128,000 freight executives — the senior decision-makers buying capacity, moving cargo, and writing the cheques in 214 different countries. Read the report and decide for yourself whether our audience is worth your budget.
The Loadstar reaches the senior decision-makers across the world's leading freight and logistics companies — including 2,291 newsletter subscribers at the Top 10 freight forwarders, 871 across the Top 10 maritime carriers, and 386 across the Top 10 air carriers. They come back deliberately, they stay engaged, and they sign off on deals.
These aren't impressions on a broad business audience. These are the decision-makers your sales team is out there trying to reach.
55% of our 2025 web traffic was Direct — readers typed in the URL or used a bookmark. Another 31.5% came via Google. All organic. Less than 1% via paid acquisition.
Direct + Organic Search = 86.5% of sessions. This is a brand-strength signal you can't manufacture or buy elsewhere.
LinkedIn is our #3 traffic source after direct and Google, driving 262,220 sessions in 2025 (7.2% of all traffic). The strongest B2B-social signal in freight media — the audience shows up for work.
Among subscribers who identified their seniority, 44.7% are Senior Management. Among our paying subscribers, that rises to 69.3%.
The audience isn't curious juniors scrabbling for context — it's the people writing the brief, owning the budget, and signing off on the rate or technology investments.
81% of our newsletter subscribers have been on the list for 2+ years. 41% have been with us 5 years or more.
On the website, 150,000+ unique visitors returned to The Loadstar more than once in 2025. This is a habit, not a one-time discovery.
Our newsletter subscribers span 188 countries. The website reaches 214 countries. Top markets by reach:
| Rank | Country | % of website visitors |
|---|---|---|
| 1 | United States | 31.7% |
| 2 | United Kingdom | 10.5% |
| 3 | India | 6.2% |
| 4 | Germany | 5.1% |
| 5 | Singapore | 4.1% |
| 6 | Australia | 3.9% |
| 7 | Netherlands | 3.8% |
| 8 | Canada | 3.5% |
| 9 | France | 2.9% |
| 10 | Hong Kong | 1.9% |
Plus UAE, Spain, Italy, Brazil, Japan, Sweden, Poland, China, South Korea, South Africa and 190+ more markets.
Three signals from the 2025 referral data show how the audience treats Loadstar content — not as casual reading, but as a reference tool inside active work:
Together, these three signals tell a single story: when freight professionals dig deeper, share inside their teams, or ask AI for context — they end up at The Loadstar.
Among the 77.7% of our newsletter readers who told us their segment at signup.
| Segment | Readers | Share |
|---|---|---|
| Logistics Service Providers | 9,254 | 47.7% |
| Shippers / BCOs | 2,572 | 13.3% |
| Carriers (sea + air + general) | 2,218 | 11.4% |
| Business Service Providers | 722 | 3.7% |
| Ports, Airports & Infrastructure | 413 | 2.1% |
| Technology Providers | 397 | 2.0% |
| Other / unspecified | 3,657 | 18.8% |
The Loadstar reaches every link in the supply chain — from the cargo owner to the forwarder to the carrier to the port.
Direct + Organic Search = 86.5% of sessions. The audience comes to The Loadstar deliberately, not via algorithmic distribution and not via paid acquisition.
| Channel | Sessions | Share |
|---|---|---|
| Direct (URL / bookmark) | 1,988,467 | 55.0% |
| Organic Search | 1,138,763 | 31.5% |
| Organic Social | 287,248 | 7.9% |
| Referral | 162,732 | 4.5% |
| 25,359 | 0.7% |
Each of these numbers answers a different advertiser question. Use the one that fits your buying context.
| Metric | Value | What it counts |
|---|---|---|
| Unique visitors | 507,796 | Distinct readers across the year |
| Sessions | 3,618,384 | Distinct visits |
| Pageviews | 10,426,037 | Page impressions — relevant for display ad pricing |
| Avg session | 2 min 5 sec | Engagement signal |
| Returning visitors | ~150,000 | Came back at least once across 2025 |
| Audience | Subscribers |
|---|---|
| The Loadstar Daily News | 20,568 |
| Podcast Audience | 4,117 |
| The Loadstar Premium | 3,459 |
| Paying Customers (Premium + Daily Enterprise) | 1,565 |
| Total unique newsletter subscribers | 24,977 |
The Loadstar offers display advertising, email sponsorship, sponsored content, podcast partnerships, custom video and dedicated sends. Start a conversation to help us identify your needs:
Or get in touch via theloadstar.com/advertise