2016 Solutions Guide - Trucking Group Marketing

2016
2016
Solutions
Guide
Solutions Guide
The Information Source for Trucking
The Information Source for Trucking
W
elcome to Fleet Owner. Our mission is simple: to produce the
most trusted editorial package for executives of fleets of five or
more commercial vehicles.
We exist to move and advise the industry, delivering new ideas, insights
and technologies that will drive the marketplace to better productivity.
Trucking is a $700 billion business. Commercial truck fleets in the U.S.
operate almost 10 million trucks and close to three million trailers. This
industry serves virtually every sector of the nation’s economy.
Fleets fall into two basic categories: for-hire carriers and private fleets.
For-hire carriers haul freight for profit, providing transportation services for others. Trucking is their primary business. On the other hand,
private fleets operate trucks in order to distribute their own goods or to
provide a service.
This segment of the market is the most challenging to identify
because it is hidden within a large and diverse group of businesses spread across the U.S. economy.
Private fleets make up two-thirds of the
commercial vehicle market.
Our business, along with yours, has
changed significantly over the last
decade. We appreciate your trust as we
seek to help you successfully navigate
an ever-changing marketing landscape. Thank you for making us part of
your team—and for the opportunity to
continue to help your business grow in
2016 and beyond.
Reggie Lawrence
Managing Director
Trucking Group
Trucking by
the Numbers
Commercial
(Class 3-8)
Trucking Operations*
1.61 Million
223,550
For-Hire
Carriers
Commercial Trucks
12.32 Million
1-4
Vehicles
189,000
5+
Vehicles
34,550
5+
Vehicles
333,850
1-4
Vehicles
1.06 Million
273,300
Trucks
1.32
Million
Trucks
8.45 Million
Trucks
2.28 Million
Trucks
The Equipment
1.24 Million
Trucks
For-Hire
352,500
Trucks
Commercial
(Class 3-8)
Trucks
6.11 Million
Commercial
(only)
Light-Duty
6.21 Million
Midrange
2.51 Million
4.88 Million
Trucks
Private
5.85 Million
Trucks
Fleets of five or more vehicles make up only
23% of the commercial-trucking market, yet operate over 80% of all commercial trucks and all
commercial vehicles. Private fleets operate over
six times as many trucks as for-hire carriers.
# Fleets
650
950
8,100
17,150
53,050
288,500
368,400
1,247,300
1,615,700
% Fleets
0.04%
0.06%
0.50%
1.06%
3.28%
17.86%
22.80%
77.20%
100.00%
Class 4
14,001 - 16,000 lbs.
GVW
For-Hire
261,800
Private
2.25 Mil-
Light-Duty
6.2 Million
Class 1-2
Under 10,000 lbs.
GVW
On-Highway
3.53 Million
Trailers
3.53 Million
Private
For-Hire
352,500 5.85 Million
For-Hire
Private
2.13 Million 1.4 Million
Total Commercial
Vehicles
15.85 Million
Note: Light-duty count reflects commercial-only usage;
no mixed-use or personal-use vehicles.
Source: Commercial Motor Vehicle Consulting,
American Trucking Assns., National Private Truck Council,
Fleet Owner Composite Database
Fleet Size
For-Hire
Private
117,300 1.02 Million
Class 3
10,001 - 14,000 lbs.
GVW
*Operations with at least one Class 3-8 truck; excludes
bus-only and trailer-only operations
1000+
500-999
100-499
51-99
21-50
5 to 20
5+ total
1-4
Grand Total
Class 6
19,501 - 26,000
lbs. GVW
For-Hire
Private
0.86 Million 1.61 Million
Class 5
16,001 - 19,500 lbs.
GVW
Total Commercial Trucks
12.32 Million
The Market
Class 7
26,001 - 33,000
lbs. GVW
Medium
Duty
5+ Vehicles
368,400 Fleets
9.77 Million
The commercial-trucking market is a collection of almost 16 million vehicles—trucks, tractors and trailers—
of all types and sizes, from light to heavy-duty, serving
all segments of the nation’s economy.
Class 8
Over 33,000 lbs.
GVW
Heavy
Duty
1.39 million
Private
Fleets
Total Trucks
1,644,100
655,500
1,441,100
1,171,600
1,685,800
3,170,100
9,768,200
2,553,400
12,321,600
Source: Commercial Motor Vehicle Consulting,
Fleet Owner Composite Database
% Trucks
13.34%
5.32%
11.70%
9.51%
13.68%
25.73%
79.28%
20.72%
100.00%
Total Trailers
933,500
214,600
484,100
325,800
447,500
536,500
2,942,000
590,900
3,532,900
% Trailers
26.42%
6.07%
13.70%
9.22%
12.67%
15.19%
83.27%
16.73%
100.00%
Total Vehicles
2,577,600
870,100
1,925,200
1,497,400
2,133,300
3,706,600
12,710,200
3,144,300
15,854,500
% Vehicles
16.26%
5.49%
12.14%
9.44%
13.46%
23.38%
80.17%
19.83%
100.00%
TONNAGE
REVENUE
SHIPMENT VALUE
ALL TRUCKING
9.96 BILLION TONS IN 2014
$700.4 BILLION IN 2014
UP FROM 9.7 BILLION TONS IN 20131
PRIVATE FLEETS
$6.5 TRILLION IN 2012
UP FROM $681.7 BILLION IN 20131
NUMBER OF
CLASS 8 TRUCKS
$
3.46 MILLION
IN 2014
TRUCKING CARRIED
UP 31.3% FROM 2007
FOR-HIRE
73.1% OF ALL FREIGHT
$10.1 TRILLION IN 2012
BY VALUE IN 2012 WITH
PRIVATE FLEETS AT 26.2% UP 21.6% IN 2007
AND FOR-HIRE AT 47%
Sources:
1
2
2
American Trucking Trends 2015, American
Trucking Assns.;
U.S. Dept. of Transportation
2 Commodity Flow Data 2014 Final Release, U.S. Census Bureau
3 WardsAuto.com; 4 U.S. Dept. of Labor
1
ENUE
REV
TONNA
GE
TR
UC
KI
N
TAX
ES
CLAS
S8
.
U.S
TAXES
BASIC
NUMBERS
2015
L
FUE
ERCIAL
COMM
IL
A
T
RE
UP FROM 52.7 BILLION GALLONS IN 20131
G
SH
I
T
EN
PM
FUEL CONSUMPTION
53.7 BILLION
GALLONS IN 2014
TOTAL U.S. RETAIL
TRUCK SALES
9.15 MILLION IN 2014
FEDERAL HIGHWAY
TAXES PAID
BY TRUCKS IN 2013
UP FROM 8.3 MILLION IN 20133
$16.5 BILLION
DOWN FROM $17.6 BILLION IN 20121
STATE HIGHWAY TAXES
PAID BY TRUCKS IN 2013
$20.8 BILLION
CLASS 8
U.S. RETAIL
TRUCK SALES
220,400 IN 2014
UP FROM 184,800 IN 20133
UTY
YD
AV
HE
CLASS 5-7
CLA
SS
8
UP FROM $20.2 BILLION IN 20121
REGISTERED
COMMERCIAL
TRUCKS
30.7 MILLION,
EXCLUDING GOVERNMENT
AND FARM, IN 2013
DOWN FROM 32 MILLION IN 20121
HEAVY-DUTY EQUIPMENT
PRICES IN 2014
CLASS 8 UP 2% YOY,
TRAILERS UP 0.9%
4
CLASS 5-7 U.S. RETAIL
TRUCK SALES
173,000 IN 2014
UP FROM 155,000 IN 20133
Trucking by
the Numbers
EQUIPMENT
U.S. Retail Truck Sales
300,000
300,000
250,000
250,000
200,000
200,000
150,000
150,000
100,000
100,000
50,000
50,000
Ford
55.6%
Hino 1.0%
Navistar 1.7%
Heavy-duty
Mack 3.0%
Heavy-duty
(Class 8) Paccar 3.3%
(Class 8)
Detroit Diesel 3.6%
Medium-duty
Volvo 3.9%
(Class 4-7)
Medium-duty
(Class 4-7)
Source: WardsAuto.com
0 4 5
1
2
9
3
4
8
0
7
6
200 200 200 200 200 200 201 201 201 201 201 2015
Source: 2015 WardsAuto, 2015 Fleet Owner Forecast
EcoDiesel 4.0%
General Motors
8.1%
Cummins 15.7%
200,000
Hino 1.0%
Navistar 1.7%
Heavy-dutyMack 3.0%
3.3%
(Class 8) Paccar
Detroit Diesel 3.6%
Volvo 3.9%
Ford
55.6%
150,000
100,000
Trucking
by
50,000
the Numbers
0
04 05 06 07
20
20
20
20
Medium-duty
(Class 4-7)
1
2
9
3
4
8
0
200 200 201 201 201 201 201
Hino 1.0%
10000000
Navistar 1.7%
Mack 3.0%
Paccar 3.3%8000000
Detroit Diesel 3.6%
Volvo 3.9%
6000000
General Motors
8.1%
Cummins 15.7%
Class 1-8 U.S. Diesel
Engine Market Share (2014)
Ford
55.6%
Source: WardsAuto.com
EcoDiesel 4.0%
Class 8 U.S. Truck
Market Share (2014)
Western Star 1.7 %
Mack 8.9 %
Freightliner
35.6 %
Volvo 12%
EcoDiesel 4.0%
4000000
General Motors
8.1%
2000000
Peterbilt
13.5%
Cummins 15.7%0
Western Star 1.7 %
Source: WardsAuto.com
Mack 8.9 %
Used HD Sleeper Tractor Prices Freightliner
35.6 %
Volvo 12%
$150,000
International
14.12%
Kenworth
14.14%
Used HD Day Cab Tractor Prices
A Reflection of
the Truck-Buying
Market
Construction & Contractors
Government & Utilities
Local Delivery
Refuse & Recycling
General Freight
Landscaping & Snow Removal
Concrete, Asphalt & Aggregate
Farming & Agriculture
Towing & Recovery
Fleet Owner delivers your
message wherever fleets
of trucks are bought, used
and maintained.
Fleet Owner’s audience mirrors the
make-up of the business community
that uses trucks and trailers in their daily
operations. This market reaches across
industry lines, state lines, and traditional
lines of the trucking industry.
The market is much bigger than just
over-the-road trucks and trailers. Buyers
of trucks, trailers, parts and services are
present in industries that touch all parts
of the economy.
The Industry’s Largest
Audience of Fleets
Fleet Owner delivers
sought after commercial
truck fleet buyers because
our circulation is purpose-built
to mirror the commercial for-hire
and private truck fleet market.
Fleet Owner provides the most
extensive readership coverage
in the trucking market of fleets
operating five or more commercial
vehicles - which is where nearly
80% of all power units are put to
work.
This is circulation leadership.
This is unit leadership. And
it’s why Fleet Owner brings your
message to more truck fleet
buyers in more business locations.
SUBSCRIBERS
Total Circulation
Unit Locations
For-Hire Trucking
Lease Rental
Food Mfg/Distribution
Sanitation
Construction & Mining
Mfg/Processing
Petroleum
Public Utilities
Subscribers 500 or more vehicles: 100-499 vehicles: 50-99 vehicles: 25-49 vehicles: 10-24 vehicles: 5-9 vehicles:
Total:
UNITS
For-Hire
Trucking:
30,712
26,530
For-Hire Trucking
Lease Rental
Truck/Trailer
Leasing: 1,386 1,177
For-Hire
Trucking
Food
Mfg/Distribution
Food
10,067 9,185
LeaseMfg/Distribution:
Rental
Sanitation
Sanitation:
3,857 3,466
