Future, the special-interest media group and world’s leading provider of cycling content is unveiling an exciting new look for Mountain Biking UK, the UK’s best-selling mountain biking magazine.
On sale 4th May, the new look Mountain Biking UK (MBUK) is as exciting and entertaining as ever; full of great content from every area of mountain biking but is an even easier, clearer and more engaging read.
Following on from extensive reader research, the new look magazine is aimed at making it more accessible and relevant to a wider and changing audience demographic. The average age of an MBUK reader has increased from 21.5 years up to 26.6 in the past five years*, with the 25-44 age-group now making up 59% of the mountain biking market according to TGI statistics. The main focus of this emerging demographic is trail riding, as well as gear and product reviews**.
The redesign issue is cover-mounted with a 116-page guide book of MBUK’s pick of Britain’s 50 Best Trail Centres, and will have a cleaner design, as well as clearer navigation throughout the magazine making the reader journey easier.
The ever-popular bike tests will be bigger, now testing more bikes than ever before, with more overall products reviewed and better quality images. There are also 3 new sections, an extra route feature and four pull-out maps which will be included in each issue.
New sections include ‘Out Front’ which features the five things the MBUK team think are most important each month, each backed up by stunning imagery. ‘The Pulse’ is a new front section that is packed with knowledge, inspiration, interviews and the most exciting action in mountain biking. The ‘MBUK Manual’ is the final section of the magazine that gives readers all the tips, skills, techniques and maintenance walkthroughs as well as route advice they’ll need for a better ride experience.
Danny Walter, Editor of Mountain Biking UK said:
“Our new redesign really showcases what MBUK is all about; we’ve responded to the reader research and have essentially grown the magazine with our audience – we’re still celebrating everything that is great about mountain biking, but we’re trying to make the magazine even more accessible and practical to all ages.
The new design layout should make it an even better read, and the inclusion of the new bound-in maps section will provide a real treat for mountain bikers; giving them maps which they can pull out and keep, building up a collection of rides around the UK.”
The redesigned issue of MBUK goes on sale 4th May priced at £4.25, an increase of 5p.
** Statistics taken from MBUK Reader Survey 2009, MBUK qualitative study 2010 and MBUK sponsorship effectiveness survey 2010.
About Future:
Future plc is an international special-interest media group, listed on the London Stock Exchange (symbol FUTR). Founded in 1985 with one magazine, today we have operations in the UK, US and Australia creating over 180 special-interest publications, websites and events. We hold market-leading positions in games, film, music, technology, cycling, automotive and crafts. Our biggest-selling magazines include T3, Total Film, Classic Rock, Guitar World and Official Xbox Magazine. Our websites include gamesradar.com, bikeradar.com, and techradar.com. Future sells more than 3 million magazines each month; we attract more than 23 million unique visitors to our websites; and we host 27 annual live events. In addition, Future exports or syndicates publications to 90 countries, making us the UK’s number one exporter and licensor of monthly magazines.
For more information, please contact Jen Campbell – jen.campbell@futurenet.com or 01225 732269
