Now is a good time to have a good think and as said research: Im 51 and my sons range to 16, no way would they read STW, but drown in gnarly edits, if Im your future so be it, if not, you need to ‘attract my sons’. I read a few magazines monthly and always enjoy the more light hearted content from mags such as MBUK more than STW.
I think the magazine aligns itself quite well with Cyclist (?) and Rouler. I wish though it had more ‘competition’ and light hearted fun content. Why not provide a ‘rad edit focus’ to online content and a quarterly Rouler style print copy? If you need to cut costs, yet maintain the monthly print, then why not lose the expensive binding, the mag is about quality of content, tbh, its a bit boring of late. This may also be why ad revenues are not looking so great.
Edit: what is and how old is your target demographic group now and target in 5 years? If its say 30 plus then paper will always win imho. If its younger then the future is sick edits etc.