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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

2008 READERSHIP SURVEY

Key Demographics of our Subscribers

reach the vast majority of truck fleets
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.
truck fleet universe
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

reach the most qualified audience
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.
reach fleets of all sizes

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.

transport topics subscribers operate mixed vehicle fleets across many sectors
Transport Topics Subscribers Operate Mixed Vehicle Fleets Across Many Sectors

Source: R.L. Polk Registration Data, CY 2006

reach real decision makers

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

reach an exclusive non duplicated audience
Reach an Exclusive, Non-Duplicated Audience
  • A large percentage of Transport Topics readers don’t read other trucking publications regularly.
weekly vs monthly
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%
executive summary of key demographics
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
survey methodology
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.
slide23

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