IPC to launch 'On Your Bike'-style mag

The publisher of roadie titles Cycling Weekly and Cycle Sport will next month produce Bicycle Magazine, a title aimed at leisure cyclists who are deterred "by the intimidating content and presentation of the enthusiast magazines."
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IPC will produce two issues of Bicycle Magazine over the summer. The first issue will out towards the end of May.

It is "aimed squarely at recreational and leisure cyclists," as was the original On Your Bike magazine from 1997, published by BicycleBusiness editor/publisher Carlton Reid. This quarterly magazine - distributed by Halfords, a surprisingly low number of IBDs and available in newsagents - was sold to EMAP in 2000. EMAP turned it into a mountain bike magazine, and it soon flopped.

IPC now say the leisure side of the cycling market is expanding because of "the ever-increasing popularity of charity cycle rides, to the simple realisation that cycling is a fun, healthy and environmentally-friendly leisure activity."

IPC do however realise that leisure cyclists don't tend to buy cycle magazines.

"The number of UK cyclists far exceeds the sales of cycling magazines, leading to the obvious conclusion that the majority of leisure cyclists are not interested - or are simply deterred - by the intimidating content and presentation of the enthusiast magazines."

Bicycle Magazine will be aimed at non-competitive cyclists. It will be about "cycling for enjoyment; health and fun; catering for all abilities - from the first-time charity ride participant, to those seeking fresh inspiration, as their interest in cycling grows."

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