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MOMENTUM MAGAZINE inflated by the fact that it was so dominant for about 15 years. People walking into their local store sometimes had little choice but to buy a mountain bike. The strength of the transportation biking trend is also dependent on the development of appropriate urban biking infrastructure. It’s little help having a bike if you’ve got nowhere to ride it, a lesson familiar to mountain bikers as well. So, the bike industry will benefit from this trend to the same degree that it works with transportation cycling advocates, supports initiatives to get bikes on public transport, and sees this trend in a holistic, systems perspective. This view must take into account riders of all ages and abilities – not just highly capable riders. Cycling is for everyone – from little kids to grandmas, so we have to ensure that there are safe and connected routes so that all levels of riders can enjoy cycling – and continue to invest their money in this form of transport. How has the magazine evolved and grown? When I re-launched the magazine in 2005 it had a glossy cover, but the interior pages were printed black and white on newsprint. We have slowly increased the page count, the amount of colour and moved last year to a glossy paper stock. We have made gradual improvements in quality and increased our network and our distribution organically. We are somewhat strategic in our growth, but we’ve also enjoyed much serendipity and I am always amazed at the people who find us. How many bike shops are involved? About 200 retailers. You seem to be in cities with existing bike cultures. Are you making inroads into ‘anticycling’ cities? We’re not making a particular effort to do that. There are enough cycling-friendly places to keep us busy at the moment. If anyone reading this feels that their town or city is bike-hungry and needs some pro-biking media, I’d encourage them to get in touch. What's your print run? How does the mag pay its way? Our print run has reached 25,000 BIKEBIZ.COM heard very positive feedback from people who attended the show. We contributed something of value and something novel. It probably acted as more of a launching pad for creativity than as the ultimate bike fashion or art show. More than anything it was a learning opportunity for us. I’m very critical of everything we do, so there are many things I would change next time. The greatest success was how everyone worked together and fulfilled their roles beautifully – from the stylists, dressers and models to the DJ, the bike mechanics, Interbike staff and all the exhibitors who submitted clothing and bikes featured in the show. The mag has an accompanying website – copies. Advertising is our biggest source of revenue and we are receiving a growing stream of individual subscriptions with authorised dealers. Financially, it has been a struggle. We operate on very tight budgets and we owe our existence to the dedication of our staff and contributors, many of whom work for very little pay or volunteer their time because they share our mission. How many bike companies ‘get’ what you’re trying to do? More get it every year. In previous years we approached larger bike manufacturers and many of them understood our mission – but now they are committing money to the transportation category and creating a budget line for its marketing because the business case for doing so is strong. Larger bike manufacturers require the economic justification to support any changes they make in their manufacturing and advertising. At this point people in North America have a genuine need, as well as a genuine passion, for transportation biking. This is the demand those companies needed to see before they could fully get behind us. How many full-time and parttime staffers work on the mag? There are three of us in the office full-time, plus a couple of parttime support staff. We have a designer and editor who both work from home and we have a network of dozens of contributors all around North America who contribute once in a while or on a repeat basis. Momentum magazine presented a bike-borne fashion show at Interbike. How did that come about? Bikeosphere, the first fashion show, was an art show and fashion show which we presented in July. It was intended as a way to make the world of the transportation cyclist more visible. It was inspired by a conversation I had with a woman who had begun riding her bike more. She said, “I’ve been riding on the bikeway instead of driving my car, and it’s like another world.” Indeed, it’s true, when you travel on routes that are heavily used by cyclists, you can begin to see the possibilities for cycling in our cities. This is something we see on our bike routes everyday – but for years we have not seen it reflected in the media – or even in much marketing created by bike manufacturers. Once you experience the quiet, friendly, flowing ‘Bikeosphere’ you instantly understand the folly of our automobile-clogged streets. So we asked artists to show us their version of the Bikeosphere. The fashion show was a performance component of the show which was intended to be very simple – to show real people riding bikes in fashionable, everyday clothing. North Americans have long been told that cycling is a sport, so we wanted to give them more images of cycling as something you do in the course of your everyday life. The Interbike fashion show was an amazing opportunity which was extended to us after Rich Kelly, Interbike’s marketing manager, saw the video of our Bikeosphere show. We had a short time to plan the show which showcased clothing and bikes from Interbike exhibitors. It was a great learning experience – and we were glad Interbike was willing to take the creative risk and collaborate with us. It was a very positive experience and we are looking forward to taking what we learned this time and applying it to an even better series of shows in 2009. We Do you think every country could do with a mag like Momentum? Sure. There’s a need everywhere for media which reflects the cycling lifestyle – especially where cycling is a growing part of the transportation picture. When you ride a bike you often feel small and vulnerable and it is very encouraging to read a publication which speaks to your experience. The UK has given us inspiration with publications for urban and transportation cyclists, like VeloVision and City Cycling as well as the now defunct Bike Culture Quarterly and EnCycleopedia. What are your plans for the magazine? To double the page count; to pay our contributors and staff fair wages for the incredible work they do; to improve the quality of our editorial content; to influence and collaborate with the bike industry so we can better serve the needs of utility cyclists; to connect advocates, the bike industry and the riding public to build a stronger demand for cycling infrastructure; to continue to joyfully communicate that by choosing simple, appropriate solutions like the bicycle we can positively transform our lives and take less of a toll on the earth. This list can go on and on. We’d love to dedicate more energy to our website, accomplish as much of our distribution as possible through pedal-power, and locate our offices within a multi-use bike community centre, workshop or visitor centre on one of Vancouver’s gorgeous bikeways. BIKEBIZ JANUARY 49

BikeBiz Issue36, January 2009

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