BOULDER, CO (BRAIN)—Subscribers to VeloNews will be surprised when they receive their August issues in the mail, as the 40-year-old magazine is about to undergo a name change. Instead of VeloNews it will simply be known as Velo, the magazine’s editor, Ben Delaney, confirmed today.
The magazine has also undergone a redesign, he said, to better emphasize its strength as a print product versus its website, which will remain velonews.com. “The media landscape has changed. Online is where you have to go to get breaking news, while print offers us an opportunity to focus on profiles, longer narratives, product testing and photography,” Delaney said.
Delaney also said he believes the name change poses no trademark issue with a French magazine also named Velo.
What has been unusual in the bicycle industry, as compared to other industries, has been the launch of a number of print publications in the last few years, particularly for road-riding enthusiasts. Road, Peloton, Paved and the rebirth of Road Bike Action have increased the number of print products as well as websites for consumers to read and visit. These new launches also are squeezing advertising dollars as marketers spread their dollars around.
As for VeloNews, the new strategy will separate the print product from the website. “We’ve failed to communicate that we have two distinct products,” Delaney said. Asked if he was worried that the name change would alienate longtime subscribers, Delaney said he didn’t think so. “I’ve talked with a lot of longtime readers. It’s a bit of a head-scratcher for them and there’s always some apprehension when you make a change. But we’ll see. The proof is in the pudding,” he said.
VeloNews is part of the Competitor Group, which also owns Inside Triathlon and Singletrack.com. The company is funded through Falconhead Capital, a private equity investment firm. Competitor Group also manages a variety of events outside of the bicycle industry.