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Media Kit 2019
Reach the heavy construction market
July 2018Rental Report: How rental companies large and small are eliminating contractor pain points.
May 2018Contractor of the Year: Don and Rae Peters of Solid Earth Civil Constructors receive Equipment World’s top honor.
January 20182017 Year in Review: The top news and newsmakers of an exceptional year in construction.
June 2018Special Report: Death by Trench. The business and human costs of trench collapse fatalities.
October 2018Equipment World Spec Guide & Yearbook: Details on more than 40 different machine types, plus a look at what’s been introduced this year.
A Supplement to Equipment World Magazine
equipmentworld.com | October 2018
Air Compressors
Paving Equipment
Directional DrillsOff-Highw
ay Trucks Lasers/GPS
ScrMotor Graders
Crawler Dozers
Whders/Toolcarriers
ExcavatorsBackhoe Loaders
eers/Compact Loaders
Hamm
ers/Breakers
• Hammers/Breakers• Skid Steers/Compact Loaders• Backhoe Loaders• Excavators
• Wheel Loaders/Toolcarriers• Crawler Dozers• Scrapers/Motor Graders• Lasers/GPS
• Off-Highway Trucks• Trenchers/Directional Drills• Paving Equipment• Air Compressors
MORE THAN 40 DIFFERENTMACHINE TYPES ORGANIZED BY SIZE
2018-2019
spec guide
&yearbook
2019 Equipment World Media Kit 3
What’s your win? It’s one of the most important questions we ask our clients. These pages showcase construction’s best-in-class channels, data and tools, but it’s your needs that drive planning and activate the value of what we have to offer.
Award-winning Equipment World, the construction professionals’ standard bearer for nearly three decades, reaches your audience on several platforms. EDA provides business intelligence and equipment data to better inform decisions. Professional Services integrates EDA with your CRM or marketing automation to improve strategy and execution. And our digital marketing group can micro-target prospects down to equipment or brands used.
We’ve made it our mission to anticipate what our clients might need, such as finding new ways to target, engage prospects, optimize lead generation and, with the acquisition of Smart Rhino Labs, support post-campaign technician recruiting needs.
But our greatest value is the ability to develop customized plans based on your pain points, specific target and what you define as your “win.” What’s your win?
Scott Miller, SVP of Sales, Randall-Reilly
Table of Contents
The Randall-Reilly
Construction Audience....................................4
Equipment World
Audience Overview ...................................... 5-7
Move Prospects From
Consideration to Purchase .......................8-9
The Deepest Bench
Strength in Construction ............................. 10
Unmatched Audience Insights .................11
The Power of Data in
Digital Marketing ......................................12-13
2019 Editorial Calendar..........................14-15
2019 Print Production Schedule ...............15
2019 Print Specs + Rates .....................16-17
Equipment World Staff ............................18-19
4
The Randall-Reilly Construction AudienceWhether your objective is lead generation, account growth or retention, our proprietary
EDA database provides the largest audience and insights available anywhere.
7.1MMTOTAL B2B CONTACTS
611.8KHEAVY
CONSTRUCTION
49.8KAGGREGATES
341.9KROAD
CONSTRUCTION
111KGENERAL BUILDING
48.3KOTHER
9.4KGOVERNMENT
888.9KCONSTRUCTION CONTACTS
*Audience data powered by EDA.
2019 Equipment World Media Kit 5
Equipment World Audience Overview
Our audience consists of decision-makers in the construction segments that matter most to marketers. They respond to a variety of platforms – making Equipment World an invaluable marketing channel.
The Randall-Reilly Construction Audience
Source: Equipment World Connectivity Study
5%
Commercial building construction
Roadbuilding, paving, grading, bridge work
Other
Vocational trucks (dumps, mixers) or material hauling
6%
14%11 %
38% Excavation, site preparation
20%
Utilities
1% Demolition
5%
Specialty contracting
Primary Business
Position Held
Upper Management
71%Middle
Management16%
Equipment Staff5%
Other 8%
Top 5 Ways of Getting Industry NewsPrinted
magazines71%
Emailnewsletters
11%Digital
magazines8%
Manufacturer/Dealer
websites 5%
Meetings/trade shows
2%
6
Equipment World Audience Overview
According to EDA data, Equipment World subscribers have purchased nearly $23 billion worth of equipment since 2012.
