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Contents:

Copyright © 2020 Baxter Research Center Inc.

mediaView

Independent AdCampaign AnalyticsPro

TM

April 2020

Independent Ad Performance News:Advertising Exposure

Audience Engagement and Involvement

Preliminary and Active Buying Actions

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 mediaViewPro About mediaViewPro ............................................. 9.0 Methodology .......................................................... 9.1 About the survey sponsor...................................... 9.1

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

mediaView TMProIndependent Ad Campaign Analytics

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

mediaViewPro Ad Campaign Analytics: LBM Journal – April 2020

Summary 2.0

2.0

Cvr

2-1

2 3 5 7 11 17 19 20 21 22 23 25 27 29 31 33 35 37 39 41 43 45 47 52-5

3

57 59 60 63 64 65 69 70 71 72 77 79 80 81 82 85 85 86 87 88 95 97 101

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Yella

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Fortr

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Sim

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ZIP

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5%

Blue

Linx

, 1.0

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70%

DMSi

, 1.0

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51%

Deck

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75%

Tam

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MFM

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Palra

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LP S

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LP S

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Con

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Arm

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RailF

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Wol

man

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Wol

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Wild

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Sure

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Selja

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Abso

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Dist

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Inc.

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62%

Turb

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Deck

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ULIN

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Kerri

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6%

10%

20%

30%

40%

50%

60%

70%

Top-performing ads based on respondent 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 Company Inc. 79%ZIP System/Huber Engineered Woods 78%Boral Building Products 76%Deckorators® 75%Fortress Building Products 73%Wolmanized Wood 72%LP Structural Solutions 71%Maze Nails Co. 71%BlueLinx 70%Boise Cascade 69%

TotalRecallSeeing

TotalAd

Influence

Wolmanized Wood 72% 100%TurboClip 58% 100%ProWood Lumber 57% 100%U2 fasteners 56% 100%NADRA 56% 100%Wild Hog Railing 54% 100%ULINE 46% 100%Titan Metal 38% 100%Boral Building Products 76% 98%LP Structural Solutions 71% 97%

TotalRecallSeeing

One or MoreBuyingActions

ZIP System/Huber Engineered... 78% 58%Palram Americas 51% 58%FootingPad/Ag-Co, Inc. 50% 58%Grabber Construction Products 50% 57%Simpson Strong-Tie Company 79% 56%National Nail Corporation 66% 56%Maze Nails Co. 71% 54%Manning Building Products 56% 54%U2 fasteners 56% 54%Krauter Auto-Stak 53% 54%

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

8 10 12 18 18 21 24 26 28 30 32 34 36 38 40 48 54 66 74 83 94 96 98

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 expressed as a percentage and presented by page number in the chart above. Thefirsteditorialitemlistedisfoundonpage8.

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.

ROM THE EDITOR: Stronger Together 8 78% 76% 51%COMMENTARY: Codes and Customer Trust 10 65% 71% 41%THE BUZZ / Updates 12 76% 82% 47%THE BUZZ / 2020 EVENTS 18 68% 74% 50%TOUGH CALL ANSWERS: Hey, I’m the Customer! 18 76% 80% 69%THE BUZZ / By The Yard 21 65% 72% 60%BILL LEE: Rules that Minimize Inventory Shrinkage 24 73% 84% 57%RICK DAVIS: Face the Resistance 26 68% 66% 58%BOB HEIDENREICH: A Focus on E-Commerce Can... 28 60% 70% 45%RIKKA BRANDON: Two Interview Tricks To Help Avoid... 30 74% 76% 52%RUSS KATHREIN: Pigs Get Fed, Hogs Get Slaughtered 32 60% 73% 52%JOHN WAGNER: Beware of Financial Engineering 34 55% 65% 47%THEA DUDLEY: Double Dipping Credit Card Discounts 36 60% 70% 50%Q & A: With Jeff Wedge, Henry Company 38 49% 67% 36%REAL ISSUES, REAL ANSWERS: Basic Training & Beyond 40 66% 76% 46%LBM JOURNAL DEALER OF THE YEAR 2020: Annual Sales 48 80% 79% 51%DECKS: While Decks Become More Sophisticated... 54 78% 77% 58%IN DEPTH: Deck Railings & Accessories 66 73% 68% 58%IN DEPTH: Deck Fasteners 74 71% 70% 54%PRODUCTS 83 70% 74% 44%POINT OF LAW: Who Is Responsible When Humidity... 94 54% 70% 58%SUCCESSION PLANNING: Maximize Your Estate Plan... 96 62% 66% 44%NLBMDA UPDATE: NLBMDA and the Federal COVID-19... 98 72% 75% 57%TOUGH CALL: Rick Vs. Reward 104 60% 75% 67%

