AAA Daily Fuel Gauge Report for Friday, 1/12/24

FreightWaves CEO Craig Fuller calls the truck driver shortage a “myth” in a recent piece of self-promotion, but his assertion collapses under the weight of facts and data. Fuller claims the mythical shortage is an ATA fabrication—a narrative perpetuated for our convenience. Of course, we’re not alone in reporting this issue. Driver shortages are global in scope, with growing vacancies felt across the Americas, Asia, and Europe, and documented in IRU’s 2022 Global Driver Shortage Report: In Europe, driver shortages jumped by 42% from 2020 to 2021, with vacant driver positions reaching 71,000 in Romania, 80,000 in both Poland and Germany, and 100,000 in the UK. In Mexico, shortages rose by 30% to reach 54,000, while in China, they increased by 140%, reaching 1.8 million.

National Average Price for Regular Unleaded Current: $3.873; Month Ago: $3.563; Year Ago: $3.931. National Average Price for Diesel Current: $4.347; Month Ago: $3.856; Year Ago: $4.999.

Marketers’ disgust with online ad fraud has created an opening for our industry, but we’re not ready to take advantage of it. Our out-of-date, out-of-synch approaches to magazine advertising proposals are holding us back from taking advantage of this new opportunity. Judging from my interactions with advertising sales reps, they’re seeing fewer digital-only RFPs these days and more media-agnostic ones. Marketers who were in the “print is dead” camp now seem intrigued with the ability of print to engage their most valuable prospects. But simply buying ad pages in general-interest magazines is not their idea of effective targeting.