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Contact: Advertising Sales (603)640-6161 (USA) sales@race-cars.com

www.race-cars.com
The Race Car Sales Site
Advertiser Information Kit
 

The Race Car Sales Site
    Purpose
    Identity
    Promotion
    Site Stats
Target Audience
    Race Car Buyers
    Demographics
    Projected and Actual Traffic
    Equivalent Print Costs
Available Buys
    Site Sponsor
    Banner Ads
        Available Locations

Glossary

This document is available online at http://www.race-cars.com/adkit.htm.

The Race Car Sales Site TOP
Purpose
The Race Car Sales Site, www.race-cars.com, was created to provide an Internet marketplace for road racing cars, both historic and modern. This function has been provided by niche magazines and specialist publications. By taking advantage of the unique delivery capabilities of the Internet we have created a new, highly efficient, interactive, and involving marketplace for motorsports participants. The site has attracted a rapidly growing viewership which currently rivals the circulation of print publications in this market. We attempt to update site content daily and are constantly adding new features.

This race car sales marketplace provides an excellent location for motor racing specialist firms to reach their target audience. The site also delivers an audience of exceptional demographics to businesses interested in reaching affluent, upscale consumers.

The site has been online since February 1997. It has been developed in-house by race-cars.com, ltd. The site is supported by a dedicated web server operated by the firm.

Identity
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The site has been developed with a consistent, conservative, and image-intensive look. The market for racing cars is international and pre-sales activity is supported by photographs. Our site is optimized for delivering multiple high-quality images of every car on offer, available in various sizes to match connection speed. We are much appreciated by our audience for the depth of visual material we provide. To further support this photo-oriented approach we have agreements with many trackside photographers to use their material, allowing us to supplement technical material with stunning action shots. Plans are also underway to offer video clips.

A distinctve logo was developed for the site. Based on a single black square from auto racing's checkered flag, it was designed to stand out prominently on a cluttered classified advertising page. Black and white squares, small photographs, and manufacturer's badges are used throughout the site as navigational icons. The site features a very well thought out structure and navigational scheme.

Promotion
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The site is extensively supported by print ads in the classified sections of many of the publications which feature race car sales. These print placements include every issue of the following:
"Hemmings Motor News" the monthly car collector bible
"Sports Car" the monthly magazine of the Sports Car Club of America
"Victory Lane" the most popular magazine for Vintage or Historic Racing
"Autosport" the leading international auto racing publication

The site has been actively promoted on Web search engines. Since March of 1997 a Yahoo search for "race cars for sale" lists us at the top of the results. We actively promote reciprocal links.

race-cars.com, ltd. actively promotes the website trackside at road racing events. Attractive kiosks with computers hosting the website content are set up temporarily at high traffic locations trackside, such as competitor lounges and snack bars. We are also securing agreements with retailers who maintain trackside outlets to permanently install kiosks in their stores. We have an agreement with Driving Impressions at Lime Rock Park and are conducting discussions with Pegasus for Road America and Truechoice at Mid Ohio.

Target Audience
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Race Car Buyers
The site supports sales of racing cars based on the European road racing model. It has no involvement with circle track racing cars or drag racing cars.

The market for road racing cars is divided into two distinct segments; modern, and historic or vintage. In the US the two segments are administered by different sanctioning bodies. Participants in the two segments also have somewhat different demographics.

The primary sanctioning body for modern road racing in the United States is the SCCA or Sports Car Club of America with over 53,000 members. The SCCA conducts excellent demographic studies on its membership yearly, the most recent is from October 1996.

Historic racing the the United States is administered by multiple sanctioning bodies which operate on a regional level. None of them have commissioned a definitive demographic study. Luckily, a leading historic racing specialist publication, "Vintage Motorsports" produced just such a study of it's readership by Erdos & Morgan in December, 1990.

Demographics
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Race Car Buyer Demographics
ParameterSCCA Members"Vintage Motorsport" readers
median age40.546
males86%98.4%
ages 25-4450%n/a
married74%n/a
average annual income$82,550$169,100
4 year college61%70.2%
managerial occupation32%50.6
homeowner84%93.8%
% income greater than47% - $80,00084% - $50,000
50% - $100,000
own 4 or more cars23%33%
mail order buyer58%88%
owns competition car52%55%
attends motorsport events87%93.4%
hold investmentsn/a88.5%
brokerage/financial planning acct26%52.2%
annual spending on racecar$4,595$17,400
use Internet/online service55%n/a
Copies of both studies are available, including an extensive brand preference study of SCCA members.

