FencepostFencepost

The Official PublicaTiOn Of The american fence assOciaTiOn

Third QuarTer 2014$8.00

ACCESS CONTROL ISSUECHANGING PERIMETER SECURITY BEHAVIORCAGOI 2014 SOMEONE YOU SHOULD KNOW: STATESIDE STEEL & WIRE

SECURITY:ACTION VS. REACTION

FencepostThe Official PublicaTiOn Of The american fence assOciaTiOn

firsT QuarTer 2014$8.00

FORECAST ‘14: STATE OF THE FENCE INDUSTRY

PREVIEWING FENCETECH

SOMEONE YOU SHOULD KNOW: HURRICANE FENCE COMPANY

V I N Y L FENCING THRIVES

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FencepostThe Official PublicaTiOn Of The american fence assOciaTiOn

secOnd QuarTer 2014$8.00

FENCETECH 2014 REVIEWNATIONAL WATER SAFETY MONTHMINDING YOUR BUSINESS: THREE ROUTES TO INCREASED PROFITABILITY

WITH LAYERS OF PROTECTION

POOL SAFETY

KingMetals_Fab_FencetechShow Issue.indd 1 4/4/14 1:19 PM

reach the most powerful buyers in the fence industry!

2015 media guideThe Official Publication of the American Fence Association

2015 EDITORIAL CALENDAR & SPACE/MATERIALS DEADLINES

Fencepost is published the FIRST week of the SECOND month of issue date. Contact the editorial office for editorial deadlines.

2015 ISSUE THEMES AD CLOSE MATERIALS DUE

JANUARY/FEBRUARYFENCETECH ISSUE - Exhibitors receive additional 8% discountVinyl & Composite - Fence & Decks

FEBRUARYAFA VOICE - Show Floor Only. All AFA member exhibitors advertising in The Voice will receive one FREE Fencepost Exhibitor Showcase ad to promote your company's newest product and traffic to your booth. The AFA Voice is distributed only on the show floor and is placed in every attendee bag. Talk to your ad rep regarding a 30% discount on this issue only.

12/16/14 12/23/143

MARCH/APRILPool Safety, Ornamental Metal & Chain Link FenceFENCETECH Follow-up: award winners, great moments, etc

3/5/15 3/13/15

MAY/JUNEWood fencing Farm & Ranch * Brochure Insert - Tools of the Industry

5/6/15 5/6/15

JULY/AUGUSTAccess Control, Gate ConstructionFence Industry Week, Rail & Deck

7/8/15 7/8/15

SEPTEMBER/OCTOBERFence Software, Residential add ons to build sales

9/7/15 9/7/15

NOVEMBER/DECEMBERFENCETECH PRE-SHOW ISSUE Doing Business in 2016

11/5/15 11/5/15

FENCEPOST READERS ARE BUYERS• Fencepost is distributed to over 7,500 fence professionals and is circulated throughout the U.S., Canada, Mexico, and 48 countries outside of North America, in both print and on-line formats.

• Approximately 80% of Fencepost readers are company owners, chief executive officers, and upper-level management personnel.

• Over 80% of Fencepost recipients routinely read the magazine, concentrating on features and selected articles, with 77% reading Fencepost from cover to cover. And when asked if they purchase products advertised in Fencepost, over 60% of the company owners and managers say yes.

• Readers generally issue high marks on the topics covered in Fencepost. Eighty-five percent “agreed” or “strongly agreed” that Fencepost provides useful information in a timely manner and gave positive ratings on its coverage of technical information, management information, federal legislation, and individual company profiles.

• The average reader’s company has been in business more than 29 years. And the average number of full-time employees per company is 31 – staffs ranging from one to 1,600 employees. Forty-four percent of Fencepost readers have annual sales of over $1 million and over 24% have sales in excess of $5 million.

