LBM Journal is a B2B media company in the U.S. serving the lumber/building material (LBM) distribution channel. Founded in 2003 by Rick Schumacher, ad sales pro Jodie Cook and designer Rich Hart, the company’s mission is to deliver a mix of strategic, street-level business intelligence with a big-picture perspective of where the industry is and where it’s going. Taking Digital Seriously Like many traditional publishers, LBM Journal was print-centric for the first decade-plus of the business. But in 2017, the LBM Journal team realized that they needed to take the digital side of the business more seriously if they wanted to maximize growth. “We were selling some web ads but just using what we knew from the print side of the business,” says Schumacher. “We knew we needed some expert help if we were going to get the most out of digital. Plus, we’re a small operation with just eight full-time employees but we compete…
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