MEDIA: T.W.O. publisher ups the ante for motorbike mags

The market for motorcycle magazines is long overdue a revamp,

claims the publisher of T.W.O. (Two Wheels Only) which launches this

week.



According to Two Media head Grant Leonard, the current market is too

fragmented and full of titles with poor production standards.



T.W.O. launches as a glossy monthly publication that aims to bring the

'publishing values and sophistication' of men's magazines to the biking

press.



The team behind T.W.O. has plenty of experience of its market. Leonard

is ex-publisher of IPC's Superbike Magazine, while editor Alex Hearn is

former deputy editor of Performance Bikes.



T.W.O. claims it will have the largest print run of any bike title. Its

initial run is 190,000 with the first issue including a video

covermount. The current market leader is Emap Active's Bike magazine

with an ABC of 92,526.



Leonard claims Emap has fragmented the market by launching specialist

titles. He claims T.W.O. is a much more general read with a dedicated

scooter section aimed at new entrants to the market.



According to Leonard, the ready availability of scooters to young bikers

is opening up the entire industry to a new generation of bikers. Between

1999 and 2000, bike sales increased by 30 per cent.



T.W.O. will feature information on all types of bikes, including

features, fashion, road tests, race reports and listings of bikes for

sale throughout the country.



Its credibility is enhanced by celebrity writers including Carl Fogarty

and Chris Walker, while road test editor is four-times British

Motorcycle Champion Niall Mackenzie.



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