What 4WD/Caravan/Travel mags are popular these days?

Submitted: Friday, Jun 08, 2018 at 17:26
ThreadID: 136809 Views:1619 Replies:20 FollowUps:20
Hi folks, just interested to know what magazines you would recommend for us to run some advertising in - looking to broaden our audience to promote the ExplorOz Traveller app and no longer feeling current on the range of magazines so keen to hear your feedback, cheers
Michelle Martin
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Reply By: Michael H9 - Friday, Jun 08, 2018 at 17:40

Friday, Jun 08, 2018 at 17:40
I rarely read the actual magazines any more, but if I do I prefer 4X4 Australia. I mostly buy them for the dvd's. I like that they aren't yobbo's trashing the tracks having "insane weekends" or similar. The Great Australian Bight trip through Bilbunya Dunes available on Youtube is outstanding.
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Reply By: Jonty - Friday, Jun 08, 2018 at 17:46

Friday, Jun 08, 2018 at 17:46
.Caravan World is now the most read.
Have a look at Caravan and Motorhome and 4x4 sites
Express publications.own quiet a few mags.
Cheers
John
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Reply By: Gerard S - Friday, Jun 08, 2018 at 17:49

Friday, Jun 08, 2018 at 17:49
I suspect Social Media, Facebook etc is probably as powerful as Magazine advertising. I had 20 years in the media and see it slowly sinking under the onslaught of Social Media. The younger generation demographics , who you need to attract and keep, are falling for both print and radio. My 2 bobs worth.
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Follow Up By: ExplorOz Team - Michelle - Friday, Jun 08, 2018 at 17:55

Friday, Jun 08, 2018 at 17:55
Yes I certainly agree but aiming to spread our budget around most of the mediums. Even if the magazines are only being bought for Dr's waiting rooms I feel like I should still include it?...??
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Follow Up By: Banjo (WA) - Saturday, Jun 09, 2018 at 07:27

Saturday, Jun 09, 2018 at 07:27
Ha Ha, doctors waiting room.

Last week I was reading a waiting room mgazine and thought:

'This seems a bit old'

I found the date on the front - 1984.

Yep, 34 years old.

Might be good advertising for when the grandkids take over ExplorOz
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Follow Up By: Allan B (Sunshine Coast) - Saturday, Jun 09, 2018 at 09:51

Saturday, Jun 09, 2018 at 09:51
.
Maybe this should be in Friday Funnies, but........

Bloke goes into the doctor after a half-hour in the waiting room.....
Says to the doctor "Gee, that was terrible about that shipwreck".
Doctor says "What shipwreck?"
Patient replies "Happened last month. I was just reading about it in a Reader's Digest. Ship was called the Titanic".

In truth Michelle, the doctor's magazines are discards from the staff...... mostly social drama rags like 'Who' and 'New Idea'. Although if it is a Medical Specialist, you may find a 'Luxury Yachting Monthly'. rofl
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Reply By: Frank P (NSW) - Friday, Jun 08, 2018 at 18:00

Friday, Jun 08, 2018 at 18:00
I like the Pat Callinane emags and paper mags.

E Mags: Unsealed 4x4 and RV Daily
The only paper mag from any publisher that I get now is Pat Callinanes 4x4 Adventures.

I think they're a cut above the average, and the often interactive ads in the eMags are attractive.

I used to get Overlander, but it has morphed from an informative 4x4 travel magazine oriented toward journeys and destinations to insane builds, juvenile jargon and all the associated rip-tear-bust stuff that the rest of them seem to think is what the market wants.

I dropped 4x4 Action for the same reasons as above.

The magazines are personal taste, of course. What would give you the best exposure would probably be one of those I don't like. :-)

Cheers Frank
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Reply By: Member - Keith P (NSW) - Friday, Jun 08, 2018 at 18:49

Friday, Jun 08, 2018 at 18:49
I subscribe to 4x4 Australia , On The Road , and Outback. All of them are read to death...then go as dunny library for a while...and when I get a few ....drop then off at my barbers shop. He says they don't last long as they get pinched....so last time I tore out a couple of middle pages. Apparently that worked ...as he still had them a few days ago.....and they were all dogeared and turned inside out....so methinks they get read pretty well.

