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Alternative Facts

In a World of Alternative Facts, Should You Trust Your Motorcycle Magazine?

Every business has an ugly side. Secrets. The things they don’t want you to know. The facts and politics swept under the rug, hidden from view. We’ve seen it in the auto industry. Volkswagen’s cheating of emission testing systems. Is it possible that there are things in the motorcycle industry that the average consumer, or even dealership owner or employee, doesn’t know about?

At the FEARLESS photo exhibit, someone asked me the question, “Are those motorcycle magazine reviews really unbiased?”

There’s nothing revolutionary about this question. The gossip of biased published motorcycle reviews is older than I am. In today’s world of “Alternative Facts”, you would be naïve not to think everything you read comes with bias. Perhaps more so now than ever.

After having worked in the motorcycle industry, I do have some personal experience to share. I hope you’ll share your own experiences in the comments section below, and draw your own conclusions. Here’s my story on the ugly side of the shiny pages.


To understand the motorcycle world I walked into, you have to understand how the motorcycle industry was before I stepped into it. In 2008, motorcycle registrations saw ten consecutive years of growth in the United States and the industry loved this. Dealerships and distributors had their orders locked in for 2009 model vehicles, gear, parts, and accessories. But then things changed very quickly. When 2009 arrived, and a global recession had struck. Businesses were locked into the orders they had placed in 2008, back when things were still golden.

The blow of the recession would devastate the North American motorcycle world. In much of the world, motorcycles are a gateway vehicles but the North American mindset sees them as a non-essential luxury. The well had dried. Sales of vehicles, parts, and accessories plummeted. The motorcycle media wasn’t safe either.

Moto Journalism


Cycle World Magazine, first established in 1962, carries an impressive readership of nearly two million. The American Audit Bureau of Circulation indicates that their numbers have decreased nearly 30% in the past decade. This trend is widespread, and readership is down throughout the industry.

The effects are similar in Canada as well. In the Nov./Dec. 2016 issue of Cycle Canada magazine (no affiliation to Cycle World), Michael Uhlarik’s “Insider” column made a few confessions:

  • Cycle Canada is thinner and more modest than it was ten years ago
  • Magazines are falling prey to selling controversy in order to gain readers
  • As readership declines, so to do advertising revenues
  • The trend is for motorcycle magazines to be bought and resold, or else closed completely

The journalists, and the people who write their paycheques, are feeling the pinch. Uhlarik points out that online publications are seeing growth, while traditional and established paper magazines are shrinking. Lastly, he admits that people prefer to read reviews by motorcyclists who’s salaries aren’t paid by the makers of the bikes they’re reviewing.


In my time in the motorcycle industry, the media twice left a fishy taste in my mouth. The first was a phone call where a motorcycle magazine editor carried himself as if indebted to the manufacturer while discussing a test ride. The second was a magazine that offered to allow me to write a product review myself, assuming I signed on as an advertiser. We declined the offer and did not sign on as an advertiser.


Your magazine subscription likely costs about $20 for ten issues. A half page advertisement in just one magazine costs over $2,500, while a full page will run over $4,000. Advertising revenues are a magazine’s bread and butter. Manufacturers, not subscribers, represent the vast majority of a magazine’s revenue, either through direct advertisements or through co-op advertising programs set up for their dealers.

Given that the motorcycle media is funded by manufacturers, can we trust the magazine test ride reviews to be impartial?


Motorcycle journalists are tough as nails. I’ve seen some moto journalists ride through some shit. Horizontal rain, wind gusts at 90 km/hr, and 24 hour long scooter rides. They endure some tough rides and put themselves at the mercy of the bikes they test, the road, and the other vehicles, to bring you their best impressions of these bikes. Last year we lost Rob Harris, editor of CMGOnline, to test riding.

Not only are moto journalists excellent riders, but like all gearheads, they are glorified nerds. They can speak candidly about the smallest piece of a motorcycle’s innards. They understand how the slightest modification – a change of a few degrees, a clearance of a fraction of a millimetre – can affect a motorcycle’s handling and performance. They understand both the physics and the engineering of motorcycling. The best of them don’t just tell us, but teach us, in their reviews.


They’re a friendly bunch, too, and quite social. Despite their closet geek status, they will outride you, outdrink you, and sometimes even outnaked you. That’s you, Mark.

Not all of them are the most social. Steve Thornton may have been the first person to leave the FEARLESS exhibit, but at least he showed up. Steve Bond gives me the impression of being locked in a cabin by Lake Scucog, with nothing but a typewriter, a tool box, and a carrier pigeon, as he carefully dissects the latest Honda. Nevertheless, these are my two all time favorite motorcycle reviewers, and I will read and re-read their reviews before writing my own.



Lastly, motorcycle journalists are a gallant and generous bunch. When this site was in it’s infancy, Motorcycle Mojo magazine hooked us up with media passes, as well as free magazine subscriptions as prizes for YouMotorcycle visitors. Later, when a company I worked for made a major announcement, neither Gwen nor Glenn Roberts asked any questions of me to gain insider knowledge. I spoke with them a handful of times over that weekend.


Do we have reason to doubt what we read in the motorcycle magazines, despite the quality of the authors, editors, and even owners? Of course. The magazines are businesses, and like all businesses, they know where their bread is buttered. Pissing off a manufacturer could cost $30,000 to over $100,000 in a single year depending on distribution size and advertising rates.

But sometimes… sometimes employers and employees call it exactly as they see it. Based on what I’ve seen, it would be wrong to paint all publications with the same brush. Maybe this is just one of those questions that don’t have a definitive answer. Maybe we need to take what we read with a grain of salt, on a case-by-case basis. In a world of #alternativefacts, maybe that’s the best answer we can get.

What do you think?

About YouMotorcycle

YouMotorcycle is a lifestyle motorcycle blog to be appreciated by those who see motorcycling as a lifestyle and not simply a hobby, sport, or method of transportation. Most of the posts on the site are written by past and present motorcycle industry staff. We remain fiercely independent, innovative, and unconventional. Our goal is to encourage more people to enjoy the world's greatest outdoor sport by helping new riders get started and inspiring current riders to get out more. We motorcycle, do You?


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  2. Sometimes The truth is in the words and sentence structure riide on play safe

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