SOUTH PASADENA, CA (BRAIN)—A cadre of bicycle and publishing industry veterans has launched Move Press. The first media property to come from Move Press will be Peloton whose Web site will launch on September 21 and will be followed by a bi-monthly print edition on newsstands November 8.
With an editorial slant that falls directly between generalist titles like Bicycling Magazine and race-focused outletslike Pro Cycling, Peloton will provide performance road riders with "fuel for the ride," according to a press release.
“Everyone involved with Move Press and Peloton has worked at other cycling media companies and we all craved the opportunity to do things in a different and more innovative and more inclusive way,” said Move Press founder and editorial director Brad Roe. “We all believe it’s the right time to develop media properties that will excite readers, respect advertisers and leverage the latest technical innovations to deliver content where and how it’s being asked for.”
In addition to Roe, Move Press has filled its ranks with a team of cycle publishing veterans including former Road Magazine creative director and assistant publisher, Tim Schamber; Testrider.com founder Ben Edwards; Cycle Sport Magazine’s former advertising sales director Adam Reek; and Paige Dunn, an editor, Ironman competitor and speaker who has been featured in a range of cycling and multi-sport titles.
Magazine industry experience on the consumer marketing and distribution side comes from Cuyler Gibbons and the Circ Monkey Team, veterans in niche publications and premiere fashion titles. Freelancers that promise to feature strongly in Peloton include Patrick Brady of Red Kite Prayer fame, Chris Henry, Ben Atkins, Jered Gruber and longtime European race photographer, Yuzuru Sunada.
Distribution for Peloton and future Move Press brands will come from Time Warner. Peloton’s first issue will be sold at various American independent bicycle dealers and will be at select newsstands starting November 8; they will be available in digital editions for iPad, or iPhone and Internet on the same day.
From race coverage to product reviews and travel stories, Peloton will offer advertisers highly targeted opportunities that provide an uncluttered showcase for their brands and products. Move Press launched a teaser video at www.pelotonmagazine.com (click on link) to announce the new print title.
Another unique feature of the Peloton model is Choice Based Advertising (CBA). Move Press promises to sell interactive advertising focused on the reader by section. “We won’t ask our audience to endure advertising that doesn’t suit their interests and we won't ask advertisers to pay for impressions that simply won’t have an impact,” Reek said. “The majority of our ads will be delivered once a reader has committed to a story or channel. That will ensure readers see only ads that suit their interests and will provide the highest ROI (return on investment) for our advertisers.”
Funding for Move Press’ efforts comes from a Southern California-based investment firm created by a group of cyclists, triathletes and runners who have made a long-term commitment to build and support the Move Press platform.
Companies interested in learning more about business opportunities with Move Press should contact Reek (email@example.com). Materials deadline for the first print issue of Peloton Magazine is October 4. Those wishing to learn more about how to submit their products for testing and possible inclusion in a future issue of Peloton should contact the editorial team of Brad Roe (firstname.lastname@example.org) and Tim Schamber (email@example.com).
(NOTE: Peloton cover image cropped to fit properly on page).