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Reply By: Member - Jim S1 - Friday, Jun 08, 2018 at 19:34

Friday, Jun 08, 2018 at 19:34
Hi Michelle
The only magazine I get is Pat Callinan's 4x4 Adventures, and it seems pretty popular with many travellers.
My son subscribes to https://www.outdooraustralia.com/magazine , which might also have subscribers who would be interested in your offerings.

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Reply By: Member - Boobook - Saturday, Jun 09, 2018 at 07:15

Saturday, Jun 09, 2018 at 07:15
I hope this is not out of order Michelle but IMHO Hema owns the (declining ) magazine audience. They have a great set of touring meps and spend a truck load in sponsorship.

You have a ready market on this forum. Many of the users also populate other forums, and as someone who has an interest in mapping I can tell you the word gets around the forums on what is popular and what is not. I think you should look to work with your existing readers more closely. I have never seen people recommend EO traveller on other forum GPS sections. Why is that? Word of mouth must be important for mapping.

I have Memory Map with EO. But for whatever internal reasons you and Memory Map have abandoned me as a customer on the EO upgrades of MM. I know you say it is up to them, but that is a little like Apple saying that a faulty apple is up to JB HiFI - I gave up waiting, and use the similar free 250K topo map from MM.

I also had some interest in the EO app on a PC, but you force me to buy it before tying it, with no recourse if I don't like it or it has bugs. There is no indication of what it looks like or how it works. So I decided not to proceed. Surely a 7 day free trial would spur a lot of interest.

My last piece of unwanted advice is IMHO you should take support questions away from the normal forum, to a dedicated support area. As a regular forum user, my main exposure to EO traveller is a bunch of complaints and bugs on the forum. It is easy to look at those and think "Thank god I never bought that";

If it was me I would get those conversations away from the front page..

FWIW....





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Reply By: Mikee5 - Saturday, Jun 09, 2018 at 07:47

Saturday, Jun 09, 2018 at 07:47
I have an extremely low opinion of anything EMG. They are full of paid advertorial and have ceased to be relevant or informative for me. Facebook and EO are now my sources of info.
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Follow Up By: Frank P (NSW) - Saturday, Jun 09, 2018 at 08:46

Saturday, Jun 09, 2018 at 08:46
I've come to the same conclusion about EMG products, but collectively they do have the circulation as far as paper mags go. EO Traveller could get a lot of exposure advertising with them.
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Reply By: Member - McLaren3030 - Saturday, Jun 09, 2018 at 09:13

Saturday, Jun 09, 2018 at 09:13
Hi Michelle, as others have mentioned, Social Media is the new “black”. Facebook has a plethora of Caravan & Traveller pages, might be worth looking at some of these sites. Also, I think the E-Magazines are probably more popular than printed magazines. I subscribed to the Pat Callinan E-Magazines, but I also subscribe to the printed Carlisle Rogers 4WD Touring Australia magazine.

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Reply By: Griffin - Saturday, Jun 09, 2018 at 09:18

Saturday, Jun 09, 2018 at 09:18
Have you considered the CMCA mag "The Wanderer"?
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Reply By: Life Member - Duncan W (WA) - Saturday, Jun 09, 2018 at 11:10

Saturday, Jun 09, 2018 at 11:10
Being a parochial West Aussie, there is only one mag worth its salt and that is Western 4W Driver by Nick Underwood!!!!!

BTW just noticed how skinny the latest edition of 4WD Action mag is compared to days gone by and just a mag full of ads.

cheers Dunc
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Reply By: Idler Chris - Saturday, Jun 09, 2018 at 15:01

Saturday, Jun 09, 2018 at 15:01
Hi Michelle,

You could try some of the UTubers like Ronny Dahl and Andrew St Pierre White.

I would think the grey nomads should be one of your main targets.

Maybe an offer to some Clubs like 4x4 clubs, caravan clubs, camping groups etc with a kick back to the club for each unit sold or a discount scale dependent on quantity sold within the Club.

What about asking people to write an article on the Traveller App and how they used it, with a prize for the best article every, say 6 months.

