Looks like planning for the Single Speed World Championship 2007 has begun. The Web site is finally available, although it is still just a shell with a message about more to come in the future (via Bikecentric).
What's interesting is that the Web site makes reference to it being the "one and only event website the organisers will be updating, so disregard any others you may have seen about the event." I thought that was odd, but sure enough there is another SSWC spoof Web site out there (visit only if you're popup blocker and anti-adware software is up to date). The spoof site's URL seems to follow the conventions of previous SSWC's in 2005 and 2006 so it would be easy to mistake for the real thing. It looks like the organizers may not have registered the domain ahead of time...here's hoping they planned ahead for '08 and beyond.
But then again, planning is not what this event is all about. The SSWC is much more of a grassroots event in celebration of bikes, beer, and fun. This year the event will be held in Scotland. So how was Scotland chosen over all other locations in the world? A secret ballot? A proposal by cities around the world presented to the single speed governing body?
Quite simply, the venue was chosen because the Scot's won a drinking game. According to British Trails:
At the 2006 World Singlespeed Championships in Stockholm, Sweden the decision for the host location of the 2007 SSWC was made over a drinking game. The right to host the event was apparently won in the bar by the Scottish contingent.
If you want to know more about how the winner of the SSWC race gets a tattoo instead of a trophy, or what Go-Karts had to do with the outcome of the race in 2005, or just generally want to know more about the history of the event, check out the SSWC entry in Wikipedia.
Photo from Chris Milliman.
Bicycling Magzine ad revenue soars, while circulation is flat - what gives?
How can this be? Is this just a case of blogger gone wild with his own preconceived ideas on an industry for which he only pretends to be a part. So I did a little digging. Turns out that between 2004 - 2005 the magazine industry as a whole was flat with virtually no appreciable growth in circulation. In fact, Bicycling's circulation was down during this period by just over one percent. with circulation of 406,000 (according to statistics compiled by the Magazine Publishers of America).
Now granted I do not yet have the circulation data for 2006 to compare against the ad revenue information, but I highly doubt that Bicycling saw a forty percent growth in circulation.
This is great news for Bicycling as their sales people did an excellent job and I'm sure most of that new revenue went straight to the bottom line. However, I have to wonder why bike industry marketers continue to buy ads in the print medium at ever growing rates, when the online medium continues to produce exponential growth?
Are marketing budgets going up that much? I kind of doubt it. So why do bike industry marketers continue to place ads in the traditional media? Because it's easy. But, it's time for these smart marketers (and I do believe that) to make a shift. Shift your resources from off-line to on-line marketing. Get yourself a blog, buy some Google ads, partner with some bloggers, and participate in the conversation. I guarantee you'll see results in short order. Need proof. Just look at the success of Tim Jackson from Masi as your case study.
The rewards are greater than the risks.
Posted by Graham in Commentary, Industry News | Permalink | Comments (6) | TrackBack (1)