4specs Media Kit - 2018

4specs is an Internet-based library service for specifiers, architects, engineers and others in the construction industry. 4specs organizes the building product manufacturer's website just as a librarian organizes 3-ring binders in the design office. You can also think of 4specs as a specialized search engine or directory of manufacturers of construction products. Each manufacturer's link goes directly to their website.

4specs has three types of listings:

Free basic listings:

Free enhanced listings with a 15 word description:

Showcase listings with image, icons and longer descriptions:


Thermafiber  Specs  CAD  BIM
(an Owens Corning company) Thermafiber RainBarrier® Mineral Wool Continuous Insulation provides energy saving R-values of 4.2 per inch of thickness. RainBarrier is non-combustible, water repellent and 40-60% less expensive than rigid foam per square foot. Mineral wool is easy to fabricate and install in masonry applications. It is also compatible with all air/vapor barrier systems.


4specs is a high-performance publication for building manufacturers

To help you understand a little bit more on how referrals work in 4specs, it is important to remember that our target audience is specifiers and architects. Specifers and architects rarely phone or email manufacturers and they are not purchasing materials. They add the products to their designs and write the specs for projects to be bid in the future. You want to be included in that design and specification. That is why you, the manufacturer, want to be seen and referred from 4specs.

4specs has very attractive advertising rates, based on performance

Rate Card

The 4specs annual advertising costs are based on our performance for your website. The Internet has made the Pay per click (PPC) advertising model possible. Google AdWords is probably the largest PPC network operators, operating on a bid-based model typically charged to a credit card. 4specs is a highly-targeted website with a flat-rate per referral model and an annual invoice.

Our ad rates are set on a forward-looking per-referral-to-your-website basis based on actual recent referral from the pages you are advertising on. We track the outbound referrals and report to you each month by email. You can validate our performance with your website analytics, including Google Analytics.

Our ad program is invoiced on an annual basis and there are no additional charges for overages. If we overestimate the expected number of referrals, we will extend the ads, and if we underestimated, you receive the additional referrals at no additional cost. Renewal will be determined by the prior year's performance. 80% of the advertisers renew every year. There are no contracts or multi-year agreements.

Expected and actual performance is highly variable, depending on the sections the company is listed in and how well known the company is. We have a section by section estimate of what we think a typical advertiser will receive from that section. You can add all your sections together and form an estimate of your ad rates. We will also review the sections with you and can add sections as appropriate.

Estimate by section of expected advertiser performance (Updated to January 2018)

Advertisers with multiple companies and urls are added together to determine the total expected referral rate and ad rate. We typically do not provide multiple links into a website for different sections. Note - sections with few referrals a month are not included. First column is the section, second column is total referrals from that page in January 2018 and the third column is the expected number of referrals from that page monthly and the fourth column is an annual projection. We have tried to be conservative.

The showcase listings include:

The showcase listings typically appear twice - once on top with the advertisers and again on the bottom with all the listings for the section. You can see examples of showcase listings used on 4specs:
Showcase listing examples

Links for each building product manufacturer go to the top of their website or single target page; we do not provide multiple product links to different sections. The link is typically the company name, not a product name.

Image - maximum size is 160 pixels wide x 144 pixels high and a jpg or non-animated gif or png. We recommend different images and descriptions for each section, targeted to that section. We can resize photos or existing images, or you can provide finished artwork. Images are typically compressed to 5-6,000 bytes. We use Photoshop Elements and generally save for the web - jpg medium or 30%.

Text - 55 words is the typical maximum length. Our hard limit is not going onto the 7th line. We recommend against the words manufacturer and superlatives such as world class and premier. While I understand the use of trademark and register notations, I find they slow down reading and are not useful to our user and I recommend against using them.

Icons are used to indicate what information is available on the website link. 4specs does not develop or host the design information. The information must be available for download with no registration required. We have many friends in the industry that can help you develop specs or CAD and BIM info.

Specs Icon - Specs - This icon indicates that the website has a CSI-formatted three-part specification available online in an editable form - typically a Word or rtf document, PDFs do not qualify for the icon.

CAD Icon - CAD - This icon indicates that the website has CAD details available - typically in a dwg or dxf file.

BIM Icon - BIM - This icon indicates that the website has BIM objects available - typically an rta file for Revit or a Sketch-up file.

If you email the text back to me in a word document and attach the images, it makes it simpler for me. I can resize the images if needed. It is very helpful to label the images with the section number if there are multiple images - yourco_09-9100.jpg for example.
Email them to:  


Contact us for more information


Colin Gilboy
Publisher - 4specs
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Last Update:  July 29, 2018