August 25, 2025 • 41 mins
Gary Reichert, owner of Shield Wall Media, joins Jared Ledford on the Steel Kings podcast to reveal the powerful strategies behind his company's success in construction industry publishing and trade show management. What began as a job selling advertising has transformed into ownership of a media conglomerate that's reshaping how construction professionals connect and do business.
Shield Wall Media has found remarkable success by focusing on underserved market niches within construction. Their flagship publications - including Rural Builder (celebrating nearly 60 years), Frame Building News, Metal Roofing Magazine, and Roll Forming Magazine - provide specialized content unavailable elsewhere. But what truly sets them apart is their approach to trade shows, particularly the upcoming Construction Role Forming Show in Dayton (October 1-2).
Unlike typical industry events that welcome anyone with an entrance fee, Shield Wall's shows strictly target qualified attendees who possess real purchasing power. "We go for the people that sign in front of the check, not the back of the check," Reichert explains, ensuring exhibitors connect with potential customers capable of making substantial purchases. This laser-focused approach has yielded impressive results, with manufacturers reporting closing significant deals directly at these events.
Transparency permeates everything Shield Wall does. They provide complete attendee lists to exhibitors at no additional charge, donate all entrance fees to charity (over $30,000 last year), and produce detailed industry data reports broken down by region - filling crucial information gaps for specialized construction segments typically overlooked by broader market analyses.
Perhaps most fascinating is Shield Wall's newest initiative: children's books about construction trades. With "Max Builds a Metal Roof" nearing publication, this innovative approach addresses the critical shortage of young people entering the trades by creating positive emotional connections early in life, potentially inspiring future career interests while helping family-owned construction businesses build meaningful connections with the next generation.
Ready to experience the Shield Wall difference? Visit constructionroleformingshow to register for their upcoming event and discover why industry professionals consider their trade shows the most productive in the business.
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This episodes Sponsors:
Studio Sponsor: J Money LLC
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
INTRO (00:00):
Hey, this is Joel Olney at J Money in the heart of the
Buckeye State, and I want topersonally welcome you to
today's episode of the SteelKings podcast with my good
friends Jared Ledford and EricOlson, better known as the Steel
Kings.
Be sure to check out jmoneyllc.
com for financing solutions foryour buildings.
(00:21):
And now let's get back to theSteel Kings podcast for your
buildings.
Jared Ledford (00:26):
And now let's get back to the Steel Kings podcast
.
Hey, what's up guys?
This is Jared Ledford with theSteel Kings podcast.
Back at you with anotherepisode.
We are coming to you live fromUrbana, Ohio, and we've got a
special guest today.
Eric is on assignment.
He is actually doing God's workin Belize this past week and
doing some mission work thisnext week as well, so he is
(00:47):
enjoying his summer vacation andI am back at you with another
episode.
We are going to get into ithere shortly, but, as always,
we're going to do somehousekeeping.
At the beginning of the episode.
We're going to give a call outto our ad sponsors today, which
is VersaBend.
You guys know these guys.
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(01:08):
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(01:29):
If you're out of state, thereis no tax.
Shipping runs around $600,depending on your location.
Check out the guys over atVersabend and those guys are
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At csccarport.
supply, call 864-446-3645.
Tell Wendell that the SteelKings sent you.
I am having a particularly goodday.
It is Monday, July the 21st.
(01:50):
You are going to be gettingthis podcast probably about two
weeks after I record it, so Ihope you guys have a really good
week.
This week I have got a specialguest.
I met this guy I guess it'sbeen about two years ago now.
We met at one of his tradeshows and we just bonded a
little bit and love thepublications, love the content.
(02:12):
Gary Reichert from Shield WallMedia is going to be joining us
in the studio here and justwanted to give a proper thank
you up front to Gary for comingon the podcast.
We're going to go ahead and gethim in the studio, Gary, can
you see us?
Gary Reichert (02:27):
Hey, Gary, how you doing.
Jared Ledford (02:28):
Hey, man, I'm good.
How are you?
It's good to have you here inthe studio, man.
Thank you On a Monday.
Gary Reichert (02:34):
If there's any barking, it's not me.
My assistant is wanderingaround here someplace and
decided that he wants attention.
Jared Ledford (02:40):
I understand.
I so I understand, I understand.
We'll take all the guests.
Gary Reichert (02:43):
Unsolicited commentary.
Jared Ledford (02:45):
That's okay, we'll take all the guests we can
get.
Man, I was just telling thelisteners there how we met a
couple years ago at the GarageShed Carport Expo.
Yep, we had a beautiful time inKnoxville and got to know each
other a little bit, chatted backand forth and just mutual
connections brought us backtogether recently, yeah, and
thought it'd be interesting toget you on the podcast and, uh,
(03:07):
maybe share a few minutes withyou here, uh, and just talk
about what you got coming up.
We, uh, we of course have beenhyping up the roll former show.
It's going to take place inDayton and, uh, just thought you
might be able to walk usthrough a little bit about
Shield Wall media, a little bitabout yourself and how you are
impacting the industry and thankyou um, yeah, absolutely yeah,
(03:30):
uh well, can you spare me just asecond.
Gary Reichert (03:34):
I'll, oh yeah, get him in some place.
It'll be a little quieter.
Jared Ledford (03:37):
Gary, take your time, brother, we are.
We are in no hurry, so I'llkeep you guys abreast.
To it, Gary runs, uh, shieldwall media, which is a media
conglomerate that does a lot ofthe trade publications that you
guys are well aware of theConstruction Role Forming Show,
the Post Frame Builder Show, theRural Builder Show, several
different magazines, includingthe Plane Builder just a
(04:06):
plethora of different thingsthat Shield Wall is bringing to
the industry and really takingus places.
That I don't think 10 years ago, five years ago, we just didn't
see the kind of traction thatwe're seeing now in the steel
building, shed, pole barn, youname it.
Gary touches all thesedifferent industries and he's
such a impactful player in whatwe do so it was imperative that
(04:29):
I get him on, you know, to talkto us and just tell us a little
bit more about what he does.
So, Gary, I was just giving himthe overview of Shield Wall and
all that.
Well, thank you, kind of pickup where I left off.
Yeah, absolutely.
Gary Reichert (04:40):
Yeah, but no, I acquired this about six years
ago, went from three magazinesto right now like six.
Getting into some consumerstuff with Build my Barndo,
which is a digital-onlypublication at buildmybarndo.
com.
Getting fingers into everythingyou can think of, from data
generation to actually justlaunching a line of children's
(05:02):
books, which is kind of cool.
And then trade shows, magazines, all kinds of things.
The one that you mentionedactually the next one in date in
the construction role formingshow is especially a good one
for manufacturers, because mostof the manufacturers that you
see at a trade show the peoplethat pay for a booth can't sell
(05:24):
to 90% of the people walking thefloor.
The people walking the floor aretypically contractors or
builders or people looking tobuy, for example, a 20-pound box
of screws or a couple of them.
