Contents: mediaView · Preliminary and Active Buying Actions mediaView TM P ro Complete Ad Campaign Analytics ... INDUSTRY SPOTLIGHT: Key Demographic Trends... 42 62% 74% 43% ...

Contents:

Copyright © 2018 Baxter Research Center Inc.

mediaView

Complete AdCampaign AnalyticsPro

TM

April 2018

Independent Ad Performance News:Advertising Exposure

Audience Engagement and Involvement

Preliminary and Active Buying Actions

mediaViewTMProComplete Ad Campaign Analytics

Executive Summary All ads by page number......................................... 2.0 Top ads by exposure, engagement, involvement

Definitions of Scores ................................................. 3.0Editorial Recall scores by page number .............................. 4.0 Platform use/digital devices................................... 4.1 Reading habits ...................................................... 4.2Ad Scores by product or service category:

Exposure, engagement and involvement totals .... 5.0 Audience engagement totals with details .............. 6.0 Involvement totals with buying action details ........ 7.0Demographics Influenceandactiontotals .................................... 8.0 Social media .......................................................... 8.2About mediaView Pro About mediaView Pro ............................................ 9.0 Methodology .......................................................... 9.1 About the survey sponsor...................................... 9.1

About Baxter Research Center ............................. 9.1

Baxter Research Center | www.brc.com

Definitions 3.0 Audience Engagement 6.0 Involvement 7.0Ad Exposure 5.0 Demographics 8.0Editorial 4.0 About 9.0

mediaView Pro Campaign Analytics: LBM Journal – April 2018

Summary 2.0

2.0

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3 5 6 7 11 15 19 20-2

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23 25 27 29 31 33 34 35 37 40 41 44 45 49 53 54 55 56 56a

58 59 63 65 67 68 69 71 73 77 78 79 81 82 87 88 91 92 93 99 104

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Top-performing ads based on audience exposure, engagement and involvement

Recall Seeing Ad Audience Exposure 5.0

AdInfluenceAudience Engagement 6.0

Buying Action Audience Involvement 7.0

TotalRecallSeeing

Simpson Strong-Tie 86%Epicor 82%AZEK Building Products 78%Therma-Tru Doors 77%Huttig Building Products, Inc. 74%Orgill 70%Huttig Building Products, Inc. 70%Feeney 70%Deckorators® 69%Maze Nails Co. 69%

TotalRecallSeeing

TotalAd

Influence

YellaWood 63% 100%U2 fasteners 63% 100%Krauter Auto-Stak 47% 100%Regal Ideas 43% 100%YellaWood 43% 100%IWBC 2018 34% 100%Therma-Tru Doors 77% 98%Feeney 70% 98%Kleer Lumber - Kleer Trimboard 69% 98%Weyerhaeuser 63% 98%

TotalRecallSeeing

One or MoreBuyingActions

Therma-Tru Doors 77% 64%Huber Engineered Woods LLC 61% 64%AZEK Building Products 78% 58%The Cable Connection - Ultra-tec 47% 58%Stinger Systems 58% 55%Versatex® 50% 55%Simpson Strong-Tie 86% 54%MoistureShield 68% 52%Weyerhaeuser 63% 52%Dolle USA 40% 50%

Executive Summary: AdTrafficbyPageNumber

Edition read: Print Both Digital Base = 100


Summary 2.0 Audience Engagement 6.0 Involvement 7.0Ad Exposure 5.0 Demographics 8.0Editorial 4.0 About 9.0


Definitions 3.0

3.0

DefinitionsofScores


Total Ad Recall - Audience Exposure

• Recall Seeing – Respondents who recalled seeing an item; total exposure. Shows the ability of an item to attract reader attention.

• Read Some–Respondentswho,seeinganitem,weresufficientlyengagedtobe drawn into the copy by the headline, layout or content.

• Read Most – Respondents who, after beginning to read an item, were interest-ed enough to read most of it.

TotalAdInfluence - Audience Engagement

TotalAdInfluencescoresarebasedonthepercentageofrespondentswho,afterseeinganad,indicatedhowitinfluencedthem:

• Make Ad-Brand Connection – Those respondents who, after seeing an ad, were able to associate the ad with a company or brand.

• Like the Ad–Respondentswhoreportfindinganadappealing.

• More Favorable Opinion – Respondents who, after seeing an ad, developed a more positive opinion of the advertised product or service.

• Newly Aware – Those respondents who, prior to seeing an ad, were not familiar with the advertised item and are now newly aware of it.

Total Buying Actions - Audience Involvement

One or More Buying Actions, or Audience Involvement, represents the per-centage of respondents who, after reporting they recalled the ad, also indicate howtheadfurtherinfluencedtheirbuyingactions.Theseaudiencememberssaw an ad and indicated that they, or someone in their organization, either has, or is likely to:

• Save the Ad – Respondents who indicate interest in an advertised item by either saving an ad for future reference, or are likely do so in the future.

• Discuss the Advertised Product – Those respondents who report they are likely to discuss, or have discussed, an advertised item with a colleague.

• Visit Ad’s Website – Respondents who report they would likely access, or have already accessed, an advertiser’s website after seeing an ad.

• Contact Salesperson – Respondents who report they would likely contact, or have contacted, a salesperson in response to an advertised product or service.

• Try Product/Service – Those respondents who report they would try, or had already tried, an advertised product or service.

• Consider Purchase – Those respondents who have considered purchasing a product, or are likely to consider purchasing in the future.

• Recommend or Specify – Respondents who have, or are likely to, recommend or specify a product or service.

• Purchase – Respondents who have either actively purchased, or are likely to pur-chase, a product/service after seeing an advertisement.NOTE: Percentage totals may not equal 100, due to rounding.


Summary 2.0 Definitions 3.0 Audience Engagement 6.0 Involvement 7.0Ad Exposure 5.0 Demographics 8.0 About 9.0


Editorial 4.0

4.0

Editorial

Recall Scores by Page Number

6 8 10 14 17 18 22 24 26 28 30 32 36 38 42 46 50 60 74 84 94 108

112

10%

20%

30%

40%

50%

60%

70%

Edition read: Print Both Digital

Editorial reader recall scores are based on each editorial item’s “Recall Seeing” score. The score for each item studied is ex-pressed as a percentage and presented by page number in the chartabove.Thefirsteditorialitemlistedisfoundonpage6.

