DEALS NEWS: Digital drives audience growth


Bauer Media Group’s truck and bus classifieds network posts record audience reach in December

DEALS NEWS: Digital drives audience growth
Bauer Media Group reaches new heights

 

Bauer Media Group’s digital truck and bus classifieds network posted a record combined unique audience (UA) of 225,638 in December 2019 – up 30 per cent year-on-year (YoY), according to Nielsen Digital Content Ratings (DCR) data.

This compares with Trucksales.com.au’s UA of 183,993 in December of last year, up 3 per cent on November’s 178,222 and the monthly average of 180,542 in the period January-November 2019 (Trucksales.com.au’s December 2019 data is not available from Nielsen DCR).

The stellar December 2019 result lifted Bauer Media Group’s combined UA to 2.103 million for the calendar year, just below Trucksales.com.au’s annual UA of 2.169 million.

Fuelling Bauer Media Group’s growth was standout performances from OwnerDriver.com.au, up 64 per cent YoY; TradeTrucks.com, up 30 per cent YoY; and BusNews.com.au, up 22 per cent YoY.

Robust traffic growth, combined with a 13 per cent YoY increase in stock for sale to 27,861 items, saw enquiries up 0.51 per cent YoY in December. This improved performance continued into January of this year, with enquiry numbers the highest since May 2019.

Growth in enquiries were also fuelled by strong audience growth across Bauer Media’s farm and earthmoving equipment websites in December, with TradeFarmMachinery.com.au’s UA up 10 per cent YoY, TradeEarthmovers.com.au’s UA up 16 per cent YoY, and TradePlantEquipment.com.au’s UA up 22 per cent YoY. In contrast, Farmmachinerysales.com.au UA was down 17 per cent YoY; while Constructionsales.com’s UA was down 10 per cent YoY. Trucks, trailers and most other transport-related stock items are syndicated across all three Bauer websites.

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December’s strong digital result further bolsters Bauer Media Group’s total audience reach across its six key platforms – web, email, TV and video-on-demand, social, magazines and live events, cementing its position as Australia’s leading multi-platform truck and bus classifieds publisher.

In particular, circulation of Deals on Wheels and Australasian Transport News (ATN) magazines received a boost last year with the addition of more than 1,200 members of NatRoad, Australia’s largest transport industry association, to their distribution lists.

Coinciding with this circulation boost, Deals on Wheels and Tradetrucks.com.au also dramatically increased their weekly eDM database. The addition of NatRoad members and key decision-makers who attended the 2019 Brisbane Truck Show has boosted the total list size to more than 14,000 compared with just over 6,000 in January 2019.

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