The document outlines the strategies and focus of a woodworking information network, emphasizing the demand for personalized, peer-driven content rather than sales pitches. It highlights their extensive reach with targeted audiences, continuous fresh content, and active engagement through various platforms, making it a leading resource for woodworking professionals. Additionally, it discusses third-party validation of their audience metrics, showcasing significant growth and involvement in industry events.

2. 2012…
People expect information specific to them
 The most trusted source of information are their
professional peers
People want to be educated, not sold
 Digital counts! People want information
different ways

3. Our Unique Approach
Segment each market to meet its specific needs
Deliver woodworking professionals peer-to-peer
connections
Use media platforms that match their lifestyle
Provide third-party validation of our engagement
and audiences

4. Segmented, Targeted Audiences
An audience of 47,000,
the LARGEST
distribution to the
professional custom
wood interiors market
Uniquely delivering
these converging
audiences as closets
companies have
embraced cabinetry
Custom Market and remodeling, and
custom woodworkers
have moved into
BPA Statement June 2012
storage solutions

5. An audience of over
31,000, the LARGEST
distribution to the
production woodworking
market
BPA Statement June 2012
Production Market

7. Everything We Do Is Based on
Professional, Peer-to-Peer Focus

8. Sharing Their Success

9. Providing Recognition of Best Practices

10. Professional Wood
Industry’s Most
Valuable Online
Resources
Providing more peer-to-peer content
Delivering fresh content continuously
Featuring more content overall
WoodworkingNetwork.com

11. All Based on Woodworker Feedback…

12. “ As a woodworker in a one-man shop it's easy to become "isolated“
from the world. Although that's not necessarily bad thing, learning about
what's going on in the wood world through your web and print sources is
great and simple. eugster96@xxx.xxx
Thank you for bringing many of these issues of over-regulation to our
attention. dmzehr@xxx.xxx
Excellent informative news articles. Always several topics that interest
me in each issue. I like the infusion of "Wood Science & Technology" in
most articles. hausknwa@xxx.xxx
”

13. “ The point about looking at who is actually working via permits is a
time saver and I'll be using that idea. Thanks. joe.culpepper@xxx.xxx
I read the topics that interest me, both for personal or business
interests. Thanks for keeping me in the loop. khewittgump@xxx.xxx
Like the articles on the Hardwood industry. rconti@xxx.xxx
Nice, easy informative website. sandlizzard12@xxx.xxx
Appreciate the Information .... Thanks! News and articles I am
interested in. robinarchtech@xxx.xxx
”

14. More Fresh Content
FACT: woodworkingnetwork.com posts on
average 21 new articles a day
No one else even comes close!

15. Fresh Content
Monday Tuesday Wednesday

16. Vs. the Same Old Content
Monday Tuesday Wednesday

17. Covering Critical Events as They Occur

18. Providing the
Most Current
and High
Value
Information

19. And
ALWAYS
Linked to
MORE
Information
1
2
3

20. The Results Prove It
23 1,430
results results

21. Webcasts that are
Peer-Based Conversations

22. Not a Sales Pitch

23. Providing Video Leadership
The largest number of professional woodworking videos -
almost 250 editorial videos posted on our site
Averaging more than 3,600 views / month

24. The Industry’s Leading Reference
Easy to use -
arranged like a
walk through a
woodworking
plant

25. More than Just Listings
Useful How-to Editorial
Comparisons and
Charts
Lively Presentation

26. Intuitive with Lots of Subcategories . . .
Continuously
updated online
Links to Suppliers,
Added Information
 Podcasts and Video

27. Red Book Alerts
Weekly Product-Specific eNewsletters
Deploys each Wednesday
to 28,000
2013 Red Book Alert
schedule by date

28. . . .Vs. a Phone Book

29. Unparalleled Industry Involvement
AWI: Development Council
WoodLINKS: Board of Directors
CPA: Marketing Communications
Committee
AWFS: Tradeshow Committee
WMMA: Membership Development
Committee, International Business
Development Committee, Public Policy
Committee
WMIA: Marketing Committee

30. The Most Active Participant in Key
Industry Events
We participate in more industry activities than ANY
other media
For example, we were the ONLY media participating at
these recent high-level industry events

31. Projects Supporting the Industry

32. Part of the Industry Dialogue and
Committed to Sharing Information
State of the Industry updates
Online trends

33. We Produce Leading Industry Events
October 22-23, 2012 Vancouver,
British Columbia
February 27-March 1, 2013
New Jersey Convention Center
October 24-26, 2013
Toronto, Canada

34. Third-Party Validation - Print
We belong to BPA to provide third party proof of our audience
BPA is a not-for-profit founded in 1931
BPA is controlled by companies that purchase media - every major
national advertising agency is a paid member so they can have proof of
audience
Cabinetmaker and FDM had been BPA members for years but withdrew
abruptly in 2010

