There is no denying print is facing a very uncertain future. Breaking news, I know. As consumer patterns trend toward social media and digital experiences, print is getting left in the rear-view.

Last week, in a blog post, Bonnier Motorcycle Group (BMG) announced significant changes for this year: Cycle World is moving from 12 issues a year to four issues of a “captivating, quarterly, coffee table-sized journal,” and the printed versions of DIRT RIDER and Sport Rider will no longer be produced in 2018.   

Founded in 1962 by Joe Parkhurst, Cycle World built its name as the largest motorcycling magazine in the world, and had the largest circulation in the United State in recent decades. Bonnier, which owns a number of publications, including DIRT RIDER, Motorcyclist, Sport Rider, and more, bought Cycle World in 2011.

“To quickly adapt to this growing trend, the Bonnier Motorcycle Group is refining its print content to position it more toward the younger, millennial audience with higher quality products,” the blog said in part.

“To respond to the changes in consumer and advertiser media needs, Cycle World is moving to a captivating, quarterly, coffee table-sized journal focusing on the art of the motorcycle. Motorcyclist, fresh off a newly-redesigned package from early 2017, will continue to be produced six times a year and will now include additional production-quality improvements to further showcase the amazing experiences that motorcycling delivers. Additionally, Hot Bike magazine will be combining with Baggers to become the premier American custom and V-Twin touring publication, which will be produced six times within the year. The printed versions of DIRT RIDER and Sport Rider will not be produced in 2018 but will continue to deliver industry leading digital content via social, news feed, web, and syndication platforms.”

"We have done extensive research with our audience about their media consumption preferences," said Bonnier Motorcycle Group SVP/Managing Director, Andy Leisner. "While advertisers seek more direct-response ad solutions that we deliver through our digital products, we still have a unique audience of affluent baby boomers plus millennials that value culture-rich, high-quality content delivered in good print magazines. Our focus groups have told us that they will pay more for a beautiful, quality product, so we are redesigning our print brands to deliver a great reading experience that they will covet and value."

Sad news for those of us who grew up loving magazines.