SHARING THE STOKE
"Mountain biking is the new golf." It is growing fast and attracting affluent, time starved people seeking healthier hobbies and time out.
The sport is healthy, adventurous, cool and safer than road cycling. The technology is evolving fast offering all levels of riders the opportunity to ride faster and more comfortably in previously inaccessible, soul inspiring terrain.
Mountain bikes outsell road bikes and the costs related to the sport have been shown to be greater than golf. 3, 4 and even 9 day stage races sell out fast with long waiting lists. The average age is 40 and many are professional business people including ex runners and golfers enjoying time out in pristine nature.
Single track trails are being built in everyone’s backyard. Even in city centres one can ride in solitude for hours. South Africa is fast being recognised as the mountain bike capital of the world.
Electric Ink Media, renowned for its captivating, high end publications and high profile partnership events have responded to their road fan’s call by delivering an edgy, yet classic dual platform Road Bike magazine. Roadies can indulge quarterly with insights from the pro peloton, launching both digitally and in print in February 2017.
We don’t preach. Our readers know how to ride, they are bored of repetitive instructions aimed at beginners. We are talking to a mature audience who know how to ride and can find food recipe and coaching videos online. Busy people want offline indulgence in their chosen pastime – it’s about inspiration and entertainment (me time), we call it stoke. We share their passion in celebration of the joy of the wind in their hair in wide open spaces.
The digital version allows advertisers to direct readers to their websites, social media pages, videos and blogs to provide an interactive brand experience with Road Bike. This magazine will inform and inspire road riders. Their deeply engaged attention should result in greater connection to advertisers brand values and sales messaging.
Less wastage, greater impact. 3 issues per year with fresh compelling content that represents the soul of the mtb experience. Much like surf magazines appeal to surfers who dream of waves in exotic picturesque locations, mtb’ing is an incredibly photogenic sport and SA has an exceptional array of scenic backdrops. That’s why MTB mag is packed with large format, powerful imagery plus deep interviews with interesting, like-minded people. While riders are on the couch, loo or at their desk they are out on a picturesque trail riding without a care in the world. It’s ‘me time’ and we reward and feed the joy of something they love.
The magazine has a tightly niched guaranteed readership via carefully selected event partners and retailers. Beyond the controlled free distribution to elusive high end riders, the non-news based content that doesn’t date allows us to maximise a 4 month on-sale period for each issue.
Much like ‘Bike’ magazine does in the US, this magazine simply fuels the passion and spreads the stoke of mountain biking, thereby capturing the attention of current and future riders. In a time of media clutter and noise, this magazine will effectively connect with readers emotionally to grow the sport, increase sales and deliver advertisers messages.
Sign up for your 4 quarterly issues at www.electricink.co.za or find it on the social media pages of the fastest, most stylish roadies around.