this is a less serious biking magazine, aimed not at those who follow ths sport religiously or who race often themselves, but at those who enjoy biking and race occasionally. this is pretty clear from one of the articles, which covers the initial results of a bike giveaway contest, where 50 bikes were given to the 50 people who had written the best essay about why they wanted to bike instead of drive to work. this shows in the seven car ads (i think this is the most in any of the alternative transport magazines). some of them wanted to lose weight, while others had been borrowing bikes and wanted to have their own, whiel still others want to save time or benefit the environment.

the land rover ad concentrates on new technologies, capability and comfort, but without specifics. the saab concentrated on unconventionality and distinctiveness combined with luxury and refers to the company's history with airplanes. the toyota ad focuses on versatility and uniqueness, and the nissan on making memories, against a backdrop of labeled home videos of locations and events from various trips {** this hearkens back to our snowboarders}. the infiniti goes a different way, focusing on speed and on the effortless nature of driving it. the jeep ad again appeals to our snowboarder type, saying 'turn the dress code into a distane memory' and 'loosen up'. the jetta ad is suggestive of the same demographic, but more subtly.

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