FencepostThe Official PublicaTiOn Of The american fence assOciaTiOn

Third QuarTer 2014

$8.00

ACCESS CONTROL ISSUE

CHANGING PERIMETER

SECURITY BEHAVIOR

CAGOI 2014

SOMEONE YOU SHOULD

KNOW: STATESIDE STEEL

& WIRE

SECURITY:ACTION VS. REACTION

E-MARKET SHOWCASE Electronic new product announcements delivered right to the inboxes of Fencepost readers. Issues are planned for March, June and September. Contact your ad rep or the AFA office for additional information.

FencepostThe Official PublicaTiOn Of The american

fence assOciaTiOn

firsT QuarTer 2014

$8.00

FORECAST ‘14: STATE OF

THE FENCE INDUSTRY

PREVIEWING FENCETECH

SOMEONE YOU SHOULD

KNOW: HURRICANE FENCE

COMPANY

V I N Y L

FENCING

THRIVESC

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Fencepost magazine is the official publication of the American Fence Association (AFA). More than 1,000 AFA member companies represent an estimated 85,000 employees. Formed in 1962, the association represents the entire fence industry – manufacturers, distributors and contractors – throughout the United States, Canada, Mexico, and 48 other countries around the world and Fencepost reaches all of them! Fencepost is “The Magazine of Fence Industry Decision-Makers” and over 80% of its 7,500 circulation is distributed to fence professionals who identify themselves as company owners, chief executive officers, and upper-level management personnel.

TARGET TOP DECISION MAKERS AND KEY INFLUENCERS SHAPING THE FENCE INDUSTRY OF TOMORROW. The fence industry is a valuable, fast-growing market that can be reached by:• Advertising in Fencepost bi-monthly or by inserting

marketing materials with each issue of the publication.• Exhibiting at FENCETECH, the world’s largest fence,

gate, deck and railing exhibition and conference that routinely attracts more than 4,000 top fence professionals each year with average sales of $2 million.

• Sponsorship opportunities at FENCETECH• Joining the American Fence Association as a

manufacturer, associate member, or as one of the association’s valued business partners.

PUBLISHED BI-MONTHLY, Fencepost:• Delivers recurring columns that provide the personal

experiences and advice of the people in the fence industry community.

• Detailed articles written by fence industry professionals giving readers practical and big-picture perspectives on issues and challenges shared across the profession.

• Industry news on current research findings and indicators, and cutting-edge solutions, creative strategies, and products and services to inform and transform your business.

PURCHASE/USE DECISIONS MADE BY FACILITIES MANAGER READERS:Construction/renovation services 73.8%Training 68.1%Engineering services 65.2%HVAC equipment/services 64.6%Carpeting and flooring 64.6%Facilities management software 64.0%Energy management services 63.4%Facility condition inspections/audits 63.2%Lighting and lighting retrofits 62.2%Maintenance management 61.9%Fire and life safety systems 59.7%Elevator maintenance and repair 59.6%

Roofing 59.4%Signage/wayfinding 58.2%Safety equipment 57.3%Architectural services 56.8%Waste management/recycling 56.3%Windows and doors 56.0%Lock and key 55.4%Furnishings and fixtures 53.0%Transportation/utility vehicles 52.1%Utilities, metering, & monitoring 51.2%Grounds equipment/services 51.9%Landscape services 51.7%

Environment management services 51.4%Keycard/access control systems 51.4%Custodial services 50.8%Cleaning supplies/products 50.5%Flooring equipment/services 49.9%Master planning services 45.8%Security systems 45.5%Piping equipment 44.7%Purchased utilities 43.8%Space planning 41.8%Pesticides and herbicides 40.1%Renewable energy 39.7%

Purchase/use decisions made by readers:

As the official publication of the American Fence Association (AFA), Fencepost is “The Magazine of Fence Industry Decision-Makers.” It is published bi-monthly and distributed to contractors and retailers (89%), manufacturers (6%), wholesalers (2%), and other related industry professionals (3%).

• Targeted Audience. The circulation of Fencepost is refined and targeted to an audience with substantial purchasing power in the fencing industry across the United States, Canada, and abroad.

• Exposure. Over 15,000 fencing professionals (minimum 2+ readers per copy) read each issue of Fencepost, plus additional readership online.