Analysis performed by EDA of the top 20 equipment categories financed by Equipment World subscribers since 2012. This analysis includes sale and lease transactions for new equipment only.
Top 20 Equipment Categories financed by Equipment World recipients
Equipment Count Estimated Equipment Value
Exca
vato
rs
Skid
Ste
er L
oade
rs
Clas
s 8
Truc
ks
Whe
el L
oade
rs
Craw
lers
Indu
stria
l Tra
ctor
s
Util
ity T
ract
ors
Com
pact
ors
Pavi
ng E
quip
men
t
Tren
cher
s
Off
-Roa
d Tr
ucks
Aeria
l Lift
s
Clas
s 7
Truc
ks
Crus
hing
, Scr
eeni
ng,
Mix
ing
Rou
gh T
erra
in
Fork
lifts
Dril
ls
Gra
ders
Cran
es
Engi
nes,
Gen
erat
ors,
Li
ght P
lant
s
Air C
ompr
esso
rs
36,590 25,738 11,393 9,668 8,890 6,916 6,645 5,324 5,128 4,410 3,321 2,658 2,480 2,048 1,468 1,463 1,230 1,195 1,154 1,059
$7,545,315,365
$558
,107,
767
$1,6
48,9
04,4
66
$1,6
53,3
35,11
9
$2,7
45,7
32,10
7
$1,6
93,7
79,9
06
$790
,444
,694
$337
,439
,892
$299
,124,
257
$2,2
15,0
96,18
4
$90,
354,
000
$317
,556
,726
$404
,908
,820
$153
,665
,395
$66,
792,
270
$366
,773
,057
$1,2
69,8
27,4
87
$24,
276,
000
$22,
116,
600
$680
,540
,220
2019 Equipment World Media Kit 7
Source: 2017 Equipment World Reader Profile
Our recipients use a range of sources for evaluating purchases, making EW an indispensable marketing channel.
Articles in print construction magazines ....................................................57%
Internet research .............................................................................................53%
Articles on construction magazine websites ........................................... 45%
Visit from supplier sales reps or dealers ................................................... 40%
Input from equipment operators ..................................................................37%
Advertisements in print construction magazines.................................... 29%
Attended a dealer event Industry trade shows or conferences ............ 27%
Email newsletters from construction magazines .................................... 26%
Advertisements on construction magazine websites ............................ 23%
Input from technicians .................................................................................. 23%
Direct mail from suppliers or dealers ..........................................................16%
Email promotions from suppliers or dealers .............................................15%
Other ......................................................................................................................1%
None of the above ............................................................................................. 7%
Which of the following have you used in the last 6 months to help you evaluate or select equipment, products or services for your company? (Check all that apply.)
8
Move Prospects From Consideration to Purchase
Moving a prospect from consideration to purchase requires targeting and multiple touches to create engagement. Across print, web, email, newsletters, social media and ad networks, Equipment World’s multi-channel engagement tactics can be leveraged to accelerate your prospects’ decision-making process.
*All counts current as of June 2018
For detailed Equipment World audience information, download Equipment World’s latest audit report at http://www.randallreilly.com/audit/
ConstructionContacts
889K
Equipment World Magazine
Recipients214K
Equipment World Website Monthly Unique Visitors
194K
Equipment World Newsletter
Subscribers48K
Construction Emails 397K
AdNetwork
1.5MMMonthly
Mobile Visits161K
Social Followers125K
2019 Equipment World Media Kit 9
Print214K Annual ReachEquipment World magazine is the preferred medium of our vast construction audience. The addition of pre-qualified recipients identified quarterly from our proprietary EDA database ensures your marketing will reach a continually expanding base of qualified buyers, with editorial content customized to their interests.