Base = 200

PageNumber

RecallSeeing

ReadSome

ReadMost




Editorial 4.0

4.1

Editorial: Platform Use/Digital Devices

Readers comment on the magazine_[LBM Journal] keeps me current with the latest news and information.

— President

I consider [LBM Journal to be] one of the top publications in the industry. I like the variety of topics it covers.

— Purchasing Manager

Good thoughts & ideas from very knowledgeable people within our industry!!!! I learn something new every issue.

— Manager Sales

Digital devices used by respondents

Desktop computer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71%E-reader. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6%Laptop computer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68%Smart phone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90%Tablet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43%None of the above . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1%No response . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0%

Base = 200

Ninety-nine percent (99%) of LBM Journal respondents report having access to one or more of the digital devices listed below.

17% Digital

21% Print & Digital

62% Print

Print & Digital Edition Magazine Readership

Print . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62%Print and digital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21%Digital. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17%No response . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0%

Base = 200

A combined 83% of LBM Journal respondents read the print edition: 62% read print only, and 21% read both print and digital editions. A combined 38% of respondents read the digital edi-tion: 17% read the digital version only, and 21% read both print and digital formats.

How digital readers read this issue

Desktop computer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47%E-reader. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0%Laptop computer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45%Smart phone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32%Tablet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16%Other . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0%No response . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 0%

Base = 76

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 . . . . . . . . . . . 27%

The Merchant/BPD . . . . . . . . . . . . . 18%

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

Base = 200

Industry magazines received

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

Base = 200

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

4 of 4 most recent issues . . . . . . . . . 56%



1 of 4 most recent issues . . . . . . . . . . 5%

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

Frequency

Same day the issue is received . . . . 24%

Within three days . . . . . . . . . . . . . . . 47%

Within a week . . . . . . . . . . . . . . . . . . 23%

One week or later . . . . . . . . . . . . . . . . 6%

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

When read

4 or more times. . . . . . . . . . . . . . . . . 15%

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

2 times . . . . . . . . . . . . . . . . . . . . . . . 40%

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

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

How often each issue is read

45 minutes or more. . . . . . . . . . . . . . 19%

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

15 - 29 minutes. . . . . . . . . . . . . . . . . 43%

Less than 15 minutes . . . . . . . . . . . . . 8%

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

Time spent reading

Personal favorite. . . . . . . . . . . . . . . . 14%

Very important . . . . . . . . . . . . . . . . . 30%

Important . . . . . . . . . . . . . . . . . . . . . 38%

Somewhat important. . . . . . . . . . . . . 18%

Not important . . . . . . . . . . . . . . . . . . . 0%

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

Respondents rate LBM Journal Pass-along readership

OtherPeople

51.Respondents report that they pass

along their issues of LBM Journal

to a mean number of 1.5 other

professionals.

Base = 200

Base = 200

Base = 200

Base = 200

Base = 200

_It’s usually on target with issues I’m dealing with.

— President

Fresh ideas and products along with some refreshed ideas as well.

— Manager

[LBM Journal] keeps me up to date on all the industry news, trends and other ideas imple-mented in the industry.

