The Distribution Network Connection 2012 MEDIA PLANNER.

Transcription

1 Professional Distributor The Distribution Network Connection 2012 MEDIA PLANNER

2 REACHING THE TOOL & EQUIPMENT DISTRIBUTION CHANNEL Professional Distributor is the only magazine serving the automotive tool and equipment distribution channel with best practices and the latest product information. Professional Distributor helps mobile tool distributors determine the right inventory to stock on the truck and how to effectively run their business. Mobile tool distributors have two primary concerns: Having the right inventory of tools & equipment on the truck to maximize sales, and Keeping abreast of the latest sales principals to be more effective sale people.* Professional Distributor answers to these issues every month with our Feature Tool Distributor Profile, Driving Sales editorial, and new product section. Understanding the complexity of tools & equipment is essential information for mobile tool distributors to improve sales skills. Professional Distributor s In Focus articles arm the mobile with the key information on your products to make them a far more effective sales person when the tech asks about your product. Pressure mounts annually to participate in flyer programs. Mobile tool distributors use flyers to hand out on their route as a sales aid. Flyers are not what they pick up to read to improve their business skills as a business owner. The must read editorial content of Professional Distributor provides the perfect environment to deliver your branding message to the mobile tool distributor. The mobile tool distributor is an independent business owner with the power to decide what will be stocked on the truck. Building brand equity with the mobile tool distributor audience is essential to your sales success. Professional Distributor and sister publication, Professional Tool & Equipment News are a powerful combination as shops ask PD readers for product information seen in PTEN up to 9x a week. Advertisers use Professional Distributor as an excellent marketing tool for product launches, distributor acquisition, education, branding and push-through sales initiatives. PD is the push in a push/pull marketing strategy. Larry M. Greenberger Group Publisher *2011 PD reader survey. The Business Environment: Mobiles dealers bounced back from the difficult economic times of The outlook for 2012 is positive with 91% of Professional Distributors anticipating positive revenue growth greater than or equal to Do you anticipate 2012 revenue to be:* The Audience: Professional Distributor reaches 12,200 subscribers: Mobile tool distributors Warehouse distributors Glass Fronts selling tools & equipment Capital equipment distributors PBE jobbers/warehouses 68.64% 27.05% 19.67% 18.03% At 77% Mobile Tool Distributors are the primary supplier of tools to the aftermarket. 7.38% 4.92% 3.28% 3.28% 8.20% 5.74% Higher than % Same as % Less than 2011 Cornwell Matco Snap-on Mac Capital Equipment Distributor Warehouse Distributor Independent Mobile Tool Dealer PBE Distributor Glass Front Store Parts Store Other The Franchise: Clearly an entrepreneur with nearly 87% of mobile tool distributors operating a single truck. 38% of Professional Distributor subscribers report revenue greater than $500,000 per year. Only 26% are operating below $250,000. Not surprisingly, the Professional Distributor subscriber is an astute business person with 81% operating with a 21% or higher profit margin. 8.4% have a margin exceeding 41%.* * 2011 Professional Distributor Reader Study

3 Professional Distributor How Mobile Tool Distributors Utilize PD: If you see a product or company of interest to you what are you more likely to do? (Check all that apply)* 15.92% Circle the reader service # if there is one Call the company 8.57% 36.73% Visit Website 15.51% 13.06% Ask your WD about the product or company Ask your franchise/affiliate if they have the products 10.20% Check in your own catalog to see if your franchise/affiliate carries the product Mobile Tool Distributors go Digital: Use of the internet continues to be a valuable asset for serving customers and learning to be a more effective distributor. 65% 67% 28% 63% use the internet on the truck for selling purposes (i.e., product searches)* have a mobile phone with internet access.* are now searching the internet with their mobile phones for product information while in the shop.* use video demos when with customers.* Video usage is beginning to play an increasingly important role to demonstrate tool usage. This is the first year we asked about the use of and texting as a source of orders. It is very apparent this channel of communication is gaining in popularity with mobiles. The adoption of the Smart Devices will drive this process. Web site stats Do you visit Professional Distributor s website?* 39.67% Have you researched tools & equipment in the Professional Distributor online product guide?* Yes 63.56% No 36.44% 28.10% 20.66% 1.65% 9.92% Daily Weekly Bi-Weekly Monthly Never Have you attended a training webcast in the last year?* Yes 40% No 60% Do you receive the Professional Distributor weekly newsletter? (Mobile Dealer News)* Yes 59.5% No 40.5% The web is a valuable source of information that is being used by the Professional Distributor subscriber. Gains are being seen annually in each of these areas. *2011 Professional Distributor Reader Study

