American Trucker dan.elm@penton.com www.trucker.com

1. 2 0 11 M E D I A K I T

2. IPMENT & MAINTENA
NCE We deliver true value to your customers
UCKS, EQU It’s the best environment for your message
THE GUIDE TO USED TR
American Trucker educates your customers as they research major purchases and vehicle maintenance solutions. We com-
April 2010 bine useful editorial focused on helping boost their profits, with a vibrant marketplace of vehicles, trailers and accessories.
And we deliver this content in a variety of formats – print, online, and e-newsletters – to ensure no matter how they prefer
to stay on top of the market, American Trucker and its partners will help them succeed.
American Trucker has 30+ years of experience building an effective forum for sellers of trucks, trailers, parts and services to
find the right buyers for their wares. We have strong bonds with your customers at the grass-roots level of small and mid-
sized businesses, and our award-winning editorial content keeps them coming back for new ideas and best practices. Our
editors, many former trucking professionals themselves, truly understand the challenges a truck operator faces on a daily
basis, and we get straight to the core of their needs and concerns.
Let us show you why American Trucker is your best choice for selling your vehicles and accessories to a large, engaged
audience with real BUYING POWER. Our course is set for a successful 2011, and we invite you to join us on the journey.
Thomas W. Duncan, Group Publisher
203-358-4201 • tom.duncan@trucker.com
American Trucker Takes the Gold
The American Trucker editorial staff received a Gold
Award for Editorial Excellence from the American
Society of Business Publication Editors in 2010. The
honor was in recognition for American Trucker’s
success in adding a quality editorial product to its
long-standing product marketplace.
American Trucker is fueled by industry-leading resources...
Parts:
MARKET
PRESENCE
EDITORIAL
OVERSIGHT FleetOwner
fleetowner.com APRIL 2010
®
DEMOGRAPHIC
DATA
of American from the of FleetSeek,
Trucker award-win- which helps
PENTON MEDIA is a world leader magazine, ning editors of ensure
in business-to-business informa-
Rebuilt or
whose Fleet Owner, American
tion products. This allows us to marketplace the indus- Alternative Trucker
create campaigns that carry your of classifieds try’s leading Power Choices reaches your
message throughout several spe- will continue magazine for Green Fleet
of the Year customers
cialized sectors in the transporta- to serve fleet opera- New Uses
for GPS and informs
tion world and many other markets used truck tors, trusted them on
Also: The New
A Penton Media Publication
Reman’ed?
FOAPRILCVR.indd 1 4/21/10 2:47:24 PM
including agriculture, government, and trailer buyers with the buying for its insights in management, important trends with its timely,
manufacturing, and more. options they expect. equipment and IT. relevant data.
American Trucker MARKET
DATA
REFRIGERATED,
LIQUID AND DRY
THE OEM’S
PERSPECTIVE
RELEVANT
NEWS
Marketplace of Truck BULK INSIGHTS from the FROM
Pg. 24 Blue Book, from titles that pages of THE AUTO
Pg. 33 a wealth have covered Trailer/Body- INDUSTRY
of pricing regulations, Builders, the from Ward’s
information technologi- only magazine Automotive
on used cal devel- serving the Group, a
trucks. This opments, specific needs global leader
data helps logistics of those who in auto news
us provide management, produce and and analysis,
unique insights into the market and hazardous sell commercial truck bodies, including trucking data,
cation forces impacting your clients. materials for many decades. trailers, and equipment. headlines and trends.
A Penton Media Publi
2 3

3. market
The Opportunity is Clear A Diverse Market with Diverse Needs
Trucking operations of one to four vehicles make The commercial-vehicle market is a collection of
up nearly three quarters of the commercial-trucking more than 11 million vehicles — trucks, tractors, and
market, and American Trucker’s reach reflects this. trailers — of all types and sizes, from light- to heavy-
There’s no other editorial-based magazine meeting duty, serving all segments of the nation's economy.
a true reflection the information needs of this huge market, making
of the used
*Operations with at least one Class 3-8 truck; excludes bus-only and trailer-only operations
American Trucker your premier avenue for outreach Note: Light-duty count reflects commercial-only usage; no mixed-use or personal-use vehicles.
to this audience.
