Heavy-Duty B2B Advertising
Reach Diesel Professionals Who Make Purchasing Decisions
Connect with fleet managers, shop owners, and diesel technicians actively researching products and services. Flexible options across display, content, directory, and Buyer's Guide placements — no long-term contracts required.
Advertising Opportunities at a Glance
Six core ways to reach diesel and fleet professionals — all include professional design or writing, with no long-term contracts.
Banner Advertising
- 21 standard IAB-style formats
- Homepage, sidebar & more
- Rotating or exclusive static placement
- Custom sizes available on request
- Free professional banner design
- Live within 1–5 days
- Month-to-month, cancel anytime
In-Article Advertising
- Fully customizable, not a fixed size
- Embedded directly within article content
- Supports embedded video creative
- Highest contextual relevance — engaged readers
- Scoped to your goals in a quick conversation
- No long-term contract required
Sponsored Article
- 1,500–2,500 word editorial article
- Professional writing included
- SEO-optimized for organic search
- Published permanently — no expiry
- Prominent CTA to your landing page
- Unlimited revisions until approved
Business Directory
- Dedicated company profile page
- Custom URL & branded design
- Do-follow SEO backlinks
- Contact & location integration
- Annual partnership — we handle everything
- Permanent directory placement
Buyer's Guide Listing
- Dedicated product/company profile page
- Featured in HDJ's Buyer's Guide directory
- Standard or Premium tier available
- Premium adds video & a lead-capture form
- Evergreen — no expiry date
- Custom pricing based on tier & category
Press Release
- Professionally written & edited
- Published on HDJ as a standalone release
- SEO-optimized headline & structure
- Ideal for launches, milestones & news
- Permanent placement — no expiry
- Fast turnaround
Ready to see full pricing? Sponsored articles, press releases, and the Business Directory check out instantly on our pricing page → For banner advertising, contact us for a quick quote.
I Know What I Need
Browse every option in one place. Sponsored articles, press releases, and the Business Directory check out instantly online — for banner advertising, just contact us directly and we'll get you a quote.
See Pricing & Checkout →I Want Guidance
Discuss your goals with our team. We'll recommend the right mix of display advertising, sponsored content, and lead generation for your budget and target audience.
Free 30-Min ConsultationBanner Advertising
Display ads placed across high-traffic pages including the homepage, article pages, and sidebars. 21 standard format options across every major display size, plus custom sizes on request — all with free professional design and simple monthly billing, no CPM calculations or bidding wars.
Billboard 970 × 250 px
Our largest standard format. Commands maximum attention at the top of high-traffic pages — ideal for major promotions and brand takeovers.
Large Leaderboard 970 × 90 px
A wider version of the classic leaderboard, spanning the full page width for maximum visibility at the top of any page.
Leaderboard 728 × 90 px
Premium top-of-page placement — the first thing every visitor sees on any page. Maximum visibility across the entire HDJ readership.
Half Banner 234 × 60 px
A compact horizontal format suited to secondary placements alongside other content.
Main Banner 468 × 60 px
A classic horizontal banner offering steady visibility without disrupting the reading experience.
Half-Page 300 × 600 px
Our largest sidebar format. Ample space for detailed product messaging, multiple calls to action, or a complete product showcase.
Portrait 300 × 1050 px
An extra-tall sidebar format that stays visible through the full length of long technical articles.
Wide Skyscraper 160 × 600 px
A tall vertical format that stays visible as readers scroll through long articles. Excellent for sustained brand awareness.
Skyscraper 120 × 600 px
A slimmer vertical format offering sustained sidebar presence at a smaller footprint than the Wide Skyscraper.
Vertical Banner 120 × 240 px
A compact vertical format suited to secondary sidebar or in-content placements.
Large Rectangle 336 × 280 px
30% larger than the standard rectangle. Higher visibility, more creative space, and stronger engagement from readers scanning the page.