4 2012 EDITORIAL CALENDAR Jan/Feb. Cover Story: Matco Driving Sales: Specialty Tools Bonus Distribution: MATCO April Cover Story: Mobile of the Year Driving Sales: A/C June/July Cover Story: Independent Driving Sales: Diagnostic/Scan Tools Bonus Distribution: ISN Editorial Deadline: 12/22/11 Ad Close: 12/29/11 Materials Deadline: 01/10/11 Planned Mail Date: 02/03/12 Editorial Deadline: 02/22/12 Ad Close: 02/29/12 Materials Deadline: 03/08/12 Planned Mail Date: 04/02/12 Editorial Deadline: 04/24/12 Ad Close: 05/01/12 Materials Deadline: 05/09/12 Planned Mail Date: 06/04/12 March Cover Story: Cornwell Driving Sales: Tool Storage Bonus Distribution: CORNWELL May Cover Story: MAC Driving Sales: Leak Detection Bonus Distribution: TEDA August Cover Story: Cornwell Driving Sales: Power Tools Editorial Deadline: 01/20/12 Ad Close: 01/27/12 Materials Deadline: 02/06/12 Planned Mail Date: 03/01/12 Editorial Deadline: 03/23/12 Ad Close: 03/30/12 Materials Deadline: 04/09/12 Planned Mail Date: 05/02/12 Editorial Deadline: 06/22/12 Ad Close: 06/29/12 Materials Deadline: 07/10/12 Planned Mail Date: 08/02/ Print 1x 6x 10x 18x 24x Spread $9,720 $8,190 $7,205 $6,535 $6,210 FP 5,715 4,815 4,240 3,845 3,655 2/3 5,140 4,375 3,860 3,480 3,285 1/2 3,810 3,210 2,770 2,535 2,435 1/3 2,715 2,270 1,955 1,800 1,735 1/4 2,080 1,770 1,520 1,390 1,330 Black & White Deduct FP $750 2/3 & 1/2 $400 1/3 & 1/4 $300 Gross Pricing

5 September Cover Story: Matco Driving Sales: Electrical Editorial Deadline: 07/25/12 Ad Close: 08/01/12 Materials Deadline: 09/09/12 Planned Mail Date: 09/03/12 October Cover Story: Independent Driving Sales: Hand Tools Bonus Distribution: AAPEX/SEMA Editorial Deadline: 08/23/12 Ad Close: 08/30/12 Materials Deadline: 09/10/12 Planned Mail Date: 10/03/12 Nov/Dec. Cover Story: Mac Driving Sales: Body Shop Bonus Distribution: MAC 2013 Editorial Deadline: 10/22/12 Ad Close: 10/29/12 Materials Deadline: 11/06/12 Planned Mail Date: 12/04/12 Mobile of the Year The Mobile Tool Distributor of the Year is someone who presents a positive image of the mobile tool sales business to their peers, to their customers and to people outside the industry. We will ask the subscribers of Professional Distributor magazine to nominate Tool Distributors based on set criteria. IN EVERY ISSUE: Sales Q&A Distributors will ask PD questions about sales and business help, and PD columnist Phil Sasso will find the answers for them, whether from other mobiles, manufacturers, or business professionals outside the aftermarket. Whether it s on loyalty rewards, skips, contests, rerouting stops, charitable efforts, tote-andpromote or anything else on the business of the truck, Phil will find the answers for our readers each issue. Most Wanted In each issue 10 tools are featured from sister publication PTEN and are culled from the mostrequested tools among recent issues of PTEN to help keep distributors on top of what their customers are asking about. In Focus These product-focused pages offer readers an in-depth look and sales help/pitches on specific tools, with information direct from the tool manufacturers. Multiple In Focus pages in each issue give distributors more tool knowledge and sales ideas on the truck. Two-Page Spread Live: 14 1/4" x 10 1/4" Trim: " x 10 3/4" Bleed: 16 " x 11" Full Page Live: 7 1/4" x 10 1/4" Trim: 7 3/4" x 10 3/4" Bleed: 8" x 11" Two-thirds Page Vertical " x 10" One-half Page Island " x 7 3 8" One-half Page Horizontal 7" x 4 7 8" One-half Page Vertical 3 3 8" x 10" One-third Page Square " x 4 7 8" One-third Page Vertical " x 10" One-fourth Page 3 3 8" x 4 7 8" Print Ready PDF is the preferred File Format. Send materials to: wes@pten.com If file is over 10MB, please upload to Wes Gray at our FTP site:

6 PD INTERACTIVE OPPORTUNITIES VehicleServicePros.com, the official web site of PD, is the single source solution providing a powerful, online resource that helps marketing executives connect with influential customers in the tool & equipment industry. VehicleServicePros.com is the industry s one-stop web site for daily updated industry news, products, and statistical information. The site boasts a resource center with wide-ranging topics and links. Users can log on to VehicleServicePros.com and search through story archives from PD, the nations leading publication serving the tool and equipment distribution channel. Or subscribe to our specific enewsletter delivered directly into subscribers in-boxes. VehicleServicePros.com Opportunities: Display Ads Rotating and fixed ads on home or interior pages can increase exposure to influential customers. Video Network Allows you to get your message out in a unique, highly visible, cost-effective manner. Leaderboard BANNER AD page peel Online Buyer s Guide The industry s most comprehensive list of companies that service this important market. Category sponsorship means your listing is moved to the top of the list. button Webcasts Webcasts are great for sales lead generation and are a direct communication path to talk to your prospects LIVE! Exclusive sponsorship and co-sponsorship opportunities are available. BuyItBranded.com Looking for ways to brand your company. PD now offers marketing and promotional products. Handy pocket clip video skyscraper Why VehicleServicePros.com? Here s why: Connectivity with internet users has gained significant ground within the market place. ROI is more important than ever before. Interactive advertising is now a critical component to your marketing plan. The benefits of an interactive ad campaign include: Reinforcing your print message Increasing your reach and frequency Providing immediate and measurable results Enabling on-line surveys for research and product feedback Directing your customers to a specific location on your website Increasing brand awareness Thousands of vehicle service professionals visit every day!

7 Contextual Ads 1 Month 3 Months 6 Months 12 Months Leaderboard Top $3,460 $2,830 $2,575 $2,275 Leaderboard Bottom 3,124 2,599 2,381 2,082 Skyscraper 160x600 2,830 2,305 2,025 1,840 Medium Rectangle 300x250 Top 3,385 2,775 2,500 2,150 Medium Rectangle 300x250 Bottom 2,950 2,650 2,400 1,950 Button 120x90 1, Web Site Advertising 1 Month 3 Months 6 Months 12 Months Leaderboard Top 3,460 2,830 2,575 2,275 Leaderboard Bottom 3,124 2,599 2,381 2,082 Skyscraper 160x600 2,830 2,305 2,025 1,840 Medium Rectangle 300x250 Top 3,385 2,775 2,500 2,150 Medium Rectangle 300x250 Bottom 2,950 2,650 2,400 1,950 Button 120x90 1, Road Block 4,850 3,965 3,605 3,185 Page Peel 4,150 3,395 3,090 2,730 Welcome Ad 3,385 2,775 2,500 2,150 Expandable Ad Premium 10% 10% 10% 10% Ad Camo 11,250 10,500 9,500 8,825 Weekly Newsletter 1 Month 3 Months 6 Months 12 Months Leaderboard 468x60 1,975 1,575 1,475 1,350 Skyscraper 120x600 1,750 1,475 1,375 1,250 Banner 468x60 1,450 1,250 1,125 1,000 Button 120x120 1,250 1, eproduct Showcase Per Blast 1,995 Webcasts 1X Per Event 15,000 Blasts 1x 3x 6x Full List CPM Partial List CPM Online Product Guide 1 YEAR Per Year Tier 1 6, x60 Rt 300x250 Per Year Tier 2 3,500 Right Skyscraper Per Year Tier Video 595 VIDEO WEEKLY 1 MONTH 3 Months Sponsor Video 700 2,470 2,345 Digital Edition Per Issue Front Cover Advertiser NonAdvertiser 1,750 1,600 1,500 Embedded Video in Ad Customized Video Available and priced per shoot Mobile Apps iphone, Android Available and priced per application Gross Rates Other Digital Opportunities Customized Campaigns No spamming! Our lists are 100% opt in and sponsored exclusively by YOU. eblasts can work to secure instant purchases and help to increase traffic to your website with links embedded in the page. Tablet App The Tablet is a growing platform for audio-visual media including books, periodicals, movies, music, games, and web content, and PD can build a custom Tablet App just for your company. This is a tremendous opportunity to the show your prospects that you are leader in the industry. Market Research Or, what about a customized survey? If you want to find out more about your customers what makes them buy products and services like yours or what prevents them from buying and selling products and services like yours ask PD about conducting a customized survey for you. Interactive Ad Sizes We accept ads in GIF, JPEG and Rich Media formats. Other formats must be tested and approved on a case-by-case basis. Maximum file size Banner 16k animated Gif or Jpeg, 35k rich Media Leaderboard, Sponsorship or Skyscraper 30K Animated GIF or JPEG, 50K Rich Media Button 10K Animated GIF or JPEG, 25K Rich Media Contact us today to find out more about all of the print and digital marketing opportunities that PD has to offer. Sarah Shelstrom, Ext Associate Publisher sarah@pten.com Kylie Hirko, Ext West Sales kylie@pten.com Cortni Jones, Ext East Sales cortni@pten.com Larry Greenberger, Publisher lmg@pten.com (direct) x1640 Jacques Gordon, Editor jacques@pten.com (direct) x1678 Michael Braun, ext Classifieds michael@pten.com Erica Schulz, Managing Editor erica@pten.com (direct) x1630 Ad Materials to: Wes Gray, Media Production Rep 1233 Janesville Avenue Fort Atkinson, WI x1337 Fax:

8 The distribution network connection Janesville Avenue Fort Atkinson, WI 53538