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191,275 VIEWS & DOWNLOADS TO DATE!
BIKE TO WORK BOOK RATECARD
The 52-page sampler for the BIKE TO WORK BOOK has had nearly 200,000 views and downloads. The full book, due out before Christmas, will be free online. Your ad will be seen by hundreds of thousands of people. The media message ‘save money, go by bike’ is a huge opportunity for those in the bicycle business. But reaching bike-to-work wannabes is tough. It’s going to get a little easier with the Bike to Work Book, a unique US/UK co-production. There are premium ad page spaces in this book and in the associated PDFs, website and podcast. International brands booked in with ads include Trek, Cannondale, Raleigh, Dahon and many others. TRADITIONAL DISTRIBUTION: The print
book will be available before the print
version of Bike to Work Book will be
book and will be downloaded in HUGE
available on Amazon.com and Barnes &
numbers. This is no wild claim: the
Noble from February 2010 onwards.
sampler for the Bike to Work Book has had 162,481 views on clicky-flicky
ELECTRONIC DISTRIBUTION: the FULL
Issuu.com; 2736 views on Scribd.com;
version of the book will be available for
and 26,508 PDF downloads via iTunes.
FREE download via websites and
Advertisers in the online sampler have
iTunes. This will contain the same ads as
had their adverts viewed by an
the print version but it will also feature
astounding 191,275 people. The full
direct URL links and even videos can be
book will be a huge hit: make sure
embedded. The online version of the
you’re in it.
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The Bike to Work Book is aimed at newcomers to the cycle market and will get your brand in front of a fast growing audience.
http:// www.youtube.co m/watch? v=OQKvitnjo_Y
Multi-format ‘how to’ book available in pay-for print and FREE download! THE BIKE TO WORK BOOK is a new, lavishly-illustrated, 300+-page how-to book by Carlton Reid and Tim Grahl. Both are experts in reaching out to newcomers to cycling, infecting others with their enthusiasm.
CLICKY-FLICKY: Electronic and FREE on Issuu.com. This will be the full version of the print book, but as it is electronic it will include live web links - like this one - and videos (click the arrow above).
TARGET AUDIENCE This is a book for newcomers to cycling to work, the biggest growth market cycling has known since the advent of mountain bikes in the 1980s.
iTUNES: The full book will also be delivered in PDF format via podcasts on iTunes.
Electronic AND real-world distribution
But the book is also a resource for existing enthusiasts as it contains hardedged advice on getting the bike message heard in the community and the workplace.
PRINT: Full-color paperback book (18.91x24.589cm) distributed to online book sellers worldwide, including Amazon.com and Barnes&Noble. LOCAL CONTENT: US and UK versions of the downloadable formats. Companies and bike stores could also have personalised PDFs of the book for their own distribution.
Online samplers of the Bike to Work Book on Issuu.com - a page-flipping publishing platform - have had 162,484 views/downloads. A PDF of the sampler was sent to 24,000 subscribers to the Fredcast podcast.
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THE AUTHORS
“With bicycle commuting on the rise, a comprehensive how to for beginners is exactly what was needed. Carlton and Tim both use their bikes every day for transportation and they share their years of experience throughout the Bike to Work Book.” Donna Tocci, New Media Manager, Ingersoll Rand/Kryptonite
Promoting the Bike to Work Book big-time
CARLTON REID The editor of BikeBiz.com, Bikeforall.net and Quickrelease.tv, Carlton is also the author of numerous cycling books and writes for The Guardian newspaper.
The full-colour paperback will sell in good quantities on Amazon. However, there will be hundreds of thousands of free downloads of the e-book. From experience with the online sampler, it’s expected there will be a minimum of 100,000+ downloads within six months. A continuous PR campaign will see mentions of the e-book going far and wide. Naturally, there will be interest from the world of cycling but the biggest reach-out will be to the newbies themselves and they don’t hang out in bike places. The PR for the e-book will focus on the mainstream media. In effect, we’ll be pushing on an open door. Type ‘gas savings bicycling’ into Google News to see the enormous media interest in cycling to work at the moment. As fuel prices continue to fluctuate, the media will continue to plug cycling.
The Bike to Work Book will be perfect for cycle commuter virgins. They want a no-nonsense beginner’s guide to how to start cycling to work. They want to know about bike brands and bike products. At the moment, they may only know of one or two bike brands, A book from two authoritative, independent authors is the perfect medium for delivering your brand information. For those we hook, there’s also an associated website and podcast with the book. Subscribers to the podcast will get the free e-book sent to them via iTunes. There are also associated YouTube videos promoting short, visual tips from the book, and these will be inserted into the rich media e-book. Carlton’s YouTube videos have been viewed 2 million times. His basic video on how to wash and a lube a bike has had 134,038 views!
TIM GRAHL A programmer and former owner of the Crooked Cog network of websites: Commute by Bike, Blue Collar MTB, The Bike Lab, and Twenty Nine Inches.
