The Only Question, When?
1/27/2013 6:23:50 PM

NueMedia LLC was founded in 2010 on our perception of what an industry’s information needs would be as businesses transformed themselves through the second decade of the 21st century. This theory was based on several simple precepts.

First, there was no doubt in our minds that business information was going digital. Our theory of Marketspace, formulated 13 years prior, had finally taken root. Computers have now found their way into almost every office of every business in the entire country. Mobile devices extend the workplace to virtually anywhere.

Second, an increase domestic and international competition in every industry caused companies to struggle just to maintain annual sales volume and revenue. True growth was stymied because the only way to get business was to cut price and lower margins. Add a global recession, and companies were forced to find secondary, even tertiary areas of business to make up for lost revenue. So you quickly see the need to survive created the will for change!

Third, the day of the "pointing boss" gave way to the "working boss,” creating an environment where product and service information had to be found quickly, easily, and efficiently.

The answer had already begun to migrate onto the desktops and laptops on every business decision maker’s desk, the Internet. Rather than leaf through business publications and old-fashioned buyers guides, buyers turn to the Internet for quick, ‘at your fingertip’ solutions to their company’s needs. Enter the new media, digital media; the solution for expeditious information acquisition.

So, off we went into the worlds of commercial woodworking, wood finishing and countertop fabrication and installation. We created three portals;, and We married them together with a gigantic, precise, in-depth database called productIQ. Our theory, that those in cabinets and furniture, those in countertop fabrication and installation and those in wood finishing would absorb each of these unique business practices into a single company. Yes, we had skeptics and to this day we still do.

Last summer we asked a major university to survey commercial woodworkers, finishers, and countertop professionals to determine the degree these business functions were blending together. In July of 2012 more than 4,000 of our 40,000+ members confirmed everything we originally thought. That 82-page report packed with statistical information is available today. If you would like a copy, send me an email at

And still we have our skeptics.

However, this week's announcements (the week of January 21, 2013) concerning the new marriage between NKBA, NAHB and the expanded relationship between IWF, ISFA once again prove that we've been correct all along. While some might say these strategic partnerships were created strictly for the survival of their respective organizations, we say it's high time that trade shows and conferences have come to the realization that there is no longer such a thing as a completely vertical industry.

Our study shows things have gone even further than we expected. Today almost 10% of those who come to our portals for information are contractors. Reconnaissance in the marketplace confirms that contractors are cutting out suppliers and now fabricating, purchasing and installing cabinets and countertops themselves. This group that once relied on subcontractors has now found it necessary to "go the distance on their own" in order to maintain a healthy margin while remaining competitive in the bidding process.

So what does this mean to you? If your business is in one of these groups, rest assure the information you need on tactics, techniques and education is found on the portals of NueMedia's Wood Group. Products and services available for purchase from suppliers is easily accessible through productIQ

If you are a supplier of these products and services, at no time has become more important for you to be sure your free company and product listing and descriptions are up to date. It costs nothing except the effort to get the job done.

If you are to thrive in the world of digital media, if you are to remain competitive in the 21st century, if you wish for your company to continue to grow in the future, then it is time you to face the fact that marketing is no longer just running an ad in a magazine. The days of print media are numbered. The dawn of digital media is upon us.

Here at NueMedia we stand ready to serve your needs. Whether you’re supplier or practitioner we are part of your future. The only question you need ask is, "WHEN!”

  Comment on this story

Truer Words Were Never Spoken
Created by CJ Scott in 1/29/2013 4:51:04 AM
Wow! This is an amazing article. Spot on! The kind of customer that buys from us has changed. We used to sell to finishers. Now its cabinet makers, contractors and builders too. We can't afford to advertise in a bunch of magazines to reach all these different groups. Nobody reads them anyway. Everybody comes to our website. So why are we still spending the bulk of our budget on print and not what's bringing in the custoerms? It's like a bad habit that's hard to give up.

It's time to take the leap. If our customers reach us through the web, then we have to make it easier for them to find us ... through the web. This is common sense. Thanks for sharing your insights. I'll email you to get a copy of the study that was done. I'll also check the listing you mentioned. (I'd rather not identify our company because it's embarrassing to let others to know we have been slow to respond.)

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