• Affordable and Cost Effective. Advertising rates in Fencepost are competitive with other industry publications.

Why advertise in Fencepost?

FencepostThe Official PublicaTiOn Of The american fence assOciaTiOn

secOnd QuarTer 2014

$8.00

FENCETECH 2014 REVIEWNATIONAL WATER SAFETY MONTHMINDING YOUR BUSINESS: THREE ROUTES TO INCREASED PROFITABILITY

WITH LAYERS OF PROTECTION

POOL SAFETYKingMetals_Fab_FencetechShow Issue.indd 1

4/4/14 1:19 PM

The AFA alone organizes fence industry professionals nationwide & beyond, INSURING your advertising message is seen by

those who seek QUALITY and buy QUANTITY.

BLACK & WHITE RATESUNITS SIZES (WxH) 1x 3x 6x2 Page Spread/Bleed 17 1/4’’ x 11 1/4’’ $3,335 $3,345 $3,145Full Page/Bleed 8 3/4’’ x 11’’ $1,945 $1,815 $1,6901/2 Page Island 5’’ x 7 1/4’’ $1,465 $1,355 $1,2551/2 Page (H) 7 1/2’’ x 4 7/8’’ $1,325 $1,225 $1,1351/3 Page (V) 2 1/4’’ x 9 3/4’’ $980 $895 $8201/4 Page (V) 3 5/8’’ x 4 7/8’’ $835 $760 $685

COLOR RATESUNITS SIZES (WxH) 1x 3x 6x2 Page Spread/Bleed 17 1/4’’ x 11 1/4’’ $4,295 $4,085 $3,885 Full Page/Bleed 8 3/4’’ x 11 1/4’’ $2,685 $2,555 $2,4301/2 Page Island 5’’ x 7 1/4’’ $2,205 $2,095 $1,9951/2 Page (H) 7 1/2’’ x 4 7/8’’ $2,065 $1,965 $1,8751/3 Page (V) 2 1/4’’ x 9 3/4’’ $1,720 $1,635 $1,5601/4 Page (V) 3 5/8’’ x 4 7/8’’ $1,575 $1,500 $1,425

COVER RATES 1X 3X 6XInside Front Cover (Full)* 7 1/2’’ x 9 3/4’’ $3,240 $3,075 $2.925Inside Back Cover (Full)* 7 1/2’’ x 9 3/4’’ $2,875 $2,735 $2,585Back Cover (Full)* 7 1/2’’ x 9 3/4’’ $3,365 $3,075 $2,945* Two issue minimum, 4-color required. 10% Premium for Special PlacementPLEASE ADD 1/8" BLEED ON ALL SIDES FOR BLEED ADSPayment Terms. Payment due within 30 days of invoice. Advertisers billed at contract rate who fail to fulfill terms will be short rated. All contract discounts and/or commissions are cancelled if account is not paid within 30 days of invoice date. All payments must be made in U.S. funds. First time advertisers may be required to prepay. Billing is deemed conclusively correct unless advertisers make a written objection within 30 days of the date of publication.Discounts & Commissions. Member Discount. AFA members in good standing are eligible for a 3% discount on ads 1/4 page or larger. This discount will be cancelled if the advertiser fails to renew AFA membership or if advertiser cancels AFA membership.Exhibitor Discount. Advertisers contracted to exhibit at FENCETECH qualifyfor discounts on space in the show issues. Discount will be cancelled if advertiser does not exhibit.The following discounts apply:Pre-Show Issue (Nov/Dec) .................. 4% discount on spaceShow Issue (Jan/Feb) .......................... 8% discount on spaceMultiple-Page Discount. Advertisers inserting multiple units in an issue qualify for a 6% discount on gross billing for space, color and position.Frequency Discount. Advertisers in Fencepost are eligible for additional frequency discounts. Contact your ad representative for further details.Agency Commission. Recognized advertising agencies qualify for a 15% discount on gross billing for space, color and position. Commission does not apply to production charges, such as typesetting and layout, and insert or polybag mechanical charges. Regarding in-house agencies, advertisers will not be considered for agency discounts unless they have written documentation of in-house agency status in the form of an insertion order and have notified the publisher of that status prior to the ad’s publication. Commission discounts will be given at the discretion of the publisher.