Food
Mfg/Distribution
Government
Government:
4,574 4,173
Sanitation
Construction & Mining
Construction/Mining/
Government
Mfg/Processing
Construction & Mining 20,866 18,533
Logging/Excavating:
Petroleum
Mfg/Processing
Manufacturing/Processing:
4,075 3,639
Public Utilities
Petroleum
Petroleum:
3,195 2,785
Retail/Wholesale
Public
Utilities Delivery
Public
Utilities:
2,452 2,186
Services
Retail/Wholesale Delivery
Retail/Wholesale:
7,369 6,592
Bus Fleets
Services
Services:
7,543 6,897
Other
Bus
Fleets
Bus
Fleets:
1,823 1,624
Other
Other:
7,081 6,320
Government
It adds up to the broadest truck
fleet coverage overall and the
deepest coverage of private fleets.
Fleet Size
Business/ Industry Classification
GVW
Units
4,281
3,477
11,578
9,514
11,580
9,874
19,846
17,276
36,516
32,935
21,199
20,031
105,00093,107
Subscribers Units
75,001
44,669
36,079
40,387
57,894
65,827
39,198
31,442
35,624
51,295
Class 8: Class 7:
Class 6:
Class 3-5:
Class 1-2: Purchase Influence
Vehicles: 85%
Components: 81%
Replacement Parts: 81%
Tires: 80%
Fuels, Oils, Lubricants, Additives: 78%
Shop Equipment: 74%
For-Hire Trucking
Terminal
Equipment
&
Services:
67%
Lease Rental
Food Mfg/Distribution
Info Systems & Mobile Communications: 65%
Sanitation
61%
Government Lease/Credit/Finance/Insurance: Construction & Mining
Mfg/Processing
Petroleum
Maintenance
Public Utilities
Retail/Wholesale Delivery
Retail/Wholesale Delivery
Services
Services
Bus Fleets
Bus Fleets
Other
Other
70,529 subscribers maintain vehicles at 61,662 locations
Source: June 2015 BPA Statement
A Highly Engaged Readership
Fleet Owner is read by nearly 300,000 industry professionals every
month, and over 100,000 online visitors.
Fleet Owner Subscriber Job Titles:
Owner 28%
President 19%
CEO 11%
Operations Manager 7%
Fleet Manager 6%
Vice President 5%
General Manager 5%
Director of Transportation 4%
Maintenance 4%
CFO 2%
Safety Director 2%
Other titles 7%
Fleet Owner subscribers spend an
average of 50 minutes reading each
issue.
Owner
President
Subscribers regularly read Fleet Owner for...
New product reports
Equipment information
Regulatory news
Breaking industry developments
Technology information
Fleet news
Buyer's Guide
Analysis of industry issues
International industry information
70%
66%
59%
43%
42%
41%
24%
21%
8%
CEO
Operations Manager
Fleet Manager
Vice President
General Manager
Director of Transportation
Maintenance
CFO
These same subscribers also look to FleetOwner.com to...
Read industry news
Find product information
Access industry and supplier links
17%
Search archived articles
17%
Read our blogs
14%
Access whitepapers
14%
View photo galleries
11%
Access video
6%
Buyer's guide
6%
Attend webinars
3%
71%
49%
Source: Fleet Owner Reader Profile Study 2015
Unrivaled Connection to the Industry
Fleet Owner delivers
comprehensive industry insights.
TOP THREE INFORMATION NEEDS
FOR YOUR CUSTOMERS AND PROSPECTS:
MANAGEMENT:
Examines the mechanics of running a truck fleet as a
business—from hiring drivers to dealing with new
government regulations. Along with feature and news
content, it includes bylined columns on the topics of
economics, safety, fleet marketing, and green trucking.
INFORMATION TECHNOLOGY:
Zeroes in on trucking’s hottest productivity tools—starting
with data gathering right through wireless, software and
hardware developments. Along with feature and news
content, it includes case studies of fleets deploying new
information technologies.
MANAGEMENT
TIRES
TIRES
BATTLE OF
THE BRANDS
Patch job
SHORT-TERM
SHORT-TERM HIGHWAY
HIGHWAY BILL
BILL EXTENSION
EXTENSION
KEEPS
KEEPS MONEY
MONEY FLOWING,
FLOWING,BUT
BUT REPORT
REPORT
SAYS
SAYS MORE
MORE IS
IS NEEDED
NEEDED
By Aaron Marsh, senior editor
By Aaron Marsh, senior editor
J
ust before its August reust before
its August
recess,
Congress
did what
cess, thought
Congressit would
did what
many
do
manyan
thought
it would
do
with
expiring
highway
with an expiring
highway
bill—pass
a short-term
exbill—passThe
a short-term
extension.
bill extends
tension. The
bill to
extends
MAP-21, commonly
referred
as the
MAP-21,bill,
commonly
referred
as the
highway
until Oct.
29. Thetoextenhighway
bill, until
Oct.
The for
extension
will provide
about
$829.
billion
the
sion will provide
aboutand
$8 billion
for the
Highway
Trust Fund
keep money
Highway
andprojects.
keep money
flowing
to Trust
states Fund
for road
flowing
to
states
for
road
projects.
The extension was passed over obThe extension
was passed
objections
of the Senate,
whichover
worked
jections
of the Senate,
which bill
worked
on
a $350-billion,
long-term
opon athat
$350-billion,
bill option
the House long-term
refused to consider
tion
that
the House
at
such
a late
date. refused to consider
atWhile
such a late
the date.
extension puts off the
While
extension
puts off bill
the
fight
overthe
funding
a long-term
fight later
over in
funding
until
the fall,a itlong-term
does littlebill
to
until later in improve
the fall, it
little to
immediately
thedoes
conditions
immediately
conditions
of
the nation’s improve
roadways.the
A new
report
of
the
nation’s
roadways.
A
new
report
from TRIP, a national transportation
from TRIP,
a national
research
group
based intransportation
Washington,
research
group
Washington,
D.C.,
found
thatbased
localinand
state govD.C., found
that
local
state
governments
can’t
keep
upand
with
needed
ernmentsrepair
can’t keep
up with needed
roadway
and repaving
costs.
roadway
repair
and
repaving
costs.
Fewer than one-third of those major
Fewer than
roadways
areone-third
now ratedofinthose
goodmajor
conroadways are now rated in good con-
Thinkstoc
Thinkstoc
k k
EQUIPMENT:
Reports on trucks and trailers and their maintenance—
running from extensive new product coverage to fleet profiles.
Along with feature and news content, it includes case studies
and a column on tires.
12 FLEETOWNER SEPTEMBER 2015
12 FLEETOWNER SEPTEMBER 2015
dition, accorddition,
ing
to theaccordreport
ing to the
report
released
July
23,
released
Julyrated
23,
while
28% are
while
are rated
poor
or 28%
substandard;
poor orinsubstandard;
the rest fall somewhere
between.
the
restisfall
in between.
“This
nosomewhere
surprise for those
of us who
is no surprise
for face
thosethis
of usevery
who
live“This
in urban
areas and
live hitting
in urban
areas and
this stuck
every
day,
potholes
andface
getting
day,
hitting
potholes
and
getting
stuck
in traffic,” said Jill Ingrassia, managing
in traffic,”
Jill Ingrassia,
managing
director
ofsaid
government
relations
and
director
of government
relations
and
traffic
safety
advocacy at AAA,
during
a
traffic safetycall
advocacy
at AAA,
during a
conference
to discuss
the report.
conference
call to discuss
the report.
The nationally
aggregated
percentThe
nationally
aggregated
percentages
don’t
do much
to illustrate
how
ages don’t
much to
illustrate
how
serious
the do
situation
is in
many cases.
serious
situation
is in populations
many cases.
In
large the
urban
areas with
In 500,000
large urban
withfor
populations
of
or areas
greater,
example,
of 500,000
or greater, for example,
the
San Francisco-Oakland,
CA, area
the
San
Francisco-Oakland,
CA,
area
ranked worst with nearly three-quarranked
worstroadways
with nearly
three-quarters
of major
in poor
conditers of
major roadways
in poor condition,
according
to the report.
tion,
accordinghas
to the
report.
California
more
large urban
California
more
large urban
areas
with the has
highest
percentages
of
areas with the highest
percentages
of
poor-condition
major roadways
than
poor-condition
any
other state. major roadways than
any
other state. among smaller urMeanwhile,
among smaller
urbanMeanwhile,
areas with populations
between
ban areasand
with500,000,
populations
between
250,000
the worst
is
250,000
and
500,000,
the
worst
is
Flint, MI, with 54% of major roadways
Flint,
with 54% of major roadways
in
poorMI,
condition.
in poor condition.
With
Withmore
moretire
tirechoices
choicesthan
thanever,
ever,
manufacturers
manufacturersfight
fightfor
formarket
marketshare,
share,
and
andfleets
fleetsare
arethe
theultimate
ultimatewinners
winners
“In Califor“In challenge
California, their
nia,
is many
of their
their challenge
roads are
of heavily
their roads
are
some is
of many
the most
traveled
some
of the most
heavilyMoretti,
traveled
in the
country,”
said Rocky
in theofcountry,”
Moretti,
director
researchsaid
and Rocky
policy at
TRIP.
director
of research
andBelt
policy
at TRIP.
By
contrast,
other Sun
states
such
BySouth
contrast,
other Sun
statesdon’t
such
as
Carolina
andBelt
Georgia
as South
and Georgia
don’t
have
thatCarolina
volume—or
the harsher
have that
volume—or
harsher
winters
the more
northernthe
states
have,
winters
the
more
northern
states
another factor in road wear—and have,
have
another
factor in road
wear—and
lower
percentages
of major
roads inhave
dislower percentages
of major roads in disrepair,
the report shows.
repair,
the report
shows.
“While
those California
roads can
those California
roads can
be “While
maintained,”
Moretti noted,
“it
