Table of Contents

Executive Summary. 2 Objective and Strategy 3 Air Cargo World.. 5 Inbound Logistics 7 Logistics Management & Distribution Report. 9 Traffic World11 Transportation & Distribution13 Transportation & Distribution/Industry Week.15 Transportation & Distribution/Midrange Enterprises.16 Chief Logistics Officer..17 Warehousing Management..18 Publication Cost and Circulation Analysis not included 2001 Editorial Calendar...not included 2001 Recommended Media Plan Flowchart...not included 2000 and 2001 Media Plan Comparison.not included 2000 Media Planning Flowchart- Costs. not included 2000 Media Planning Flowchart- Creative not included Competitive Analysisnot included

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Executive Summary
The 2001 media plan is designed to bring Logistics Client to top of mind awareness when decision makers think of transportation, logistics and distribution services. To achieve our objective, we need to keep Client fresh in the minds of logistics and distribution services professionals. Trade publications have proven to be the most efficient way of advertising to these specific industries, and as a result they are utilized heavily in the 2001 plan. After evaluating numerous trade publications based on circulation, editorial focus, audience quality, and cost; the following publications have been included in the 2001 plan: Air Cargo World Inbound Logistics Industry Week Logistics Management & Distribution Report Midrange Enterprise Traffic World Transportation & Distribution Warehousing Management The 2001 media budget has been increased by $116,389, or 32%. The increased budget produces 50% more insertions, 58% more impressions, with a decrease in the overall CPM of 16%. The increased budget also allows us to maintain last years rates, and allows us to receive guaranteed premium positions within the publications every month. The increase in coverage far outweighs the increase in budget. Due to rate increases, and increased rates applied when guaranteeing premium positions; the exact same plan from 2000 placed in 2001 (with placement guarantees) would cost only $30,900 less than the 2001 media plan. Below are graphical representations comparing the extra coverage and lower CPMs we are receiving with the increased 2001 budget:
Total Ad Placements
# of Insertions Budget ($000) 50 40 30 20 2000 2001

Total Budget
Impressions (000)

Total Impressions
3,000 2,500 2,000 1,500 2000 2001 CPM $210 $190 $170 $150

Total CPM

$400 $200 $0 2000 2001

2000

2001

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Objective The 2001 media plan is designed to bring Logistics Client to top of mind awareness when decision makers think of transportation, logistics and distribution services. Overall Strategy To achieve our objective, we must keep Client fresh in the minds of decision makers. We will successfully pursue that strategy by employing four tactics: Ads with creative impact Constant presence within leading trade publications Premium ad placements within those publications New and creative ways to spread the Client image

Full-page spread ads provide the creative impact needed to cut through the substantial amount of advertising clutter present in most publications. Research conducted by countless sources show that spreads ads are noticed by readers at a substantially higher percentage than traditionally smaller ads. Maintaining a constant presence in the industries leading publications with insure both recognition and credibility of Logistics Client. As you will see throughout the plan, we have concentrated heavily on the industries three major publications, while also providing support through second-tier publications. Premium ad placement is critical to building awareness. Coupled with spread ads and with a constant presence within the publications, premium placement ties the plan together. Client will have a highly noticeable spread ad, placed in the industrys leading publications, AND the ad will appear in premium positions every month. The premium positions are generally inside front cover placements or placements within extremely relative editorial. The placements we will receive are listed within the plan. New and creative ways to reach Clients potential customer is exclusively added value, and is done free of charge. Included within the plan is free advertising that ranges from website listings to newsletter sponsorships. Why Trade Publications? There are four (4) customary reasons trade publications are considered a premium medium: Selectivity/Controlled Circulation. Magazines are very successful in reaching a welldefined audience. Publishers are able to identify groups by profession, and offer a custom publication designed to meet the readers specific needs and interests. Fine Color Reproduction. Magazines are able to reproduce advertisements with excellent color conformity.