2015 rate card

Ad Specifications

Printing: Mini Web offset, CMYKBinding: Saddle-stitchTrim Size: 8.5" × 10 7/8"Image Area: 7.5" × 10"Bleed Size: 8 5/8" × 11"Screens: Halftones, black & white, and color – 175-line screen Inserts: Advertisers

can supply inserts to be saddle-stitched into the center of the magazine. Please contact your advertising rep for ad specifications. There is an additional charge for an insert to be tipped (glued) into the magazine because of the additional production cost and time.

Contact the advertising reps for rates for bellybands, polybags, and other special advertising.

FULL PAGE AD8.5" x 10 7/8"

Bleed size: 8.75" x 11"

Live area: 7.5" x 10"

Text should fall within live area to ensure nothing

is trimmed off.

HALF PAGEISLAND

5" x 7.25"

HALF PAGEHORIZONTAL

7.5" x 5"

2-page insert $2,411 4-page insert $3,344

QUARTER PAGE

3 5/8" X 4 7/8"

THIRD PAGEVERTICAL2.25" X 10"

Material Requirements. E-mail all files to your sales rep. Please name all files in this format clearly and include the prefix FP [Fencepost][company/product name] issue date (e.g., Jan/Feb15 etc.).

Electronic Files. Prepare files in InDesign, Adobe Photoshop, or Adobe Illustrator.

PDF. PDF/X-1a files—high-resolution (300 dpi) PDF files with all fonts embedded—are preferred. The Press Quality or High Quality Print settings are secondary options. Include bleeds and crop marks when sending your PDF file. Bleeds must be created in the original application file.

Photos. Save as .eps, .tiff, .jpeg, or PSD files (no less than 300 dpi or approximately 1,800 x 1,200 pixels). Color images must be in CMYK mode.

Fonts. Include all fonts in file (page layout document and illustrations).

Color Ads. All ads must be accompanied by a sample proof to show how it should be printed (including colors).

Black & White Ads. Use the following CMYK build to produce a rich black look in your ad: C50, M40, Y30, K100.

All advertising material is subject to approval by the publisher. While the publisher and printer will make every effort to correct inaccurate film, artwork, or electronic files, they are not liable for quality of ads printed from faulty ad materials.

requirements

CONTACTS

Advertising SalesContact your rep today:

EAST OF THE MISSISSIPPISteve Wafalosky440-247-1060

stevew@larichadv.com

WEST OF THE MISSISSIPPISusan Sommer818-704-5555

ssommer250@earthlink.netKaren Glasser818-704-5555

kglasser250@earthlink.net

Advertising CoordinatorLes McCarty

for technical questions regarding your ad preparation and delivery

please call703-279-8130

TERMS AND CONDITIONSThe publisher accepts advertising on the basis

that a company representative or advertising agency is acting as an official representative on behalf of the advertiser. The publisher holds the advertiser and its

agency, jointly and severally, liable for such monies (any and all expenses incurred on the advertiser’s behalf by its representative) as are due and payable to the publisher.All information contained within the current

media kit and rate card is part of the legally binding terms of this contract and applies to Fencepost and any special editions. No conditions, printed or otherwise, appearing on the space order, billing instructions, or copy instructions which conflict with the publisher’s stated policies will be binding on the publisher.Advertisers must submit the appropriate

proofs with the ad material in order to qualify for the rates outlined in the current media kit and rate card.Additional charges for changes from original

layout and copy, as requested by the advertiser or to meet mechanical requirements of the publication, will be levied based on current composition rates.