Medium Rectangle 300 × 250 px
The industry-standard rectangle — a versatile, high-performing format for sidebar or in-content placements.
Small Rectangle 180 × 150 px
A compact rectangle for secondary placements that don't require a large footprint.
Sidebar Banner 300 × 250 px
Classic sidebar placement on all article pages. A proven entry point for display advertising with broad reach across the full HDJ audience.
Square 250 × 250 px
A balanced square format that works well in sidebars or between content blocks.
Small Square 200 × 200 px
A compact square option for tighter placements without sacrificing visibility.
Large Mobile 320 × 100 px
A mobile-optimized format offering more creative space than the standard mobile banner.
Mobile Leaderboard 320 × 50 px
A slim, mobile-friendly leaderboard format built for smartphone readers.
Mobile Banner 300 × 50 px
A compact mobile format designed for minimal disruption on small screens.
Responsive Square Art 1200 × 1200 px
A high-resolution square asset used for responsive placements that adapt automatically across devices.
Responsive Landscape Art 1200 × 628 px
A high-resolution landscape asset used for responsive placements that adapt automatically across devices.
Custom sizes to suit your campaign may be available on request. All display formats are subject to availability.
Rotating vs. Static Placement
Rotating: Share a position with a small group of advertisers for cost-effective visibility across the full audience.
Static: Exclusive placement — only your brand appears in that position. Maximum impression share.
What's Included With Every Banner
Free professional banner design, unlimited creative revisions, a direct link to any destination URL, and the ability to update your creative anytime during the campaign.
Total Visibility Package
Maximize your brand presence with a bundled placement across the Leaderboard, Sidebar, and In-Article positions simultaneously — your brand appears at the top, in the sidebar, and within the content readers are actively consuming. Contact us or schedule a consultation to ask about bundle pricing.
Content Marketing
Professional editorial content that positions your brand as an industry authority. Every piece is published permanently — generating organic traffic and leads long after publication.
Why Sponsored Content Outperforms Banner Ads Alone
Unlike display banners that stop working the moment your campaign ends, sponsored articles continue generating organic traffic and qualified leads for months and years after publication. Readers searching for diesel maintenance guidance, fleet management solutions, or equipment recommendations find your brand in their moment of highest intent. It's an investment that compounds over time. Need a multi-article program? Let's talk →
HDJ Business Directory
Establish year-round visibility with a dedicated company profile in the HDJ Industry Partner Directory — a permanent, branded presence alongside the content diesel professionals rely on every day.
Dedicated Company Profile Page
A permanent profile page built, written, and maintained by the HDJ team. We handle everything — from writing your business description to designing the page and publishing it in the directory. You simply review and approve.
Everything Included:
- Custom Profile Page — Unique URL, 300–500 word company description, your branding
- Permanent Directory Listing — Logo, category placement, visible to all HDJ readers
- Do-Follow Backlinks — SEO value passed directly to your website
- Contact Integration — Phone, email, website, and location links
- Full-Service Setup — We write, design, and publish everything
Ideal For:
Parts Suppliers: Aftermarket components, OEM parts programs, specialty hardware
Service Providers: Mobile repair services, fleet maintenance contractors, roadside assistance
Equipment Dealers: Diagnostic tools, shop equipment, lifts and specialty tooling
Software Vendors: Shop management systems, telematics platforms, compliance software
Training Providers: Diesel technician certification programs, ASE prep, fleet safety training
Buyer's Guide Listing
A dedicated, single-company profile page inside HDJ's Buyer's Guide directory — the section our audience visits specifically to research products and platforms before buying. Choose Standard for a clean profile, or Premium to add video, results, and a lead-capture form built into the page itself.
Pricing note: Buyer's Guide Listings are priced per tier and category rather than sold through instant checkout — visit the listing page to see full details and get started.
Press Release Distribution
Announce a launch, milestone, partnership, or product update to an audience of diesel and fleet professionals — published as a standalone release on HDJ, written and optimized by our editorial team.
