Multi-platform publishing model continues to expand reach, engagement and advertiser response
Deals on Wheels and TradeTrucks.com.au have further boosted their audience reach across both print and digital platforms, cementing their position as Australia’s leading multi-platform truck classifieds publisher.
In its latest range review, BP – operator of the country’s largest truck stop network – added Deals on Wheels to another 24 outlets nationally, taking the total number of retail outlets now selling the magazine to just under 3,000 (2,950). This follows on from the recent addition of more than 1,200 members of Natroad, Australia’s largest transport industry association, to the distribution list.
Coinciding with this circulation boost, Deals on Wheels and TradeTrucks.com.au have also dramatically increased their weekly eDM database. The addition of more than 10,000 key decision-makers who attended the 2019 Brisbane Truck Show has lifted the total list size to just under 19,000, up almost 62 per cent over the past year.
Growth across all key traffic sources – including email – has also fuelled strong growth in TradeTrucks.com.au’s online audience, which was up 9 per cent to almost 820,000 visitors in the period January-July 2019.
Graham Gardiner, general manager of Bauer Media’s transport and machinery publications, says Deals on Wheels and TradeTrucks.com.au now reach more in-market buyers than any other media across their six key platforms: print, web, email, social, events and TV/video-on-demand.
The latest Nielsen Digital Content Ratings report shows Bauer Media’s network of transport sites – TradeTrucks.com.au, Fullyloaded.com.au, OwnerDriver.com.au and BusNews.com.au – had a combined unique audience (UA) of 167,135 in June compared with Trucksales.com.au’s 175,905. Classifieds listings are syndicated across all 3 sites – as well as across TradeEarthmovers.com.au, TradeFarmMachinery.com.au and TradePlantEquipment.com.au, reaching a further 120,000 UA’s a month.
On top of this Bauer Media’s transport magazines reach a combined 73,000 key decision makers every month; its eDM’s are direct mailed to a database of just under 60,000 every week; its Facebook pages have a collective organic reach of over 300,000 a month; and its new free-to-air TV show Mighty Machines achieved an average audience reach of more than 260,000 per episode in its first season.
“Bauer Media’s singular strategy is to continue growing our audience across our six key platforms to enable advertisers to reach as many in-market buyers as possible and thereby maximise response,” Gardiner says.
“While digital is a crucial and rapidly growing element of this multi-platform model, we also recognise that a large number of in-market buyers still prefer to consume content on other mediums, including print, email, TV and video, and events.
“Our publishing model is platform-agnostic: we publish all content – whether it’s classifieds or our market-leading editorial – across all platforms and let the audience decide where and when they consume it.”
For more information on advertising opportunities with Deals on Wheels and tradetrucks.com.au contact Brand Sales Manager James Phipps on 0466 005 715 or at james.phipps@primecreative.com.au.