New Emphasis on Quality Listings Helps Rock & Dirt Customers Make Sales

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Rock & Dirt used to consider itself a publisher. Things have changed, though, at least in terms of purpose. Rock & Dirt now focuses on quality listings to generate leads for advertisers from its publication and

Rock & Dirt used to consider itself a publisher. Things have changed, though, at least in terms of purpose.

“We’re a sales lead generator,” said Travis Clark, sales manager. “We still publish but now the focus is on generating leads for our advertisers, and the key to generating those leads is quality listings.”

Advertising is about results, explained Clark. He said one way that success is measured at Rock & Dirt and is by phone calls and email leads that are generated for advertisers.

“It’s easy for customers to monitor our effectiveness by tracking ad response with unique, toll-free phone numbers,” said Clark, “and by following our web traffic and email leads. With over 800 advertisers, we see what makes the difference between a highly effective advertiser and an underperforming one.”

Clark said the biggest difference in success is quality listings in the publication and on

“Two advertisers recently had the exact, same piece of equipment for sale on,” he said. “Dealer A listed theirs at a higher price with 15 photos. Dealer B listed theirs for less but with no photos. In just one day, Dealer A’s machine received 1,600% more views, even though Dealer B’s machine was priced less.”

Clark said completeness helps to define quality listings. Quality means including several photos from different angles of the cab interior, tracks, tires, engine, areas prone to wear, and extra attachments. In most cases, he said, photos make the difference between companies that are selling 10 or 20 machines a year, and those selling hundreds.

Clark remarked that it is also important to provide as much description as possible, with spec sheets, if available. “This is especially true if the asking price is above average,” he commented, “because buyers want to know why your machine is worth more than average.”

Rock & Dirt features heavy equipment, trucks, trailers, cranes, parts, attachments and dismantled machines. Published three times monthly, the magazine is mailed to contractors and other end-users of heavy equipment in every state of the U.S., and more than 130 other countries. Each print issue focuses on a specific U.S. region: Eastern, Central and Western.

Rock & Dirt is published by TAP Publishing, which has operated since 1937 in Crossville, TN. For more information, email Travis Clark, sales manager, at, or call 800-251-6776 or 931-484-5137.


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