Magazine redesign debuts as data reveals buyer interest spike for key machinery types in first three months of 2021
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The May edition of Earthmovers & Excavators is available now
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This week marks the launch of our new look, in a bumper 204-page issue of Earthmovers & Excavators (E&E) magazine.
After more than three decades of publication we’ve taken the old girl into the workshop for some fine tuning to prepare her for the road ahead.
The first thing you’ll (hopefully) notice is we’ve given her a splash of fresh paint incorporating a new masthead and more modern and userfriendly design.
And in response to market feedback, we’ve fitted some flash new gear to boost her performance for both readers and advertisers alike – including more high-quality content of specific relevance and value to those looking to buy or sell new and used earthmoving machinery.
And we’ve souped up Earthmovers & Excavators’ powerhouse engine – the classified ads featuring the latest gear for sale, adding an extra 40 pages of the best equipment for sale on TradeEarthmovers.com.au.
Graham Gardiner, Are Media’s group publisher – industry, says the investment is a clear sign of “our confidence in magazines as a crucial part of the media mix long into the future”.
He notes recent research clearly shows the continued importance of print in driving digital traffic and enquiry.
The study – analysing digital enquiry numbers of hundreds of earthmoving machinery dealers over a two-year period – found a direct correlation between digital enquiries and advertising in Earthmovers & Excavators magazine.
Clients who advertise in print and online receive almost double the amount of enquiries of those that advertise online alone.
“Research has also shown that adding print media to any other media channel delivers stronger consumer brand affinity and purchase intent, beyond that achieved when advertising is seen on any other two channel combinations,” Gardiner adds.
“The same research also shows that consumers are more likely to trust a message delivered in printed media and are, therefore, more confident about their purchase decision.
“With an unrivalled print circulation of more than 12,000 print and digital copies per issue – and a digital audience that topped 87,000 unique visitors in March alone – Earthmovers & Excavators is uniquely placed to help sellers capture the right audience on the right channels and drive enquiries for their products.”
New Heights
Strong market conditions across the transport, farming and earthmoving equipment markets – plus renewed investment in search engine marketing (SEM) – propelled Are Media’s online audience to its highest level ever in March.
Unique browsers (or visitors) across the seven truck and machinery websites hit an all-time high of 550,166 in the month – up 43 per cent on March 2020; with visitors to TradeEarthmovers.com.au, at 86,765, reaching their highest level in almost four years.
Off the back of significant audience growth, average enquiries on the 100,000+ stock items for sale were up 38.5 per cent on March 2020 and 28 per cent on March 2019 – with enquiries on the four truck and bus websites hitting an all-time record.
TradeEarthmovers.com.au dealer enquiries were up a robust 13.6 per cent on the same month of last year.
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Loads of interest
Trucks, scrapers and loaders experienced among the biggest jumps in buyer interest on Earthmovers & Excavators’ digital classifieds platform, TradeEarthmovers.com.au, in the first quarter of the New Year.
Overall, buyer enquiries on the 39,000+ dozers, excavators, graders, loaders, rollers, scrapers, trucks and other construction machinery for sale leapt almost 20 per cent in the initial three months of 2021, compared to the same time in 2020.
Compressors (+166.67 per cent), trucks (+101.35 per cent), scrapers (+100 per cent), loaders (+77.44 per cent), forestry machines (+64.29 per cent), and generators (+56.25 per cent) experienced the biggest lifts in enquiries.
Rounding out the top 10 were power gardening (+38.46 per cent), compaction (+37.5 per cent), mining (+33.33 per cent), conveyors and elevators (+25 per cent), and graders (+23.81 per cent).
In contrast, excavators (-6.46 per cent), dozers (-21.54 per cent), rollers (-21.69 per cent), screening and crushers (-27.85 per cent), and transportable buildings (-29.79 per cent) registered among the largest declines in enquiries in the period.
In the key excavator class, Hitachi (+18.42 per cent), Hyundai (+30 per cent), Wacker Neuson (+325 per cent), Yuchai (+400 per cent), and Agrison (+200 per cent) garnered the biggest increases in buyer interest.
Excavators in the more than 100hp category reported the most significant lift in enquiries (+18.67 per cent); and the 7-20 tonne class felt the most sizeable decline (+87.5 per cent).