2023 MEDIA KIT - MOTORCYCLE NEWS CANADA'S SOURCE FOR - Inside Track Publications
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
2023 MEDIA KIT
SINCE 1998 - CELEBRATING 25 YEARS
CANADA’S SOURCE FOR
MOTORCYCLE NEWS
3
TABLE OF CONTENTS Mission Statement
Brand Overview 4
Meet our Community (Demographics) 5
Brand Engagement 7
Motorcycle Ownership and Riding Habits 8
Motorcycle Purchase Plans 10
Aftermarket Purchase Plans 11
Gear and Apparel Purchases 13
Other Hobbies and Interests 14
Building the Brand Story 15
Editorial Calendar 16
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 2
MISSION STATEMENT
Since 1998 Canadian motorcyclists have embraced
Inside Motorcycles because it celebrates and
augments their passion for life on two wheels while
reflecting the unique experience of motorcycling in
Canada. Motorcycles bring people from all different
walks of life together, and riding connects them
through a shared sense of passion and spirit like no
other sport.
As a Canadian motorcyclist, no matter what brand,
make or model you ride, you know you belong to an
infinitely select community, and Inside Motorcycles
is your voice. Whether they engage with Inside
Motorcycles online, or in print, through social media
or in person at events, Canadian motorcyclists gather
around Inside Motorcycles because it expresses the
heart and soul of the Canadian rider.
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 3
BRAND OVERVIEW
Other publications just have an audience, Inside Motorcycles
serves a select community bound together by its passion
for motorcycles.
COMMUNITY SIZE:
Print:
Readership per issue: 66,000 (8 x a year)
Digital
Average monthly website page views 15,000
Average monthly website unique visitors: 7,000
E-newsletter subscribers: 5,000
Social:
Total social: 11,000 (Facebook, Twitter, Instagram, YouTube)
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 4
MEET OUR COMMUNITY
The Inside Motorcycles community is comprised of one of the
most desirable consumer segments: highly educated home
owners in their prime earning years earning over $80,000
a year.
KEY DEMOGRAPHICS:
96%
MALE
87%
MARRIED
78%
AGED 35-64
70%
HOME OWNERS
58%
GRADUATED
54%
EARN $80K+
UNIVERSITY A YEAR
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 5
MEET OUR COMMUNITY
DEFINING CHARACTERISTICS:
For the Inside Motorcycles community, motorcycles are
more than just a pastime: being a motorcyclist defines
their lifestyle, informing how they choose to spend their
time and money:
93% 90% 89% 86%
Work on their Have motorcycle Looking to Have had their
own bikes specific insurance purchase a new or motorcycle license
used motorcycle for 10+ years
73% 71% 59% 59%
Will purchase gear Willing to spend Own 2+ Ride up to
and apparel this up to $1,000 on motorcycles 10,000 kms a year
coming year modifications to
their motorcycles
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 6
A DEEP CONNECTION
The Inside Motorcycles community is deeply engaged with the brand; whether they are checking out
Insidemotorcycles.com, spending time with the magazine, or connecting with Inside Motorcycles on social
media, Inside Motorcycles plays a pivotal role in the events they attend, the opinions they form, and the brands
they embrace.
INSIDE MOTORCYCLES IS AN INFLUENCER:
98% would recommend Inside Motorcycles to
someone who likes motorcycling
83% visited an advertiser’s website as a result of
Inside Motorcycles
80%
rate Inside Motorcycles as “my favourite /
very good”
80%
obtained information on a motorcycle, product
or service through Inside Motorcycles
56%
spend 2 – 3 hours with each issue of the print
magazine
51%
purchased a motorcycle product or service as
a direct result of an ad or article
50%
attended an event or expo as a result of
Inside Motorcycles
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 7
OUR COMMUNITY KNOWS MOTORCYCLES
The majority own two or more motorcycles, ride for pleasure
and will put up to 10,000 kms on their bike in a year: the Inside
Motorcycles community is passionately committed to their life on
two wheels.
MOTORCYCLE OWNERSHIP:
90% own a motorcycle
59% own 2 or more motorcycles
CURRENT MOTORCYCLE PREFERENCE:
47% Streetbike – Supersport / Sportbike
33% Streetbike – Touring
28% Off-Road Motorcycle
24% Streetbike – Dual Purpose
18% Streetbike – Cruiser
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 8
OUR COMMUNITY KNOWS MOTORCYCLES
RIDING HABITS:
80% have had their license for 10+ years
59% ride up to 10,000 km / year
46% ride for the sheer recreation / pleasure
33% ride between 10,000 – 20,000 km / year
30% participate in touring / adventure touring
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 9
MOTORCYCLE PURCHASE PLANS
With close to one third of our community planning on
purchasing a motorcycle in the next year, Inside Motorcycles
will play a pivotal role in the decisions they make.
NEW OR USED:
40% plan to buy a new motorcycle
50% are thinking of used
11% are considering / undecided
PURCHASE PLANS:
36% Dual Purpose Streetbike
18% Streetbike – Supersport / Sportbike
18% Streetbike – Touring
18% Off-Road Motorcycle
14% Streetbike – Cruiser
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 10MODIFICATIONS MATTER
Whether it’s a better exhaust or new tires, cosmetic
enhancements or performance upgrades, the Inside Motorcycles
community isn’t afraid to open their wallets for the parts and
accessories they want over the next twelve months.
