VILLA PARK, CA (BRAIN)—Nick West, a Southern California publisher, is preparing to launch Bicycle Dealer Magazine, a new trade publication aimed at independent retailers.
“Bicycle Retailer and Industry News is the New York Times of bicycling. We’re taking a different approach. We’re not trying to be a news publication, but we think there’s a good need for a different voice,” West said.
Though new to the industry, West said he’s been in the media business most of his life, publishing trade magazines in the automotive and consumer electronics industries. He currently serves as publisher of Fixed Ops Magazine, a monthly magazine covering new car dealerships’ fixed operations.
West, who will head the magazine as its publisher and editor, said Bicycle Dealer will offer articles and features about products, services, programs and technologies and how they relate to immediate profitability for a retailer. Industry members and companies will contribute most of the content, he said.
Bicycle Dealer Magazine’s first issue will be its June/July edition. West said he will publish six issues a year, which also will be available as digital editions. He and two advertising directors, one in the East and the other in the West, hope to draw interest through low advertising rates.
West, a former professional musician, said his 23-year-old son, a recreational cyclist, turned him on to the cycling business. West, a self-described casual rider, began researching the industry and what publications served the business side of the market.
“Bicycle Retailer was the only one. It intrigued me,” West said. “We have no intention of turning the world on its head. We know we’re the new guys on the block, but we have something good to offer to retailers.”