— 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 NADRA 82 1.0-4C 56% 32% 44% 100% 26%Building Leaders, Inc. 97 1.0-4C 53% 60% 31% 89% 46%Category averages: 55% 46% 38% 95% 36% Buying groups/co-ops Do it Best Corp. 22 1.0-4C 62% 37% 26% 97% 19%Do it Best Corp. 23 1.0-4C 55% 55% 30% 91% 28%Category averages: 59% 46% 28% 94% 24% Computers, software & Internet services DMSi 27 1.0-4C 51% 33% 47% 93% 11%Seljax 71 1.0-4C 36% 19% 14% 95% 35%Kerridge Commercial Systems Cvr 3 1.0-4C 34% 35% 33% 94% 44%Category averages: 40% 29% 31% 94% 30% Decking, railings, lighting & accessories Deckorators® 29 1.0-4C 75% 53% 43% 93% 53%Fortress Building Products 5 1.0-4C 73% 53% 44% 87% 47%Armadillo Deck 60 1.0-4C 64% 52% 36% 97% 39%Fortress Building Products 17 .33-4C 63% 60% 32% 89% 34%Absolute Distribution Inc. 72 1.0-4C 62% 56% 40% 94% 50%Fiberon 39 1.0-4C 61% 36% 27% 94% 34%Royal Building Products 57 1.0-4C 57% 44% 36% 97% 39%Wild Hog Railing 69 1.0-4C 54% 43% 39% 100% 46%RailFx 63 1.0-4C 52% 56% 41% 96% 48%FootingPad/Ag-Co, Inc. 85 .25-4C 50% 54% 48% 96% 58%DeckWise® 79 .50-4C 47% 47% 55% 90% 40%Feeney 19 1.0-4C 46% 35% 19% 96% 29%Category averages: 59% 49% 38% 94% 43%

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

Base = 100(continued)

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.




Ad Exposure 5.0

5.1

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

Engineered lumber products Boise Cascade 7 1.0-4C 69% 64% 48% 87% 45%AdvanTechSubflooring 3 1.0-4C 59% 51% 43% 88% 32%AdvanTechSubflooring 2 1.0-4C 59% 46% 48% 92% 42%Category averages: 62% 54% 46% 89% 40% Fasteners & fastening systems Simpson Strong-Tie Company Inc. 11 1.0-4C 79% 61% 46% 96% 56%Maze Nails Co. 81 1.0-4C 71% 44% 45% 94% 54%National Nail Corporation - CAMO Edge Pro 52-53 2.0-4C 66% 62% 46% 97% 56%TurboClip 77 1.0-4C 58% 41% 42% 100% 28%U2 fasteners 87 1.0-4C 56% 52% 55% 100% 54%Grabber Construction Products, Inc. 59 .33-4C 50% 62% 32% 90% 57%Sure Drive USA 70 .50-4C 49% 61% 40% 91% 36%Titan Metal 80 .33-4C 38% 32% 33% 100% 40%Category averages: 58% 52% 42% 96% 48% Insulation, housewrap & ventilation ZIP System/Huber Engineered Woods 20 1.0-4C 78% 56% 41% 91% 58%LP Structural Solutions 41 1.0-4C 71% 51% 61% 97% 44%LP Structural Solutions 43 .66-4C 69% 49% 38% 93% 45%LP Structural Solutions 45 .66-4C 67% 54% 53% 94% 49%LP Structural Solutions 47 .66-4C 66% 47% 39% 95% 46%ZIP System/Huber Engineered Woods 21 .33-4C 65% 54% 46% 87% 37%Tamlyn 31 1.0-4C 51% 55% 57% 80% 48%Category averages: 67% 52% 48% 91% 47% Material handling Krauter Auto-Stak 88 .50-4C 53% 34% 50% 96% 54%