truck buying
Sources: U.S. Dept. of Commerce Truck Inventory and Use Survey, U.S. Dept. of Transportation,
Commercial Motor Vehicle Consulting, American Trucking Assns., National Private Truck Council,
Martin Labbe Associates, FLEET OWNER Composite Database
market
Commercial Trucks
7.85 Million Commercial
(Class 3-8)
Trucking Operations*
Heavy-Duty
Class 8 For-Hire Private 773,000
Over 33,000 lb. 0.94 Million 1.14 Million
2.08 Million
GVW
189,600 583,500
Class 7 Private
For-Hire
26,001 - 33,000
Carriers Fleets
lb. GVW
Medium-Duty For-Hire Private
1.08 Million 122,800 957,200
Class 6
19,501 - 26,000 1-4 Vehicles 5+ Vehicles 5+ Vehicles 1-4 Vehicles
lb. GVW 148,200
American Trucker’s audience mirrors the make-up of the used truck and trailer-operating commu- 41,400
187,100 396,400
Class 5
nity. This market reaches across industry lines, across state lines, and across traditional lines of the 16,001 - 19,500
lb. GVW
trucking industry. 211,600
Trucks
1.06 Million
Trucks
2.61 Million
Trucks
871,200
Trucks
Midrange Class 4 For-Hire Private
1.59 Million
14,001 - 16,000 194,300 1.4 Million
The market is much bigger than just over-the-road lb. GVW 5+ Vehicles
228,500 Fleets
trucks and trailers. Buyers of trucks, trailers, parts Class 3
3.67 Million Trucks
10,001 - 14,000
and services are present in industries that touch all lb. GVW Commercial
parts of the economy. 1.27 Million (Class 3-8)
Trucks
3.48 Million
Trucks
Light-Duty Class 1-2 For-Hire Private
Trucks
3.1 Million Under 10,000 lb. 176,700 2.92 Million
4.75 Million
Construction & contractors General freight GVW
As the premier magazine
Commercial
serving the used truck and On-Highway Trailers For-Hire Private
For-Hire
176,700
(only) Private
3.5 Million 3.5 Million 1.94 Million 1.56 Million Light-Duty 2.92 Million
trailer marketplace, Ameri- Trucks
3.1 Million Trucks
can Trucker reaches out to Total Commercial
anyone who buys, services,
1-4 5+ Total Commercial 5+ Vehicles 1-4
Vehicles Vehicles Vehicles Trucks 2.34 Vehicles
11.35 Million
maintains, and repairs used
0 176,700 7.85 Million Million 584,300
Concrete, asphalt & aggregate Local delivery Refuse & recycling trucks and trailers.
Vehicle Population
# of % Total % Total % Total %
BUSINESS OF TRUCKING: GROWTH
Fleet Size Fleets Fleets Trucks Trucks Trailers Trailers Vehicles Vehicles
Pg. 20
June 2010
1-4 544,501 70.44% 1,095,860 13.96% 436,800 12.48% 1,532,250 13.50%
5 - 20 174,543 22.58% 2,152,470 27.42% 607,600 17.36% 2,758,050 24.30%
The Guide To Used Trucks, Equipment and Maintenance Total: 1 - 20 719,044 93.02% 3,248,330 41.38% 1,044,400 29.84% 4,290,300 37.80%
Road construction & repair Government & utilities Farming & agriculture
21 - 50 36,486 4.72% 1,281,905 16.33% 432,600 12.36% 1,713,850 15.10%
51 - 99 11,363 1.47% 806,980 10.28% 384,650 10.99% 1,191,750 10.50%
100 - 499 4,947 0.64% 829,745 10.57% 460,950 13.17% 1,290,495 11.37%
500 - 999 928 0.12% 596,600 7.60% 357,000 10.20% 954,535 8.41%
Swap, fix 1000+ 309 0.04% 1,086,440 13.84% 820,750 23.45% 1,907,935 16.81%
Towing & recovery Railroads & shipping ports Landscaping & snow removal
or sell Pg. 24
Also:
Grand Total 773,000 100.00% 7,850,000 100.00% 3,500,000 100.00% 11,350,000 100.00%
American Trucker
Marketplace Pg. 33
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4. circulation
The People Behind the Numbers
To American Trucker, our readers aren’t just numbers. They’re the people
who make this industry thrive, and we strive to maintain an interactive
laser-focused relationship with each reader.
to reach
your
We regularly feature columns and letters from actual working truckers and
managers. And our editors are frequently “in the field” meeting American
Trucker readers – your customers – to keep a pulse on the industry: what
they’re buying, what issues are affecting them today and what they’re con-
cerned about tomorrow.
customers This consistent, personal input helps American Trucker stay on the cutting
edge, ensuring thorough readership as well as considerable pass-along reach.