They're not equipped to buy inpallet loads, container loads,
truck loads, pallet loads,container loads, truck loads.
(05:47):
And the whole reason that theroll forming show started was if
you can put a half milliondollars into a line of roll
forming equipment, you canprobably buy in a pallet load,
container load or truck load.
So not that we don't love thepeople that drive nails, we just
don't particularly want them atthat show and if you're a
manufacturer and you actuallywant to show due to do business,
(06:07):
that we somewhat discourage theactual people that drive the
nails and our elevator pitches.
We go for the people that signin front of the check, not the
back of the check.
Jared Ledford (06:21):
Yep.
So, and I and I can attest, andI can attest to that.
I think that your shows arespecifically set up for that
type of audience where businessis going to be done face-to-face
.
A lot of handshakes, a lot ofopportunities for these
manufacturers and conglomeratesto really make the connections
that they're not always going tobe able to make.
(06:42):
That's kind of where you'regetting at, right, Gary.
Gary Reichert (06:45):
Yeah Well, I mean , and for both sides if you're
looking at buying a role former,say you're going to start a
role forming shop and you arewalking around a show that
includes everybody and theirbrother, the chances that you're
going to get the 10 or 15minutes undivided attention from
the engineer or the salespersonat whatever the company is
(07:10):
pretty slim, because they haveto be able to bop around and
talk to everybody.
But I've actually had people atmy show.
One of the best complimentsthat I had was there was a
gentleman from a company thatmakes role formers that said I
had somebody show up with aschematic for a panel and a
deposit check and he goes.
I've never had that happen atanother show.
(07:31):
So, it's something where it's ashow to do business at.
It's not a show to just go andsocialize and I mean that's part
of it too but the people thatare coming in, it's about a
qualified audience.
Jared Ledford (07:48):
Yeah, and that's the problem with a lot of these
trade shows, is they?
They really just become kind ofa, you know, meet up with
everybody, have some drinks andno real business gets done.
And while that's, you know,there's room for that, I guess
in the industry.
Certainly, these are.
These are more qualifiedconversations.
Like you said, these are goingto be getting business done.
(08:08):
I mean, I know that Wendell andthe team over at VersaBend are
excited to see us.
This will actually be the firsttime we've met in person, and I
feel like some of theconnections that we've made have
probably been directly throughyou, Gary.
Some of the connections thatwe've made yeah, I mean some of
the connections on the metal,the post frame, the wood side I
mean a lot of that came directlyfrom going to your trade shows
(08:28):
and I can speak from a from avery qualified position in
saying that that work gets donethere and I can value that as
somebody who doesn't like totravel now.
With the rule forming show, ittakes place October 1st and 2nd
in Dayton, so it's right in ourbackyard.
We're like about a half an hourfrom there right now where I
sit.
I couldn't be more stoked aboutthat because obviously I can
spend the night at the house andbe right back the next day and
(08:51):
have a great time.
That just makes it easier on me.
But I'll tell you I'm lookingforward to it, man, and I think
that it's a great opportunityfor those of you out there
listening who are in themanufacturing space, large scale
, want to get some business done.
This is not just going to be adrink and socialize hour.
This is going to be try to getsome business done so I can
(09:11):
value that man.
Gary Reichert (09:13):
And if anybody has any questions, I mean
naturally, feel free to reachout to me, because we do a
number of things with our shows,too, that are unique.
One of the big ones is thatafter the show, any exhibitors
get the full attendee list at nocharge, and nobody else does
that, so that does two things.
One of the one it makes you ableto follow up.
(09:34):
The other thing that it does isit lets you know that we're not
giving you a line of BS aboutour numbers, because anytime you
go to a show, I'm not going toname specific names, but I've
been involved with shows thathave inflated their numbers by
two to three- fold.
And nice thing is if you getall the names of everybody that
(09:58):
walk through the door.
We can't do that because youknow who they are yeah, it's
hard to argue.
Jared Ledford (10:06):
it's hard to argue when you got black and
white.
Fact and I will say you knowthat's the whole value
proposition in going to a tradeshow is how many people you may
be able to interact with, howmany different businesses, how
many different.
You know bites at the apple, ifyou will, you're going to have.
So, you know, when you, whenyou see these trade shows, you
have to know that there'stransparency involved with
(10:26):
shield wall.
I think that's probably why Imean and I've know you've heard
me say this, I know others haveheard me say it too I really
prefer to go to your shows overthe others out there and, like
you said not going to nameanything specific I've had a
good time at lots of trade shows, but I can tell you
(10:49):
unequivocally, without question,I have done the most business
at Shield Wall shows over thelast three years.
As a matter of fact, I can.
I can tell you the relationshipthat the Steel Kings have with
Shed Geek.
The whole reason this podcastexists a lot of it has to do
with being at the right place atthe right time at a Shield Wall
show, with professionals, andhaving the time and the
wherewithal to get the businessdone and we wouldn't be in,
(11:10):
honestly, we wouldn't be on thiscall.
The Steel Kings podcast wouldprobably not exist with 99%
certainty if we had not attendedthat show in Knoxville.
So, for that I am immenselythankful, and I've said that,
but I mean it.
I mean I can tell you, if you,if you doubt going somewhere
because, well, I've gone totrade shows before and it's not
for me, it's just not.
(11:30):
You know, I don't, I don'tintermingle.
Well, these are all people whowant to come and work, these are
all people that have a productor service that they want to
discuss with you, and they arefocused on the role forming.
This specific show is roleforming, industry based.
So, you're talking role formingmachines, anything that you
would use in a steel setting,whether you're making sheeting
siding, whatever it is roofing,whatever, whatever industry
(11:54):
you're making, sheeting siding,whatever it is roofing, whatever
, whatever industry you're in.
This is going to be aone-size-fits-all kind of a kind
of a show for you.
Gary Reichert (11:59):
So yeah, I mean, and anything that you're looking
at, component wise too, becausethere'll be door manufacturers,
faster manufacturers,underlayment, um the machines
naturally coil and all kinds ofthings.
So, it's, it's a pretty, it's apretty good resource.
Jared Ledford (12:17):
Yeah, yeah, I'd say so.
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Jared Ledford (14:10):
You guys do.
Is it three shows a year?
Now you guys are doing.
Gary Reichert (14:14):
We do three right now and actually we're
investigating some things.
So, there's some stuff withthat that I don't really want to
.
Oh yeah, no, no worries.
Going to a whole lot after thebeyond the role forming show,
but I mean, that's our oldestone and that's the one with the
clearest focus and the biggestdifference between what we do
(14:36):
and what anybody else does.
Jared Ledford (14:39):
Well, I know we personally are looking forward
to being there.
We're looking forward to beinga part of that.
Like I said, Dayton, Ohio,October 1st and 2nd.
The Dayton Convention Center iswhere you will find the
construction role forming showand Shield Wall Media.
Gary will be there.
I'll be there, along with othersuppliers, manufacturers, lots
of people to make contact with,so we're looking forward to that
(15:02):
.
I know that you just got donewith the Post Frame Builder Show
in Mannheim.