Ad Exposure 5.0

5.2


Material handling continuedULINE 85 .25-4C 46% 17% 50% 100% 48%Category averages: 50% 26% 50% 98% 51% Mergers & acquisition firms 1st West Mergers & Acquisitions LLC 101 1.0-4C 38% 39% 33% 87% 9% Moulding, millwork & trimboards BlueLinx 25 1.0-4C 70% 50% 34% 92% 44%Wolmanized Wood 64 1.0-4C 58% 67% 56% 88% 24%Royal Building Products 57 1.0-4C 57% 44% 36% 97% 39%Palram Americas 37 1.0-4C 51% 51% 65% 92% 58%Category averages: 59% 53% 48% 92% 41% Pressure treated wood Wolmanized Wood 65 1.0-4C 72% 50% 50% 100% 44%YellaWood Cvr 2-1 2.0-4C 63% 49% 42% 92% 29%Category averages: 68% 50% 46% 96% 37% Roofing products MFM Building Products Corp. 35 1.0-4C 64% 41% 31% 97% 50%Manning Building Products 86 .50-4C 56% 54% 40% 93% 54%Category averages: 60% 48% 36% 95% 52% Sheathing LP Structural Solutions 41 1.0-4C 71% 51% 61% 97% 44%LP Structural Solutions 43 .66-4C 69% 49% 38% 93% 45%LP Structural Solutions 45 .66-4C 67% 54% 53% 94% 49%LP Structural Solutions 47 .66-4C 66% 47% 39% 95% 46%Category averages: 68% 50% 48% 95% 46%






Ad Exposure 5.0

5.3


Siding products Boral Building Products Cvr 4 1.0-4C 76% 45% 38% 98% 52%Royal Building Products 57 1.0-4C 57% 44% 36% 97% 39%Category averages: 67% 45% 37% 98% 46% Treated Wood ProWood Lumber 33 1.0-4C 57% 60% 38% 100% 35%

Other Behind Your Back Podcast 95 .50-4C 40% 43% 18% 92% 13%


Base = 100


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 NADRA 82 1.0-4C 56% 100% 38% 91% 47% 35%Building Leaders, Inc. 97 1.0-4C 53% 89% 43% 71% 39% 54%Category averages: 55% 95% 41% 81% 43% 45% Buying groups/co-ops Do it Best Corp. 22 1.0-4C 62% 97% 50% 75% 39% 50%Do it Best Corp. 23 1.0-4C 55% 91% 47% 78% 47% 59%Category averages: 59% 94% 49% 77% 43% 55% Computers, software & Internet services Seljax 71 1.0-4C 36% 95% 55% 80% 60% 40%Kerridge Commercial Systems Cvr 3 1.0-4C 34% 94% 25% 81% 44% 31%DMSi 27 1.0-4C 51% 93% 39% 64% 25% 39%Category averages: 40% 94% 40% 75% 43% 37% Decking, railings, lighting & accessories Wild Hog Railing 69 1.0-4C 54% 100% 60% 94% 57% 43%Armadillo Deck 60 1.0-4C 64% 97% 45% 82% 47% 45%Royal Building Products 57 1.0-4C 57% 97% 48% 81% 55% 42%RailFx 63 1.0-4C 52% 96% 28% 72% 48% 24%FootingPad/Ag-Co, Inc. 85 .25-4C 50% 96% 54% 92% 58% 46%Feeney 19 1.0-4C 46% 96% 38% 75% 21% 42%Absolute Distribution Inc. 72 1.0-4C 62% 94% 38% 84% 56% 38%Fiberon 39 1.0-4C 61% 94% 57% 83% 34% 63%Deckorators® 29 1.0-4C 75% 93% 47% 72% 49% 63%DeckWise® 79 .50-4C 47% 90% 30% 60% 45% 30%Fortress Building Products 17 .33-4C 63% 89% 29% 61% 42% 45%Fortress Building Products 5 1.0-4C 73% 87% 51% 67% 44% 64%Category averages: 59% 94% 44% 77% 46% 45%

