Dennis’ Publishing’s Cycling division has launched a new UK title, Cycling Electric, a new brand for e-bikes and e-mobility. The launch comes at a time of huge headwinds impacting the retail magazine sector, not least in terms of issue creation, production and distribution.
Launching as a magazine, and supported by a dedicated e-bike online channel within Cyclist.co.uk and social channels, Cycling Electric has been established to capture the growth in interest in e-bikes and e-scooters.
The magazine contains articles, in-depth features and advice for riders looking to venture into e-bikes as well as containing over 50 reviews across the different types of e-bike including commuter, folding, mountain, road, women’s, gravel and cargo. The 140-page magazine is currently bi-annual but frequency will increase if consumer demand surpasses initial targets. Price is pegged at £5.99 per single issue.
The new title’s umbrella website, cyclist.co.uk, which launched in 2015, currently has 900,000 unique users a month.
Whilst Cycling Electric was planned before the onset of the COVID-19 pandemic, the launch nevertheless represents a huge achievement by an editorial and production team working under lockdown conditions from their homes. Dennis Publishing told WNIP that the title has also garnered a high level of industry support with commercial backing from a number of brands.
The launch comes at a time when public interest in cycling has soared, both in terms of people eager to get fit again post-lockdown as well as looking to replace public transport for fear of contracting COVID-19 in confined spaces.
Dharmesh Mistry, Managing Director, Dennis’ Specialist division, says “Cycling Electric is the new e-bike media brand that will reach readers across multiple platforms, educating and helping them find the right e-bike for their needs. The content will guide consumers through the rapidly developing market and demonstrate that e-bikes can appeal to both cycling newbies and existing commuters at a time when cycling is more popular than ever.”
Mark Sutton, Editor of Cycling Electric adds, “We hope that Cycling Electric will play a part in bringing cycling to a vastly under-served demographic of people who may have looked at cycling with curiosity, but decided, for whatever reason, that they cannot participate. This is what is so wonderful to me about the e-bike; the ability to open that door wide and invite everyone in, no matter their age, health status or experience.”