I think one of the problems is the vast majority of bicyclists are people who bought a Giant from their supermarket. You see them going down the road in teeshirts and jeans and usually no helmet.
See if you can find anything in a bike magazine which they would find interesting, helpful or useful. As a matter of fact, we just got a bike mag this week and it's quite thick. All IT had to talk about were 7000 dollar bikes. I could give a damn about bikes like that!! I don't want to buy a 30 gram crank shaft or a knife blade seat. I don't want to read about a bike that has wheels that are so light they can be crushed by a bump in the road. I want a bike that is somewhat practical... and I'm someone that will probably buy a 2 grand bike some day. And to the majority of bike owners, that makes me a dilettante. The bike industry DOES make great bikes on the lower end; but there is a disconnect here. I am just not that interested in the kinds of bikes that Lance rides. I want to hear about bikes that I can ride; and the guy on the 150 dollar Giant probably wants to know something about bikes he can ride too!