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Long Life. Magazines have a long shelf-life, usually a month or more. The effect of long life is that the advertiser can continue to build reach long after the present issue has formally ended. Pass-Along Audience. Magazines are generally passed along to various readers after the primary subscriber has read the publication. The pass-along audience allows for an increase in reach for each advertisement.

Budget The total budget for the 2001 media plan is $478,629 compared to the total budget for 2000 of $362,240. The total increase in terms of percentage is 32%. With a 32% increase in budget, the 2001 plan generates 50% more insertions, 58% more impressions, with a decrease in the overall CPM of 16%. Also, because of the increased space commitments, we are able to maintain the same rates, and achieve guaranteed premium space placements at no additional charge. To put a monetary figure on those advantages, the average rate increase for each publication is 3%, coupled with a 20% rate increase for premium position guarantees. Knowing those percentages, if we placed the exact same plan Logistics Client used in 2000, and required publications to guarantee premium space commitments; the plan would cost $447,729 (only $30,900 less than the recommended plan for 2001). Below is a graphical representation of the 2000 vs. 2001 comparisons made above.

Total Ad Placements
50 $500 $450 $400 $350 $300 $250 $200 $150 $100 $50 $0

Total Budget

# of Insertions

40

30

20 2000 2001

Budget ($000)

2000

2001

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Total Impressions
3,000 Impressions (000) $210

Total CPM

2,500 CPM 2,000

$190

$170

1,500 2000 2001

$150 2000 2001

2000 Advertising Recap Included at the end of the plan are flowcharts showing the costs and the ads used for the 2000 media campaign.

Air Cargo World

Fields Served Air Cargo World serves the field of air freight transportation. Included in this field are manufacturers, freight forwarders and carriers, business services, public administration and others allied to the field. Definition of Qualified Recipient Qualified recipients are titled personnel in corporate and operating management, purchasing, traffic and physical distribution, warehousing, and other titled and non-titled personnel. Circulation Total qualified circulation: 20,998 Key classifications of circulation: 30.6% Corporate Management 17.2% Operating Management 42.6% Traffic and Physical Distribution Management 9.6% Other qualified personnel Recommended Schedule Below is the recommended schedule for Air Cargo World. Please note, ad placement guarantees and added value listed below are contingent upon placement of this schedule.

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Jan
$10,575

Feb

Mar
$10,575

Apr

May
$10,575

Jun

Jul
$10,575

Aug

Sep
$10,575

Oct

Nov
$10,575

Dec

Costs Negotiated rate: Rate card rate: Total Cost:

$10,575 $13,686 $63,450

Total negotiated savings per ad: Total negotiated yearly savings:

$3,111 $18,666

Ad Placement Guarantee The Client ad will appear on pages 2 3 (or first spread in the magazine) every active month. The Client ad will be a front cover barn-door ad the month of November. (NITL Transcomp 2001 issue) Bonus Distribution (Trade Shows and Conferences) Air Freight Management Conference, March 4-6 (March issue) National Customs Brokers and Forwarders, March 4-7 (March issue) TransPacific Air Cargo Conference, March 5-6 (March issue) IATA Global Cargo Week, March 12-16 (March issue) Air Cargo Shippers Conference, May 6-8 (May issue) E-business Logistics Expo, May 9-11 (May issue) International Air Cargo Conference & Exhibition, May 16-18 (May issue) Air Courier Conference of America, May 20-22 (May issue) World Express & Mail Conference & Exhibition, May 15-17 (May issue) NASSTRAC, September 17-19 (September issue) CLM Meeting, September 30-October 3 (September issue) NITL Transcomp 2001, November 11-14 (November issue) Added Value none Rationale Placing ads every other month keeps Logistics Client fresh in the readers mind, while allowing for budgetary constraints. Since air charter/air freight is not the primary focus of Client, running a moderate schedule will allow more money to heavily saturate the primary markets of logistics and distribution services.

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Finally, the costs are not as efficient as other publications. The CPM is $504, compared to: Inbound Logistics $158 LM&DR $128 Traffic World $662 T&D $208 T&D/Industry Week $118 T&D/Midrange Enterprise $114 T&D-Chief Logistics Officer $420 Warehousing Management $176 As you will see throughout the plan, we are running a heavier schedule on the above publications. Both because of efficient costs, and because the markets each publication serves are primary markets for Client.