The fast food outlets set up next to each other because they feed off each other. Maybe look where the likes of Hema and Wikicamps hang out and do the same.

Grey nomads are a big part of the ute and their wagon equivalents market like the Isuzu D-Max and Isuzu MUX. Maybe a deal with a vehicle manufacture(s) or dealers for the App at a discounted price as a deal sweetener on a new vehicle.

Geez Michelle, you have made me go back 15 years to when I was working.

I hope everyone's ideas help.

Cheers, Chris




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Follow Up By: Member - Stephen L (Clare SA) - Sunday, Jun 10, 2018 at 11:16

Sunday, Jun 10, 2018 at 11:16
Hi Chris

I never ever disagree with anything you say, but there has to be a first........lol

I would not give any money to Roony who is nothing more than a bag of bull ship.

Saying he his doing the Anne Beadell .....what a bloody joke and by the way his videos are put together.....no research on where the hell he is going....and he is sponsored......joke in itself.

Travelling until midnight, not seeing anything and then on his latest, leaves Emu late in then day and arrives in Coober Pedy at 2:30am in the morning.....

So much for seeing the beauty of that area.

As I posted in his comments last week, he should stay in Perth where he belongs.


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Follow Up By: equinox - Sunday, Jun 10, 2018 at 11:32

Sunday, Jun 10, 2018 at 11:32
I saw that video - Ann Beadell by Ronny.
I must admit I was only watching it as there is so little on the net to watch.

One day a historian or 4wdriver might grab a camera, instead of someone with a camera buying a 4wdrive and pretending they know what they are talking about.
Looking for adventure.
In whatever comes our way.

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Follow Up By: Gramps - Sunday, Jun 10, 2018 at 12:15

Sunday, Jun 10, 2018 at 12:15
Bunch of boring, grumpy old farts out this morning. Typical Sunday on EO LOL

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Follow Up By: Member - Stephen L (Clare SA) - Sunday, Jun 10, 2018 at 12:47

Sunday, Jun 10, 2018 at 12:47
Hey Gramps

I suggest you watch the series put out by Ronny and then you can see what I am on about.

The Great Victoria Desert is Australia's largest desert system , with a diverse range of vegetation and scenery to match.

The reason why myself and hundreds of other like minded people head out the is yo experience the beauty and see that stunning country, not to set up camp well into the night each day, then a final push to get to Emu at midnight, look around the area and then drive straight though to Coober Pedy, stopping for a tea snack in the middle of the night at Tallaringa Well, before driving onto Coober Pedy and arriving at 2:30am in the morning......wankers

Then saying the person at the end of the phone was hanging up....but the brains of Ronny had not turned his watch forward due to daylight savings ( again shows his total lack of research ) only to discover the next day that when he was ringing, it was 2am in the morning.

You tell me what caravan park in Australia has a 24/7 person on the desk to answer phone calls from someone that has no concept of true outback travel and claims to have driven the Anne Beadell, yet seen nothing.

Like I said, if that is how he treats all his outback travels, I suggest he stay at home in Perth and watch it all on the big screen.

So if you call what I have said as Grumpy old farts, I am only commenting honestly from someone that has travelled the Anne Beadell many times and know what I am talking about.

If you are a sponsor of Ronny, ask for a refund, as you are being tipped off.



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Follow Up By: Michael H9 - Sunday, Jun 10, 2018 at 15:27

Sunday, Jun 10, 2018 at 15:27
Younger people in general prefer to cover more ground in a shorter timespan. They aren't as interested in smelling any daisies, preferring to see the towns and major points of interest. I remember 30 years ago trying to get through country like that as quick as possible thinking it was boring scrub, so night driving didn't matter. Younger people are usually very time poor with itchy feet and a lot of energy. I certanly was, I once drove Sydney, Darwin, Broome, Perth, Sydney in 15 days. We had a great time, fantastic actually....still talk about it.
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Follow Up By: Gramps - Sunday, Jun 10, 2018 at 16:09

Sunday, Jun 10, 2018 at 16:09
Hey Stephen,

I have watched Ronny's vids for several years now so you can save your suggestion.

