PxPixel
No jargon for relaunched On Your Bike - BikeBiz

No jargon for relaunched On Your Bike

In December last year EMAP Active bought On Your Bike, the family cycling magazine. The title is relaunched on Monday but is already available in most major newsagents. It will avoid Waynes Worldisms such as Yo dude, says the new editor.
Author:
Publish date:
full5024_oyb.jpeg

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.

Featured Jobs

the cycle hub

Showroom Manager

The Cycle Hub I Dubai, United Arab Emirates I Competitive Package & Bonus I Date Published Tuesday 26th June 2018

Giant St Paul Logo

Bike Fitter / Sales Person

Giant St Pauls I City of London I Salary: Negotiable Dependent on Experience I Date Published Thursday 21st June 2018

CRC_Logo_620x349-1

Bike Technician

Chain Reaction Cycles I Ballyclare I Competitive Salary & Benefits Package I Date Published Monday 2nd July 2018

Canyon_Logo_1(1)

Brand Content Writer

Canyon Bicycles GmbH I Koblenz, Germany I Salary: Up to €38,000 I Date Published Tuesday 3rd July 2018

CRC_Logo_620x349-1

Retail Sales Advisor

Chain Reaction Cycles I Belfast I Competitive Salary & Benefits Package I Date Published Monday 2nd July 2018