Inbound Logistics
Fields Served Inbound Logistics serves the logistics and transportation field. This includes manufacturers/producers, wholesale and retail trade, transportation services providers and 3PLs, construction, mining, engineering, and others allied to the field. Definition of Qualified Recipient Qualified recipients are personnel in corporate management, logistics, traffic/transportation, distribution, purchasing, procurement, warehousing, and materials inventory management, operations, quality and production, and other functions allied to the field. Circulation Total qualified circulation: 52,507 Key classifications of circulation: 32.0% Corporate Management 36.3% Logistics/Distribution/Transportation/Traffic 18.0% Purchasing/Procurement and Production/Operations 13.7% Other qualified personnel Recommended Schedule Below is the recommended schedule for Inbound Logistics. Please note, ad placement guarantees and added value listed below are contingent upon placement of this schedule.

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Jan
$8,300

Feb
$8,300

Mar
$8,300

Apr
$8,300

May
$8,300

Jun
$8,300

Jul
$8,300

Aug
$8,300

Sep
$8,300

Oct
$8,300

Nov
$8,300

Dec
$8,300

Costs Negotiated rate: Rate card rate: Total Cost:

$8,300 $11,464 $99,600

Total negotiated savings per ad: Total negotiated yearly savings:

$3,164 $37,968

Ad Placement Guarantee The Client ad will appear in the front 1/3rd if the publication all months. Added Value Full-page online profile in Logistics Planner section of website (Full year) Full-page online profile in Web Site City section of website (Full year) page advertorial in Web Cite City section of publication (Full year) Inclusion in Resource Center section of publication (Full year) Full-page company profile (January issue) Full-page company profile (July issue) Rationale Placing ads every month allows Logistics Client to be an ongoing presence in the industry. The goal is to make Logistics Client and Inbound Logistics synonymous, so when a qualified reader and potential Client customer thinks of logistics, they think of Logistics Client. The premium positioning makes the ad highly visible, and the added value will allow readers to be reached in a variety of creative ways and mediums. Finally, the costs are very efficient compared to other publications. The overall CPM is $158, compared to: Air Cargo World $504 LM&DR $128 Traffic World $662 T&D $208 T&D/Industry Week $118 T&D/Midrange Enterprise $114 T&D-Chief Logistics Officer $420 Warehousing Management $176

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Logistics Management & Distribution Report (LM&DR)

Fields Served LM&DR serves those in the field of logistics who are involved in traffic, transportation, distribution, logistics, import, export, international shipping, fleet operations, warehousing, and/or inventory control. This includes manufacturing and non-manufacturing industries. Definition of Qualified Recipient Qualified recipients are corporate management, operating management, traffic, logistics and physical distribution management, warehousing, and purchasing personnel. Qualified recipients also recommend, specify, buy, approve, or lease logistics/transportation services, equipment, and technology. Circulation Total qualified circulation: 83,238 Key classifications of circulation: 15.8% Corporate Management 24.2% Operating Management 48.9% Traffic, Logistics, and Physical Distribution Management 11.1% Other qualified personnel Recommended Schedule Below is the recommended schedule for LM&DR. Please note, ad placement guarantees and added value listed below are contingent upon placement of this schedule. Jan
$10,685

Feb
$10,685

Mar
$10,685

Apr
$10,685

May
$10,685

Jun
$10,685

Jul
$10,685

Aug
$10,685

Sep
$10,685

Oct
$10,685

Nov
$10,685

Dec
$10,685

Costs Negotiated rate: Rate card rate: Total Cost:

$10,685 $21,165 $128,220

Total negotiated savings per ad: Total negotiated yearly savings:

$10,480 $125,760

Ad Placement Guarantee The Logistics Client ad will appear on pages 6 7 or 10 11 every month.

