with TCR Shows, organisers of the Traithlon Show and Running Show, IPC will work alongside ex-Cycle Show director Andrew Brabazon to bring about a wholly road orientated show. The show will be a mix of trade and retail and the organisers are working with manufacturers, distributors and retailers to offer visitors the chance to see, test and buy the key models from many ranges. Seminars with some of the country’s top riders and cycle industry experts will also be taking place throughout the weekend as well as a focus on grass roots cycling in the Club area. Keith Foster, publishing director for IPC’s cycling titles, said: “We’re very pleased and excited to launch this show. With the huge growth in cycling in the UK, especially London, we feel the time is right to take this opportunity. Feedback from the trade has been very positive and we look forward to working with TCR and the industry in creating the best road cycling specific show in the UK.”
BIKEBIZ.COM
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