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

Base = 100

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. (continued)



mediaViewPro Ad Campaign Analytics: LBM Journal – April 2020 6.1

Engineered lumber products AdvanTechSubflooring 2 1.0-4C 59% 92% 68% 89% 53% 71%AdvanTechSubflooring 3 1.0-4C 59% 88% 47% 74% 35% 65%Boise Cascade 7 1.0-4C 69% 87% 71% 74% 39% 82%Category averages: 62% 89% 62% 79% 42% 73% Fasteners & fastening systems TurboClip 77 1.0-4C 58% 100% 53% 89% 50% 42%U2 fasteners 87 1.0-4C 56% 100% 32% 86% 61% 50%Titan Metal 80 .33-4C 38% 100% 75% 85% 50% 60%National Nail Corporation 52-53 2.0-4C 66% 97% 62% 88% 68% 62% CAMO Edge ProSimpson Strong-Tie Company Inc. 11 1.0-4C 79% 96% 78% 96% 70% 80%Maze Nails Co. 81 1.0-4C 71% 94% 69% 83% 57% 77%Sure Drive USA 70 .50-4C 49% 91% 36% 77% 55% 41%Grabber Construction Products, Inc. 59 .33-4C 50% 90% 38% 67% 38% 43%Category averages: 58% 96% 55% 84% 56% 57% Insulation, housewrap & ventilation LP Structural Solutions 41 1.0-4C 71% 97% 64% 72% 46% 59%LP Structural Solutions 47 .66-4C 66% 95% 74% 82% 54% 69%LP Structural Solutions 45 .66-4C 67% 94% 63% 74% 51% 60%LP Structural Solutions 43 .66-4C 69% 93% 70% 73% 48% 63%ZIP System/Huber Engineered Woods 20 1.0-4C 78% 91% 80% 84% 56% 91%ZIP System/Huber Engineered Woods 21 .33-4C 65% 87% 63% 79% 53% 74%Tamlyn 31 1.0-4C 51% 80% 44% 64% 40% 52%Category averages: 67% 91% 65% 75% 50% 67%



Ad Scores:AudienceEngagementTotalswithInfluenceDetailsbyProductCategorycontinued






6.2

Material handling ULINE 85 .25-4C 46% 100% 63% 93% 48% 74%Krauter Auto-Stak 88 .50-4C 53% 96% 61% 75% 43% 68%Category averages: 50% 98% 62% 84% 46% 71% Mergers & acquisition firms 1st West Mergers & Acquisitions LLC 101 1.0-4C 38% 87% 22% 30% 13% 17% Moulding, millwork & trimboards Royal Building Products 57 1.0-4C 57% 97% 48% 81% 55% 42%BlueLinx 25 1.0-4C 70% 92% 51% 56% 33% 62%Palram Americas 37 1.0-4C 51% 92% 46% 85% 54% 54%Wolmanized Wood 64 1.0-4C 58% 88% 48% 61% 39% 55%Category averages: 59% 92% 48% 71% 45% 53% Pressure treated wood Wolmanized Wood 65 1.0-4C 72% 100% 67% 98% 49% 67%YellaWood Cvr 2-1 2.0-4C 63% 92% 61% 68% 34% 71%Category averages: 68% 96% 64% 83% 42% 69% Roofing products MFM Building Products Corp. 35 1.0-4C 64% 97% 47% 86% 56% 36%Manning Building Products 86 .50-4C 56% 93% 61% 79% 64% 61%Category averages: 60% 95% 54% 83% 60% 49% Sheathing LP Structural Solutions 41 1.0-4C 71% 97% 64% 72% 46% 59%LP Structural Solutions 47 .66-4C 66% 95% 74% 82% 54% 69%LP Structural Solutions 45 .66-4C 67% 94% 63% 74% 51% 60%








6.3

Sheathing continuedLP Structural Solutions 43 .66-4C 69% 93% 70% 73% 48% 63%Category averages: 68% 95% 68% 75% 50% 63% Siding products Boral Building Products Cvr 4 1.0-4C 76% 98% 67% 90% 60% 73%Royal Building Products 57 1.0-4C 57% 97% 48% 81% 55% 42%Category averages: 67% 98% 58% 86% 58% 58% Treated Wood ProWood Lumber 33 1.0-4C 57% 100% 27% 65% 31% 31% Other Behind Your Back Podcast 95 .50-4C 40% 92% 25% 58% 21% 21%



