News
'Cycling's zeitgeist is now'
Jonathon Harker Nov 28 2008, 3:45pm
Future Publishing CEO believes consumer cycling spend can buck credit crunch into 2009
Future Publishing CEO Stevie Spring has predicted that the bike industry will be protected from economic turbulence in 2009 – as it continues to attract record numbers of people to the sport.
Spring said that, in the eyes of consumer, cycling was "with the zeitgeist", following the surge in popularity the Tour De France and Olympic Games had given the sport in 2008.
She told BikeBiz: "In biking, the highlight for Future was launching [online cycling portal] BikeRadar.com. It’s really taken off this year – we’ve had a great year for bikes. We were really helped by the Tour De France and The Olympics, as well as the cycling programmes on TV. Everybody has being encouraged to take up cycling. We’re with the zeitgeist."
Spring also explained why Future's cycling portfolio had seen such a successful year – including BikeRadar attracting three million unique users each month.
She added: “We’re number one in the UK for cycling content. I love this stat: There are 245 countries in the world. And in July this year, we had 210 of them visit our Cycling News website.
"The reason for that success [despite economic slowdown] is very simple: It’s the difference between ‘want to have’ and ‘need to have’.
"If you describe yourself as a cyclist, it’s part and parcel of who you are and what you are. You’re almost a professional consumer in that regard – which is why we call our readership ‘prosumers’. Your monthly magazine is going to be way down the list of things you stop spending money on. That’s why we’re proving more resilient than the overall market.”
Comments
“Zeitgeist”
Posted by: PaliPal - Nov 28, 4:53pm
The difference between 'want' and 'need' for a product has long been exploited by marketeers - the formula works fine in a boom period, but no-one can rely on formulas when the consumer majority exhibit scared or desparate behaviour.
The proof is always going to be in the actual 'real-world' sales - people are too unpredicatble to count on. I do hope that the sales follow the logical path - cycling does make sense for saving on travel expenses.
BTW hasn't some sharp brand called their bike the Zeitgeist model recently - very topical!
“Re: Zeitgeist”
Posted by: Different-Spokes - Nov 28, 8:11pm
The proof will be in the first two months of next year. I predict workshops and accessories will boom as people dust off their old steeds. Low / mid-end bikes will continue to grow. City commuting will carry on booming, especially if we have a nice Spring and the price of oil starts heading north again. There will be a lot of competetion for high ticket items between brands.
“Re: Re: Zeitgeist”
Posted by: neilwheel - Nov 29, 8:55am
Spin is alive and well and living in Bath.
The 'spirit of the time' is fear, uncertainty and doubt over the future (pun intended) thanks to the mainstream media's current obsession with the woes of the City!
Consumers, professional or otherwise, react to direction from the media. Punters may not buy the ad space, but when ABC numbers decline, so will ad revenue for specialist titles. You can't keep justifying ad rates based on the numbers of browsers in WHSmiths or Borders any more. The bottom line is no buy = no spend.
Monthlies will be the first to go as the prosumers (shouldn't that be 'confessionals'?) do a bit of belt-tightening - buying a lifestyle magazine won't win you those all-important 'style points' at the coffee stop !
“Re: Re: Re: Zeitgeist”
Posted by: aftermarket - Nov 30, 10:39am
_I love this stat: There are 245 countries in the world. And in July this year, we had 210 of them visit our Cycling News website._
According to this http://geography.a...s.htm there 195 countries in the world, so there must be Radar consumers from beyond earth!!