I know you are super connectedon the post frame side of things
.
For those of you who don't know, I want to let Gary.
I want to give him some time.
The magazines are really cool.
I actually just got my.
I actually just got my mostrecent source book, number 17,
(15:25):
right here and this is fromrural builder.
These are free of charge, right, Gary?
You don't.
You don't charge anything forthese.
Gary Reichert (15:32):
Yeah, we're trade publications.
So basically, as long as you'rein the construction trades, the
advertisers want to reach youIf you're considered a qualified
audience enough thatessentially the people that
support us by your subscriptions.
So, all you need to do is youcan either go online to
wwwshieldwallmedia.
com and fill out a request for asubscription, or, if you get a
(15:57):
hold of one of the magazines,there's a subscription form in
all of them.
Or, barring that, we've gotforms at the shows, so stop by
our show and fill one out there.
Jared Ledford (16:06):
Yeah.
I can tell you these are reallygood sources too.
There's a ton of good contentin these magazines and again,
they'll ship them to you.
They'll go ahead and send themright to you, yeah, so I mean, I
think that that's somethingthat, for those of you who are
not getting them, you should be.
We want to make sure that youget contacts for that.
We'll upload all of that on oursocial media just to make sure
(16:29):
that you guys have a good sourcethrough shield wall to get
copies of the magazines, becausewe love getting them here.
I know the guys.
We do a little bit ofeverything right.
We do post frame.
You first talk about steelbuildings and sheds.
We do a little bit ofeverything.
So, I like the source books, Ilike the ones that are a little
bit more analytical.
Um, there's one where you guyssend a lot of stats out and I
keep that copy yeah, we do.
Gary Reichert (16:54):
Uh, that's one of the other things that we're
getting into.
We're getting into datageneration.
Yeah, because, excuse me, theuh if you look at traditional
sources for industry data forthe niches of construction we
serve, there's nothing there.
I mean, there's nothing usefulas far as post frame, there's
nothing for cold form steel.
There's generic overall stufffor business, but unless you're
(17:21):
looking at single familyresidential with a broad brush
or some other big, you can't getanything.
And we put out a CSIConstruction Survey Insights
annual.
That comes out first quarterevery year and what we do is we
have a proprietary survey thatwe send out.
(17:41):
We've been sending it out foryears so we can track trends
over time and in addition to thesurvey results, we also
interview people in the industry, talk to some economists and
other things along those lines.
The book will actually have anindividual section dedicated to
all the markets that we servespecifically.
(18:03):
So, there'll be a section onmetal roofing because we have
Metal Roofing Magazine.
There'll be a section on lowrise residential, ag and
commercial construction forrural builder.
There'll be a sectionspecifically on post frame.
There'll be a sectionspecifically on metal forming
and roll forming forconstruction because of roll
(18:25):
forming magazine and each one ofthose have a section altogether
.
The magazine is I think thisyear it was, I think it was 112
pages, yeah, so it's somethingthat's pretty substantial and
that is free of charge toanybody that subscribes to any
of our magazines, or you canalso find it online.
All of our publications havetheir own websites and if you go
(18:47):
to ruralbuildermagazine.
com, it's in the past issues andyou can actually click on it to
see what it looks like.
Jared Ledford (18:54):
There's a lot of really useful information in
that book and what I like aboutit is that information is coming
directly from those like us.
You reach out.
I think is it quarterly thatyou reach out or it might be
monthly now, but I think it isquarterly that you guys reach
out to all the subscribing basewith surveys and questions and
you want to all the subscribingbase with surveys and questions
and you want to know the trendlines.
(19:14):
You want to know what's goingon in the industry.
You want to know is business upor down?
What are you seeing right now?
What are some of the new things?
And I've gotten a lot of tipsand tricks directly from those
magazines.
I can tell you in ways that Iwouldn't have expected to be
completely honest expected to becompletely honest.
Gary Reichert (19:36):
So, and something that we do too is we can
actually do proprietary surveysif people have a specific
question about a specific thing.
One of the ones, one of theones that we typically do, is we
do a metal roofing colorsurvey, and we'll run an article
every year that says whichcolors are popular.
And the thing that we do that'sdifferent is we break it down
by region, because there's a lotof.
(19:59):
If you talk to the metalmanufacturers, the people that
sell coil, they can tell younationally what's popular.
But there's things.
For example, there's a regionof the United States where last
(20:20):
year the most popular color forroof was blue.
Most of the other sections ofthe United States, blue is dead
freaking last.
And then there's other stufflike galvalume too, galvalume or
a natural coating.
There's some regions wherethat's going to be top of the
list, and then other placeswhere people look at that and go
what the heck are you thinking?
So, there's, there's thingslike that.
And then two, if there'sanybody that has specific market
(20:43):
information they're looking for, like we did one a while ago
related to frame building news,we did a survey on the size
footer plates people use and theonly restriction that we have
is, whenever we do a survey likethat, if somebody else comes up
with an idea, is that we'refree to use the article,
whatever data we generate in anarticle.
(21:05):
So if anybody's got a great ideafor a question to ask, shoot it
over to me and we'll get yoursurvey and I'll share the
information with you and we'llprobably run it in one of the
magazines, because we're always,always looking for things like
that, because one of the one ofthe most limiting factors in
trying to develop a business isgetting good data, and
especially whenever you're in aniche, because the stuff that
(21:25):
applies to us doesn'tnecessarily apply to everybody
else.
Jared Ledford (21:29):
And, yeah, I find myself.
I find myself in that trick baga lot.
You know, know we, we've talkedabout it a couple of times.
You know steel buildings andwood sheds.
It's a tough market.
It's a tough market to crack,it's a tough market to deal with
.
Um, personalities on both sidesof those industries, both good
and bad, um, I can't speak of,you know of anybody in
(21:49):
particular that I wouldn't wantto do business with, but there's
several that come to my mindthat think, okay, I'm going to
avoid them.
You know what I mean.
Steel building specifically.
We all know the challengesinvolved there.
What do you see on your end?
I know there's been somerebranding, there's been some
changes.
Post frame is really your nicheand role forming is really your
(22:17):
niche and role forming.
And what, what specifically?
What is the one key targetaudience that shield wall is
looking at going into the end ofthis year, into the next year?
Gary Reichert (22:21):
well, see, we don't.
We've got several targetaudiences and one of the one of
the things and see, that's.
That's basically the reasonthat we can expand into new
magazines, because if you everwatch Shark Tank, Kevin O'Leary
is on there and he calls peoplea cockroach and basically what
(22:42):
he means is that if somebodyfinds a niche, that isn't
necessarily a huge niche, butonce they get in and they get
dug in, nobody's going to touchthem.
And that's kind of what weshoot for and typically what we
look for to expand it into.
Like when we expanded into roleforming magazine, there was no
(23:02):
real publication that coveredrole forming for construction.
There was Fabricator, butFabricator is looking at
something that's going to berunning a couple of million feet
a year.
