It was big news when Bonnier bought Cycle World, but now they own several more bike mags.
The news came out today that Bonnier had made a deal with competing media giant Interlink to acquire Sport Rider, Dirt Rider, Motorcycle Cruiser, Hot Bike, Baggers, Super Streetbike and Street Chopper, along with a few other non-bike magazines. In return, they’re sending Interlink the keys to most of their TransWorld extreme sports magazines, in a manner of speaking.
So, the US’s two biggest bike mags are both under the same roof now. For now, at least, there will be no layoffs. But it will be very very interesting to watch the editorial policies and staffing shuffles in these magazines in the coming months.
The biggest potential concern is that politics will enter into the picture to reduce the independent voice of various magazines. Hopefully, the vertical market structure won’t be an issue and each of the mags will retain their unique identities.