VeloNews Announces Latest Reader Survey Results

FOR IMMEDIATE RELEASE

Boulder, CO, September 1, 2007 — VeloNews readers have spoken and the message is clear. Professional cycling’s preeminent English-language publication continues to attract the premium audience advertisers and manufacturers covet.

The latest evidence comes courtesy of the 2007-08 VeloNews Reader Survey, a bi-annual independently conducted poll that assesses key measures such as median household income, hours ridden per week and, most importantly, brand-share data for most key cycling categories. All that information and much more is now available on-line at http://www.velonews.com/vn_reader_survey.pdf

“This study is one of the most relied upon measurements in the bike industry,” said Andy Pemberton, publisher of the Boulder, Colorado-based cycling title that this year is celebrating its 35th anniversary, “because it is the only effort that has consistently tracked high-end brand-share since the 1980’s. Once again it demonstrates that VeloNews readers are at the top of the consumer pyramid when it comes to quality and influence throughout the market.”

Besides providing validation that VeloNews consistently delivers the influential audience promised to advertisers, the 2007-08 Reader Survey is a valuable resource for manufacturers, who can track a variety of measures including past and potential purchasing decisions, brand loyalty and general cycling interest.

“This survey is a true industry benchmark,” added Pemberton. “It allows vendors from all the different categories to see how they are stacking up against the competition.”

The 10-page survey is broken into seven key categories, including readership tendencies and interests, Internet usage, and cycling activities. There are also dedicated sections for travel, bicycle and accessory ownership, spending habits and general respondent information.

Among the most impressive demographic findings in the new survey was a 17-percent increase in the average annual household income of VeloNews readers, from $143600 in 2005 to $167400 this year.

The survey also revealed that VeloNews readers are big spenders when it comes to the sport they love. On average, respondents parceled out more than $4000 a year on cycling-related purchases, and when it was time to buy a new road bike, the average cost was $4227. New mountain bike purchases netted $2185. All the expenditure figures were up from the last survey, which was conducted in 2005.

VeloNews readers are also a highly loyal bunch. The average subscription length is five years and counting, and 95 percent regard the publication as ‘Above average’ or ‘Excellent.’ VeloNews.com generates similar numbers, with more than 57-percent of respondents reporting that they visit the website at least several times a week.

“The aim of our editorial department is to produce a must-read for cycling enthusiasts,” explained VeloNews editor Ben Delaney. “The results of this survey indicate we’re on the right path.”

Breakdown of key demographic findings:

VeloNews readers are dedicated cyclists
· 98% own road bikes
· 78% own mountain bikes
· Readers ride their bikes an average of 9.4 hours per week

VeloNews readers are affluent
· Average household income is $167400
· Average cycling-related purchases per year totals $4087

VeloNews readers are educated and influential
· 92% gave advice on cycling-related purchases to an average of 19+ people
· 94% have attended college and 48% have post-graduate degrees or studies

VeloNews readers are active consumers
· 90% visited an advertiser website after seeing it in VeloNews
· 95% took action as a result of seeing an ad in VeloNews
· 60% bought a VeloNews advertised product or service online

VeloNews readers are loyal
· They spend 2.25+ hours reading each issue
· 76% renewed their subscription to VeloNews

About the survey: The 2007 VeloNews Subscriber Survey was conducted by Signet Research of Cliffside Park, New Jersey, which broadcast an e-mail on June 26, 2007 to a sample of 6000 VeloNews subscribers. The subscribers were asked to participate in the survey via a supplied URL. As an incentive, respondents were offered a chance to win a complete carbon Jamis Xenith Team road bike (MSRP: $5100) or a Jamis Dakar XC Pro mountain bike (MSRP: $4500). A second e-mail was broadcast to non-respondents on June 29 to encourage response. There were 828 undelivered and late returns so that the net effective mailing was 5172. By the closing date of July 2, 2007, 1830 returns had been received for a 35% response rate.

About VeloNews: For 35 years VeloNews has been the voice of competitive cycling with superior editorial coverage and photography. Printed 21 times annually including the Official Guide of The Tour de France, VeloNews magazine and velonews.com deliver up-to-the minute race coverage and feature stories on the personalities and events that shape the sport of cycling.

About Inside Communications: Based in Boulder, Colorado, Inside Communications, Inc. (ICI) publishes leading endurance sports magazines VeloNews and Inside Triathlon as well as velonews.com and insidetriathlon.com. Through its book division, VeloPress, Inside Communications publishes a wide variety of endurance sport and lifestyle books from award winning authors. ICI also operates VeloGear, a mail order catalog offering a diverse selection of cycling apparel and lifestyle products.

For more information, please contact Andy Pemberton, Publisher at (303) 245-2186, apemberton@insideinc.com.

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