Definitions:Recall Seeing is a percentage of the base number.

Read Some is a percentage of the “Recall Seeing” score.

Read Most is a percentage of the “Read Some” score.

Percentage totals may not equal 100, due to rounding.

Please see Definitions of Scores (3.0), and Methodology (9.1), for complete information.

EDITOR’S NOTE: Play Your Game 6 62% 74% 50%COMMENTARY: NADRA Update 8 48% 73% 29%THE BUZZ / Updates 10 74% 77% 51%THE BUZZ / Events 14 64% 70% 44%TOUGH CALL ANSWERS: Answers to our February Tough... 17 70% 86% 55%THE BUZZ / By The Yard 18 66% 80% 49%FIVE QUESTIONS WITH: Mike Sims, LP Building Products 22 64% 70% 36%BILL LEE: Where Does the Buck Stop in Your Organization? 24 80% 81% 57%BOB HEIDENREICH: Have Contracts in Place When... 26 57% 56% 31%RIKKA BRANDON: Five Steps to Hire Better 28 78% 76% 53%ISAAC OSWALT: Five Tips for Social Media Success 30 64% 64% 44%JOHN WAGNER: Are You Discounting Too Much at the Top? 32 68% 76% 42%SELLING TO REMODELERS: Q&A: Christopher McNally 36 64% 64% 39%FEATURE: Are Your KPIs Really Managing Performance? 38 54% 65% 46%INDUSTRY SPOTLIGHT: Key Demographic Trends... 42 62% 74% 43%DECKED OUT: Sequoia Out Back Grows Through Outdoor... 46 61% 67% 39%REAL ISSUES. REAL ANSWERS: Margins vs. Market Share 50 72% 85% 51%IN DEPTH: Decks 60 76% 64% 39%IN DEPTH EXTRA: Deck Fasteners 74 73% 62% 40%IN DEPTH EXTRA: Deck Railings & Accessories 84 73% 62% 38%PRODUCT PICKS: Special Decking Edition 94 72% 71% 43%NLBMDA: White House infrastructure proposal faces... 108 59% 64% 37%TOUGH CALL: Something’s gotta give 112 71% 72% 51%

Base = 200

PageNumber

RecallSeeing

ReadSome

ReadMost




Editorial 4.0

4.1

Editorial: Platform Use/Digital Devices

Readers comment on the magazine_Best journal for our industry.

— CFO

LBM in a nut shell keeps its audience informed of the “what’s going on” from the economy and housing, to new products and trends, to acquisi-tions and mergers. What more do you need?

— Location Manager

Easy way to keep up - informative. I feel like they do the hard work for me, and rely on LBM to keep me in touch.

— Owner

Digital devices used by respondents

Desktop computer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80%E-reader. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7%Laptop computer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63%Smart phone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86%Tablet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37%None of the above . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2%No response . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0%

Base = 200

Ninety-eight percent (98%) of LBM Journal respondents report having access to one or more of the digital devices listed below.

15% Digital

15% Print & Digital70% Print

Print & Digital Edition Magazine Readership

Print . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70%Digital. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15%Print and digital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15%No response . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0%

Base = 200

A combined 85% of LBM Journal respondents read the print edition: 70% read print only, and 15% read both print and dig-ital editions. A combined 30% of respondents read the digital edition: 15% read the digital version only, and 15% read both print and digital formats.

How digital readers read this issue

Desktop computer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67%E-reader. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0%Laptop computer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37%Smart phone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23%Tablet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23%Other . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3%No response . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0%

Base = 60

Respondents who read the digital edition indicate using one or more of the following devices:




Editorial 4.0

4.2

Editorial: Reading Habits

LBM Journal . . . . . . . . . . . . . . . . . 100%

ProSales . . . . . . . . . . . . . . . . . . . . . 70%

Home Channel News . . . . . . . . . . . 34%

The Merchant/BPD . . . . . . . . . . . . . 17%

No response . . . . . . . . . . . . . . . . . . . 0%

Base = 200

Industry magazines received

How, when, how long and how often respondents read LBM Journal

Base = 200

Note:ThesedatadefineknownreadersofLBM Journal. No attempt was made to use subscriber lists from the other publications listed above.

4 of 4 most recent issues . . . . . . . . . 54%



1 of 4 most recent issues . . . . . . . . . . 7%

No response . . . . . . . . . . . . . . . . . . . . 0%

Frequency

Same day the issue is received . . . . 16%

Within three days . . . . . . . . . . . . . . . 55%

Within a week . . . . . . . . . . . . . . . . . . 21%

One week or later . . . . . . . . . . . . . . . . 8%

No response . . . . . . . . . . . . . . . . . . . . 0%

When read

4 or more times. . . . . . . . . . . . . . . . . 17%

3 times . . . . . . . . . . . . . . . . . . . . . . . 31%

2 times . . . . . . . . . . . . . . . . . . . . . . . 38%

1 time . . . . . . . . . . . . . . . . . . . . . . . . 14%

No response . . . . . . . . . . . . . . . . . . . . 0%

How often each issue is read

45 minutes or more. . . . . . . . . . . . . . 18%

30 - 44 minutes. . . . . . . . . . . . . . . . . 34%

15 - 29 minutes. . . . . . . . . . . . . . . . . 41%

Less than 15 minutes . . . . . . . . . . . . . 7%

No response . . . . . . . . . . . . . . . . . . . . 0%

Time spent reading

Personal favorite. . . . . . . . . . . . . . . . 12%

Very important . . . . . . . . . . . . . . . . . 28%

Important . . . . . . . . . . . . . . . . . . . . . 43%

Somewhat important. . . . . . . . . . . . . 16%

Not important . . . . . . . . . . . . . . . . . . . 1%

No response . . . . . . . . . . . . . . . . . . . . 0%

Respondents rate LBM Journal Pass-along readership

OtherPeople

61.Respondents report that they pass

along their issues of LBM Journal

to a mean number of 1.6 other

professionals.

