EMMAUS, PA (BRAIN)—Rodale has appointed Jasen Thorpe to the position of editor-in-chief and brand director of Mountain Bike magazine, effective immediately.
Loren Mooney, newly named editor-in-chief of Bicycling magazine, will serve as editorial director of Mountain Bike. Mooney recently took the reins from Steve Madden, who was promoted to vice president, editorial director of Rodale International.
Currently the national cycling manager for Bicycling and Mountain Bike magazines, Thorpe joined the Rodale Cycling Group in 2006. Before that he was the manager of consumer marketing for the Shimano American Corporation. From 1999 to 2004, Thorpe worked at Bicycling and Mountain Bike magazines in both editorial and advertising capacities, serving as gear testing editor and later, as advertising sales associate.
“Jasen possesses a distinct depth and breadth of experience in all aspects of cycling—from racing and working in a bike shop, to reviewing bikes and gear as a journalist, to managing consumer marketing for a major cycling manufacturer and developing unmatched marketing programs and services for Rodale’s cycling magazines' advertisers,” said Mooney. “He is uniquely qualified to lead Mountain Bike in a direction that speaks authoritatively and authentically to an increasingly diverse off-road enthusiast community.”
Thorpe said that direction would include an enhanced focus on new technology.
“We can offer the best service to our readers and advertisers if we are the clear leader in off-road technology coverage, so moving in this direction makes good sense for our business as well,” said Thorpe.
He said he also would strive to create a consistent brand experience. “I’m really committed to the idea of offering a consistent consumer experience at every touch point,” Thorpe said, citing Mountain Bike’s print publication and web site.
Michael Frank, currently the executive editor of Mountain Bike will become editor at large of www.mountainbike.com and the National Magazine Award-winning www.bicycling.com, and will remain a deputy editor of Bicycling. In this capacity,
Frank will focus on online initiatives, an increasingly vital platform for connecting to Bicycling and Mountain Bike’s respective audiences.