Home Industry News LBM Journal parent company acquires Baxter Research Center

LBM Journal parent company acquires Baxter Research Center

LBM Journal parent company acquires Baxter Research Center

Baxter Research logo wide

Baxter’s ad study reports enable print advertisers to measure ROI, while tracking ad campaign effectiveness

Lakeville, Minn. – Custom Built Publishing LLC, the publisher of LBM Journal, the business information and events leader for lumber and building material dealers and distributors, announced it has acquired most of the assets of Baxter Research Center Inc (Baxter).

Baxter conducts sophisticated readership studies for magazine publishers, benchmarking and tracking the effectiveness of ads and ad campaigns. Baxter’s studies enable advertisers to optimize their ROI, and evaluate their overall value of print ad campaigns. Advertisers receive detailed reports revealing how favorably readers view their ad (including comparisons to competitors’ ads). Far beyond traditional ad studies, Baxter studies also include readers’ preliminary and active buying behaviors.

Click here to see a sample Baxter mediaView Pro report.

Rick Schumacher, Custom Built’s founder and LBM Journal publisher, has used Baxter for years. He was so impressed, he bought the business. Baxter’s ad-study services will now be offered to magazines in industry-exclusive arrangements, as Schumacher becomes the new President/CEO of Baxter Research Center Inc.

“We’ve been using Baxter’s mediaView Pro studies for years. When I learned that Baxter’s owner/founder, Bob Keyburn, was retiring, I didn’t want to lose access to these powerful studies, which fuel our ad sales and give our advertisers practical business intelligence. I’m proud to carry on Bob’s great work.”

“LBM Journal is a running case study for how to leverage our ad studies,” said Bob Keyburn. “His acquisition of Baxter Research shows how strongly he values what we’ve built. Plus, as a publisher himself, Rick is especially well-suited to understand the needs of publishers and advertisers alike. I’m confident Rick, along with the core BRC team, will carry on Baxter’s mission, and nurture it, moving forward.”

Custom Built Publishing is the publisher of LBM Journal, the widely acknowledged publishing, digital-marketing-services, and live-event leader in the lumber and building material market. The only BPA audited magazine in its sector, LBM Journal has the highest-quality readership of any lumber and building material-focused publication. In addition to LBM Journal’s print publication, LBM Journal also hosts the LBM Strategies Conference, and offers a full range of digital advertising and webinar-presentation services

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