Media Guide - Cycle

MEDIAGUIDECYCLINGDIVISION20

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Thank you for interest in Hi-Torque publications 2012 cycling media kit.

Hi-Torque Publications is the bicycle industry's only source for marketing to cyclists ofall ages. Whether you are targeting the growing BMX market or looking to reach thelifestyle of the core Mountain Bike enthusiast or if your focus is the serious Road bikeconsumer, Hi-Torque 's titles are leaders in each category.

For those of you that are holding this kit for the first time or are new to the bicycleindustry Hi-Torque has been publishing the following demographic studies for decades,they are DIRECT responses from cyclists that have been surveyed on their current productownership, but more importantly, their PLANNED purchasing choices. These are theindustry's longest running, and most respected surveys. They are conducted every year,and are a tremendous indicator of changing todays marketplace. Each year we arehonored to see our survey results "Quoted” by the most powerful bicycle companies inthe world.

Hi-Torque publishes the finest bicycle titles in the industry, and has done so for overfour decades. The largest, privately-owned publishing company on the West Coast,Hi-Torque's dedication to the sports, fields and industries we cover is demonstrated dailyby our passion in providing our readers and advertisers with the highest quality print andvideo platforms found on the industry today.

If you are serious about growing your brand and have yet to speak with our editorialstaffs or our advertising team, I urge you to reach out and make that your next call. We liveyour sport and we thrive on your ideas. For four decades, our goal has never changed,iIt's to help you reach Yours!

Sincerely,

Robb A. MesecherAdvertising DirectorHi-Torque Publications, Inc

CONTENTS

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18WebsiteAdvertising

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22FreeEditoral Guide

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20DIgital Issues &Mechanical Requirements

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24ContactThe Editors

6 www.mbaction.com

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INE Mountain Bike Action has been

the industry leader since it waslaunched in 1986, and in 26years, has amassed a core read-ership comprised of the sport’smost influential riders. No maga-zine covers breaking technologybetter, has the history, or com-prehends the issues that driveour sport as well asMountainBike Action. Find an enthusiasticrider who knows what’s going onin the mountain bike world andyou have found the coreMBAreader.

MBA’s candid product testsand side-by-side bike reviews

have built a loyal readership—the go-to riders who influencealmost every purchase made bynovice enthusiasts. Our reader-ship is the power that consis-tently drives business toMountain Bike Action advertisersmore effectively than any othermedium in the marketplace.

MBA led the industry’s printmedia into digital publication,with simultaneous delivery toadvertisers and foreign sub-scribers worldwide, including in-stant access to the magazine ontheir iPhones, iPads and other e-readers. Advertisers benefit from

live links in the digital issues thatdrive additional traffic directly totheir doorsteps.

MBAction.com extends theprint magazine and its advertis-ers’ message into the presentmoment with as-it-happensglobal race coverage, productdebuts, and breaking industrynews. Together,Mountain BikeAction’s online presence, digitalpublication and powerful printmessage place the sport’s mostimportant customers in front ofthe industry’s most relevantbusinesses. We invite you to be-come one of them.

QUICK FACTS• Total monthly readership

of over 270,000• Readers ride 9.5 hours a week• Website page views top 379,000

per month, visitors up 15%• Readers spend over $45 million

a year on parts & accessories• Readers spend over $15

million a year on apparel

- Online survey results are displayed the grey column -


www.mbaction.com 7

PRINT ONLINEDo you own a mountain bike?Yes .....................................100% .......98%How many mountain bikes do you own?2 ............................................37% .......38%1............................................32% .......39%3............................................18% .......15%4..............................................8% .........6%5-9...........................................5% .........3%

Was your newest bikea complete bike or frame only?Complete ..............................82% .......80%Frame only ............................18% .......20%

What frame materialis your newest bike made of?Aluminum..............................80% .......81%Carbon fiber ..........................13% .......10%Chromoly/steel........................5% .........7%Titanium ..................................1% .........1%Other .......................................1% .........1%

What suspensiondoes your newest bike have?Full suspension .....................66% .......62%Front suspension ..................30% .......35%Rigid........................................4% .........3%

What brand is yournewest mountain bike?Specialized ...........................20% .......18%Trek .......................................13% .......10%Other .....................................11% .........0%Giant .......................................8% .........9%Fisher ......................................7% .........6%Santa Cruz ..............................6% .........5%Cannondale.............................4% .........5%Yeti ..........................................3% .........2%Kona........................................2% .........3%GT ...........................................2% .........3%Jamis.......................................2% .........2%Niner .......................................2% .........2%KHS.........................................2% .........2%Pivot........................................1% .........1%Scott .......................................1% .........1%Titus ........................................1% .........1%Diamondback..........................1% .........2%Haro ........................................1% .........1%Marin .......................................1% .........2%Rocky Mountain......................1% .........2%Salsa .......................................1% .........1%Felt ..........................................1% .........1%Intense ....................................1% .........1%Redline....................................1% .........1%Ellsworth .................................1% .........1%Motobecane............................1% .........1%Ibis ..........................................1% .........1%Raleigh ....................................1% .........1%Schwinn ..................................1% .........1%Ventana ...................................1% .........1%BMC........................................1% .........1%Azonic .....................................1% .........1%Chumba ..................................1% .........1%Devinci ....................................1% .........1%Foes ........................................1% .........1%Litespeed ................................1% .........1%Moots......................................1% .........1%Morewood...............................1% .........1%Tomac .....................................1% .........2%Transition ................................1% .........1%Turner......................................1% .........1%Balfa........................................1% .........0%Banshee..................................1% .........0%Bianchi ....................................1% .........1%Bionicon..................................1% .........1%Cove........................................0% .........1%Fezzari.....................................1% .........1%Lapierre ...................................0% .........1%Norco ......................................0% .........1%Soma.......................................0% .........4%

Do you plan to buy a mountainbike in the next 12 months?Yes .......................................28% .......33%

What brand of mountainbike do you plan to buy next?Undecided ............................27% .......12%Specialized ...........................15% .......15%Trek .......................................10% .........7%Niner .......................................5% .........4%Scott .......................................5% .........6%Santa Cruz ..............................5% .........8%Giant .......................................5% .........6%KHS.........................................4% .........4%Pivot........................................3% .........4%Cannondale.............................3% .........3%Ibis ..........................................3% .........3%Fisher ......................................2% .........2%Yeti ..........................................2% .........3%Felt ..........................................2% .........2%Tomac .....................................2% .........2%Rocky Mountain......................2% .........3%Salsa .......................................2% .........1%Norco ......................................1% .........1%GT ...........................................1% .........2%Kona........................................1% .........2%

Turner......................................1% .........1%Foes ........................................1% .........1%Raleigh ....................................1% .........1%Azonic .....................................1% .........1%Ellsworth .................................1% .........1%Jamis.......................................1% .........1%Marin .......................................1% .........1%Redline....................................1% .........1%BMC........................................1% .........2%Diamondback..........................1% .........1%Intense ....................................1% .........1%Motobecane............................0% .........1%Soma.......................................0% .........1%Banshee..................................0% .........1%

Is your next mountain bikepurchase going to be a 29er?Yes .......................................26% .......29%

If yes, what brand of 29-inch wheelmountain bike do you plan to buy?Undecided ............................35% .......16%Niner .....................................12% .......13%Specialized ...........................11% .......17%Fisher ......................................8% .........7%Other .......................................6% .......11%Giant .......................................4% .........6%Santa Cruz ..............................4% .........5%Redline....................................3% .........1%Pivot........................................2% .........3%Cannondale.............................1% .........3%Ellsworth .................................1% .........1%Rocky Mountain......................1% .........3%Seven ......................................1% .........1%BMC........................................1% .........1%Felt ..........................................1% .........1%Jamis.......................................1% .........1%KHS.........................................1% .........2%Kona........................................1% .........1%Marin .......................................1% .........1%Motobecane............................1% .........2%Salsa .......................................1% .........2%GT ...........................................1% .........1%Norco ......................................1% .........1%Turner......................................1% .........1%Intense ....................................0% .........1%Moots......................................0% .........1%Titus ........................................0% .........1%Tomac .....................................0% .........2%Banshee..................................0% .........1%

How much did your newestcomplete mountain bike cost?$1000-$1499.........................16% .......12%$3000-$3999.........................14% .......10%$1500-$1999.........................14% .......12%$2000-$2499.........................14% .......15%$2500-$2999.........................12% .......11%$400-$800.............................10% .......15%$4000-$4999...........................7% .........7%$5000+....................................7% .........5%$801-$999...............................4% .........7%Less than $399 .......................2% .........6%

Where did you buy your mountain bike?New from bike shop..............68% .......67%Internet..................................13% .......14%Used......................................11% .......13%Mail order................................3% .........2%Dept store/sport store.............3% .........5%Other .......................................2% .........2%

What time of the year did you get yourbike?Jan-Mar ................................33% .......30%Apr-Jun .................................32% .......39%Oct-Dec ................................21% .......17%July-Sept...............................15% .......15%

What influenced thepurchase of your bike the most?Previous exp .........................19% .......23%Tests results in MBA .............18% .......19%Price......................................15% .......20%Dealer support ......................13% .........8%Friends recommend..............12% .......12%Dealers recommend..............10% .......12%Weight .....................................5% .........3%Ads in MBA.............................5% .........2%Color .......................................3% .........0%Factory race team...................1% .........1%

Do you own a road bike?Yes .......................................38% .......16%

Do you plan to buy a road bike?Yes .......................................12% .......16%

What is your main source ofinformation on new mountain bikes?MBA ......................................61% .......48%Bike shops ............................11% .........7%Internet mess boards............10% .........1%Friends ....................................7% .........1%Other mags .............................5% .........6%Other ......................................3% .......11%Catalogs..................................2% .......16%People at races.......................1% .........3%

PARTS AND ACCESSORIES

What is your main source of informationfor purchasing bicycle parts?MBA ......................................43% .......24%Internet..................................27% .......51%Bike shop..............................17% .......15%Friends ....................................6% .........5%Catalogs..................................4% .........1%Other ......................................3% .........3%Other mags .............................1% .........2%

Where do you buy themajority of your bicycle parts?Bike shop..............................48% .......50%Internet..................................43% .......45%Mail order ad...........................5% .........1%Mail order catalog...................2% .........2%Other .......................................1% .........2%Sporting good.........................1% .........1%

What tires have youpurchased for your bike?Kenda....................................25% .......42%Maxxis...................................12% .......25%Specialized ...........................11% .......19%WTB ........................................9% .......20%Bontrager ................................8% .......14%Panaracer................................7% .......12%Continental..............................6% .......12%Schwalbe ................................5% .........9%Hutchinson..............................4% .........5%Michelin...................................3% .........6%IRC..........................................2% .........3%Geax........................................2% .........3%Tioga .......................................2% .........2%Other .......................................2% .........4%CST.........................................1% .........1%Ritchey....................................1% .........2%Intense ....................................0% .........2%Nokian.....................................0% .........1%

Do you run your tires tubeless?No .........................................69% .......72%Yes ........................................31% .......28%

What grips have youpurchased for your bike?Other ....................................18% .......11%ODI........................................17% .......16%Lizard Skins ..........................14% .......12%None .....................................13% .......11%Specialized .............................9% .........8%Oury ........................................6% .........5%Stock.......................................6% .........8%WTB ........................................3% .........4%Yeti ..........................................2% .........2%Answer ....................................2% .........2%Race Face...............................2% .........3%Ritchey....................................2% .........2%Sunline ....................................1% .........1%Azonic .....................................1% .........1%A'ME .......................................1% .........1%GripShift..................................0% .........1%Serfas......................................0% .........1%

What handlebars have youpurchased for your bike?Easton...................................22% .......22%Stock.....................................19% .......16%Other .....................................14% .......13%Race Face.............................10% .......10%Bontrager ................................7% .........7%Specialized .............................6% .........7%Answer ....................................3% .........2%Ritchey....................................3% .........4%Titec ........................................3% .........1%FSA .........................................2% .........4%Sunline ....................................2% .........2%Azonic .....................................2% .........2%WTB ........................................1% .........1%Atomic.....................................1% .........0%Salsa .......................................1% .........1%Syncros...................................0% .........1%Kore ........................................0% .........1%