be maintained,”
Moretti
noted, “it
takes
very high levels
of investment.”
takes very high levels of investment.”
HIGHER MAINTENANCE COSTS
HIGHER
MAINTENANCE
COSTS
The report
didn’t have
specific costs
report didn’t
have specific
costs
forThe
heavy-duty
or commercial
vehicles,
for heavy-duty
orroadways
commercial
vehicles,
but
deteriorated
have
been
but deteriorated
roadways
been
contributing
more
to the have
marginal
contributing
more
to the marginal
costs
of operating
a commercial
truck
costsinofa operating
a commercial
truck
fleet
variety of ways.
Those include
fleet in maintenance
a variety of ways.
higher
andThose
repairinclude
costs
higher
maintenancedamage,
and repair
due
to road-induced
timecosts
lost
duetraffic
to road-induced
damage,fuel
timeconlost
to
backups, greater
to traffic and
backups,
sumption,
more.greater fuel consumption,
andtomore.
According
the American TransAccording
to the American
portation
Research
Institute’sTranslatest
portation
Research
Institute’s
latest
analysis of the operational costs of
analysis maintenance
of the operational
costs
of
trucking,
and repairs
have
trucking,
maintenance
and repairs
have
been
growing
as a portion
of overall
been growing
portion
of overall
marginal
costs.as
In a2008,
maintenance
marginal
2008,
maintenance
and
repairscosts.
madeInup
an average
of 6%
and
repairs
made
up
an
average
of
6%
of motor carriers’ total marginal costs,
of motor
carriers’
and
in 2013
the total
figuremarginal
was 9%,costs,
acand in 2013
figuregroup.
was Repairs
9%, according
to the the
research
cording
to the research
Repairs
and
maintenance
addedgroup.
an average
of
and maintenance
average
of
$0.103
per mile to added
motor an
carriers’
costs
$0.103
per
mile
to
motor
carriers’
costs
in 2008 and $0.148 in 2013.
inNot
2008only
anddo
$0.148
in 2013. to “wear
they contribute
Not only do they contribute to “wear
B Y B R I A N S T R A I G H T, M A N A G I N G E D I T O R
B Y B R I A N S T R A I G H T, M A N A G I N G E D I T O R
A
A
Chris Whetzel
Chris Whetzel
56 FLEETOWNER SEPTEMBER 2015
56 FLEETOWNER SEPTEMBER 2015
s major tire manufacturers reintroduce once-prominent brands in the quest to gain
s major
tire manufacturers
once-prominent
brands
in the
to gain
market
share,
compete with reintroduce
offshore entities,
and meet fleet
needs
for quest
both costmarketand
share,
compete with
entities,
and meet
fleet
forbut
both
costefficient
fuel-efficient
tires,offshore
fleets have
more choices
than
everneeds
before,
is that
efficient
and fuel-efficient tires, fleets have more choices than ever before, but is that
a good
development?
good development?
Miles toaremoval,
durability, tread depth and retreadability all must be addressed. Just as
Miles to
removal,
durability,
depth
and retreadability
all mustGoodyear?
be addressed.
Just as
importantly,
though,
is the
questiontread
of which
brand
to support. Michelin?
Bridgeimportantly,
though,
is the
which brand
to support.
Michelin? Goodyear?
Bridgestone?
Continental?
Those
arequestion
the mostofwell-known.
How
about BFGoodrich,
Dayton, Double
stone?
Continental?
Those
the most Maybe
well-known.
How
about BFGoodrich,
Dayton,
Double
Coin,
Firestone,
Giti Tire
or are
Yokohama?
you have
a preference
for Benchmark,
Joytour
Coin,
Firestone,
Giti Tire or Yokohama? Maybe you have a preference for Benchmark, Joytour
or Triones?
orHaven’t
Triones?heard of some of these brands? Don’t feel bad. At last count, there were nearly 200
Haven’t
heard of
some
theseare
brands?
Don’t
feel bad.
last count,
thereIfwere
nearly
200
different
tire brands,
many
of of
which
overseas
imports,
fromAtwhich
to choose.
you are
lookdifferent
tire brands, many of
which
overseas
which
to choose.
If you are looking
for a SmartWay-verified
tire,
goodare
luck.
Thereimports,
are overfrom
650 such
tires.
Even narrowing
the
SmartWay-verified
tire, good
areofover
650 such tires.
Even
narrowing
the
listing
to for
justathe
most prominent brands
still luck.
leavesThere
dozens
manufacturers
from
which
to choose.
list“There
to justare
thesome
most prominent
still
leaves
dozens
of not
manufacturers
frombecause
which todrivers
choose.
lower-cost brands
tires out
there
that
we are
going to carry
“There
some
there
we aresays
not Gene
going Kanzigg,
to carry because
drivers
are not
goingare
to get
thelower-cost
life or ridetires
theyout
want
outthat
of them,”
tire program
are not for
going
get the lifewhich
or ride
they want
outCenters
of them,”
Genetruck
Kanzigg,
manager
TAto
Operation,
operates
Travel
of says
America
stopstire
andprogram
Petro
managerCenters.
for TA Operation, which operates Travel Centers of America truck stops and Petro
Shopping
Shopping
Centers.
One of the
big differences between brands, according to Kanzigg, is the construction. “Most
One
of
the
big
differences
between
brands,
according
to
Kanzigg,
is
the
construction.
“Most
all your [Tier 1 tires] have a four-belt package under the tread,” he says. “When you get into the
all yourtires,
[Tierone
1 tires]
have
a four-belt
package
under
thehave
tread,”
you get into the
Chinese
of the
reasons
they are
cheaper
is they
oneheorsays.
two“When
fewer belts.”
Chinese
tires, one
reasons
cheaper
is they
have one
twoeach
fewer
belts.”
Ryder System
hasofathe
large
vehiclethey
fleetare
and
purchases
thousands
ofor
tires
year.
As a result,
System
has a large
vehicle
fleet and purchases
thousands
of tiresfor
each
year.
AsMana result,
Scott Ryder
Perry, vice
president
of supply
management
and global
fuel products
the
Fleet
Scott Perry,
vice president
supply management
and global fuel
themany
Fleetfleets
Management
Solutions
business of
segment,
has plenty of experience
withproducts
tires. Hefor
says
business
segment, has plenty of experience with tires. He says many fleets
areagement
focusedSolutions
on the ability
to retread.
are“The
focused
on the ability
retread.
expectation
is thatto[there
is] a casing robust enough to retread two or three times,”
“The
expectation
is that
[there
is] awith
casing
robust enough
retread
two Bandag
or threefor
times,”
he says,
adding
that Ryder
tends
to stick
Bridgestone
for itsto
new
tires and
its
he says,But,
adding
that
Ryderadds,
tendsRyder
to stick
with Bridgestone
forfrom
its new
tires
Bandag
for its
retreads.
Perry
quickly
typically
has anywhere
3,000
toand
4,000
tires from
retreads.
But,in
Perry
quickly
adds, Ryder typically has anywhere from 3,000 to 4,000 tires from
various
brands
its fleet
for evaluation.
various
brands inbrand
its fleet
for evaluation.
Also consider
reputation,
Perry advises. “You may be rolling the dice a little bit as to
Also
consider
brandtire]
reputation,
Perryitadvises.
“You
may bepoint.”
rolling the dice a little bit as to
whether
that
[lower-cost
even makes
to a DOT
removal
whether
that [lower-cost
tire] even
it to in
a DOT
point.”
The number
of manufacturers
has makes
blossomed
recentremoval
years. Consequently,
each brand can
The
number
of
manufacturers
has
blossomed
in
recent
years.
Consequently,
each
brand
can
no longer sit and wait for fleets to come to them. They must actively market their tires, tout their
no longer sit
and
for fleets
to come
to them.
They
activelythe
market
tires, tout
their
advantages,
and
bewait
visible.
In short,
we have
entered
anmust
age where
battletheir
for market
share
advantages,
be visible.
In short,
we haveservices,
enteredallantoage
where
the battle
forjust
market share
has
led to moreand
choices
and more
tire-related
a fleet’s
benefit
if it can
has led
to more
more
tire-related services, all to a fleet’s benefit if it can just
wade
through
thechoices
rolling and
sea of
rubber.
wade
through
theKanzigg’s
rolling sea
of rubber.
Going
back to
point
about the various tiers of tire brands, each manufacGoing back to Kanzigg’s point about the various tiers of tire brands, each manufacSEPTEMBER 2015 FLEETOWNER 57
SEPTEMBER 2015 FLEETOWNER 57
editor’s page
editor’s page
BY JIM MELE, EDITOR-IN-CHIEF
BY JIM MELE, EDITOR-IN-CHIEF
The driver
shortage
The
driver
is finally
shortage
reshaping
is finally
trucking
reshaping
trucking
12 FLEETOWNER OCTOBER 2015
12 FLEETOWNER OCTOBER 2015
Who controls
Who
controls
capacity?
capacity?
L
L
ast month, Con-way Inc., the large LTL and truckload carrier,
was purchased for $3 billion. Although the price tag is rather
remarkable, consolidation in trucking has been fairly run of the
mill for some time.
ast month, Con-way Inc., the large LTL and truckload carrier,
It started with deregulation way back in 1980, and gathwas purchased for $3 billion. Although the price tag is rather
ered steam right up to that brick wall we now call the Great
remarkable, consolidation in trucking has been fairly run of the
Recession. The motivation was fairly simple: Combining fleets
mill for some time.
brought economies of scale in a low margin business. Whether it was fuel conIt started with deregulation way back in 1980, and gathtracts or equipment orders, being a bigger player than the competition brought
ered steam right up to that brick wall we now call the Great
