Media Data 2011
Transport Topics Publishing GroupMedia Product Lineup • Transport Topics – The weekly newspaper for the Freight Transportation Industry. Published continuously by The American Trucking Associations since 1936 with 100% paid circulation. • Light & Medium Truck – Monthly, controlled-circulation publication for operators of fleets utilizing vehicles in classes 2c through 7. Published by TTPG since 1997. • Transport Topics Online – www.ttnews.com launched in 1996, one of the first trucking-related publications to have an online presence. Premium content from the print edition plus the latest news of the freight transportation industry. ▪ Light & Medium Truck Online – www.lmtruck.com. Articles from the current monthly edition of L&MT. Latest news on the vocational “work truck” market. • Transport Topics E-Newsletters and L&MT Report – daily and weekly email updates with news and information on a variety of topics including: Equipment, Logistics, Government, Technology and Medium Duty vehicle news. ▪ Sponsored Message Email Blasts – Featuring outstanding open rates, these blasts are sent to Transport Topics subscribers, Light & Medium Truck readers, ATA members, and other top freight transportation industry executives. • Supporting the Industry– Advertising dollars invested in TT, LMT, and its online products are reinvested into the trucking industry by virtue of the support they are giving to the operations of the American Trucking Associations and its advocacy efforts.
Transport Topics Reaches Deep Into the Marketplace Every Week 85,000 + Readers — Each and Every Week Transport Topics gives you the largest audience of qualified buyers. Our subscriber base is 100% paid circulation. There are no other weekly, paid circulation publications focusing on the trucking industry. And each paid subscriber passes along their copy to an average of 2.4 additional readers. • 71% stated they pass their issue of TT along to an additional 2 or more readers. • 19% of survey respondents passed along their copy to 5 or more colleagues Source: Harvey Research Publisher’s Report conducted June 14, 2010. Based on December 2009 ABC audit total of 25,022 paid subscriptions.
North American Truck Fleet Market Here are the total number of fleets in North America that operate tractors. As you can see, the total number of fleets is not that large. Transport Topics’ paid circulation covers the vast majority of this marketplace. 500or more power units 271total fleets 100or more power units 1545total fleets 25or more power units 6,538total fleets 10or more power units 16,124total fleets 5or more power units 28,162total fleets The total number of fleets with 5 or more tractors is 28,162. Each subsequent total is a subset of the 28,162 grand total. Source: 2009 North American Truck Fleet Directory
1-25 26-100 101-500 500 + 33% 25% 19% 23% Great Mix of Fleet Sizes Transport Topics subscribers operate fleets of all sizes: small, medium, and large. Almost 60% of survey respondents operate fleets of 100 power units or less. Source: Transport Topics 2010 Readership Study conducted via Zoomerang, May 2010. Fleet size based on number of power units owned and/or leased.
Reach the Most Qualified Audience • 86% of our subscribers are Owners, Presidents, C-Level Executives or Upper-Level Managers. • 29% of our subscribers are in Fleet, Maintenance, and/or Operations Management (in addition to Upper Level Management who make maintenance decisions). • Other key areas of responsibility include Safety & Training, Sales/Marketing Management, Information Technology, and Purchasing Management. Source: Transport Topics 2010 Readership Study conducted via Zoomerang, May 2010
Exclusive, Non-Duplicated Audience A large percentage of Transport Topics readers do not receive or read regularly, any of the other trucking publications. Source: Harvey Research Ad Q Readership Study conducted June 14, 2010
Transport Topics Reaches Bottom Line Decision Makers Our subscribers recommend, specify, approve or influence the purchase of these items. Source: Transport Topics 2010 Readership Study conducted via Zoomerang, May, 2010.
