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Publishers Letter


U . S. trucking executives are warning of a shortage of tank truck capacity, due to growing demand for ethanol (which cannot be distributed by pipeline) and for ultra-low-sulfur diesel fuel (which is subject to sulfur contamination and may require dedicated tankers). In a recent issue of Transport Topics, the American Trucking Associations newspaper, truckers predicted that petroleum shippers will see freight rates for tank trucks go up with demand.

Lubricants, base oils and other components shipped by tank truck will be competing with fuels in the increasingly tight transport market. We have a ?nite number of drivers, and our trucks are running to capacity, one executive said. As the petroleum hauling industry, well see a continuation of solid demand in the face of an already strained fuel transportation infrastructure.

Hold on for a bumpy ride.

Sunocos ad in our July issue was rated most attention-getting. The competition was tough, but American Re?ning Group chalked up the highest score for most believable ad. And ExxonMobil Research and Engineerings ad was ranked most informative. Petro-Canadas ad had the highest composite score in the issue – the average of its attention-getting, believable and informative scores. Congratulations!

Twice a year, Readex surveys LubesnGreases readers, asking you to rate each ad in the issue. We provide the results at no charge to the advertisers, so they can learn to communicate more effectively with you.

Readex also found: Readers spend an average of 54 minutes with a typical issue, and 65 percent save their copies for reference. More than nine out of 10 readers have taken at least one action as a result of reading articles or columns. And an amazing two out of three readers have taken at least one action in the past year as the result of seeing ads in our pages (including discussing the ad with others, passing it along to others, recommending the product or service, contacting the advertiser, and purchasing/ordering the product/service).

Thats a phenomenal level of reader engagement. If LubesnGreases readers include your target market, dont delay. Call Gloria at (800) 474-8654 about advertising today – she has some terri?c early-bird deals to help you stretch your 2007 advertising dollars.

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