Viewership
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We are experiencing extremely rapid growth in viewership. The US road racing car-buying community is approximately 42,000, based on figures from the SCCA and historic racing organizers. The rapid growth of the Internet will continue to provide us with new international customer bases. The worldwide race car buyers market is in the hundreds of thousands. For example, in England the RAC (Royal Automobile Club) licensed 31,341 competition drivers in 1997. The figures for all of the European countries are equivalent. Motorsport is massively popular in South America and is rapidly accelerating in the Pacific Rim and Asia as those countries develop automobility. The following tables lists our actual monthly page loads and unique hosts. The name of the month in the tables is a link to the detailed site statistics for that month.

Original Road Racing Site
Site Traffic 1998
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers6,9377,4079,7809,0406,8545,961 6,4156,4117,2218,2608,8168,609
Page Loads71,187 73,823102,995 107,88592,959 92,283107,187 150,815184,269 175,862188,370 187,418
Site Traffic 1999
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers10 88711 65512 95512 85114 03013 578 13 74516 33918 01720 75329 12328 855
Page Loads248 766 272 690219 687 204 392223 575 248 262239 630 316 826303 188 408 051431 079 439 293
-
Combined Road Racing, Oval and Drag Sites
Site Traffic 2000
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers40,668*43,034*48,68045,42343,00941,956 45,07649,94247,21857,50065,06967,915
Page Loads668,171* 784,742*1,174,829 984,031962,818 894,6341,031,898 1,220,6521,127,107 1,557,8451,696,478 1,884,272
Site Traffic 2001
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers80,68274,27682,88568,97074,91566,878 71,62975,48361,38872,19473,03665,448
Page Loads2,067,779 1,806,0462,017,737 1,683,8381,805,236 1,623,3761,807,424 1,865,8641,364,421 1,769,6311,703,341 1,424,307**
Site Traffic 2002
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers78,22276,60788,528*76,948*75,82775,958 79,03093,81496,532112,04098,13894,865
Page Loads1,648,112** 1,606,351**1,598,030* 1,719,043*1,806,187 1,675,8201,927,700 2,256,1932,092,916 2,276,5591,943,197 1,654,146
Site Traffic 2003
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers100,26690,48483,67677,56276,56667,937 65,79272,10881,80088,23486,15785,561
Page Loads2,094,889 1,639,4071,638,896 1,627,4971,447,415 1,311,1841,242,599 1,324,8061,478,243 1,644,818 1,685,073 1,635,211
Site Traffic 2004
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers96,33489,78696,62993,67984,68674,186 81,76191,686100,21194,09699,334101,956
Page Loads1,674,110 1,540,7401,683,479 1,599,9961,765,830 1,586,5441,761,900 2,023,6571,965,599 2,027,2962,224,851 2,131,758
Site Traffic 2005
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers110,211106,862117,688104,428109,039102,749 102,478107,012106,060110,788103,218106,154
Page Loads2,288,816 2,172,6312,358,751 2,081,4572,108,088 2,077,0262,145,616 2,257,3092,286,898 2,426,6672,296,911 2,334,706
Site Traffic 2006
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers124,584115,012125,786114,692106,72092,908 96,615118,243123,321153,999*137,656*118,736
Page Loads2,499,287 2,398,7872,602,300 2,383,3532,384,021 2,131,7302,060,336 2,444,7212,518,790 2,734,786*2,555,250* 2,566,120
Site Traffic 2007
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers129,117126,557123,566115,314109,225107,178 113,762109,468109,567124,988!99,378 111,353
Page Loads2,541,040 2,392,5222,480,604 2,384,6592,347,357 2,226,1492,473,578 2,480,1242,263,894 2,571,040!2,245,870 2,421,398
Site Traffic 2008
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers139,393!!107,184122,923143,807!*124,376121,641 146,317!**100,362108,654111,970131,431*97,575
Page Loads2,364,938!! 2,126,1362,414,265 2,271,127!*2,343,128 2,390,9542,551,654!** 2,252,9152,432,495 2,749,6963,075,178* 2,278,732
Site Traffic 2009
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers120,989105,002110,338107,050115,860124,082 148,081107,231147,614116,026110,965108,421