Base = 200

Base = 200

Base = 200

Base = 200

Base = 200

_[I read LBM] to keep up with the ever-changing industry standards & new products.

— Store Manager

Has topics about our industry that few publica-tions do.

— President


Summary 2.0 Definitions 3.0 Audience Engagement 6.0 Involvement 7.0 Demographics 8.0Editorial 4.0 About 9.0


Ad Exposure 5.0

5.0

Ad Scores: Exposure, Engagement and Involvement Totals by Product Category

Associations IWBC 2018 44 .50-4C 34% 44% 27% 100% 29% Buying groups/co-ops Orgill 59 1.0-4C 70% 51% 36% 93% 30%Do it Best Corp. 3 1.0-4C 65% 46% 47% 94% 34%True Value Company 7 1.0-4C 58% 47% 41% 95% 29%Category averages: 64% 48% 41% 94% 31% Computers, software & Internet services Epicor Cvr Curl 4C 82% 57% 49% 89% 36%Epicor 56a 1.0-4C 61% 49% 27% 95% 35%MiTek 15 1.0-4C 59% 34% 40% 92% 24%Seljax 79 1.0-4C 39% 28% 45% 96% 48%Category averages: 60% 42% 40% 93% 36% Decking, railings, lighting & accessories AZEK Building Products 5 1.0-4C 78% 49% 37% 91% 58%Huttig Building Products, Inc. Cvr 3 1.0-4C 74% 38% 36% 93% 36%Huttig Building Products, Inc. 104 1.0-4C 70% 47% 30% 92% 29%Feeney 27 1.0-4C 70% 33% 43% 98% 41%Deckorators® 31 1.0-4C 69% 51% 37% 93% 49%Kleer Lumber - Kleer Trimboard Cvr 4 1.0-4C 69% 38% 31% 98% 36%DeckWise® 77 1.0-4C 68% 46% 39% 93% 40%MoistureShield 19 1.0-4C 68% 46% 23% 93% 52%Huttig Building Products, Inc. 45 1.0-4C 67% 33% 55% 96% 40%Royal Building Products 63 1.0-4C 55% 56% 23% 94% 42%Walpole Outdoors 6 .33-4C 51% 33% 24% 97% 38%

Exposure Engagement Involvement Size Total Read Read Total One or More Page & Color Recall Seeing Some Most AdInfluence BuyingActions

Base = 100

Definitions:Recall Seeing score is a percentage of the base number.

Read Some is a percentage of the “Recall Seeing” score.

Read Most is the percentage of the “Read Some” score.

TotalAdInfluenceis a percentage of the “Recall Seeing” score.

One or More Buying Actions is a per-centage of the “Recall Seeing” score.


Please see Definitions of Scores (3.0), and

Methodology (9.1), for complete information. (continued)




Ad Exposure 5.0

5.1

Ad Scores: Exposure, Engagement and Involvement Totals by Product Category continued

Decking, railings, lighting & accessories continued

The Cable Connection - Ultra-tec 54 .66-4C 47% 43% 30% 92% 58%Regal Ideas 99 1.0-4C 43% 35% 7% 100% 41%AGS Stainless 92 .33-4C 41% 32% 15% 96% 22%Dolle USA 88 .50-4C 40% 38% 33% 96% 50%Category averages: 61% 41% 31% 95% 42% Door products Therma-Tru Doors Cvr 2-1 2.0-4C 77% 61% 26% 98% 64%Huttig Building Products, Inc. Cvr 3 1.0-4C 74% 38% 36% 93% 36%Huttig Building Products, Inc. 104 1.0-4C 70% 47% 30% 92% 29%Huttig Building Products, Inc. 45 1.0-4C 67% 33% 55% 96% 40%ProVia® 55 1.0-4C 61% 46% 39% 95% 43%Category averages: 70% 45% 37% 95% 42% Engineered lumber products Weyerhaeuser 37 1.0-4C 63% 51% 44% 98% 52%Huber Engineered Woods LLC 20-21 2.0-4C 61% 54% 33% 94% 64% AdvanTech FlooringCategory averages: 62% 53% 39% 96% 58% Fasteners & fastening systems Simpson Strong-Tie 11 1.0-4C 86% 45% 28% 96% 54%Maze Nails Co. 93 1.0-4C 69% 41% 18% 96% 40%Grip-Rite/PrimeSource 25 1.0-4C 69% 39% 26% 91% 41%U2 fasteners 87 1.0-4C 63% 41% 23% 100% 44%MiTek 15 1.0-4C 59% 34% 40% 92% 24%


Base = 100(continued)




Ad Exposure 5.0

5.2


Fasteners & fastening systems continued

Stinger Systems 65 1.0-4C 58% 40% 48% 98% 55%Grabber Construction Products, Inc. 56 .33-4C 54% 56% 23% 93% 41%Screw Products, Inc. 82 .50-4C 52% 35% 11% 88% 47%Category averages: 64% 41% 27% 94% 43% Insulation, housewrap & ventilation Tamlyn 33 1.0-4C 67% 36% 21% 93% 36% Insurance & financial services PLM / Pennsylvania Lumbermens 41 1.0-4C 58% 26% 27% 93% 17% Mutual Insurance CompanyPLM 40 1.0-4C 47% 43% 30% 96% 21%Category averages: 53% 35% 29% 95% 19% Material handling Krauter Auto-Stak 78 .50-4C 47% 36% 35% 100% 40%ULINE 58 .25-4C 45% 36% 38% 96% 40%Category averages: 46% 36% 37% 98% 40% Moulding, millwork & trimboards AZEK Building Products 5 1.0-4C 78% 49% 37% 91% 58%Kleer Lumber - Kleer Trimboard Cvr 4 1.0-4C 69% 38% 31% 98% 36%Ply Gem® 35 1.0-4C 64% 42% 30% 95% 49%Ply Gem® 34 1.0-4C 61% 54% 39% 86% 49%Royal Building Products 63 1.0-4C 55% 56% 23% 94% 42%Palram Americas 29 1.0-4C 54% 44% 33% 97% 45%Versatex® 91 1.0-4C 50% 40% 30% 90% 55%Category averages: 62% 46% 32% 93% 48%






