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Media Kit 2020
Your vehicle for reaching
professional drivers
August 2019Truckers News announces the winner of the Trucking’s Top Rookie at GATS. The award recognizes a top driver in the industry less than a year.
March 2019Trucker News and the Truckload Carriers Assocation choose the company driver of the year. The winner is announced at the TCA convention.
January 2019Our Preview of the Year Ahead is a look at what drivers can expect to occur with key issues--driver pay, parking, regulations, equipment--in the coming year.
May 2019More than 600 truckers converge on Lancaster, Pennsylvania to drive in the annual Mothers Day Convoy, which raises money for the Make-A-Wish organization.
November 2019Military veterans are leaving the service and joining the ranks of America’s truck drivers. Profiles of veterans who have been successful as truck drivers. Our annual Veterans Day Salue to Veterans thanks them for their service.
2020 Truckers News Media Kit 3
Amazon founder Jeff Bezos has said, “In business, what’s dangerous is not to evolve.” In our industry, rapidly evolving technology, e-commerce competition, and how prospects want to do business have required that we continue evolving to remain successful.
We’ve made it our mission to anticipate what our clients might need to propel their businesses forward. It begins with content and creating the optimal environment for your messaging. Truckers News reaches and engages your audience on several platforms. RigDig® provides business intelligence and vehicle data to better inform decisions. Our digital marketing group can micro-target prospects down to equipment or brands used. Priority Prospects can be used to identify and lead score your web traffic, so you can proactively target the most likely buyers. And our call center services can be used to nurture or qualify your inbound leads.
But our greatest value is the ability to develop fully optimized plans based on solving your pain points; whether it’s a lack of data, targeting, engagement, lead scoring or post-sales follow-up. What’s your pain point?
Scott Miller, SVP of Sales, Randall-Reilly
Table of Contents
Trucking Market Overview .....................................................4-5
Trucker Recruiting Geographic Analysis .................................... 6
RigDig® Recruiting ........................................ 7
Move Prospects From Consideration to Purchase .....................8-9
The Power of Data in Digital Marketing ........................................ 10
Lead Nurturing .............................................11
2020 Digital Specs .................................... 12
2020 Editorial Key Features .................... 13
Truckers News Staff ................................... 14
4
Trucking Market Overview
Trucking faces a serious driver shortage
Fleets’ biggest concern? Finding qualified drivers.Driver availability remained fleets’ top concern in 2019.
Average new drivers needed per year: 89,000Over the next decade, trucking will need to hire 890,000 new drivers, or an average of 89,000 per year, to compensate for retirements, growth and departures.
22%Voluntary/involuntary departures
33% Industry growth
45% Retirements
Source: American Trucking Associations Truck Driver Shortage Analysis.
Primary reasons for continuing
driver shortage
Source: Commercial Carrier Journal Monthly MarketPulse Report April 2019.
57% Driver
availability
11% Freight pricing
25% Freight volume
Fleet’s biggest
concerns
2020 Truckers News Media Kit 5
Most truckers are happy or satisfied with their job, and rely on various channels to find work. This makes our multi-channel offering invaluable for marketers and recruiters.
Source: 2019 Trucker News Connectivity Report; Truckers News 2016 Job Perceptions and Challenges Survey
Source: 2019 Truckers News Connectivity Report
Job SatisfactionSocial Media Usage
Job Search Tactics
Facebook ......................63%
YouTube ........................54%
Instagram ..................... 15%
LinkedIn ......................... 14%
Twitter ........................... 13%
Pinterest .........................11%
Snapchat ......................... 6%
Yelp .................................. 4%
Tumblr ............................. 2%
None of the above ....... 18%
Internetsearch
56%Word of mouth
26%Other
6%
Trucking Magazine
5%Social Media
4%Newspaper
2%Radio
1%
I’m satisfied with my job
33%
My job’s OK
18%
It’s a job
15%
I don’t like my job
5%
I love my job
29%
6
Trucker Recruiting Geographic Analysis
More than 60 percent (or nearly two-thirds) of Company Driver applications come from the South.
West Midwest
South
Northeast
MT ND
MN
IA
MO
WI
IL
MI
IN OH
SD
NE
KS
OK
TX
AR
LA
KY
TN
MS ALGA
SC
NC
VA
DEDEMDDCWV
PA
NY
ME
MA
NH
VT
RICT
NJ
FL
WYID
NVUT
CO
NMAZ
WA
AK
OR
CA
Pacific
8%Mountain
5%
West South Central
12%
East South Central
32%South
Atlantic
22%
West NorthCentral
2%
East NorthCentral
8%
MiddleAtlantic
6%
NewEngland
2%
Source: Proprietary Randall-Reilly Recruiting Analysis
2020 Truckers News Media Kit 7
RigDig® Recruiting
Find your perfect driver.This powerful tool gives you access to more than 600k active driver applications, including company driver and owner-operator names, addresses, and phone numbers. RigDig Recruiting provides you with direct access to the drivers you need. Search our extensive applicant history by experience, type of haul, qualifications, CSA history, and more.
