BikeBiz readers will get a sample copy of On Your Bike early next week as EMAP Active has paid for their smaller, taster issue to be inserted into the BikeBiz mailing. Theres also a detachable four page ratecard attached to BicycleBusiness.
The full On Your Bike magazine was sent to subscribers, contributors and advertisers earlier this week.
According to a story in todays Press Gazette the new On Your Bike will target down-to-earth family types who are fed up with all the Waynes World jargon of most other cycle magazines.
Here are some extracts from the Press Gazette coverage:
A new editorial team is in place and the launch will be backed by £250,000 promotional activity.
The title, acquired from Carlton Reid in December, has had a radical overhaul and Emap is hoping for settledown sales in the region of 30,000. It will target a 30-plus male as well as female audience.
Andy Benham, publishing director of the country and gardening titles at Emap Active, said the intention was to grow the market rather than poach readers from existing titles. But he suggested real bike fans were becoming bored with the Waynes World approach and language adopted by the rest of the sector.
Editor Richard Baker also claimed there was a potentially massive market for readers dissatisfied with existing titles. It is all California West Coast jargon like Yo dude! Well speak English rather than jargon, he said.
Baker said an On Your Bike reader would be more interested in where a fellow biker had been than from where he had bought his flash Lycra suit.
The magazine will remain very family-orientated and editorial will include suggested routes, overseas riding and tests of outdoor products.
Kenny Pryde, editor of IPCs Mountain Bike Rider, rubbished claims of off-putting jargon and added: If they are going for the place between MBR and MBUK, I dont think there is room as two bike titles have both folded recently.