One Narrative Keeps on Trucking


Every day we run the Narrative Machine on the past 24 hours of financial media to generate a list of the most linguistically-connected and narrative-central individual stories. We call this The Zeitgeist and we use it for inspiration or insight into short-form notes that we publish a couple of times a week to the website. To receive a free full-text email of The Zeitgeist whenever we publish to the website, please sign up here. You’ll get two or three of these emails every week, and your email will not be shared with anyone. Ever.

There has been a constant narrative undercurrent in the 2019 Zeitgeist we haven’t covered yet. The articles attached to the narrative have ranked highly nearly every day of the year, but never quite high enough to make our list of the top 5 most linguistically connected articles published by financial media on a given day. Today the topic broke through.

What is it?

The death of trucking.

An American trucking giant is slated to declare bankruptcy, and it may leave more than 3,200 truck drivers stranded and jobless [Business Insider]

Why did it finally break through to the top of our model’s attention? For a few reasons. First, a declared bankruptcy is a news event that will get mirrored coverage from multiple outlets. Second, the article links to prior pieces that covered an Amazon-specific angle, which it doesn’t take much prodding to discover is how, exactly, Amazon is the one killing it. But third, and most importantly, this article begins to shift the focus from a problem with the industry to a problem for workers. This transition alone, along with its attendant fiat news and affect-laden language, connected this article to all sorts of political articles, opinion pieces expressing concern about the rise of left-populism among Democratic primary participants and the projected impact on markets, etc.

I suspect our readers will have wildly different views on whether the rapidly increasing propensity to frame business problems in context of their impact on labor is a good or bad thing. What matters, however, is that you know that it IS a thing, and that it is absolutely not going anywhere any time soon. It is a feature of the widening gyre, we think, that left populist and right populist language will dominate the narrative structure of nearly every conceivable social, political, economic or cultural topic for the foreseeable future. That is exactly what we are observing, even from Business Insider, and even on a subject as outside the mainstream of most Americans’ discussions as the prospects of a largely unknown trucking company.

In full disclosure, yes, I did pick the #2 most connected article over the #1 article so that I could post this with a picture of Large Marge. Plus I didn’t have anything to say about the Peleton Ad response (the #1 article in the Zeitgeist) that Aviation Gin didn’t already say.


To receive a free full-text email of The Zeitgeist whenever we publish to the website, please sign up here. You'll get two or three of these emails every week, and your email will not be shared with anyone. Ever. It's our effort to spread the word about what we're doing, and allow you to read more Epsilon Theory!

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Roy Blanchard
9 months ago

I’ve been watching this unfold thru the eyes of a friend who’s a Freight Waves correspondent. Then there’s the army of sell-side analysts giving their views. None of them Get It.

These economically uncertain times are causing companies to minimize inventories, make smaller and more frequent shipments, and use less long-haul freight. It showed up first with the near-demise of the long-haul 100-boxcar and is now working its way down to the 25-ton dry van.

Drivers are collateral damage. Consider: A two-person train crew can move 200 dry-van containers 400 miles in 8 hours. You’d need 200 drivers and their truck cabs to do that on the interstates.

But with distribution centers being placed closer together you need less long-freight of any sort. A container of Chinese coffee tables is off-loaded in LA, and drayed to a DC 100 miles away. There the container contents are sorted into smaller shipments to other DCs closer to the end market, which hurts the truckers doing the 1000-mile moves.

But it also increases demand for more SHORT-haul truckers, possibly increasing the actual size of the truck-driving universe. That’s a net positive for employment and something the populist-left can’t use in its us-vs-them arguments.

So, in time the smaller Amazon shipments actually create Short-haul jobs for the long-haul truckers whose employers go belly-up.

End of rant.

Roy Blanchard
9 months ago
Reply to  Rusty Guinn

The progressive Left Narratives are pointing to the plight of the long distance trucker who will need to find other employment. Labor wants to preserve the status quo because it keeps membership dues coming in.