What RigDig® Recruiting provides Targeted Recruiting
Shortens timeframe to acquire hard-to-find drivers.
Recruiting Cost Savings More effective utilization of full-time recruiting staff.
Increased Company Savings With targeted leads improving your recruiting, you fill more trucks.
Where does our data come from? RigDig® Recruiting data is collected into a single source from over 70 job application sites, such as bestdriverjobs.com and bigrigjobs.com. Our data is populated by drivers actively seeking jobs, and standardized and cleansed by our third party partners.
14 Search Filters• Date• Location
• Qualifications• Driving Record
• Driver Profile• And more
Key Features• Actionable Data Call from our lead list or download direct mail and telemarketing exports.
• Analytics and Visualizations See where drivers are available to find out where to recruit from and find the best areas to open more terminals.
Ask your Randall-Reilly Sales Representative for a demonstration of how RigDig® can power your marketing efforts or go towww.randallreilly.com/rig-data/ to schedule a demo today.
8
Move Prospects From Consideration to Purchase
Moving a prospect from consideration to purchase requires targeting and multiple touches to create engagement. Across web, email, newsletters, social media and our Ad Network, Truckers News’ multi-channel engagement tactics can be leveraged to accelerate your prospects’ decision-making process.
*All counts current as of June 2019
Total Driver Contacts
1.5M
Unique Driver Applicants777K
Truckers News Website UniqueMonthly Visitors
238K
Truckers News Daily Newsletter
Subscribers40K
Ad Network110K
Social Followers229K
Mobile Monthly
Visits295K
2020 Truckers News Media Kit 9
WebsiteTruckers News Podcast
40K RecipientsTruckers News’ newsletter provides marketers with the ability to engage with their target prospects on a daily basis in a content-rich environment.
Newsletter
238K Unique Monthly Visits
truckersnews.com
When it comes to staying on top of up-to-the-minute industry news impacting truckers or job-related lifestyle content, truckers turn to Truckers News via the web and social media . The immediacy of this content provides opportunities to continually engage with your target audience, wherever they go.
The online community for women drivers
SheDrivesTrucks.com
Week in and week out, Trucker’s News’ special news section for women drivers delivers stories of some of the best female drivers on the road. And, we include news and features to help women stay safe, connected and comfortable.
It’s not enough to print news and features for company drivers. Truckers News now delivers a weekly podcast during which we interview truckers and those making news truckers need to know.
Events and Promotions
Company Driver of the Year truckload.org/driver-of-the-year
The annual Driver of the Year contest, sponsored by Cummins and Love’s Travel Stops, honors the industry’s best men and women drivers. They drive safely, give to their communities and enhance the image of trucking. Truckers News, in partnership with the Truckload Carriers Association, produces the award.
According to the Online Marketing Institute, it takes seven to thirteen touches to deliver a qualified sales lead, and most prospects don’t receive enough touches to become leads. Truckers News’ multi-platform engagement tactics provide advertisers with several vehicles to increase messaging frequency and nurture lead generation.
The Great American Trucking Show truckshow.com
The Great American Trucking Show, held each August in Dallas, is a great opportunity for you to showcase your job opportunities to more than 25,000 driver and owner-operator attendees. The expanded recruiting pavilion features more than 100 exhibiting fleets.
10
The Power of Data in Digital Marketing
Our audiences built by data can be targeted through multi-channel campaigns.
Our in-house digital services group is staffed by more than 150 certified professionals who individually manage search, display, social, native, aggregator and video/radio channels. As a Google Premier Partner, we are among the first to have access to Google beta products, as well as late breaking insights, best-in-class practices and exclusive briefings.
The audience data amassed from our brands and RigDig® provide exclusive insights into equipment ownership, brand preferences, and propensity to buy. This data can be matched with Google and Facebook audiences to create your custom audience list, so your campaigns reach your specific target. For more on how you can harness the power of data in digital marketing, click here.
2020 Truckers News Media Kit 11
Lead Nurturing
For every 100 leads called, 40 are not reached, even after three tries. Our lead nurturing tools allow you to get more from your leads and and frees recruiters to do what they do best: recruiting.
