Is Dirt going mainstream?

Issue 51 of Dirt is a re-launch issue and, from the poly-bag mock up shown here, it looks set to be a departure from the usual 4130 style. Half of the poly-bag is boppy, different from the usual grunge look, and the editor says "We want Dirt to become the magazine for all mountain bikers and not just for hardcore downhill and dirt jumpers." There are even pink thought bubbles on the poly-bag....
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The relaunch issue is published on 28th April. It's likely to be a good seller because it ships with an Earthed DVD cover-mount.

Publisher Mark Noble said the mag was being promoted through an extra 1300 newsagents, newsagent PoS materials and improved shelf positioning. There's also a new Dirt website and extra deals for new subscribers.

Editer Mike Rose said: "We want Dirt to become the magazine for all mountain bikers and not just for hardcore downhill and dirt jumpers.

"But fear not, we won’t be losing sight of our roots, image or identity, we just feel that now is the right time to move forward."

The relaunch issue will contain a feature dedicated to women’s wear and there is a factory visit to DT Swiss, and an industry interview with Mojo’s Chris Porter.

Rose said the magazine was being revamped because of "improvements in mountain bike suspension and product technology, the development of permanent mountain biking venues and a better understanding of mountainbiking in general."


http://www.dirtmag.co.uk

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