Cancellations or changes in insertion orders cannot be accepted after closing date. A previously run ad will be inserted by the material deadline.The publisher assumes no liability, financial or

otherwise, for any cause, for advertising that fails to appear as scheduled. The publisher will, however, make every reasonable effort to assure any such advertising does appear in the nextavailable issue.Advertiser and its advertising agency, jointly

and severally, agree to indemnify, defend and save harmless the publisher, its employees and agents from any claims, actions, expenses or losses based on or arising out of anything contained in their advertising.All advertising control position clauses

are treated as requests. Since editorial requirements change as Fencepost production progresses, the publisher cannot guarantee fixed positioning.It is understood and agreed that all orders

must conform with the conditions set forth in the current media kit and rate card, and that the publisher reserves the right to eliminate from all orders any clauses which do not comply..

cover feature

www.fencepostmagazine.com Fencepost • First Quarter 201420 www.fencepostmagazine.com Fencepost • First Quarter 201421

cover feature

Photo courtesy of Kroy Fence..

By William & Patti Feldman

2013 was a good year for fencers, in general, and a very good year for vinyl fencing, higher end vinyl in particular.

Vinyl fencing is popular for its aesthetic appeal and functionality in a wide range of applications, from residen-tial installations such as privacy, picket or rail fencing around a home, perimeter fencing at a gated community, pool fencing, and horse fencing to light commercial applications such as enclosing a dumpster (with proper steel reinforcement) or shielding HVAC units. Further-more, vinyl fencing that simulates stone panels and features foam-filled posts reinforced with steel is used for noise reduction as sound barrier fencing.

For residential and light commercial applications, vinyl fencing has many appealing features com-pared to other fencing materials. It comes in many different styles, heights, finishes, grains, and colors, requires very little maintenance, and is durable.

Because it is lighter than wood and typically pre-cut and pre-rout-ed, it is easier to install than wood and does not require a lot of field modification. It doesn’t kink like aluminum might or warp, blister, split, or give splinters like wood often does over time. Also, unlike wood that needs sealing or paint-ing with potentially toxic chemi-cals to preserve the surface or treatment and protect against the damaging effects of mold, mildew, or insects on wood, vinyl fencing is not adversely affected by mold and mildew and only requires a periodic wash or scrub via a garden hose to clean off surface dirt. In addition, vinyl fencing for residential applications typically carries the lifetime warranties homeowners like.

Vinyl fencing is popular in the Northeast, throughout the South (es-pecially in Florida and along the east coast) as well as in the Great Lakes and the Midwest – all areas of dense population, with a particularly high concentration of installations in Utah, where vinyl fencing first gained its momentum. It is also prevalent on the eastern part of Long Island, New York, where it holds up well against the salt air.

Color is enlivening the vinyl market and vinyl fencing is available in an increasing number of shades of traditional colors. While white is still the

V I N Y L FENCING THRIVES

Because it is lighter than wood and typically pre-cut and pre-routed, it is easier to install than wood and does not re-quire a lot of field modi-fication. It doesn’t kink like aluminum might or warp, blister, split, or give splinters like wood often does over time.

AFA Cover Feature

www.americanfenceassociation.com Fencepost • Third Quarter 201422 www.americanfenceassociation.com Fencepost • Third Quarter 201423

By Jeffrey Steele

The following article recently appeared in a security industry trade publication, targeting security professionals charged with the responsibility of implementing effec-tive physical security measures at facilities around the country. After reading the article, you will � nd no dif� culty

in understanding the message being sent to the intended audience. On the other side of the conversation, we in the fence industry have an equally critical role as being re-sponsible participants in providing products and services to these facilities. Too often we are distracted by the single minded focus of getting the contract or closing the order to truly evaluate what is best for the client to develop a security platform tailored to their speci� c needs. The next time you are involved in working with a project requir-ing elevated performance levels of physical security, put your consultative hat on when developing your proposal. You may � nd that by partnering with the people directly af� liated with delivering the project, basing your proposal on the best products and approach to satisfy the site and security concerns, the value you create is sometimes given more consideration than simply throwing in the lowest bid based on elements that are not necessarily in the best inter-est of the job. If you want the respect of being treated like an industry professional, you must demonstrate yourself as being one.

