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AUGUST
Trucking
Awards and
Recognition
Construction
Custom
Publishing
Telemarketing
ResearchEquipment-based Marketing
Intelligence
Since 1934, Randall Publishing Co. has turned ideasinto enterprises and opportunities into successes.Founded on innovation and entrepreneurialism,Randall Publishing Co. in 2000 was ranked the sixth-fastest-growing publishing company in the nation byFolio magazine.
A multifaceted, multimedia provider of communi-cation solutions, Randall Publishing Co. is led byChairman Dr. Catherine J. Randall, Chief ExecutiveOfficer F. Michael Reilly and Chief OperatingOfficer David Wright. Randall’s success is based onproviding its diverse clientele with superior servicesand unparalleled products.
Woodworking
Randall Publishing Co. • 3200 Rice Mine Rd., NE • Tuscaloosa, AL 35406 • (800) 633-5953
Owner-operators are one of themost dynamic segments of thetrucking industry. Because theyenable carriers to grow their fleetswithout investing in equipment,owner-operators are always indemand.
Population: 153,500* owner-operators, defined as operatorsinvolved in for-hire transporta-tion, where the owner still drives.
Truck ownership: Owner-opera-tors control 234,900* Class 8trucks – nearly 12 percent of theU.S. Class 8 truck population
Business structure:* 67 percentlease their trucks to a larger carrier;33 percent have their own oper-ating authority
*2004 Commercial Motor Vehicle Consulting estimate.
The Owner-Operator Market
Home delivered to
reach owner-operators
and their business
partners/spouses†
For more than 40 years, Overdrive has served theinformation needs of our nation’s owner-operators.Owner-operators depend on Overdrive for thehands-on business information they need to runsuccessful trucking operations.
Overdrive invests heavily in its circulation toensure that owner-operators receive theirfavorite magazine – uninterrupted – eachmonth. This quality circulation also guaranteesyour message reaches its intended audience.Overdrive circulation offers:
90 percent* first-year qualified. Owner-operatorsmove, retire and change their business focus. Our dedicat-ed qualification efforts ensure that Overdrive gets into thehands of the owner-operators you want to reach.
95 percent* direct requested. We don’t just send Overdriveto a list of owner-operators – they’ve personally asked toreceive it.
100,171* qualified recipients. Overdrive has the largest
qualified owner-operator circulation of any trucking publication.
Home delivery. Because Overdrive is home delivered, itreaches the owner-operator and his spouse – who is ofteninvolved in business decisions†.
There are two types of owner-operators: Independents, whohave their own operating author-ity and must find their ownfreight; and leased operators, whooperate under a carrier’s authorityand rely primarily on the carrierto get them loads. High fuelprices and slow freight over thepast few years caused many inde-pendents to lease on to carriers, abusiness practice that offers themgreater financial stability.
Owner-operator
population trends
The owner-operator popula-tion, like the trucking mar-ket, is cyclical. It expandswhen the economy is strong(and carriers need to addcapacity) and contractsslightly when freight slows.
280,000
260,000
240,000
220,000
200,000
180,000
160,000
140,000
1998 1999 2000 2001 2002 2003
2001 2002 2003
75,900
82,900
51,100
102,400
50,400
103,100Types of owner-operators
The Voice of the American Trucker
Source: Commercial Motor Vehicle Consulting
Source: Commercial Motor Vehicle Consulting
Independent
Leased
Independent
Leased
*June 2004 BPA statement.† Publisher’s own data. Delivered to home or other address as requested by subscriber.
249,500
153,500
Overdrive • 3200 Rice Mine Rd., NE • Tuscaloosa, AL 35406(800) 633-5953 • Fax: (205) 750-8070
Editor/VP of editorial: Linda Longton, ext. 1438, [email protected] director: Max Heine, ext. 1038, [email protected]
Senior editor: Sean Kelley, ext. 1541, [email protected] editor: Laura Crackel, ext. 1080, [email protected]
Equipment editors: Andy Haraldson, ext. 1360, [email protected];John Baxter, (610) 993-9433, [email protected]
Contributing editor: Carolyn Magner, ext. 1429, [email protected]
J A N U A R Y
Buying a trailer. Howmuch do various trailerscost and what is thereturn on investment?Which types of trailersare most in demand forspecial hauls? Howowning a trailer helpsowner-operators balancetheir brakes.