What stem have youpurchased for your bike?Stock.....................................19% .......14%None .....................................19% .......15%Thomson...............................12% .......11%Race Face...............................9% .........9%Other .......................................8% .......11%Easton.....................................8% .........8%Truvativ....................................5% .........6%Bontrager ................................3% .........7%FSA .........................................3% .........4%Ritchey....................................3% .........5%Titec ........................................3% .........1%Syncros...................................2% .........1%Salsa .......................................1% .........0%WTB ........................................1% .........1%Answer ....................................1% .........1%Azonic .....................................1% .........1%Coda .......................................1% .........0%Control Tech............................1% .........1%Sunline ....................................1% .........1%Kore ........................................0% .........1%

What hubs have yourpurchased for your bike?None .....................................34% .......22%Stock.....................................18% .......18%Shimano................................17% .......19%Other .....................................12% .......15%Chris King ...............................5% .........4%DT ...........................................5% .........8%Hope .......................................3% .........4%WTB ........................................2% .........3%Industry Nine...........................2% .........1%White Industries ......................1% .........0%Atomlab ..................................1% .........0%Hugi.........................................1% .........0%

What brakes have youpurchased for your bike?Avid .......................................36% .......38%None .....................................19% .........0%Shimano................................14% .......15%Stock.....................................14% .......13%Hayes......................................7% .........8%Magura....................................3% .........3%Tektro ......................................2% .........2%Hope .......................................1% .........1%Other .......................................1% .........0%Formula...................................1% .........3%Pro Max...................................1% .........1%

What cranks have youpurchased for your bike?None .....................................24% .......18%Shimano................................23% .......30%Stock.....................................14% .......15%Race Face.............................14% .......10%Truvativ....................................9% .......11%SRAM......................................6% .........6%FSA .........................................5% .........3%Other .......................................2% .........4%Bontrager ................................1% .........1%Azonic .....................................1% .........1%Sugino.....................................1% .........1%

What pedals have youpurchased for your bike?Shimano................................39% .......38%Crank Brothers......................22% .......26%Other .....................................10% .........8%Wellgo .....................................8% .........1%None .......................................6% .........8%Time ........................................5% .........6%Azonic .....................................4% .........2%Speedplay...............................2% .........1%Ritchey....................................1% .........1%WTB ........................................1% .........1%Xpedo......................................1% .........1%Look ........................................0% .........1%Sunline ....................................0% .........1%VP Components......................0% .........6%

What wheels have youpurchased for your bike?None .....................................22% .......17%Mavic ....................................19% .......20%Stock.....................................15% .......13%NoTubes/ZTR..........................9% .........6%Bontrager ................................5% .........6%DT ...........................................4% .........8%Specialized .............................4% .........3%Other .......................................3% .........8%WTB ........................................3% .........6%Shimano..................................3% .........4%Easton.....................................3% .........3%Sun..........................................3% .........3%Azonic .....................................2% .........1%Crank Brothers........................1% .........1%Velocity ...................................1% .........1%American Classic ....................1% .........2%Spinergy..................................1% .........1%Sunline ....................................1% .........1%Vuelta ......................................1% .........1%Ritchey....................................0% .........1%Atomlab ..................................0% .........1%

What fork have youpurchased for your bike?None .....................................32% .......24%Fox ........................................28% .......29%RockShox .............................23% .......24%Marzocchi ...............................7% .........7%Manitou...................................5% .........5%Other .......................................2% .........4%Cannondale.............................1% .........2%White Brothers ........................1% .........1%RST .........................................0% .........1%DT ...........................................0% .........1%X-Fusion..................................0% .........1%

What seat have youpurchased for your bike?WTB ......................................40% .......33%Selle Italia................................8% .........8%Specialized ...........................15% .......13%Other .....................................17% .........8%Fizik.........................................6% .........6%Bontrager ................................9% .........7%Velo .........................................1% .........1%Titec ........................................1% .........1%



Azonic .....................................1% .........1%San Marco ..............................1% .........1%SDG ........................................1% .........2%Ritchey....................................1% .........1%FSA .........................................1% .........1%Koobi.......................................1% .........1%Gravity.....................................1% .........1%

What shifter have you purchased foryour bike?Shimano................................35% .......39%None .....................................34% .......32%SRAM....................................31% .......31%

What seatpost have youpurchased for your bike?None .....................................34% .......32%Thomson...............................20% .......16%Other .....................................12% .......12%Easton.....................................7% .........6%Bontrager ................................6% .........6%Race Face...............................6% .........5%Truvativ....................................3% .........2%Shimano..................................2% .........1%Gravity Dropper ......................2% .........1%Titec ........................................1% .........1%FSA .........................................1% .........2%Rock Shox ..............................1% .........2%WTB ........................................1% .........1%Kalloy ......................................1% .........1%Thud Buster ............................1% .........1%

On average, how muchdo you spend on bicycle parts a year?$200-$349.............................27% .......28%less then $199.......................19% .......18%$350-$499.............................18% .......18%$500-$649.............................16% .......12%$650-$999...............................9% .......12%$1,000-$1499..........................7% .........7%$1500+....................................4% .........6%

BIKE APPAREL

On average, how much do you spend onbicycle apparel a year?Less than $199 .....................50% .......51%$200-$349.............................33% .......32%$350-$499.............................11% .........9%$500-$649...............................4% .........4%$650-$999...............................2% .........2%$1,000-$1,499.........................1% .........1%$1,500+...................................0% .........1%

What is your main source of informationfor purchasing bicycling apparel?MBA ......................................31% .......18%Internet..................................31% .......47%Bike shops ............................20% .......21%Catalogs..................................7% .........4%Other .......................................5% .........2%Friends ....................................4% .........6%Mail order ads .........................2% .........1%Other mags .............................1% .........2%

Where do you buy the majorityof your bicycling apparel?Internet..................................41% .......42%Bike shops ............................40% .......46%Sporting goods .......................8% .......10%Mail order catalog...................7% .........3%Other .......................................4%...............

What brand of helmet do you own?Fox ........................................33% .........9%Giro .......................................24% .......34%Bell ........................................19% .......27%Specialized .............................8% .......11%Other .......................................4% .........7%Trek .........................................3% .........2%SixSixOne ...............................3% .........3%None .......................................1% .........1%Uvex........................................1% .........1%Louis Garneau ........................1% .........2%Troy Lee ..................................1% .........1%Azonic .....................................1% .........0%Lazer .......................................0% .........1%

What cycling gloves do you own?Fox ........................................26% .......29%Other .....................................13% .......12%Pearl Izumi ............................12% .......11%Specialized ...........................12% .......13%SixSixOne ...............................9% .........7%Giro .........................................6% .........5%Dakine.....................................5% .........3%Troy Lee ..................................3% .........3%None .......................................3% .........6%Performance ...........................2% .........1%Louis Garneau ........................2% .........2%Trek .........................................2% .........1%Answer ....................................1% .........1%Cannondale ............................1% .........1%AXO.........................................1% .........1%Nashbar ..................................1% .........0%Azonic .....................................1% .........1%Lizard Skins ............................1% .........1%Royal .......................................1% .........1%

What brand of cycling shoes do youown?Shimano................................22% .......22%Specialized ...........................18% .......18%Other .....................................15% .......15%Sidi ........................................11% .........9%None .......................................8% .......13%SixSixOne ...............................6% .........2%Five Ten...................................6% .........4%Nike.........................................2% .........3%Lake ........................................2% .........2%Diadora ...................................2% .........2%Adidas.....................................2% .........2%Louis Garneau ........................1% .........2%Answer ....................................1% .........1%Cannondale.............................1% .........1%Carnac ....................................1% .........0%Northwave...............................0% .........1%Gaerne ....................................0% .........1%

What brand of cycling shorts do youown?Fox ........................................22% .......23%Other .....................................22% .......21%Pearl Izumi ............................16% .......13%None .......................................7% .......14%Performance ...........................5% .........5%Cannondale.............................4% .........3%Specialized .............................3% .........4%Oakley.....................................3% .........4%Troy Lee ..................................3% .........2%Louis Garneau ........................3% .........4%Bellweather .............................2% .........1%Primal Wear.............................2% .........2%Royal .......................................2% .........1%Azonic .....................................1% .........1%Nema ......................................1% .........1%SixSixOne ...............................1% .........1%Kona........................................1% .........1%

What brand of cycling jersey do youown?Other .....................................21% .......22%Fox ........................................21% .......19%None .....................................15% .......27%Pearl Izumi ............................10% .........9%Primal Wear.............................6% .........5%Performance ...........................5% .........3%Oakley.....................................4% .........3%Cannondale.............................3% .........2%Troy Lee ..................................3% .........3%Bellweather .............................3% .........1%Louis Garneau ........................3% .........4%Royal .......................................1% .........1%Azonic .....................................1% .........1%SixSixOne ...............................1% .........1%Sombrio ..................................1% .........1%AXO.........................................1% .........1%

BICYCLE ACCESSORIESOn average, how much do you spend onbicycle accessories a year?less than $249.......................59% .......59%$250-$399.............................28% .......27%$400-$599...............................7% .........9%$600-$1000.............................3% .........4%$1000+....................................2% .........2%

What is your main source of informarionfor purchasing bicycle accessories?MBA ......................................41% .......28%Bike Shop .............................17% .......23%Ads in MBA...........................16% .......13%Friends ....................................7% .......10%Catalogs..................................7% .........5%Internet chat............................6% .......13%Other ......................................5% .........6%Other Mags .............................2% .........2%

Where do you buy the majority of yourbicycle accessories?Bike shop..............................48% .......52%Internet..................................40% .......42%Mail order catalog...................7% .........2%Sporting good.........................3% .........3%Other .......................................1% .........1%

Have you ever purchased cycling partson the internet?Yes ........................................80% .......78%

If you own a bicycle computer whichbrand?Cat Eye .................................41% .......39%Other .....................................15% .......17%Garmin ..................................14% .......17%Sigma......................................8% .........8%Trek .........................................6% .........3%Specialized .............................6% .........5%Vetta........................................3% .........2%Polar........................................3% .........4%Shimano..................................3% .........2%Schwinn ..................................1% .........3%Cycle-ops ...............................0% .........1%Niterider ..................................0% .........1%

If you own bicycle lights what brand?Other .....................................32% .......35%Niterider ................................27% .......27%Cat Eye .................................22% .......21%Cygolite...................................9% .........6%Jet ...........................................2% .........1%VistaLite ..................................2% .........1%Trek .........................................2% .........2%Specialized .............................2% .........1%Marwi ......................................1% .........1%Turbo Cat ................................1% .........1%Nightsun..................................1% .........1%Vetta........................................0% .........1%

ABOUT YOU

How often do you buyMountain Bike Action Magazine?Subscribe..............................82% .......35%9-12 issues .............................9% .......15%1-4 issues ...............................4% .......21%5-8 issues ...............................4% .......15%

How many people besides yourselflook through your copy ofMountain Bike Action?None .....................................30% .......40%1............................................25% .......27%2............................................22% .......18%3............................................13% .........8%4..............................................5% .........3%6+............................................4% .........3%5..............................................1% .........1%

How often do you look at cycling-re-lated websites?Everyday ...............................26% .......37%Monthly .................................21% .........8%Weekly...................................19% .......17%2x per week ..........................17% .......16%3x per day ...............................9% .......15%2x per day ...............................7% .........7%

What is your gender?Male ......................................97% .......98%

What is your age?40-44.....................................19% .......16%35-39.....................................15% .......21%55+........................................14% .........4%45-49.....................................13% .......10%50-54.....................................11% .........7%30-34.....................................11% .......18%25-29.......................................6% .......13%16-19.......................................4% .........3%13-15.......................................3% .........1%20-24.......................................3% .........6%12 or younger..........................1% .........0%

Are you married?Yes ........................................65% .......67%

What is you total yearlyhousehold income?$90k-$119k...........................20% .......20%$70k-$89k.............................17% .......14%$50k-$69k.............................15% .......17%$30k-$49k.............................13% .......13%$150k+..................................12% .......12%Under $30k ...........................12% .......12%$120k-$149k.........................10% .......12%

If you own a smartphone what brand?None .....................................42% .........6%Android .................................20% .......23%iPhone...................................17% .......25%Blackberry.............................14% .......14%Other .......................................6% .......30%Palm........................................1% .........1%

Are you interested inreceiving MBA mag on your phone?No .........................................80% .......72%Yes ........................................20% .......29%

If you are over 18,what is your level of education?High school grad ..................31% .......19%Attending college....................9% .......10%College grad .........................46% .......58%Other .....................................13% .......13%What type of bike do you own?Trailbike.................................40% .......47%Cross-cntry race ...................26% .......45%All mountain ..........................25% .......37%Downhill ..................................5% .........7%Dirt jump/skatepark ................4% .........5%Dual slalom/mnt cross ............1% .........1%