significant advantages.
Recession. The motivation was fairly simple: Combining fleets
As the economy has slowly worked its way back to a semblance of health,
brought economies of scale in a low margin business. Whether it was fuel conthe analysts expected to see consolidation again pick up as the big players
tracts or equipment orders, being a bigger player than the competition brought
moved to absorb whatever smaller fleets remained. This Con-way deal, howsignificant advantages.
ever, is different. And if you’re running a fleet of any kind, that difference should
As the economy has slowly worked its way back to a semblance of health,
be setting off alarm bells.
the analysts expected to see consolidation again pick up as the big players
We’ve been talking about the driver shortage now for years, but aside from
moved to absorb whatever smaller fleets remained. This Con-way deal, howstepping up recruitment and stealing one another’s drivers, the industry has
ever, is different. And if you’re running a fleet of any kind, that difference should
exhibited no real urgency to deal with it. The chickens are now coming home
be setting off alarm bells.
to roost, and the Con-way acquisition is the first tangible evidence that this
We’ve been talking about the driver shortage now for years, but aside from
chronic shortage is now about to fundamentally reshape trucking.
stepping up recruitment and stealing one another’s drivers, the industry has
Con-way wasn’t acquired by another fleet. The buyer was a 3PL called XPO
exhibited no real urgency to deal with it. The chickens are now coming home
Logistics, a company built on the premise that not owning trucks was the better
to roost, and the Con-way acquisition is the first tangible evidence that this
way to make a profit in transportation. It’s what they call “an asset-light” busichronic shortage is now about to fundamentally reshape trucking.
ness, a model that avoids expensive capital investment so it can scale up or down
Con-way wasn’t acquired by another fleet. The buyer was a 3PL called XPO
quickly depending on freight demand.
Logistics, a company built on the premise that not owning trucks was the better
So why did XPO, a company that reported revenues of only $2.4 billion last
way to make a profit in transportation. It’s what they call “an asset-light” busiyear, decide to plunk down $3 billion to buy a company that owns lots of trucks?
ness, a model that avoids expensive capital investment so it can scale up or down
The short answer—the driver shortage.
quickly depending on freight demand.
Wait, why buy trucks if you’re going to have trouble finding drivers for
So why did XPO, a company that reported revenues of only $2.4 billion last
them? Another short answer—capacity shortage.
year, decide to plunk down $3 billion to buy a company that owns lots of trucks?
XPO is getting ready for what its CEO Brad Jacobs predicts will be “the
The short answer—the driver shortage.
mother of all capacity shortages” in the next few years. The aging driver
Wait, why buy trucks if you’re going to have trouble finding drivers for
population and more restrictive regulations will only make the current driver
them? Another short answer—capacity shortage.
shortage worse, and that means shippers and their 3PL service providers will
XPO is getting ready for what its CEO Brad Jacobs predicts will be “the
be scrambling to find enough trucks to keep their businesses running and revmother of all capacity shortages” in the next few years. The aging driver
enues flowing.
population and more restrictive regulations will only make the current driver
When that happens, “he who controls assets will do very well,” says Jacobs,
shortage worse, and that means shippers and their 3PL service providers will
who has now transformed his asset-light company into the largest freight transbe scrambling to find enough trucks to keep their businesses running and revportation and logistics provider in the U.S.
enues flowing.
Publicly, Jacobs says Con-way was particularly attractive as a hedge against
When that happens, “he who controls assets will do very well,” says Jacobs,
future capacity problems because it has a relatively stable and well-paid driver
who has now transformed his asset-light company into the largest freight transpool with turnover rates of less than 10% in its LTL fleet and just 55% in truckportation and logistics provider in the U.S.
load. And a quick survey of social media seems to support that with many curPublicly, Jacobs says Con-way was particularly attractive as a hedge against
rent company drivers expressing little concern over the change in ownership.
future capacity problems because it has a relatively stable and well-paid driver
So what does this mean for everyone else in trucking? Look for moves to sepool with turnover rates of less than 10% in its LTL fleet and just 55% in truckcure truck capacity by both shippers and the 3PLs that they’ve come to rely on.
load. And a quick survey of social media seems to support that with many curLong-term contracts, expanding private fleet operations, new dedicated agreerent company drivers expressing little concern over the change in ownership.
ments, and of course further acquisitions are all going to come into play.
So what does this mean for everyone else in trucking? Look for moves to secure truck capacity by both shippers and the 3PLs that they’ve come to rely on.
Long-term contracts, expanding private fleet operations, new dedicated agreements, and of course further acquisitions are all going to come into play.
Award-Winning,
Trusted Journalists
American Business Media:
Jesse H. Neal
Award for
Outstanding
Journalism
In Fleet Owner’s long history of market leadership, it has been recognized by
15 separate and independent studies as #1 in readership in the truck-fleet market —
MORE THAN ANY OTHER TRUCKING PUBLICATION.
Erdos & Morgan, J.D. Power and Associates, Alfred Politz Research, Frontline Research,
Hagan Communications, and International Communications Research are among the
independent research firms to have recognized Fleet Owner as #1 in its field.
Jim Mele, editor-in-chief
Nationally recognized
journalist, author and
editor, joined Fleet
Owner in 1986 with
over a dozen years’
experience covering transportation as a newspaper reporter and magazine staff writer.
Winner of multiple Jesse H. Neal
and ASBPE Awards for editorial
excellence.
Cristina Commendatore,
associate editor
Joined Fleet Owner in
April 2015 after seven
years as a journalist
covering municipalities and a variety of news.
She has a master’s degree
in journalism from Quinnipiac
University. She is responsible
for online content, social media
accounts, and SEO.
Wendy Leavitt, director of
editorial
& market development
A trucking industry
professional with extensive experience in
writing, marketing and
public relations, both as a
member of the press and with a
major truck OEM. Joined Fleet
Owner in 1998. Winner of Jesse H.
Neal and ASBPE Awards.
Elsa Pecoroni,
associate art director
A seasoned magazine professional
who first joined
Fleet Owner in 1989,
she is responsible for
planning, scheduling
and production quality of the
magazine, special projects and
supplements.
Sean Kilcarr, senior editor
A feature writer and
columnist, Kilcarr
has been a trucking
journalist for over 20
years. Specializes in
light- and medium-duty
truck operations and logistics. Winner of multiple Jesse
H. Neal and ASBPE editorial
awards.
David Heller,
columnist/researcher
David Heller, CDS,
is director of safety
and policy for the
Truckload Carriers
Assn., responsible for
interpreting and communicating industry-related
regulations and legislation to the
membership of TCA.
American Society
of Business Press
Editors: Award for
Editorial Excellence,
Award for Design
Excellence
Folio Magazine:
Award for
Editorial
Excellence
Trade, Association
and Business
Publications
International:
Tabbie International
Award for Design
The Stephen
Barr Award
for Feature
Writing
Brian Straight,
managing editor
Joined Fleet Owner
in 2008 after nearly
14 years as sports
editor and then managing editor of several
daily newspapers. He and
his staff won more than two
dozen major writing and editing
awards. Responsible for editing,
editorial production functions
and deadlines.
Kevin Rohlwing,
contributing
editor/columnist
With over 25 years of
experience in truck
tire technology, maintenance and marketing,
authors monthly column on
tire-related topics.
Aaron Marsh, senior editor
Spent a decade working
in Washington, D.C.,
around Congress and
regulatory activity.
He has been recognized
both for his pen and
camera covering
transportation, health care and
legal issues. He joined the Fleet
Owner staff in July 2015.
Tim Brady, contributing
editor/columnist
Business coach, trainer
and mentor for small
to large trucking organizations, Tim Brady
provides practical advice
in his column, “Small Business Review.” A former truck
driver and small fleet owner, he
