Join the 500+ companies now listed in the Directories of METALWORKING FLUID MAGAZINE. Simply subscribe or create a new account and once you confirm your subscription (a confirmation email is sent to verify you are for real and not one of those crook spammers) you will be able to setup your company in minutes.

BASIC Listing - $ Free

BASIC Directory Listings are free. They include your company name, address and identification of categories of products, equipment, or services provided. Submit your company information in the form (you must be logged in) on the DIRECTORY page. Allow 24 hours for approval and publication of your directory information.

SPONSOR LEVEL (Premium) Listing - $290 / year

SPONSOR LEVEL Directory Listings are the single best advertising value available today in the Metalworking Fluid Industry. Sponsor Level Listings the following benefits:


  2. Company name, address and telephone contacts
  3. Email contact
  4. Website link
  5. Identification of categories of products, equipment, or services provided
  6. Written introduction to your products and services (up to 256 characters)

  8. ICON presence on the Directory Page
  9. Three free press releases per year

SPONSOR LEVEL listings receive top of the list positioning when product searches are performed on the Directory page. This is the electronic equivalent to being listed first in the largest yellow pages of the metalworking fluid industry. Lastly, SPONSOR LEVEL Directory Listings are entitled to three Press Releases per year on the home page, free of charge. A single customer referral every five years more than pays the cost of the Sponsor Level Listing.

Please contact us if you need assistance with your Directory Listing.



Possible Publication $Free

Publication is not guaranteed, and is subject to Editor's rewrite, style, humor, and timing.

Guaranteed Publication $30


Guaranteed Publications are published as presented. Limited to 12 per year.

Please contact us with your Press Release.



Advertising Rates, Terms, and Conditions

Banner advertising is offered on a fixed cost schedule. Supported formats include gif, jpeg, JavaScript and HTML. Banners are randomly rotated. Payment is required in full, in advance. Prices are in US Dollars and subject to change.




Rate (USD) - 2 month minimum.

Top Horizontal Banner

728w x 90h

$199/month x2


Right Side Box Ad

120w x 240h

$69/month x2

Please contact us for assistance with your Advertisement Submission.

Personalized Ad Designs - $420

ICA Inc. will design the ad for you for $420.
ICA Inc. will also create the Icon for your Premium Subscription based on your current website.
Contact us to see examples of our ad designs.



Top Position $45/mo.

Other than Top Position $10/mo.

Please contact us for assistance with your Video Publication.



Death Match With Animated Graphics
$1,100 US per event (test)

Complete Challange 5 (five) Performance Matches ($5,200 US)
Matches with Home page promotion
You Select a product opponent (subject to approval)
You Select Gaming Platform (subject to approval)

Selectable Character Representative
Selectable Costume Color Scheme
Selectable Order of Matches
Full Data Publication

Death Match Data Only Publication
$600 per event

Warning -

Opponent must be approved as a fluid designed for comparible applications.
Blind testing is performed by 3rd party labs.
Results are what they are.

Please contact us for Death Match Submissions



Industrial Consumer Advocate, Inc. (d.b.a. METALWORKING FLUID MAGAZINE) accepts credit card payments for advertising through PayPal.
Directory advertising is submitted (you must be logged in) on the Directory page of this publication.
Please contact us for banner ad submissions.


Mail payments for advertising to:

820 S. MacArthur Blvd. Ste. 105-350

Coppell, Texas 75019



Since 1997, METALWORKING FLUID MAGAZINE has been the most comprehensive and most often read magazine (electronic or paper) dedicated exclusively to the metalworking fluid industry anywhere in the world. Hear what visitors to METALWORKING FLUID MAGAZINE have to say about it on our FEEDBACK page.
Main Page

Where news summaries about the industry and about the most recent issue of the magazine are delivered bullet point to Readers and Subscribers. Includes news from the industry and regulatory agencies affecting the industry, and links to the hot spots in the publication and elsewhere.

Death Match

A special page dedicated to the only head-to-head comparison of industrial products in the world, as illustrated by the patented process of the Metalworking Fluid Death Match.


The most accessible forum for the industry in the world. Weekly questions and comments from the metalworking fluid community.


Monthly features ranging from expert advise to Technical Face-offs between manufacturers, suppliers and consultants. Advice on selection, management, distribution, testing, recycling and disposal of metalworking fluids.


The largest on-line directory of metalworking fluid products, equipment, and services, literature, and organizations in the world. Five separate databases, fully searchable, and managed by the manufacturers.


High Target Focus

Now Serving over 17,000* Users per month and growing (*since May, 2014. September, 2014: 17,435 visitors; 581 visits per day avg)

METALWORKING FLUID MAGAZINE is designed to perform as a very highly focused professional resource site. No one arrives at METALWORKING FLUID MAGAZINE by accident. This is evidenced by the high user session to hit rates, and duration of visits. The scope of the subject matter is narrowly focused, and subscribers and visitors are exclusively manufacturing industry professionals. This is evidenced by the substantive issues addressed on the Feedback Page as well as the email addresses of the subscribers. In recent years, the publication has received a growing number of international subscribers, and input and comment from professionals worldwide. The end user subscriber profile includes primarily Manufacturing Engineers, Consultants, Plant Managers, and Maintenance Managers. In addition, METALWORKING FLUID MAGAZINE is the host to subscribers from the majority of all metalworking fluid suppliers and major oil companies.

METALWORKING FLUID MAGAZINE is host to subscribers from the largest manufacturing facilities in the world, including; Boeing, Caterpillar, Rolls Royce, Halliburton, General Motors, John Deere, Ford, Vought Aircraft, Alcoa, General Electric, and hundreds of others. METALWORKINGFLUID MAGAZINE subscribers include dozens of chemical companies, metalworking fluid suppliers, and virtually every major oil company. As of January 1, 2004, METALWORKING FLUID MAGAZINE recorded international subscribers from 56 countries, including:

Argentina Dominican Republic Korea Singapore
Australia England Macedonia Slovak Republic
Austria Finland Malaysia Slovenia
Belgium France Mexico South Africa
Belize Guatemala Micronesia Spain
Brazil Hong Kong Netherlands Sweden
Bulgaria Hungary New Zealand Switzerland
Canada Iceland Norway Taiwan
Chile India Pakistan Thailand
China Indonesia Philippines Tunisia
Colombia Ireland Poland Turkey
Croatia Israel Portugal United States
Czech Republic Italy Romania Vietnam
Denmark Japan Russian Federation Yugoslav
Subscriptions: METALWORKING FLUID MAGAZINE began accepting subscriptions in the spring of 2002. Subscribers to METALWORKING FLUID MAGAZINE are exclusively employed professionals associated with the metalworking industry. METALWORKING FLUID MAGAZINE has over 4,000 active subscribers worldwide, even though subscription is not required for access, and in an era when no one wants to give out their email address. Subscribers are professionals who have supplied METALWORKING FLUID MAGAZINE with their email address, requesting notification of updates to the magazine. Subscribers include managers from all of the largest industrial manufacturers in the United States. In addition to subscribers, METALWORKING FLUID MAGAZINE has several thousand regular non-subscribing readers who visit the site regularly, accounting for the large discrepancy between the number of subscribers and the average number of user sessions on the site.