It's not talking panels, we'retalking big manufacturer like
automotive industry and thatkind of thing.
There was nobody reallyspecifically for the stuff that
(23:25):
we do and that's done reallywell.
It's something where it's notthe biggest magazine in the
world it's only give or take16,000 subscribers but it's a
very targeted niche that for thepeople in our corner of the
world nobody else is going toget in barrier of entries too
(23:45):
high and that's kind of what weshoot for.
So, we've got a bunch ofdifferent target niches.
The one that we're actuallylooking at, trying to go after
going forward, really, is thecold-form steel, light-gauge
steel, building kind of thing.
And a big part of that isthere's a lot of overlap with
(24:08):
what we already do between rollbuilder and roll forming.
There's a lot of overlap withwhat we already do between role
builder and role forming.
There's a lot of overlap as faras components and things.
There's a lot of overlap withframe building news, because
it's the same end useessentially, as opposed to frame
building, just a differentoption.
(24:29):
So, if it's going, to needridge vents if it's going to
need cupolas.
If it's going to need doors andwindows, it's going to need
ridge vents if it's going toneed cupolas.
If it's going to need doors andwindows, it's going to need the
same kind of doors, doors,windows and various stuff.
So, there's, enough overlap,that we can.
Jared Ledford (24:45):
Take you back.
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Jared Ledford (25:48):
And that makes sense.
That makes sense from ourperspective too.
You know, that's the interestingthing about the Steel Kings
Even though we're the SteelKings, we dabble in wood frame
buildings, the post frame world,we dabble a little bit in wood
sheds, and that's really why Igravitated to Shield Wall.
Up front, from a, really acustomer turned, you know, I
would say we're, we're, we'refriends at this point right, I
(26:10):
mean, we, we've known each otherfor a couple of years now and
you know, I, I, that's why Ihave respect for people in the
industry like you, who just tellyou like it is right now, in
real time.
I think that's a lot of where Ilose some respect and some
ability to work with others iswhen they, when I know, they
tell me, you know, tell me twotruths and a lie, that kind of a
(26:31):
thing, and they all seem likelies, matter of fact, they are
all lies.
And I think that's where I losea lot of respect and the
ability to work with folks isthat in our industry, which Eric
and I started selling metalbuildings, eric six years ago,
me about four years ago nowmetal buildings and wood sheds
(26:51):
into post frame and all theseother avenues that we're doing,
but really, what we figured outin no short order is that you're
only as good as your word.
Gary Reichert (27:01):
And.
Jared Ledford (27:01):
I think that and I think that that's something
that I appreciate a lot aboutyou and your team over at shield
wall is it's not sugarcoated,it's black and white.
It's exactly the way it is everysingle time, and when I read
about it in one of the magazinesor in one of the publications,
I can tell you I take it aspretty much gospel truth every
time because it's vetted andit's coming from people that I
(27:22):
trust.
And that was one thing that Iwanted to make sure we called
out was this is a brand, and youknow 16,000 folks that
subscribe to the magazines andpublications.
Probably a good majority, ifnot all the people who are
listening are alreadysubscribers.
But if there are folks outthere who are new to the
industry, if you're listening tome for the first time, check
out Shield Wall.
(27:42):
I promise you you're not goingto miss out anymore.
If you're missing out, shieldWall is where you need to check
out.
Tell us about how they can signup to go to the construction
role forming show Gary uh, bestway or easiest way is the
website is really hard toremember.
Gary Reichert (28:01):
It's construction role forming show.
com.
There you go and that'll putyou to a sub- page on role
forming magazine's website thatyou can just enter your stuff
and sign up.
If you pre-register, it's 50.
It's also 50 at the show.
One other thing that we dothat's a little bit different
(28:23):
than any, than most other peopledo is all the attendance gate
that we get we donate to charity.
Last year all the money that wegot from the door was donated
to different disaster reliefsome for the Helene stuff, some
for the Hawaii stuff.
But last year we gave away alittle over $30,000 to charity
(28:45):
to help people rebuild.
So, it's something where, yeah,it's $50, but it's $50, that's
going for a good cause.
It's not going to the buy Garya boat fund, it's going to help
people.
Yeah.
Jared Ledford (28:59):
And you give us plenty of.
I mean there, there's a prettygood perk at the end of the show
, right, you want to.
You want to let them in on thatlittle secret, Gary.
Gary Reichert (29:07):
With the?
Okay, it depends on which wayyou're talking about.
Are you talking about the, thesocial or what?
Jared Ledford (29:14):
Yeah, yeah.
Gary Reichert (29:19):
So, at some of the shows we do, we do socials
after.
Yeah Well, the on the way ourshows are all two day shows.
One thing I haven't been inthis industry.
I've been in this industry forway too long, which is a
different story.
I went.
I went from being an ad salesguy to owning the company over
the course of about 20 years.
Jared Ledford (29:36):
We should have touched base on that, because
you've got an impressive story.
That part of it impressed metoo.
Gary Reichert (29:43):
Well, it just basically I was too dumb to
leave and the I mean WorldBuilder, Frame and World
Builder's been around for goingon 60 years.
Frame Building News has beengoing on 55.
Metal Roofing is going forabout 30.
And Roll Forming Magazine is aninvention of mine and it's
relatively new.
(30:03):
It's not quite seven years old.
And I started out just doing adsales because I went through a
divorce and I needed a job andif I'd have stayed in the field
that I was in I'd have had torelocate away from my kid, Went
into a brand new field, startedselling advertising in a
magazine, got lucky and kind offigured out what I was doing and
(30:25):
then, through the course ofdifferent things, somehow I just
ended up owning the freakingcompany.
Jared Ledford (30:34):
So now, we do things the way that I want.
Yeah, we do things the way Garywants.
That's what I was going to say.
You've told me that before.
Gary Reichert (30:39):
So when you?
Jared Ledford (30:39):
own it.
You can make the decisions.
Gary Reichert (30:42):
Well, and that's one thing that is interesting,
because one of the challengesthat a lot of other trade shows
have is they're run by boards ofprofessional associations.
Anytime you've got a board,you've got however many people
are on the board, that's howmany different agendas that you
(31:02):
have, and those are it's drivenby the board members agendas,
typically not the agendas of thepeople that exhibit at and or
attend the show.
Yeah, nice thing is the onlypeople that I have to answer to
are the people that buy boothspace and the people that walk
the floor, and if I can keepthem happy, everything goes well
(31:25):
, you can keep them happy.
Jared Ledford (31:27):
They keep coming back, and that's the idea here
is they're return customers,they become subscribers to the
magazine.
Then that's the idea here isthey return customers, they
become subscribers to themagazine.
Then they hit the other tradeshows.
They may expand there.
Like us, we started out insteel buildings and wood sheds.
We've expanded over to polebarns.
A lot of that has to do withexperience that we accumulated
at a Shield Wall show, seeingwhat we could do as business
(31:49):
owners to take the next step inour in our process as business
owners.
So, I can tell you that's areally cool thing.
That's a really cool thing thatI can speak from experience,
and I can share that with anyonelistening.
