Singletrack outlines future publishing and subscriptions strategy

Independent bike dealer stockists to benefit from two new buy in options
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Singletrack has outlined its plans for the future, telling BikeBiz it has plans to revamp its subscriptions, retail packages, online and print publishing model from the ground up, as well as planning a redesign.

The changes to the publisher's current model are already a work in progess, though from March the magazine will become part of 'a much larger subscriptions package'.

BikeBiz can reveal that subscribers to the magazine will now have access to the magazine in all forms, whether that be viewing via a tablet device, downloading a pdf or sticking with the printed copy.

"The printed magazine is now one part of a much larger subscription package. With enhanced website access plus member benefits, from discounts on holidays to exclusive deals in all our Premier Dealer shops, it’s clear why our readers are opting to subscribe rather than buy from a newsagent. So instead of being designed as a high street-oriented magazine, Singletrack will be heavily marketed at, and designed for, subscribers," said publisher Mark Alker.

"The printed magazine will be redesigned from the ground up and printed on super high quality paper taking it from an already hefty 380g per issue to well over 580g. We’ve taken the opportunity to spread our editorial wings too, with more of the quality, in-depth features we’re known for, a broader contributor base and a refreshing take on the way we tackle product testing."

Retail partners are to benefit from the changes too, with new avenues introduced for stockists beyond the traditional model, where a retailer is invoiced for the magazines that they sell.

Singletrack will soon introduce what it calls a 'premier dealer subscription model', which it says is worth £1,000 per yer, though will cost just a £30 monthly subscription fee (pre April 1st, thereafter £35). This ten magazine package is to include advertising on a revamped singletrackworld.com website, a dealer location listing, free point of sale stands, inclusion in an online dealer feature and perhaps of the most interest to retail, controlled access to the subscriber database - a potential avenue to new customers.

Independent bike dealers will also be able to sell subscriptions to the magazine, via voucher cards that are redeemable online. Trade prices for these will be announced shortly.

The publisher added: "Despite changes in high street buying habits we’ve still increased our direct subscription sales by over 20 per cent in the last 12 months, due principally to our new integrated print and digital subscription system that automatically allows access to Singletrack content, be it in print, online, mobile or tablet for a single subscription price.

"Our aim is to provide Singletrack content to every subscriber in whatever format they choose in a single, simple subscription package. Our website has also seen an increase in regular monthly readers by over 15 per cent in the last 12 months and now reaches over 600,000 unique users every month and delivers over eight million page impressions. All these substantial gains have more than offset any reductions on the high street."

SingletrackWorld.com

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