Post on 11-Oct-2020
transcript
Roadridera u s t r a l i a n
t h e r e a l r i d e
Sounds obvious … and it is.
Put simply, we listen to the market, so we are able to create magazines that reflect riders’ values and ideas.
When Australian Road Rider started, it was a humble quarterly.
But we listened, we won readers (while others lost them) and now Road Rider has been the top road-bike magazine in Australia for three years!
The market has turned to Road Rider and now we’d like to take your business on our journey …
PurPose: to reach the sPenders, the sPenders and nothing but the sPenders!
94% male
92% aged 35+
18% professionals (compared to 13% in the population)
17% craftsmen (compared to 9% in the population)
13% senior management (compared to 7% in the population)
35% with incomes over $80K+
39% own their homes outright!
64% have invested extra in superannuation
56% have private health insurance (compared to 37% in the population)
73% have taken a holiday within Australia in the past 12 months
The most popular holiday taken was the weekend/short break — Road Rider readers are 1.5 times more likely than the average person to take short breaks
The second most popular holiday was the action adventure holiday — Road Rider readers are twice as likely to go for these!
46% are planning holidays in the next 12 months
When it comes to hobbies, 23% are into wine, 26%
photography, 58% music, 36% sport, 39% current
affairs, 29% are web heads, 35% are into computers,
35% are into renovation and 52% are into good food
Research by: First Direct Solutions. 2006. “Lifestyle Profile Report”.
so who are these sPenders?
“Solid, Established, Reliable” — fancy marketing terminology for the Road Rider reader!RR
Strategy: Give them what they want and what they need — for the recreation they love.
Road Rider Magazines are: • For people who love bikes and travel • Free of smut and laddish pranks (yawn) • Pragmatic and useful • Full of useful contacts and prices • Able to empower the consumer with information • Building consumer confidence in the industry • Inclusive — we treat all members of the
industry equally • Aspirational and accessible • Comprehensive — the end point on the
research journey • Full of bikes that interest the market • The ABSOLUTE BEST on the market for travel
76% will take off on an all-day or 2-day ride at least once a month
68% will buy bike clothing
62% will buy bike accessories
54% will get a new helmet
52% take their bikes to independent dealers or do their own servicing
48% take their bikes to franchised dealers for servicing
47% will buy gloves
46% will travel
41% will undertake some kind of rider training
34% will get a brand-new motorcycle (and 25% will get a second-hand motorcycle)
33% will get a replacement seat
29% will buy luggage
26% will buy an intercom or communication equipment
72% of Road Rider readers spend $1K–$5K annually on accessories
84% enquire about products or services featured in the magazine!
Research by: Sweeney Research, 2007, “Australian Road Rider Readers Survey”
Some do, some don’t.Magazines are still the best proven way to drive traffic to any business — whether the shopfront is on the street or on the web.
Most consumers use mags and online for different things and there is a generational line in who uses which medium — that’s why we have Roadrider.com.au.
Even if you run an online-only business, you need both media to tell people about what you offer.
It gives us a whole new audience — 77% of the visitors to this site have not read the mag!
So, in other words, if your advertising covers both print and online, you’re sorted — you’ve got both markets.
If you become an advertiser in Road Rider, you are entitled to exceptional rates on Roadrider.com.au
don’t PeoPle research Purchases online these days?
Roadrider.com.au • Complements the mags with news and
interactive features • Over 40,000 page views/month • News updated at least twice a week • Offers events, goss and more
and what are they buying?
In the next 12 months, Road Rider readers will action a lot of the spending in the bike market:
Buying SignalsAdvertising should deliver actual prospects for you to engage with and close. Road Rider readers are busy and “want to know”. Their behavior as customers is: • Making calls/visiting showrooms • Asking “How much…? • Asking “What do you get for…?” • Asking “How long does that take…?”
Targeting your market is more important in the current climate than ever before.
Marketing to the spenders is more important in the current climate than ever before.
By employing a targeted strategy such as we offer in The Road Rider Media Group, you can reduce the cost of your marketing, reduce wasted marketing expenditure and maintain sales.
We offer four media to help you target your market:
and what are they buying?
NOVEMbEr 2013 (No. 96)Aus $7.95* NZ $9.10 (both incl. GSt)
Australian Road Rider the
re
al r
ide
PLUS TWO-UP RIDING TIPS | NEW AUSSIE HELMET TESTED | YAMAHA’S HOT TRIPLEwww.roadrider.com.au
HA
RLEY VS IN
DIA
N | R
IDIN
G TH
E NEW
CH
IEF | HI-TEC
H H
AR
LEYS | F800GSA
| HYPER
STRA
DA
| 10 CO
OL SU
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ER R
IDES
NO
VEMb
ER 2013 (N
O. 96)
PaPua New GuiNeaPerth escaPeMudGee, Nsw
2 triBes GO tO war!