Ad Exposure 5.0

5.3




Pressure treated wood Lonza 23 1.0-4C 63% 54% 47% 95% 43%YellaWood 71 1.0-4C 63% 48% 37% 100% 38%Koppers 67 1.0-4C 59% 47% 36% 97% 45%YellaWood 73 1.0-4C 43% 30% 54% 100% 44%Category averages: 57% 45% 44% 98% 43% Roofing products Manning Building Products - Perma-Boot 68 .50-4C 60% 50% 43% 92% 35%Midwest Enterprises - E-Z Gutter Guard 53 1.0-4C 56% 39% 45% 95% 41%Category averages: 58% 45% 44% 94% 38% Siding products BlueLinx 49 1.0-4C 68% 56% 34% 95% 43%Ply Gem® 35 1.0-4C 64% 42% 30% 95% 49%Ply Gem® 34 1.0-4C 61% 54% 39% 86% 49%BlueLinx 69 1.0-4C 58% 57% 52% 86% 40%Royal Building Products 63 1.0-4C 55% 56% 23% 94% 42%Category averages: 61% 53% 36% 91% 45% Stairs & stair parts Dolle USA 88 .50-4C 40% 38% 33% 96% 50% Treated Wood ProWood Lumber 81 1.0-4C 50% 38% 32% 96% 29%




Ad Exposure 5.0

5.4



Base = 100

Wholesale distributors Huttig Building Products, Inc. Cvr 3 1.0-4C 74% 38% 36% 93% 36%Huttig Building Products, Inc. 104 1.0-4C 70% 47% 30% 92% 29%Huttig Building Products, Inc. 45 1.0-4C 67% 33% 55% 96% 40%Category averages: 70% 39% 40% 94% 35% Window products Ply Gem® 35 1.0-4C 64% 42% 30% 95% 49%Ply Gem® 34 1.0-4C 61% 54% 39% 86% 49%ProVia® 55 1.0-4C 61% 46% 39% 95% 43%Category averages: 62% 47% 36% 92% 47%


Summary 2.0 Definitions 3.0 Involvement 7.0Ad Exposure 5.0 Demographics 8.0Editorial 4.0 About 9.0


Audience Engagement 6.0

6.0

Ad Scores:AudienceEngagementTotalswithInfluenceDetailsbyProductCategory

Associations IWBC 2018 44 .50-4C 34% 100% 36% 64% 43% 36% Buying groups/co-ops True Value Company 7 1.0-4C 58% 95% 68% 71% 32% 74%Do it Best Corp. 3 1.0-4C 65% 94% 47% 74% 45% 62%Orgill 59 1.0-4C 70% 93% 48% 67% 50% 63%Category averages: 64% 94% 54% 71% 42% 66% Computers, software & Internet services Seljax 79 1.0-4C 39% 96% 35% 74% 70% 39%Epicor 56a 1.0-4C 61% 95% 40% 63% 40% 55%MiTek 15 1.0-4C 59% 92% 46% 73% 32% 46%Epicor Cvr Curl 4C 82% 89% 48% 74% 46% 67%Category averages: 60% 93% 42% 71% 47% 52% Decking, railings, lighting & accessories Regal Ideas 99 1.0-4C 43% 100% 24% 83% 45% 34%Feeney 27 1.0-4C 70% 98% 59% 89% 52% 63%Kleer Lumber - Kleer Trimboard Cvr 4 1.0-4C 69% 98% 56% 78% 52% 70%Walpole Outdoors 6 .33-4C 51% 97% 30% 68% 49% 32%Huttig Building Products, Inc. 45 1.0-4C 67% 96% 51% 73% 47% 58%AGS Stainless 92 .33-4C 41% 96% 41% 63% 33% 30%Dolle USA 88 .50-4C 40% 96% 42% 73% 65% 35%Royal Building Products 63 1.0-4C 55% 94% 27% 79% 52% 45%Huttig Building Products, Inc. Cvr 3 1.0-4C 74% 93% 58% 84% 47% 76%Deckorators® 31 1.0-4C 69% 93% 42% 71% 49% 53%DeckWise® 77 1.0-4C 68% 93% 35% 81% 53% 42%

Exposure Engagement Make More Size Recall Total Ad Ad-Brand Like Favorable Newly Page & Color Seeing Influence Connection the Ad Opinion Aware

Definitions:Total Ad Influence (Audience Engage-ment) represents the percentage of respon-dents who, after seeing an ad, reported they did one or more of the four listed items.

All Ad Influence scores are a percentage of the “Recall Seeing” score.


Please see Definitions of Scores (3.0), and

Methodology (9.1), for complete information.Base = 100

(continued)



mediaView Pro Campaign Analytics: LBM Journal – April 2018 6.1

Decking, railings, lighting & accessories continued

MoistureShield 19 1.0-4C 68% 93% 52% 83% 63% 63%Huttig Building Products, Inc. 104 1.0-4C 70% 92% 55% 82% 47% 78%The Cable Connection - Ultra-tec 54 .66-4C 47% 92% 31% 81% 50% 35%AZEK Building Products 5 1.0-4C 78% 91% 81% 77% 38% 87%Category averages: 61% 95% 46% 78% 49% 53% Door products Therma-Tru Doors Cvr 2-1 2.0-4C 77% 98% 77% 91% 52% 88%Huttig Building Products, Inc. 45 1.0-4C 67% 96% 51% 73% 47% 58%ProVia® 55 1.0-4C 61% 95% 52% 81% 50% 43%Huttig Building Products, Inc. Cvr 3 1.0-4C 74% 93% 58% 84% 47% 76%Huttig Building Products, Inc. 104 1.0-4C 70% 92% 55% 82% 47% 78%Category averages: 70% 95% 59% 82% 49% 69% Engineered lumber products Weyerhaeuser 37 1.0-4C 63% 98% 73% 89% 61% 80%Huber Engineered Woods LLC 20-21 2.0-4C 61% 94% 67% 78% 58% 81% AdvanTech FlooringCategory averages: 62% 96% 70% 84% 60% 81% Fasteners & fastening systems U2 fasteners 87 1.0-4C 63% 100% 20% 85% 51% 34%Stinger Systems 65 1.0-4C 58% 98% 53% 85% 55% 63%Simpson Strong-Tie 11 1.0-4C 86% 96% 70% 82% 58% 72%Maze Nails Co. 93 1.0-4C 69% 96% 62% 78% 53% 67%Grabber Construction Products, Inc. 56 .33-4C 54% 93% 52% 69% 59% 55%



