MEDIA SPECIAL
Rouleur may soon have its own event
Factory Media
recently moved into a single London office
interviews and sneak peeks. We will be attending Interbike in Las Vegas this year where we will be providing our own closer and more in-depth first look at all the new BMX products that will be shown for the first time there. Big thank you to everyone who supports the site, 2013 should be fun!”
ROULEUR PUBLISHING – As you’d expect
from high-end cycling literature publisher Rouleur, 2012 was a busy year and 2013 isn’t likely to be one for resting on their laurels either. In fact, Publisher Bruce Sandell outlined to
BikeBiz a three point plan for this year. The first will be an investment in a new website due this summer. Key to this launch, the shopping experience will be upgraded, as will the site’s focus on content. Next on Sandell’s list and described as ‘core to the strategy for the business’ is investment in improving the subscriptions model to both Rouleur and Privateer. Last of all, further staff are expected to be
required to assist the expansion, with a full time marketing position having boosted the team in 2012. This year extra editorial staff join the team, as well as staff to assist in the growth of sales.
2012 saw the publisher sign a deal with Bloomsbury Publishing, vastly furthering the reach for Rouleur managed titles, such as Michael Barry and Camille J McMillan’s Le Metier (3rd Edition), Rouleur Annual Volume 6 and the Herbie Sykes’ Coppi. “The relationship with Bloomsbury gives us
more reach into the traditional book trade and clout on international – expect to see some international editions of our books in 2013,” said Sandell. “We have two books out in the spring – the second edition of Herbie Sykes’ Maglia Rosa and Guy Andrews’ Bike Mechanic.” Of the staple magazine product, Sandell
added: “2012 further established Rouleur Limited and our publications positioning at the
BIKEBIZ.COM
‘premium end ‘of the cycling market – with a high spending, very loyal and passionate audience. Both Rouleur and Privateer appeared on the UK newsstands throughout 2012 – within WHSmith High Street, WHSmith Travel and selected high-end independents. Like you would expect from our publications, we selected only the best outlets in our partner’s estates – this year will see us expand this reach into Waitrose, Booths and Easons amongst others using the same rationale. “While expanding our reach on the newsstand – we continue our focus on selling via IBD’s, with a raft of new retailers coming on board in 2012. We will launch a new display unit in spring 2013, exclusively for bike dealers.” With digital and the subscriptions model very
much in the frame for investment for 2013, it’s no surprise to learn that in the summer of 2013, Rouleur will be launching a deluxe version of both magazines. This will be bundled with print subscriptions – so a subscriber has three options: print or digital only and a print and digital bundle. Further to all of those developments and as hinted at in previous articles, BikeBiz is told Rouleur will finally be launching a consumer facing show for spring 2014.
FACTORY MEDIA – Having recently moved
its entire operation under the 1 West Smithfield Street roof, with the design services of professional BMX rider Leo Forte, Factory is now kitted out with bespoke studios, fresh offices and seemingly some fresh ideas. Having ‘soft launched’
TotalWomensCycling.com on January 8th of this year, traffic is said to have seen around 20,000 visits in the first month. Publisher James Carter told BikeBiz: “
TotalWomensCycling.com aims to be the voice of the growing community of female cyclists, with smart writing, inspirational stories, clear how-to’s and jargon-free buying advice.”
Also new for 2013 will be the addition of an
editorial hub in Monmouth, where staff will manage full blown bike testing, new content streams, casual rides and socials. With most publishers gaining the most
It’s not just magazines published by Rouleur - the firm signed with Bloomsbury to promote its books last year
ground by embracing the digital age, Factory’s entire 26-title portfolio is now available on Apple and kindle devices. Blackberry and Google Play compatibility will launch at the end of Q2. Carter said of the digital advances: “The success of this opportunity to gain extended distribution has been significant, with total volumes reaching over 30,000 last month and Dirt magazine leading the way in sales for Factory Media.” Dirt underwent a re-design in 2012 and is
“Totalwomens
cycling.com aims to be the voice of a growing
community of
female cyclists” James Carter, Factory Media
now printed on a heavier paper stock to emphasize the photography. The bulk of Dirt’s technical reviews are now posted directly to the website to better keep up with the pace of the web. On the print front, issue one of a German version has just been printed, with the publisher’s sights set on further international expansion. Remaining with big wheels, Bike Magic is now under the stewardship of James Mcknight, who has overseen the introduction of a structured editorial plan. Since his appointment, Factory claim that time spent on the website has increased on average by an extra two and a half minutes per visit. On to the 20-inch specialist magazines, for
which Factory has Dig, Ride UK, BMX Basics and BMX Talk and the publisher has again altered its strategy to move with the demands of its audience. Dig BMX, now in its 20th year, re-launched with an improved paper stock and tweaked distribution model whereby bike shops are the key beneficiary’s. Despite being sold on the news stands, bike shops are able to carry the magazine free of charge. Race title BMX Talk now claims to have
BIKEBIZ MARCH 33
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