INSIDE motorcyclINg’S
grEatESt rIvalry
charlEy BoormaN
oN JupItEr’S travElS
n oN BoarD harlEy’S hI-tEch tourErS
n WE rIDE thE NEW INDIaNS
HARLEY
INDIANVS
BMW F800GS ADvENTUREMADE FOR AUSTRALIA?
DUcATI HYPERSTRADALOvE THE DIFFERENcE
COOL SUMMERRIDES!10
Road Rider
Monthly
$7.95
Print: 26,000
Total Circ: 16,000
Readership: 57,600
Roadrider.com.au
24/7
Universal Visitors: 15,000/month
Page Views: 40,000/month
81% new audience
ALL-AUSTRALIAN CONTENT & DOUBLE-SIDED AUSSIE POSTER WE
TEST RIDE
HD TWIN CAM
TURBO
OUT OF BOUNDS
TRIUMPH THUNDERBIRD
STORM AND VICTORY
HAMMER S
AUSSIE-BUILT CUSTOMS
n TRIUMPH AMERICA BOBBERn HARLEY-DAVIDSON TwIN CAM TURBO
n HARLEY-DAVIDSON HAND SHIFTER
NEW BIKESTESTED
n KAwASAKI VULCAN NOMADn SUZUKI C50T
n YAMAHA STAR BOLT
PLUS: A DAY IN THE SADDLE | STUFF wE’RE TESTINg | SHOP TALK | ALL THE gOOD gEAR!
HYPER CRUISINGDUCATI DIAVEL
STRADA
www.c
ruiserandtrik
e.com.au 2013 (Vol. 5 No.6)
Aus $7.95*NZ $9.10
(both incl. GST)
Road Rider Cruiser & Trike
THE ONE-STOP NEW-BIKE SHOWROOM
BIKE GUIDE 2013–14
FIND YOUR DREAM BIKE
HERE
Australian RoadRider B
IKE G
UID
E N
o.6
2013
-14 Y
OU
R C
OM
PLE
TE
LY R
EV
ISE
D O
NE
-STO
P N
EW
-BIK
E S
HO
WR
OO
M
COMPLETELY REVISED & CORRECT UP-TO-THE-MINUTE
No. 6AUS $7.50*
NZ $9.10(Both incl. GST)
Roadrideraustralian
BIKES FOR ALL BUDGETS
NEW MODELS n CRUISERS n SUPERSPORTS n TOURING n NAKED
n ADVENTURE TOURING n SPORTS TOURING n SUPERMOTARD n ENDURO n TRAIL n UNDER-250cc ROAD BIKES n SCOOTERS
Road Rider Bike Guide
Bi-monthly
$7.50
Print: 21,000
Total Circ: 14,000
Annual
$7.50
Print: 28,000
Total Circ: 21,000
dont PeoPle research Purchases online these days
benefits to advertisers
1. Target spenders — If you don’t target, you are wasting your money.
2. Focus on prospects — By focusing on real prospects you gain efficiency.
3. Build credibility — Use advertising and editorial space to show your stuff.
4. Build brand — Communicate your own logo, look and brand messages to the market.
5. Build professionalism — Be in the magazine that builds confidence.
6. Gain market share — Get an edge while you can. If you don’t have Harvey Norman’s ad budget, select your niche and act like Harvey Norman in your niche.
7. Save money — Reach the spenders and only the spenders.
8. Save time — Reach the spenders and only the spenders.
9. Reduce waste — There is no point reaching people who aren’t yet committed.
10. Follow the market — We’ve grown because we’re hitting the market, you should follow the market, too.
In short, with The Road Rider Media Group you are getting a cost-effective way to reach the market that matters right now.
Some do, some don’t.
Magazines are still the best proven way to drive traffic to any business — whether the shopfront is on the street or on the web.
Most consumers use mags and online for different things and there is a generational line in who uses which medium — that’s why we have Roadrider.com.au.
Even if you run an online-only business, you need both media to tell people about what you offer.
It gives us a whole new audience — 77% of the visitors to this site have not read the mag!
So, in other words, if your advertising covers both print and online, you’re sorted — you’ve got both markets.