has helped trucking operations
since 2002.
2016 Editorial Calendar
January
February
March
April
May
Advertising Deadlines
Space Reservations Due: 5th day of preceding month
Material Due: 10th day of preceding month
June
July
August
September
October
November
December
Stats Issue:
Trucking by the
Numbers
Fighting
Congestion
The Changing
Demands for
Medium-duty
Rethinking
Trailers
Fleets
of the Year
MANAGEMENT
Get Ready for
More Regulation (Outlook)
Fleet Owner 500
The Virtual Shop
Oil Additives:
The Untold
Story
Alt Fuels:
Still Viable?
Paying the Next
Generation of
Drivers
Fatigue
Management
Plans for
Drivers
EQUIPMENT
Autonomous
Trucks: What
Do Fleets Really
Want?
Advances in
Advanced
Safety
Maintenance for
Vocational Fleets
Engines: Is
Smaller Really
Better?
Mid-America:
Talk of the
Show
Light-truck
Trends
New Models
for 2017
New
Transmission
Options
Balancing Tire
Costs & GHG
Class 1-8
Equipment
Specs
Lubricants:
PC-11 Takes a
Bow
Light Truck
Report/Specs
TECHNOLOGY
Wearables for
Trucking
What's an ELD?
Advanced
Analytics:
Metrics for the
Shop
No Parking:
Drivers Need
Help
There's an
App for That
The
Collaboration
Game: Working
with Shippers
& 3PLs
The Natural
Gas Network
Are Your
Wireless Bills
Too Big?
The Real Threat
from Hackers
10 Reasons to
Upgrade Your
Fleet
Management
System
Using Data to
Write Shipper
Contracts
Trucks
& Pop Culture
Hardware Reports
Seats
Fifth Wheels
Refrigeration
Headlight
Systems
Trailer
Aerodynamics
Air/coolant
Filters
Brake Parts
& Linings
Inflation
Monitoring
Wheels
HD Electricals
Batteries
Oil Filters
Vocational
Profiles
Tank
Leasing
Waste Hauling
Municipal
Refrigerated
Field Service
P&D
Wholesale
Delivery
Intermodal
Construction
Auto Hauling
Platform
Columns
Fleets Online
Fleets Online
Fleets Online
Fleets Online
Fleets Online
Fleets Online
Fleets Online
Fleets Online
Fleets Online
Fleets Online
Fleets Online
Fleets Online
Maintenance
Bay
Maintenance
Bay
Maintenance
Bay
Maintenance
Bay
Maintenance
Bay
Maintenance
Bay
Maintenance
Bay
Maintenance
Bay
Maintenance
Bay
Maintenance
Bay
Maintenance
Bay
Maintenance
Bay
Green Fleet
Green Fleet
Green Fleet
Green Fleet
Green Fleet
Green Fleet
Green Fleet
Green Fleet
Green Fleet
Green Fleet
Green Fleet
Light & Medium
Report
Light & Medium
Report
Light & Medium
Report
Light & Medium
Report
Light & Medium
Report
Light & Medium
Report
Light & Medium
Report
Light & Medium
Report
Light & Medium
Report
Light & Medium
Report
Light & Medium
Report
Light & Medium
Report
Parts & Service
Parts & Service
Parts & Service
Parts & Service
Parts & Service
Parts & Service
Parts & Service
Parts & Service
Parts & Service
Parts & Service
Parts & Service
Parts & Service
Safety 411
Safety 411
Safety 411
Safety 411
Safety 411
Safety 411
Safety 411
Safety 411
Safety 411
Safety 411
Safety 411
Safety 411
Tire Tracks
Tire Tracks
Tire Tracks
Tire Tracks
Tire Tracks
Tire Tracks
Tire Tracks
Tire Tracks
Tire Tracks
Tire Tracks
Tire Tracks
Tire Tracks
Private Fleets
Private Fleets
Private Fleets
Private Fleets
Private Fleets
Private Fleets
Private Fleets
Private Fleets
Private Fleets
Private Fleets
Private Fleets
Private Fleets
Private Fleets
NPTC
Newsletter
NPTC
Newsletter
NPTC
Newsletter
Special
Sections
Tire Chart
Green Fleet of
the Year
Vehicle
Graphics
Women in
Transportation
Fuel Economy
Supplements
Bonus
Distribution
Marketing
Services
Heavy Duty
Aftermarket
Week (HDAW)
National Truck
Equipment
Assn. (NTEA);
Technology &
Maint. Council
(TMC)
Advertising
Measurement
Study
Mid-America
Trucking Show
(MATS);
Mid-America
Fleet Forum;
Truckload
Carriers Assn.
(TCA)
National Private
Truck Council
(NPTC);
Alternative
Clean
Transportation
Expo (ACT Expo)
NPTC
Newsletter
Waste Expo
Advertising
Measurement
Study
Great American
Truck Show
(GATS)
American
Trucking Assns.
(ATA)
NPTC
Newsletter
NPTC
Newsletter
Equipment &
Shop Buyer's
Guide
Fleets
of the Year
Hybrid Truck
Users Forum
(HTUF)
Fleet Owner
Brand Study
Magazine Rates and Specs - Click to View
The Information
Source for Trucking
Fleet Owner dominates the market with breaking news
as it hits the trucking industry, delivering analysis fleet
owners and managers have come to trust.
Wherever fleet executives are, Fleet Owner reaches truck
fleet decision makers — even across the globe — with
engaging, focused and trusted insights to help them
manage their businesses, today and for the future.
BANNER AND BOOM BOX AD UNITS
Ad units serve evenly throughout FleetOwner.com.
728 x 90 Ad Unit 1
300 X 250 Ad Unit 2
5
1
5
3
2
640 x 480
or
510 x 425
EXCLUSIVE PRESTITIAL (SITE INTRO) 3
A dominant ad unit that displays over the content of FleetOwner.com,
serving to unique visitors once each day on whatever page is their first
viewing of the day. Four sizes are available.
6
EXPANDABLE FLOOR 4
Ad unit appears at bottom of screen and remains as readers scrolls
down the page. Will expand to 970 x 410 upon click.
SITE SKIN 5
Highly impactful advertising unit that appears on all pages with
mirrored creative on both the left and right sides of the screen.
VIDEO PRODUCT GUIDE 6
60-90 second video within FleetOwner.com’s searchable video archive
and embedded in the online buyer’s guide.
4
Website Rates and Specs - Click to View
In-Article Video
NEW: In-Article Videos Present Your Message
within Body of Online Articles.
We'll place your 15 to 30-second video within the body of
articles on FleetOwner.com, capturing the attention of our
desirable online readers.
• Massive, 1920x1080 video position
• Optimal user experience
• Plays when visible on user’s screen, pauses when user can’t see it
onscreen; resumes when in view again
• Audio starts on mouse rollover
• Video disappears from body of article once played to completion
• Premium environment for short 15-30 second videos – below the
fold between two paragraphs for more focused, attentive view
engagement
• Guaranteed viewability – only plays when in view more than 50%
on user’s screen
Website Rates and Specs - Click to View
Fleet Owner eNewsletters
1
Delivering trucking-specific breaking news
to executives and managers of commercial-truck fleets.
Fleet Owner Newsline
Delivered each weekday to the highly engaged digital audience of Fleet Owner, Newsline breaks
the industry news and insights your customers need to make decisions for their business.
Fleet Owner Top 5 Stories of the Week
This eNewsletter puts front and center the most highly read news stories written by the awardwinning editors of Fleet Owner.
Fleet Owner InfoTech
Weekly eNewsletter focuses on ideas and technologies driving the marketplace to better
productivity—100% information technology news, products, and applications.
2
Fleet Owner Equipment Weekly
Delivers the latest new product and service news for the trucking industry every Wednesday.
SPONSORSHIP POSITIONS
1
LEADERBOARD POSITION: 580 x 80 ad unit, plus #1 text ad embedded in
the editorial; includes 50 words of text, with 180 x 150 graphic and link.
2
TEXT AD SPONSORSHIP: 50 words of text with 180 x 150 graphic and link.
3
BOOMBOX AD: 300 x 250 ad unit surrounded by editorial.
3
Newsletter Rates and Specs - Click to View
Precision Audience Targeting
Penton SmartReach empowers you to target,
engage and activate business people from
throughout our trucking audience wherever
they are.
Optimize the ROI for your marketing activities
with targeted email campaigns, retargeting,
direct mail, research and more.
Our audience specialists will help you identify
the market segments you want to reach
and work with you to arrange deployments
that grab the attention of our audiences,
build awareness of your brand, and drive
engagement.
Ask your Fleet Owner representative about the
many ways that we can help you precisiontarget your Penton SmartReach program.
FleetSeek: Customized Fleet Data
Get closer to half a million North American commercial truck owners,
operators and decision makers and the fleets they manage.
FleetSeek is a lead generation, sales and research tool that lets you interact with up to
100 data points per fleet in the context of what’s actionable for your business.
Increase Field Productivity…
A truck manufacturer uses FleetSeek to map sales territories within dealer networks,
manage sales funnels, and connect remote workers with local fleet owners to streamline sales cycles and work order management.
Pinpoint fleets with a specific need…
A refrigerated carrier uses FleetSeek to identify food & beverage shippers to generate
leads for their enterprise freight solutions.
Safety and Performance Rating…
A risk management firm trusts FleetSeek for fleet CSA safety scores and evaluates performance rating measures to provide fleet executives with risk assessment and benchmark studies.
Quick and easy to use, but most important, you’ll get meaningful results.
Whether you need Local, Regional, or National fleet data, you can search and uncover
business opportunities by filtering data points that are relevant to your product and
services offerings.
Marketing Services & Data
Research