Website 194K Unique Monthly VisitsWhen it comes to staying on top of up-to-the-minute industry news, business tips and the latest technology, contractors turn to EquipmentWorld.com. The immediacy of this content provides opportunities to continually engage with your target audience, support conversion-based campaigns, and drive traffic to your website.
Newsletters48K RecipientsEquipment World’s daily email newsletter targets an exceptionally engaged audience, offering easily digested news, industry thought pieces, and a way to reach your targeted prospects.
BetterRoads serves the information needs of construction contractors and government agencies involved in Federal, State, County, City and Township. This includes highway, road and bridge construction, winter maintenance, roadside and vegetation management and other highway-related projects.
10K+ RecipientsEquipment World’s Big Iron Dealer weekly email newsletter and department puts your message in front of dealers and rental houses that sell, rent, lease and service all types of new and used construction equipment.
Channel selection matters. Neuroscience has shown that print or paper-based reading is associated with stronger transfer to long-term memory, recall and overall comprehension. Research conducted over a span of eight years strongly supports how print boosts digital performance across several key attributes, making print an important part of the mix.
Brand Awareness
Brand Favorability
Brand Purchase Intent
Source: Milward Brown Digital, 2007-2015
Average Brand Lift Online vs. Online + Print
Online + PrintOnline
10%
4% 4% 4%
10%11%
10
The Deepest Bench Strength in Construction
Your guide to profitable production
aggman.com
For more than 20 years, Aggregates Manager and its website, AggMan.com, have provided aggregate producers with insight into production, business and equipment issues.
The leading information source for the landscaping industry
totallandscapecare.com
This go-to landscaping resource gives landscapers the latest in design, maintenance and management ideas, in addition to delving into product information and industry news.
Devoted to vocational trucks Classes 3-6
hardworkingtrucks.com
The daily Hard Working Trucks newsletter delves into news and reviews of pickups and medium-duty work trucks. In addition to covering the latest from truck manufacturers, the site covers a variety of vocational truck accessories and components.
Top Bid delivers reliable equipment values
topbid.com
Top Bid’s auction results and Serial Number Guide are highly standardized and verified. Top Bid double checks all auction listings to ensure the model number, serial number and year of manufacture agree.
With Equipment World and its sister brands, Randall-Reilly has the deepest bench strength in construction. These platforms provide critical information to contractor professionals, as well as a highly targeted means for marketers to reach them.
2019 Equipment World Media Kit 11
Unmatched Audience Insights
Randall-Reilly’s EDA can help you transform the way you look at sales and marketing
Data-driven Intelligence on Nearly 1 Million Construction Equipment Buyers*
Target qualified sales and service prospects
Anticipate purchasing cycles
Assess competitor market share
See growth trends/emerging markets
Guide strategic planning
Integrate EDA data directly in your CRM
Integrate EDA’s custom segments into your marketing automation tool
See The Power of Data in Digital Marketing section to learn more about how our digital services group uses EDA data to micro-target prospects down to equipment or brands used.
Ask your Randall-Reilly sales representative for a demonstration of how EDA can power your marketing efforts or schedule a demo today at info.randallreilly.com/eda-demo-request.
*Includes construction equipment, logging equipment and utility tractors financed Jan. 1, 2011 through June 30, 2018.
Proven Equipment
BuyersEDA collects data from all 50 states on buyers that finance new and used construction equipment. Our insights are gleaned from many sources including UCC-1 forms, which creditors file to give notice that they have an interest in the person or property of a debtor.
BY RANDALL-REILLY
12
The Power of Data in Digital Marketing
Our in-house digital services group is staffed by over 100 certified professionals who individually manage search, display, social, native, aggregator and video/radio channels. Their most potent assets are the proprietary audience data amassed from our brands and EDA, which provides exclusive insights into equipment ownership, brand preferences and propensity to buy used or new. This data can be matched with Google and Facebook audiences to create your custom audience list, so your campaigns reach your specific target.
