AAA Daily Fuel Gauge Report for Friday, 1/7/22

National Average Price for Regular – Current: $2.697; Month Ago: $2.523; Year Ago: $2.405. National Average Price for Diesel – Current: $2.991; Month Ago: $2.934; Year Ago: $2.530.

American Trucking Associations’ advanced seasonally adjusted (SA) For-Hire Truck Tonnage Index increased 1.1% in October after declining 1.1% in September. In October, the index equaled 115.2 (2015=100) compared with 113.9 in September. Compared with October 2022, the SA index fell 2.1%, which was the eighth straight year-over-year decrease. In September, the index was down 4.1% from a year earlier. The not seasonally adjusted index, which represents the change in tonnage actually hauled by the fleets before any seasonal adjustment, equaled 119.7 in October, 6.3% above the September level (112.5). In calculating the index, 100 represents 2015. ATA’s For-Hire Truck Tonnage Index is dominated by contract freight as opposed to spot market freight.

Marketers’ disgust with online ad fraud has created an opening for our industry, but we’re not ready to take advantage of it. Our out-of-date, out-of-synch approaches to magazine advertising proposals are holding us back from taking advantage of this new opportunity. Judging from my interactions with advertising sales reps, they’re seeing fewer digital-only RFPs these days and more media-agnostic ones. Marketers who were in the “print is dead” camp now seem intrigued with the ability of print to engage their most valuable prospects. But simply buying ad pages in general-interest magazines is not their idea of effective targeting.