The Ultimate Guide to Cycling James Evans, Publisher

Why publish a Cycling magazine? -Growing number of cyclists -Intense media coverage -Experience in the road safety sector -Background in non-enthusiast education -Ideal for print circulation

Challenges -Target demographic -Credible editorial -Advertising -Content allocation

Why? – What? – How? The content of UGTC reflects what readers need to know. 70% WHAT & HOW? Getting the right bike and equipment. Advice for cycle training and safe cycling. 30% WHY? All the reasons to get on a bike and start cycling. E.g. social, financial, and health - physical and mental.

Who is responsible for promoting safe cycling?

How to use UGTC? Circulation is key to engagement success. Bikability and Adult Cycle Training UGTC is suitable for anyone aged 13+ so it’s idea for cycle training in secondary education and beyond. Businesses with cycle schemes And those without! There is a lot of coverage about many benefits of cycling to work within UGTC. Schools, Colleges and Universities These will provide secure parking for bikes and therefore, some sort of education should be provided. Youth groups, clubs and associations Membership to these signals active children who are likely to cycle more often. Possibly to and from these clubs. Credibility UGTC contains ads from well-known cycling brands, lending added credibility to the content and making it feel less ‘road safety’ and more lifestyle magazine. Broad reach Whether they are 13 or 33, all readers will see something in UGTC that they find informative, useful and thought provoking.

Thank you for listening James Evans, Publisher /