Monthly Volume
JANUARY-MARCH 2019
Your Specific Driver Target
Truck Driver
License Class
OTR Experience
State of Georgia
Leads Text Message
Automated Call
2 options
A
1 2 3
B
Your Recruiter
AgentConnect Current leads Stale leads Incomplete leads
1MM
130K
333K
80K
Automated Calls
Call Volume Handled
SMS/Texts
Short Forms Generated
12
2020 Digital SpecsWebsite Newsletter
Main
Footer
1
2
1
2
3
3
Text Ad
Text Ad
Text Ad
Text Ad
Digital PricingOur website and newsletter ads are priced on a cost-per-click (CPC) basis. This allows you to pay only for the performance you need. Once your monthly budget is set, your ads will display until your budget is at capacity.
Average CPC: $4-6*
*All rates are gross.
Ad SpecificationsAll banners are IAB standard sizes. Please submit the following required ad sizes and copy. All dimensions are in pixels.
Geo-Targeting OptionYou have the option to set geo-targeting parameters on your ads. That means your ads will only display for the location you set, whether that is a radius, state or route.
• 300x250
• 728x90
• 970x66
• 600x60
• 300x600
• 320x50 (for mobile)
• 300x250 (for mobile if the web version uses Flash for 300x250)
• Text Ad (80 character title, 200 character body—including
2020 Truckers News Media Kit 13
2020 Key Editorial Topic Areas
Each week SheDrives profiles successful women truckers and tackles issues of importance to women.
JanuaryPreview of the Year Ahead
FebruaryLove on the Highway; couples who team drive--Valentine’s Day
MarchCompany Driver of the Year Award. MATS preview and coverage. Colorectal cancer awareness.
AprilHow to become an owner-operator. Driver wellness and fitness.
MayShow Us Your Ink--Driver tattoos. Coverage of Mother’s Day Convoy
JuneDaddy Was A Trucker--Father’s Day. Iowa 80 Truckers Jamboree Preview
JulyWill you be ready to retire? In truck cooking and recipes/online cookbook
AugustTrucking’s Top Rookie and MATS preview and coverage
SeptemberTruck Driver Appreciation Week-- I Luv My Trucker
OctoberAll Mack Show in Lititz, Pa. coverage
NovemberVeterans finding success in trucking. Salute to Veterans.
DecemberYear in Review, Trucker Gift Guide, Wreaths Across America
Note: This calendar will be updated throughout the year.
14
Truckers News Staff
Going the extra mile.Truckers News’ mission is to provide thought-provoking perspectives and deep analysis of the issues affecting the trucking industry. Our team of professional journalists is committed to creating the engaging, focused and trusted editorial content that will help professional drivers manage their careers.
EditorDavid Hollis800-633-5953 [email protected]@truckersnews_dh
David Hollis is the editor for Truckers News. He joined Randall-Reilly in July 2014 to help relaunch Truckers News. Prior to joining Randall-Reilly, Hollis worked in public radio and for media organizations in New York and the Midwest. He is the author of a book on equestrian sports.
Associate Editor Deanne Winslett800-633-5953 [email protected]
Deanne Winslett is the associate editor for Truckers News, joining Randall-Reilly in 2015. She graduated from the University of Alabama with a Bachelor of Arts in Criminal Justice.
Max Heine is Editorial Director of Overdrive and writes regularly for the Overdrive Extra blog. A CDL holder, he joined Overdrive in 1998 after more than two decades of newspaper work. Max received a degree in communications from the University of Tennessee in 1975.
Editorial DirectorMax Heine800-633-5953 [email protected]@MaxHeine
2020 Truckers News Media Kit 15
Truckers News Staff
Mike Reilly Chairman Emeritus
Brent Reilly President & CEO
Kim Fieldbinder CFO
Linda Longton SVP Editorial & Research
Robert Lake SVP Acquisitions
& Business Development
Scott Miller SVP Sales
Prescott Shibles SVP Data
Nick Reid SVP Digital Services
Julie Arsenault SVP Strategy & Marketing
Jeff Crissey OEM & Aftermarket Director
Vice President of Sales, Recruiting Aaron Mowery800-633-5953 [email protected]
Aaron began his career at Randall-Reilly in 2006 in sales with our Driver Recruiting division. In 2010, he was promoted to Director of Sales for Driver Recruiting and in 2014 was promoted to his current position. Aaron received his degree in Business Administration from Samford University in 1999 and lives in Birmingham, AL. with his wife and four children.
Director of Sales Geno Dykes800-633-5953 [email protected]
Geno has been with Randall-Reilly for nearly seven years. His responsibility includes sales enablement. Prior to assuming this role, Geno held leadership positions in our digital services group and functioned as Subject Matter Expert in digital recruiting.
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