Magicalia, the VC-funded parent company of BIKEmagic.com, is stressing that it’s not an acquisition of MBUK.com but a "major partnership with Future Publishing," the first of a series of deals with the Bath-based publisher.
Under the terms of the deal Magicalia will host and power three cycling communities supporting Future’s cycle titles, MBUK, Cycling Plus and What Mountain Bike. The sites will be MBUK.com, whatmountainbike.com and cyclingplus.com.
John Weir, Future’s Online Publishing Director, said:
"Future Publishing is delighted to be able to work with Magicalia to present
our leading biking content on sites that are right at the heart of the
Magicalia’s powerful consumer review platform makes it an ideal partner for
us and we are keen to work with them to give retailers and manufacturers a
fantastic opportunity to reach cycling enthusiasts."
Cullen Ward, BIKEmagic.com commercial manager, said:
"We are very pleased to be working so closely with Future Publishing. This
is an important, mutually beneficial deal, which will allow both companies
to deliver improved products and extra value to both advertisers and
"here is a very natural fit between BIKEmagic, the biggest cycling website
in the UK with over 1 million page impressions per month, and the very
successful Future Publishing cycling portfolio. Each magazine has its
individual place within the BIKEmagic user-base and I am confident that we
can offer Future Publishing very real promotional value for their market
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