Ad Scores:AudienceEngagementTotalswithInfluenceDetailsbyProductCategorycontinued






6.2

Fasteners & fastening systems continued

MiTek 15 1.0-4C 59% 92% 46% 73% 32% 46%Grip-Rite/PrimeSource 25 1.0-4C 69% 91% 65% 76% 57% 76%Screw Products, Inc. 82 .50-4C 52% 88% 29% 59% 44% 41%Category averages: 64% 94% 50% 76% 51% 57% Insulation, housewrap & ventilation Tamlyn 33 1.0-4C 67% 93% 33% 67% 40% 48% Insurance & financial services PLM 40 1.0-4C 47% 96% 42% 63% 42% 54%PLM / Pennsylvania Lumbermens 41 1.0-4C 58% 93% 57% 73% 40% 77% Mutual Insurance CompanyCategory averages: 53% 95% 50% 68% 41% 66% Material handling Krauter Auto-Stak 78 .50-4C 47% 100% 57% 77% 43% 57%ULINE 58 .25-4C 45% 96% 64% 64% 36% 76%Category averages: 46% 98% 61% 71% 40% 67% Moulding, millwork & trimboards Kleer Lumber - Kleer Trimboard Cvr 4 1.0-4C 69% 98% 56% 78% 52% 70%Palram Americas 29 1.0-4C 54% 97% 33% 82% 52% 45%Ply Gem® 35 1.0-4C 64% 95% 51% 79% 58% 63%Royal Building Products 63 1.0-4C 55% 94% 27% 79% 52% 45%AZEK Building Products 5 1.0-4C 78% 91% 81% 77% 38% 87%Versatex® 91 1.0-4C 50% 90% 52% 71% 61% 61%Ply Gem® 34 1.0-4C 61% 86% 56% 70% 53% 70%Category averages: 62% 93% 51% 77% 52% 63%








6.3

Pressure treated wood YellaWood 71 1.0-4C 63% 100% 62% 83% 55% 67%YellaWood 73 1.0-4C 43% 100% 67% 89% 59% 70%Koppers 67 1.0-4C 59% 97% 45% 88% 67% 48%Lonza 23 1.0-4C 63% 95% 45% 83% 55% 57%Category averages: 57% 98% 55% 86% 59% 61% Roofing products Midwest Enterprises 53 1.0-4C 56% 95% 49% 81% 57% 54% E-Z Gutter Guard Manning Building Products 68 .50-4C 60% 92% 43% 65% 57% 51% Perma-BootCategory averages: 58% 94% 46% 73% 57% 53% Siding products BlueLinx 49 1.0-4C 68% 95% 55% 75% 45% 50%Ply Gem® 35 1.0-4C 64% 95% 51% 79% 58% 63%Royal Building Products 63 1.0-4C 55% 94% 27% 79% 52% 45%Ply Gem® 34 1.0-4C 61% 86% 56% 70% 53% 70%BlueLinx 69 1.0-4C 58% 86% 63% 71% 46% 77%Category averages: 61% 91% 50% 75% 51% 61% Stairs & stair parts Dolle USA 88 .50-4C 40% 96% 42% 73% 65% 35% Treated Wood ProWood Lumber 81 1.0-4C 50% 96% 39% 50% 29% 32%








6.4

Wholesale distributors Huttig Building Products, Inc. 45 1.0-4C 67% 96% 51% 73% 47% 58%Huttig Building Products, Inc. Cvr 3 1.0-4C 74% 93% 58% 84% 47% 76%Huttig Building Products, Inc. 104 1.0-4C 70% 92% 55% 82% 47% 78%Category averages: 70% 94% 55% 80% 47% 71% Window products Ply Gem® 35 1.0-4C 64% 95% 51% 79% 58% 63%ProVia® 55 1.0-4C 61% 95% 52% 81% 50% 43%Ply Gem® 34 1.0-4C 61% 86% 56% 70% 53% 70%Category averages: 62% 92% 53% 77% 54% 59%



Base = 100


Summary 2.0 Definitions 3.0 Audience Engagement 6.0Ad Exposure 5.0 Demographics 8.0Editorial 4.0 About 9.0


Involvement 7.0

7.0

Ad Scores: Involvement Totals with Buying Action Details by Product Category

Associations IWBC 2018 44 .50-4C 34% 29% 0% 7% 14% 0% 14% 7% 0% 0% Buying groups/co-ops Do it Best Corp. 3 1.0-4C 65% 34% 4% 6% 11% 2% 0% 11% 4% 6%Orgill 59 1.0-4C 70% 30% 0% 4% 15% 2% 2% 4% 0% 7%True Value Company 7 1.0-4C 58% 29% 5% 13% 3% 0% 3% 3% 0% 3%Category averages: 64% 31% 3% 8% 10% 1% 2% 6% 1% 5% Computers, software & Internet services Seljax 79 1.0-4C 39% 48% 0% 17% 22% 0% 4% 9% 0% 0%Epicor Cvr Curl 4C 82% 36% 3% 10% 11% 2% 2% 10% 7% 3%Epicor 56a 1.0-4C 61% 35% 5% 10% 13% 0% 3% 5% 0% 5%MiTek 15 1.0-4C 59% 24% 8% 8% 8% 3% 3% 3% 0% 0%Category averages: 60% 36% 4% 11% 14% 1% 3% 7% 2% 2%

Exposure Involvement Discuss the Visit Try Recommend Size Recall One or More Save Advertised Ad’s Contact Product/ Consider or Page & Color Seeing Buying Actions the Ad Product Website Salesperson Service Purchase Specify Purchase

Definitions:One or More Buying Actions (Audience Involvement) represents the percentage of respondents who, after seeing an ad, indicated they have done, or are likely to do, one or more of the eight listed items.