It's a serious thing and Ireally appreciate that time.
Tell us about the, tell usabout the kids books.
We were talking about that onthe phone and you brought it up
(32:10):
at the beginning of the show,but I wanted I wanted to hear
about the, the kids books, againand I wanted you to share that
with everybody it's kind ofexciting and it's kind of fun.
Gary Reichert (32:19):
Um, and one of the challenges that everybody
recognizes and nobody knows whatto do anything about is the
lack of people going into theconstruction trades.
And there's a lot of greatorganizations like mike, the
micro works foundation, thatdoes scholarships for people
that are going in theconstruction trades.
(32:40):
Uh and we've actually workedwith them for probably four
years we do profiles on thepeople that win scholarships.
We try to help them where wecan.
They're much bigger than we are, but I mean as far as getting
scholarships and doing goodstuff.
There's other organizationslike team rubicon.
That is work.
They do disaster relief, butthey're also working on
(33:02):
education for veterans to try toget them into the construction
trades, and there's a lot ofpeople trying to get that kind
of curriculum back into schools,but nobody's was doing anything
for kids and if you listen tosomebody that does developmental
psych stuff, people get about60% of everything they learned
(33:23):
by the time they're five or sixyears old.
Yeah.
So having a positive emotionalconnection to the construction
trades might help those peopleactually look at that as a
viable career whenever they getolder.
So I got a bright idea we had amy mascot made into an avatar
for swag for our shows.
Uh, the one, the one thatactually had to put out the
(33:46):
malamute, that was talking to me, um, so we, we had him made
into a cartoon doc and then, Iwas looking at that one day and
it was just like that would makea decent children's book and
we've got a couple of them inthe works.
And whenever I went around andtalked to people, I called up a
(34:07):
couple of people that are on myshort list of people that it's
like hey, Gary's got a good idea, tell me exactly why this is
stupid.
And I was.
I was figuring that it would besomething that would be a hard
sell and everybody would be whatthe heck are you thinking?
And pretty much everybody thatI talked to was like holy cow,
that's awesome.
How do we get involved?
(34:27):
Yeah and with yeah when I firstheard about it.
Jared Ledford (34:31):
That was my thoughts.
I thought, man, this is akiller idea.
I thought, man, why has nobodyelse thought of this?
And I thought, well, Gary's theone with all the good ideas,
and it would be Gary that wouldcome up with something like this
.
Cause I've got three youngdaughters and you know, just
like you said, a kid'sperceptions are made at that
young age.
A kid's, you know, I want to bewhatever I want to be when I
(34:54):
grow up, and they stick withthat.
You know, I would have neverguessed in 100 years.
I would want to be a metalbuilding salesman or pole barn
salesman or whatever.
But I can tell you, I found theindustry that I have absolutely
been looking for my entireadult life.
When I found the industry I'min now, but I can't imagine what
it would have been if I wouldhave seen it or even been
(35:15):
exposed to it at a young age.
I might be a you know, atradesman or someone that
actually was able to manufacturethese buildings rather than
just sell them, and I think thatthat is something that is
extremely valuable to the youthof America, especially when we
know that the youth is notgetting all of the right
information all the time.
This is something that's goingto be good for them.
Gary Reichert (35:37):
The other part of it too is I'm old Okay, I'm to
the point where most people myage are thinking about retiring
or whatever and the number ofcalls that I get from people
that have construction companiesor businesses that involve
something involving manual laborwhether they're roofers,
(35:59):
contractors, role formers,whatever that say I don't know
what to do because my kiddoesn't want the business.
Yeah, it's off the charts.
Yeah, Is off the charts andgiving the.
(36:19):
I mean I literally have acouple of people that have
called me, basically up in tearsbecause the family business.
They don't know what they'regoing to do with it.
And, granted, if you need abright idea, I'm probably not
the first person that you oughtto call.
But if you have the first bookthat's coming out is Max Builds
a Metal Roof, and that'sactually being laid out by my
designers right now and with alittle bit of luck, that will be
actually sent off to theprinter within the next two
(36:39):
weeks or so, so hopefully we'llhave copies of that by the
roll-forming show Awesome.
But if you've got a roofingbusiness and your son or
grandson or daughter orgranddaughter remembers sitting
on your knee with you sayingthis is Max, he can build
anything Today Max is going tobuild a metal roof and then your
(37:05):
business has.
It creates an ability for youto build value in your business
and in what you do with the kid,grandson, niece, nephew,
whatever sitting on your kneethat you're reading the book to.
Jared Ledford (37:21):
Yeah, you're generating that buy-in on that
legacy up front, and I thinkthat that's a lot of what we
miss out on these days withsocial media and all of the
things getting in our wayconstantly.
We are too worried abouteverything else when we should
be worried about what'simportant and most important in
front of us, which is family,neighbors, all of that kind of
(37:41):
thing.
And I think that the youth youknow I struggle with my kids a
lot because you know I want tobe able to provide them
something of a legacy.
You know I'm hoping it'll bewith Dayton Barnes and my other
business ventures.
I don't know if it will or not.
I've got one daughter who isextremely interested in what I
do and I have two that could notcare less about what I do.
(38:02):
They want to make sure that Ikeep that cell phone turned on,
they want to make sure I keepthose bills paid so they can
have fun with their friends andgo to the pool.
But maybe one follows in myfootsteps and I know that
there's a lot of listeners outthere running family run
businesses that would be veryinterested in something like
that.
So, I was very intrigued andglad when you brought it up.
(38:24):
I will tell you, man, it's beengreat having you on with me and
I think this is something thatwe should do a few times a year.
Anyways, just to refresh theaudience, let them know about
role forming magazine, let themknow about all the different
publications, because I can tellyou you're going to miss out If
you do not check us out.
(38:44):
We will be there at theconstruction role forming show
October one and two in Dayton,Ohio, at the convention center.
Hit me up on social media.
I'm Jared at the Steel Kings.
Via email I can get you all theinformation.
Check out the guys over atShield Wall Media, Gary and his
team, will be happy to set youup with whatever you need,
(39:06):
whether it be just coming andchecking the show out as a
patron.
We're looking for those in themanufacturing trades, anybody
that's working with metal orsteel.
Come check us out.
But I can tell you, Gary, it'sbeen a real pleasure.
Man, really Honestly.
Yeah, absolutely yeah, I'mgoing to clean up.
I'm going to clean up here atthe end, guys, you know me.
(39:27):
I always got to give a shout outto our sponsor, the team over
at J Money.
They will get you what you needas far as financing for your
customers.
Joel, he was at Farm.
Kid, he was from Northern Ohio.
I had 25 years in banking, apassion for craftsmanship.
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(39:49):
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My name is Jared.
As always, this is the SteelKings podcast.
I'm going to go ahead and checkout this week, but for Gary and
the team over at shield wall,check them out as well, and we
really appreciate you being here, Gary, and we will talk to you
soon, y'all get out there andyou're y'all get out there in
(40:32):
your communities and dosomething good this next week,
and we will be back at you nextweek with another episode of the
Steel Kings podcast, and wewill talk to you soon, guys,
peace out.