Strategic Insights Study


Online Focus Groups


Custom Research


Ongoing eListening
A service that creates a marketing plan
out of audience-centered research.
Analysts use business intelligence to align
messaging, content and media channels.
Gives you the insights of an in-person
session while allowing clients and
participants to simply log in from their
desks, saving time and resources.
Uncover valuable insight and guidance to
more deeply understand your audience,
expand into new markets, test product
concepts or refine your strategic plans.
Quantify your digital marketing
effectiveness. Better understand brand
sentiment, social media performance,
competitors and more.
DOWNLOAD MORE INFO 
DOWNLOAD MORE INFO 
DOWNLOAD MORE INFO 
DOWNLOAD MORE INFO 





Events


In-Person Events
Make a lasting impression by networking
with your current and potential clients in
person. This gives attendees an opportunity
to interact with your products and services
in a more memorable way.
DOWNLOAD MORE INFO 

Virtual Events
Webinars
Bring buyers into an interactive environment
that provides education, opportunities for
networking, and interaction with providers
of valued products and services—all Online.
Cost-effective way to generate a large
number of leads and align your company
with industry experts by providing
solutions or education to your audience.
DOWNLOAD MORE INFO 
DOWNLOAD MORE INFO 
Webinar+Social
Social engagement plus a webinar.