All Buying Action scores are a percentage of the “Recall Seeing” score.


Please see Definitions of Scores (3.0), and Methodology (9.1), for

complete information.Base = 100

(continued)




Involvement 7.0

7.1

Ad Scores: Involvement Totals with Buying Action Details by Product Category continued

Decking, railings, lighting & accessories AZEK Building Products 5 1.0-4C 78% 58% 2% 13% 2% 2% 4% 6% 26% 19%The Cable Connection - Ultra-tec 54 .66-4C 47% 58% 8% 12% 8% 4% 12% 0% 12% 8%MoistureShield 19 1.0-4C 68% 52% 7% 15% 15% 0% 4% 17% 7% 4%Dolle USA 88 .50-4C 40% 50% 4% 19% 19% 4% 8% 8% 0% 0%Deckorators® 31 1.0-4C 69% 49% 4% 9% 18% 2% 4% 11% 2% 7%Royal Building Products 63 1.0-4C 55% 42% 15% 6% 6% 3% 3% 6% 9% 0%Feeney 27 1.0-4C 70% 41% 7% 13% 15% 2% 2% 11% 2% 7%Regal Ideas 99 1.0-4C 43% 41% 0% 17% 21% 0% 0% 7% 0% 3%DeckWise® 77 1.0-4C 68% 40% 5% 12% 9% 5% 2% 12% 2% 5%Huttig Building Products, Inc. 45 1.0-4C 67% 40% 7% 9% 16% 0% 9% 13% 4% 2%Walpole Outdoors 6 .33-4C 51% 38% 3% 8% 14% 0% 5% 11% 3% 3%Huttig Building Products, Inc. Cvr 3 1.0-4C 74% 36% 4% 9% 11% 5% 4% 9% 2% 5%Kleer Lumber - Kleer Trimboard Cvr 4 1.0-4C 69% 36% 4% 8% 10% 0% 4% 6% 10% 0%Huttig Building Products, Inc. 104 1.0-4C 70% 29% 2% 10% 6% 0% 4% 2% 4% 6%AGS Stainless 92 .33-4C 41% 22% 0% 7% 7% 0% 0% 7% 4% 0%Category averages: 61% 42% 5% 11% 12% 2% 4% 8% 6% 5% Door products Therma-Tru Doors Cvr 2-1 2.0-4C 77% 64% 7% 14% 13% 2% 9% 14% 13% 20%ProVia® 55 1.0-4C 61% 43% 7% 10% 14% 0% 5% 10% 2% 0%Huttig Building Products, Inc. 45 1.0-4C 67% 40% 7% 9% 16% 0% 9% 13% 4% 2%Huttig Building Products, Inc. Cvr 3 1.0-4C 74% 36% 4% 9% 11% 5% 4% 9% 2% 5%Huttig Building Products, Inc. 104 1.0-4C 70% 29% 2% 10% 6% 0% 4% 2% 4% 6%Category averages: 70% 42% 5% 10% 12% 1% 6% 10% 5% 7%






Involvement 7.0

7.2


Engineered lumber products Huber Engineered Woods LLC 20-21 2.0-4C 61% 64% 14% 17% 3% 0% 3% 3% 17% 25% AdvanTech FlooringWeyerhaeuser 37 1.0-4C 63% 52% 5% 11% 11% 0% 9% 20% 7% 9%Category averages: 62% 58% 10% 14% 7% 0% 6% 12% 12% 17% Fasteners & fastening systems Stinger Systems 65 1.0-4C 58% 55% 5% 20% 18% 3% 3% 18% 5% 8%Simpson Strong-Tie 11 1.0-4C 86% 54% 7% 12% 12% 0% 7% 7% 9% 16%Screw Products, Inc. 82 .50-4C 52% 47% 3% 15% 18% 3% 9% 12% 0% 0%U2 fasteners 87 1.0-4C 63% 44% 7% 10% 15% 2% 2% 7% 2% 0%Grip-Rite/PrimeSource 25 1.0-4C 69% 41% 2% 4% 4% 2% 7% 4% 7% 17%Grabber Construction Products, Inc. 56 .33-4C 54% 41% 3% 10% 3% 0% 0% 17% 7% 0%Maze Nails Co. 93 1.0-4C 69% 40% 0% 4% 7% 2% 2% 7% 9% 16%MiTek 15 1.0-4C 59% 24% 8% 8% 8% 3% 3% 3% 0% 0%Category averages: 64% 43% 4% 10% 11% 2% 4% 9% 5% 7% Insulation, housewrap & ventilation Tamlyn 33 1.0-4C 67% 36% 7% 12% 10% 0% 0% 7% 5% 2% Insurance & financial services PLM 40 1.0-4C 47% 21% 4% 8% 0% 0% 4% 0% 8% 0%PLM / Pennsylvania Lumbermens 41 1.0-4C 58% 17% 3% 0% 0% 0% 3% 3% 7% 3% Mutual Insurance CompanyCategory averages: 53% 19% 4% 4% 0% 0% 4% 2% 8% 2%