Talk to you later.
Gary Reichert (40:44):
Cool Bye.
OUTRO (40:46):
Before you go, the J Money team wants to thank you
for listening to today's SteelKings podcast.
Remember, money is king and ifyou need a financing option on
your portable wood sheds orsteel buildings, we are here to
help.
Just check us out at jmoneyllc.
com for more information anddon't forget to catch the next
episode of the Steel Kingspodcast and have a great day.
Hey, this is Joel Olney at J Money in the heart of the
Buckeye State, and I want topersonally welcome you to
today's episode of the SteelKings podcast with my good
friends Jared Ledford and EricOlson, better known as the Steel
Kings.
Be sure to check out jmoneyllc.
com for financing solutions foryour buildings.
(00:21):
And now let's get back to theSteel Kings podcast for your
buildings.
Jared Ledford (00:26):
And now let's get back to the Steel Kings podcast
.
Hey, what's up guys?
This is Jared Ledford with theSteel Kings podcast.
Back at you with anotherepisode.
We are coming to you live fromUrbana, Ohio, and we've got a
special guest today.
Eric is on assignment.
He is actually doing God's workin Belize this past week and
doing some mission work thisnext week as well, so he is
(00:47):
enjoying his summer vacation andI am back at you with another
episode.
We are going to get into ithere shortly, but, as always,
we're going to do somehousekeeping.
At the beginning of the episode.
We're going to give a call outto our ad sponsors today, which
is VersaBend.
You guys know these guys.
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(01:08):
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At csccarport.
supply, call 864-446-3645.
Tell Wendell that the SteelKings sent you.
I am having a particularly goodday.
It is Monday, July the 21st.
(01:50):
You are going to be gettingthis podcast probably about two
weeks after I record it, so Ihope you guys have a really good
week.
This week I have got a specialguest.
I met this guy I guess it'sbeen about two years ago now.
We met at one of his tradeshows and we just bonded a
little bit and love thepublications, love the content.
(02:12):
Gary Reichert from Shield WallMedia is going to be joining us
in the studio here and justwanted to give a proper thank
you up front to Gary for comingon the podcast.
We're going to go ahead and gethim in the studio, Gary, can
you see us?
Gary Reichert (02:27):
Hey, Gary, how you doing.
Jared Ledford (02:28):
Hey, man, I'm good.
How are you?
It's good to have you here inthe studio, man.
Thank you On a Monday.
Gary Reichert (02:34):
If there's any barking, it's not me.
My assistant is wanderingaround here someplace and
decided that he wants attention.
Jared Ledford (02:40):
I understand.
I so I understand, I understand.
We'll take all the guests.
Gary Reichert (02:43):
Unsolicited commentary.
Jared Ledford (02:45):
That's okay, we'll take all the guests we can
get.
Man, I was just telling thelisteners there how we met a
couple years ago at the GarageShed Carport Expo.
Yep, we had a beautiful time inKnoxville and got to know each
other a little bit, chatted backand forth and just mutual
connections brought us backtogether recently, yeah, and
thought it'd be interesting toget you on the podcast and, uh,
(03:07):
maybe share a few minutes withyou here, uh, and just talk
about what you got coming up.
We, uh, we of course have beenhyping up the roll former show.
It's going to take place inDayton and, uh, just thought you
might be able to walk usthrough a little bit about
Shield Wall media, a little bitabout yourself and how you are
impacting the industry and thankyou um, yeah, absolutely yeah,
(03:30):
uh well, can you spare me just asecond.
Gary Reichert (03:34):
I'll, oh yeah, get him in some place.
It'll be a little quieter.
Jared Ledford (03:37):
Gary, take your time, brother, we are.
We are in no hurry, so I'llkeep you guys abreast.
To it, Gary runs, uh, shieldwall media, which is a media
conglomerate that does a lot ofthe trade publications that you
guys are well aware of theConstruction Role Forming Show,
the Post Frame Builder Show, theRural Builder Show, several
different magazines, includingthe Plane Builder just a
(04:06):
plethora of different thingsthat Shield Wall is bringing to
the industry and really takingus places.
That I don't think 10 years ago, five years ago, we just didn't
see the kind of traction thatwe're seeing now in the steel
building, shed, pole barn, youname it.
Gary touches all thesedifferent industries and he's
such a impactful player in whatwe do so it was imperative that
(04:29):
I get him on, you know, to talkto us and just tell us a little
bit more about what he does.
So, Gary, I was just giving himthe overview of Shield Wall and
all that.
Well, thank you, kind of pickup where I left off.
Yeah, absolutely.
Gary Reichert (04:40):
Yeah, but no, I acquired this about six years
ago, went from three magazinesto right now like six.
Getting into some consumerstuff with Build my Barndo,
which is a digital-onlypublication at buildmybarndo.
com.
Getting fingers into everythingyou can think of, from data
generation to actually justlaunching a line of children's
(05:02):
books, which is kind of cool.
And then trade shows, magazines, all kinds of things.
The one that you mentionedactually the next one in date in
the construction role formingshow is especially a good one
for manufacturers, because mostof the manufacturers that you
see at a trade show the peoplethat pay for a booth can't sell
(05:24):
to 90% of the people walking thefloor.
The people walking the floor aretypically contractors or
builders or people looking tobuy, for example, a 20-pound box
of screws or a couple of them.
They're not equipped to buy inpallet loads, container loads,
truck loads, pallet loads,container loads, truck loads.
(05:47):
And the whole reason that theroll forming show started was if
you can put a half milliondollars into a line of roll
forming equipment, you canprobably buy in a pallet load,
container load or truck load.
So not that we don't love thepeople that drive nails, we just
don't particularly want them atthat show and if you're a
manufacturer and you actuallywant to show due to do business,
(06:07):
that we somewhat discourage theactual people that drive the
nails and our elevator pitches.
We go for the people that signin front of the check, not the
back of the check.
Jared Ledford (06:21):
Yep.
So, and I and I can attest, andI can attest to that.
I think that your shows arespecifically set up for that
type of audience where businessis going to be done face-to-face
.
A lot of handshakes, a lot ofopportunities for these
manufacturers and conglomeratesto really make the connections
that they're not always going tobe able to make.
(06:42):
That's kind of where you'regetting at, right, Gary.
Gary Reichert (06:45):
Yeah Well, I mean , and for both sides if you're
looking at buying a role former,say you're going to start a
role forming shop and you arewalking around a show that
includes everybody and theirbrother, the chances that you're
going to get the 10 or 15minutes undivided attention from
the engineer or the salespersonat whatever the company is
(07:10):
pretty slim, because they haveto be able to bop around and
talk to everybody.
But I've actually had people atmy show.
One of the best complimentsthat I had was there was a
gentleman from a company thatmakes role formers that said I
had somebody show up with aschematic for a panel and a
deposit check and he goes.
I've never had that happen atanother show.