As a Google Premier Partner, we are among the first to have access to Google beta products, as well as continual updates on late-breaking insights, best-in-class practices and exclusive briefings.
Our audiences built by data can be targeted through multi-channel campaigns.
2019 Equipment World Media Kit 13
Your Specific Construction Target
Average Age of Equipment
State ofGeorgia
Heavy Equipment Owner
Used Equipment Preference
10+ Pieces of Equipment
General HeavyEquipment Target
5+
14
2019 Editorial Calendar
January February March April May June July August Spec Guide September October November December
Cover (includes Machine Matters)
Skid steers Excavators Compact track loaders Wheel loaders Contractor of
the Year Dozers Artics Backhoes
2019 Spec Guide &
Yearbook (Breakers,
skid steers, excavators, backhoes,
wheel loaders, dozers,
trenchers, directional drills
and much more)
Directional drills
Compact excavators Heavy trucks
AEMP Technician of the Year
Attachments Earthmoving attachments
Landscaping attachments Lifting attachments Landclearing
attachments
Cleanup/ snow removal attachments
Asphalt/ Concrete attachments
Excavator attachments
Skid Steer Attachments
QuickData Telehandlers Dozers Double-drum compactors Trenchers Skid steers Compact excavators Excavators Wheel loaders Backhoes Compact track
loaders Artics
Management/Maintenance
Lubrication principles
Mastering DEF management
Greasing basics and precautions
Fastener extraction techniques
Rental report Rubber tracksSpill containment and contamination control
Used equipment Report Tires Service
trucksUndercarriage wear
5 steps to eliminate machine failure
Website coverage World of Concrete The Rental Show
• Work Truck Show• AEMP
Management Conference
American Public Works Show
• ICUEE • AEMP
Equipment Shift Conference
SEMA Show
Side-by-Side 2D v 3D machine control CTLs v skid steers Pickups vs.
ATVs
Road Works Concrete paving
Drones in road construction Compaction Asphalt pavers Better sub
basesCurb and gutter machines
Paving machine automation/ autonomy
Work zone safety
Road and bridge repair Road recycling
Better Bridges Accelerated bridge construction
2019 bridge inventory
Technology (the latest in construction technology)
x x x Jobsite technology
Machine technology
Personal technology x x x x x x
Safety Watch x x x x x x x x x x x x
Heavy Trucks (new products, news and trends)
x x x x x x x x
ProPickup x x x x x x
Jan./Feb./Mar.: Attachments July/Aug./Sept.: Maintenance
April/May/June: Technology Oct./Nov./Dec.: Compact Equipment
Perfect Circ:
2019 Equipment World Media Kit 15
2019 Editorial CalendarISSUE Ad Close Date Creative Due
January 11/26/18 12/5/18
February 12/28/18 1/9/19
March 1/25/19 2/6/19
April 2/28/19 3/11/19
May 3/26/19 4/4/19
June 5/2/19 5/13/19
July 5/28/19 6/6/19
August 6/28/19 7/10/19
Spec GuideSeptember 7/12/19 7/23/19
September 8/1/19 8/12/19
October 8/28/19 9/9/19
November 10/1/19 10/10/19
December 10/28/19 11/6/19
2019 Print Production Schedule
January February March April May June July August Spec Guide September October November December
Cover (includes Machine Matters)
Skid steers Excavators Compact track loaders Wheel loaders Contractor of
the Year Dozers Artics Backhoes
2019 Spec Guide &
Yearbook (Breakers,
skid steers, excavators, backhoes,
wheel loaders, dozers,
trenchers, directional drills
and much more)
Directional drills
Compact excavators Heavy trucks
AEMP Technician of the Year
Attachments Earthmoving attachments
Landscaping attachments Lifting attachments Landclearing
attachments
Cleanup/ snow removal attachments
Asphalt/ Concrete attachments
Excavator attachments
Skid Steer Attachments
QuickData Telehandlers Dozers Double-drum compactors Trenchers Skid steers Compact excavators Excavators Wheel loaders Backhoes Compact track
loaders Artics
Management/Maintenance
Lubrication principles
Mastering DEF management
Greasing basics and precautions
Fastener extraction techniques
Rental report Rubber tracksSpill containment and contamination control
Used equipment Report Tires Service
trucksUndercarriage wear
5 steps to eliminate machine failure
Website coverage World of Concrete The Rental Show
• Work Truck Show• AEMP
Management Conference
American Public Works Show
• ICUEE • AEMP
Equipment Shift Conference
SEMA Show
Side-by-Side 2D v 3D machine control CTLs v skid steers Pickups vs.
