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GRUPPO MEDIA BORN IN A BARN


In total Rouleur has around 100 to 120 IBD


stockists. “We’d like to think we can help IBD’s. People will come in for the mag and then buy a few other things too – and vice versa.” All retailers that stock are high-end, for


Rouleur and for Privateer. Around 20 per cent of the magazines go


overseas, with the States and Australia both big markets. Rouleur doesn’t and hasn’t chased those markets, however – it was closer to a 50/50 balance once upon a time, but then “UK subscriptions took off” and all along the focus has been all about the UK. Followed Gruppo’s MBO, Rouleur is in line for a


re-design, which readers will have clapped eyes on before this issue of BikeBiz lands. With a new designer now with feet firmly under the table, the look of Rouleur has shifted and there’s now a clear delineation between subscriber covers and those on the shelf. But a redesign does not equal a change to the winning formula – Rouleur and Privateer will never have a ‘busy’ design and large, high quality photography is central to the look. It’s the first redesign for the mag and it is going to be reflected online in a brand new site, launching in the very near future. Other post-MBO changes include Rouleur and


Privateer’s first appearance at Cycle Show at the NEC. And there are more events on the horizon for Gruppo too, so watch this space. “When we launched Rouleur we built up our audience slowly,” the duo tell BikeBiz, who add that key learnings came from then partner Rapha, among others: “Rapha targets its customers relentlessly, but effectively. When an email from them lands in a customer’s inbox they want to open it. You want to send them something great.” That commitment to high quality content isn’t about to change anytime soon either – “if an article takes six months before it is ready then we’re going to wait for it”. “It’s all about quality readers. We’d rather grow


slowly with new quality subscribers. We don’t want to be chasing them – like with ‘money off’ offers, that’s not a good business plan.” Besides, Rouleur’s target audience is, almost


by definition, hard to get hold of, but when it finds them, Rouleur and Privateer turn into a habit, with subscriber retension high for the magazines, Gruppo tells BikeBiz, all of which makes both magazines an attractive draw for those wishing to reach those readers.


12 BIKEBIZ SEPTEMBER


“We’re happy to support retailers, especially those who go the extra yard...”


Bruce Sandell, Gruppo


DIGITAL CREATIVE specialist The Barn Agency have put together the new Rouleur site. Barney Macaulay tells BikeBiz about the project… “It’s an exciting time for Rouleur. At the


end of last year they had a great and growing brand but the online presence just didn’t reflect the magazine. “The brief for the website was to capture the essence and high premium level of the publication, but online. They had business


objectives too of course – the site has to pay for itself – so there is an e- commerce


element too and a move to get more content on the site. “Some articles will be free but subscribers


will be get more content from the site. We’ve worked with premium brands but they are usually product focused. Rouleur, however, is all about content – that sells it. They are in a


great position as they can provide the story behind the product, like an Eddy Merckx feature, and then that leads to somewhere the reader can buy an Eddy Merckx poster or model. There’s a closer synergy between product and content. They are a content provider with stories to help sell the product. “We


understand premium brands and how to represent them properly – not crowbarring a brand into a template ‘your logo goes here’. This is the first time we’ve worked in the cycle trade, but our premium and high-end expertise links into Rouleur’s


knowledge of the cycle trade. “You learn a lot as you go along and the


brief inevitably develops with the project. We try to reduce the time spent by using wire framing blueprint for the site initially, then you build it.” www.thebarnagency.co.uk


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