FBG Medier

What FBG Medier does

FBG Medier A/S is a privately held Danish B2B media company headquartered in Birk, Herning, operating for over 100 years as a specialist in targeted marketing and trade media. The company publishes multiple specialized industry titles covering construction and entrepreneurship (Maskinteknik/Grønteknik), agriculture and food (Maskinbladet, Agro Bovi & Hyo), and lifestyle/hobby (Fritidsmarkedet), alongside Maskinbasen — Denmark's largest online portal for buying and selling new and used machinery tailored for professional dealers.

The company's technology platform centers on PARTNERS, a self-service profile and lead-generation tool that allows businesses to create keyword-tagged profiles, publish their own industry-relevant content, integrate Facebook feeds, and track daily performance statistics, generating over 30 million impressions and 7,000 clicks for subscribers. Supporting products include digital banner advertising, video production (Videoproduktion), video advertising spots (Videospots), custom landing pages, print advertising, inserts and loose leaves, and sponsored editorial content distributed across owned media properties and daily newsletters.

FBG Medier monetizes through a hybrid model combining digital and print advertising revenue, recurring PARTNERS subscription revenue on multi-year contracts, sponsored content fees, and marketplace activity on Maskinbasen. Go-to-market is split between a direct sales team of advisors/consultants guiding enterprise and mid-market customers through campaign setup, and a self-service motion via the PARTNERS platform for SMB and individual advertisers. Customer evidence spans a diversified mix across agriculture, construction, green technology, and lifestyle verticals, with logos including Case IH, Grimme Skandinavien, Semler Agro, Sjørup Group, Esbjerg Cylinderservice, and Maskiner A/S. Geographic scope is limited to Denmark.

Name

FBG Medier

Legal name

FBG Medier A/S

Website

https://www.fbgmedier.dk

Company type

Private

Founded year

1918

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

B2B Trade Media & Marketing Services

NAICS

Periodical Publishers (513120), Media Buying Agencies (541830)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industry

Technology & B2B PR (BPAFADAI)

Keywords

• Digital advertising solutions
• Machinery marketplace
• Targeted marketing services
• B2B trade media
• Industry publications

Headquarters

HQ city

Herning

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Digital Advertising: Banner advertising on industry media websites, video production services, videospots, and landing pages. These are online marketing solutions that provide exposure for businesses targeting specific industry audiences.
2. Print Advertising: Traditional print advertising in trade publications, including inserts and loose sheets distributed with industry media. Combined digital and print campaigns for maximum visibility.
3. PARTNERS Subscription: Business profile subscription service providing visibility through keyword targeting, editorial content placement, newsletter exposure, and SEO/linkbuilding benefits. Generates over 30 million impressions and 7,000 clicks for subscribers.
4. Sponsored Content: Content-based marketing where businesses advertise through engaging stories integrated into editorial content of industry publications.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

FBG Medier A/S operates specialized B2B trade media in Denmark across construction, agriculture, food, and lifestyle sectors, with a portfolio of industry publications (Maskinbladet, Maskinteknik/Grønteknik, Agro Bovi & Hyo, Fritidsmarkedet) supported by digital marketing products including the PARTNERS SEO/profile platform, the Maskinbasen machinery marketplace, banner advertising, sponsored content, video production, landing pages, print advertising, and inserts. Customers are B2B advertisers and dealers who buy visibility, lead generation, and audience access through these owned media properties.

Product overview

FBG Medier operates as a specialized B2B media company offering a portfolio of industry-focused publications (Maskinbladet, Maskinteknik/Grønteknik, Agro Bovi & Hyo, Fritidsmarkedet) alongside digital and offline marketing products. The core digital platform includes PARTNERS (an SEO and lead generation tool with company profiles, keyword targeting, and self-publishing capabilities), Maskinbasen (Denmark's largest online machinery marketplace), and video production services. Supporting products include banner advertising, landing pages, video spots, print advertising, inserts/loose leaves, and sponsored content. These products work together to provide comprehensive marketing solutions targeting professional audiences in construction, agriculture, green technology, and hobby/freelance sectors.

Differentiator

Problem solved

Functional benefit

Brands

• PARTNERS: A unique tool for driving traffic to company websites, SEO optimization, and linkbuilding for maximum visibility among target audiences. Available on multiple FBG Medier sites including Maskinbladet, Maskinteknik, Grønteknik, and Fritidsmarkedet.
• Maskinbasen

Quantifiable outcome

• Over 30 million impressions and 7,000 clicks generated through PARTNERS platform
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• KHL Group: KHL Group is a UK-based B2B media company producing trade publications, newsletters, and events for construction, materials handling, and demolition industries. Highly comparable to FBG Medier's machinery/construction trade media model, with similar multi-title B2B publishing, digital platforms, and event-driven audience engagement.
• Mascus: Mascus is an online marketplace for used machinery, trucks, and heavy equipment, operating across Europe and internationally. Directly comparable to FBG's Maskinbasen portal in product category, buyer-seller marketplace model, and dealer monetization.
• Bonnier Business Media: Bonnier is a Nordic media group with a substantial B2B publishing and trade media portfolio across multiple industries. Directly comparable in geography (Nordic), model (multi-vertical B2B trade publishing), and audience profile (professional/specialist).
• Machinery Trader: Machinery Trader is a leading online marketplace and listing service for new and used construction, agricultural, and commercial equipment, primarily in North America. Comparable to Maskinbasen in marketplace product (machinery listings for professional buyers) but operating in a different geography.

Broad incumbents

• Informa Markets: Informa is a global B2B events and publishing group operating trade shows and trade media across dozens of industries. Comparable to FBG in B2B trade publishing and vertical specialization, but at much larger scale and with events as a major pillar alongside publishing.
• Reed Business Information: Reed Business Information (part of RELX) is a long-established B2B trade publisher operating across multiple industries including agriculture, construction, and retail. Comparable in B2B trade publishing model and multi-vertical portfolio, though at significantly larger scale and with broader geographic reach than FBG.
• IDG Communications (Foundry): IDG / Foundry is a long-established B2B tech media company operating trade publications, digital platforms, and events for IT and business buyers. Comparable in B2B trade publishing and digital subscription/advertising model, though focused on tech verticals rather than machinery/agriculture.

Regional players

• Egmont Publishing: Egmont is a Nordic media and publishing group headquartered in Denmark with substantial publishing operations. Comparable in Nordic/Danish geography and multi-vertical publishing, but with a much broader consumer-media portfolio in addition to any B2B activities.
• Traktorpool: Traktorpool is an online marketplace for new and used agricultural machinery, primarily serving German-speaking Europe. Directly comparable to Maskinbasen in product category (machinery marketplace) but operates in a different geography (DACH vs. Denmark).
• Aller Media: Aller Media is a Nordic media group with significant operations in Denmark, including magazines, digital media, and B2B publishing. Comparable in Danish/Nordic geography and multi-vertical publishing model, but with a more consumer-leaning portfolio than FBG's B2B trade focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fbgmedier
• LinkedInlinkedin.com/company/fbg-medier-a-s

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FBG Medier