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media information 2014 Seven Day Cyclist Seven Day Cyclist is a consumer focused webzine for those who love to ride but don’t necessarily want to race competitively. Perhaps you’re a lifelong enthusiast with an eclectic fleet, a returnee keen on tackling sportives, taking the family out to share the joy of the open road or have just discovered the joy of two wheels. Whatever your experience or ability we’re here with a heady mix of features, products/bike tests, news, rides and grass roots events to captivate and inspire. Seven Day Cyclist is an online magazine for people who enjoy riding bicycles of all sorts for all reasons, but would probably put the fact that it is fun pretty high up the list. It aims to be grassroots and to take cycling for all seriously, but not too seriously. It looks at cycling from the perspective of the participant, be they riding a challenging audax, a long tour, having a weekend camping trip with the kids, visiting a castle or going to the beach, sitting in the

café or riding home from work. Inclusivity and openness are its watchwords, cycling the message and intelligent writing and good-humour the tone. Published on a monthly basis in a functional and, we hope, easy to use on-line format, the magazine is owned and operated by Michael Stenning (Products, technical and know-how), Colin Halliday (Design and web) and Stephen Dyster (Editorial). Contributors to the magazine are cyclists. Whilst we might preview a ride or a route, it is more likely to have been ridden; whilst we will work with manufacturers and cycling businesses on interesting stories, we will not be carrying straight advertorial (we will work with businesses to bring out their cycling story if it is a good cycling tale); people and travel by bicycle will feature as prominently as gear and equipment.

equipment. He will be assessing products on the basis of what they can do and what they are suitable for. It doesn’t have to be the best or most expensive or flashiest fit the bill; and different cyclists have different bills! He will also be offering great, practical technical advice and buyers’ guides. Stephen Dyster has ridden his bicycle in most parts of the UK and many parts of Europe. He is now in the process of introducing his son to cycle touring, audax rides, utility cycling and just enjoying being out and about. Sometimes he will follow promoted routes, often he will design his own, usually he will mix and match. Colin Halliday is an industry-leading art director and has extensive magazine design and production experience in all sectors. Colin has a passion for two wheels – both in powered and non-powered forms!

Michael Stenning is well-known as an authoritative writer and thorough tester of bicycles, components and

www.sevendaycyclist.co.uk


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media information 2014 Demographic Our target audience is ABC1 with an approximate (gross) household income of £45-60,000. This encompasses a wide range of professions which, despite escalating prices, still have reasonable disposable incomes and are prepared to spend money on performance orientated bikes/ equipment/apparel. This demographic is also likely to give commuting/utility cycling serious consideration given the rising costs of car/ public transport e.g. nurses, teachers etc. Readers will cycle already, more or less; they will probably use their bikes for more than a Saturday club run and the odd roller session. They are likely to be interested in a wide variety of places to ride, but quite savvy as far as gear and advice is concerned. They may have family members whom they’d like to encourage to cycle more, but are likely to set out on their own given half a chance rather than wait for the next club run. They’ll probably have a sense of tradition, but

will be looking forward - interested in cycling lore but not living in a museum. They’ll want to read rather than just look at pictures. Some will be aspirational, whilst some others may be quite set in their cycling ways. The magazine will aim to appeal to both men and women.

Advertising We will be carrying advertising both on the website platform and, depending on space, within the magazine. Please contact us to talk about very reasonable rates and the format you would like.

reviews written with a detailed assessment rather than a simple ‘star award’ system of rating. Often cycling businesses have a good cycling story. This may make a good article, but will go through the usual editorial process. Clearly, the business will feature, but it won’t be an opportunity to focus solely on it. Talk to Steve or Michael, to see if we can collaborate. Products may include bicycles, tandems, accessories, gear and components or routes, books, cycling holidays, cycling cafes or accommodation – really anything to do with cycling.

Advertorial We will not carry straight advertorial. Products will be thoroughly and fairly tested. Our philosophy on products is that the almost all products meet a need and that is generally defined by what the cyclist wants to use it for, how much the cyclist has to spend and how long they want it to last. Tests are carried out in this context and

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media information 2014 Charities We are happy to work with charities. We understand that charities come in all shapes and sizes and that cycling events have become a popular way of raising money. We will list events and support through social media, even carry a post ride report or a preview based on last year’s event – someone may even come and join in! However, please do not assume that we can do this for all events and it will not necessarily be automatic. Material will go through the usual editorial process.

it too soon goes out of date. The blog ands social media will be updated several times each week. Thanks for reading this and we look forward to working with you soon.

Contacts: Michael: michael@sevendaycyclist.co.uk Colin: colin@sevendyacyclist.co.uk Steve: steve@sevendaycyclist.co.uk All: info@sevendaycyclist.co.uk Website: www.sevendaycyclistmag.co.uk

Press releases News will be carried on our blog and on social media. We don’t intend to carry news in the magazine unless it is part of an investigative article. We feel that news in a monthly magazine requires deadlines that can be unrealistic and that

www.sevendaycyclist.co.uk


Seven Day Cyclist