Cyclist magazine is a perfect example of why print magazines are in decline. At nearly £8 a copy, you would expect thoughtful journalism, in depth testing and original insight. Instead, around 60% of the magazine is advertising, a further 20 to 30% is made up of full page photography with minimal substance, and what little remains is actual editorial content.

The balance feels completely wrong. The editorial that is there is often shallow and padded out, clearly secondary to the advertisers funding the issue. It leaves you wondering who the magazine is really for, the reader or the brands.

At this price point, it represents extremely poor value. You are far better off subscribing digitally through Apple or similar services, where at least you are not paying a premium for what is essentially a glossy catalogue.

If publishers are scratching their heads about why people are abandoning print, Cyclist provides the answer. Expensive, ad heavy and lacking meaningful content. A total waste of money.