Page Loads2,505,523 2,138,6372,369,158 2,454,6132,784,672 2,619,7193,675,685 2,848,6862,954,618 2,947,1373,113,236 3,745,449
Site Traffic 2010
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers119,485113,558117,720107,627100,71192,473 95,95099,766100,042100,13497,30894,463
Page Loads3,003,816 2,208,7222,971,044 2,639,3752,641,638 2,465,3642,707,904 2,537,4852,721,421 2,756,3293,099,460 3,023,901
Site Traffic 2011
Jan. Feb. March April
Viewers103,13994,51498,37996,741
Page Loads3,512,869 3,166,5782,621,768 3,131,344
-
Road Racing Site Only
Site Traffic 2000
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers31 64530 10333,53430,37627,69726,976 29,13330,75029,18734,79538,45435,941
Page Loads515 042 525 554649,030 516,835505,918 467,300545,666 614,590504,316 677,849697,256 688,423
Site Traffic 2001
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers42,47338,75245,85738,02643,96840,080 42,21243,71436,55742,50443,63342,346
Page Loads734,360 636,888771,785 704,410762,643 684,099751,831 828,235634,425 754,817744,079 767,152
Site Traffic 2002
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers52,63751,36646,313*46,978*49,56348,609 49,05453,48953,49564,81359,35454,716
Page Loads885,740 884,758638,408* 759,177*904,986 775,219881,558 975,673883,326 980,666860,276 683,580
Site Traffic 2003
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers59,72155,38854,12252,60052,34344,419 40,02142,37750,56158,11155,82254,273
Page Loads946,732 763,091820,735 843,223757,142 703,812665,969 685,000803,276 918,671943,483 989,369
Site Traffic 2004
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers62,35457,34360,55959,99056,86250,462 55,56462,55169,67767,85771,14973,313
Page Loads985,687 898,856909,727 864,4131,025,886 889,983977,362 1,120,6131,089,417 1,191,6871,253,747 1,226,078
Site Traffic 2005
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers79,11977,80585,24379,74983,72478,302 77,41481,12181,59487,69180,77983,025
Page Loads1,277,217 1,246,8041,331,197 1,260,8421,296,929 1,276,2711,344,655 1,362,3311,471,511 1,549,6681,489,901 1,561,024
Site Traffic 2006
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers96,81887,55692,64683,34583,25472,407 74,81691,54995,312110,489*96,755*93,787
Page Loads1,620,893 1,580,7531,670,401 1,518,1671,597,275 1,359,4431,325,597 1,636,0441,676,541 1,864,483*1,732,794* 1,741,841
Site Traffic 2007
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers102,205100,71696,88288,41983,65581,589 85,51183,25484,42294,594!74,07985,960
Page Loads1,763,710 1,642,5831,709,628 1,679,7871,597,513 1,568,5551,707,191 1,757,8101,647,465 1,795,797!1,594,015 1,765,182
Site Traffic 2008
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers95,488!!81,84096,751101,208!*99,72096,556 109,783!**76,94985,71288,13790,725*70,986
Page Loads1,708,929!! 1,524,2491,776,073 1,666,492!*1,747,062 1,803,5311,952,501!** 1,716,7641,855,439 2,149,1132,198,251* 1,674,585
Site Traffic 2009
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers93,39880,27885,28783,49790,35488,467 96,30685,070113,78792,37587,99884,867
Page Loads1,918,578 1,678,6891,871,836 1,939,4152,149,406 2,014,5212,410,106 2,183,5982,225,189 2,193,2782,335,345 2,719,562
Site Traffic 2010
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Viewers94,58991,91694,27486,25479,88573,018 74,87278,24678,23178,96176,67475,034
Page Loads2,283,352 1,694,0571,787,776 1,973,2611,919,245 1,907,0742,043,809 1,905,2752,046,214 2,095,5892,311,597 2,221,475
Site Traffic 2011
Jan. Feb. March April
Viewers81,96575,80177,88975,871
Page Loads2,283,352 2,308,3931,937,272 2,242,470
! extrapolated from 26 day data for race-cars, complete data for the other sites
!! extrapolated from 19 day data for race-cars, complete data for the other sites
!* extrapolated from 15 day data for race-cars, complete data for the other sites
!** extrapolated from 12 day data for race-cars, complete data for the other sites
* estimated from partial data
** The Drag Racing message boards were taken down for a major upgrade during this period resulting in a
    temporary decrease in total traffic although traffic on the rest of the site continued to increase.

