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...with the BIKE TO WORK BOOK by Carlton Reid and Tim Grahl. The title will be available on Amazon.com as areal, printed book but it will be huge online, with a paid-for e-book version and a free, downloadable PDF
TRADITIONAL DISTRIBUTION:
The Bike toWork Book will be available on Amazon.com and Barnes & Noble fromNovember onwards.
RICH MEDIA:
There will be a paid-for e-book version of the printed book,containing videos and live URL links.
ELECTRONIC DISTRIBUTION:
a condensedpromotional version of the book will beavailable for free download via a websiteand iTunes. This will contain the sameads as the print version but it can alsobe refreshed with newer, or different,campaigns. The info-packed promo PDFwill be available before the print bookand will be downloaded in hugenumbers as it will be featured by bikebloggers and bike news sites but – moreimportantly – it will be picked up andfeatured by the mainstream mediabecause the topic is fast rising up thenews agenda.
The media message ‘Save gas, go by bike’ is a huge opportunity for those inthe bicycle business. But reaching bike-to-work wannabes is tough. It’sgoing to get a little easier starting this August as two of the biggest namesin bicycle commuting combine to produce The Bike to Work Book, a uniqueUS/UK co-production. There are premium ad page spaces in this book and inthe associated PDFs, website and podcast.
The Bike to Work Book isaimed at newcomers tothe cycle market and willget your brand in front ofa fast growing audience.
REACH CYCLE COMMUTE NEWBIES...
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Multi-format ‘how to’ book available in print, as an e-book and as a free PDF
THE BIKE TO WORK BOOK is a new, lavishly-illustrated,200-page how-to book by Carlton Reid and Tim Grahl. Bothare experts in reaching out to newcomers to cycling,infecting others with their enthusiasm.TARGET AUDIENCE
This is a book for newcomers to cycling towork, the biggest growth market cyclinghas known since the advent of mountainbikes in the 1980s.But the book is also a resource for existing enthusiasts as it contains hard-edged advice on getting the bike message heardin the community and the workplace.
PDF:
Electronic and free. This will be a condensed version of the print book, but will still contain tons of valuable information.As it is electronic it can be updated with fresh info.
RICH MEDIA E-BOOK:
Electronic and paid for. This will be thefull version of the book, but with the inclusion of live links andbespoke videos.
PRINT:
Full-colour paperback book (18.91x24.589cm)distributed to online book sellers worldwide, includingAmazon.com and Barnes&Noble.
LOCAL CONTENT:
US and UK versions of the downloadableformats. Companies and bike stores could also havepersonalised PDFs of the book for their own distribution (all
THREE FORMATS
(& LOCALISATION)
PRINTE-BOOKPDFLOCALISATION
Traditional
The Bike to WorkBook will be aprinted paperbackbook. 200 pages.Full-colour.Available fromAmazon.com, andoptimised for searching onGoogle Books.
Interactive
The Bike to WorkBook will bepacked with rich-media, such asembedded videosand live web links.This is perfect for ad URLs andmulti-mediacampaigns.
Free
A condensedversion of the Biketo Work Book willbe available as aFREE download. Itwill be downloadedtens of thousandsof times and willbe a key resourcefor the media.
Targetted
The electronicversions of theBike to Work Bookwill be available inUS and UKeditions so contentand ad campaignscan be localised.Color vs colour.Gas vs petrol.
Back cover
(subject to revision)
Front cover
(subject to revision)
Alternative cover
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Sales of the full-colour paperback willbe under 6000 pa. However, the freee-book will be extremely popular.From experience with other projects, it’s expected therewill be 100,000+ downloadswithin six months.
A continuous PRcampaign will see mentions of the e-book going far and wide.Naturally, there will be interestfrom the world of cycling butthe biggest reach-out will be to thenewbies themselves and they don’t hangout in bike places. The PR for the e-bookwill focus on the mainstream media. Ineffect, we’ll be pushing on an open door.Type ‘gas savings bicycling’ into GoogleNews to see the enormous media interestin cycling to work at the moment. As fuelprices continue to soar, the media willcontinue to plug cycling.The Bike to Work Book will beperfect for cycle commuter virgins. Theywant a no-nonsense beginner’s guide tohow to start cycling to work. They want toknow about bike brands and bikeproducts. At the moment, theymay only know of one or twobike brands, A book from twoauthoritative, independentauthors is the perfect mediumfor delivering your brandinformation.For those we hook, there will bean associated podcast with thebook. Subscribers to the podcast will getthe free e-book sent to them via iTunes.There will also be associated YouTubevideos promoting short, visual tips fromthe book, and these will be inserted intothe rich media e-book.As an illustration of how such videoscan go viral, one of Carlton’s existingYouTube videos has had 128,000 views,and rising. A video for a UK bicycle tradeclient on how to wash a bike has had51,500 views, and rising.
THE AUTHORS
TIM GRAHLA programmer and owner of the Crooked Cog network of websites: Commute by Bike,Blue Collar MTB, The BikeLab, Twenty Nine Inches andsixfiftyBCARLTON REIDThe editor of BikeBiz.com,Bikeforall.net andQuickrelease.tv, Carlton isalso the author of numerouscycling books and writes for The Guardian newspaper.
“With bicycle commuting on the rise, a comprehensive how to for beginners is exactly what was needed.Carlton and Tim both use their bikes every day for transportation and they share their years of experiencethroughout the Bike to Work Book.”
Donna Tocci, New Media Manager, Ingersoll Rand/Kryptonite
Promoting the Bike to Work Book big-time
The Bike to Work Book will bepublished inAugustas a promo PDF.The rich media e-book will beavailable inSeptember .The print book will be availableon Amazon.com and other outlets frommid-November .
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