Involvement 7.0

7.3


Material handling Krauter Auto-Stak 78 .50-4C 47% 40% 0% 7% 10% 13% 0% 7% 7% 7%ULINE 58 .25-4C 45% 40% 4% 8% 12% 0% 8% 16% 4% 0%Category averages: 46% 40% 2% 8% 11% 7% 4% 12% 6% 4% Moulding, millwork & trimboards AZEK Building Products 5 1.0-4C 78% 58% 2% 13% 2% 2% 4% 6% 26% 19%Versatex® 91 1.0-4C 50% 55% 6% 10% 13% 3% 0% 13% 19% 0%Ply Gem® 35 1.0-4C 64% 49% 7% 12% 14% 0% 9% 14% 7% 5%Ply Gem® 34 1.0-4C 61% 49% 5% 12% 12% 0% 5% 19% 7% 5%Palram Americas 29 1.0-4C 54% 45% 3% 9% 12% 0% 6% 9% 6% 9%Royal Building Products 63 1.0-4C 55% 42% 15% 6% 6% 3% 3% 6% 9% 0%Kleer Lumber - Kleer Trimboard Cvr 4 1.0-4C 69% 36% 4% 8% 10% 0% 4% 6% 10% 0%Category averages: 62% 48% 6% 10% 10% 1% 4% 10% 12% 5% Pressure treated wood Koppers 67 1.0-4C 59% 45% 18% 6% 6% 0% 3% 9% 12% 0%YellaWood 73 1.0-4C 43% 44% 7% 15% 7% 0% 4% 7% 7% 4%Lonza 23 1.0-4C 63% 43% 5% 7% 24% 2% 2% 14% 5% 0%YellaWood 71 1.0-4C 63% 38% 2% 7% 10% 0% 0% 14% 2% 7%Category averages: 57% 43% 8% 9% 12% 1% 2% 11% 7% 3% Roofing products Midwest Enterprises 53 1.0-4C 56% 41% 3% 14% 11% 3% 8% 11% 8% 0% E-Z Gutter GuardManning Building Products 68 .50-4C 60% 35% 3% 5% 14% 3% 5% 11% 3% 5% Perma-BootCategory averages: 58% 38% 3% 10% 13% 3% 7% 11% 6% 3%





mediaView Pro Campaign Analytics: LBM Journal – April 2018 7.4


Siding products Ply Gem® 35 1.0-4C 64% 49% 7% 12% 14% 0% 9% 14% 7% 5%Ply Gem® 34 1.0-4C 61% 49% 5% 12% 12% 0% 5% 19% 7% 5%BlueLinx 49 1.0-4C 68% 43% 5% 8% 8% 5% 0% 10% 5% 5%Royal Building Products 63 1.0-4C 55% 42% 15% 6% 6% 3% 3% 6% 9% 0%BlueLinx 69 1.0-4C 58% 40% 6% 9% 9% 9% 0% 9% 6% 3%Category averages: 61% 45% 8% 9% 10% 3% 3% 12% 7% 4% Stairs & stair parts Dolle USA 88 .50-4C 40% 50% 4% 19% 19% 4% 8% 8% 0% 0% Treated Wood ProWood Lumber 81 1.0-4C 50% 29% 0% 4% 14% 4% 0% 0% 7% 0% Wholesale distributors Huttig Building Products, Inc. 45 1.0-4C 67% 40% 7% 9% 16% 0% 9% 13% 4% 2%Huttig Building Products, Inc. Cvr 3 1.0-4C 74% 36% 4% 9% 11% 5% 4% 9% 2% 5%Huttig Building Products, Inc. 104 1.0-4C 70% 29% 2% 10% 6% 0% 4% 2% 4% 6%Category averages: 70% 35% 4% 9% 11% 2% 6% 8% 3% 4% Window products Ply Gem® 35 1.0-4C 64% 49% 7% 12% 14% 0% 9% 14% 7% 5%Ply Gem® 34 1.0-4C 61% 49% 5% 12% 12% 0% 5% 19% 7% 5%ProVia® 55 1.0-4C 61% 43% 7% 10% 14% 0% 5% 10% 2% 0%Category averages: 62% 47% 6% 11% 13% 0% 6% 14% 5% 3%


Base = 100

Involvement 7.0


Summary 2.0 Definitions 3.0 Audience Engagement 6.0 Involvement 7.0Ad Exposure 5.0Editorial 4.0 About 9.0


Demographics 8.0

8.0

Demographics: InfluenceandActionTotals

19%

33%

23%

28%

Associated ads with respective brands

Liked one or more ads

Have improved opinion

Became newly aware of a product/service

Save the ad

Discuss the advertised product or service with colleagues

Visit advertiser’s website

Contact product salesperson

Try or sample advertised product or service

Consider purchase

Recommend or specify

Purchase

Base = 200

Base = 200

20%

26%

25%

8%

Preliminary BuyingBehavior

49%

Active BuyingBehavior

55%

Sixty-five percent (65%) of respondents indicated that after seeing an ad in LBM Journal they, or someone in their organiza-tion, have taken, or are likely to take, one or more of the following purchasing actions:

Total BuyingBehavior

65%

87%

96%

80%

78%

After seeing an ad in LBM Journal, 100% of respon-dents reported one or more of the following:

Total ad influence for all studied ads Ad scores by sizeNumberof Ads

ReadMost

ReadSome

RecallSeeing

Cover curl 1 82% 57% 49%Two pages 2 69% 58% 30%One page 39 62% 43% 35%Two-thirds page 1 47% 43% 30%One-half page 5 47% 41% 30%One-third page 3 49% 40% 21%One-fourth page 1 45% 36% 38%Issue averages: 60% 43% 34%

Base = 100

Primary business activity

Building Material Dealer/Lumberyard . . . . . 62%Specialty Dealer/Distributor . . . . . . . . . . . . 16%Wholesaler/Buying Group/Co-op . . . . . . . . 11%Other. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11%No response . . . . . . . . . . . . . . . . . . . . . . . . . 0%

Base = 200




Demographics 8.0

8.1

Demographics continued

Purchasing involvementEighty-eight percent (88%) of respondents report involvement in buying, recommending, specifying or approving one or more of the following products for their company:

Fasteners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47%

Siding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45%

Doors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44%

Dimensional lumber . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42%

Mouldings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42%

Treated lumber . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42%

Housewrap . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40%

Composite/vinyl decking. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39%

Windows. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39%

Engineered lumber . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37%

Sheathing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37%

Hand tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35%

Insulation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34%

Sealants & adhesives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34%

Fencing/railing products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33%

Roof windows/skylights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33%

Locksets/hardware . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31%

Power tools (electric & pneumatic) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31%

Roofing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30%

Decorative millwork . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28%

Concrete/masonry products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27%

Drywall . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27%

Ceiling products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22%

Flooring. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22%

Paints & stains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21%

Closet shelving . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17%

Cabinetry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14%

Electrical products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14%

Plumbing(faucets,fixtures,fittings) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14%

Solid surface materials/laminates. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13%

Overhead/garage doors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11%

Fireplaces. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5%

All of the above. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16%

None of the above . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12%

No response . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .0%Base = 200




Demographics 8.0

40%

38%

33%

32%

36%

36%

Professional use of social media

To network with others in the industry

To get industry news

To keep up with trends

To learn about industry products

Base = 200No response = 0%None of the above

Digital devices owned or used by respondents

Desktop computer

Smart phone

Laptop computer

Ninety-eight percent (98%) of LBM Journal respondents report having access to one or more of these digital devices. Tablet

Sixty-four percent (64%) of LBM Journal respondents report one or more of these reasons for using social media.

