How To Get Project Truck Publicity

As editor, I personally decide which trucks get published in Trucking Times & Sport Utility News Magazine and Trucking Times On Line. I am always looking for trucks to profile, and frankly I need more of them. Perhaps I can't find enough because of the strict guidelines I follow before I even consider them.

Whether you are an advertiser, accessory dealer, or consumer, Coverage is free, and we do not normally pay for submissions. Follow these guidelines to increase your chances of being covered.

1) Include us in the planning stages so we know what we will get and when we will get it.

2) Have a good promotion plan for the vehicle I judge the publicity planning as much as the truck itself. Be sure to plan specifically for:

A) Timely trade exposure in various mediums if you are a manufacturer (We would like a 60-day trade magazine exclusive, for which we will assure publication if approved in advance by me -- in writing).
B) Timely consumer promotion in various medium.
C) Professional photography can be high quality digital for all but covers. For cover consideration include vertical shots on the best slide film staged for cover consideration (space above and below for text -- look at many covers to see what composition works).

3) Have a clear mission statement for the truck. I look for seven things in the following order, so prepare for it.

A) Can our reader professionals somehow make more money from studying this?
B) Can our reader professionals better serve the needs of a real live truck owner by selling a similar project.?
C) How professionally prepared is the promotional material, and how timely is it?
D) How clear and relevant is the mission statement?
E) How well and creatively does the truck conversion and product selection serve the mission statement?
F) Will the truck be plastered with company logos? If so, I cannot use it for two reasons.
• Truck owners would not buy such a truck.
• I'll have to answer to 200 other advertisers why I chose their competitor's rolling billboard for free advertising and not theirs.
Consider making such graphics easily removable for taking photographs, or photograph it first without the logos. Your company will be credited in the inside editorial coverage.
G) Is this good enough to go on the cover?
H) Mentioning association membership and involvement helps. I prioritize good quality work from companies who care about this industry like we do.

4) Have a realistic time schedule for completing the project.

A) When a show deadline is involved: Each year there's a rush to prepare for the SEMA Show or some other deadline. Are you overlooking other important deadlines? With rare exceptions we only cover products at shows when we have advanced written information -- not photos -- we take photos at the show, or use yours at that time. If the truck doesn't get done in time it's no problem for us. We can delete much more easily than we can add.
B) Know how other deadlines work. All media appreciate all the advance information possible. In our print magazine we often make space commitments a year ahead, especially for trucks that will appear on covers. At a minimum, plans for the May issue for example, are committed no later than February 1st, and final materials (except show photos) are usually in hand by then as well. Respect the lead time required. Later deadlines are reserved for news items where timing cannot be controlled.

March - towing
May - SUVs
July - Work Trucks -- where we really need more material
Sept - restyling/appearance
Nov and Jan usually have truck cap or tonneaus or some other accessory focus stated in our media kit.

6) Miscellaneous:
Be sure your contributor list is up to date and accurate and you write a nice summary of all aspects of the truck and it's planning. Human interest helps (not the swim suit type), and you are allowed some bragging rights. I will likely do some editing, of course. It's my job to make you look good in the space allotted. If you use products from one of our regular advertisers, it helps to mention them in the body of the coverage with extra explanation of how the product served the truck mission so well. I didn't invent the system, but this is how it works. Wouldn't you appreciate something extra if you donated to the truck?
Everyone uses a different format for their contributor list. I prefer alpha order presented as follows:

BILLET GRILLES: B-Cool Billets
CUSTOM LEATHER INTERIOR: Katzkin Leather, Inc.
CUSTOM PAINT: Mike Face Custom Paint
DASH AND INTERIOR TRIM: Woodview Automotive
SUPERCHARGER KIT: Kenne Bell Performance Products
TIRES: BF Goodrich
VIDEO AND AUDIO ENTERTAINMENT SYSTEMS: Clarion Corporation
WHEELS: Oasis Alloy Wheels

Call me if you need to sell me on WHY your truck is important, and you are always welcome to follow up with me (e-mail preferred).
Trucks normally get reader response numbers. Inquiries are forwarded to the person responsible for buying advertising, so be sure I have their e-mail address.
BE REALISTIC Following these suggestions helps, but we do not normally guarantee publication of any one submission, especially in any particular issue because our art department has the final say -- especially on covers.
SUBMIT MATERIALS IN OUR PREFERRED MEDIUM AND FORMAT. E-mail simple Word files and high-resolution photo files to: daveh@truckingtimes.com . You may also mail a printout and any HIGH RESOLUTION (300 dpi) JPG, TIFF, EPS (DCS off) digital files, Adobe Photoshop color images in CMYK mode, MAC zip disks color photos or slides via e-mail or on CD -- (no lo-res digital camera files, Polaroids or printed matter) and text (typed preferred) to:

David Herrmeyer, Editor
Trucking Times & Sport Utility News
307 Maryhill Dr. Cedar Falls, IA 50613
Phone 319-230-2050