Add-On Services
Extend your campaign with custom lead generation and professional video production. Available standalone or layered on top of any advertising option.
Lead Generation
Custom Lead Capture Forms: Collect fleet size, budget, timeline, and application — qualified data, not just contact info
1–5 Day Delivery: Leads sent directly to your inbox or CRM within 1–5 business days of capture
Lead Magnets: ROI calculators, diagnostic guides, and downloadable toolkits — we design them for you
GDPR & Consent Compliant: Proper consent mechanisms and opt-in flows included as standard
Works best when integrated with an ongoing display or content campaign. Minimum 30-day engagement.
Video Production
2D Animated Videos: 60–120 second professional-quality video tailored to the heavy-duty industry
Full Commercial Rights: Use your video across your website, social channels, and sales materials — forever
Complete Package: Script, professional voiceover, background music, and sound design all included
Revisions Until Right: Multiple revision rounds to ensure the final product reflects your brand and message
Purchase standalone or add to any advertising campaign for a complete multi-format presence.
Have a Specific Idea in Mind?
We know that one size doesn't fit all when it comes to B2B advertising. Whether you're envisioning a homepage takeover, a multi-month content series, a co-branded lead generation campaign, or something else entirely — we're happy to build around your goals. If your ideal campaign isn't covered by our standard options, schedule a free 30-minute consultation and let's talk through what's possible.
See Where Your Business Fits in Heavy Duty Journal's Editorial Coverage
Looking for Editorial Coverage, Not an Ad?
Some businesses aren't looking to buy a placement — they're looking to see if their story, product, or expertise is a genuine fit for HDJ's editorial coverage. That's a different conversation from advertising, and we treat it that way.
We're Strict About What We Publish
HDJ is a trade publication our readers trust for genuinely useful, industry-relevant content. If it isn't relevant to diesel technicians, fleet managers, shop owners, or owner-operators, we don't publish it — regardless of budget. Editorial fit comes first.
Free Placement Tool
Answer a few quick questions about your business and content, and get an instant read on where — if anywhere — it fits within HDJ's editorial coverage.
Check Editorial Fit →Why Advertisers Choose Heavy Duty Journal
Built Around Buying Intent, Not Just Traffic
Every advertising format on this page is designed around one thing: putting your brand in front of readers who are actively researching a purchase — a fleet manager comparing telematics platforms, a technician looking up diagnostic tools, a shop owner evaluating software. That's a very different audience than a general trade-show crowd or a broad social feed, and it's why sponsored articles and directory listings keep generating engagement long after a banner campaign would have ended.
A Precision Audience
Verified Decision-Makers: Fleet managers, diesel technicians, and shop owners — people with real buying authority, not passive browsers
High Purchase Frequency: Our readers regularly purchase equipment, parts, and services for their operations
Zero Wasted Impressions: No hobbyists or unqualified browsers — every reader is active in the heavy-duty industry
Detailed audience and traffic data can be shared directly with advertisers on request.
Long-Term Advertising Value
Permanent Content: Sponsored articles remain live indefinitely, compounding SEO value and lead generation over time
Verified Leads: Industry professionals — not bot submissions or irrelevant consumer traffic
Fast Activation: Banner ads live within 1–5 days of approval, sponsored articles and press releases published in 1–7 business days
HDJ vs. Other Advertising Channels
| Channel | The Reality |
|---|---|
| Google Display Ads | High waste — impressions served to consumers, students, and competitors, not verified industry buyers |
| Facebook / Meta | Interest targeting ≠ purchasing authority; most exposure reaches passive scrollers, not active buyers |
| Trade Shows | 3–4 days per year, significant travel and booth costs, narrow time window for impressions |
| HDJ Advertising | Direct access to verified diesel and fleet decision-makers, 24/7, during active product and service research |
Advertising With Heavy Duty Journal
A quick look at how banner ads, sponsored articles, and directory placements show up across the site — and how each one puts your brand in front of technicians and fleet managers who are already looking for a solution.
