News & Views By Mike Whalen
The Major Cdn Truck Market
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ou’ve no doubt noticed the changes that have, and are, taking place in our publications. The impact that the move to Internet advertising has had on the print magazine industry has made all publishers look at the editorial focus of their publication and see if they answer the following questions. Are we reaching a demographic of value to the advertiser? It can be said that the Canadian truck market is made up of two categories, general freight tractor-trailers and vocational, purpose-built, work trucks and trailers. A large percentage of general freight operators are cross border carriers domiciled in the USA. The Canadian based truck population leans heavily to the vocational side. Trucks and trailers in the general freight category are usually replaced ahead of major maintenance requirements. A good number of these trucks are then re-purposed and moved to the vocational side. Our readership, the vocational / work truck operators in Canada, range from owner-operators and small to medium sized contractors – plus larger vocational operators, such as major construction companies, utilities, municipalities, etc. – that represent over two thirds of the Canadian parts and service market value. Is the content of our publication(s) of value to the reader? Virtually all surveys made by trade publications and trade groups asking readers to rate the editorial they would like to see in a trade magazine receive the same reply: New Technology, Parts & Components plus Maintenance Tips and Procedures that will reduce operating costs. To make sure we give you what you want let us know the content catagories that you want covered Internet advertising works! But only if you spend time ‘surfing the net’. The small to medium sized contractor, and the many owner-operators working for these contractors – in construction, logging,
municipal, utilities, mining, urban logistics, etc. – don’t have the time or inclination. But, when interest is peaked – by seeing an ad or reading an article – they will then go on line to find out more about that product. That’s our mission – to let you know about new technology, parts and service procedures. And when do your prospective customers read trade publications? Break time, wait time (think loader or dump truck owner), bath- room time, etc. And when they do read their favorite publication it will be to find out about new technology, products and service techniques. Free time – nights and weekends – will be consumed by family, sports, yard-work, etc. A prospective customer reacts to need and usually goes to the brand or supplier they have used in the past. However, the prospect will follow-up on-line after reading about a new product or service that reduces operating costs – or makes life easier. Our focus has shifted to providing our advertisers a way to reach the fragmented vocational / work truck market segments. We want to be our advertisers partner in marrying our readers need with the product or service that will satisfy that need. Our regional magazines, Western Trucking News, Ontario Trucking News and Eastern Trucking News, now include in their logos “Serving the Vocational Truck & Trailer Industry”. We recognize that vocational / work trucks and trailers are the backbone of the Canadian trucking industry and that these purpose-built trucks and trailers are in service longer, and consume more parts and components, than those employed in on-high- way environments. We are now the only Canadian crossmarket publications providing spec and tech information applicable to owners and operators of trucks and off-highway vehicles in the many vocational market segments.
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Supply Side News from those serving OE dealers, Independent Service Providers and Distributors Dana acquired the power-transmission and fluid power businesses of the former Brevini Group, S.p.A. in February 2017 and is now in a unique position to efficiently manage power conveyance from the vehicle’s engine to its drivetrain, as well as from the engine to machine working functions. “Off-highway equipment manufacturers continue to look for multiple strategies to further maximize vehicle performance, which is driving a need for systems integration and a wider portfolio of solutions,” said Aziz Aghili, president of Dana Off-Highway Drive and Motion Technologies. “Dana is leveraging its own decades-long experience in drive systems for the agriculture industry with the recently acquired hydraulic and electronic control expertise of the Brevini brand to deliver an expanded portfolio of highly engineered, innovative solutions for this market.” Visit www.dana.com. Dorman HD Solutions has released more products from its former dealer only parts aftermarket line. The new products include a trio of sensors, a fuel cooler and oil pan. The company says its engine coolant sensor line and fuel cooler lines are HD Exclusive products. Visit www.dormanhdsolutions.com PAI Industries has introduced more than a dozen new hood latches to its heavy-duty product offering. The company says the latches fit a variety of Freightliner, Mack, International and Kenworth trucks. www.paiindustries. com The BC Trucking Association (BCTA) has appointed Dave Earle
as President & Chief Executive Officer effective January 8, 2018. BCTA is a province-wide, non-partisan, non-profit motor carrier association formed solely to advance the interests of British Columbia motor carriers. Founded in 1913, BCTA includes among its members for-hire and private carriers hauling every conceivable type of freight including manufactured goods, heavy specialized commodities, bulk products, household goods and general freight. The association also represents motor coach, courier, and waste management companies and suppliers to the industry As President & CEO of BCTA, Dave will be responsible for the overall management and direction of the association and for promoting the interests and image of its members and the trucking industry to governments, the business community and the public. www.bctrucking.com NEWSTAR has added two gear kits, a spider and a pack of fuel injection compression sleeves, that can be viewed www.sandstruck.com. Daimler Trucks North America will make its first delivery of plastic parts produced using 3D printing technologies to its customers in the coming weeks as part of a pilot program. As a pioneer of emerging technologies, the trucking company is confident that these new technologies will soon play a significant role in the industry. DTNA sees 3D printing as an opportunity to better serve its customers. particularly those customers in need of parts that have been difficult to provide through traditional supply channels. See complete article in this issue.
VOCATIONAL TRUCK EVENTS 1/17/2018 – 1/19/2018 TLA Conference & Trade Show Fairmont Empress Hotel, Victoria, BC, Canada www.tla.ca 3/6/2018 – 3/9/2018 The Work Truck Show Indianapolis, IN, USA www.worktruckshow.com 04/04/2018 – 04/08/2018 HDA Truck Pride Annual Meeting San Diego, CA, USA www.hdatruckpride.com 4/5/2018 – 4/6/2018 Atlantic Heavy Equipment Show Moncton Coliseum, Moncton, NB, Canada www.ahes.com
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4/20/2018 Alberta Motortruck Association 80th Conference & AGM Rimrock Resort Hotel, Banff, AB, Canada www.amta.ca 6/6/2018 – 7/7/1018 Municipal Public Works Trade Show
Quinte Sports & Wellness Center www.aors.on.ca 8/7/2018 – 8/10/2018 Association of Diesel Specialists Grand Hyatt, San Diego www.diesel.org 10/22/2018 – 10/24/2018 CTEA Manufacturers’ Conference Westin Prince, Ontario, ON www.ctea.ca
4/19/2018 – 4/21/2018 Truck World International Center, Mississauga, ON, Canada www.truckworld.ca January 2018 9