If you become an advertiser in Road Rider, you are entitled to exceptional rates on Roadrider.com.au
the road rider Media grouPadvertising rates
Ad Place Size What Is It How Many Available?
Cost/Month6 Months
Cost/Month12 Months
Leaderboard 729 x 90 px All Pages 1 $650/M $500/MMedium Rectangle
Right Column Above Fold
300 x 250 px All pages 2 $383/M $295/M
Sponsor Banner
Right Column Above Fold
300 x 60 px All pages 2 $214/M $165/M
Promotion Banner
Right Column Above Fold
310 x 50 px All pages 1 $188/M $145/M
Mini Banner Right Column Above Fold
320 x 35 px All pages 1 $124/M $95/M
Medium Rectangle
Right Column Below Fold
300 x 250 px All pages 2 $273/M $210/M
Sponsor Banner
Right Column Below Fold
300 x 60 px All pages 2 $150/M $115/M
Promotion Banner
Right Column Below Fold
310 x 50 px All pages 1 $130/M $100/M
Mini Banner Right Column Below Fold
320 x 35 px All pages 1 $86/M $66/M
Sponsor Banner
Homepage Above fold
300 x 60 px Home Page 2 $128/M $99/M
Promotion Banner
Homepage Above fold
310 x 50 px Home Page 1 $110/M $85/M
Mini Banner Homepage Above fold
320 x 35 px Home Page, and section click through page
1 $71/M $55/M
Sponsor Banner
Homepage Below fold
300 x 60 px Home Page 2 $78/M $60/M
Promotion Banner
Homepage Below fold
310 x 50 px Home Page 1 $65/M $50/M
Mini Banner Homepage Below fold
320 x 35 px Home Page, and section on click through page
1 $65/M $50/M
Magazine 1 Edition 3 Editions 6 Editions 9 Editions 12 EditionsDouble Page Display Ad $3450 $3280 $3120 $2964 $2816Full Page Display Ad $1810 $1730 $1630 $1549 $1470Half Page Ad $1170 $1120 $1070 $1016 $966Third Page Ad $750 $710 $680 $646 $613Quarter Page Ad $630 $600 $570 $542 $515Magazine Special Positions (Subject to availability)
1 Edition 3 Editions 6 Editions 9 Editions 12 Editions
Inside Front Cover Double Page Ad N/a $3772 $3588 $3409 $3238Inside Back Cover Full Page Ad N/a $1900 $1800 $1710 $1630
Outside Back Cover Ad N/a $2000 $1875 $1781 $1692Magazine Retail Directory 1 Edition 3 Editions 6 Editions 9 Editions 12 Editions1/6th Horizontal (2 columns x 56mm) N/a N/a N/a N/a $2301/9th Vertical (1 column x 83mm) N/a N/a N/a N/a $180
Note: All rates are cost per insertion.
Online
Edition Bookings Close Material Due On Sale
Road Rider June #103 Mar 19, 2014 Apr 2, 2014 May 15, 2014
Road Rider July #104 Apr 23, 2014 May 7, 2014 June 19, 2014
Road Rider August Travel YB #105 May 21, 2014 June 4, 2014 July 17, 2014
Road Rider September #106 June 25,2014 July 9, 2014 Aug 21, 2014
Road Rider October #107 July 23,2014 Aug 6, 2014 Sept 18, 2014
Road Rider November Summer Gear #108 Aug 20, 2014 Sept 3, 2014 Oct 16, 2014
Road Rider December #109 Sept 24, 2014 Oct 8, 2014 Nov 20, 2014
Production schedule
australia largest bike Publisher
There is a lot more to an effective magazine than good looks!
An effective magazine is backed by a publishing engine and in the case of Universal Magazines, we have an edge that comes from over 18 years in the bike market.
As Australasia’s largest bike publisher, we have established, and function well in, a number of channels to reach the consumers that our advertisers want:· Newsagents & supermarkets· Bike retail· Direct· Online· Exhibition sales· Controlled circulation· Subscription
Production schedule
Head OfficeUniversal Magazines Pty Ltd ACN 003 026 944Unit 5, 6–8 Byfield St, North Ryde, NSW 2113P: (02) 9805 0399F: (02) 9805 0714
National Sales ManagerJohn ArensP: (02) 9887 0331 M: 0418 324 421E: jarens@universalmagazines.com.au
Advertising Consultant Miriam KeenP: (02) 9887 0604E: mkeen@universalmagazines.com.au
Editor Mick MathesonP: (02) 6373 3377E: gulbarlee@bigpond.com
contacts