What type of ridingdo you participate in?cross cntry/trail .....................78% .......98%Gravity/downhill ....................14% .......19%Dirt jump .................................4% .........7%Street riding/skate ..................4% .......10%

Do you race if so what event?Cross country .......................65% .......31%Downhill ..................................8% .........4%12 hr........................................7% .........6%24 hr........................................7% .........6%6 hr..........................................6% .........7%Super D...................................5% .........5%Dual slalom/mnt cross ............2% .........1%

What class do you compete in?Beginner................................46% .......44%Cat 2/sport............................41% .......36%Cat 1/expert ............................8% .........6%Masters ...................................5% .........9%Pro ..........................................0% .........2%

How often do you race a year?1-5 times...............................76% .......78%6-14 times.............................19% .......17%15-24 times.............................4% .........4%25+..........................................2% .........2%

Are you a member of thefollowing organizations?IMBA .....................................74% .......40%USA Cycling..........................26% .......14%

How many hours do youspend riding your bike each week?3-6.........................................36% .......38%7-9.........................................28% .......26%10-13.....................................14% .......19%Less than 3 ...........................10% .........8%14-17.......................................6% .........5%21+..........................................3% .........2%18-20.......................................3% .........3%

How many other membersof your family also ride mountain bikes?None .....................................38% .......38%1............................................35% .......35%2............................................15% .......15%3..............................................7% .........7%4+............................................5% .........5%

Have you ever taken amountain bike vacation?Yes .......................................41% .......37%Plan to...................................31% .......34%No .........................................29% .......30%

How much of the maintenance/repairs/upgrades on your bicycleare done by you?75-99%.................................28% .......31%50-74%.................................20% .......22%100% ....................................20% .......22%Less than 25%......................19% .......13%25-49%.................................13% .......13%

Do you own a pick up?Yes .......................................70% .......36%

What brand of pickup do you own?Toyota ...................................27% .......21%Ford.......................................23% .......24%Chevrolet...............................14% .......17%Dodge ...................................12% .......11%Nissan .....................................9% .........6%Other .......................................7% .......14%GMC........................................7% .........7%Mazda .....................................2% .........1%

What other vehicles do you own?Car ........................................41% .......65%SUV.......................................37% .......42%Off-road motorcycle................7% .......11%Skateboard .............................5% .......11%Motorhome/RV .......................5% .........4%BMX bike ................................4% .........7%

What other sports/activitiesdo you participate in?Camping ...............................22% .......60%Weight lifting .........................13% .......35%Fishing ..................................12% .......34%Running.................................11% .......39%Snow skiing ............................9% .......24%Hunting ...................................7% .......15%Boating....................................7% .......15%Snowboarding.........................7% .......23%Motorcycle riding ....................6% .......20%Truck offroading ......................2% .........8%RC Car ....................................2% .........9%BMX ........................................2% .........5%

What brand casual shoes do you wear?Other .....................................31% .........5%Nike.......................................23% .......34%Adidas...................................13% .......19%Vans ........................................9% .......14%Converse.................................5% .........8%Skechers .................................5% .........9%Puma.......................................5% .........8%DC...........................................3% .........5%None .......................................3% .......34%Etnies ......................................2% .........3%Airwalk ....................................1% .........2%

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E Although it’s already beensix years since the first issue ofRoad Bike Action first hit thenewsstands, only now does itfeel like we’re ready to shiftonto the big ring. In the lastyear alone, RBA has madesome especially big changesand in doing so has brokenaway from the pack with anarray of exclusive bike tests,interviews with industry lead-ers and new product guides.By far the most impactfulchange has come about withthe changes made to the staffwith two new editors joiningindustry vet and RBA editorZapata Espinoza. First andforemost would be the addi-tion of former Pro racer NeilShirley. Neil spent 9 yearsracing throughout America,Asia and Europe and bringswith him the first person ex-

perience that gives Road BikeAction a level of credibility andlegitimacy that readers cannot only depend on, but also,won’t find elsewhere.

On the other end of thespectrum is Michael Whitewho, as a passionate recre-ational rider, brings a fresh andinquisitive approach to every-thing we do.

As for the pages of RoadBike Action, we continue tobring readers action packedphotography from all the bigraces and talked about biketests. More important are thevariety of the stories them-selves. From exclusive RBAcontributor Bob Roll extollingon the fantasy build of his ulti-mate road bike, to Pro riderstelling us everything that’s in-volved in “Being Pro”, withplenty of history, travel, how-

to and maintenance featuresalso found in the mix.

Don’t forget , Road Bike Ac-tion is not only downloadable toyour home computer or laptop,but ALSO to your iPhone, iPad,and other “e-readers”. And forthe cycling enthusiast lookingfor the most immediate RBA fixpossible, we can also be fol-lowed on both Facebook andTwitter for daily updates andbreaking news.

As we begin 2012, we havemade the move to deliver tenissues a year which includes aspecial, standalone BuyersGuide that will get increaseddistribution and longer news-stand exposure. This will be awelcome relief to the market-ing directors who have cam-paigns that call for aconsistent, timely voice to de-liver their advertising message.

10 www.roadbikeaction.com

QUICK FACTS• Fastest growing title in

Hi-Torque’s 40 year history• Total monthly print readership

of 194,600• 74% plan to buy a new bike in 2012• Readership will spend over

$100 million a yearon parts & accessories



PRINT ONLINEDo you own a road bike?Yes ............................................96% ........98%

How many road bikes do you own?1 ................................................38% ........37%2 ................................................30% ........36%3 ................................................17% ........17%4 ................................................10% ..........7%5+ ................................................5% ..........4%

Do you own a time trial/triathlon bike?Yes ..............................................7% ........16%

Do you own a cyclocross bike?Yes ............................................12% ........13%

Do you own a tandem?Yes ..............................................6% ..........7%

Do you own a mountain bike?Yes ............................................63% ........65%

Do you plan on buying a mountain bike?Yes ............................................20% ........21%

Was your newest bike a complete bike orframe?Complete ..................................73% ........70%Frame........................................27% ........30%

What frame material is your newest bikemade of?Carbon fiber ..............................61% ........64%Aluminum ..................................27% ........26%Steel ............................................8% ..........5%Titanium ......................................4% ..........4%

What brand is your newest road bike?Trek ...........................................17% ........11%Specialized................................16% ........16%Other .........................................12% ........15%Cannondale.................................7% ........11%Cervelo........................................6% ..........6%Giant............................................6% ..........6%Bianchi ........................................3% ..........2%Scott............................................4% ..........4%Felt .............................................3% ..........5%Jamis...........................................2% ..........3%Litespeed ....................................2% ..........1%Pinarello ......................................2% ..........1%KHS.............................................2% ..........2%Merckx ........................................2% ..........2%Willier ..........................................2% ..........2%BH ...............................................1% ..........1%BMC............................................1% ..........0%Calfee..........................................1% ..........0%Focus ..........................................1% ..........1%Fuji ..............................................1% ..........2%GT ...............................................1% ..........1%Kestrel .........................................1% ..........2%Look ............................................1% ..........1%Lynskey .......................................1% ..........1%Motobecane................................1% ..........1%Orbea .........................................1% ..........4%Raleigh ........................................1% ..........1%Ridley ..........................................1% ..........2%Serotta ........................................1% ..........1%Seven Cycles ..............................1% ..........1%Alchemy ......................................1% ..........1%Argon 18......................................1% ..........1%Colnago.......................................1% ..........1%De Rosa ......................................1% ..........1%Fezzari.........................................1% ..........1%Marin ...........................................1% ..........1%Masi ............................................1% ..........1%

How much did your road bike cost?$3000-$3999.............................17% ........17%$2000-$2499.............................14% ........10%$1000-$1499.............................13% ........10%$5000-$6999.............................11% ........12%$1500-$1999.............................10% ........11%$4000-$4999...............................9% ........10%$7000+ ........................................8% ..........8%$2500-$2999...............................8% ..........9%$699 or less.................................6% ..........5%$700-$999...................................4% ........11%

Where did you buy your newest road bike?Bike shop ..................................73% ........69%Internet......................................17% ........17%Other ...........................................6% ..........8%Used............................................5% ..........5%

When did you purchase your bike?Jan-Mar.....................................30% ........30%Apr-Jun .....................................30% ........29%Oct-Dec.....................................21% ........19%July-Sept...................................18% ........22%

What influenced the purchase of your bikethe most?Editorial in RBA.........................35% ..........7%Friends recommend..................23% ........15%Price ..........................................16% ........26%Ads in RBA................................13% ..........1%Roadbikeaction.com...................8% ..........4%Pro rider endorse ........................5% ..........5%

What is your source for information on newroad bikes?RBA...........................................34% ........28%Internet......................................22% ........43%Other mags ...............................16% ..........3%Local bike shop.........................16% ..........7%Roadbikeaction.com...................6% ........44%Friends ........................................6% ..........2%

Do you plan to buy a road bike in the next12 months?Yes ............................................30% ........34%

Do you plan on buying a complete bike orframe only?Complete ..................................72% ........66%Frame........................................28% ........34%

What type will it be?Road..........................................82% ........88%Undecided...................................5% ..........2%Triathlon ......................................4% ..........1%Commuter ...................................3% ..........2%Cyclocross ..................................3% ..........2%Time Trial.....................................3% ..........3%Touring ........................................1% ..........2%Tandem .......................................0% ..........0%Track ...........................................0% ..........1%

What frame material will your next bike bemade of?Carbon Fiber .............................75% ........83%Aluminum ..................................11% ..........8%Steel ............................................9% ..........5%Titanium ......................................5% ..........4%

What brand of road bike do you plan to buynext?Specialized................................21% ........15%Trek ...........................................14% ..........6%Cannondale.................................9% ........11%Cervelo........................................6% ..........7%Giant............................................5% ..........5%Scott............................................5% ..........3%Colnago.......................................4% ..........5%Wilier ...........................................4% ..........3%Felt .............................................3% ..........2%Motobecane................................3% ..........3%Bianchi ........................................2% ..........3%BMC............................................2% ..........2%Calfee..........................................2% ..........2%Fuji ..............................................2% ..........1%Look ............................................2% ..........1%Orbea .........................................2% ..........2%Pinarello ......................................2% ..........4%Argon 18......................................1% ..........1%Focus ..........................................1% ..........1%GT ...............................................1% ..........1%Jamis...........................................1% ..........1%Kestrel .........................................1% ..........2%KHS.............................................1% ..........1%LaPierre.......................................1% ..........1%Litespeed ....................................1% ..........1%Lynskey .......................................1% ..........2%Masi ............................................1% ..........2%Merckx ........................................1% ..........1%Merlin ..........................................1% ..........1%Moots ..........................................1% ..........1%Pegoretti......................................1% ..........1%Raleigh ........................................1% ..........1%Ridley ..........................................1% ..........1%Salsa ...........................................1% ..........1%Serotta ........................................1% ..........1%Tommasini ...................................1% ..........1%Van Dessel ..................................1% ..........1%Alchemy ......................................1% ..........1%BH ...............................................1% ..........3%

Where do you plan on buying your nextroad bike?Bike shop ..................................82%............79Internet......................................18%............13

How much do you plan to spend?$2000-$2499.............................17% ........11%$3000-$3999.............................16% ........23%$4000-$4999.............................15% ..........9%$7000+ ......................................11% ........11%$5000-$6999.............................11% ........14%$2500-$2999.............................10% ........12%$1000-$1499...............................9% ..........8%$1500-$1999...............................8% ..........8%$700-$999...................................3% ..........6%$699 or less.................................0% ..........0%

PARTS AND ACCESSORIES

What is your source of information for pur-chasing bicycle parts?Internet......................................23% ........56%Editorial in RBA.........................21% ..........7%Bike shop ..................................19% ........11%Other mags ...............................10% ..........2%Catalogs......................................9% ..........4%Ads in RBA..................................8% ..........3%Friends recommend....................6% ..........5%Roadbikeaction.com...................3% ..........5%

Where do you buy the majority of your bicy-cle parts?Bike shop ..................................58% ........54%Online........................................39% ..........4%

What style tires do you use?Clincher.....................................70% ........80%Tubular ......................................25% ........15%Tubeless ......................................5% ..........5%

How many tires do you purchase a year2 ................................................33% ........37%4 ................................................27% ........32%3 ................................................14% ..........6%1 ..................................................8% ..........4%5 ..................................................8% ..........3%6 ..................................................5% ........13%7+ ................................................5% ..........7%

