Rodale Integrates Mountain Bike Into Bicycling Magazine

Emmaus, PA and New York, NY, Oct. 20, 2010 – Rodale Inc. today announced today that Mountain Bike magazine – a six times per year supplement to Bicycling magazine – will now be integrated into Bicycling, the world’s largest cycling magazine. The pages of Bicycling magazine will now include more mountain biking content, while Bicycling.com will offer a dedicated channel to Mountain Bike.

“Integrating Mountain Bike into Bicycling makes strategic sense editorially,” said Peter Flax, Editor-in-chief of Bicycling. “This will allow our top-notch team to focus on extending Bicycling’s position as the world’s leading cycling magazine and to put all of our biking-related content under one roof.”

Under the direction of Bicycling editor-in-chief Peter Flax, all mountain biking content will now be led by Lou Mazzante, former Mountain Bike editor-in-chief. Prior to Rodale, Mazzante served as the editor of Bike magazine, and executive editor and managing editor of Bicycle Retailer and Industry News.

Chris Lambiase, who was recently promoted to SVP / Publishing Director for Rodale’s Sports titles, will continue to lead all print and digital advertising sales and marketing efforts for Bicycling. Under Lambiase’s leadership, Bicycling is up in advertising paging through the November issue, fueled by the rising popularity of the sport and a growing audience of active, affluent readers.

“More and more Bicycling readers are also riding mountain bikes, extending their passion from the road to the trail, or in places like the northeast, carrying on their training through the colder months,” said Chris Lambiase, SVP / Publishing Director for Rodale’s sports titles. “Integrating Mountain Bike into Bicycling brings a new dynamic to the industry, allowing us to deliver more mountain biking content to the largest cycling audience in the world.”

For 25 years, Mountain Bike has served as the leading off-road cycling magazine, serving mountain biking enthusiasts with a mix of culture and travel features, personality profiles, in-depth gear reviews, and training and nutrition tips. The November 2010 issue of Mountain Bike – on newsstands now – serves as the final publication.

About Rodale Inc.
Rodale is a global media company with a heritage, mission, and authority dedicated to the health and wellness of the individual, community, and planet. Through a broad portfolio of leading media properties, Rodale reaches more than 70 million people around the world through multiple distribution channels, including magazines, books, online, e-commerce, direct-to-consumer, and video. The company publishes some of the best-known health and wellness lifestyle magazines, including Men’s Health, Prevention, Women’s Health, Runner’s World, Bicycling, Running Times, and Organic Gardening, and is the largest independent book publisher in the United States, with a collection of bestselling titles, including Al Gore’s Our Choice, Flat Belly Diet!, and Eat This, Not That! Rodale is also a leader in direct-response marketing and has more than 25 million active customers in its database. www.rodale.com

About Bicycling
As the world’s largest bicycling magazine, Rodale Inc.’s Bicycling is the voice of cycling, providing the stories on the personalities, trends, and techniques behind the sport. Appealing to readers of every ability and interest level, the magazine features expert reviews of the latest equipment as well as training and fitness tips. Published 11 times a year, Bicycling is the magazine for the athlete for whom the bicycle is the centerpiece of an active lifestyle. For more information, please go to www.bicycling.com.

Media Inquiries

Manager, Communications, Bicycling Nick Sowards Nick.Sowards@Rodale.com 212-573-0243
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