Monthly Archives: October 2009

major changes at cycle world

David Edwards, seen here at the 2008 Cycle World Trek, is replaced by Mark HoyerPublisher Larry Little yesterday (October 7, 2009) announced a number of sweeping changes to the category leader in consumer motorcycle enthusiast publications. Details here. Former Executive Editor Mark Hoyer, who I last saw in a half-frozen state at the 33rd Annual 2007 Cycle World Trek, replaces 25-year industry vet David Edwards as VP/Editor-In-Chief.

Other changes include significant upgrades in production content and a major design overhaul as the iconic title embarks on a repositioning mission that focuses on brand extension and definition.

worst (powersports) ad – ever!

Mid USA About F'n Time - And It's No F'n Joke, Either

The Worst Powersports Ad Ever. Run!

Bowing to requests to identify the Worst Powersports Ad Ever, I went to the archives for proof that things can always spontaneously combust when marketing concept, content, and construction are left to the client.

Then family-run, now investor owned distributor Mid USA ran this hot mess back in 2002. Cape Fear it’s not; by comparison, Carvel Ice Cream’s Cookie Puss easily qualifies as brilliant.

new entry! worst (powersports) ad ever!

NPA tries out for a slot on the political cartoon team.It’s said that DIY doesn’t equal ROI. The latest proof is the current advertorial on behalf of National Powersports Auctions, one of several wholesale clearinghouses enjoying salad days in the wake of a motorcycle and scooter market awash in surplus inventory.

The questionable ad in question leaves us scratching our head as to point, audience, call to action or theme. Other than the passe NPA trademark black background color field, the main element is a loosely categorized political cartoon that pokes a sketchy satirical finger in the eye of the Bush-Obama economic recovery strategy. We guess. Headline? None. Humor? No comedians here. Message? Uh…

We say that NPA claiming credit for sector growth in this unprecedented market situation is not unlike the undertaker touting genius when the Black Plague delivered a bonanza. Assuming that’s the point, of course. But why cull this example from a herd that’s mostly unremarkable in the best of times? Because this ham-handed advocacy approach doesn’t just reflect poorly on the advertiser; it damages the entire sector. Continue reading