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Key Demographics of our Subscribers

2008 READERSHIP SURVEY. Key Demographics of our Subscribers. NOTES. Reach the Vast Majority of Truck Fleets. 114,000 Readers — Each and Every Week

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Key Demographics of our Subscribers

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  1. 2008 READERSHIP SURVEY Key Demographics of our Subscribers

  2. NOTES

  3. Reach the Vast Majority of Truck Fleets 114,000 Readers — Each and Every Week Transport Topics gives you the largest audience of qualified buyers. Our subscriber base is 100% paid circulation. And each paid subscriber passes along their copy to an average of 2.85 readers. • 32% of survey respondents passed along their copy to 7 or more colleagues. • 21% reported that 3 additional readers viewed their copy of TT.

  4. NOTES

  5. Truck Fleet Universe Statistics show that the universe of truck fleets in the United States is not as large as most people believe. 500or more power units 269total fleets 25or more power units 6,726total fleets 10or more power units 16,660total fleets 5or more power units 28,786total fleets Includes: For Hire, Private, Gov’t, etc. Source: American Trucking Associations, Truck Fleet Directory 2008

  6. NOTES

  7. Reach the Most Qualified Audience • 84% of our subscribers are Owners, Presidents, C-Level Executives or Upper-Level Managers. • 30% of our subscribers are involved in Fleet, Maintenance, and/or Operations Management. • Other key areas of responsibility include Safety & Training, Sales/Marketing Management, and Purchasing Management.

  8. NOTES

  9. 1-25* 26-100* 101-500* 500 +* 32% 18% 17% 21% Reach Fleets of All Sizes Transport Topics subscribers operateSmall, Medium, and Large Fleets. Respondents’ fleet sizes are listed below. The numbers do not total 100% due to a percentage of subscribers that operate non-asset-based logistics firms. * Number of power units owned or leased. Average fleet size is 180 tractors and 240 trailers. * Fleet size data from Transport Topics 2007 Readership Study.

  10. NOTES

  11. Transport Topics Subscribers Operate Mixed Vehicle Fleets Across Many Sectors Source: R.L. Polk Registration Data, CY 2006

  12. NOTES

  13. 64% 60% 53% 52% 46% 44% 43% Vehicles (Trucks, Tractors, Trailers) Information Systems/ Mobile Communications Brokerage Services Truck Components (Engines, Tires, Brakes) Insurance/ Financial Fuel/Oil/ Lubricants Replacement Parts Reach Real Decision-Makers Transport Topics subscribers have REAL buying influence for a variety of products and services. Percent With Buying Influence

  14. NOTES

  15. Reach an Exclusive, Non-Duplicated Audience • A large percentage of Transport Topics readers don’t read other trucking publications regularly.

  16. NOTES

  17. Weekly vs. Monthly Don’t worry about picking the “wrong” issue. Transport Topics readership is consistent and strong. Do Monthlies REALLY have longer Shelf-Life? • 95% of TT subscribers read at least 3 out of 4 issues. • 77% of Transport Topics subscribers read every issue. • Transport Topics’ circulation is 100% paid and our renewal rate is over 83%. These are percentages of survey respondents who indicated they read or refer to the monthlies more than two times in any given month. As you can see, very few readers look at these titles more than once or twice. • Heavy Duty Trucks 17% • CCJ 16% • Fleet Owner 16% • Fleet Equipment 13%

  18. NOTES

  19. Executive Summary of Key Demographics • 100% Paid Subscriber Base • Most Qualified Audience – Owners, C-Level Execs • Fleets of All Sizes Hauling All Types of Freight • Medium-Duty & Heavy-Duty Vehicle Usage • REAL Buying Authority • Audience Numbers Well Beyond the ABC • An Exclusive Non-Duplicated Audience • Consistent Readership with High Renewal Rate

  20. NOTES

  21. Survey Methodology • Survey conducted via Internet in May 2008. • Sample consisted of for-hire carriers, private carriers, leasing & rental, and logistics operations. • Results based on 413 respondents.

  22. NOTES

  23. Advertising Sales Staff Associate PublisherPeter J. Lovato950 North Glebe Road, Suite 210 • Arlington, VA 22203Phone: (703) 838-1771 • plovato@trucking.org East Coast(CT, DE, DC, FL, GA, MD, MA, ME, NC, NH, NJ, PA, RI, SC, VA, VT, WV)Jay Lushbaugh950 North Glebe Road, Suite 210Arlington, VA 22203(703) 838-1872jlushbau@trucking.org Great Lakes(IN, KY, MI, OH, TN)Tom Lloyd2420 Lost Tree WayBloomfield Hills, MI 48304(248) 333-9329tlloyd@trucking.org Light & Medium Truck Associate PublisherFrank Mealing638 West Arcadia Point • Aurora, OH 44202(330) 995-0106fmealing@trucking.org Advertising Traffic Manager950 North Glebe Road, Suite 210 • Arlington, VA 22203(703) 838-1773 lroddy@trucking.org Online Sales Online Sales ManagerChristine Gorrell14523 W. 3rd Avenue • Golden, CO 80401(703) 838-1938cgorrell@trucking.org Midwest(AL, AR, IA, IL, KS, LA, MN, MO, MS, ND, NE, SD, WI)Bob Kenney401 Langford DriveBolingbrook, IL 60440(630) 739-5472rkenney@trucking.org West(AK, AZ, CA, CO, HI, ID, MT, NM, NV, OK, OR, TX, UT, WA, WY)(703) 838-1771 plovato@trucking.org Advertising Traffic Manager950 North Glebe Road, Suite 210 • Arlington, VA 22203(703) 838-1746 ttads@trucking.org

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