Have you replaced your stock tires, if yeswhat brand?Continental................................32% ........42%Michelin.....................................14% ........17%Vittoria .......................................12% ........17%Hutchinson..................................7% ..........7%Bontrager ....................................6% ..........6%Specialized..................................6% ..........3%Kenda..........................................4% ..........4%Schwalbe ....................................4% ..........5%None............................................4% ..........7%Vredestein ...................................3% ..........5%Panaracer....................................2% ..........2%Other ...........................................2% ..........3%CST .............................................1% ..........1%Maxxis.........................................1% ..........1%Ritchey ........................................1% ..........1%Tufo .............................................1% ..........1%IRC ..............................................1% ..........0%

Have you replaced your handlebars, if yeswhat brand?None..........................................39% ........36%FSA ...........................................14% ........28%Easton .......................................11% ........12%3T ................................................6% ........14%Ritchey ........................................6% ........12%Bontrager ....................................5% ..........3%Other ...........................................5% ..........4%Cinelli ..........................................2% ..........1%Deda Elemente............................2% ..........5%Pro...............................................2% ..........4%Profile ..........................................2% ..........1%Specialized..................................2% ..........5%Enve Composites........................1% ..........1%Salsa ...........................................1% ..........1%Zipp.............................................1% ..........5%Giant............................................0% ..........2%Syntace .......................................0% ..........1%

Have you replaced your stem, if yes whatbrand?Ritchey ......................................21% ........17%FSA ...........................................20% ........19%Easton .......................................16% ..........8%Bontrager ..................................14% ..........8%3T ..............................................13% ........17%Thomson .....................................5% ..........5%Profile ..........................................4% ..........1%Deda Elemente............................3% ..........4%Enve Composites........................1% ..........1%ITM..............................................1% ..........0%Salsa ...........................................1% ..........1%Stella Azzura ...............................1% ..........0%WTB ............................................1% ..........0%Kore.............................................0% ..........1%

Have you upgraded your wheels, if yeswhat brand?None..........................................24% ........32%Mavic.........................................22% ........23%Other .........................................11% ..........9%Zipp.............................................7% ........13%Shimano......................................6% ........11%Bontrager ....................................5% ..........2%Campagnolo ...............................4% ..........4%Reynolds .....................................4% ..........8%Neuvation....................................3% ..........3%DT Swiss .....................................2% ..........2%Fulcrum .......................................2% ..........6%Stans ...........................................2% ..........2%

Vuelta ..........................................2% ..........2%Hed .............................................1% ..........5%Ritchey ........................................1% ..........1%Roval ...........................................1% ..........1%Rolf..............................................1% ..........1%SRAM..........................................1% ..........3%Spinergy ......................................1% ..........1%Topolino.......................................1% ..........1%Techlite ........................................1% ..........1%American Classic ........................0% ..........3%Cane Creek .................................0% ..........1%Enve Composites........................0% ..........1%

How many pairs of wheels do you own?1 ................................................32%............312 ................................................32%............323 ................................................17%............194 ................................................11%..............65+ ................................................9%............12

Have you purchased new cranks?None..........................................47% ........31%Shimano....................................20% ........26%FSA ...........................................14% ........13%Campagnolo ...............................8% ..........8%SRAM..........................................8% ........33%Race Face ...................................1% ..........0%Rotor ...........................................1% ..........8%Truvativ........................................1% ..........0%Zipp.............................................1% ..........3%

Have you purchased new pedals?If yes what brand?Shimano....................................32% ........24%Look ..........................................24% ........24%Speedplay .................................20% ........40%None............................................9% ..........0%Crank Brothers............................6% ..........5%Time ...........................................3% ..........4%Other ...........................................3% ..........0%Wellgo .........................................2% ..........1%Campagnolo ...............................1% ..........0%Mavic...........................................1% ..........2%Ritchey ........................................1% ..........1%Expedo........................................0% ..........1%

Have you purchased a new seat?If so what brand?Fizik...........................................20% ........39%Selle Italia..................................16% ........27%Specialized................................16% ........14%None..........................................16% ........12%Other ...........................................7% ..........5%Bontrager ....................................5% ..........3%Selle San Marco..........................4% ..........6%Terry ............................................3% ..........1%WTB ............................................3% ..........1%Koobi...........................................2% ..........1%Prologo........................................2% ..........2%Brooks.........................................1% ..........1%Selle Royal ..................................1% ..........1%Tioga ...........................................1% ..........1%Velo .............................................1% ..........2%SDG.............................................0% ..........1%

Have you purchased a seatpost?If so what brand?None..........................................46% ........48%Other .........................................12% ........20%FSA .............................................9% ........13%Easton .........................................8% ........18%Thomson .....................................8% ..........2%Ritchey ........................................5% ........13%Bontrager ....................................3% ..........1%Specialized..................................3% ..........7%3T ................................................2% ........15%Control Tech................................1% ..........1%Fizik.............................................1% ..........5%Race Face ...................................1% ..........1%USE .............................................1% ..........2%Pro...............................................0% ..........5%

Have you purchased a new chain?Shimano....................................42% ........38%SRAM........................................21% ........20%None..........................................20% ........18%Campagnolo ...............................7% ..........6%KMC............................................5% ........12%Wippermann ...............................2% ..........2%Connex........................................1% ..........1%Other ...........................................2% ..........3%

Do you plan to purchase aheart rate monitor?Yes ...........................................34% ........25%

If yes, what brand?Garmin ......................................57% ........59%Polar..........................................24% ........19%Sigma..........................................9% ..........4%Cateye.........................................4% ..........2%Timex ..........................................3% ..........4%Specialized..................................1% ..........1%Trek .............................................1% ..........2%VDO.............................................1% ..........1%

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Do you plan to purchase a powermeter?Yes ............................................12% ........20%

If yes, what brand?Powertap...................................48% ........39%SRM ..........................................17% ........18%Polar..........................................15% ..........3%Quarq ..........................................9% ........26%I-bike ...........................................9% ..........2%Ergomo........................................2% ..........2%

Do you download your work outsto a computer?Yes ...........................................38% ........51%

Do you plan to purchase an indoor trainer?Yes ...........................................25% ........25%

Price range?$150-$299.................................38% ........44%$300+ ........................................35% ........37%Under $150 ...............................27% ........19%

Do you use nutritional supplements?Yes ...........................................75% ........78%

If so what brand?Clif Bar ......................................26% ........18%GU.............................................17% ........15%Powerbar...................................17% ..........9%Hammer ....................................16% ........19%Cytosport ....................................5% ..........6%Stinger.........................................5% ..........5%First Endurance...........................4% ..........8%FRS .............................................4% ..........3%Honey..........................................3% ..........8%Champion Nutrition.....................1% ..........1%Zipvit ...........................................1% ..........1%

Do you plan to purchasenutritional supplements?Yes ............................................73% ........68%

On average, how much do you spend on bi-cycle parts a yearLess than $500..........................40% ........36%$500-$999.................................37% ........38%$1000-$1499.............................12% ........19%$1500-$1999...............................5% ..........5%$2500+ ........................................3% ..........3%$2000-$2499...............................3% ..........5%

BIKE APPAREL

On average, how much do you spendon bicycling apparel a year?Under $500 ...............................67% ........65%$500-$749.................................24% ........26%$1000+ ........................................5% ..........2%$750-$999...................................4% ..........6%

What is your main source of information forpurchasing bicycling apparel?Internet......................................31% ........52%Bike Shops................................17% ........21%Catalogs....................................16% ..........4%Editorial in RBA.........................10% ..........4%Ads in RBA..................................9% ..........4%Other mags .................................6% ..........1%Other ...........................................6% ..........4%Friends ........................................3% ..........6%Roadbikeaction.com...................2% ..........2%

Where do you buy the majority of your bicy-cling apparel?Mail order internet.....................49%............47Bike shops ................................42%............44Other ...........................................7%..............8Mail order mag............................3% ..........2%

Helmet owned ?Giro ...........................................33% ........39%Bell ............................................26% ........23%Specialized................................13% ........16%Louis Garneau.............................8% ..........3%Other ...........................................5% ..........4%Lazer ...........................................4% ..........6%Bontrager ....................................3% ..........3%Rudy Project ...............................3% ..........2%LAS .............................................2% ..........2%Limar ...........................................2% ..........1%Catlike .........................................1% ..........1%Uvex............................................1% ..........2%

Shoes owned ?Sidi ............................................26% ........27%Shimano....................................19% ........18%Specialized................................18% ........25%Other .........................................10% ........10%Bontrager ....................................5% ..........1%Diadora........................................4% ..........2%Nike .............................................4% ..........3%

Pearl Izumi ..................................3% ..........5%Gaerne ........................................2% ..........1%Lake ............................................2% ..........2%Northwave...................................2% ..........2%Carnac ........................................1% ..........1%%DMT.........................................1% ..........1%Other ...........................................1% ..........2%Performance ...............................1% ..........1%

Do you wear cycling shorts or bibs?Bibs ...........................................51% ........71%Shorts........................................49% ..........9%

What brand?Pearl Izumi ................................18% ........24%Louis Garneau...........................16% ..........7%Other ...........................................9% ..........6%Castelli ........................................8% ..........8%Performance ...............................8% ..........7%Sugoi ...........................................6% ..........6%Specialized..................................4% ..........3%Voler ............................................4% ..........4%Cannondale.................................3% ..........1%Descente .....................................3% ..........1%Primal Wear.................................3% ..........1%Assos ..........................................2% ..........1%Bontrager ....................................2% ..........1%DeMarchi.....................................2% ..........2%Gore ............................................2% ..........1%Hincapie ......................................2% ..........3%Per team affiliation ......................2% ..........7%Bellwether ...................................1% ..........1%Capo ..........................................1% ..........1%Fav pro team...............................1% ..........1%Nalini ...........................................1% ..........2%Santini .........................................1% ..........1%Campagnolo ..............................0% ..........1%%Gita ..........................................0% ..........1%

Do you own a bicycle jersey?Pearl Izumi ................................14% ........15%Other .........................................11% ........24%Castelli ........................................8% ..........8%Louis Garneau.............................8% ..........7%Performance ...............................7% ..........4%Primal Wear.................................7% ..........6%Voler ............................................7% ..........7%Giordana .....................................4% ..........5%Per team affiliation ......................4% ........11%Sugoi ...........................................4% ..........4%Cannondale.................................3% ..........1%Descente .....................................3% ..........2%Fav pro team...............................3% ..........2%Specialized..................................3% ..........1%Bellwether ...................................2% ..........1%Bontrager ....................................2% ..........1%Campagnolo ...............................2% ..........2%Capo ...........................................2% ..........2%Gore ............................................2% ..........1%Assos ..........................................1% ..........2%Hind.............................................1% ..........1%Samtini ........................................1% ..........2%Verge ...........................................1% ..........1%None............................................1% ..........1%

On average, how much do youspend on bicycle accessories a year?$250-$499.................................42% ........33%Less than $250..........................32% ........27%$500-$999.................................16% ........27%$1000-$1499...............................7% ..........8%$2000-$2499...............................2% ..........2%$1500-$1999...............................2% ..........3%$2500+ ........................................1% ..........2%

What is your main source of information forpurchasing bicycle accessories?Internet......................................23% ........56%Bike shop ..................................19% ........11%Editorial in RBA.........................14% ..........6%Catalogs....................................12% ..........4%Ads in RBA................................10% ..........4%Other mags .................................7% ..........3%Friends ........................................5% ..........5%Other ...........................................5% ..........5%Roadbikeaction.com...................4% ..........6%

Where do you buy the majorityof your bicycle accessories?Bike shop ..................................47% ........53%Internet......................................39% ........43%Mail order catalog .......................9% ..........2%Other ...........................................3% ..........3%Mail order mag............................1% ..........2%

Do you own a bicycle computer?Yes ............................................92% ........94%

If yes, what brand?Cat Eye......................................33% ........21%Garmin ......................................26% ........39%Sigma........................................10% ........11%

Other ...........................................9% ..........8%Polar............................................7% ..........6%Trek .............................................5% ..........4%Specialized..................................3% ..........2%Blackburn....................................2% ..........2%Fightdeck/Shimano.....................1% ..........2%Other ...........................................1% ..........0%Schwinn ......................................1% ..........0%Sette............................................1% ..........0%

