Wait and See
In 2002 I got a loan from my father as well as one from my mom, emptied my 401k and sold four bikes. Totaled, it would have been a downpayment for a modest house, just not in LA. Why? Because I was stuck in my life.
I was one of the editors for a magazine called Bicycle Guide for a few years in the late ‘90s and was on assignment in France when the publisher pulled the plug. The magazine had weathered a few lousy years and seemed to be making a turnaround when they killed it, 10 months before Lance Armstrong won his first Tour de France. After that, the whole road market experienced a turnaround even a Mini Cooper could admire.
Once home, I moped. The world didn’t make sense to me. The magazine had a readership of 100,000, give or take. There were advertisers. And the publisher had a bloated payroll filled with executives that fought over just how cheap to be. I figured a lean operation could unite the loyal readers with good content. And the lean operation could offer reasonable ad rates to reach those readers.
But in 1999, paper was passé. There was this thing called the Internet and people were willing to throw money at me to the tune of six figures for an operation that would have no identifiable revenue stream. A magazine? Was I out of my mind?
I told one potential investor: “I don’t want to cut paychecks for a year, I want to be cutting them ten years from now.” I should have taken the money and had fun running a cycling web site until the money ran out, but my moral compass wouldn’t let me. Damn magnetism.
I had dozens of meetings with potential investors that went nowhere, so finally I did the one thing everyone said not to do: I invested my own money.
Which brings us back to why. I was stuck in my life because I needed to take the best swing I could at this, and I felt like I hadn’t made every sacrifice I could to make this dream real. So I launched Asphalt Magazine with a partner and a handful of freelance contributors.
Plot spoiler: It failed. (Not that you didn’t already know that).
The fault rests with me. I wasn’t the right guy. I wasn’t a tough enough manager, wasn’t a slick enough salesman, wasn’t a guy who could run on two hours of sleep. I’ve got a garage full of magazines and no regrets. That said, my greatest shock came when I approached the industry for advertising. A number of companies told me point blank: We’re going to sit out the first year and see how you do.
Which brings me to peloton magazine. Brad Roe, Tim Schamber, Ben Edwards and Adam Reek are industry vets. Peloton magazine is not just the best independently produced magazine the bike industry has ever seen, it’s the best, period. I heard from any number of Asphalt readers who swore that my magazine was the best bike mag they’d ever seen. I’m telling you on no uncertain terms peloton is superior. From running on time to negotiating a killer distribution deal before a single magazine had been produced, they have delivered in every way you can.
But as a new publishing company, they need to prove that they can make it without the muscle of an entrenched publisher behind them. In short, they need subscribers. I can guarantee you that bike companies have told them what they told me, that they’d wait and see. Why they do this defies explanation. It’s like going to the polling place and not voting because you want to see if your guy actually gets elected.
Brad and Tim have given me more latitude as a writer and photographer than anyone has ever given me—except maybe myself. It’s an uncommon event in a writer’s life that you’re encouraged to rise to an occasion, to deliver the smartest, bravest work you can. To paraphrase Spock, my first, best, destiny is as a feature writer and columnist, and Brad is giving me rope enough to hang myself daily.
I believe peloton is an unusual magazine, one that comes along maybe once in a generation.
I’ve reviewed and recommended a great many items and experiences here at RKP. I’ve never requested anything of you, the readers. That you all read, which is proving to be an increasingly rare activity in this world, has been enough for which to be grateful.
To those of you who have already stepped up and purchased a subscription to peloton, thank you.
To those of you who have purchased a single copy of peloton on the newsstand and liked what you read, please subscribe.
To those of you who have yet to see an issue of peloton, if you like exciting content about your favorite sport and want to see stories of unusual origin, features that go unexpected places, take a chance on Brad’s brainchild.
Each new subscription tells the industry that you’re hungry for content beyond race results. Brad, Tim, Adam, Ben and the rest of the crew have stepped up for the cycling community in a big way. They’ve put previously secure jobs and their families on the line for this. Don’t wait. Don’t see. A subscription is a small risk in a dangerous world. One that will be rewarded with each new issue.
These guys burn with a holy light for cycling and after reading a copy, it’s my belief you won’t want anything so much as to go for a ride. And isn’t that what a bike mag should do for you?