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Cycling as transportation is climbing up the news agenda The benefits of cycling to work are clear to us, the converted, and now they’re becoming clear to the mainstream media, too. Yoyo-ing oil prices and the obesity time-bomb are being linked together, with news story after news story plugging the rise and rise of cycle commuting
Fuel price ts volatility ge on more folks bikes
LOCALISED
According to a study conducted by the US Department of Transportation, more than forty percent of all car trips are made within 2 miles of home. A survey by the UK’s Chartered Management Institute found that the most reliable way of getting to work is by bicycle. The CMI believes travel disruptions are delaying managers at a cost of more than 2 million workinghours per week. A typical train commuter spends £12 a day (£5 on the train journey, £2 on coffee and snack, and £5 on lunch) and a typical road commuter £14 per day (average 17 miles @ 40p per mile, £2 coffee and snack and £5 lunch) or £30 per day in London if the £8 congestion charge and £8 parking fee are included. Potential savings [of cycling to work, and
bypassing the cappucinno bar) could be between £1,152 and £2,880 per year. Source: Cost of car and train travel, Europ Assistance press release, May 2006 A reasonably fit female cyclist, riding on a flat road at 18 miles per hour for an hour, and weighing 125-pounds, burns 555 calories. Source: Dr. James Hagberg, exercise physiologist at the University of Maryland. The average UK resident spends about nine days a year in a car. Source: National Travel Survey. Regular cyclists enjoy a fitness level equal to that of a person ten years younger. Source: National Forum for Coronary Heart Disease Foundation, Sharp
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The Bike to Work Book will be billed as THE cycling-towork resource, and will be virally promoted across the Englishspeaking world. The print version will contain ads that work globally. The paid-for e-book will be available in UK and US editions, with more countries to follow. The editorial content will stay largely the same but domestic adverts can be placed in the localised versions.
CHAPTERS, NO VERSE 1. Why Cycle to Work Petrol prices. Congested cities. Global warming. Peak oil. The body beautiful. Cycling ticks lots of boxes.
10. Trains, planes and automobiles How to integrate cycling into public and private transport
2. Busting the Myths about Cycling to Work Hot, smelly, wet, slow, too far, special clothing, dangerous, impotence? No, and here’s why.
11. Lobby Your Locality So, you’ve discovered how fast and sweet it is to cycle to work. You want even better routes and more folks to join in? Here’s a primer on how to make your city officials sit up and take notice
3. The Right Kind of Bike versus The Wrong Kind of Bike From Dutch roadsters to Xtracycle cargo bikes, via tips on how, when and why to modify and upgrade an already owned bike. Plus info on folding bikes. 4. Keeping Your Bike on the Road Basic bicycle maintenance tips, but not full how-to guides, this is best left to other books. 5. Urban Cycle Training How to survive the concrete jungle with tips and advice from city-based adult cycle trainers. From ‘how to pedal with the ball of your foot, not your heel (a common mistake by newbies) to ‘negotiating the run up to Advanced Stop Lines’. Plus info on adults learning to ride bike for the very first time.
12. Get Paid to Cycle Almost. Learn more about cycle mileage allowances and US and UK schemes to save you money when buying a bike, such as the UK’s Cycle to Work salary sacrifice scheme, and the US Renewable Energy and Job Creation Act of 2008 (H.R. 6049). 13. Bike Buzz at Work Get your employer enthused about cycling. Cycle commuters are absent from work less times per year than non-cycle commuters. 14. The Future is Already Here Cycle use may only be 1-2 percent in the UK and the US but in some cities it’s far higher. Profiles of York in England and Portland in Oregon. In Denmark and the Netherlands cycling is huge, here’s why.
Plus s for interview ‘real life’ box-outs
6. Route Planning Paper maps through to Google Earth, GPS and online route planners. 7. Security Lock it or lose it? Or lock it and still lose it? Techniques to really keep bikes secure, with how-to advice from bike thieves. 8. Pack it in, and keep it dry How to carry stuff on a bike, from suspended laptop sleeves in pannier bags through to getting a suit to work in one piece. Advice on waterproof bags and the need for fenders/mudguards. 9. Bike Wear Clobber for cycling. From ordinary clothes through to lashings of Lycra for speed demons, although it will be stressed this isn’t ever mandatory! Plus, helmet advice.
15. Bicycle Lexicon What are ‘hoods’ and ‘drops’? What do you do with a ‘chainset’? Learn the lingo. 16. Further reading A round-up of the best books and websites.
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RATES & DATA Reach out to a new audience, an audience eager to be told which brands are best This will be a mammoth of a ‘how to’ book, published just as the market is lifting off. Ads will be placed in premium positions: inside covers, preface and opposite chapter starts (although do check with Al because many of positions have already been booked). Advertisers also get preferential rates for banner space on the websites BikeToWorkBook.com, Quickrelease.tv and iPayRoadTax.com
To find out more details about ad availability or to book sponsorship videos please contact Al Reid at albertreid@mac.com
New cycle rs commute need new info
PHOTO CREDITS: Richard Masoner, Martin Breschinski, Copenhagenize.com
Full page in book, e-book and PDF (size 18.91 x 24.589cm, perfect bound)
$1370/£700 per page
Full page in localised PDF and e-books (not print book)
$1100/£550 per page
Double page spreads (or two ad pages split in the book)
$2600/£1300 per DPS
Insertion of rich media in e-book
Dependent on media
Sponsorship of BikeToWorkBook.com tips videos for embedding in e-book
SOLD
Sponsorship includes pre-roll logo and audio mention ‘This tip is brought to you by…’; plus 15-second graphic ad hard-embedded as a lower-third semi-transparent overlay
If bicycle trips in the US grew from half of 1 percent to 5 percent, the bicycle industry would grow from $6 billion in sales to $31 billion in sales. Source: John Burke, Trek
40
30
BIKE TO WORK ADS 20
10 $6.2bn 0
$31bn
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Benton Bridge Cottage Jesmond Dene Newcastle on Tyne NE7 7DA. Tel: +44 191 285 4408 Email: albertreid@mac.com www.biketoworkbook.com