Weekly vs. Monthly Readership Don’t worry about picking the “wrong” issue. Transport Topics weekly readership is very consistent and it is very loyal. • 90% of TT subscribers read at least 3 out of 4 issues. • 76% of Transport Topics Subscribers read every issue. • Transport Topics’ circulation is 100% paid and our renewal rate is over 81% Do monthlies REALLY have a longer shelf life? These are the percentages of survey respondents who indicated they read or refer to the monthlies no more than twice in any given month. • Heavy Duty Trucking 79% • CCJ 80% • Fleet Owner 81% • Fleet Equipment 83% Source: Harvey Research Ad Q Readership Study conducted June 14, 2010
Advertising in Transport Topics Gets Results Transport Topics conducts 3 Ad*Q Studies each year. In each of these studies we ask: “What action(s) have you taken during the past year as a result of advertisements and/or articles in Transport Topics?” • Bought a product or service that was written about or advertised………….22% • Requested additional information from an advertiser……………………......34% • Reprinted an item for distribution to your staff……………………………......40% • Visited advertiser’s Web site...……………………………………………….46% • Discussed/Routed an ad or an article to someone else in the company…..54% • Saved the issue for future reference…………………………………………...62% 88% of all respondents reported having taken one or more of the above actions during the past year as a result of advertisements and/or articles in Transport Topics. Source: Harvey Research Publisher’s Report conducted June 14, 2010
Transport Topics’ Audience is Extremely Interactive Because of our hard-news editorial content, our subscribers view our advertising content in a very different light. Here are some verbatim comments about ads in a recent issue: Ancra International “This is information I didn’t have. I’m always interested in ways to save on fuel mileage revenue” -- Director/Manager/Supervisor EBE “Improve safety by managing drivers not data. Anything that can improve safety gets my attention” -- Safety Director HireRight “Driver retention and selection is high on my list of priorities. The ball cap caught my attention” -- President/CEO/Owner J.J. Keller “This caught my eye. It’s full of information” – Director/Manager/Supervisor Qualcomm “I wanted to see if anything is new that I could ask my account representative on his next trip in” -- Corporate Fleet Manager TMW Systems “It made me aware of all they offer” -- Fleet Safety Director XtraLease “I found the ad to be creative” -- Director/Manager Transportation Hendrickson “This is our preferred suspension. I like to keep up on technology” -- President/CEO/Owner Source: Harvey Research Verbatim Reports conducted September, 2009 & June, 2010
Transport Topics is the Number 1 Choice of Advertisers Source: TNS Media Intelligence. BizAdvisor Competitive Reporting
What Our Readers Say About Us “Digest is very informative and concise. ‘Opinion’ is helpful. ‘Letters and Comments’ provides feedback. Economic news and regulatory matters are of interest and very timely.” -- Vice President Transportation “Transport Topics is a great informative publication” -- Safety Director “Great magazine --- keep up the good work” -- President/CEO/Owner “I’ve read it for a very long time. I usually read it cover to cover. It is usually the most current on issues facing the transportation industry” -- President/CEO/Owner “I scanned the whole iTech section” -- President/CEO/Owner “Good magazine. Keep it the way it is” -- Traffic Manager “I always look forward to reading your paper. We are looking for new info pertaining to the Department of Transportation—brokers and safety. Thank you, it’s a good magazine” -- President/CEO/Owner Source: Harvey Research Verbatim Report, June 14, 2010
Advertising Sales Staff Associate PublisherPeter J. Lovato950 North Glebe Road, Suite 210 • Arlington, VA 22203Phone: (703) 838-1771 • email@example.com East Coast(CT, DE, DC, FL, GA, MD, MA, ME, NC, NH, NJ, PA, RI, SC, VA, VT, WV)Christie Raymond 950 North Glebe Rd., Suite 210 Arlington, VA 22203 (703) firstname.lastname@example.org Great Lakes(IN, KY, MI, OH, TN)Frank Mealing638 West Arcadia Point Aurora, OH 44202 (330) 995-0106 email@example.com Light & Medium Truck Associate PublisherFrank Mealing638 West Arcadia Point • Aurora, OH 44202(330) firstname.lastname@example.org Online Sales Online Sales ManagerChristopher Heller950 North Glebe Road, Suite 210 Arlington, VA 22203 (703) 838-1938 email@example.com West(AK, AZ, CA, CO, HI, ID, MT, NM, NV, OK, OR, TX, UT, WA, WY) Kevin Halle 9921 Carmel Mountain Rd., #334San Diego, CA 92129(800) 503-7038 firstname.lastname@example.org Midwest(AL, AR, IA, IL, KS, LA, MN, MO, MS, ND, NE, SD, WI)Bob Kenney401 Langford DriveBolingbrook, IL 60440(630) email@example.com Advertising Traffic ManagerLori Roddy 950 North Glebe Road, Suite 210 • Arlington, VA 22203(703) 838-1746 firstname.lastname@example.org or email@example.com