(07:31):
So, it's something where it's ashow to do business at.
It's not a show to just go andsocialize and I mean that's part
of it too but the people thatare coming in, it's about a
qualified audience.
Jared Ledford (07:48):
Yeah, and that's the problem with a lot of these
trade shows, is they?
They really just become kind ofa, you know, meet up with
everybody, have some drinks andno real business gets done.
And while that's, you know,there's room for that, I guess
in the industry.
Certainly, these are.
These are more qualifiedconversations.
Like you said, these are goingto be getting business done.
(08:08):
I mean, I know that Wendell andthe team over at VersaBend are
excited to see us.
This will actually be the firsttime we've met in person, and I
feel like some of theconnections that we've made have
probably been directly throughyou, Gary.
Some of the connections thatwe've made yeah, I mean some of
the connections on the metal,the post frame, the wood side I
mean a lot of that came directlyfrom going to your trade shows
(08:28):
and I can speak from a from avery qualified position in
saying that that work gets donethere and I can value that as
somebody who doesn't like totravel now.
With the rule forming show, ittakes place October 1st and 2nd
in Dayton, so it's right in ourbackyard.
We're like about a half an hourfrom there right now where I
sit.
I couldn't be more stoked aboutthat because obviously I can
spend the night at the house andbe right back the next day and
(08:51):
have a great time.
That just makes it easier on me.
But I'll tell you I'm lookingforward to it, man, and I think
that it's a great opportunityfor those of you out there
listening who are in themanufacturing space, large scale
, want to get some business done.
This is not just going to be adrink and socialize hour.
This is going to be try to getsome business done so I can
(09:11):
value that man.
Gary Reichert (09:13):
And if anybody has any questions, I mean
naturally, feel free to reachout to me, because we do a
number of things with our shows,too, that are unique.
One of the big ones is thatafter the show, any exhibitors
get the full attendee list at nocharge, and nobody else does
that, so that does two things.
One of the one it makes you ableto follow up.
(09:34):
The other thing that it does isit lets you know that we're not
giving you a line of BS aboutour numbers, because anytime you
go to a show, I'm not going toname specific names, but I've
been involved with shows thathave inflated their numbers by
two to three- fold.
And nice thing is if you getall the names of everybody that
(09:58):
walk through the door.
We can't do that because youknow who they are yeah, it's
hard to argue.
Jared Ledford (10:06):
it's hard to argue when you got black and
white.
Fact and I will say you knowthat's the whole value
proposition in going to a tradeshow is how many people you may
be able to interact with, howmany different businesses, how
many different.
You know bites at the apple, ifyou will, you're going to have.
So, you know, when you, whenyou see these trade shows, you
have to know that there'stransparency involved with
(10:26):
shield wall.
I think that's probably why Imean and I've know you've heard
me say this, I know others haveheard me say it too I really
prefer to go to your shows overthe others out there and, like
you said not going to nameanything specific I've had a
good time at lots of trade shows, but I can tell you
(10:49):
unequivocally, without question,I have done the most business
at Shield Wall shows over thelast three years.
As a matter of fact, I can.
I can tell you the relationshipthat the Steel Kings have with
Shed Geek.
The whole reason this podcastexists a lot of it has to do
with being at the right place atthe right time at a Shield Wall
show, with professionals, andhaving the time and the
wherewithal to get the businessdone and we wouldn't be in,
(11:10):
honestly, we wouldn't be on thiscall.
The Steel Kings podcast wouldprobably not exist with 99%
certainty if we had not attendedthat show in Knoxville.
So, for that I am immenselythankful, and I've said that,
but I mean it.
I mean I can tell you, if you,if you doubt going somewhere
because, well, I've gone totrade shows before and it's not
for me, it's just not.
(11:30):
You know, I don't, I don'tintermingle.
Well, these are all people whowant to come and work, these are
all people that have a productor service that they want to
discuss with you, and they arefocused on the role forming.
This specific show is roleforming, industry based.
So, you're talking role formingmachines, anything that you
would use in a steel setting,whether you're making sheeting
siding, whatever it is roofing,whatever, whatever industry
(11:54):
you're making, sheeting siding,whatever it is roofing, whatever
, whatever industry you're in.
This is going to be aone-size-fits-all kind of a kind
of a show for you.
Gary Reichert (11:59):
So yeah, I mean, and anything that you're looking
at, component wise too, becausethere'll be door manufacturers,
faster manufacturers,underlayment, um the machines
naturally coil and all kinds ofthings.
So, it's, it's a pretty, it's apretty good resource.
Jared Ledford (12:17):
Yeah, yeah, I'd say so.
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Jared Ledford (14:10):
You guys do.
Is it three shows a year?
Now you guys are doing.
Gary Reichert (14:14):
We do three right now and actually we're
investigating some things.
So, there's some stuff withthat that I don't really want to
.
Oh yeah, no, no worries.
Going to a whole lot after thebeyond the role forming show,
but I mean, that's our oldestone and that's the one with the
clearest focus and the biggestdifference between what we do
(14:36):
and what anybody else does.
Jared Ledford (14:39):
Well, I know we personally are looking forward
to being there.
We're looking forward to beinga part of that.
Like I said, Dayton, Ohio,October 1st and 2nd.
The Dayton Convention Center iswhere you will find the
construction role forming showand Shield Wall Media.
Gary will be there.
I'll be there, along with othersuppliers, manufacturers, lots
of people to make contact with,so we're looking forward to that
(15:02):
.
I know that you just got donewith the Post Frame Builder Show
in Mannheim.
I know you are super connectedon the post frame side of things
.
For those of you who don't know, I want to let Gary.
I want to give him some time.
The magazines are really cool.
I actually just got my.
I actually just got my mostrecent source book, number 17,
(15:25):
right here and this is fromrural builder.
These are free of charge, right, Gary?
You don't.
You don't charge anything forthese.
Gary Reichert (15:32):
Yeah, we're trade publications.
So basically, as long as you'rein the construction trades, the
advertisers want to reach youIf you're considered a qualified
audience enough thatessentially the people that
support us by your subscriptions.
So, all you need to do is youcan either go online to
wwwshieldwallmedia.
com and fill out a request for asubscription, or, if you get a
(15:57):
hold of one of the magazines,there's a subscription form in
all of them.
Or, barring that, we've gotforms at the shows, so stop by
our show and fill one out there.
Jared Ledford (16:06):
Yeah.
I can tell you these are reallygood sources too.
There's a ton of good contentin these magazines and again,
they'll ship them to you.
They'll go ahead and send themright to you, yeah, so I mean, I
think that that's somethingthat, for those of you who are
not getting them, you should be.
We want to make sure that youget contacts for that.
We'll upload all of that on oursocial media just to make sure
(16:29):
that you guys have a good sourcethrough shield wall to get
copies of the magazines, becausewe love getting them here.
I know the guys.
We do a little bit ofeverything right.
We do post frame.
You first talk about steelbuildings and sheds.
We do a little bit ofeverything.