Do you own bicycle lights?Cat Eye......................................26% ........20%Other .........................................25% ........26%None..........................................21% ........25%Niterider ....................................16% ........34%Trek .............................................4% ..........3%Knog............................................3% ..........9%Sigma..........................................2% ..........2%Vetta ............................................1% ..........1%Jet ...............................................0% ..........1%Lupine .........................................0% ..........1%Nightsun......................................0% ..........1%Specialized..................................0% ..........1%Turbo Cat ....................................0% ..........1%VistaLite ......................................0% ..........1%

ABOUT YOU

How often do you buyRoad Bike Action magazine?Subscriber.................................67% ........40%5-9 issues/yr .............................19% ........34%1-4 issues/yr .............................14% ........26%

How many people besides yourself lookthrough your copy of Road Bike Action?None..........................................34% ........40%1 ................................................29% ........50%2 ................................................20% ........35%3 ................................................10% ..........9%4 ..................................................4% ..........2%6+ ................................................3% ..........3%5 ..................................................2% ..........3%

What is your gender?Male ..........................................97% ........98%

What is your age?55+ ............................................38% ........14%45-54.........................................34% ........34%35-44.........................................21% ........34%25-34...........................................6% ........16%Under 18 .....................................1% ..........1%18-24...........................................1% ..........4%

Are you married?Yes ............................................72% ........76%

What is you total yearly household income?$90k-$120k ...............................20% ........26%$150k+ ......................................19% ........21%$70k-$90k .................................15% ........10%$50k-$70k .................................14% ........17%$120k-$150k .............................13% ........11%$30k-$50k .................................12% ........10%Under $30k .................................7% ..........6%

If you are over 18, what is your level of edu-cation?College grad..............................70% ........72%High school grad.......................25% ........20%Attending college ........................5% ..........8%

Do you compete in sanctioned road bikeraces?Yes ............................................20% ........32%

What type of races events do you competein?Centuries...................................38% ........53%Road..........................................33% ........59%Criterium .....................................9% ........31%Time Trails ...................................6% ........24%Triathlon ......................................9% ........16%Cyclecross ..................................5% ........11%Track/Velodrome .........................1% ..........6%

What class do you compete in?Masters .....................................32% ........27%Cat 5 .........................................27% ........31%Cat 4 .........................................19% ........22%Cat 3 .........................................13% ........10%Cat 1 ...........................................6% ..........5%Cat 2 ...........................................2% ..........5%

How often do you race a year?1-5 times ...................................72% ........64%6-14 times .................................18% ........20%15-24 times .................................7% ..........6%25+ ..............................................3% ........11%

Are you a member of the USCF?Yes ............................................15% ........25%

How many miles do you ride per month?400-500.....................................24% ........30%300-400.....................................19% ........17%250-300.....................................14% ........15%100-150.....................................13% ........61%50-200.......................................13% ........11%200-250.....................................10% ........16%50-100.........................................7% ..........5%Under 50 .....................................1% ..........1%

How many other members of your familyalso ride road bikes?1 ................................................41% ........70%2 ................................................38% ........17%3 ................................................10% ........10%4+..............................................11% ........31%

Have you ever taken a road bike vacation?Yes ...........................................29% ........34%Plan to.......................................22% ........22%

What other sports/hobbiesdo you participate in?Mountain biking ........................27% ........43%Running.....................................16% ........37%Camping....................................13% ........35%Snow skiing...............................12% ........22%Fishing.......................................11% ........17%Boating........................................5% ........10%Hunting........................................5% ..........9%Off road motorcycling .................3% ..........7%Snowboarding.............................3% ........10%Personal watercraft .....................2% ..........5%RC Cars.......................................1% ..........5%Truck off roading .........................1% ..........3%

How much of the maintenance/repairs/upgrades are don’t by you?Less then 25%..........................29% ........16%75-100% ...................................20% ........27%25-50% .....................................19% ........13%50-75% .....................................16% ........24%100%.........................................15% ........20%

Brand of pickup owned?Toyota .......................................25%...........n/aFord...........................................24%...........n/aDodge .......................................16%...........n/aOther .........................................12%...........n/aChevrolet.....................................9%...........n/aGMC............................................7%...........n/aNissan .........................................7%...........n/aMazda .........................................2%...........n/a

What other vehicles do you own?Car ............................................51% ........66%SUV...........................................37% ........34%Motorhome/camper ....................4% ..........4%Off-road motorcycle....................3% ..........5%ATV..............................................2% ..........2%BMX bike.....................................2% ..........4%

What brand of sunglasses do you wear?Other .........................................34% ........18%Oakley .......................................32% ........41%Tifosi..........................................13% ........11%Rudy Project .............................11% ..........9%Smith...........................................6% ..........6%Giro .............................................2% ..........3%Ryders.........................................1% ..........3%Spy..............................................1% ..........2%Scott............................................1% ..........0%Arnette ........................................0% ..........1%

How often do you visit cycling-related websites?Daily ..........................................37% ........48%Once a week .............................31% ........10%3x per day ...................................9% ........28%2x per day ...................................8% ........12%Once a month .............................8% ..........1%Never...........................................7% ..........3%

What smartphone do you own?None..........................................38%............26iPhone .......................................24%............31Android......................................16%............22Blackberry.................................14%............17Other ...........................................6%..............4Palm ............................................1%..............124. Are you interested to receive road bikeaction to you phone?Yes ............................................18%............26

Which of the following social networkingsites do you use?Facebook ..................................86% ........95%Twitter........................................14% ........32%

12 www.roadbikeaction.com

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COVER SPACE MATERIAL ON-SALEDATE DEADLINE* DEADLINE** DATEDecember 2010 .........9-15-2010 .........9-22-2010 .......11-11-2010February 2011..........11-12-2010 .......11-19-2010 .........1-13-2011April 2011 .................12-30-2010 ...........1-7-2011 .........2-24-2011May 2011....................2-11-2011 .........2-18-2011 ...........4-7-2011June 2011...................3-17-2011 .........3-24-2011 .........5-12-2011July 2011....................4-27-2011 ...........5-4-2011 .........6-23-2011

September 2011 ..........6-9-2011 .........6-16-2011 ...........8-4-2011October 2011 .............7-14-2011 .........7-21-2011 ...........9-8-2011November 2011 .........8-25-2011 ...........9-1-2011 .......10-20-2011December 2011 .........10-7-2011 .......10-14-2011 .........12-1-2011February 2012..........11-14-2011 .......11-21-2011 .........1-12-2012










GENERAL ADVERTISING RATESBLACK & WHITE 1-3X 6X 9X1 Page ............................2,555....................2,435 .....................2,2752/3 Page .........................2,095....................1,995 .....................1,8651/2 Page .........................1,733....................1,650 .....................1,5401/3 Page .........................1,276....................1,215 .....................1,1351/4 Page .........................1,015.......................970 ........................9051/6 Page ............................735.......................700 ........................655BLACK & ONE COLOR1 Page ............................3,075....................2,925 .....................2,7352/3 Page .........................2,475....................2,360 .....................2,2051/2 Page .........................2,085....................1,985 .....................1,8551/3 Page .........................1,565....................1,495 .....................1,395FOUR-COLOR1 Page ............................3,840....................3,660 .....................3,4152/3 Page .........................3,150....................3,005 .....................2,8051/2 Page .........................2,370....................2,260 .....................2,1101/3 Page .........................1,940....................1,845 .....................1,725

SHOWCASE RATESAll Showcase rates are net. Payment must accompany

copy for new advertisers. Ads may be submitted camera-ready or be prepared by Hi-Torque. When they are preparedby Hi-Torque, material must be received three (3) days beforethe material deadline.

To reserve space, send copy and remittance to: SHOWCASE ADVERTISING,Road Bike Action, Hi-Torque Publications Inc.,25233 Anza Drive, Valencia, CA 91355

1-3X 6X 9XB&W Color B&W Color B&W Color

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14 www.bmxplusmag.com

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Readers turn to BMX PLUS!when making that importantdecision of WHAT TO BUY.

You cannot find a moreconsistent, direct connectionto your customers.

BMX PLUS! is distributed tothousands of subscribers andnewsstands in over 50 coun-tries worldwide, with over8,000 copies alone going toschool libraries across the U.S.and Canada (and the world)EVERY MONTH. It is theMOST REQUESTED special-interest magazine in the U.S.

school system. HUNDREDSOF THOUSANDS of elemen-tary, middle, and high schoolkids read each monthly issuelooking for the hot new prod-ucts and trends in BMX.

Along with our tests andreviews, we also providehow-to’s on everything fromracing and riding tips to in-depth tech and setup tips tohelp our readers keep theirbikes riding smoothly.

And with the broadestreadership in the sport,reaching riders from 9 to 30+years of age, BMX PLUS! isthe one magazine that youMUST be a part of. We’vebeen dedicated to the sportsince its beginning, and wecontinue to be the numberone source for readers andriders around the world.

QUICK FACTS• Total Monthly readership

of 134,982• Readers own an average of 2 bikes• Readers plan to spend an average

of $450 on their next bike• 71% said BMX PLUS! is their main

source of information on new bikes• 50% purchased products

from ads in BMX PLUS!• 43% compete in

sanctioned BMX Races



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PRINT ONLINEHow often do you buy BMX Plus!Magazine?1-4 issues....................................8% ........24%5-8 issues....................................9% ........10%9-12 issues................................17% ........18%subscribe ..................................66% ........18%

How long have you been reading BMXPlus!?Less than 1 year........................18% ........33%1-2 years ...................................27% ........14%2-3 years ...................................14% ........10%3-4 years .....................................4% ..........6%4+ years ....................................38% ........37%

Do you own a BMX or a Freestyle bike?Yes ..........................................100% ........87%

How many do you own?1 ................................................49% ........36%2 ................................................25% ........28%3+..............................................26% ........36%

What type is your newest bike?BMX ..........................................44% ........66%Street.........................................36% ........18%Flatland .......................................5% ..........6%Dirt Jumping..............................15% ........10%

Did you buy a complete bike or frame?Complete ..................................72% ........72%Frame only ................................28% ........28%

What size is it?Micro/Mini/Jr/Expert ...................3% ..........9%16"...............................................3% ..........2%18"...............................................8% ..........2%20".............................................80% ........66%Cruiser (24") ................................6% ........22%

What material is the frame?Chromoly/Steel .........................63% ........48%Aluminum ..................................32% ........51%Other ...........................................5% ..........1%

What Brand is it?Black Eye ....................................1% ..........0%Crupi ...........................................1% ..........0%Diamondback..............................6% ..........8%DK ...............................................9% ..........7%Eye ..............................................1% ..........0%Felt ..............................................3% ..........4%Fit ................................................6% ..........2%Fly ...............................................1% ..........0%Free Agent...................................2% ..........2%GT ...............................................5% ..........3%Haro ..........................................11% ..........9%Hoffman ......................................1% ..........1%Hyper ..........................................4% ..........2%Intense ........................................2% ..........2%KHE.............................................0% ..........1%Kink .............................................0% ..........1%MCS ............................................0% ..........1%Mirraco......................................10% ..........6%Mongoose ...................................5% ..........2%Mutiny .........................................0% ..........1%Premium .....................................1% ..........1%Redline .......................................9% ........20%Redman.......................................0% ..........1%S&M ............................................4% ..........1%SE Racing ...................................5% ..........6%Skavenger ...................................1% ..........1%Staats..........................................0% ..........2%Subrosa.......................................1% ..........2%Supercross..................................1% ..........2%Stolen..........................................1% ..........0%Superstar ....................................0% ..........1%We The People............................2% ..........1%Other ...........................................7% ........10%

How much did it your bike cost?Under $100 ...............................10% ..........8%$100-$200.................................11% ..........8%$200-$300.................................21% ........15%$300-$400.................................11% ........16%$400-$500.................................12% ........12%$500-$600.................................12% ..........9%$600-$700...................................4% ..........5%$700-$800...................................7% ..........8%$800-$900...................................4% ..........5%$901+ ..........................................8% ........15%

What time of the year did you get yourbike?Jan-Mar.....................................31% ........34%Apr-Jun .....................................28% ........37%July-Sept...................................14% ........15%Oct-Dec.....................................27% ........14%

Where did you buy your bike?Bike shop ..................................44% ........46%Department Store .....................10% ..........6%Mail order ....................................4% ..........7%Internet......................................14% ........19%Used..........................................21% ........14%Other ...........................................6% ..........9%

What influenced the purchase of your bikethe most?Mag test results ........................24% ........26%Rider endorse..............................3% ..........8%Previous exp .............................24% ..........6%Price ..........................................13% ........21%Friend's recommend.................21% ........10%Race team results .......................2% ..........4%Parent's recommend...................8% ..........6%Dealership recommend...............6% ..........9%

