TractionLife.com | Media Kit 2018

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Independent Source for New Cars Buyers & Motorheads

For those who prefer the path less travelled.

TractionLife is about hitting the road and enjoying life. We speak to new car buyers and motor-enthusiasts who prefer the unbeaten path, paving their own way in search of adventure, culture, and the best in gear.

From informative, useful info on the journey to buying that new vehicle, to engaging stories and features in the world of motors and beyond, our readers are discerning men who think independently, live an active lifestyle, and value their time above everything else.


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Editorial-focused

With so much fluff and inaccurate info online these days, we take pride in putting quality first with a focus on our editorial approach — we’re a small team, but no excuses. As members of the Automobile Journalists Association of Canada, we keep our standards in check.

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Credible + Independent Voice

A team of award-winning journalists and contributors for an award-winning, independent website — nobody likes a show off but we’re proud of our ongoing work and the things that differentiate us from the pack.

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High-Quality Content

Churning out high-volume, watered-down content to keep up with the numbers is not our style, even if our traffic takes a hit. We realize today’s reader demands more, from a great user-experience to terrific, informative, and entertaining content. We work hard to hit those points.

> 2016 Kia Best Website Award (AJAC Awards, Ontario)

> 2012 Nissan Best Website Award (AJAC Awards, Ontario)

> A Google News Syndicate Partner

> 3000+ pages indexed with Google

> 550+ quality back links from authority sites

> Authoritative Domain: 6 years old


 

Audience

Growing our audience – the right way

We launched in 2012, and while making a lot mistakes along the way in a somewhat unscrupulous industry, our goal to produce great content by professionals for passionate motor enthusiasts & new car buyers never wavered. Growing our audience today includes a great UX, maintaining on-page/off-page SEO & optimization, and continue publishing timely, informative & entertaining content our readers will value.

Target Market:

North American men shopping for a new vehicle. From young, single professionals to established, career-driven fathers who all value their time, do their research, demand the best, and strive for a positive, active lifestyle.

 

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Gender:

Our target market is male, comprising over 80% of our audience

 

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Jan 1, 2017 – Dec 31, 2017 (Google Analytics)

Age:

50% of our audience is between 25 to 44 years old

Jan 1, 2017 – Dec 31, 2017 (Google Analytics)

 

 

Geo:

We speak to english-speaking, North Americans who make up majority of our visitors

Jan 1, 2017 – Dec 31, 2017 (ComScore & GoogleAnalytics)

Affinity & Interests:

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Jan 1, 2017 – Dec 31, 2017 (Google Analytics)


Acquisition & Behaviour

Paid campaigns and advertising work every time but our key objective is acquiring readers through earned channels, primarily organic/search by targeting new car buyers.

Reach:

Key Metrics:

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Jan 1, 2013 – Dec 31, 2017 (Google Analytics): Avg. metrics over 5 years

New vs Returning Visitors:

Returning Visitors spend avg. 3:00+ minutes on site & view avg. 2.5 pages per session

New Visitor growth led by increase in search

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Jan 1, 2017 – Dec 31, 2017 (Google Analytics)

Top Channels:

1.Organic: key objective today is growing our search traffic by optimizing our site & content; our organic reach increased over 200% from 2016 to 2017

2.Direct & Referral: Google News and other referral sources including premium sites continue to bring visitors

3.Social: social is not the huge referral driver it once was; but performs extremely well with paid campaigns

4.Email: goal is to increase our email readership, continue growing our list, with more emphasis on quality newsletters

5.Paid Search: pay to play – we’re setup for paid campaigns and they always work for our client

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Jan 1, 2017 – Dec 31, 2017 (Google Analytics)

Social:

Facebook: we’ve grown our Facebook audience to over 8k over past 5 years; however today, engagement is best and performs very well with targeted paid campaigns.

Pinterest: growing, active audience since 2013; less time reading content, more about images

Twitter: not a huge referral source anymore but reader engagement is high viewing 5 pages per visit & spending nearly 10-minutes on site

LinkedIn: high-quality audience reaching relevant industry readers spending average over 6-minutes consuming our select posted content

Instagram: our new channel since early 2017; performs best when paired with Facebook paid campaigns

Reddit: we’re able to reach highly-targeted, engaged viewers through this platform spending over 5-minutes & about 3 pages per session

Other: we also have profiles and share content on Google+, StumpleUpon, Digg, Delicious, AllTop, Pocket, and others

social media kit 2018
Jan 1, 2017 – Dec 31, 2017 (Google Analytics)

Top Devices:

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Jan 1, 2017 – Dec 31, 2017 (Google Analytics)

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