My intent was not to dispute the Narrative but rather to say the displaced truckers will find other driving gigs if they’d just quit doing the woe-is-me routine and go out and look.

9 months ago
Reply to  Roy Blanchard

It is funny this should come up today as in a meeting a week or so ago we were discussing this exact topic. One point that came up in that conversation is that many trucking companies actually seem to be struggling to find drivers (and are paying fat signing bonuses to new hires as added incentive). The short-haul vs. long-haul dynamics you described help put this better into context. Obvious disconnect between narrative and “reality” here. A powerful case study in that divergence and what causes it, as well as what contributes to its persistence, I suspect.

Aaron Coates
Aaron Coates
9 months ago

Why am I still disappointed by the ease of narrative manipulation? Bloodbath! The Truckers! Freight Volumes! The brief mention at the bottom of accounting fraud without real details– like it was some dunce CPA fat fingering expenses to revenues. It fails to describe the private entity owned by exec’s to purchase tractors and trailers and lease them back to Celadon. It also doesn’t describe buying small freight companies with flat earnings that once fed through Celadon’s financial wizardry machine come out as accelerating profits– e.g. fudging depreciation, charging truckers full price for fuel and pocketing the negotiated discount, withholding comp, etc. I recall seeing a slide deck where they, ala Softbank/WeCo, projected accelerating profit growth from continuing acquisitions. And of course this fed healthy stock based exec comp. This should be a story of rich people going to jail and having their personal assets taken for FRAUD. KPMG investigated as auditor where CEO Paul Will was senior accountant. But it won’t be.

Roy Blanchard
9 months ago
Reply to  Aaron Coates

Beware the serial acquirer.

The Daily Zeitgeist

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By Ben Hunt | September 25, 2020 | 0 Comments

Yesterday, 5 GOP Senators wrote a letter to Netflix, saying that their plan to adapt Liu Cixin’s “The Three Body Problem” for TV/film amounted to “complicity” with the CCP and their horrific mistreatment of the Uyghurs.

Why am I reading this NOW?

Read more

The UNITED States of America

By Ben Hunt | September 19, 2020 | 7 Comments

My RBG story …

I thought she’d be all about women’s rights and legal theory this and legal theory that. I was SO wrong.

RBG’s death is an enormous loss for the UNITED States of America.

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Many People Say

By Ben Hunt | September 16, 2020 | 23 Comments

The go-to move by sophists like Vox and Trump is to claim that “many people” are asserting their made-up premise that justifies an otherwise ludicrous position.

Why do they do this? Because it works.

Why does it work? Because common knowledge game. Because of the power of the crowd watching the crowd.

Read more

The Zeitgeist – 3.8.2019

By Rusty Guinn | March 8, 2019 | 5 Comments

Climate change! Secretive boards! A gazillion dollars! Boat Race Bank!

Wait…Boat Race Bank?

It’s the Zeitgeist on Epsilon Theory, where we all knew we were living in a world of Fiat News. We just needed to refocus on fundamentals.

Read more

The Zeitgeist – 3.7.2019

By Ben Hunt | March 7, 2019 | 1 Comment

Ladies and gentlemen, your narrative-world assault words du jour … “sponsored content”, “democratic justifications”, “fishing expeditions”, “diversification”, “value investing”, and “growth of $1”.

The ET Zeitgeist, because if you don’t know who the sucker is at the poker table … it’s you.

Read more

The Zeitgeist | 3.6.2019

By Ben Hunt | March 6, 2019 | 6 Comments

Kashkari on Brexit, Cramer on Tesla, Breitbart on China, and “shorting unethical stocks” … all in a day’s work for The Zeitgeist!

Every morning, we run the Narrative Machine on the past 24 hours worth of financial media to find the articles that are representative of some sort of chord that has been struck in Narrative-world. They’re not the best articles – often far from it – but they will arm you for the Narrative wars of the day ahead.

Read more


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