About Fully Loaded

Fully Loaded

Overview

Fully Loaded is an Australian online news service covering road transport, freight and logistics, published at fullyloaded.com.au. Updated daily, it reports on the business of moving goods around Australia: trucking companies and their executives, heavy vehicle regulation, road building and roadworks, ports, rail and shipping, supply chain policy, and the trucks and technology the industry runs on. The service is published by Prime Creative Media, the Melbourne business-to-business publisher, from its Docklands offices; the publisher's name, address at 379 Docklands Drive, Docklands, Victoria, and telephone number +61 3 9690 8766 appear in the footer of the site. Fully Loaded began life as the website of ATN (Australasian Transport News), for many years one of Australia's principal transport industry magazines, and it retains that news-gathering character today, with bylined reporting from a small team of transport journalists. The site was publishing new stories daily in October 2026, including coverage dated 16 October 2026, confirming it as a currently operating news outlet.

History

Fully Loaded originated as the online home of ATN magazine. A launch editorial preserved on the site records that "ATN pioneered coverage of transport issues on the internet" and that the coverage was "revolutionised with a faster, smoother, sleeker and much more efficient Fullyloaded.com.au", built with the resources of ACP Digital — the digital arm of ACP Magazines, then ATN's publisher. The editorial promised that the breaking news of ATN's nationwide team of journalists would be joined by practical business features such as weekly diesel prices, truck sales data and the ATN-PKF Truck Operating Cost Index, a moderated discussion forum, audio and video content, and a daily news bulletin delivered to subscribers' desktops on work days. ATN magazine itself was part of the Trader group of transport and machinery titles: in 2017 its publisher, Bauer Trader Media — Bauer Media having acquired ACP some years earlier — was official media partner of the Brisbane Truck Show alongside sister titles Owner Driver, Deals on Wheels, Earthmovers & Excavators and Farms & Farm Machinery, with a dedicated truck show hub hosted on Fullyloaded.com.au. In June 2019 Bauer Media Group struck a strategic partnership with NatRoad, the national road transport association, under which NatRoad members received subscriptions to ATN and its sister titles in print and electronic newsletter form.

The ownership of the Trader titles changed twice in quick succession. Mercury Capital's purchase of Bauer Media Australia in 2020 saw the business rebranded as Are Media, and in July 2021 Prime Creative Media acquired the Trader Group of brands from Are Media — 11 mastheads and digital platforms covering transport, civil construction and agriculture, Fully Loaded among them. Prime Creative Media's chief executive, John Murphy, said at the time that keeping Australian-owned publications alive allowed investment in quality journalists covering industries critical to the economy. Under Prime Creative Media, Fully Loaded has continued as a digital news service within a transport portfolio that also includes the Owner Driver and Deals on Wheels websites, the TradeTrucks classifieds platform and Australian Truck Radio, whose live stream is embedded on the Fully Loaded site.

Programming and Content

Fully Loaded organises its coverage under Transport News and Logistics News umbrellas, with sub-sections for company news, industry news, roadworks, freight news, port news, rail news, shipping news, supply chain news, industry issues, executive changes, events and transport features. Road transport dominates: in October 2026 the site reported on subjects such as a Western Australian government pricing guide for owner-drivers, diesel price pressure on rural carriers, the Australian Trucking Association's positions on fuel policy and invoice payment terms, National Heavy Vehicle Regulator safety warnings, major road projects including the Nowra Bridge repaint and the Mitchell's Causeway reinstatement, and electric truck orders by national carriers such as Linfox. Company coverage is a major strand, tracking listed and private transport groups, dealership and supplier news, and monthly Truck Industry Council truck sales figures. Beyond news, the site hosts an extensive classifieds marketplace for new and used trucks, trailers and earthmoving equipment, shared with Prime Creative Media's other transport platforms, and carries a live player for Australian Truck Radio, the group's digital radio station for drivers.

Audience and Reach

Fully Loaded is aimed at the professional road transport and logistics community: fleet owners and managers, owner-drivers, transport company executives, suppliers, industry associations and the government officials and regulators who oversee the sector. Its publisher does not release an independently audited audience figure for the site, and none is claimed here. The scale of the operation can be gauged only from what is observable: the site publishes multiple stories on most work days, its transport news archive runs to hundreds of pages, and its reporting is written by identifiable staff journalists — recent bylines include Sean Mortell, Chris Edwards, Warren Clark and Daniel Woods — rather than aggregated from wire copy alone. Historically, ATN offered subscribers a daily emailed news bulletin as part of its offer; the current site continues the practice of direct distribution through its presence in Prime Creative Media's transport portfolio, alongside the group's print magazines and newsletters.

Digital Presence

Fully Loaded is a digital-only publication; its website is its sole edition. The site at fullyloaded.com.au is updated throughout each work day with news, features and data stories, and organises its archive by news category, topic tag and author, making several years of transport coverage searchable. The classifieds section allows dealers and private sellers to list trucks, trailers and machinery, and the site embeds the Australian Truck Radio live stream and podcasts for drivers. Fully Loaded stories are also distributed through Prime Creative Media's wider transport network, and the brand maintains a presence within the group's social and newsletter channels. Direct access to some pages of the site is bot-restricted — the site returned an access-denied response to this researcher's fetcher in October 2026 — but its content is fully indexed and publicly readable in a standard browser.

Ownership and Organisation

Fully Loaded is owned and published by Prime Creative Media, a privately held, Australian-owned business-to-business publisher headquartered at 379 Docklands Drive, Docklands, in Melbourne, Victoria. The company describes itself as Australia's largest independently owned business-to-business media organisation; its LinkedIn profile dates its founding to 2000 and lists between 201 and 500 employees. Fully Loaded sits in the company's transport division alongside print and digital titles including Big Rigs, Owner Driver, Deals on Wheels, Prime Mover, Trailer Magazine and the TradeTrucks classifieds platform. The title arrived in the group through Prime Creative Media's July 2021 acquisition of the Trader Group of 11 mastheads from Are Media; before that it had been published by Bauer Trader Media within Bauer Media Australia, and earlier by ACP, in each case as the online arm of ATN magazine. Editorial content is produced by Prime Creative Media's transport journalists, with stories credited to named staff writers or to "Staff Writer".

Contact and Availability

Fully Loaded is available free of charge around the clock at fullyloaded.com.au, where readers can browse the latest transport, freight and logistics news, search the site's archive, and browse truck, trailer and machinery classified listings. The publisher, Prime Creative Media, is based at 379 Docklands Drive, Docklands, Victoria 3008, Australia, and can be contacted by telephone on +61 3 9690 8766; advertising, classifieds and editorial enquiries are handled through the contact options on the website. In line with WorldNM directory policy, no public business email address is recorded for this outlet.