ATVs
Road Works Concrete paving
Drones in road construction Compaction Asphalt pavers Better sub
basesCurb and gutter machines
Paving machine automation/ autonomy
Work zone safety
Road and bridge repair Road recycling
Better Bridges Accelerated bridge construction
2019 bridge inventory
Technology (the latest in construction technology)
x x x Jobsite technology
Machine technology
Personal technology x x x x x x
Safety Watch x x x x x x x x x x x x
Heavy Trucks (new products, news and trends)
x x x x x x x x
ProPickup x x x x x x
Jan./Feb./Mar.: Attachments July/Aug./Sept.: Maintenance
April/May/June: Technology Oct./Nov./Dec.: Compact Equipment
16
2019 Print Specs
Ad Sizes Ad Size Non-Bleed Ad Size W/Bleed Ad Trim Size
2-Page Spread 15.25” × 10” 16” × 10.75” 15.75” × 10.5”
Full Page 7.375” × 10” 8.125” × 10.75” 7.875” × 10.5”
1/2-Page Spread Horizontal
15.75” × 4.5” 16” × 5.375” N/A
2/3-Page Vertical 4.5” × 9.5” N/A N/A
1/2-Page Island 4.5” × 7.375” N/A N/A
1/2-Page Horizontal 7” × 4.5” N/A N/A
1/3-Page Square 4.5” × 4.5” N/A N/A
1/3-Page Vertical 2.25” × 9.5” N/A N/A
1/3-Page Horizontal 7” × 2.75” N/A N/A
1/4-Page Vertical 3.375” × 4.5” N/A N/A
1/4-Page Horizontal 4.5” × 3.5” N/A N/A
1/4-Page Banner 7” × 2.25” N/A N/A
1/6-Page Vertical 2.25” × 4.5” N/A N/A
1/6-Page Horizontal 4.5” × 2.25” N/A N/A
Media & File Formats File RequirementsThe preferred format for press is High Quality Print PDFs. Include all registration marks, embed images and outline fonts. PDFs must contain only 4-color process images (CMYK). Two-page spreads should be prepared as one complete file to ensure proper bleed.
Image RequirementsAll images for ads and special sections should be color-corrected and provided at or above our minimum resolution requirement of 300 dpi.
• Mode: CMYK (convert all RGB and spot colors)
• Format: .tif, .eps or .jpg
If files are prepared improperly and mechanical requirements are not met, Randall-Reilly cannot guarantee the production capability or quality of the ad. All ads submitted should be suitable to print as is. Randall-Reilly cannot be responsible for any errors in content.
Alternate File Formats AcceptedAdobe Native Application Files (.ai, .indd, .psd). Ads created in an unacceptable format cannot be accepted and will need to be resubmitted or recreated.
2019 Equipment World Media Kit 17
2019 Print Specs + Rates
Cover Positions
Rate includes four-color process — not subject to volume discounts beyond the 12-time rate.
Premium Positions
• Cover 2 Spread: Plus 20%
• Back Cover: Plus 20%
• Other Required Positioning: Plus 10%
Premium Positions & Inserts
Contact your sales representative for more information.
Color Fees
Rates include the standard four-color process. Matched fifth PMS color $750.
Production & Handling Charges
Production charges will be billed at a non-commissionable rate.