Economic forecast. How2005 is shaping up forowner-operators interms of fuel costs andsurcharges, freight, andcarriers’ pay rates.
Photograph your truck.
What angle, type oflens, time of day willgive the most stunningshot? Pros and cons offilm vs. digital.
Warranties. How tocompare during thepurchasing process, andthen how to keep themin force. How to weighthe costs/benefits ofextended warranties.
Ad space: Nov. 29Materials due: Dec. 7
F E B R U A R Y
Trucker of the Year.
Overdrive names thebest of the best – thewinning owner-opera-tor from 2004’sTruckers of the Month.What makes him orher successful? Full listof prizes offered byindustry suppliers.
Partners in Business
excerpt: Understandingtaxes. Knowing exactlywhat taxes an owner-operator is liable for,what a carrier pays anddoesn’t pay, how to min-imize fuel tax expense.
Change your own oil. Thefine points of doing thejob right to ensure leak-free drain plug and newfilter installation, andproper disposal. Also,choosing the right quali-ty oil and filters thatmeet OEM standards.
Balancing tires. Wheel/tire balance helpsensure a smooth rideand long tread life.We’ll discuss conven-tional balancing, as wellas controversial internalbalancing materials.
Ad space: Jan. 5Materials due: Jan. 11
M A R C H
Pride & Polish: The Rigs.
Overdrive kicks off itsCelebrate the Pride: 15Years of Pride & Polishwith a close look at thetrucks that have wonthe most over the years.Lots of photos, newand old, of the classicwinners.
Annual owner-operator
income survey. A look atthe trends related towhat independent con-tractors earn, based onOverdrive’s 2005Owner-OperatorBehavior Report.
Maintain belts and hoses.
Periodic inspection ofbelts, clamps, andhoses, retensioning ofbelts and tightening ofmounting bolts andhose clamps, helpsavoid roadside break-downs.
Ad space: Jan. 29Materials due: Feb. 8
A P R I L
Owner-operator diversity.
How the industry ishandling the drivershortage as the economyheats up as far asrecruiting women,Hispanics and otherminorities. How fleetsare accommodatingdiversity in recruiting.
Leasing your small fleet.
What are the pros andcons of leasing a verysmall fleet to a largecarrier?
Compute cost per mile.
How owner-operatorscan use CPM selectivelyto measure certaincosts, such as those fortires, and other variablecosts.
Aligning axles. Tiresoften scrub sidewayshundreds of feet everymile. Total vehicle align-ment helps eliminatethis scrubbing, ensuringlong tire life, good fueleconomy, and safe, sta-ble handling.
Ad space: March 1Materials due: March 9
M A Y
Million-mile engines.
What are the mainte-nance and operatinghabits of owner-opera-tors who get suchlongevity from theirengines? How do theybalance the elements ofdowntime, return oninvestment, etc.?
Partners in Business
excerpt: The impor-tance of choosing thebest professional team –particularly an account-ant and lawyer —familiar with theowner-operator market.
Prepare for a crash. Knowyour legal rights andresponsibilities. Knowwhat to say and whatnot to say, and whatinformation to get.Independents need tomake sure they haveadequate insurance.
Truck graphics. Howdoes an owner-operatorget his dream conceptdesigned and put ontothe truck? What does itcost?
Ad space: April 1Materials due: April 9
J U N E
Insurance. Owner-oper-ators must know whattheir carrier’s policiescover and what liabilitythey might have. Howthey learn to shop wisely and weigh therisk and benefit of highdeductibles.
Traditional vs. aero truck
designs. What cost savings are associatedwith streamlined bodiesand lower weight? How to evaluate thesefactors in light of highfuel prices.
Stock a home shop. Whatbasic tools do owner-operators need to startwith, and what shouldthey consider adding astheir do-it-yourselfskills expand.