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Bonus Distribtution (Trade Shows and Conferences) ProMat 2001 (February issue) Transportation Intermediaries Convention (February issue) Distribution/Computer Expo West (February issue) International Warehousing & Logistics Association (March issue) International Intermodal Expo (March issue) Transportation Sales & Marketing Association Annual Conference (March issue) NASSTRAC (April issue) Warehousing Education & Research Council (April issue) National Private Truck Council (May issue) Distrubtion/Computer Expo US-Chicago (May issue) Retail Supply-Chain Expo (June issue) Parcel Logistics Expo (September issue) Frontline Solutions Expo (September issue) Council of Logistics Management (September issue) APICS (October issue) NITL (November issue) Added Value Ad readership studies for August and November ad placements. Full-page company profile (December issue). Two customized research studies (one carried over from 2000). Full-page letter from Logistics Client executive published (July issue). Letter mailed to 100 Client customers, promoting involvement at the NITL League. Contact names attained from buying intent studies on: LTL (January), Air Cargo (April), Small Package/Expedited Services (October). Rationale LM&DR is widely recognized as the industrys top publication, coupled with the outstanding rate being offered, makes this schedule a necessity. Placing ads every month allows Logistics Client to be an ongoing presence in the industry. The goal is to make Logistics Client and LM&DR synonymous, so when a qualified reader and potential Client customer thinks of logistics and distribution services, they think of Logistics Client. The premium positioning makes the ad highly visible, and the added value will allow readers to be reached in a variety of creative ways and mediums.

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Finally, the costs are very efficient compared to other publications. The overall CPM is $128, compared to: Air Cargo World $504 Inbound Logistics $158 Traffic World $662 T&D $208 T&D/Industry Week $118 T&D/Midrange Enterprise $114 T&D-Chief Logistics Officer $420 Warehousing Management $176

Traffic World
Fields Served Users and suppliers of transportation and related services including ports, materials handling, packaging and warehousing. Definition of Qualified Recipient Qualified recipients are personnel in the field served. They include industrial traffic/transportation/distribution executives, marketing and operations executives of air, rail, motor, and water transportation companies, and public warehousing firms. Also qualified are trade associations, schools, students, libraries, and others allied to the field. Circulation Total qualified circulation: 8,562 Key classifications of circulation: 50.4% Shippers 18.8% Carriers 14.4% Related groups (regulatory agencies, schools, insurance companies, etc.) 9.5% Other qualified personnel 6.9% Unknown Recommended Schedule Below is the recommended schedule for Traffic World. Please note, this is a weekly publication. Insertion dates are 6/25, 8/20 and 11/12. These placements are full-page ads (not spreads).

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Jan

Feb

Mar

Apr

May

Jun
$6,665

Jul

Aug
$6,665

Sep

Oct

Nov
$6,665

Dec

Costs Negotiated rate: Rate card rate: Total Cost:

$6,665 $8,959 $19,965

Total negotiated savings per ad: Total negotiated yearly savings:

$2,294 $6,882

Ad Placement Guarantee Inside front cover for all active months (directly opposite table of contents). Bonus Distribution (Trade Shows and Conferences) NIT League Conference, November 11-14 (November 12 issue) Added Value Website button advertisement on every page of publications website every other month. Rationale The feature editorial focus for the three insertions is Regional Trucking, Southeast Transportation, and the NIT League Special issue that has a bonus distribution at the NIT League Conference. Only three insertions are scheduled due to the high cost, high duplication with other publications, and stature as a weekly publication. Weekly publications have a shorter shelf-life, since a new issue is delivered each week. Also, while reports vary depending upon the source, nearly 100% of Traffic Worlds readers also subscribe to LM&DR or T&D. The one page ad was chosen due to cost and ad placement. The inside front cover will effectively put the ad directly opposite the table of contents. Readers looking for the feature editorial mentioned on the cover will look for the page number, thus seeing the Logistics Client ad.