BONUS REACH:
American Trucker delivers a circulation unmatched by any other publication. We target decision
Trade Shows & Conferences
Your advertising in American Trucker will earn significant bo-
makers in a cross-section of businesses that purchase used trucks and trailers, as well as the parts,
nus distribution at many major trucking events throughout 2011.
equipment and services to keep them running.
We’ll distribute American Trucker at events such as Heavy Duty
Each month, American Trucker mails to 150,000 subscribers, which represents a true composite of
Aftermarket Week, Mid-America Trucking Show, American
today’s used truck buying market.
Truck Dealers convention, and many other can’t-miss venues.
See our EDITORIAL CALENDAR (page 11) for dates!
This circulation consists of traditional readers of American Trucker, and Fleet Owner’s FleetSeek
data helps us fine-tune the mix to ensure we’re delivering the most desirable audience for your ad-
vertising message.
Who reads American Trucker?
In addition, we have formed relationships with major associations, industry events, and other enti-
Our circulation mix is a true reflection of who is buying
ties to ensure that American Trucker’s circulation is an accurate representation of the market and
used trucks, trailers and equipment today.
provides the industry’s best targeting of your customers.
COMPANY TYPE INDUSTRY
Vocational & Over the Road
Independent Owners* 43% Trucking 40%
TRUCKING INSIGHTS: YOUR PAY COUNTS
Pg. 6
For-Hire
February 2010
Fleets 28% Private Contractors 24% Other 32%
Fleets 29%
The Guide To Used Trucks, Equipment and Maintenance
Government & Utility 4%
We’ll get your message to independent
entrepreneurs as well as fleet managers.
2004 vs. 2007 vs. 2010 Our readers reflect the mix of the market...
PICK YOUR Pg. 18
Also: The New
* Includes over-the-road owner-operators plus owners of non-trucking
companies who own trucks and trailers. wherever used trucks are bought, we’re there.
ENGINE American Trucker
Marketplace Pg. 25
CENTRAL
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5. editorial
The American Trucker Departments
editorial staff consists Every month, American Trucker brings its audience of used truck and
of the most respected trailer buyers a full editorial menu designed to help them run their
trucks and trucking businesses. Surrounding timely cover and feature
journalists in the field.
providing the
stories, our readers find:
Jim Mele - Editorial Director
The Business of Trucking – well-known small-fleet consultant Tim
knowledge
Nationally recognized
journalist, author and Brady offers straight-ahead, practical advice on how to build a profit-
editor, joined Fleet able trucking operation.
your business
Owner in 1986 with
needs
over a dozen years’
Parts & Services – trucking’s most experienced editors report on new
experience covering
transportation as a newspaper products, tools, services and everything else readers need to keep
reporter and magazine staff writer. their trucks running.
Winner of an ASBPE National
Award for signed editorials and a Shop Talk – a monthly case study
Jesse H. Neal Award. highlighting a specific mainte-
nance problem and one trucker’s
Sean Kilcarr - Editor solution.
A feature writer and
columnist, Kilcarr
has been a truck- Focus On... – an in-depth look at
The trucking business has found itself on quite a roller coaster ride of late, with more than a few ing journalist for 15 the components critical to well-
sickening lurches followed up in many cases with surprising spikes in demand. One thing’s for years. Specializes in running trucks and trailers.
sure, though: the ride ahead isn’t going to get any smoother – not by a long shot – as all sorts of light- and medium-duty
truck operations and logistics, and Trucks at Work – every month a
changes lurk on the industry’s near horizon. well-known for being a fixture on
profile of a different vocational
the SIRIUS radio network program
fleet and how it uses its trucks.
That’s why we at American Trucker continue to focus on giving our readers information on every- “The Loading Dock.” Winner of a
Jesse H. Neal and multiple ASBPE
thing they need – from equipment, parts, maintenance services, and business tactics – to pull ahead Awards for editorial excellence. Green Trucking – a round-up of
of their competitors while getting more efficient and profitable at the same time. news and new products to help
Dan Zeis - Senior Art Director truckers with growing environ-
Your products and services play a big role in that effort as well, which is why you’ll find us try- Has overall respon- mental concerns and responsibilities.
sibility for design of
ing to fill each and every issue of American Trucker chock full of all kinds of useful insights, from American Trucker.
choosing the right tires and engine oils to stretching parts dollars safely and sensibly. Winner of seven na- Tire Rack – tips and informa-
tional ASBPE Awards tion on getting the most out of
for design, as well as a trucker’s major investment in
We still believe that, with the right information, any fleet can succeed, and it’s our mission to be that an international TABBIE for design tires and wheels.