35. Third-Party Validation - Online

36. More Unique Domain (Websites)
Inbound Links than Any Other
Professional Website
WoodworkingNetwork.com: 361
Cabinetmakerfdm.com: 144

38. Google Has More Links to
Woodworkingnetwork.com Content
WoodworkingNetwork.com: 1,480
Cabinetmakerfdm.com: 561
Google Links to Articles January – June, 2012

39. Alexa Ranking. . . Lower Is Better

40. January – July 2012
woodworkingnetwork cabinetmakerfdm.com
1,400,000
1,200,000
979,948
1,000,000
800,000
600,000
400,000 239,556
200,000
0
January '12 February '12 March '12 (3/30/12) April '12 (4/30/12) May '12 (5/31/12) June'12 (6/30/12) July'12 (7/30/12)
(1/27/12) (3/1/12)
Source: Alexa WoodworkingNetwork.com cabinetmakerfdm.com

41. And These Rankings Don’t Even
Include Our Related Professional Sites
Closetsdaily.com
Redbookonline.com
Cabinetsandclosetsexpo.com
Woodtechsummit.com
Woodworkingexpo.ca

42. The Results of Our Online Investment
Our online audience (unique visitors)
increased by 56.3%
in the past year!

43. Number of Visitors
-
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
5,000
Dec-08
Jan-09
Feb-09
Mar-09
Apr-09
May-09
Target: 367,410
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
Page Views: 141,107
Unique Visitors
Dec-09
Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10
Jul-10
Aug-10
Sep-10
- Monthly Change: 22.8%
Oct-10
Nov-10
Dec-10
Jan-11
Unique Visitors
- Year to Year Change: 56.6%
Dec '08 - Aug '12
Feb-11
Mar-11
Apr-11
May-11
Jun-11
Jul-11
woodworkingnetwork.com
Aug-11
Sep-11
Oct-11
Nov-11
Linear (Unique Visitors)
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Number of Page Views Jul-12
Aug-12
-
100,000
120,000
140,000
160,000
20,000
40,000
60,000
80,000
Dec-08
Jan-09
Feb-09
Mar-09
Apr-09
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
Dec-09
Jan-10
Feb-10
Views
Mar-10
Apr-10
May-10
Jun-10
Jul-10
Target: 82,750
Aug-10
Sep-10
Oct-10
Nov-10
Page Views
Dec-10
Jan-11
Feb-11
Dec '08 - Aug'12
Mar-11
Apr-11
May-11
Linear (Views)
Jun-11
Unique Visitors: 42,723
Jul-11
TRAFFIC
Aug-11
woodworkingnetwork.com
Sep-11
Oct-11
Nov-11
Dec-11
Jan-12
- Monthly Change: 7.3 %
Feb-12
Mar-12
Apr-12
May-12
Jun-12
- Year to Year Change: 56.3%
Jul-12
Aug-12

44. Other Ways We Can Help…
Vance has a unique range of services
and capabilities to support virtually all of your
marketing and communications activities

45. Vance Research
Research expertise, market expertise, industry credibility,
access to databases, and our ability to promote research
results as needed makes Vance a unique research partner
We work with all formats and platforms, and provide both
qualitative and quantitative analysis
Experience with B-to-B, consumer, retail, association and
institutional clients

46. Vance Market Intelligence

47. Vance Online Education

48. Vance Video
YouTube capabilities
Integrated sharing
iTunes / mobile enabled

49. Vance Video Custom
Platform: a platform to host your videos
Production: turnkey production of commercials, product demos, how-to videos
Versions: versions for online, laptop, Apple, Android, etc.

50. Vance Mobile
Mobile apps
Mobile texting campaigns

51. Vance Digital Development

52. Vance Social Media

53. Vance Custom Publishing

54. Vance Radio

55. Backed by the Industry’s
Largest, Most Experienced and Most
Involved Editorial Team

56. Experienced, Creative
and Focused
Marketing Partners

57. And the Industry’s Largest and Most
Qualified Digital Media Team

58. Your Woodworking Network Partnership
TARGETED – target your message to the specific audience you want
ENGAGED – connect with your audience how, when and where they want
TRUSTWORTHY AND COMMITTED – a company with 75+ years of
industry involvement, a team with 130+ years of industry experience
VALIDATED – 3rd party guarantees that you are reaching the audience you
are paying for
CUTTING EDGE – Progressive thinking coupled with the industry’s best
and most comprehensive suite of online capabilities, solutions and support
services

59. Thank you for your consideration,
we look forward to exploring ways
to grow our partnership