How many members in your household be-side yourself own a BMX or Freestyle bike?1 ................................................69% ........22%2 ................................................18% ........22%3 ..................................................6% ........11%4+ ................................................7% ..........2%

Do you own a mountain bike?Yes ...........................................45% ........53%

What's your main souce of info on newbikes?BMX Plus! .................................61% ........53%Bike shops ..................................9% ........12%Friends ........................................5% ..........3%Internet......................................20% ........26%Other mags .................................3% ..........3%At Competition............................2% ..........3%

Do you plan to buy a new bike?Yes ............................................50% ........57%

If yes, what type of bike?Race..........................................23% ........35%Dirt Jumping..............................18% ........10%Street.........................................34% ........39%Flatland .......................................3% ..........3%Undecided.................................21% ........15%

Do you plan on buying a complete bike orframe only?Complete ..................................55% ........61%Frame only ................................26% ........17%Undecided.................................20% ........22%

What size do you plan to buy?Micro/Mini/Jr/Expert ...................2% ..........3%16"...............................................1% ..........1%18"...............................................8% ..........3%20".............................................76% ........66%Cruiser (24") ................................7% ........15%Undecided...................................7% ........11%

What frame material?Chromoly/Steel .........................63% ........35%Aluminum ..................................18% ........35%Undecided.................................18% ........29%

What brand do you plan to buy?2-Hip ...........................................1% ..........1%Black Eye ....................................3% ..........0%Colony.........................................0% ..........2%Crupi ...........................................3% ..........1%Diamondback..............................5% ..........8%DK ...............................................5% ..........7%Eye ..............................................1% ..........0%Felt ..............................................2% ..........1%FBM ............................................1% ..........0%Fit ................................................6% ..........5%Free Agent...................................2% ..........0%Giant............................................1% ..........0%GT ...............................................5% ..........4%Haro ............................................6% ..........5%Hoffman ......................................3% ..........1%Intense ........................................1% ..........2%Kink .............................................2% ..........0%Mirraco........................................5% ..........5%Mongoose ...................................0% ..........1%Premium .....................................3% ..........1%Redline .....................................14% ........23%Redman.......................................1% ..........0%S&M ............................................6% ..........7%SE Racing ...................................4% ..........5%Skavenger ...................................1% ..........0%Standard .....................................1% ..........1%Subrosa.......................................1% ..........0%Supercross..................................2% ..........2%Stolen..........................................0% ..........1%Sunday........................................4% ..........5%Verde ...........................................1% ..........0%United..........................................1% ..........0%We The People............................4% ..........2%Other ...........................................5% ........10%

How much do you plan to spend?Under $100 .................................4% ..........1%$100-$200.................................12% ..........8%$200-$300.................................19% ........12%$300-$400.................................14% ........14%$400-$500.................................12% ........22%$500-$600...................................9% ........10%$600-$700...................................5% ........10%$700-$800.................................12% ..........8%$800-$900...................................6% ..........2%$901+ ..........................................8% ........13%

Where do you plan to buy your bike?Bike shop ..................................43% ........42%Mail order ..................................13% ........10%Department store ........................2% ..........1%Internet......................................21% ........20%Used............................................4% ..........3%Undecided.................................13% ........21%Other ...........................................4% ..........3%

Do you plan to buy a mountain bike?Yes ............................................10% ........13%

What is your gender?Male ..........................................98% ........94%Female ........................................2% ..........6%

Single or married?Single ........................................83% ........56%Married......................................17% ........44%

Whats your age?6-11...........................................15% ..........5%12-17.........................................48% ........30%18-24...........................................6% ..........9%25-34...........................................7% ........13%35+ ............................................23% ........43%

What is your total yearlyhousehold income?$150k+ ........................................9% ..........5%$120k-$150k .............................10% ........11%$90k-$120k ...............................10% ........10%$70k-$90k .................................11% ........12%$50k-$70k ...................................9% ........14%$30k-$50k .................................18% ........20%under $30k ................................34% ........27%

If you are over 18,what is your level of education?High School grad ......................44% ........37%Attending college ........................7% ........12%College grad..............................16% ........34%Other .........................................32% ........17%

Have you ever sent or called for informa-tion on a product advertised in BMX Plus!?Yes ............................................41% ........74%

Do you get asked for advice on purchasingbikes or bicycle products?Often .........................................30% ........29%Sometimes ................................57% ........61%Never.........................................14% ........10%

What is your main source of information forpurchasing parts & accessories?BMX Plus! .................................40% ........32%Friends ........................................9% ..........9%Catalogs......................................7% ..........7%Other Magazines.........................4% ..........0%Internet......................................23% ........30%At competitions...........................2% ..........5%Bike shop ..................................13% ........13%Other ...........................................2% ..........5%

Where do you purchase the majority ofyour bike parts?Mail order ..................................27% ........25%From local bicycle shop............49% ........45%Dept/Sport store .........................3% ..........5%On the internet ..........................22% ........23%

Have you ever purchased products fromads in BMX Plus!?Yes ...........................................44% ........40%

Does you local bike shop generally stockthe products you want to buy?Yes ............................................55% ........49%

Have you bought new tires for your bike?Yes ............................................63% ........73%

If yes, what did you buy?Animal .........................................1% ..........1%Demolition...................................1% ..........1%Duo..............................................0% ..........1%Fit ................................................8% ..........1%Fly ...............................................2% ..........1%Haro ............................................6% ..........3%Hoffman ......................................1% ..........0%IRC ..............................................1% ..........1%Intense ........................................5% ........12%KHE.............................................1% ..........0%Kenda........................................12% ........14%Maxxis.......................................13% ........14%Odyssey ....................................17% ........10%Premium......................................2% ..........0%Primo...........................................0% ..........3%Revenge ......................................0% ..........1%Redline ........................................0% ..........4%Snafu...........................................1% ..........0%Shadow.......................................1% ..........0%Schwalbe ....................................2% ..........0%Supercross..................................1% ..........0%Tioga.........................................10% ........21%other..........................................13% ........12%

Have you bought grips for your bike?Yes ............................................71% ........60%

If yes, what did you buy?Alienation ....................................1% ..........2%Animal .......................................12% ..........2%Cult..............................................2% ..........0%Demolition...................................4% ..........0%Duo..............................................2% ..........2%DK ...............................................1% ..........2%Eastern........................................1% ..........2%Fit ................................................2% ..........2%Fly ...............................................0% ..........2%Kink .............................................2% ..........0%Lizard Skins.................................5% ........10%Nice.............................................0% ..........2%ODI............................................25% ........33%Odyssey ......................................7% ........10%Primo...........................................2% ..........0%Pryme..........................................0% ..........2%S&M ............................................6% ..........2%SE................................................0% ..........2%Shadow.......................................2% ..........0%Stolen..........................................2% ..........0%We The People............................0% ..........2%Other .........................................22% ........25%

Have you bought new handlebars for yourbike?Yes ............................................41% ........43%

If yes, what did you buy?2-Hip ...........................................0% ..........2%Animal .........................................6% ..........2%Answer ........................................2% ..........7%Crupi ...........................................2% ..........2%DK ...............................................2% ..........0%Eastern........................................2% ..........0%Fit ................................................8% ..........0%Flatware ......................................2% ..........0%Fly ...............................................2% ..........2%Fly Racing ...................................0% ..........9%GHP ............................................2% ..........0%Haro ............................................4% ..........2%Hoffman ......................................0% ..........2%Mirraco........................................2% ..........0%Nitrous.........................................4% ..........5%Odyssey ......................................0% ..........2%Premium......................................0% ..........2%Primo...........................................2% ..........0%Redline ......................................10% ........11%S&M ..........................................31% ........16%Shadow.......................................2% ..........0%Skavenger ...................................2% ..........0%Sinz .............................................0% ..........2%Subrosa.......................................2% ..........0%Sunday........................................0% ..........2%Verde ...........................................2% ..........0%Other .........................................13% ........23%

Have you bought a new stem for your bike?Yes ............................................39% ........34%

If yes, what did you buy?Answer ........................................0% ..........3%Animal .........................................6% ..........3%DK ...............................................8% ..........6%Eastern........................................2% ..........9%Flatware ......................................2% ..........0%Fit ................................................4% ..........3%Haro ............................................4% ..........0%Odyssey ......................................6% ..........0%Primo...........................................4% ..........0%Profile ........................................10% ........15%Redline ........................................8% ..........6%S&M ..........................................20% ........12%Sinz .............................................2% ..........6%Stolen..........................................4% ..........0%Subrosa.......................................2% ..........0%Other .........................................16% ..........0%

Have you bought a headset for your bike?Yes ...........................................29% ........37%

If yes, what did you buy?Animal .........................................9% ..........3%Aheadset .....................................9% ..........3%Campagnolo ...............................3% ..........0%Cane Creek .................................3% ........11%Colony.........................................3% ..........3%Eastern........................................3% ..........5%Fly ...............................................0% ..........3%FSA ...........................................12% ........22%King...........................................12% ........19%Kink .............................................0% ..........3%Odyssey ......................................0% ..........5%Sinz .............................................3% ..........0%Stolen..........................................9% ..........0%United..........................................3% ..........0%Verde ...........................................3% ..........0%Other .........................................29% ........24%

Have you bought new hubs for your bike?Yes ............................................27% ........30%

If yes, what did you buy?Alienation ....................................3% ..........7%Crupi ...........................................0% ..........3%DK ...............................................3% ..........0%



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Have you bought new brakes for your bike?Yes ............................................40% ........45%

If yes, what did you buy?Bicycle Union ..............................2% ..........0%Dia-Compe..................................8% ........11%Dia-Tech......................................2% ..........7%Demolition...................................4% ..........2%Eclat ............................................2% ..........2%Fly ...............................................2% ..........2%Little Dude...................................2% ..........4%Odyssey ...................................29% ........11%Primo...........................................2% ..........0%Revenge ......................................4% ..........4%Shimano......................................6% ........26%Sinz .............................................6% ..........7%Tektro ........................................15% ........15%Other .........................................15% ..........9%

Have you bought new cranks for your bike?Yes ............................................37% ........41%

If yes, what did you buy?Demolition...................................3% ..........5%DK ...............................................3% ..........0%Fit ................................................3% ..........0%Fly ...............................................3% ..........3%Odyssey ....................................33% ........15%Profile ..........................................3% ..........3%Primo...........................................3% ..........3%Shimano ...................................13% ........35%Sinz .............................................8% ........10%Other .........................................31% ........23%

Have you bought new pedals for your bike?Yes ............................................60% ........52%

If yes, what did you buy?Animal .........................................4% ..........4%Crupi ...........................................3% ..........0%DK ...............................................0% ..........4%Demolition...................................0% ..........2%Eastern........................................4% ..........2%Eclat ............................................1% ..........2%Fly ...............................................0% ..........4%Haro ............................................3% ..........6%Hoffman ......................................1% ..........0%Mirraco........................................1% ..........0%Odyssey ....................................23% ..........6%Proverty.......................................1% ..........0%Premium .....................................1% ..........2%Profile ..........................................3% ..........0%Primo...........................................7% ..........2%Redline ........................................7% ..........8%Ringle ..........................................0% ..........2%S&M ............................................5% ..........2%Shadow.......................................1% ..........0%Shimano ...................................12% ........26%Sinz .............................................0% ..........4%Snafu...........................................0% ..........2%Time ............................................3% ..........8%Wellgo .........................................3% ..........6%Other .........................................15% ..........9%

Have you bought new rims/wheels for yourbike?Yes ............................................41% ........37%

If yes, what did you buy?Alienation ..................................12% ........17%Araya ...........................................4% ..........6%Demolition...................................2% ..........3%Eastern........................................8% ..........0%Fly ...............................................2% ..........6%Haro ............................................6% ........11%Hoffman ......................................2% ..........6%G-Sport .......................................2% ..........0%Nitrous.........................................4% ..........3%Odyssey ....................................12% ........14%Premium .....................................0% ..........3%Poverty........................................2% ..........0%Sinz .............................................2% ..........0%Stolen..........................................4% ..........0%Sun............................................12% ........19%Other .........................................27% ........11%

Have you bought a new forks for your bike?Yes ............................................24% ........33%

If yes, what did you buy?Answer ......................................11% ........13%Bombshell ...................................0% ........13%DK ...............................................4% ..........3%Eastern........................................4% ..........3%Fit ..............................................11% ..........0%Flatware ......................................4% ..........0%

