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.
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 .