Media Relations: 2 Minutes with... John Kitchiner, Editor, Mountain Bike Rider

You've just redesigned the magazine. So what's new?

We've given it an overhaul and added some new sections. The trail guides and bike tests are the most popular sections so we've kept those, but we have added four pull-out guides to cycling routes complete with Ordnance Survey maps. We've also extended the testing into a 'monster bike test'.

What's your target audience?

Our readers are all active, outdoor people across a broad spectrum of bike riders and we aim to appeal to bike enthusiasts from the age of 18 right up to 60. Our bike tests can feature entry-level bikes worth around £200, but we'll also review machines worth over £4,000 for the serious enthusiast.

What else do you cover?

Interviews from people in the sport, articles on fitness and advice on training programmes. We also cover key industry events.

How do you fit into the market and what do you offer that other mags don't?

In terms of circulation, we're still a little bit behind MBUK, but our figures are gradually rising all the time. Magazines like MBUK are aimed at the early 20s to early 30s market and their content is more about things such as tricks and urban cycling. They tend to test the more expensive bikes, too.

What do you like to see from PROs?

Because our bike testing is so extensive it's likely we'll already know about any new products, but we are keen to see interesting angles on things.

We'll cover things from overseas too, so new places to go and ride, or developments in other countries, will get looked at - especially if they come with good pictures. We cover fitness and training, too, so that's something we would be interested in, but obviously it has to be directly relevant to our readers.

Circulation: 37,353

Deadline: Beginning of the month

Frequency: Monthly

Contact: mbr@ipcmedia.com

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