Just Riding Along

MB Action goes digital

(thanks to Tim at Blue Collar MTB for this tip!)


Venerable cycling publication Mountain Bike Action has just gone completely digital by teaming up with a company called Zinio.  MBA offers a digital subscription for the same price as regular old print.  The benefits of this format are immediate delivery, a personal archive and more robust and precise search capabilities.

It looks super sharp and I'm curious how many folks will sign up.  I also wonder if their advertisers will mind that their horizontal ads can't be viewed correctly.  I think it's sort of ironic that MBA is the first to do something like this because I was just talking at Interbike about the fact that their format and design hasn't changed forever and that they were sort of the "old school" mag.

The interesting thing about services like Zinio is that this is sort of a compromise between two worlds; the experience of a magazine and the experience of the web.  While I'm psyched to see MBA try this, I think it's pretty interesting to see how publishers are still clinging on to the magazine experience and being reluctant to offer the content free on the web.

While I give them props for trying something new, I don't quite understand why they don't just take a cue from Dirt Rag and release most of the content free as real web pages instead charging for this "digital magazine" format.  Or, if they're not into the totally free model, why not do something like the NYTimes.com (and others) where most of the content is available free and certain articles require a subscription? 

By using Zinio, MBA will drive absolutely no traffic to their own online property, the pages do nothing for search engine placement, and the content cannot be linked to from other websites.  To me, these are huge disadvantages.

All that being said, I give them props for trying something new.  As the online audience grows because of the increasing influence of consumer generated media like blogs and forums, print publications have to start experimenting and finding ways to offer more engaging digital content. 

What will be next?  Which magazine will get 100% behind the blog format?  How long will magazines wait and watch sites like BlueCollarMTB increase in popularity before starting a blog of their own?

Electra on the "O" List

A few weeks ago, BRaIN reported that Electra's "Rosie" cruiser was featured an issue of "O, The Oprah Magazine."

This is great exposure for Electra and for bikes, no doubt about it.  But how many non-cyclist Americans will consider taking "Rosie" up against traffic on their morning commute?

It would be great if something other than cute cruisers could get this kind of exposure.  These Electra cruisers (and others) have gotten tons of press because the mainstream, lifestyle media is smitten with their retro-metro look and flashy graphics.  What the bike industry needs is a bike with the fun visual appeal of the "Rosie", the utility of a Breezer, the distribution of a Trek, the durability of a Surly, and the exposure of an Electra.

This new line of bikes would be hip, beautiful, utilitarian, durable, affordable, simple, and available.  I know they'd sell well in Portland and other bike-centric towns and who knows, with some luck, maybe even the editors at O Magazine would like them.

bike Magazine time warp

Perusing the July issue of bike Magazine and I came across an article titled, "Pro Riders Race Into Cyberspace."  Initially I was excited, thinking I would find out about some pros that have started blogging.  But to my surprise the article mentioned just regular old websites. 

Haven't websites been around for years now?  Don't get me wrong, there's nothing wrong with them; they're a great way to present brands and information.  It's just that blogs are much better for connecting with fans and I think they can do much more for the ROI of sponsors than traditional websites...that is, unless all sponsors want is a place to read a bio and look at pretty pictures of their athletes.

This quote could have been uttered 5 years ago:

"...if they (the fans) can't make it to the races, then they can e-mail us on our websites and talk to us...if you think about that and you consider the value you're supposed to offer your sponsor, then being on the web and reaching out to the public with your own site makes 100% sense."

What would really make sense is if more pro riders actually started blogging.  And I don't mean occassional "diary entries".  I mean frequent updates, open comments, outbound links...you know, actually participating in the conversation, instead of handing out electronic brochures.

To see a good example check out  Giant-sponsored rider Jeff Kerkove's blog.  He is creating amazing value for his sponsors by frequently updating his blog, providing photos and reports of events, and giving reviews/plugs of his sponsor's products.

The online habits and expectations of cycling fans have matured and changed and it's time riders and the industry change with them.  E-mail addresses posted on websites and anonymous contact forms are no longer enough.

VeloNews seeks web brand manager

Inside Communications (publisher or VeloNews, VeloNews.com, Inside Tri, etc...) is looking for a tech-savvy "Interactive Brand Director."  Whoever gets the job should get them blogging ASAP.  They've got a ton of talent on their masthead and I think they could really extend their brand online by empowering their staff with blogs.  Here's more from the job description:

...to manage its high-profile Web sites and interactive businesses. The successful candidate should have experience in creating interactive media concepts, managing multiple interactive projects, e-commerce, budget development and implementation specifically geared toward controlling costs and optimizing profitability within the brands...Must have strong Internet, emerging technologies and computer knowledge. HTML programming skills required. Additional programming skills (php, Flash, etc.) a plus. Cover letter and resume to: Human Resources, Inside Communications, Inc., 1830 N. 55th St., Boulder, CO 80301-2700. E-mail: [email protected].

Read the full description here.

