Matt Seaton, The Guardian’s cycling scribe, gave the keynote speech at ‘Marketing and Promoting Cycling’, a conference at the University of Bolton. He said coverage of cycling in the media is on the up and up.

“There’s something in the air…” about cycling

But he stressed that cycling to work mustn’t be sidelined as a "worthy" transport option akin to "adding bran to muesli."

In this YouTube video of Seaton’s keynote speech, the author of The Escape Artist, airs strong views on jumping red lights and Tory leader David Cameron’s cycling credentials. He also believes we’re at a tipping point, with cycling about to go mainstream in the UK.

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