Your posts in this thread typify what the membership of a lot of other forums think about Exploroz. Boring, grumpy old farts with a liberal dose of opinionated, self appointed experts.

Who appointed you as the final authority on how an outback trip should be planned, performed and presented on social media? You have an opinion, fine, we all have one. Nobody really cares what you or others think about how anyone else approaches their forays off the bitumen.

As for the OP's actual request, Exploroz should seriously consider Ronny and Andrew as per Idler Chris above. Ronny has 170,000 subscribers and Andrew 110,000.

EO already has the boring, grumpy old farts sector sewn up, time to move to wider pastures.

Regards

ps: like EO, I don't fund Ronny or Andrew either.
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Follow Up By: Member - Stephen L (Clare SA) - Sunday, Jun 10, 2018 at 17:03

Sunday, Jun 10, 2018 at 17:03
Gramps

Not sure why you class my comments as part or the "Grumpy Old Farts"

The idea of any trip is to take in what the passing country has on offer and to take it all in, not just a blur and black as ink to the side of the vehicle as you drive well into the night, night after night, and which would be pushing his crew to the limits.

If you feel that travelling until midnight is fine and then setting up camp and finally having to then cook tea, so it be but that is far from enjoying the trip or the country that you are travelling through.

I always like to give sound advise to people when travelling into remote places, as do many other fine people here on the forum and we all do it to give an idea on what there is to see and do in an area, after all that is why normal people travel into remote area, to fully appreciate the solitude of the location and to take it all in.

As for your comments "EO already has the boring, grumpy old farts sector sewn up, time to move to wider pastures", if you are saying that, then why have read the treads and made the comments?

And you have your comment "Who appointed you as the final authority on how an outback trip should be planned, performed and presented on social media"

I am no authority by no means and by the way Ronny has done his homework, he would have to be near the bottom of the list and you would not want to rely on his planning as a future guide to fellow new travellers. After all he is the one that has put it on social media, and by doing so, knows that there will be those that disagree on what he has said and done, the advantage when you of living in a free country.

My idea of any trip is to pull up and set up camp no later that 4pm, which give you ample time to set up your camp up, collect the firewood and get a campfire going, sitting around the fire while cooking tea and seeing the sun set on our great Australian Outback.


Cheers


Stephen
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Follow Up By: Michael H9 - Sunday, Jun 10, 2018 at 17:11

Sunday, Jun 10, 2018 at 17:11
Absolutely no offense meant Stephen, because I love your blogs, posts and and photos. You are indeed a valuable member of the forum......but......I looked up the definition of old fart and it was the last paragraph of your post. Cheers.
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Follow Up By: Greg J1 - Sunday, Jun 10, 2018 at 17:13

Sunday, Jun 10, 2018 at 17:13
Hi Chris. I, like Stephen, has a lot of respect for you. But to suggest Ronny is worthy of advertising money makes my skin crawl.

Ok so I have only seen a few of his efforts on YouTube. That’s enough for me. Roothy was an absolute bottom feeder. This bloke is a lot worse.

Gramps. No. I won’t start. I don’t agree with you!!!

Cheers Greg
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Follow Up By: Idler Chris - Sunday, Jun 10, 2018 at 17:36

Sunday, Jun 10, 2018 at 17:36
Good post Michelle you have got some of the boys fired up.

This is a forum where people express their views and pass on information. If I disagree with someone view I prefer to express my view and the other readers can make their own minds up as to what suits their circumstances.

I do not think you do your own credibility any good by criticising the views of others. There are a lot of people who do not post for fear of being criticised which I think is a pity.

Having said all that, Michelle's original post was about where she might spend her advertising dollar. Regardless of what you may think of Ronny Dahl, he has 170k subscribers, many, or even most of whom could be a potential customer for the Traveller App.