Guest Editorial in Bicycle Retailer Mag.

Just a reminder to make sure you read the guest editorial in the August 1 issue of Bicycle Retailer & Industry News Magazine (BRaIN).  The topic is blogging and it was written by yours truly.

It's not the greatest bit of writing I've ever done, but if it gets just a few more folks in this industry to start blogging, I'll be happy.

If you don't get the magazine, here's a link to the article on my web site.  (Unfortunately BRaIN doesn't release any of the content from their magazine on the web so I can't link to it directly).

New "magalog" debuts

This just in from Bicyclenewswire:

There's a new magalog hitting mailboxes nationwide in the next few weeks.  Part catalog, part magazine, Preem is yet another player looking to capture a part of the lucrative high-end road market.

It will be published quarterly by Alan Friedman, a long-time bike industry marketing veteran who has worked for Carb-BOOM! among others.  According to Friedman:

"Preem showcases innovative road cycling products that aren't in wide-spread retail and catalog distribution. It is mailed to a list we've developed of road cycling enthusiasts who have the interest and income to buy high-end products."

I like what these guys are doing.  They're providing a valuable service to an underserved market.  Is this a sign that the uber high-end, obscure, weight weenie market is starting to mature and become more mainstream?  Is there no stopping this trend of high-priced bikes? 

Look for Preem at Interbike in booth 206.

Welcome Dirt Rag readers

I just realized the Dirt Rag E-Newsletter had a link to this blog.  But I also noticed they didn't give any description of what this blog is all about.  So, here goes.  Along with being a rider and contributor to Dirt Rag, I'm also a bike industry geek.  I started this blog because we only have one magazine devoted to covering bike industry news and I wanted to get some coversation going about topics I feel are important. 

One such topic you might like to read about is how bike makers are promoting irresponsible trail use in their advertisements.  I don't think this is cool  What do you think?

This blog is read by people that work at bike companies, write for bike magazines, and work at bike shops.  If you have any thoughts or opinions you'd like to share with them, I'd encourage you to leave a comment.  Now's your chance, use it wisely.

The truth about bike reviews

Tim over at Blue Collar MTB has let the cat out of the bag about bike reviews in magazines...or has he?  What is the truth about bike reviews in magazines? 

Here's an excerpt from Tim's post.

...over the last couple of months...I’ve run across a couple of bike reviews where the reviewer admitted to only taking the bike on a couple rides. I’ve heard rumors of different magazines getting paid to review a product...and other publications only reviewing products once the company has purchased advertising with them...

This was made clear to me recently when we were talking to a certain bike manufacturer about reviewing a bike for them and they would only allow us, at most, a month to review their bike. Unless I lived on this bike for that month there is no way we could give an honest review. So we turned them down. We’ve already had people tell us they have bought bikes based on our recommendation and the last thing we are going to do is compromise that trust just because some company says “that’s not how other people do it.”

I don't have a ton of knowledge about this  because I've only worked with one bike brand and reviews weren't a part of the plan.  But, I have thought about this issue and I'd love to know more about how it all works.  Are bike magazines being paid to review bikes?  I know advertising plays a part, but to what extent?  Whose responsibility is it to ensure objectivity and honesty in the review process?  The magazine editors?  The manufacturers?  The PR/marketing people?  The readers?

Blogging in BRaIN

Blogging made the front page of the June 15 BRaIN Magazine.  The story, "Companies Learn to Blog the Bikeosphere" was written by Chris Lesser and featured a few bike bloggers including myself, Tim "Masi Guy" Jackson, Tram Line, and Surly.

It's great to see BRaIN spreading the word about blogs to more folks in the industry and Chris did a great job of explaining what they're all about. 

As for my quote, I think the first part came out sort of strange, so here's an explanation.
First, the quote:

"Think of how many sales guys love working in the industry and just love their jobs.  Right now, what's the avenue for them to convey their enthusiasm?  It's Interbike, it's meeting people at Sea Otter,  it's a couple days of the year."

The explanation:

This industry runs on passion.  Most people aren't in it to get rich, they just love bikes and they love what they're doing.  I think blogs are a great way to convey that passion to more people; whether you're a product manager, a brand manager, a shop owner, a CEO, garage innovator, whatever.  Blogs can be like a year-round trade show conversation; a virtual trade show booth for you to show your customers what you're all about, convey your brand's values, display your products, and most importantly, a place to connect.

 

GPS: The next big thing?

Several months ago I saw a little story in BRaIN about how GPS units for bikes have really come a long way.  More recently, I've noticed that they're some of Mountain Bike Magazine's  "Favorite Things"  and Road Magazine did a little article about U.S. Pro Erik Saunders using one during the Sea Otter Road Race.

Imagine having someone walk into your shop and download all the local rides right into their handlebar-mounted GPS unit.  Or, maybe IMBA could make a select list of their Epic Rides available via GPS as a membership premium.  As these units become more common, consumers and shop owners will start figuring out all sorts of cool ways to use them.  Should be interesting.