Time Inc. UK’s Cycling Active repositioned as magazine for the serious road cycling enthusiast
While the monthly title will get a new logo and new page designs, Cycling Active is still without its own branded website, and the digital edition remains a PDF replica
Time Inc. UK announced that it has repositioned and redesigned its cycling monthly Cycling Active as a magazine for the serious road cycling enthusiast. The relaunched brings in a new logo and redesigned page layouts.
I do not see an update for the digital edition, though, which looks to be remaining a PDF replica. Also, the title remains without its own website, being stuck as part of Cycling Weekly (this is true, as well, for Cycling Sport, the third magazine of the group).
This is certainly a missed opportunity, one where a magazine could do some serious experiments with their digital publishing efforts (such as creating a new app with the new Adobe DPS that could serve not only as the magazine’s digital edition, but give it its own digital news outlet).
But the repositioning comes at a time when many publishers with multiple magazines within the same group are struggling to keep all their titles viable. At least here we see Time Inc. UK, formerly IPC Media, trying to find a profitable niche for its monthly title.
Here is Time Inc. UK’s announcement for the repositioning of Cycling Active:
London, UK – September 24, 2015 — Cycling Active – Time Inc. UK’s leading monthly cycling title – is repositioning itself in the market as a brand for the serious road cycling enthusiast to cater to its audience’s progression and investment in the sport.
The relaunch sees Cycling Active sport a new logo, along with a redesigned lay-out to prominently deliver engaging content, and a greater use of aspirational imagery capturing the finest cycling photography.
Content is targeted at road cycling enthusiasts wanting to advance their skills and test their stamina by participating in more events. Cycling Active now has a significant focus on the best and most renowned sportives in the UK and abroad. Every issue will feature previews of two sportives, documenting riders’ experience of the events two months before readers can ride the routes themselves. Each sportive will be coupled with a bespoke expert nutrition and training guide to help riders’ achieve their personal best on the ride. Cycling Active will also feature the most thorough bike and kit tests for those looking to invest in new equipment.
Garry Coward-Williams, acting editor of Cycling Active, says: “Since introducing Cycling Active to the market six years ago our audience has transitioned from being either new to the sport or reborn cyclists wanting to get back on their bike, to being serious road cyclists investing more time, and money in the sport. Cycling Active has relaunched to reflect how our audience has advanced over the years, providing new training programmes for the tougher rides they are embarking on, and more advanced equipment to match their skill.”
Keith Foster, publishing director, adds: “Cycling is now a lifestyle and the sportive market is fast growing, so rebuilding Cycling Active to meet the evolving needs of our readers was vital. To better represent them, the relaunch sees a sole focus on road bikes and now has dedicated sportive content to equip serious riders’ with all the expert advice and knowledge they need to take on challenging rides and personally progress in the sport.”
Available in both print and digital, the new Cycling Active is on sale now, with a cover price of £4.75