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Follow Up By: Idler Chris - Sunday, Jun 10, 2018 at 17:52

Sunday, Jun 10, 2018 at 17:52
And just on the video of Ronny Dahl's trip across the ABH. His idea of how to do a trip is a long way from my idea of an enjoyable trip.
However, having done the ABH numerous times I found the video great and it brought back many fond memories.
What I found very interesting was that he was at the crash site of the Goldfields Air Services Cessna in April this year. He filmed the visitors book to see who were the last people to visit. The last visitors was a group I was leading from the Idlers Four Wheel Drive Club on the 7th October 2017, some six months earlier. Just as well we did not breakdown and wait for the next people along, six months would have been a very long wait.
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Reply By: Keith B2 - Saturday, Jun 09, 2018 at 15:09

Saturday, Jun 09, 2018 at 15:09
Michelle,

You could always look through the major titles at any large newsagency. They often print their circulation in the publisher;s blurb.

If not you can go to their websites and get the ad sales guys' details (they are always guys) and ask them to send you a media kit.

The media kit should set out their circulation, both digital and hard copy, as well as some information on their readership. By combining the appropriate magazines you can maximise your reach.

I wouldn't touch any magazine that does not have audited circulation.

Here are a few:
Sunscription company
Unsealed

There are also a few others, like Overlander plus a few camper trailer titles in hard copy and online. Good luck.

Keith
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Reply By: Member - Geoff M (VIC) - Saturday, Jun 09, 2018 at 19:23

Saturday, Jun 09, 2018 at 19:23
There are a lot of magazines in print and online, so there is a lot of completion out there. My preference is 4WD Action and Unsealed4x4 (online).
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Reply By: Member-George (WA) - Saturday, Jun 09, 2018 at 23:38

Saturday, Jun 09, 2018 at 23:38
Try this one, it's an online segment, connected wit C&MH magazine

the Grey Nomad Times
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Reply By: Malcom M - Monday, Jun 11, 2018 at 07:40

Monday, Jun 11, 2018 at 07:40
Michelle, there are trade mags that list the distribution figures for the various magazines.
We get them but bin them pretty quick. I'll try and find one and get back to you but 4WD Action consistently has the highest distribution for 4WD mags in Oz.
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Reply By: Baz - The Landy - Monday, Jun 11, 2018 at 09:36

Monday, Jun 11, 2018 at 09:36
Hi Michelle

Straight up, I confess to not reading any 4WD or Touring magazines…!

I see little point paying to read advertisements.

And living in a technological age, I find it easier to get information online, for free, if I am looking for information on a topic. An example is via ExplorOz, which is designed entirely to be an inter-active online offering (despite many thinking it is no more than just another online forum).

I doubt I am in a minority in that regard especially given we are conditioned to think that way in an age when we have access to so much information at our finger tips.

No waiting for a trip to the Doctor to read a 4WD Magazine from 5 years ago, or for the postman to deliver this month’s edition, or a trip to the local newsagent.

When was the last time anyone went to a newsagent?

Noting, print information is static, online can, and usually is far more “dynamic”.
Which brings me to my thoughts on your question…

Given EO Topo is essentially an online offering I went online to see if I could glean any information from the web by “Googling” some generic terms.

The generic terms I “Googled” included;

Mapping Software
Navigation
4WD Navigation
Four-wheel drive Navigation
Online Maps

If I was in the market for mapping software or maps this is precisely how I would look for a product.

And to my way of thinking, this is when advertising has the most impact – at the point one is actively looking for a product. I’m not a fan of seeing “pop-up” ads on search engines, but must say, I have often looked at them when I am researching a specific product – you know the ones down the right-hand side of the page highlighting Google Ads…

When I “Googled” those generic terms not once did EO Topo come up on the first page, maybe it did on subsequent pages, but who looks beyond the first page???

There were plenty of advertisements from one of your main competitors, HEMA, that covered both the software and hardware, sufficient that I would be looking at them.

Summarising my thoughts…

It appears you want to broaden your audience for the product...

If ExplorOz and EO Topo is marketing itself as an online resource that is where you should be concentrating your advertising budget.

But it looks to be missing the mark currently.

As it stands, if I didn’t know about ExplorOz and was in the market for mapping software or online maps, I wouldn’t know EO Topo existed even if I “Googled” some simple and related search terms to the market EO Topo is aimed at.

I would focus on getting that piece right...

Good luck with it…

Cheer, Baz – The Landy

Ps: And to a related point, raised earlier in this thread. You need to have somewhere else to deal with EO Topo issues, rather than it coming up in the forum, as it seems to frequently.