Dry van securement. Ittakes more than trailerwalls to pass thesecurement standardsof DOT inspectors.How to secure the loadin a dry van with prop-er blocking, trackingand other equipment.
Ad space: April 28Materials due: May 6
J U L Y
Pride & Polish: The
Owners. Overdrive con-tinues its Celebrate thePride: 15 Years of Pride& Polish with a closelook at the dedicatedowner-operators whohave consistentlyturned up in the win-ner’s circle.
Tire makers’ emergency
service programs. Whichones are suitable forowner-operators? Whatare the costs? How dothey operate?
Synthetic lubes.
Synthetics cost a lot, butsave more by reducingdowntime, extendingwarranty, and keepingparts cleaner. New super-refined mineral lubes mayoffer similar performanceat a cost savings.
Ad space: May 31Materials due: June 8
A U G U S T
Local hauling. Owner-operators are finding thatcertain businesses areturning to contractors totake care of truckingneeds rather than main-taining their own fleet.What type of companiesare hiring owner-opera-tors? What do they pay?
Partners in Business
excerpt: Saving wisely.Do owner-operatorsneed one or moreemergency accounts?What savings vehicle isbest for liquidity andreturn on investment?
Troubleshooting ABS.
Keeping your ABSworking will shortenand stabilize your brak-ing. How to utilize itsself-diagnosing capabil-ity to make checkupsand repairs simple.
Charge-air cooling system
maintenance. On EGRand ACERT engines,maintaining the charge-air cooling system isimportant. Guardagainst an air leak orpartial blockage of air-flow through the cooler.
Ad space: June 29Materials due: July 8
S E P T E M B E R
Snazzy sleepers. As thetrucking industry picksup, more owner-opera-tors can afford the finerthings in life, such as amade-to-order sleeper.Who makes the bestsleepers? What do theycost? What’s offered inpremium OEM sleepers?
Why owner-operators fail.
The primary troubleareas and how to avoidthem. Comparison ofthree owner-operatorsand analysis of who’smost likely to fail.
Winterize. Double-checking antifreeze,installing the right hosesand clamps, and gettingoil that pumps at frigidtemperatures will helpprevent breakdowns inthe cold and preserveengine health.
2007 engines. What’sexpected in terms ofcost, fuel economy, oilchange intervals, andother maintenanceimplications?
Ad space: Aug. 2Materials due: Aug. 10
O C T O B E R
Pride & Polish results
from the GreatAmerican TruckingShow. Lots of photosof the big winners fromDallas and, in conjunc-tion with 15 Years ofPride & Polish, a 6-year retrospective ofGATS winners.
Working with brokers.
What to expect interms of paymentcycles, how to spottrouble before lossesmount, how to workwith the broker creditrating sources.
Tire shopping. Whatfeatures to look for insteer, drive and trailertires. How to read thecodes on the sidewalls.
Ad space: Aug. 31Materials due: Sept. 8
N O V E M B E R
The digital trucker.
Comprehensive look atthe latest, fastest, sleek-est, coolest electronicsfor the owner-operator:cell phones, GPS sys-tems, laptops, satelliteradio hardware, videogame consoles, MP3players, other products.
Partners in Business
excerpt: Health andoccupational-accidentinsurance options forowner-operators.
Survive an audit. Whatevery independentneeds to know to beprepared for anFMCSA audit. What’sat risk when problemsare found? What areyour rights and respon-sibilities?
Ad space: Sept. 29Materials due: Oct. 7
D E C E M B E R
Religion. Some got it,some lost it, some aresearching for it.Spending many hourson the road gives truck-ers time to be reflective,often turning to spiritualmatters. What role doesreligion play in the livesof owner-operators?
Fleet-sponsored buying
programs. Many fleetslet owner-operators buytires, parts and servicesand other productsthrough them. Howmuch can owner-opera-tors save?
Build the ideal on-board
toolbox. What everyowner-operator mustcarry to keep it light,including a few criticalspare items.