Frequently Asked Questions
Can I buy ads online without scheduling a consultation?
Sponsored articles, press releases, and the Business Directory can all be purchased directly via secure Stripe checkout on our pricing page — no consultation required, published within 1–7 business days. Banner advertising isn't sold through instant checkout — contact us directly with the format and placement you're interested in and we'll get back to you with pricing.
Is there a minimum advertising commitment?
Banner ads and lead generation campaigns operate on a 30-day minimum — no long-term contracts required. After the initial period, campaigns renew month-to-month until cancelled. Sponsored articles are a one-time purchase with permanent placement, and Business Directory listings are annual partnerships.
Do I need to provide content or do you write it?
We write everything — professionally, with genuine industry expertise and full SEO optimization. Unlimited revisions are included until you're satisfied with the final result. If you prefer to submit your own content for editorial review, that option is also available.
What's the difference between rotating and static banner placements?
Rotating: Your banner shares a placement position with a small group of other advertisers — cost-effective with broad reach across the full readership. Static: Exclusive positioning where only your brand appears in that spot — maximum impression share with no rotation. Both options are available for all banner formats.
How quickly can my advertising go live?
Banner ads typically go live within 1–5 days of artwork approval. If we're designing your banner, allow 2–3 business days for design plus your review time. Sponsored articles and press releases are published within 1–7 business days from the time your brief is approved. Custom campaigns are typically activated within 7–10 business days after your consultation.
Do you provide analytics or performance reporting?
HDJ does not provide built-in analytics dashboards. Advertisers are encouraged to implement their own tracking solutions — Google Analytics UTM parameters, conversion pixels, or CRM integrations — to measure campaign performance. Platform traffic and audience metrics are available directly to advertisers on request. For lead generation campaigns, qualified leads are delivered directly to your inbox or CRM within 1–5 business days of capture.
What's the difference between a Business Directory page and a Sponsored Article?
A Business Directory page is a permanent company profile in our industry partner directory — ideal for brand presence, SEO backlinks, and being findable by readers looking for your category of product or service. A Sponsored Article is a full editorial piece — ideal for product launches, thought leadership, or ranking for specific search terms. Many advertisers use both formats together for maximum impact.
What's the difference between a Buyer's Guide Listing and the Business Directory?
The Business Directory is a general company profile — any HDJ-relevant business can have one, regardless of product category. A Buyer's Guide Listing lives specifically inside the Buyer's Guide section, where readers go when they're actively comparing products in your exact category before buying — a much more purchase-ready audience for that specific placement. Premium tier also adds a video and an embedded lead-capture form, which the Business Directory doesn't include.
Can I combine multiple advertising options?
Absolutely — combining formats is often the most effective strategy. A typical high-performing campaign might include banner ads for ongoing visibility, a sponsored article for authority and organic search traffic, and a lead magnet for active prospect capture. You can start with one format and add others at any time. Schedule a consultation to design a custom package.
What industries and business types advertise on HDJ?
Heavy Duty Journal is the right fit for any business selling products or services to diesel technicians, fleet managers, shop owners, or owner-operators. This includes parts suppliers, equipment dealers, diagnostic tool manufacturers, fleet software vendors, service providers, training programs, fuel and lubricant suppliers, trailer manufacturers, and heavy equipment companies.
What if I want editorial coverage instead of a paid placement?
Use the Free Placement Tool to check whether your business or content fits HDJ's editorial coverage. HDJ maintains strict editorial standards — if it isn't genuinely relevant to our diesel and fleet audience, we won't publish it, regardless of budget.
Ready to Reach Heavy-Duty Decision Makers?
Browse all advertising options and purchase online, or schedule a free consultation to design a custom campaign around your goals and budget.
Editorial Standards: All advertising placements are subject to editorial review. Heavy Duty Journal reserves the right to decline advertising that does not meet our content and quality standards.