Demographics: Social Media

8.2

E-reader

40%

37%

7%

6%

5%

43%

Social media platforms used for work

LinkedIn

Facebook

Twitter

Instagram

Fifty-seven percent (57%) of LBM Journal respondents report using one or more of these social media platforms for work.

Base = 200No response = 0%

None of the above

Pinterest

86%

80%

63%

37%

7%

2%

Contact your LBM Journal sales representative now to reserve your space in the next ad study issue.

LBM Journal reserves the right to change this research schedule without notice.

Februaryclosing

Dec. 22, 2018

Julyclosing

May 21, 2018

Aprilclosing

Feb. 26, 2018

Octoberclosing

Aug. 27, 2018

2018 Ad Study ScheduleReserve your space now!

Base = 200No response = 0%None of the above


Summary 2.0 Definitions 3.0 Audience Engagement 6.0 Involvement 7.0Ad Exposure 5.0 Demographics 8.0Editorial 4.0


About 9.0

9.0

About mediaView Pro


about

What are some of the concepts behind mediaView Pro Ad Campaign Analytics?

• Ad campaigns setting primary and intermediate objectives are more accountable and more effective.1

• Onlyprimarybusinessobjectivessuchasincreasingprofitormarketsharearetruefinalmeasuresofbusinesssuccess.2

• Asignificantchangeacrossawiderangeofintermediate objectives is a reliable predictor of business success.

• Because the importance of individual intermediate objectives varies by ad campaign, no single intermediate measure can be an infallible predictor.

• Best practice requires tracking multiple intermediate effects.3

• Assigning greater or lesser value to each intermediate objective,tobetteralignwithyourspecificcampaigngoals,improves campaign accountability and effectiveness.4

Why does mediaView Pro focus on intermediate objectives?

Intermediate objectives are the means to achieving primary ad campaign objectives. Taken individually, each intermediate objec-tive offers insight into how your campaign is working in comparison with other campaigns reaching your audience.

1 Les Binet and Peter Field, Marketing in the Era of Accountability (World Advertising Research Center, Great Britain, Alden Press, 2007), 19. | 2 [ibid, 77] | 3 [ibid, 77] | 4 [ibid, 2]

• Recall seeing (reader exposure)• Read some of the ad (reader engagement)• Read most of the ad (reader involvement)

• Make ad-brand connection• Like the ad• Better opinion of product or service• Newly aware of product or service

Preliminary Buying Action• Save the ad for future reference• Discuss the advertised product• Visit advertiser website• Contact advertiser salesperson

Active Buying Action• Try advertised product or service• Consider purchasing• Recommend or specify• Purchase the product or service

Total Ad Recall Audience Exposure

TotalAdInfluence Audience Engagement

Total Buying Action Audience Involvement


Summary 2.0 Definitions 3.0 Audience Engagement 6.0 Involvement 7.0Ad Exposure 5.0 Demographics 8.0Editorial 4.0


About 9.0

9.1

About mediaView Pro: Methodology


about

This publication is designed to provide accurate and authoritative information gathered from subscriber questionnaires. In publishing this report, neither the author nor the publisher is engaged in rendering legal, accounting or any other professional service. If required, legal advice or other expert assistance should be sought from a licensed professional.

Baxter Research Center Inc. (BRC)

is a leading provider of independent,

mixed-media audience analytics.

BRC’s audience metrics guide, optimize

and inspire ad-campaign effectiveness in

print, digital and online media.

Baxter Research Center Inc.’s (BRC) mediaView Pro study programs are conducted via email using accepted advertising and editorial reader research methods and practices.

The reader panel was selected from the sponsoring publication’s qualified circulation of 40,005* using a structured random-interval selection process. Preparation of the survey instrument, sample selection, emailing, processing, tabulation and generation of final reports are conducted under the supervision of BRC.

Readers invited to participate via email are provided with a secure link to the question-naire. To ensure optimal delivery, all surveys are sent using BRC’s bonded email servers.

In those cases where two versions of the questionnaire are produced to maintain an ap-propriate level of reader response, both are identical with the exception of the ad listings, which are divided equally between the two. Ad recall data are based on a minimum of 100 returns. Splitting the survey into two or three versions to accommodate more ads will result in editorial and respondent profiles increasing to 200 and 300, respectively. Ad recall data will achieve a lesser number, but no fewer than 100 returns.

Ad and editorial reader recall data are fully disclosed in this report and online through advertiser micro-sites. Advertiser access to their micro-site is controlled by the sponsor-ing publication. Advertisers wishing to view online data should contact their magazine advertising sales representative for a link and password. A copy of the questionnaire is available on request from BRC.

* December 2017 BPA WorldwideSM Statement

Please provide current circulation and BPA statement date

Editor & PublisherRick Schumacher

LBM Journal10880 175th Court West,

Suite 240Lakeville, MN 55044

LBM Journal is written and edited for lumberyards, building material dealers, and other companies who comprise the LBM (lumber/building material) distribution channel. Each issue is packed with relevant, practical information written by the most experienced editorial team in the industry. Articles include in-depth product features, insightful dealer profiles, columns on sales, management, greenbuilding, selling the deck project, and more. In addition to the magazine (published 10x per year, available in both print and digital versions), there is a website (www.LBMJournal.com), a weekly LBM Alert e-newsletter, and an LBM Products & Services Showcase e-newsletter. LBM Journal is active in social media platforms (Twitter, LinkedIn and Facebook).

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