Automated and automatic
transmissions. Auto-mated transmissionsshift the way an experi-enced driver does, andare ideal for maintenanceand economy. Howmuch market penetra-tion has been achieved?
Ad space: Oct. 31Materials due: Nov. 8
CO
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R S
TO
RY
BU
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NE
SS
HO
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OE
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ME
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Contact Our EditorsMagazine of the Year
• Honored twice as one of the top three trade magazines by American Society of Business Publication Editors
• Only trucking publication to receivethis honor
• Recognized for consistently demon-strating editorial and design excellence
American Society of Business
Publication Editors Awards
• More than 30 awards • Editorial awards include
feature articles, how-toarticles, departments
• Design awards include cover designand information graphics
Folio Magazine’s Editorial Excellence Award
• Three-time recipient. The only trucking magazine to receive this honor.
• Evaluates how well a magazinemeets its editorial mission statement
Jesse H. Neal Awards
• Recipient of multiple Neal certificates• Recognizes editorial excellence
among publications that are membersof the American Business Media
Award-winning editorial. Second to none.
CL
OS
ING
S
Overdrive invests heavily in research to ensure
our editorial product is on target for our readers
and to help our advertisers better understand –
and reach – the owner-operator market. While
our annual Owner-Operator Market Behavior
Report is the only dependable source of infor-
mation about the owner-operator market,
Overdrive also conducts regular reader profiles
and annual ad-read surveys.
Definitive market research
Each year, Overdriveconducts extensiveresearch in conjunc-tion with ChrisBrady, president ofCommercial MotorVehicle Consultingand a leading truck-ing industry analyst.The resultingOwner-OperatorMarket BehaviorReport is the defini-tive source of infor-mation about theowner-operator market. Itincludes information on:
• Demographics
• Equipment
• Maintenance
• Operations
• Technology use
• Buying behaviors
The average Overdrive reader is:
Mature: 68 percent are more than 40 years old.Educated: Most have at least a high school
diploma; 40 percent have completedsome college.
Experienced: 23 years of driving experience onaverage.
Hard-working: More than 57 percent travel morethan 90,000 miles annually.
Financially stable: One-truck operators net about$43,000 each year.
Business savvy: Nearly 90 percent track operatingexpenses.
Growth-oriented: 28 percent operate more than one truck.Maintenance- Nearly 80 percent perform some
minded: maintenance on their trucks; 28 per-cent do their own overhauls of majorcomponents.
Computer literate: About 76 percent have a personalcomputer at home; 59 percent use itto track operating expenses.
Connected: Nearly 80 percent have a communi-cation device in the cab.
Source: 2003 and 2004 Owner-Operator Market Behavior Reports.
Overdrive knows its readers
Call Chris Brady at (516) 869-5954 for additional information and to purchase a copy.
One of the top threemagazines of the year!Celebrating more than 40 years
of editorial excellence
For the second time in three years,Overdrive has been named one of the top three trade magazines — and the only trucking publication — in thehighest circulation category by the AmericanSociety of Business Publication Editors.
Since 1961, our award-winning editors havehelped owner-operators run their trucking opera-tions more efficiently and profitably by bringingthem the latest in business trends and information.
Each month, Overdrive helps owner-operators:
Run successful businesses
• Monthly business feature: Tackles theissues that impact owner-operators’ livelihoods.
• Trucker of the Month: Profiles top professional truckers who reveal the secretsof their success.
• Dollars & Sense: Offers quick tips to helpowner-operators manage their finances.
Buy and maintain
equipment
• Monthly equipment feature: Looks atmajor issues such as emissions, fuel economyand spec’ing.
• How to: Teaches do-it-yourselfers thebasics of component repair and replacement.
• Drive Test: Evaluates the newest trucks andengines in real-world conditions.
• Marketplace: Showcases the latest owner-operator products and services.
