Cox Autotrader as it's now known recently combined print & online divisions into one corp entity. If any current ATC Reps are wondering why they revamped your compensation so drastically last year or if dealers are wondering why the rates jumped so drastically, just think of all the declining revenue from the print divisions (bleeding severely) now part of the mix, along with the double digit cancellation rates that ATC itself has experienced the past year or so. Someone had to pay and that someone is you, dealers & sales reps.
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AutoTrader.com Pricing???
- Thread starter Alex Snyder
- Start date
Dave is right but the bleeding in the print side was created by ATC. All of the online specials they created were designed to kill the print side. If that wasn't the idea, then someone didn't think things through, but that was pretty common.
They also can't stand the thought of running things beyond their 4 walls.
What prompted me to post I guess was I stumbled on the blog and saw a lot of the same assumptions about advertising being made. It was the first chance I have had to try and correct some thinking of some of the posters. For some strange reason I still hate to see you guys not make as much money as you can. I frankly shouldn't give a damn, but I have done this for too long I guess.
Someone needs to write a book on how not to run a business. ATC=Cox Auto Trader or How to take an industry leader and turn it into a solid 5th place.
They also can't stand the thought of running things beyond their 4 walls.
What prompted me to post I guess was I stumbled on the blog and saw a lot of the same assumptions about advertising being made. It was the first chance I have had to try and correct some thinking of some of the posters. For some strange reason I still hate to see you guys not make as much money as you can. I frankly shouldn't give a damn, but I have done this for too long I guess.
Someone needs to write a book on how not to run a business. ATC=Cox Auto Trader or How to take an industry leader and turn it into a solid 5th place.
Trouble in Toyland???? They just axed a large capital building project, guess Cox doesn't want to float the debt in this economy, could impact their $13 billion in annualized revenues.
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www.ajc.com
I think a lot of the autotrader value comes in not what the price is, but rather how many other dealerships in your area are using them and how effectively. Examples would be if you are the only MOPAR dealership using trader in 50 miles then it really pays off. However if there are 15 dealerships in 50 using it then you will probably not get good value out of the product. Also make sure that you are putting good descriptions and pictures up. I have found that the more up front and more descriptive you are the better the number and number of quality responses.-Steven Isakson
I forget to post above that the pricing can be good if you can get the blitz pricing. I was able to lock in 3 years of premium listings with 50 spotlights for $2800/month. I thought it was a good price at the time and I have sold 6 vehicles this month of Autotrader as compared to six total leads the month before.
GREAT TOPIC... As a former employee of Landmark which once owned Dominion Enterprises, which once owned 1/2 of AutoTrader.com and which once owned my former company Trader Publishing. As a Regional Sales Manager for AutoExtra.com from 2004-2005 in its 1st year launch I learned a lot about rate increases and bottom dollar budgets. What sold web advertising back then was market/web trends and demographics. Usually from a company who no one ever heard of and data that was atleast 1-2 years old. Our knowledge of online advertising has dramatically increased since then.
Now I sit on the dealer side where its my budget to control our advertising. I have realized that the reps from AT.com have become savy to our co-op funds and even started a department to adhear to its regulations.
As I sit here scratching my head about AT.com and the Cars.com and the AutoExtra.com's and the Automart.coms and all of these 3rd party websites. I find 1 thing in common, (SEARCH ENGINES). So before stroking that signature on that new fancy price increase they are trying to sell you. Instead invest that money in your own SEO program that directly impacts YOUR website not theirs. We are paying AT.com thousands of dollars a month so that they can build their online presence.
Another fact with Trader is that the AT Publishing reps didnt want to sell the new AutoTrader.com back when it first launched, it was taking away from their print business and risking relationships. So AT.com decided to separate on their own and ever since has been doing its best to move Trader Publishing Print out of the dealerships. Though they will never acknowledge my opinion here I once was a underpaid print and online rep. I saw it happen. They dont care about the dealerships ROI they just want to push the envelope year over year, but most of the problems is on us as a dealer because we get sold on all of these little ad-ons that the reps sell. Just focus on the PRIMARY reason you are listing your inventory online and realize that shoppers / customers are educating themselves on how to get around the gliter the websites put out and get right down to the product.
Now I sit on the dealer side where its my budget to control our advertising. I have realized that the reps from AT.com have become savy to our co-op funds and even started a department to adhear to its regulations.
As I sit here scratching my head about AT.com and the Cars.com and the AutoExtra.com's and the Automart.coms and all of these 3rd party websites. I find 1 thing in common, (SEARCH ENGINES). So before stroking that signature on that new fancy price increase they are trying to sell you. Instead invest that money in your own SEO program that directly impacts YOUR website not theirs. We are paying AT.com thousands of dollars a month so that they can build their online presence.
Another fact with Trader is that the AT Publishing reps didnt want to sell the new AutoTrader.com back when it first launched, it was taking away from their print business and risking relationships. So AT.com decided to separate on their own and ever since has been doing its best to move Trader Publishing Print out of the dealerships. Though they will never acknowledge my opinion here I once was a underpaid print and online rep. I saw it happen. They dont care about the dealerships ROI they just want to push the envelope year over year, but most of the problems is on us as a dealer because we get sold on all of these little ad-ons that the reps sell. Just focus on the PRIMARY reason you are listing your inventory online and realize that shoppers / customers are educating themselves on how to get around the gliter the websites put out and get right down to the product.
I just found this link from WARD, Cox is offer Autotrader.com for sale????
AT claim that their rev. hit 650M, and up 23% from last year. Why Cox want to dump it???
AT claim that their rev. hit 650M, and up 23% from last year. Why Cox want to dump it???
A set of ear plugs, a tinfoil hat and rose colored glasses are given to every management person at Autotrader.com.
Here is a tip: private sellers get a better deal than the dealers do.
Here is a tip: private sellers get a better deal than the dealers do.
I can't wait to see how many millions they spend on their annual Las Vegas sales conference. In Jan 2008 they went all out, I think the bill was 1.7 million. I think the AIG party planning committee has moved over to ATC!!!