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Finally, the costs are very inefficient compared to other publications. The overall CPM is $1,475, compared to: Air Cargo World $504 Inbound Logistics $158 LM&DR $128 T&D $208 T&D/Industry Week $118 T&D/Midrange Enterprise $114 T&D-Chief Logistics Officer $420 Warehousing Management $176 When using a full-page ad (instead of a full-page spread), the Traffic World CPM decreases to $661.

Transportation & Distribution (T&D)

Fields Served T&D serves the business field of physical distribution and logistics. This includes freight transportation services- air, motor, freight, small package delivery, and third party logistics services. Definition of Qualified Recipient Qualified recipients are managers and staff of the above physical distribution activitiescorporate and operating, traffic and physical distribution, warehouse and purchasing. Circulation Total qualified circulation: 71,000 Key classifications of circulation: 16.5% Corporate Management 14.8% Operating Management 50.6% Traffic, Logistics, and Physical Distribution Management 18.1% Other qualified personnel Recommended Schedule Below is the recommended schedule for T&D. The schedule is split up into 4 different groups: T&D T&D and Industry Week combo placement T&D and Midrange Enterprise combo placement T&D special supplement Chief Logistics Officer

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Please note, ad placement guarantees and added value listed below are contingent upon placement of this schedule. T&D Jan
$14,795

Feb

Mar

Apr
$14,795

May
$14,795

Jun

Jul
$14,795

Aug

Sep

Oct
$14,795

Nov

Dec

Costs Negotiated rate: Rate card rate: Total Cost:

$14,795 $27,624 $73,975

Total negotiated savings per ad: Total negotiated yearly savings:

$12,829 $64,145

Ad Placement Guarantee The Client ad will appear on the inside front cover 4 months. The May insertion will run within the Warehouse & Distribution Services section of the publication. Bonus Distribution (Trade Shows and Conferences) NASSTRAC (April issue) WERC (April issue) Supply Chain Expo (May issue) NIT League (October issue) Added Value Four, 1/9th page ads in the Solutions Center section of the publication. Ad readership study for January, March, July, and November placements. Four newsletter sponsorships (Dates TBD). Full listing on websites Buyers Guide. Rationale T&D has been an effective marketing tool for Logistics Client in the past, and will be in the future. The combination buys include inserts into Industry Week and Midrange Enterprises, and also includes inside front cover placements into a supplement that reaches only Chief Logistics Officers. Combining these placements allows us to stay active within the T&D circulation every month throughout the year, and allows Client to reach a subscriber list that has been seen by little, if any, Logistics Client advertising. The placements are also very effective, with the majority of the placements running as inside front covers.
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The rates are extremely competitive against the other active publications. The T&D CPM is $208, compared to: Air Cargo World $504 Inbound Logistics $158 LM&DR $128 Traffic World $662 T&D/Industry Week $118 T&D/Midrange Enterprise $114 T&D-Chief Logistics Officer $420 Warehousing Management $176 T&D and Industry Week Combo Placement Jan Feb
$16,788

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov
$16,788

Dec

Costs Negotiated rate: Rate card rate: Total Cost:

$16,788 $32,900 $33,576

Total negotiated savings per ad: Total negotiated yearly savings:

$16,112 $32,224

Ad Placement Guarantee The February ad will appear within the cover story editorial (Transportation Perspectives). The November ad will appear on the inside front cover. Rationale The editorial focus on these special inserts is Transportation Perspectives and Outsourcing to 3PLs. The insert is bound into the regular T&D publication, and reaches the entire circulation. The insert is also polybagged with Industry Week , and will reach 71,000 upper level subscribers to that publication. Please note while Industry Weeks total qualified circulation is 236,180 , this insert will be sent only to the top 71,000 decision makers on the subscriber list.