Take advantage ofRandall Trucking Media’sclosed loop marketing
Nationwide listings oftruck stops and theiramenities
The No. 1 news and lifestylemagazine for over-the-roadtruckers
Award-winning daily show coverage
Serving the fleet marketfor more than 90 years
A nationwide database of more than500,000 verified truck and trailer owners**
Held at the Technology and MaintenanceCouncil’s annual meeting, this awardsbanquet honors a trucking executive forcareer excellence
Where the industry’stop executives gather tolearn about the latesttrends in trucking
Trucking executiveshop on Harleys andtake to the roads forcharity
An educational pro-gram produced by CCJin conjunction with theTruckload CarriersAssociation
Indoor advertising seen daily by millions oftruckers and Interstate travelers*
Hand delivery and display of publicationsand products from coast to coast
America’s trucking convention –the industry’s second largest
Annual specifications andselection guide for owner-operator equipment
Celebrating 15 years asthe industry’s first andbest truck beauty contest
Since 1961, the industry’sonly business publicationfor owner-operators
The industry’smost uniquecompany driver andowner-operator recruiting tool
Two nationally-syndicated programs provide themost extensive radio coverage in the industry
2,500 copies distributedmonthly to NATSOtruck stop owners andmanagers
Directory information and dailyshow coverage
The leading Internet source for dailytrucking news and services
**Equipment Data Associates UCC-1 filings*TruckStops Express data, June 2004
3200 Rice Mine Rd., NE * Tuscaloosa, Ala. 35406 * (800) 633-5953 * Fax: (205) 349-5695
For more information, contact your
Overdrive sales representative:
Vice President/Group Publisher: Jeff Mason, ext. 1380; [email protected]
Publisher: Brad Holthaus, ext. 1278; [email protected]
Regional Sales Managers: Rusty Barton, ext. 1369; [email protected]
Tommy Belk, ext. 1330; [email protected]
Jeff Campbell, ext. 1318; [email protected]
Diana Davis, ext. 1354; [email protected]
George Garmon, ext. 1421; [email protected]
Richard Hinton, ext. 1576; [email protected]
Issac Holman, ext. 1491; [email protected]
Brent Hutto, ext. 1309; [email protected]
Emily Larson, ext. 1329; [email protected]
Scott Miller, ext. 1393; [email protected]
Jud Babcock, ext. 1096; [email protected]
Four Color 1X 3X 6X 12X 24X 36X 48X 60XFull Page $18,980 $18,845 $18,574 $18,325 $17,940 $17,722 $17,545 $17,348
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Rates 2005
Material specifications: Overdriveis printed on a per-fecting offset web using direct-to-plate digital tech-nology. The magazine is perfect-bound.
Digital file specifications: We encourage submis-sion of material in electronic form for all ads. To makeour schedule commitments, assure error-free output,and minimize any extra charges, we need to knowexactly what we will be receiving for processing. Anyfiles supplied incomplete or in an unusable format willcause production slowdowns and extra charges.
Application files: We prefer high-resolution,print-ready pdf files with embedded fonts but we alsoaccept application files (in MacIntosh format only)created using Quark Xpress, Adobe Illustrator andAdobe Photoshop. All application files must be sup-plied with all graphic elements and fonts. If supplyingan eps file please make sure that the fonts are convert-ed to outline. Please note that we cannot accept thefollowing: Powerpoint, MS Publisher, Excel, Word,CorelDraw, Freehand, Painter, andIndesign.
Document size: Documentsizes in the page layout file shouldbe created to the trim size (notspread size) of the publication.Bleed image areas should extend atleast 1⁄8” beyond the trim of thepage within the application. Keepimportant text and graphics withinthe “Live Area” (1⁄4” inside the trimsize/document size on all 4 sides).Do not build into the page any-thing beyond the trim exceptbleed.
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Contact your regional sales manager for insertspecifications, print quantities, dates, shipping instruc-tions and information on gatefold inserts.
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Premium positions: Add 10% to applicablepage rate.
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Color FeesMatched (PMS) $1,455Standard Color per page$1,068B/W rates available upon request
Production/ Handling Charges:• Ad design: $140-$360 based on size
• Redesign/Resize ad: $75-$165
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Inside front cover $20,935Inside back cover $20,935Back cover $21,372
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