Cranked – heartfelt...

Cranked: a mission statement

Mission statements are all the rage, it seems. Here at Cranked we’ve never had one, only a (mostly unspoken) sense of what’s right and what works. That’s one of the benefits of a small team.

Still, a couple of years in and a few themes have emerged, so now is as good a time as any to get them out into the open and say, in effect, This Is What We Stand For. Ready? Good. Let’s go..

  • Don’t be a dick

This is pretty self-explanatory, but it underpins absolutely everything we do at Cranked. It’s common sense, really. Things like paying our contributors a fair rate, on time, always. Not using courier services who mistreat their staff. Being straight with all the companies and people we deal with, every day. That kind of stuff. It’s really not rocket science, but it helps keep us grounded.

  • Cranked’s readers come first

No readers, no mag. It’s a simple equation, and one that we always have at the front of our minds. The entire purpose of Cranked is to create an inspiring, inspirational and aspirational journal that mountain bikers will want to buy, to read, and to keep coming back to. That, at least, is what we’re aiming for. It also means we do our best to put right anything that’s gone wrong, and to reply personally to every reader who contacts us. It’s the least we can do.

  • Be better

It doesn’t really matter how you define this. Better than the rest, better than last time, better than the alternative of more screen time… just better.

  • Ride more

Riding is the reason we produce Cranked, and the reason our readers buy it. Without riding, we’d have nothing to photograph and nothing to write about. Getting out onto the trails is an important part of what we do (though it’s probably the thing that tends to slip towards the bottom of the to-do list when things are busy, if we’re honest).

  • Editorially independent, 100% of the time

Cranked’s advertisers are a key part of what we do, and one of the reasons why the mag is thriving. But advertising in Cranked doesn’t buy any favours. We don’t do reviews in any case, but coverage of an interesting new product or niche manufacturer has nothing to do with how much (or how little) the company in question has spent (or has promised to spend) on advertising. All our advertisers know this, and we’re completely upfront about it with them. We’d rather lose a sale than compromise on our editorial independence.

  • Ride like you mean it

Because life’s too short to trundle down the trail like a sack of spuds with a wheel at each end, y’know?

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