Haro ............................................4% ..........6%Hoffman ......................................0% ..........3%Mirraco........................................4% ..........0%Odyssey ......................................4% ..........6%Redline ......................................11% ..........3%S&M ..........................................15% ..........3%Sinz .............................................7% ........19%Stolen..........................................4% ..........0%Supercross...............................11% ..........9%Volume ........................................0% ..........3%Other ...........................................7% ........19%

Have you bought a new seat for your bike?Yes ............................................52% ........37%

If yes, what did you buy?Alienation ....................................5% ..........5%Animal .........................................3% ..........0%DK ...............................................0% ..........3%Duo..............................................2% ..........0%Eastern........................................2% ..........3%Federal ........................................0% ..........3%Fit ................................................5% ..........3%Hoffman ......................................0% ..........3%Haro ............................................3% ..........0%Kink .............................................2% ..........0%MacNeil .......................................0% ..........5%Metal ...........................................0% ..........3%Odyssey ....................................10% ..........5%Primo...........................................3% ..........3%Premium .....................................2% ..........3%Redline ........................................8% ..........3%S&M ............................................7% ..........5%Shadow ....................................15% ........15%Snafu...........................................0% ..........3%Stolen..........................................2% ..........3%Tempered ...................................2% ..........0%United..........................................2% ..........0%Other .........................................30% ........36%

Have you bought new chainwheels for yourbike?Yes ............................................28% ........44%

If yes, what did you buy?Animal .........................................5% ..........0%Black Label .................................3% ..........4%DK ...............................................5% ..........2%Crupi ...........................................3% ..........2%Coalition ......................................3% ..........0%Eastern........................................5% ..........4%Fit ................................................5% ..........0%Kink .............................................3% ..........0%Haro ............................................0% ..........4%Odyssey ......................................3% ..........4%Premium......................................0% ..........2%Profile .......................................21% ........13%Primo...........................................3% ..........2%Redline ........................................8% ........11%Rennen........................................0% ..........9%S&M ............................................8% ..........0%Shadow.......................................5% ..........2%Sinz .............................................5% ..........4%Tree .............................................5% ..........4%WTP ............................................0% ..........2%Other .........................................10% ........24%

Have you purchased pegs?Yes ............................................45% ........27%

If yes, what brand did you buy?Animal ......................................20% ..........4%Bizhouse .....................................0% ..........4%DK ...............................................2% ..........4%Eastern........................................2% ..........4%Federal ........................................2% ..........0%Fly ...............................................0% ..........4%G-Sport .......................................4% ..........4%Kink .............................................0% ..........4%Odyssey ....................................10% ........11%Premium .....................................2% ..........0%Primo...........................................4% ..........0%Shadow.....................................10% ..........7%Snafu...........................................4% ..........0%Stolen..........................................8% ..........7%Suelo ...........................................0% ..........4%Superstar ....................................4% ..........4%Tree .............................................0% ..........7%WTP ............................................0% ........11%Other .........................................29% ........25%

Have you replaced your freewheel?Yes ............................................26% ........25%

Have you replaced your bottom bracket?Yes ............................................28% ........28%

Where do you find out about thelatest riding gear/apparel?BMX Plus! .................................52% ........43%Friends ........................................5% ........18%Catalogs....................................10% ........12%Internet......................................14% ........44%Other Magazines.........................4% ..........7%At competitions...........................2% ........13%Bike shop ....................................8% ........15%Other ..........................................5% ..........3%

Do you own a helmet?Yes ...........................................85% ........84%

If yes, what brand?661 ..............................................4% ..........5%Answer ........................................2% ..........0%Bell ............................................19% ........14%Fox ..............................................6% ..........7%Fly ...............................................8% ........16%O'Neal .........................................1% ..........2%Pro Tec .....................................19% ........18%Pryme........................................10% ..........5%Shoei ...........................................2% ..........2%THE .............................................0% ..........5%Troy Lee.......................................4% ..........8%TSG.............................................3% ..........0%Vigor............................................0% ..........1%Other .........................................23% ........17%

Do you own riding gloves?Yes ............................................66% ........69%

If yes, what brand?661 ..............................................5% ..........3%Answer ........................................3% ..........0%AXO.............................................1% ..........3%Bicycle Union ..............................1% ..........0%Fox............................................23% ........33%Fly .............................................12% ........16%Lizard Skins.................................3% ..........1%No Fear .......................................1% ..........1%Odyssey ......................................3% ..........1%O'Neal .........................................1% ..........0%Premium .....................................1% ..........0%Pryme..........................................4% ..........0%Redline ........................................3% ..........4%Shadow ......................................4% ..........0%Shift.............................................0% ..........3%TSG.............................................0% ..........1%Thor.............................................4% ..........0%Troy Lee.......................................4% ........13%UGP ............................................1% ..........0%Other .........................................24% ........20%

Do you own riding pants?Yes ...........................................32% ........47%

If yes, what brand?661 ..............................................0% ..........2%Answer ........................................5% ..........2%AXO.............................................3% ..........2%Fox ............................................16% ........19%Fly .............................................16% ........25%No Fear .......................................0% ..........8%O'Neal .........................................3% ..........0%Pryme..........................................3% ..........0%Redline ........................................8% ........13%Shift.............................................0% ..........6%Thor.............................................5% ..........4%Troy Lee.....................................13% ........13%Other .........................................29% ..........6%

Do you own elbow pads?Yes ............................................34% ........35%

If yes, what brand?661 ..............................................9% ..........8%Fit ................................................5% ..........0%Fox..............................................9% ........21%Hammer ......................................0% ..........3%Lizard Skins...............................12% ..........5%Pro Tec ........................................7% ..........8%Pryme..........................................2% ..........0%Other .........................................56% ........55%

Do you own knee pads?Yes ...........................................39% ........43%

If yes, what brand?661 ............................................13% ..........7%Federal ........................................9% ..........0%Fox..............................................2% ........16%Hammer ......................................4% ..........2%Lizard Skins.................................9% ..........0%Pryme..........................................9% ..........2%Shadow.......................................2% ..........5%Troy Lee.......................................2% ........16%Other .........................................51% ........51%

Do you own shin guards?Yes ............................................27% ........34%

If yes, what brand?661 ..............................................3% ........10%Fox ............................................16% ........19%Fly Racing .................................10% ........19%Hammer ....................................13% ..........7%Lizard Skins...............................19% ........10%Pryme..........................................6% ..........0%Other .........................................32% ........36%

Do you compete in sanctioned BMX races?Yes ............................................24% ........43%

If yes, what organization?ABA ...........................................83% ........86%NBL ...........................................17% ........14%

What class do you compete in?Novice .......................................25% ........27%Intermediate ..............................44% ........32%Open ...........................................6% ..........2%Expert/Pro .................................25% ........39%

How often do you race a year?1-5 times ...................................29% ........43%6-14 times .................................25% ........14%15-24 times ...............................20% ........14%25-34 times ...............................15% ........16%35+ times ..................................11% ........14%

Do you compete in freestyle competitions?Yes ............................................10% ..........9%

Do you compete in dirt jumpingcompetitions?Yes ............................................12% ..........8%

What is your main source of information ofpro competition results?BMX Plus! .................................67% ........36%TV................................................4% ..........3%Other Magazines.........................8% ..........2%Internet......................................17% ........54%Other ...........................................5% ..........5%

What type of riding do you do?Dirt jumping...............................22% ........34%Flatland .......................................8% ........19%Ramps.......................................19% ........26%Race..........................................12% ........51%Ride bike to school ...................10% ..........9%Street.........................................30% ........48%

Number of members of family who alsoride BMX or Freestyle?1 ................................................64% ........30%2 ................................................24% ........20%3+..............................................11% ........10%

What other vehicles do you own?S.U.V. ........................................18% ........48%Car ............................................25% ........62%RV/Camper .................................5% ........12%Snowmobile ................................3% ..........1%Personal watercraft .....................2% ..........9%Mountain bike ...........................15% ........45%Off-road Motorcycle..................10% ........16%R/C Car .....................................16% ........24%Spaceship ...................................6% ..........8%

What other sports/activites do you participate in?Mountain biking ........................12% ........47%Motorcycle riding ......................11% ........21%ATVing .......................................13% ........14%Snowboarding...........................10% ........27%Skateboarding...........................16% ........36%Paintball ....................................11% ........20%Video games .............................26% ........54%

What brand casual shoes do you wear?Adidas .........................................8% ........10%Converse.....................................1% ..........3%DC.............................................16% ........15%Duffs............................................0% ..........1%Etnies ..........................................5% ..........2%Nike ...........................................27% ........30%Osirus..........................................4% ..........2%Orchid .........................................1% ..........0%Lotek ...........................................1% ..........0%Vans..........................................27% ........34%Other .........................................11% ..........0%None............................................0% ..........3%

How often do you look at bicycle relatedwebsites?Everyday ...................................38% ........51%Every other day .........................14% ........20%2 times a week ..........................19% ..........9%Once a week .............................10% ........11%Less than once a week .............19% ........10%

Have you ever purchased a product overthe internet?Yes ............................................74% ........86%

How often do you look at BMX Plus!website?Every day ..................................15% ........12%Every other day .........................16% ........15%2 time a week............................14% ........18%Once a week .............................27% ........29%Less than once a week .............29% ........27%

How much do you spend ononline purchases a year?$5000-$10,000............................5% ..........0%$2500-$5000...............................0% ........13%$1500-$2500...............................6% ........14%$500-$1500...............................20% ........29%Less than $500..........................70% ........45%









COVER SPACE MATERIAL ON-SALEDATE DEADLINE* DEADLINE** DATEJanuary 2011 .............9-29-2010 .........10-6-2010 .......11-25-2010February 2011..........10-28-2010 .........11-4-2010 .......12-30-2010March 2011..............11-30-2010 .........12-7-2010 .........1-27-2011April 2011.................12-29-2010 ...........1-6-2011 .........2-24-2011May 2011 ...................1-27-2011 ...........2-3-2011 .........3-31-2011June 2011 ..................2-28-2011 ...........3-7-2011 .........4-28-2011July 2011....................3-29-2011 ...........4-5-2011 .........5-26-2011August 2011...............4-29-2011 ...........5-6-2011 .........6-23-2011

September 2011 ........5-27-2011 ...........6-6-2011 .........7-28-2011October 2011.............6-28-2011 ...........7-6-2011 .........8-25-2011November 2011 .........7-28-2011 ...........8-4-2011 .........9-22-2011December 2011 .........8-29-2011 ...........9-6-2011 .......10-27-2011January 2012 .............9-28-2011 .........10-5-2011 .......11-24-2011February 2012..........10-27-2011 .........11-3-2011 .......12-29-2011March 2012..............11-30-2011 .........12-7-2011 .........1-26-2012










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SPECIAL POSITION 8:300 x 100 pixels half banner ad:Home Page Tech position(Left Hand Home Page Column adjacentto Tech Section) Road Bike Action Only.

SKINS POSITION 9:1900 x 950 pixels Skin Background:Home Page & Internal PagesOverall File Size: 1900 x 950 pixelsSafe Area: 135 x 695 pixels

DISCOUNTS:1) Web only Advertisers If you add a second website 10% discount on both placements.2) Web only Advertisers If you add all three websites 15% discount on all placements.3) In Paper Magazine & adding 1 website 15% off website placements.4) In Paper Magazine & adding 2 websites 20% off website placements.

WEBSITE BENEFITS:• Instant press releases for our media partners.• Immediate product reviews.• Team race results.• Sponsored events.• New hires, etc.

WEBSTIE ADVERTISING REQUIREMENTSFile Types Accepted: Animated GIF or JPG, Flash SWF. Ad File Size: 20k maximum: GIF/JPG, 30k maximum: FlashAnimation: Yes. For animated GIF / JPG / Flash / SWF ads which contain the following:a. Maximum number of complete frame sequence, rotations: 3b. Maximum 4 frames per sequencec. Minimum time between each new frame within each sequence: 2 seconds. maximum: 10 secondsVideo: No Audio: No Third Party Ad Serving: Yes. Ad Lead Time: Three business days for review and testing.

Minimum three months commitment required for all website advertising, Call for pricing.

CUSTOM ADVERTISING PACKAGES:• Skins Advertising Section: ad spaces are placed on both the left and right side of website, just on the outside of the site’scontent area, which is what’s considered the backrgoud area of website. For additional information regarding skins, roadblocks,SOV (Share of Voice) or expandable video banners, please contact your advertising representative.

