Petersen wheels into bike market - Petersen Publishing Co - Brief Article

Folio: The Magazine for Magazine Management, Oct 1, 1993 by Erika Isler

Los Angeles-based Petersen Publishing Co. is taking a decidedly low-tech road with its latest acquisition, Bicycle Guide, but the company needs some high-tech solutions for the tide's circulation woes. Bicycle Guide, purchased August 13 from Brussels-based Winning International, joined the Petersen Motorcycle Group, which includes Dirt Rider, Sport Rider and Motorcyclist.

Although the magazine once posted a healthy circulation of nearly 200,000 in the late 1980s, when it was owned by Boston-based Raben Publishing, readership has been backpedaling in recent years. The latest Audit Bureau of Circulations figures show a 34.1 percent drop in total paid circulation, from 153,845 to 101,448, for the first half of this year.

"There's been a decline in the circulation, and ad pages are running about 25 to 30 pages per issue," says Richard Lague, executive publisher of the motorcycle group.

Although he declines to reveal tactics, Lague says the rate base for the 10-times-a-year tide will be 125,000 in 1994.

Petersen enters a market divided between niche publishers and larger, mass-oriented tides. The two players Petersen will be watching closest are Rodale's Bicycling, and Hi-Torque Publication's Mountain Bike Action.

"We'll start from scratch with new editorial and sales efforts," says Lague. "Right now, we're studying the magazine profile to see what the readers need. We're basically looking at Bicycle Guide as a launch effort."