Dennis Publishing's Bikes Etc launches today

There'll be a reviews-based website to follow early next year, BikeBiz learns
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Dennis Publishing's follow up to Cyclist, Bikes Etc, is hitting the nation's magazine racks today.

The new monthly road cycling mag is priced at £4.75 and focuses on testing and reviewing, with reviews, performance advice, maintenance and the best places to ride.

As with Cyclist, there’s a significant launch and marketing investment with copies to be sampled to IBDs, cycling cafes, and sportives.

“We’ve had an incredibly positive launch with Bikes Etc,” commented publisher Nicola Bates. “Before we’d even put ink on paper, we’d signed up over 3,000 people to receive issue one via subscription. Retail newsagents have also embraced the launch, with all major retailers stocking Bikes Etc alongside Cyclist. They’ve seen the strong sales performance of Cyclist and trust that we can deliver another product that will drive their sales further, and help keep the cycling category buoyant.” 

Ad director Sean Igoe added: “Since we first went to market, the response has been overwhelmingly positive about the launch and with Dennis’ ambitions within the cycling market. Launch issues are always a challenging sell as you are selling blind to an extent. We budgeted to have 20 pages of advertising, in the end we sold 27, and sold out two days before deadline. I would like to thank the market for their continued support, and look forward to working with you in 2015 with our exciting web launch.”

There are plans to launch a reviews based website in the spring of 2015, the firm said.

Members of the bike trade after a free copy of issue 1 should contact jake_adams@dennis.co.uk

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