ADVERTISING PACKAGES:

ADVERTISING PACKAGES:• Package 1: Includes Positions 1 & 7• Package 2: Includes Positions 2 & 8

• Package 3: Includes Positions 3• Package 4: Includes Positions 4

• Package 5: Includes Positions 5• Package 6: Includes Positions 6

Please Note: Bleed offareas can go beyond thesafe area. Be aware thatsome user’s screenresolution will not displaytoo far into this area.Make sure all the vital infois within the safe area.S

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CANCELLATION& NON-FULFILLMENTAgreement may be canceled by the adver-

tiser or his agent prior to its full term with thefollowing provisions: Cancellation must bemade in writing and must be received beforeclosing date. If cancellation is received afterclosing date, buyer is responsible for full pay-ment of that insertion. In the event of cancella-tion, the rate is to be adjusted (“short-rated”)accordingly.

CREDIT INFORMATIONOrders subject to approval of buyer’s credit

by the Publisher. Credit limit to be establishedby the Publisher. New advertisers must ac-company order/contract with completedcredit application and payment for the firstthree insertions. Accounts are considereddelinquent if not paid 30 days after invoicedate. All open invoices over 90 days subjectto loss of agency commissions. Delinquent

accounts may be subject to service charge of2% compounded monthly on the unpaid bal-ance.

TERMS & COMMISSIONSTwo percent (on net) cash discount for pay-

ment within ten days of invoice date. Net 30days. This discount is not available to adver-tisers who take the fifteen percent prepay dis-count. Billings are made after completion ofprinting. Fifteen percent to recognized adver-tising agencies (insertion orders required). Inorder to be eligible for agency discount,agency must take final responsibility for pay-ment of all ads placed through agency. Newadvertisers must pay their first three insertionsin advance. Payment will be due on materialdeadline of each issue.

PRINTING PROCESSCOVERS & INTERIORS:Web offset litho-

graph. BINDING: Call for binding specifica-

tions. BMX Plus! and 4-Wheel ATV Action aresaddle stitch. Dirt Bike, Motocross Action,Mountain Bike Action, Dirt Wheels and RoadBike Action are perfect bound. Dirt Bike issubject to change from perfect binding tosaddle stitch issue to issue. Please contactHi-Torque for exact binding schedule.

PREFERRED MATERIALAll Hi-Torque Publications ads are

processed as " Computer to Plate". Send allHi-Torque publication ad material as high res-olution PDF files with a hardcopy, or 4 colorproof. This is a savings to our advertisers,NO MORE FILM. However, Ad material nolonger can go direct to the printer. We mustprocess all ad material here at Hi-Torque.

ELECTRONIC FILES& REQUIREMENTSAds submitted as Electronic Files need to

be at Hi-Torque Publications on the Material


• Bookmark pages so youcan quickly find yourfavorite stories.

• Page notes allow you tomake notes that you canrefer back to later.

• All the content canbe searched forthrough keywords.

• New! Higher-resolutionphotos to see all the details.

• Send your friends acopy so they can seewhat they’re missing.

• Link directly to manufacturers’ websitesfrom stories and advertisements.

• Save each issue to your computerso you can view it any time you want.

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MECHANICAL REQUIREMENTS:

DIGITAL MAGAZINES:

Deadline; no extensions will be givenfor Electronic Files.• DISK MEDIA: CD, DVD• PROGRAMS: Preferred—QuarkX-

Press (with complete collect for output)Adobe® Photoshop (flattened filesonly), Adobe® Illustrator (with fontsconverted to outlines & all images em-bedded) and Adobe® InDesign (withcomplete collect for output) Be awarewhen supplying complex InDesign files, con-taining multiple transparency and drop shadoweffects, may cause problems with final output.

Send as a closed file: PDFIf electronic files are sent as NativeDesktop (open files) Hi-Torque Publica-tions will charge any cost that might be in-curred to produce the supplied advertisement.For digital files containing a CT image, resolu-tion should be 300 dpi. Bitmap images musthave a resolution of 2400 dpi and contain linksto placement files. There will be productioncharge for this service.

ALL DIGITAL FILES MUST be accompa-nied by a S.W.O.P. proof. Acceptable digital4/color proofs or matchprint, Kodak Approvalsor Epson. Color laser or ink jet proofs will beused for content only. Color laser or ink jetproofs not acceptable for color proofing orpress check. Publisher cannot be held respon-sible for content or reproduction quality if aproof does not accompany the digital file. Ad-vertisers may be subject to a $100 charge forrequested or required high resolution proofsprinted for press check. The Publisher doesnot accept any liability for ads that are postedto FTP site or E-Mailed.Send material to: Eric Harter Advertising

Production Manager Phone: (661) 367-2114Hi-Torque Publications, 25233 Anza Drive, Va-lencia, CA. 91355

APPLICATIONREQUIREMENTS• Save all image files as EPS files(Encapsulated PostScript).• FONTS: Supply all Fonts used in separatefont folder—both screen & printer fonts.

DO NOT USETRUE TYPE FONTS!• Send all support files, including allhigh-resolution files of logos, photos,and trademarks.• Convert all RGB files (computer color)to CMYK (four-color process for print).• Prepare all full page ads with 1/8 inch bleed.• Send a disk & printed file directory witheach ad submitted.• Send a S.W.O.P. proof with each ad. If thefile is corrupted, we have a visual to re-cre-ate your ad. This will be done at an addi-tional cost to the advertiser.The integrity of electronic files submitted to

Hi-Torque is the responsibility of the adver-tiser. Hi-Torque is not responsible for anysubsequent loss of, or damage to, electronicmedia. Electronic files submitted to Hi-TorquePublications should be back-up or archivalcopies, NEVER original or sole examples.

AD PRODUCTIONAny maintenance or recreation of corruptedfiles will be billed to the advertiser or hisagency at the current time and labor produc-tion rate. Any 4/color advertising that does nothave an acceptable 4/color proof may requirea press proof pulled upon request from pro-duction dept. or press at an additional cost.

LATE ADS• All materials received after the materialdeadline are considered late ads and will becharged a late charge: $65.00 per page.• Material received late and needingproduction work such as: copy change, keycode changes etc., will be charged both alate charge and a production charge.• Ad material received late but not toHi-Torque’s specifications will be charged alate charge for processing file.

SHIPPING INSTRUCTIONS• All advertising materials are to be sent toHi-Torque Publications, Attn: Advertising Pro-duction Manager, 25233 Anza Dr., Valencia,CA 91355.

• All ads must be received and processed byHi-Torque Publications. No late ads can go di-rect to the printer.

CONTRACT REGULATIONSRates are subject to change upon notice

from the Publisher. Publisher guarantees thatsigned orders and contracts will be honoredat contract rate in the next issue followingthe announcement of a rate increase. Adver-tising in issues subsequent to such an in-crease will then be billed at prevailing rates.At the time a rate change becomes neces-sary, advertiser may cancel as of the effec-tive increase date without short rate. If anorder and/or new material is not received bythe closing date for a contracted insertion—and in absence of written instructions to thecontrary— Publisher will repeat the last ad-vertisement run. He may at his discretion,however, omit the ad or run substitute copy.The buyer is nevertheless responsible forpayment in full for the scheduled insertion.

COPY REGULATIONSThe Publisher reserves the right to accept

or reject all advertising copy which at hisdiscretion is deemed objectionable, ob-scene, profane, pornographic or detrimentalto the industry whether or not the ad hadpreviously been accepted and/or published.The advertiser assumes full responsibility forthe content of all advertisements. Hi-Torqueis not responsible for any productioncharges incurred with the changing of an adto meet our standards. If you have anydoubts about your ad copy being accepted,please contact your advertising representa-tive as soon as possible.

GENERAL PROVISIONSKey numbers are not guaranteed. No re-

bate allowed for errors due to the insertionof wrong key numbers or codes. The Pub-lisher reserves the right to void any contractif the first insertion is not used within threemonths. All material not called for after oneyear will be destroyed.

MECHANICAL REQUIREMENTS (Page sizing standard in inches)

WIDTH HEIGHT1 PAGEBLEED................8.125 in .......10.75 inTRIM...................7.875 in .........10.5 inLIVE/SAFETY.....7.375 in ............10 in

2 PAGE*BLEED..............16.25 in .......10.75 inTRIM.................15.75 in .........10.5 inLIVE/SAFETY...15.25 in ............10 in

2/3 PAGE...................................4.5 in .......9.625 in1/2 PAGE:Horizontal bleed...8.125 in .......5.375 in

Trim...7.875 in .........5.25 inLive...7.375 in ..............5 in

Vertical ..................4.5 in .........7.25 in

WIDTH HEIGHT1/2 PAGE HORIZONTAL SPREAD*BLEED...............16.25 in .........5.75 inTRIM..................15.75 in .........5.25 inLIVE/SAFETY....15.25 in .........4.75 in

1/3 PAGE:“Horizontal” ..........4.5 in .........4.75 in“Vertical”.............2.125 in......9.625 in

1/4 PAGE:“Horizontal” only .4.5 in ...........3.5 in

1/6 PAGE:“Horizontal” ..........4.5 in .........2.25 in“Vertical” ...........2.125 in .........4.75 in

SHOWCASE3-inch ....................2.125 in.....3.4375 in2-inch ....................2.125 in .........2.25 in1-inch ....................2.125 in ..............1 in

AD SIZING CHART& COMPARISON

* GUTTER ALLOWANCE: please allow 3/8”minimum left and right of gutter.* There should be an allowance of at least 3/8" inch of margin between live matter (type, etc.) and the trimmed edge of page of gutter.All critical type (phone numbers, address, legal lines) must be held within 1/2" from the trim line.


HOW TO GENERATE EXPOSUREIN A HI-TORQUE MAGAZINE

Hi-Torque publications titles share a common thread; we thoroughly enjoy writing aboutbikes, parts, products and accessories! Whether it’s for the bike or the body if it makes thecycling experience a better, we want to hear about it, test it and write about it.

5 SURE FIRE STEPS TO EDITORIAL:


1) Give the Editors a callContact the editors by

phone and ask about up-coming opportunities foryour product or service.The editors are a wealth ofinformation and are alwayslooking for new productsand angles to write about.

2) E-mail press releasesSend a high-resolution, 300 DPI or

larger JPG and a text document explain-ing your Product, the price, and where itis for sale. You can also send productinfo on a CD, which is a bit more perma-nent, archived, and might be used anumber of times down the road for buy-ers guides or other stories that apply.

3) Send in aproduct for testing

Testing: Our magazinesare about products, so if youfeel strongly about yourproduct, send it to the appro-priate magazine(s) for a long-term test. It’s notinstantaneous, but hundreds

VIDEO ADVERTISINGThis year we are adding the power of video to all our webites, inorder to

help drive traffic even more and giving our advertisers another way to give theirname and products exposure The opportunity to advertise your company logoand or a 15 second video ad will be available to auto start at the beginning ofa particular video or group of videos.


4) Meet them for a rideContact the editors and

offer to meet them for a rideto showcase your product ortest bike. Nothing is morebeneficial than seeing theproduct perform flawlessly inthe field; it is a bit of insur-ance that is often overlooked.

5) Media LaunchHave our editors to your facil-

ity. More and more companies arehaving there own formal medialaunches. This is where you areinviting the Media to your ownvenue and are letting them see forfirst hand the passion behind yourbrand.

of today’s successfulcompanies started with asingle product evaluationin a Hi-Torque magazine.Feel free with both thepress release and a prod-uct to follow up by phonewith the editors and ad-vertising department.

ADVERTISING DEPARTMENTROBB MESECHER - Advertising Director(661) 367-2105, [email protected]

DERRECK BERNARD - National Advertising Manager(661) 367-2153, [email protected]

JEROME DZIECHIASZ - National Advertising Manager(661) 367-2117, [email protected]

CHRIS STANGL - Account Manager(661) 367-2109, [email protected]

JOHN BARILA - Account Executive(661) 367-2106, [email protected]

LISA BECKWITH - Account Administrator(661) 367-2112, [email protected]

ERIC HARTER - Advertising Production Manager(661) 367-2114, [email protected]

TENI ELYASI - Advertising Production Coordinator(661) 367-2103, [email protected]

JENNIFER EDMONSTON - Advertising Production Coordinator(661) 367-2143, [email protected]

HI-TORQUE PUBLICATIONS, INC.25233 Anza Drive Valencia, CA 91355phone: 661-295-1910 fax: 661-295-1278 www.hi-torque.com

Media Guide - Cycle

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Transcript of Media Guide - Cycle