See Also: Drag Racing Site Stats   Circle Track Racing Site Stats

Equivalent Print Costs
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As an example of the costs of reaching this market through conventional media we quote advertising rates for "SportsCar", the official magazine of the SCCA, and "Vintage Motorsport". We also include circulation figures and our projected "match date", the point in time that we expect to match that circulation figure with our monthly viewership based on a 20% monthly growth rate.

Placement Cost (1x, 4 color)
PublicationCirculation"match date"1/4 PageFull Page
SportsCar37,56510/98$1690$2,400
Vintage Motorsport12,000+3/98$660$1980

Available Buys
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Site Sponsor
As full site sponsor an advertiser will have the opportunity to implement cutting edge Internet advertising concepts which extend far beyond the conventional banner ad. The Sponsor's identity would be distributed throughout the site, with linked logos on every page as well as prominent content on major directory pages. The opportunity exists for the sponsor to develop and distribute content on the site and conduct market research online. The only advertising material we would place on our Home Page would be that of a site sponsor.

Potential site sponsors include national brands with an existing involvement in Motorsport such as Miller Racing, Coca-Cola, Marlboro, Texaco/Havoline. Also, advertisers currently involved as series sponsors in modern and vintage racing such as Merrill-Lynch, MCI, Rolex, and Chrylser are candidates. This is also an excellent opportunity for an established specialist publication or business serving the motor racing community.

As a straight media purchase site sponsorship is available as a minimum quarterly buy. Based on a CPM of $100 and a conservative 10% monthly growth rate the sponsorship cost for the first quarter of 1998 would be $17,000, for the year it would be $110,000. This represents excellent value for the advertiser as our viewership growth rate is currently 3 times the projected rate.

Partial Site Sponsor
It is also possible for an advertiser to sponsor a significant segment of the site, such as all pages which present photographs. This would be a logical purchase for a firm in the imaging business, such as a film or camera manufacturer.

Banner Ad Placements
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We have a banner ad program currently in place. Banner locations are available on virtually every page of the site. Placement costs are determined by the viewership of the location, as measured by page loads or "impressions". By employing locations on the site with different traffic levels we can design a campaign for a wide range of budgets. This also provides advertisers with the ability to "own" a particular location in the site which may be related to their business. Only one banner ad will be run per page.

We are basing our banner placement costs on a CPM of $100 per 1000 page loads or impressions, minimum placement 1 month based on the statistics from the preceeding month. We also offer a fixed price placement option, for a 3 month period, which is based on the projected exposures for the location assuming a conservative 10% monthly growth rate. This is excellent value as our current growth rate is over three times that level. Longer term buys are available to advertisers wishing to sponsor a specific site location.

Since our viewership is growing so rapidly the cost for a specific location will escalate. For advertisers wishing to maintain a constant level of expenditure we can offer a Fixed-Cost Placement Program. Under this program if a given location generates more traffic than the advertiser wishes to commit to we can move his banner to related pages which will generate an equivalent level of traffic, keeping his costs, and exposure, constant.

We have no billing system, rates are based on EFT payment prior to placement. Every month we make the previous month's viewing statistics available on the site. This way the advertiser can directly monitor the performance of his placement. If we are hosting the advertiser's support material we can also provide "click-through" rates.

Banner content can either be provided by the advertiser or generated by us for an authoring fee of $50 per hour. Typical static banners are produced from advertiser's existing web material or other promotional material in a few hours. Banner ads usually are links to additional content for the advertiser, such as their web site or catalog pages. For advertisers who currently do not have a web presence we can produce additional content pages at very reasonable cost. With our affiliated site design firm we can provide complete content generation. Descriptions of available site locations follow.

Available Locations
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Race Car Sales Pages
The Race car sales pages are organized in three levels, Directory Pages, Listing Pages, and individual Car Detail Pages. Banner ad locations are available on each level, with the top directory levels being the most expensive due to higher traffic.

There are three directory pages, organizing the cars for sale by class or formula, type (modern/historic, open wheel/closed wheel), and marque or manufacturer. Each directory consists of icon links to listing pages.

Listing pages contain brief descriptions of all cars in a particular category, such as Formula One cars or Lotus cars. Each car description has links to the car detail pages.

The detail pages consist of a spec sheet page and a photo page. The spec sheet page contains mostly text and sometimes links to other documents on the car. The photo page contains small "postage stamp" or "thumbnail" versions of photos of the car. These are links to a full-screen version of the photograph which is presented on it's own page.