• Ad Design: $140 - $360
• Redesign/Resize: $75 - $165
• Text Changes: $30 - Up
• Photo Scans: $50 - Up
• Duplicate Digital Files: $30
Run of Book Advertising Rates*
*All Rates are Gross, Four-Color
Four-Color Rates 1X 3X 6X 24K
2-Page Spread $28,119 $27,568 $27,017 $26,476
Full Page $18,784 $18,416 $18,055 $17,694
2/3-Page Vertical $15,116 $14,819 $14,529 $14,238
1/2-Island $12,210 $11,721 $11,253 $10,802
1/2-Page Horizontal $9,392 $9,016 $8,656 $8,310
1/2-Page Vertical $9,392 $9,016 $8,656 $8,310
1/3-Page Vertical $6,199 $5,951 $5,713 $5,484
1/4-Page Horizontal $4,696 $4,508 $4,328 $4,155
1/4-Page Vertical $4,696 $4,508 $4,328 $4,155
18
Equipment World’s Staff
Going the extra mile.Equipment World’s mission is to provide thought-provoking perspectives and deep analysis of the issues affecting the construction industry. Our team of professional journalists is committed to creating the engaging, focused and trusted editorial content that will help construction professionals manage their businesses.
Senior EditorJoy Powell800-633-5953 x [email protected]
Editorial DirectorMarcia Gruver Doyle800-633-5953 [email protected]@EWEditor
Online Editor Wayne Grayson800-633-5953 [email protected]@Equipment_World
Executive EditorTom Jackson800-633-5953 [email protected]@Tier4Tom
Marcia Gruver Doyle is the editorial director of the Construction Division of Randall-Reilly. She’s been reporting on construction for more than 30 years, and has been the chief editor of Equipment World since it was launched in 1989. Marcia is a graduate of Greenville University in Greenville, Illinois.
Wayne Grayson is the online editor for Equipment World. He keeps the website fresh with news and opinions and manages the publication’s social media accounts. A graduate of The University of Alabama, Wayne is one of the magazine’s lead technical writers.
Tom Jackson is the executive editor for Equipment World magazine. He has been writing about construction and related markets for 26 years. A graduate of The University of Alabama, Tom is also an Army veteran.
Joy Powell joined Randall-Reilly as Senior Editor for Equipment World in October 2017. Her stories and photos on a variety of topics have been published around the world. She holds a bachelor’s degree in journalism from the University of Minnesota.
Managing EditorDon McLoud800-633-5953 [email protected]
Don McLoud manages the monthly magazine production and serves as Data Editor for the Equipment World Spec Guide. He was a newspaper journalist for 25 years after graduating from Wake Forest University in Winston-Salem, North Carolina.
2019 Equipment World Media Kit 19
Equipment World’s Staff
Mike Reilly Chairman Emeritus
Brent Reilly President & CEO
Shane Elmore COO
Kim Fieldbinder CFO
Linda Longton SVP Editorial & Research
Robert Lake SVP Acquisitions
& Business Development
Scott Miller SVP Sales
Prescott Shibles SVP Data
Nick Reid SVP Digital Services
Stacy McCants VP Events
Julie Arsenault VP Marketing
Find Equipment World online: equipmentworld.com
facebook.com/EquipmentWorld
twitter.com/Equipment_World
youtube.com/EquipmentWorld
Equipment World Magazine
pinterest.com/EquipmentWorld
Seth has significant experience in marketing, recruiting and transportation. His career highlights include director of recruiting at Knight Transportation and enrollment manager at University of Phoenix. Seth has a Bachelor’s Degree in marketing from Northern Arizona University and an MBA from University of Phoenix.
Vice President, Strategic Accounts Michael Newman800-633-5953 [email protected]
Director Of Media Sales Seth Becker 800-633-5953 [email protected]
During his 20-year career with Randall-Reilly, Michael has been instrumental in the development of the company’s digital initiatives. He served as director of web development, director of digital services for construction and construction national accounts executive.
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