Writing about new bikes is what we do, but do we need to jet off somewhere nice for a week to do it?
The story of the new bike, wheel, groupset and, why the readers of road.cc/off.road.cc/ebiketips might want one could more meaningfully be told without flying a load of journos somewhere sunny for riding, wining, dining and presentation over multiple days – fun though that is. Why? Because the end result of that is websites and magazines producing much the same story, with similar pics, at exactly the same time . Any first ride of a new bike would be more meaningful for the readers of road.
Before that it would be unfair not to acknowledge a couple of fairly obvious things. First, this approach to product launches isn't specific to the bike industry, but because cycling is so closely linked with environmental friendliness, active travel and lowering your carbon footprint, launches strike a jarring note.
I should say we’re not trying to claim any moral high ground on this, we’re not trying to be preachy and this is not a grand gesture, it’s a small step, but one that’s within our power to take so we’re going to take it. I’m certain we’re not the first publication to adopt this line and hopefully we won’t be the last.
It seems to us that launches only take the form they do out of habit. Now is the time to break that habit. At least for us it is. Hopefully others in the cycling media and the cycling industry will see that it’s time for a change too. I’m pretty sure they know it is.We’ve noticed you’re using an ad blocker. If you like road.cc, but you don’t like ads, please consider subscribing to the site to support us directly. As a subscriber you can read road.cc ad-free, from as little as £1.99.
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