1 Helping you maximise the value of your advertising dollar
Our commitment is to drive your advertising dollar by:
• Ensuring that our advertising rates are competitive and cost effective
• Ensuring that our circulation remains well targeted and that our readership is relevant
• Ensuring that our presentation is attractive and that our content remains ‘sales’ specific
2 Helping to present your message in the most effective way
We invite you to take advantage of our professional layout service designed to help clients develop advertising concepts and effective presentations. We know the industry and can help tailor your message to attract a positive response from your chosen target market.
3 Helping to make advertising easier
Our commitment is to make the process of advertising a product or service easier by:
• Assisting with the preparation of artwork
• Accepting advertising material in either draft or finished format and by phone, fax and e-mail
• Optimising the dimensions of your advertisement
• Tailoring and managing placement schedules.
4 Helping to grow your business
We view our relationship with our clients as a partnership put in place to drive sales by creating strategic product and service awareness within the aviation industry market place. We want to believe that our reputation as a successful and respected marketing publication will, by association, present our clients with the opportunity to experience strong and sustainable business growth.
Aviation Trader was launched in 1988 to fill the need for an effective general aviation advertising medium.
The majority of general aviation advertising was carried in the AOPA (Aircraft Owners and Pilots Association) monthly magazine, with the remainder shared between a number of publications including a weekly aviation feature run by The Australian newspaper, Aircraft News (a Peter Isaacson monthly now defunct), Australian Aviation, Aircraft & Aerospace, and Australian Flying. Individually, these publications served their constituencies well, but it was felt that none provided optimum circulation demographics for aviation goods and services providers. The newspaper format was selected over magazine format because it allowed short deadlines, reasonable printing and distribution costs and a distinctive appearance. The concept of an advertising-only aviation publication was pioneered by the successful US tri-monthly publication Trade-a-Plane which has been in production since 1936. Another example of an advertising-only aviation publication is Aeromart, a UK based monthly which commenced publication in 1985.
In developing a business plan for a similar publication for the Australian market, limited financial resources made it essential that it delivered satisfactory results for advertisers within the first few issues. The plan was based upon a direct mail, complimentary circulation to key decision makers within the industry. The group selected included the owners of all aircraft on the Australian Aircraft Register and the principals of all organisations approved by the Civil Aviation Safety Authority to carry out aircraft maintenance. This gave an immediate circulation of around 6,000 copies.
A promotional issue was printed in October 1988. It consisted of 16 pages of complimentary advertising. 20,000 copies were distributed at the Bicentennial Air Show at Richmond. The responses received by advertisers were sufficiently encouraging to commit to a production launch with the December, 1988 issue.
The advertisers reported “outstanding” levels of response to their advertising and many committed to ongoing advertising. The success of this first issue, both in financial terms and in advertiser enthusiasm, guaranteed the viability of the publication.
In 1991, national distribution to newsagencies commenced through Network Distribution. Sales through newsagencies currently represent about 13% of audited circulation.
Audited circulation (presently 12,475 copies monthly – CAB audited) consists of 85% complimentary, 15% newsagency and subscription sales.
1997 saw the introduction of Aviation Trader Online. The plan for Aviation Trader Online was to initially develop a tool to attract additional advertisers to the hard copy publication. Thus all advertisements appearing in each issue of the printed publication were also made available on the Internet at no additional charge. Currently our website attracts around 10,000 visits per month, approximately 88% from Australia and 12% from other global locations.
Who we are
We are a dedicated team committed to best business practice.
|Editor and Publisher:||Kevin Gosling|
|Business Manager:||Tony Shaw|
|Advertising Manager – Display:||Lisa Johnstone|
|Advertising Manager – Classified:||Aurelia Hill|
|Finance Manager:||Carolyn Lindwall|
|Digital Edition Manager:||Bronwyn Jackson|
|Web Services Manager:||Lisa Johnstone|
|Client Relationship Manager:||Janine Robinson|
Aviation Trader is a free format tabloid style publication. Because we accept advertising in most sizes, our final layout is not determined until late in the weekend following each deadline. We are therefore unable to confirm exact locations for sections or general display advertisements until a final layout is completed. If you are (or propose to be) a regular advertiser with a high anticipated spend we would be happy to consider a fixed location on a ‘space available’ basis.
Our corporate goals are:
• To maintain market leadership using quality, innovation, technology and best business practice as key drivers,
• To maximise strategic market awareness and in doing so provide clients with a platform capable of delivering fast, tangible and effective results,
• To develop sophisticated marketing techniques designed to maximise product value and deliver higher advertising rates of response,
• To pursue and develop new markets and customer relationships,
• To maintain a high quality customer relationship program that creates goodwill, delivers additional value and strengthens the bond between ourselves and our clients.
Aviation Trader is currently distributed monthly to:
• All owners of aircraft on the Australian Register,
• All Air Operator Certificate Holders and All Certificate of Approval Holders,
• 2000 Owners of aircraft on the New Zealand Register,
• All air operators and all maintenance, training and design organisations on the New Zealand Register,
• The Newsagency Network Australia Wide (5,000),
• 450 third party subscribers,
• Selected Pilot Shops nationwide,
• Senior executives in a growing number of government and non-government enterprises.
Total distribution is 16,000, and CAB audited circulation (September 2012) is 12,475
We carry display advertising from as small as 4cms X 3.5cms to as large as full page (38cms X 26.3cms) in full colour, spot colour or mono. If you do not have competed artwork, we invite you to take advantage of our professional layout service designed to help clients develop advertising concepts and effective presentations. We know the industry and can help tailor your message to attract a positive response from your chosen target market.
We carry classified advertisements from as small as 1 line and offer a comprehensive range of categories.
We have strategically placed space available throughout our web site for aviation or allied industry advertisers wishing to promote a specific product, service or initiative. Contact us for further details including a schedule of availability.
Express Web Uploads
We are now in a position to offer an express web upload service. This allows us to present advertisements in text or display format in a “real time” environment. This service will suit advertisers who may have missed a monthly deadline or who wish to give themselves the opportunity to promote or sell a product between issues.
We are happy to centre insert promotional mailers with an overall weight not exceeding 120gms. Contact us for a quotation, optimum dimensions and a current insertion schedule.
Fly Sheet Advertising
Each monthly publication is circulated to our mailing database using an A4 size address sheet. This sheet is inserted flat. Space can be reserved up to 9cms x 8cms on this address sheet. We see this as a front line opportunity to send a brand message or to establish or reinforce your brand(s). This space can be secured exclusively for a minimum of 3 and up to 12 issues. We would be happy to tailor a periodic schedule.