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While the cost of one ad is relatively high, we will be reaching a vast number of persons, making the costs extremely efficient. The T&D/Industry Week combo CPM is $118, compared to: Air Cargo World $504 Inbound Logistics $158 LM&DR $128 Traffic World $662 T&D $208 T&D/Midrange Enterprise $114 T&D-Chief Logistics Officer $420 Warehousing Management $176 T&D and Midrange Enterprise Combo Placement Jan Feb Mar Apr May Jun Jul Aug
$13,188

Sep

Oct

Nov

Dec

Costs Negotiated rate: Rate card rate: Total Cost:

$13,188 $31,032 $13,188

Total negotiated savings per ad: Total negotiated yearly savings:

$17,844 $17,844

Ad Placement Guarantee The Client ad will appear on the inside front cover. Rationale The editorial focus on this special insert is Carrier Selection. The insert is bound into the regular T&D publication, and reaches the entire circulation. The insert is also polybagged with Midrange Enterprise , and will reach their entire subscriber list of 45,000. Midrange Enterprises subscribers consist of decision-makers within mid-size manufacturing companies.

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Again, the rate cost is relatively high, but due to the vast number of persons receiving the ad the costs are extremely efficient. The T&D/Midrange Enterprise combo CPM is $114, compared to: Air Cargo World $504 Inbound Logistics $158 LM&DR $128 Traffic World $662 T&D $208 T&D/Industry Week $118 T&D-Chief Logistics Officer $420 Warehousing Management $176 T&D special supplement- Chief Logistics Officer Jan Feb Mar
$5,045

Apr

May

Jun
$5,045

Jul

Aug

Sep
$5,045

Oct

Nov

Dec
$5,045

Costs Negotiated rate: Rate card rate: Total Cost:

$5,045 $11,808 $20,180

Total negotiated savings per ad: Total negotiated yearly savings:

$6,763 $27,052

Ad Placement Guarantee The Client ad will appear on the inside front cover every issue. Rationale Chief Logistics Officer is a special supplement sent exclusively to 12,000 chief logistics officers and executives. The supplement is a mini magazine, generally around 32 pages. The magazine is polybagged with the regular issue of T&D, therefore ensuring the recipients will receive and read the both issues. The costs are the most effective of any active publication. The Chief Logistics Officer CPM is $420, compared to: Air Cargo World $504 Inbound Logistics $158 LM&DR $128 Traffic World $662 T&D $208 T&D/Industry Week $118 T&D/Midrange Enterprise $114 Warehousing Management $176
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Warehousing Management
Fields Served Warehousing Management serves the warehouse and distribution center market place, including manufacturing, retail, wholesale, government industries and others allied to the field. Definition of Qualified Recipient Qualified recipients are individuals in corporate logistics management, distribution center, corporate and operating management, warehousing, engineering and engineering management. Circulation Total qualified circulation: 50,063 Key classifications of circulation: 12.4% Corporate Logistics Management 80.3% Operating Management 4.4% Engineering and Engineering Management 2.9% Other qualified personnel Recommended Schedule Below is the recommended schedule for Warehousing Management. Please note, ad placement guarantees and added value listed below are contingent upon placement of this schedule.

Jan

Feb

Mar
$8,825

Apr

May

Jun

Jul

Aug

Sep
$8,825

Oct

Nov
$8,825

Dec

Costs Negotiated rate: Rate card rate: Total Cost:

$8,825 $17,785 $26,475

Total negotiated savings per ad: Total negotiated yearly savings:

$8,960 $26,880

Ad Placement Guarantee Logistics Client ad will appear in the special Transportation Management section of the publication. Bonus Distribution (Trade Shows and Conferences) IWLA (March issue) Frontline Solutions (September issue) Council of Logistics Management (September issue) Parcel Logistics Expo (September issue)
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Added Value Ad readership study for the March ad placement. Rationale Three times per year, Warehousing Management publishes a special section within it magazine. The section is entitled Transportation Management, and focuses on various logistics topics. This publication is new to the Client media mix, and will allow us to reach a new audience. We have also been able to negotiate a very good rate, which allows us the opportunity to use Warehousing Management as a supplement to the more dominant publications within the plan. The Warehousing Management CPM is $176, compared to: Air Cargo World $504 Inbound Logistics $158 LM&DR $128 Traffic World $662 T&D $208 T&D/Industry Week $118 T&D/Midrange Enterprise $114 T&D-Chief Logistics Officer $420

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