All things in life change over time. As it relates to the world of security, the acceleration of change began with the unforget-table terrorist attacks on our domestic soil in 2001, with multiple other events to follow. Most recently, places of large gatherings like schools and theaters have been the center of attention, driving the priority of changing the way security is viewed to protect unsuspecting patrons of a business or innocent children. The challenge security professionals encounter, as it relates to these situations, is more behavioral than educational. They are subjected to a reactionary environment that seems to be numb

Changing Perimeter Security Behavior Ameristar's line of commercial bollards effectively control

vehicle traffi c and deter vehicular threats without restricting pedestrian movement.

By Barry Willingham

You may fi nd that by partnering with the people directly affi liated with deliver-ing the project, basing your proposal on the best products and approach to satisfy the site and security concerns, the value you create is sometimes given more consideration than simply throwing in the lowest bid based on elements that are not necessarily in the best interest of the job.

(22-29) F Perimeter security.indd 22-23 8/11/14 10:11 AM

FencepostThe Official PublicaTiOn Of The american fence assOciaTiOn

secOnd QuarTer 2014$8.00

FENCETECH 2014 REVIEWNATIONAL WATER SAFETY MONTHMINDING YOUR BUSINESS: THREE ROUTES TO INCREASED PROFITABILITY

WITH LAYERS OF PROTECTION

POOL SAFETY

KingMetals_Fab_FencetechShow Issue.indd 1 4/4/14 1:19 PM

AFA VOICE. Reach the thousands of motivated fence buyers who will attend FENCETECH by advertising in the show’s official publication, the AFA VOICE. The AFA VOICE is an important source of information about the show, AFA andmore, and is widely read by attendees.

All AFA member exhibitors advertising in The VOICE will receive one FREE Fencepost Exhibitor Showcase to promote your company's newest product and traffic to your booth. The AFA VOICE is distributed only on the show floor and is placed in every attendee bag.

New for 2016 the AFA VOICE will be combined with the Pocket/Buyer’s Guide to provide all your FENCETECH content in one location.*Talk to your ad rep regarding a 25% discount on this issue only.

RATESSize Specs (WxH) B/W 4-ColorFull Page 8 1/2'' x 10 7/8'' $1,396 $2,1361/2 Page Horizontal 7 1/2'' x 4 7/8'' $924 $1,6641/2 Page Island 5'' x 7 1/4'' $1,032 $1,7721/3 Page Vertical 2 1/4'' x 9 3/4'' $764 $1,5041/4 Page 3 5/8’’ x 4 7/8’’ $604 $1,334

PACKAGE DEALS. AFA offers special ad packages designed to help bolster your company’s exposure without increasing your budget. • Advertisers in Fencepost receive a 24% discount per ad in AFA Voice

E-MARKET SHOWCASE. E-Blasts 3 times a year. Reaches a minimum of 5,000 decision making fence professionals at $500 per blast.Specs: Includes your logo, Product Name, one 300 dpi photo, 80 words of product-description copy, contact info + a hot link to your website! Don’ t miss out - Limited Availability! Limited to 10 products. Sold on a “first come” basis.

WEB ADS. AFA is offering company logo placement on our homepage for AFA Members only. Bring your Fence products & more to the attention of all who visit our the AFA home page.Size: Small —300 x 250 pixels. Large—728 x 90 pixels Rate: $50.00 per month, minimun 3 months.

additional advertising options!

voiceAFAFencetech 2014 • Las Vegas, neVada • March 6-8, 2014

Welcome toFENCETECH

2014!

BONUS SECTION: NEW PRODUCT SHOWCASE LISTING & BOOTH NUMBERS

Fencepost

voicevoicevoicevoiceAFAFENCETECH 2015 • ORLANDO, FLORIDA • FEBRUARY 3-6, 2015

Welcome toFENCETECH

2015!

BONUS SECTION: NEW PRODUCT SHOWCASE LISTING & BOOTH NUMBERS

voicevoicevoicevoicevoiceFencepost

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