There is also a race engine directory and listing pages for specific engine types.

The directory pages and listing pages are high traffic locations. All access to individual cars is through them. They are excellent buys for a variety of advertisers ranging from automobile manufacturers to brokerage firms. These locations are also of interest to motorsport related firms and suppliers. It is an opportunity to reach a high discretionary income viewer when they are in the act of contemplating a major purchase. Typical placement costs are listed below.

Average Placement Cost per Page
PageJan. 1998Q1 1998Q4 1998 (projected)
Directories(4)$220.$735.$4,750.
Listings(31+)$125.$415.$2,680.
Individual Car/Engine Pages(300+)$20.$70.$450.
Individual Photo Pages(1800+)$3.50$11.50$75.

Message Boards
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One of the most popular features on the website is our interactive Message Boards. They consist of three self-post message boards, where viewers can enter postings about race car parts for sale, parts wanted, and a general forum for requests for information, etc. Other viewers can then post follow-up messages to conduct dialogues. Race cars are very limited production vehicles with often severe parts availability problems. The trade in race car parts has always been very active.

These locations are high traffic locations especially suitable for communications companies and motorsports suppliers and manufacturers.
Average Placement Cost per Page
PageJan. 1998Q1 1998Q4 1998 (projected)
Message Boards(3)$125.$415.$2,680.
Individual Messages(400+)$4.$14.$90.

Reference Pages
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A variety of Reference Pages are available for ad placements on the website. These pages provide information ranging from currency exchange rates to summaries of the production of major race car manufacturers. One page consists of site links to racing circuits around the world. The site also contains many instructional pages. These Reference Pages yield midrange placement costs. By strategically combining placements on these pages a very effective and well-distributed campaign can be constructed for a wide range of budgets.

Organization Pages

The site also hosts an increasing number of pages devoted to special-interest groups such as Marque Registers and Race Organizers. These highly targeted pages are of great potential interest to niche marketers and motorsport related businesses. Negotiations are ongoing to add pages for several major race organizers.


Glossary
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Banner Ads Banner ads are 468 by 60 pixel horizontal rectangles which can contain content specified by the advertiser. They are usually links to one or more pages of additional content for that advertiser. Banners are usually placed at the top of the page, just below page headers.
CPM Cost per Thousand impressions. CPMs can vary widely depending upon the medium and intensity of exposure, from a dollar for roadside billboards to $200 for direct marketing order placement calls. Costs are somtimes expressed as CPI or cost per individual impression.
EFT Electronic Funds Transfer or interbank wire transfer
Historic Racing Also called Vintage Racing in the US, it involves race cars which are usually a minimum of 20 years old. Typically less aggressive that modern racing, it is not so concerned with finishing position and more concerned with exhibiting historically important cars at speed.
Hits Internet jargon for a request for an item from a server. Initially used as a measure of viewer impressions but not really valid as such. If a page contains text and two graphics this would be reported as 3 hits, since graphics are requested separately from the page. It is really a measure of server activity.
Impressions Advertising term for viewer exposures applied from everything to roadside billboards to magazine page views.
Link An element on a web page which when clicked on by a mouse transports the viewer to another location. Links can be either colored underlined text or graphics, such as an icon, logo, or photo.
Page Loads A server statistic reporting the number of requests for web pages. Unlike "hits" it is a valid measure of viewer impressions since it is not inflated by requests for graphics contained on the page.
Pixel Abbreviation for Picture Element, the basic building block for digital pictures, it is the smallest resolvable spot in the image which can be of various colors. Typical computer monitor image sizes are 640 by 480 and 800 by 600 pixels, horizontal and vertical.
Road Racing Motor racing conducted on purpose build tracks which are designed to simulate a typical secondary public road, with curves of various radii and elevation changes. Hugely popular throughout the world, it encompasses Formula One, some Indycar events, intermediate formulae, and club racing.
Unique Hosts A statistic reported by a web server which identifies the number of unique locations (hosts) on the Internet which have requested material from the server. It is used as an approximate measure of viewership. Viewership is usually about 10% higher since multiple viewers can access the Internet from the same host.
Web Server A computer system responsible for providing content on-demand to the Internet. The server consists of both hardware (a computer), and software designed to deliver World Wide Web pages to remote viewer's browsers. Web servers record statistics on all content delivered to viewers, allowing detailed use analysis.


 
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