Advertise with US
We are the billboard of the fencing industry. Advertising in Fence International puts your name in front of the right people.
Rembrandt Happel
Editor-in-Chief
OUR COMMITMENT
Your name is in the right hands
We're the platform where you can show the industry that you exist – and that you matter.
Advertising with us builds the awareness, recognition, credibility, and top-of-mind presence that turns a brand into the obvious choice.
Every year, more than 70 percent of our advertisers renew their campaign.
Ready to join them?
brand awareness
Brand awareness sounds abstract. The results are not. When an installer walks the floor at Fencex, Perimeter Protection, Paysalia or any other industry event, they don't give equal attention to every booth. They gravitate toward names they recognise. You’ll know the experience yourself: when you walk into an exhibition hall, you first scan it for the brands you know. And that’s where you go first.
The same logic applies to your sales team. Cold calls are hard. The most heard response to a cold call is: “I have no time at the moment. Send me an email with your offer. Good bye.” If your brand is known, the call has a totally different flow. “Oh, you’re the one from…” No aggression. No defensiveness. The cold call has become a warm call.
It works on social media too. An installer scrolling through their feed pauses slightly longer on a post from a name they recognise. That extra half-second of attention is the difference between a scroll-past and an impression that sticks.
And when your company name has been appearing consistently in the trade press, even a referral lands better. Someone recommending you to a colleague can say "you've probably seen them in Fence International" — and suddenly you have credibility before the first word is spoken.
Next to building brand awareness, regular advertising makes you top of mind. Because brand awareness alone is not enough. Most installers know several suppliers exist. You, and your biggest competitors. That's not the question. The question is: whose name comes to mind first when they need someone new?
In a typical year, the average contractor doesn't switch suppliers unless something goes wrong — or something changes. A project needs something specific. A regular supplier runs out of stock. A colleague recommends looking around. When that moment comes, they reach for the name that's been quietly sitting at the front of their memory. Not the best supplier, necessarily. The most familiar one.
Trade publications are the number one way buyers become aware of suppliers, with 60 percent of buyers learning about new suppliers that way. That's not a channel to ignore. Regular advertising keeps your brand in circulation — not loudly, not aggressively, just steadily present. So that when the moment comes, you're the one they call.
Top of mind
brand your message
There is a well-documented psychological phenomenon that every serious advertiser should understand: the illusory truth effect. First identified in a 1977 study, it describes the tendency to believe information to be correct after repeated exposure — because repetition makes a statement easier to process, and the brain interprets that ease as a signal that the information must be familiar, and therefore true.
For advertisers, the practical implication is significant. When brand messages are consistently repeated, key brand claims become more likely to be remembered, and their perceived credibility increases across multiple touchpoints.
In concrete terms: if you want the industry to think of your company as the most reliable supplier of automated gate systems in the Benelux, say it — clearly, consistently, in every issue. Not as a boast, but as a statement of fact. Over time, that positioning stops being your claim and starts being the industry's assumption.
This is how companies reshape their image. A manufacturer known for budget products can, over two or three years of consistent positioning, become known for value and reliability. A relatively unknown brand can become a standard reference point. Advertising doesn't just announce what you are — it gradually convinces the market that you are exactly that.
The effect is strongest when the message is simple, specific, and repeated without variation. Consistent repetition of brand positioning statements increases their perceived credibility over time — which is why the most effective campaigns maintain the same core message across every channel and every issue.
higher company value
Brand recognition has a direct effect on company value that is easy to overlook. A well-known brand in its sector commands better terms from suppliers, attracts stronger job candidates, and — when the time comes — achieves a higher valuation in any acquisition or partnership conversation. Buyers pay more for brands with market presence than for equally capable companies nobody has heard of.
There is also a subtler effect on buyer perception. Appearing in a respected trade publication lends credibility to a brand — the very nature of being in print can elevate a company's image and influence how others perceive it. If a company is confident enough to advertise consistently, the implicit message is clear: they must be doing well, and they're committed to this industry. That confidence is contagious.
print does what digital doesn't
When someone is reading a trade publication, they are in a different state of mind — more focused and less distracted than when they're scrolling online. Your ad is not competing with a notification, a video, or the memory of something funny someone just sent. It sits on a page, in a context of professional reading, where the reader is already engaged with their industry.
Print ads generate 77 percent brand recall compared to 46 percent for digital ads, and require 21 percent less cognitive effort to process. Readers spend more time with a printed page than with a screen — and that time leaves a deeper trace.
A trade magazine also has a longer life than a web page. It sits on a desk. It gets passed to a colleague. It gets picked up again during a coffee break. Magazines have a longer shelf life than newspapers, giving your message repeated impressions from a single placement. One issue of Fence International may be read more than once by the same person — and read by more than one person at the same company.
why
fence international?
Fence International is the leading B2B trade magazine for the European fencing and gate industry, with dedicated editions covering most major markets. All fencing companies in Austria, Belgium, France, Germany, Ireland, Luxembourg, the Netherlands, Switzerland and the UK are entitled to a hard copy of the magazine and the vast majority of them are subscribed. If fence and gate installers are your target area, Fence International is your go-to magazine.
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