knowledge source for those who rely on used equipment. So with your help we’re going to keep and a Jesse H. Neal Award.
packing a lot of good stuff in every issue of American Trucker – and we invite you to stick with us Tech in Trucking – from new
on what’s sure to be a still-bumpy ride in the months ahead. Contributing Editors software to onboard electron-
Tim Brady ics, the latest high-tech tools to
BUSINESS OF TRUCKING: MOBILE OFFICE David Cullen
Pg. 14
help keep trucks moving and mak-
Wendy Leavitt
ing money.
July 2010
Deborah McGuffie-Schyhol
Kevin Rohlwing
The Guide To Used Trucks, Equipment and Maintenance Bruce Sauer Readers’ Rigs – a chance to show
Sean Kilcarr, Editor
Tires: Brian Straight
Rick Weber
off all that pride and polish for
truckers who invest a lot of time
10 things you Charles Wilson
and money in keeping their
should know Pg. 18 trucks looking good.
Also:
American Trucker
Marketplace Pg. 25
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6. marketplace
2011 EDITORIAL CALENDAR
a vibrant
forum for COVER STORY
BONUS CLOSING
buyers
FOCUS ON... WORK SITE DISTRIBUTION DATES
JAN Trucking in 2011 Flatbed Trailers Petroleum
HDAW – January 18-19
Las Vegas, NV
SPACE: Dec 5
MTRL: Dec 10
& sellers FEB 2010 Engine Report Card NTEA – March 8-10 SPACE: Jan 5
Fifth Wheels Leasing Indianapolis, IN MTRL: Jan 10
TMC - February 8-11
Tampa, FL
MAR Remanufactured Parts Lighting Recycling
Mid-America Trucking
Show – March 31-April 2
SPACE: Feb 5
MTRL: Feb 10
Louisville, KY
APR Managing Maintenance Batteries Construction
NPTC – April 17-19
Cincinnati, OH
SPACE: Mar 5
MTRL: Mar 10
Each issue features the American Trucker Marketplace, which puts buyers and sellers together with
listings from truck, trailer, parts and service companies from across the country.
MAY All Things Trailers Refrigeration Manufacturing
Truck Blue Book Conf. – SPACE: Apr 5
May 17-18, New Orleans, LA MTRL: Apr 10
It’s been the historic core of American Trucker since our inception nearly 30 years ago, helping our Units Great West Truck Show –
June 9-11, Las Vegas, NV
readers find what they need to keep their businesses on the road.
JUN Transmissions: Retreads P&D
SPACE: May 5
MTRL: May 10
The Marketplace is delivered into three editions: East, Central, and West. Manual vs. Automated
This regional focus helps national advertisers tailor their messages and offerings geographically, JUL Managing Parts Aux. Heaters Moving
SPACE: Jun 5
MTRL: Jun 10
while allowing regional businesses to communicate specifically to their target markets. & Storage
TRUCKER.COM AUG Plain or Fancy? Cargo Wholesale
Great American Trucking
Show – August 25-27
SPACE: Jul 5
MTRL: Jul 10
Advertisers in the American Trucker Marketplace are also featured on Trucker.com, Securement Delivery Dallas, TX
with all their for-sale inventory featured in our online marketplace. Trucker.com
empowers them to broaden their sales prospects by adding vehicles not SEP Acing Inspections Coolants Field Service
National Trailer Dealers
Association –
SPACE: Aug 5
MTRL: Aug 10
October 2011
featured in print due to deadline or space restrictions.
OCT Picking the Right Tire Onboard Tire Municipal
ATA Conference &
Exhibition –
SPACE: Sep 5
MTRL: Sep 10
THE BUSINESS OF TRUCKING: HIRING THE BEST October 2011
Pg. 26
Inflation
October 2009
The Guide To Used Trucks, Equipment and Maintenance
NOV Driver Comforts Wheels Food
Used Truck Association
Conference –
SPACE: Oct 5
MTRL: Oct 10
Distribution November 2011
DEC Engine Oil Options Oil Filters Heavy Hauling
SPACE: Nov 5
MTRL: Nov 10
Construction Trucks: ALSO EVERY MONTH: The Business of Trucking • Parts & Services • Shop Talk • Tire Rack • Readers’ Rigs
Maintenance101 Also: The New
Pg. 20
American Trucker
Marketplace Pg. 33
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