Four recently departed employees of Factory Media – publisher of BMX magazines Ride UK and Dig BMX – have started up their own 20-inch dedicated publication, dubbed The Albion.
Pulling no punches, the four have issued a statement which reads: "The magazine that brought us together came from humble beginnings with pure intentions. As BMX has expanded, that once respected BMX magazine has strayed off course due to newfound corporate purpose, compromising our work and dedication to a magazine that wasn't our own."
In a further twist, The Albion is to compete with bike shop distributed Case magazine, that is itself just five issues in and started with a similar message. The Albion will rely solely on advertising for revenue and will carry no cover price.
The four behind the new launch are photographer and pro rider Daniel Benson, ex-editor of Ride UK Steve Bancroft, George Marshall and Tim March.
Could it all be a hoax, though? The first issue is due on April 1st. Watch this space.