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 Building Leaders, Inc. 97 1.0-4C 53% 46% 7% 14% 25% 4% 4% 4% 0% 0%NADRA 82 1.0-4C 56% 26% 3% 0% 9% 0% 3% 6% 6% 0%Category averages: 55% 36% 5% 7% 17% 2% 4% 5% 3% 0% Buying groups/co-ops Do it Best Corp. 23 1.0-4C 55% 28% 16% 6% 0% 3% 3% 3% 3% 6%Do it Best Corp. 22 1.0-4C 62% 19% 8% 6% 3% 0% 6% 0% 0% 3%Category averages: 59% 24% 12% 6% 2% 2% 5% 2% 2% 5% Computers, software & Internet services Kerridge Commercial Systems Cvr 3 1.0-4C 34% 44% 13% 6% 6% 6% 13% 13% 0% 0%Seljax 71 1.0-4C 36% 35% 5% 0% 15% 0% 0% 15% 0% 0%DMSi 27 1.0-4C 51% 11% 4% 0% 7% 4% 4% 4% 0% 0%Category averages: 40% 30% 7% 2% 9% 3% 6% 11% 0% 0%

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

Base = 100

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.

(continued)




Involvement 7.0

7.1

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

Decking, railings, lighting & accessories FootingPad/Ag-Co, Inc. 85 .25-4C 50% 58% 13% 4% 4% 0% 13% 21% 0% 13%Deckorators® 29 1.0-4C 75% 53% 9% 7% 19% 5% 5% 21% 7% 0%Absolute Distribution Inc. 72 1.0-4C 62% 50% 9% 3% 19% 3% 9% 13% 13% 3%RailFx 63 1.0-4C 52% 48% 8% 0% 20% 0% 0% 16% 4% 0%Fortress Building Products 5 1.0-4C 73% 47% 4% 7% 13% 2% 2% 13% 7% 7%Wild Hog Railing 69 1.0-4C 54% 46% 9% 6% 11% 0% 9% 11% 6% 0%DeckWise® 79 .50-4C 47% 40% 5% 0% 5% 5% 10% 25% 0% 0%Armadillo Deck 60 1.0-4C 64% 39% 11% 5% 5% 0% 5% 16% 8% 3%Royal Building Products 57 1.0-4C 57% 39% 6% 10% 13% 0% 0% 16% 6% 0%Fortress Building Products 17 .33-4C 63% 34% 8% 0% 0% 5% 0% 16% 3% 3%Fiberon 39 1.0-4C 61% 34% 3% 0% 11% 0% 3% 6% 6% 6%Feeney 19 1.0-4C 46% 29% 8% 4% 8% 0% 0% 17% 0% 0%Category averages: 59% 43% 8% 4% 11% 2% 5% 16% 5% 3% Engineered lumber products Boise Cascade 7 1.0-4C 69% 45% 5% 5% 5% 3% 0% 16% 3% 13%AdvanTechSubflooring 2 1.0-4C 59% 42% 11% 5% 5% 0% 0% 8% 8% 13%AdvanTechSubflooring 3 1.0-4C 59% 32% 9% 3% 3% 0% 0% 0% 12% 12%Category averages: 62% 40% 8% 4% 4% 1% 0% 8% 8% 13% Fasteners & fastening systems Grabber Construction Products, Inc. 59 .33-4C 50% 57% 14% 10% 24% 0% 0% 10% 0% 10%Simpson Strong-Tie Company Inc. 11 1.0-4C 79% 56% 10% 10% 6% 0% 4% 20% 6% 14%National Nail Corporation 52-53 2.0-4C 66% 56% 15% 12% 24% 6% 3% 12% 6% 15% CAMO Edge ProMaze Nails Co. 81 1.0-4C 71% 54% 9% 9% 9% 3% 0% 23% 6% 11%U2 fasteners 87 1.0-4C 56% 54% 4% 4% 11% 4% 4% 21% 4% 14%Titan Metal 80 .33-4C 38% 40% 10% 10% 5% 0% 0% 25% 5% 5%Sure Drive USA 70 .50-4C 49% 36% 9% 0% 5% 0% 0% 14% 0% 9%