Regardless of what the issue, or how it was resolved, it highlights an issue - not the best way to showcase the product, and it possibly undermines your paid advertising...Baz
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Follow Up By: Allan B (Sunshine Coast) - Monday, Jun 11, 2018 at 11:29

Monday, Jun 11, 2018 at 11:29
.
Yes Michelle, I totally agree with Baz.

I would expect most bods interested in off-road mapping, particularly GPS digital, would go straight to an online search. It is free, quick and effective. Google really can be your friend. Of course, Google's 'Ad Ranking' and 'Priority Services' come at a price but so do magazine adverts. I'm sure you and David would be well aware of Google's products and the price comparison with magazines.

As a source of information, magazines are disappearing. Try and find a computer mag on the newsagent shelf. Today, people want information now. they want it fast and for free. And they want to be able to compare. The net gives them that, magazines do not. Then when they have got some information and have seen the competing products, they use eBay to purchase at the best price.

Your business is already online. You are offering a digital product. You already have David as a technologist. Stick with it. Seek prominence. Promote your in-house competence. Use David's face in advertising. promoting him as the Guru who developed this marvellous software and who is available to assist with questions on the helpline. Offer Special Deals like free EO membership with each product purchase.... including such deals costs you nothing but is added value to the purchaser. Produce some good YouTube promotional videos linked from your advertising.

Go Girl, go. Forget magazines. They are fast going the way of the dinosaurs.
And most of all..... the best of luck too you both.

Cheers
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Follow Up By: Michael H9 - Monday, Jun 11, 2018 at 11:37

Monday, Jun 11, 2018 at 11:37
It's hard to argue with that logic. It's also hard to predict what people will get in their Google searches as it varies widely from person to person and is linked to all the activity in your search and browsing history. For someone who frequents this site to Google for 4wd navigation software and not get a hit here relating to this site definitely points to a deficiency somewhere in the chain.
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Follow Up By: ExplorOz Team - Michelle - Monday, Jun 11, 2018 at 14:27

Monday, Jun 11, 2018 at 14:27
Hmm that's strange you don't ever see our ads in Google. My Analytics reports shows I had over 52,000 impressions in the month of May just of our ExplorOz Traveller universal app ad with a healthy tracking of conversions to installs and we're certainly paying for it!

I am just about to check it all out to see what's going on - it's a constant thing to stay on top of Google's search algorithms.
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Reply By: ExplorOz Team - Michelle - Monday, Jun 11, 2018 at 12:09

Monday, Jun 11, 2018 at 12:09
Thank you to everyone that has responded to my question. I got a lot more than I expected but all very useful. Much appreciated, cheers!
Michelle Martin
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Reply By: Member - Trouper (NSW) - Monday, Jun 11, 2018 at 12:51

Monday, Jun 11, 2018 at 12:51
I agree with Boobook, Take the enquiries/.complaints off the main forum page. I don't have the EO Traveller App as I'm a Garmin user and your maps are not compatible but seeing all the issues people have (although I don't think excessive) makes you re think whether to purchase it. As you know no-one says how great the product is, do they???
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Follow Up By: ExplorOz Team - Michelle - Monday, Jun 11, 2018 at 14:00

Monday, Jun 11, 2018 at 14:00
Ahh... why would we want to remove discussion of our own product/s from our Forum? That would be counter-productive for brand awareness, SEO and in showing operational transparency. We do have people say how great the product is in the app store reviews and ratings and people can make up their own mind when they see that we are responsive to all queries no matter how we receive them. One of the biggest things we offer is support. Do you see our competitors doing that?
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Follow Up By: Member - Trouper (NSW) - Tuesday, Jun 12, 2018 at 12:02

Tuesday, Jun 12, 2018 at 12:02
No Michelle, you don't see your competitors doing that. Point taken onboard.
I would be extra happy if it was compatible with Garmin! I use Shonky Maps on my Garmin3797 which are just OK. Don't know what mapping system they use someone here will know.

Cheers ..............Jeff
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Reply By: Kumunara (NT) - Tuesday, Jun 12, 2018 at 12:27

Tuesday, Jun 12, 2018 at 12:27
4X4 Australia.
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