Webinar+Video
Social engagement plus a video.
Content


White Papers /
Essential Guides


eBooks &
Digital Magazines


Content Channels


eNewsletters
Establish subject matter expertise
and thought leadership while driving
high quality leads.
These products contain rich content
and are employed to establish you as an
authority in your industry.
Align your products and services with an
established industry brands to create brand
awareness and gain thought leadership.
Highly engaging editorial content created
for your target customer/market that we
market to Penton audiences.
DOWNLOAD MORE INFO 
DOWNLOAD MORE INFO 
DOWNLOAD MORE INFO 
DOWNLOAD MORE INFO 








Top 10 Cards
Blog Content
Video Blog
Infographics
Brief pieces that provide a series of tips
or steps that help your customers solve a
problem or guide them in a buying decision.
Create an on-going discussion with your
target markets with content written by
industry experts.
Add a compelling visual appeal to a
standard blog, and increase sharing
among business communities.
Use data visualization and social sharing
to draw a wider viewing audience into
information that might otherwise be hidden.
DOWNLOAD MORE INFO 
DOWNLOAD MORE INFO 
DOWNLOAD MORE INFO 
DOWNLOAD MORE INFO 


Digital and Social


Social Monitoring

Monthly SEO
Reach your customers, measure your
marketing success and update your
marketing strategy based on social
performance data and research.
Gain keyword strategy development,
continuous site improvement
recommendations, on-page optimization
efforts, key link building and reporting.
DOWNLOAD MORE INFO 
DOWNLOAD MORE INFO 