UPGRADES AND MODIFICATIONS:
93% work on their own bikes
76% will purchase from a dealer
71% plan to spend up to $1,000 on parts and
accessories
60% like to buy online
56% have plans to modify / improve their ride
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 11MODIFICATIONS MATTER
TOP PLANNED PURCHASES - PARTS AND ACCESSORIES: TIRE PURCHASE PLANS:
96% Oil and oil filter
56% Plan to purchase wheels and tires
54% Spark plugs
37% Performance tires
46% Cleaning supplies
30% Touring tires
44% Suspension / exhaust / engine parts
38% Chain / chain lube
34% Brake components (pads, lines, rotors)
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 12DRESSING THE PART
TOP FIVE PLANNED PURCHASES:
50%
A whopping 80% of the Inside Motorcycles community are
Riding gloves and / or boots
considering purchasing motorcycle gear and / or safety apparel
during the next twelve months, and they will turn to Inside
Motorcycles to guide them towards the most trusted brands.
44% Riding apparel / under armour
39%
SPENDING PLANS:
Helmet
66%
28%
will spend up to $1,000 on new gear
Tech gear / luggage
23% Other gear / undecided
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 13PLAYING HARD
While motorcycles are their first passion, the Inside Motorcycles
community likes to stay active, get outside, and play hard. When
it comes to supporting their lifestyle, a truck does the job.
OTHER HOBBIES: VEHICLE OWNERSHIP:
73% enjoy camping, boating and canoeing
55% own a pick-up truck
60% enjoy bicycling
42%
own an ATV / Snowmobile or Person
Watercraft
32%
enjoy boating / canoeing or
stand-up paddle
33% are looking to purchase or lease a new
automobile or pick-up truck in the next year
24% like to hunt
24% own a camper
41% regularly camp
16% like snowmobiles
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 14INSIDE MOTORCYCLES EVENT PROGRAMS
2023 EDITORIAL & PUBLISHING CALENDAR
D U E D AT E S • C O N T E N T • F E AT U R E S AS OF NOVEMBER 10, 2022
JANUARY 2023 ISSUE (Vol. 25, Iss 05) Space: January 2, 2023 Material: January 9, 2023 Released: January 27, 2023
DOUBLE ISSUE - ANNUAL SHOWCASE BUYERS’ GUIDE: Ducati Desert X Review • Can-Am Ryker Rally Review • Harley-Davidson Nightster •
Mini Road Racing Feature
FEBRUARY 2023 ISSUE (Vol. 25, Iss 06) Space: January 2, 2023 Material: January 9, 2023 Released: January 27, 2023
DOUBLE ISSUE - ANNUAL SHOWCASE BUYERS’ GUIDE: Best New Bikes of 2023 • Massive Bike Buyers’ Guide • 2022 Bike of the Year • Gear
and Accessory Showcase
MARCH / APRIL 2023 ISSUE (Vol. 26, Iss 01) Space: February 13, 2023 Material: February 20, 2023 Released: March 10, 2023
BMW M 1000 R and S 1000 RR Press Launch • Yamaha R 7 Review • 2022 Race Season Preview: CSBK, VRRA, Triple Crown • Touring Alberta
MAY / JUNE 2023 ISSUE (Vol. 26, Iss 02) Space: April 3, 2023 Material: April 10, 2023 Released: April 28, 2023
NEW 2023 MODELS REVIEWED • Super Series Feature • 2023 CSBK Guide • 2023 Summer Preview - Rallies, Charity Rides, Track Days and more
JULY / AUGUST 2023 ISSUE (Vol. 26, Iss 03) Space: May 29, 2023 Material: June 5, 2023 Released: June 23, 2023
NEW 2023 MODELS REVIEWED • 2023 Mid Season Competition Report • VRRA Feature • Touring Ontario
SEPT. / OCT. 2023 ISSUE (Vol. 26, Iss 04) Space: July 31, 2023 Material: August 7, 2022 Released: August 25, 2023
ANNUAL ADVENTURE ISSUE: Latest Off-road Reviews • Off-road Tips and Tricks • Dual Sport Touring • AMSA feature
NOV. / DEC. 2023 ISSUE (Vol. 26, Iss 05) Space: October 2, 2023 Material: Octoebr 9, 2023 Released: October 27, 2023
EICMA Highlights • 2024 Models Preview • 2023 Competition Recap • Fall Touring Stories
JAN. / FEB. 2024 ISSUE (Vol. 26, Iss 06) Space: December 4, 2023 Material: December 11, 2023 Released: December 29, 2023
2024 BIKE SHOW ISSUE!: Best New Bikes of 2024 • Massive Bike Buyers’ Guide • 2023 Bike of the Year • Gear and Accessory Showcase
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 15BUILDING THE BRAND STORY
It’s no longer about piecing an ad together or
CUSTOM
promoting a sale. Our audience is passionate,
CONTENT
opinionated, and discriminating. To develop
meaningful engagement with the Inside
Motorcycles community, you need to capture
RICH SOCIAL
hearts and minds with a compelling brand
MEDIA
story. Let’s work together to create exciting
PRINT
packages that leverage our multiple persuasive
touch points to build, support and sustain that
narrative.
VIDEO EMAIL
DIGITAL
DISPLAY
SALES DEPARTMENT | 416-962-7223 | ads@InsideMotorcycles.com 16You can also read
