ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Cycle World iPhone app averaging 1,000 downloads per week

Automakers such as Honda and Lexus and accessories brand Z1R Helmets are advertising across Cycle World?s digital platforms, including the publication?s iPhone application.

Last year Cycle World launched its application for iPhone and iPod touch, which has surpassed 30,000 downloads and is still averaging between 800 and 1,000 downloads per week, driven by promotion in the print edition and wired Web site. Due to that success, the magazine is currently developing an application for the iPad, and is also integrating mobile bar codes into its print edition.

?We were one of the first known motorcycle media brands to do an app, and the response has been really, really good,? said Corey Eastman, vice president of brand development at Cycle World, Newport Beach, CA. ?Downloads for the iPhone app have been really consistent?weekly reports have leveled off somewhere around 800 to 1,000 downloads per week.

?Our goal is to use the appropriate medium for the message, and we?re looking at timeliness to select those things that go in the app such as the 10 Best Bikes 2010,? he said. ?Mobile and other digital platforms are so awesome, because they are easy to consume.

?The 10 Best features photos, video and a top-line description of what this product does in its category that makes it the best among what is currently available.?

Hachette Filipacchi Media U.S.?s Cycle World is a motorcycling media brand with print and digital platforms, including magazine, Web site, iPhone application, Cycle World Radio and live events.

Cycle World offers marketers research studies on today?s motorcycle market.

Ten Best Bikes on the iPhone
Cycle World announced the ?Ten Best Bikes of 2010? on http://www.cycleworld.com and within the iPhone application on July 12. It was the first time the Ten Best Bike winners were revealed digitally prior to the magazine hitting newsstands.

Cycle World readers are consuming its content in many ways?print, online, smartphones and iPads?so the publication decided to take the 2010 Ten Best news more aggressively to where the consumers are.

Cycle World claims that publishing a long-time major editorial franchise to its digital platforms first is a key moment for the publication, and it expects that trend to continue.

The first two winners were announced July 12 on both http://www.cycleworld.com and Cycle World?s iPhone application.

Two additional winners will be revealed daily through July 16 with each bike featuring exclusive Cycle World videos, photos and the story on why each bike was chosen to receive the coveted Ten Best Bikes award in its category.

Cycle World?s Ten Best Bike Awards will be featured in the September issue of the magazine, on-sale August 3, enhanced with 2D bar code technology that links video to traditional print products via mobile devices.

Cycle World and Road & Track are the current HFM brands using the Microsoft Tag Reader 2D bar code platform.

Cycle World?s iPhone application offers various ad units such as full-page interstitials, various banner positions and Twitter interstitials on the application?s loading page, home page and within specific articles.

?Our goal moving forward on all of the different mobile elements is figure out how you appropriately serve content and integrate advertising,? Mr. Eastman said. ?The way most people consume media differs depending on what you?re doing?passive entertainment on TV versus in-depth research for a work project or bite-size mobile content.

?The 10 Best list is perfect for the app, and if I?m really interesting in this particular bike I can go to Web site for more content,? he said. ?We?re in development on an iPad app?Hachette has been working with several different developers.

?We?re still in the design phase for figuring out what our iPad experience will be.?

Final take
Dan Butcher, Mobile Marketer

/>