Preem Cycling Review of America is a 28-page magalog stuffed with hugely expensive roadie exotica. It's to be mailed out to 30 000 "sophisticated cyclists" this month. Rouleur, from British clothing brand Rapha, is aimed at the same type of affluent, male, thirtysomething demographic and was available for the first time from the company's stand at the Etape du Tour in France.

High-end roadies get mags both sides of the pond

Preem Cycling Review is "the best way to reach the affluent road cycling enthusiast,” said Alan Friedman, publisher of the new quarterly publication.

“Preem showcases innovative road cycling products that aren’t in wide-spread retail and catalogue distribution. It is mailed to a list we’ve developed of road cycling enthusiasts who have the interest and income to buy high-end products.”

The 28-page issue of Preem mails this month to over 30 000 "sophisticated cyclists" who registered at to receive the free publication.

Manufacturers purchased a full page in Preem to display their product with copy and pix.

“Affluent buyers want details before they buy,” said Friedman.

“They want to be educated about product features and benefits. That’s difficult to communicate in a small amount of space.”

Readers can order products directly from the manufacturer or be referred to a local dealer.

Among the brands featured in issue one are De Rosa, M2RACER, Lightweight Wheels, Rotorcrank, CompuTrainer, Serotta and Calfee. There are also products from more niche companies like Schmolke, B-T-P, M5 Lightweight Brakes, Bold Precision and D2SHOE Custom Footwear.

“We invited only an elite group of brands,” said Friedman.

“Every product displayed in Preem is distinctive for its low weight, style, performance or price.”

As part of a programme to support industry causes, Preem provided pages to the Davis Phinney Foundation and the Jittery Joes’s Cycling team to help build awareness and raise funds.

The next edition of Preem will be mailed in October 2005.

Rouleur takes a very different approach. It’s densely packed with high-quality text from Tour de France authors such as Graeme Fife and contains the same sort of art images of roadies contained in the Rapha brochure.

Rapha products are featured in the magazine. It costs £9 an issue and is edited by Guy Andrews, editor of

For future issues, the magazine is more likely to take ads from Paul Smith suits than bike companies.

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