Ultimate MotorCycling Wins Crowded Digital Race

When Moorpark, Calif. based Coram Publishing acquired Robb Report Motorcycling in 2008, they were entering a crowded specialty field filled with offerings from such publishing behemoths as Hachette Filipacchi Media, Source Interlink and Affinity Group. But lo and behold, according to the latest Alexa.com rankings, the website for what is now Ultimate MotorCycling is number one with a screech.

“We believe that the future of media is an integrated platform working in harmony across print, online, the new digital technologies and live events,” boldly predicts company president Arthur Coldwells. We couldn’t agree more.

Anyone who has spent time at a newsstand perusing racks of expensive, glossy specialty magazines has likely wondered how such publications stay in business. In some street bike cases, the hard copy is probably a loss leader; in others, it may have a solid chop-shop subscription base. But more than ever, the website and associated interactive applications are where the real acceleration must now be taking place. In the case of Ultimate MotorCycling, a main target niche remains affluent, Baby Boomer riders.

By the way, we’re not talking about a photo finish here. According to the Alexa rankings, Ultimate MotorCycling is ahead of its nearest specialty website competitor by a ratio of almost two-to-one.