Involvement 7.0

7.2


Fasteners & fastening systems continuedTurboClip 77 1.0-4C 58% 28% 6% 6% 3% 0% 3% 8% 6% 3%Category averages: 58% 48% 10% 8% 11% 2% 2% 17% 4% 10% Insulation, housewrap & ventilation ZIP System/Huber Engineered Woods 20 1.0-4C 78% 58% 4% 4% 18% 2% 2% 20% 9% 16%LP Structural Solutions 45 .66-4C 67% 49% 17% 11% 6% 6% 6% 11% 6% 20%Tamlyn 31 1.0-4C 51% 48% 4% 12% 4% 0% 0% 12% 4% 12%LP Structural Solutions 47 .66-4C 66% 46% 10% 3% 8% 0% 0% 18% 3% 8%LP Structural Solutions 43 .66-4C 69% 45% 8% 5% 5% 3% 5% 20% 5% 8%LP Structural Solutions 41 1.0-4C 71% 44% 13% 13% 8% 8% 8% 13% 5% 15%ZIP System/Huber Engineered Woods 21 .33-4C 65% 37% 11% 0% 11% 0% 3% 8% 8% 5%Category averages: 67% 47% 10% 7% 9% 3% 3% 15% 6% 12% Material handling Krauter Auto-Stak 88 .50-4C 53% 54% 7% 14% 14% 4% 0% 7% 7% 7%ULINE 85 .25-4C 46% 48% 4% 4% 0% 0% 7% 22% 0% 15%Category averages: 50% 51% 6% 9% 7% 2% 4% 15% 4% 11% Mergers & acquisition firms 1st West Mergers & Acquisitions LLC 101 1.0-4C 38% 9% 9% 0% 0% 0% 0% 0% 4% 0% Moulding, millwork & trimboards Palram Americas 37 1.0-4C 51% 58% 15% 12% 15% 0% 0% 12% 0% 15%BlueLinx 25 1.0-4C 70% 44% 5% 5% 3% 3% 0% 18% 0% 15%Royal Building Products 57 1.0-4C 57% 39% 6% 10% 13% 0% 0% 16% 6% 0%Wolmanized Wood 64 1.0-4C 58% 24% 9% 0% 3% 0% 0% 9% 9% 6%Category averages: 59% 41% 9% 7% 9% 1% 0% 14% 4% 9%






Involvement 7.0

7.3


Pressure treated wood Wolmanized Wood 65 1.0-4C 72% 44% 12% 5% 12% 0% 2% 16% 9% 7%YellaWood Cvr 2-1 2.0-4C 63% 29% 5% 5% 5% 3% 0% 11% 3% 11%Category averages: 68% 37% 9% 5% 9% 2% 1% 14% 6% 9% Roofing products Manning Building Products 86 .50-4C 56% 54% 7% 14% 21% 0% 0% 18% 0% 14%MFM Building Products Corp. 35 1.0-4C 64% 50% 8% 6% 8% 3% 3% 19% 3% 6%Category averages: 60% 52% 8% 10% 15% 2% 2% 19% 2% 10% Sheathing LP Structural Solutions 45 .66-4C 67% 49% 17% 11% 6% 6% 6% 11% 6% 20%LP Structural Solutions 47 .66-4C 66% 46% 10% 3% 8% 0% 0% 18% 3% 8%LP Structural Solutions 43 .66-4C 69% 45% 8% 5% 5% 3% 5% 20% 5% 8%LP Structural Solutions 41 1.0-4C 71% 44% 13% 13% 8% 8% 8% 13% 5% 15%Category averages: 68% 46% 12% 8% 7% 4% 5% 16% 5% 13% Siding products Boral Building Products Cvr 4 1.0-4C 76% 52% 12% 6% 17% 0% 2% 19% 10% 8%Royal Building Products 57 1.0-4C 57% 39% 6% 10% 13% 0% 0% 16% 6% 0%Category averages: 67% 46% 9% 8% 15% 0% 1% 18% 8% 4% Treated Wood ProWood Lumber 33 1.0-4C 57% 35% 4% 0% 8% 0% 0% 15% 0% 12%