SearchPressPro
Get your press release found by sending
it out to a network of 5,000+ websites.
DOWNLOAD MORE INFO 
Visit
trucking.
penton.com/
solutions
for additional offerings
Reach more than 19 million business
decision makers across 17 vertical markets
As part of Penton, Fleet Owner
can extend your reach across
many industries where trucks
are used, as well as markets
you may need to reach beyond trucking.
PENTON AUDIENCES
BY COMPANY SIZE:
BY TITLE:
Magazine Rates & General Information
Black & White
1x
3x
6x
9x
12x
Page18,04017,42017,155
16,85516,610
2/3 Page13,03012,94512,845
12,70012,560
1/2 Island/Vert.10,53510,49510,440
10,37010,275
1/2 Page9,6009,5459,480
9,4159,325
1/3 Page6,4056,3656,310
6,2406,175
1/4 Page4,8104,7804,730
4,6604,595
Standard Color
1x 3x 6x 9x 12x
Page20,02519,82519,550
19,18018,815
2/3 Page15,42015,28515,110
14,86514,655
1/2 Island/Vert.12,91012,65512,480
12,41512,390
1/2 Page12,77511,81511,675
11,53011,310
GENERAL
Year Established — 1928. Fleet Owner is published monthly to over 100,000 managers
and executives in commercial-trucking fleets of five or more vehicles.
The publisher reserves the right to reject any advertising that does not conform to
publication standards.
Advertiser and advertising agency are jointly and severally liable for payment. The
Publisher will not release any advertising agency from liability even if a sequential
liability clause is included in the contract, insertion order, purchase order, etc. All
invoices are payable in 30 days. No cash discounts are allowed.
Advertisers will be billed for lost frequency discounts if, within a twelve (12) month
period from date of the first insertion, they do not use the amount of space upon
which their billing rate was based.
Publisher is not liable for delays in delivery and/or non-delivery in the event of an
Act of God, action by any government or quasi-governmental entity, fire, flood,
insurrection, riot, explosion, embargo, strikes whether legal or illegal, labor or
material shortage, transportation interruption of any kind, work slowdown, or any
circumstance beyond the control of the publisher affecting production or delivery.
1/3 Page8,7858,7408,580
8,5157,875
1/4 Page7,1607,1357,115
7,0707,015
Matched Color
1x 3x 6x 9x Full Page
Non-Bleed Size
Bleed Size
Bleed Dimensions
Live Area
7" x 10"
7.5" x 10.5"
7.75" x 10.75""
7" x 10"
15" x 10.5"
15.25" x 10.75"
14.5" x 10"
7.75" x 5.375
7" x 4.625
Page20,41520,15019,825
19,41019,010
Spread Bleed
2/3 Page15,84015,69515,530
15,31515,070
2/3 Vertical
4.5" x 9.75"
N/A
1/2 Island/Vert.13,28513,15513,030
12,81512,680
1/2 Horizontal
7" x 4.625"
7.5" x 5.125"
1/2 Page12,32512,20512,120
11,97511,825
1/2 Island
4.5" x 7.25"
N/A
1/2 Vertical
3.375" x 9.75"
3.625" x 10.5"
3.875" x 10.75"
3.125" x 10"
1/2 Page Spread
14.5" x 4.625"
15" x 5.125"
15.25" x 5.375"
14.5" x 4.625"
2.3125" x 9.75"
N/A
4.5" x 4.625"
N/A
3.375" x 4.625"
N/A
1/3 Page9,1709,1359,075
9,0008,910
1/4 Page7,5707,5357,485
7,4157,330
4-Color
1x 3x 6x 1/3 Square
12x
Page23,16022,82022,370
21,85021,595
2/3 Page18,57518,39018,115
17,74017,495
1/2 Island/Vert.16,07015,90515,720
15,48515,245
1/2 Page15,08014,92514,745
14,52514,305
1/3 Page11,88011,74511,630
11,53011,385
1/4 Page10,25510,19010,100
10,040 9,950
Covers
6x Cover 2
23,960
23,205
Cover 3
23,640
22,755
Cover 4
25,120
22,985
Other Frequencies
Full Page Only
18x 12x 24x 1/3 Vertical
9x * We request that words and critical information are not split over the crossover (gutter)
in spreads. Gutter clearance is 0.1875 in.
Vital advertising matter should be kept at least 0.25 in. away from trim on all
four sides.
PDF Format: Advertisers are encouraged to submit PDF/X1-a files prepared for
press-optimized printing. For more information on creating acceptable files, visit
http://penton.sendmyad.com. You can download the Penton PDF export setting
for Adobe® Creative Suite® here: http://penton.com/sma/PentonPDFExport.zip.
Preferred Applications: Ad Layouts should be created using Adobe InDesign® or
QuarkXpress™. If submitting application files, provide all supporting graphics
and fonts:
❏ All images and logos should be included either as TIFF, EPS or JPEG
❏ Resolution should be no less than 300 DPI
❏ All colors must be converted to CMYK or grayscale (no RGB or spot colors)
36x 1/4 Page
48x
Upload a PDF or zipped application files at http://penton.sendmyad.com
Black & White
16,480
16,350
16,125
15,860
Standard Color
18,715
18,445
18,175
17,965
Proofing: Minimally, we require a customer-furnished text and element proof to
assist us in preflighting our customer's digital ad. For Color Match, please mail a
digital halftone SWOP Certified Proof. We cannot guarantee color reproduction on
press without a contract proof.
Matched Color
18,815
18,660
18,350
18,055
All advertising material should be addressed to:
4-Color
21,205
20,835
20,430
20,275
Agency Commission: 15% of gross billing allowed to agencies on space, color, and
position. All mechanical costs are non-commissionable. Agency commissions are payable
provided the account is paid within the stated terms of sale.
Kathy Daniels, Advertising Production Manager
Fleet Owner
9800 Metcalf Avenue
Overland Park, KS 66212
Phone: 913-967-1828 Fax: 913-514-3686
[email protected]
INSERT ADVERTISING
Mechanical requirements and regional advertising available on request.
Insert Quantities — Quantity for pre-printed inserts: 112,000. Contact your
Fleet Owner sales representative for regional and demo quantities.
Space Charge — Rate based on the earned B&W rate, multiplied by the number of
pages. Please contact your Fleet Owner sales representative. There is a minimum
space charge of $4,110 gross per page.
Weight of Stock — For inserts of four pages or less, maximum weight of stock
is 100 lb. text coated (25" x 38" basis). Check with the Fleet Owner Production
Department for weight of stock for inserts over four pages.
Size of Inserts — Delivered folded and untrimmed at 8" x 11". Insert will trim to
7.75" x 10.75". Vital advertising matter should be kept at least 3/8” away from
trim on all four sides.
Closing Date — For pre-printed inserts, the 20th of the month preceding month
of publication.
2016 MECHANICAL REQUIREMENTS
Publication Trim Size — 7.5" x 10.5"
12x
ISSUANCE AND CLOSING DATES
Fleet Owner is published monthly. Closing date for advertising reservations is the
5th of the month preceding the issue date. Advertising material close is the 10th of
the month preceding the issue date.
Shipping Instructions for Pre-Printed Inserts — Ship prepaid to:
Jill Seal
Customer Service Representative
R.R. Donnelley
1600 N. Main Street
Pontiac, IL 61764
Phone: 815-844-1461 Fax: 815-844-1326
[email protected]
lisa.guzek@quebecorworld.
com
Insertion order and three copies of the insert should be sent to:
Kathy Daniels, Advertising Production Manager
Fleet Owner
9800 Metcalf Avenue
Overland Park, KS 66212
Phone: 913-967-1828 Fax: 913-514-3686
[email protected]
The issue date and Fleet Owner should be CLEARLY MARKED ON EVERY CARTON
or SKID.
BOUND-IN REPLY CARDS
Rates: $5,495 commissionable
There is an extra charge to print the postcard from supplied material. Postcards
do not earn frequency rates, and printing costs are non-commissionable. All inbook postcards must meet the standards in the DMM (Domestic Mail Manual).
Minimum size: 5” x 3.5”
Maximum size: 6” x 4.25”
Weight of the card stock must be at least 75#. For binding specifications, please
call the production department.
Call your Fleet Owner sales representative for pricing information on sizes above
the maximum.
REGIONAL/DEMOGRAPHIC ADVERTISING
Regional/demographic advertising is limited to full page or more advertisements.
Regional advertising must include one or more complete geographical regions
as defined on Fleet Owner's current BPA Audit Statement. All regional advertising will incur a mechanical charge of $995 net per page or $1,495 net per spread.
An additional $250 will be added to the mechanical charge for advertising using
only a portion of a region.
Regional/demographic advertising space rates are computed by taking the
percentage of circulation and multiplying it by the earned black and white frequency rate. For color ads, applicable color charges will apply.
There is a minimum space charge of $4,110 gross per page. Mechanical charges
apply.
CLASSIFIED ADVERTISING
Fleet Owner classified ads are published monthly to the full audience. For more
information, call Ellen Rowlett at 800-827-7468. Fax: 913-514-6544
a. Classified ads, per column inch — $148 (2 1/16” x 1”)
b. The minimum size for a classified ad is one column wide (2 1/16") by 1" deep.
c. Double column ads are 4 5/16" wide.
Classified advertising frequency discounts:
5% for 3 months
10% for 6 months
15% for 12 months
d. A
d design is $25 for small ads; $50 for a 1/4-page ad; $75 for a 1/3-page ad;
$100 for a 1/2-page ad; and $200 for a full page.
e. C
lassified ads are non-commissionable.
f. All Classified ads must be received at Fleet Owner by the 10th of the month
preceding publication. Send all classified advertising material to:
Ellen Rowlett
Fleet Owner
3354 Cold Harbor Drive
Indianapolis, IN 46227
800-827-7468
Fax: 913-514-6544
[email protected]
SPECIAL ADVERTISING OPPORTUNITY
FLEET OWNER BUYER’S DIRECTORY LOGOS
Logo sections are produced in the October Equipment Specs & Buyer's Guide.
Date — October issue (Closing date is August 15)
Dates —
For more information, call Ellen Rowlett at 800-827-7468 or [email protected]
FLEET OWNER LIST SERVICE
The largest industry-wide truck fleet data file totaling over 100,000 commercial
fleets of five or more vehicles. List specifications can be tailored to include the
names of the executives in those fleets, and selectability options include:
❑
❑
❑
❑
❑
❑
❑
❑
Fleet size
Fleet type
Number of vehicles by type
In-house maintenance
Use of diesels
GVW class
State, SCF, zip
Purchase influence
For more information, contact Reggie Lawrence at 678-957-1414 or
[email protected].
THE PRIVATE FLEET DIRECTORY
Private fleets represent approximately 75% of all fleets, but they are typically
harder to identify and reach than for-hire carriers. Therefore, this extensive
database of private fleets is an invaluable resource. For more information, call
Reggie Lawrence at 678-957-1414, or your Fleet Owner sales representative.
For additional advertising information, visit us at advertisers.fleetowner.com.
Contact Us to Help
Customize Your Campaign
Reggie Lawrence
Managing Director, Trucking Group
678-957-1414
[email protected]
William J. Doucette
Regional Sales Manager
603-236-3310
[email protected]
CT, DE, Eastern Canada, MA, MD, ME,
NH, NJ, NY, OH, PA, RI, VA, VT, WV
David Haggett
Regional Sales Manager
847-934-9123
[email protected]
IL, IN, KS, KY, IA, MI, MN, MO, ND,
NE, OH, SD, WI
Magazine Rates and Specs
Peter Lovato
Regional Sales Manager
231-233-2660
[email protected]
AL, AR, FL, GA, LA, MS, NC, OK,
SC, TN, TX
Woody Newell
Regional Sales Manager
360-944-6572
[email protected]
AZ, CA, CO, ID, MT, NM, NV, OR, WA,
UT, WY, AK, HI, Western Canada
Ellen Rowlett
Classified Sales
800-827-7468
[email protected]
Website Rates and Specs
RATE POLICY AND CONTRACT PROVISIONS: All advertisements are
accepted and published entirely on the representation that the Advertising Agency and/or Advertiser are properly authorized to publish the
entire contents and subject matter thereof. It is understood that, in
consideration of the publication of advertisements, the Advertiser and/or
Advertising Agency will indemnify and hold the Publisher harmless from
and against any claims or suits for libel, violation of rights of privacy, plagiarism, trademark, patent and copyright infringements (including the text
and photographs within the advertisements), and other claims based on
the contents or subject matter of such publication. The Publisher reserves
the right to reject any and all advertising, which the Publisher feels is not
in keeping with the publication’s standards, policies and principles. The
Publisher reserves the right to add the word “Advertisement” at the top
and/or bottom of, or anywhere within any publication page, that in the
Publisher’s sole judgment, too closely resembles editorial pages of the
publication. The Publisher will not be bound by any conditions, printed
or otherwise appearing on any order blank, insertion order or contract
when they conflict with the terms or conditions of the publication’s rate
card, or any amendment thereof. The Publisher shall not be subject to any
liability whatsoever for any failure to publish or circulate all or any part of
the publication issue or issues due to strikes, work stoppages, accidents,
fires, acts of God or any circumstance not within control of the Publisher.
The Publisher is not responsible for the accuracy of any corrections or
changes made to any Advertiser’s materials.
AGENCY COMMISSION: 15% of the gross billing allowed to recognized
advertising agencies on space, color, bleed, and position only, provided
account is paid within 30 (thirty) days of invoice date. Advertiser’s material must be prepared in accordance with production specifications to
qualify for agency commission. No cash discounts allowed.
SEQUENTIAL LIABILITY: Advertiser and Advertising Agency are jointly and
severally liable for payment. The Publisher will not release the Advertising
Agency from liability even if a sequential liability clause is included in the
contract, insertion order, purchase order, etc.
CANCELLATION POLICY: Neither the Advertiser nor its Advertising Agency
may cancel advertising after closing date. Cancellations prior to closing
must be in writing. Verbal cancellations will not be accepted.
ERROR LIABILITY LIMIT: The Publisher’s liability for any error will not
exceed the charge for the advertisement in question. The Publisher assumes no liability for errors in key numbers, the Reader Service section,
advertisers’ index, or any type set by the Publisher. The Publisher is not
responsible for the accuracy of any corrections or changes made to the
Advertiser’s copy/materials.
Newsletter Rates and Specs