Other Behind Your Back Podcast 95 .50-4C 40% 13% 0% 0% 8% 4% 0% 4% 4% 0%


Base = 100


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

16%

36%

18%

27%

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

22%

20%

24%

11%

Preliminary BuyingBehavior

45%

Active BuyingBehavior

53%

Sixty-two percent (62%) of respondents indicated that after seeing an ad in LBM Journal they, or someone in their organization, have taken, or are likely to take, one or more of the following purchasing actions:

Total BuyingBehavior

62%

81%

90%

75%

73%

After seeing an ad in LBM Journal, 92% of respon-dents reported one or more of the following:

Total ad influence for all studied ads Ad scores by size

Numberof Ads

ReadMost

ReadSome

RecallSeeing

Two pages 2 65% 56% 44%One page 34 60% 48% 41%Two-thirds page 3 67% 50% 43%One-half page 5 49% 48% 41%One-third page 4 54% 52% 36%One-fourth page 2 48% 36% 49%Issue averages: 58% 48% 41%

Base = 100

65%

60%

67%

49%

54%

48%

Two pages

One page

Two-thirds page

One-half page

One-third page

One-fourth page




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:

Doors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40%

Windows. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38%

Fasteners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37%

Composite/vinyl decking. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .36%

Dimensional lumber . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .36%

Siding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .36%

Treated lumber . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35%

Engineered lumber . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34%

Housewrap . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33%

Mouldings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31%

Sheathing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31%

Roof windows/skylights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28%

Roofing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28%

Fencing/railing products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27%

Insulation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27%

Sealants & adhesives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27%

Hand tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23%

Locksets/hardware . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23%

Power tools (electric & pneumatic) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23%

Decorative millwork . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20%

Drywall . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18%

Concrete/masonry products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14%

Paints & stains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12%

Flooring. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11%

Cabinetry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10%

Ceiling products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10%

Closet shelving . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10%

Overhead/garage doors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8%

Solid surface materials/laminates. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8%

Plumbing(faucets,fixtures,fittings) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7%

Electrical products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5%

Fireplaces. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3%

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

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

No response . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .0%Base = 20056

Primary business activity

Building Material Dealer/Lumberyard . . . . . 56%

Specialty Dealer/Distributor . . . . . . . . . . . . 24%

Wholesaler/Buying Group/Co-op . . . . . . . . 13%

Other. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7%

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

Base = 200




Demographics 8.0

58%

48%

44%

42%

26%

Professional use of social media

To learn about industry products

To get industry news

To keep up with trends

To network with others in the industry

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

Digital devices owned or used by respondents

Desktop computer

Smart phone

Laptop computer

Ninety-nine percent (99%) of LBM Journal respondents report having access to one or more of these digital devices. Tablet

Seventy-four percent (74%) of LBM Journal respondents report one or more of these reasons for using social media.

Demographics: Social Media

8.2

44%

42%

15%

10%

8%

33%

Social media platforms used for work

Facebook

LinkedIn

Twitter

Instagram

Sixty-seven percent (67%) 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

90%

71%

68%

43%

6%

1%

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

January 6

JulyclosingMay 22

Aprilclosing

February 24

Octoberclosing

August 24

2020 Ad Study ScheduleReserve your space now!

E-reader

None of the aboveBase = 200No response = 0%


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 mediaViewPro

about

What are some of the concepts behind mediaViewPro 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 mediaViewPro 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 mediaViewPro: 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) mediaViewPro study programs are conducted on-line 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 is 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 online survey is available upon request from BRC.

* June 2019 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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