So, I like the source books, Ilike the ones that are a little
bit more analytical.
Um, there's one where you guyssend a lot of stats out and I
keep that copy yeah, we do.
Gary Reichert (16:54):
Uh, that's one of the other things that we're
getting into.
We're getting into datageneration.
Yeah, because, excuse me, theuh if you look at traditional
sources for industry data forthe niches of construction we
serve, there's nothing there.
I mean, there's nothing usefulas far as post frame, there's
nothing for cold form steel.
There's generic overall stufffor business, but unless you're
(17:21):
looking at single familyresidential with a broad brush
or some other big, you can't getanything.
And we put out a CSIConstruction Survey Insights
annual.
That comes out first quarterevery year and what we do is we
have a proprietary survey thatwe send out.
(17:41):
We've been sending it out foryears so we can track trends
over time and in addition to thesurvey results, we also
interview people in the industry, talk to some economists and
other things along those lines.
The book will actually have anindividual section dedicated to
all the markets that we servespecifically.
(18:03):
So, there'll be a section onmetal roofing because we have
Metal Roofing Magazine.
There'll be a section on lowrise residential, ag and
commercial construction forrural builder.
There'll be a sectionspecifically on post frame.
There'll be a sectionspecifically on metal forming
and roll forming forconstruction because of roll
(18:25):
forming magazine and each one ofthose have a section altogether
.
The magazine is I think thisyear it was, I think it was 112
pages, yeah, so it's somethingthat's pretty substantial and
that is free of charge toanybody that subscribes to any
of our magazines, or you canalso find it online.
All of our publications havetheir own websites and if you go
(18:47):
to ruralbuildermagazine.
com, it's in the past issues andyou can actually click on it to
see what it looks like.
Jared Ledford (18:54):
There's a lot of really useful information in
that book and what I like aboutit is that information is coming
directly from those like us.
You reach out.
I think is it quarterly thatyou reach out or it might be
monthly now, but I think it isquarterly that you guys reach
out to all the subscribing basewith surveys and questions and
you want to all the subscribingbase with surveys and questions
and you want to know the trendlines.
(19:14):
You want to know what's goingon in the industry.
You want to know is business upor down?
What are you seeing right now?
What are some of the new things?
And I've gotten a lot of tipsand tricks directly from those
magazines.
I can tell you in ways that Iwouldn't have expected to be
completely honest expected to becompletely honest.
Gary Reichert (19:36):
So, and something that we do too is we can
actually do proprietary surveysif people have a specific
question about a specific thing.
One of the ones, one of theones that we typically do, is we
do a metal roofing colorsurvey, and we'll run an article
every year that says whichcolors are popular.
And the thing that we do that'sdifferent is we break it down
by region, because there's a lotof.
(19:59):
If you talk to the metalmanufacturers, the people that
sell coil, they can tell younationally what's popular.
But there's things.
For example, there's a regionof the United States where last
(20:20):
year the most popular color forroof was blue.
Most of the other sections ofthe United States, blue is dead
freaking last.
And then there's other stufflike galvalume too, galvalume or
a natural coating.
There's some regions wherethat's going to be top of the
list, and then other placeswhere people look at that and go
what the heck are you thinking?
So, there's, there's thingslike that.
And then two, if there'sanybody that has specific market
(20:43):
information they're looking for, like we did one a while ago
related to frame building news,we did a survey on the size
footer plates people use and theonly restriction that we have
is, whenever we do a survey likethat, if somebody else comes up
with an idea, is that we'refree to use the article,
whatever data we generate in anarticle.
(21:05):
So if anybody's got a great ideafor a question to ask, shoot it
over to me and we'll get yoursurvey and I'll share the
information with you and we'llprobably run it in one of the
magazines, because we're always,always looking for things like
that, because one of the one ofthe most limiting factors in
trying to develop a business isgetting good data, and
especially whenever you're in aniche, because the stuff that
(21:25):
applies to us doesn'tnecessarily apply to everybody
else.
Jared Ledford (21:29):
And, yeah, I find myself.
I find myself in that trick baga lot.
You know, know we, we've talkedabout it a couple of times.
You know steel buildings andwood sheds.
It's a tough market.
It's a tough market to crack,it's a tough market to deal with
.
Um, personalities on both sidesof those industries, both good
and bad, um, I can't speak of,you know of anybody in
(21:49):
particular that I wouldn't wantto do business with, but there's
several that come to my mindthat think, okay, I'm going to
avoid them.
You know what I mean.
Steel building specifically.
We all know the challengesinvolved there.
What do you see on your end?
I know there's been somerebranding, there's been some
changes.
Post frame is really your nicheand role forming is really your
(22:17):
niche and role forming.
And what, what specifically?
What is the one key targetaudience that shield wall is
looking at going into the end ofthis year, into the next year?
Gary Reichert (22:21):
well, see, we don't.
We've got several targetaudiences and one of the one of
the things and see, that's.
That's basically the reasonthat we can expand into new
magazines, because if you everwatch Shark Tank, Kevin O'Leary
is on there and he calls peoplea cockroach and basically what
(22:42):
he means is that if somebodyfinds a niche, that isn't
necessarily a huge niche, butonce they get in and they get
dug in, nobody's going to touchthem.
And that's kind of what weshoot for and typically what we
look for to expand it into.
Like when we expanded into roleforming magazine, there was no
(23:02):
real publication that coveredrole forming for construction.
There was Fabricator, butFabricator is looking at
something that's going to berunning a couple of million feet
a year.
It's not talking panels, we'retalking big manufacturer like
automotive industry and thatkind of thing.
There was nobody reallyspecifically for the stuff that
(23:25):
we do and that's done reallywell.
It's something where it's notthe biggest magazine in the
world it's only give or take16,000 subscribers but it's a
very targeted niche that for thepeople in our corner of the
world nobody else is going toget in barrier of entries too
(23:45):
high and that's kind of what weshoot for.
So, we've got a bunch ofdifferent target niches.
The one that we're actuallylooking at, trying to go after
going forward, really, is thecold-form steel, light-gauge
steel, building kind of thing.
And a big part of that isthere's a lot of overlap with
(24:08):
what we already do between rollbuilder and roll forming.
There's a lot of overlap withwhat we already do between role
builder and role forming.
There's a lot of overlap as faras components and things.
There's a lot of overlap withframe building news, because
it's the same end useessentially, as opposed to frame
building, just a differentoption.
(24:29):
So, if it's going, to needridge vents if it's going to
need cupolas.
If it's going to need doors andwindows, it's going to need
ridge vents if it's going toneed cupolas.
If it's going to need doors andwindows, it's going to need the
same kind of doors, doors,windows and various stuff.
So, there's, enough overlap,that we can.
Jared Ledford (24:45):
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Jared Ledford (25:48):
And that makes sense.
That makes sense from ourperspective too.
You know, that's the interestingthing about the Steel Kings
Even though we're the SteelKings, we dabble in wood frame
buildings, the post frame world,we dabble a little bit in wood
sheds, and that's really why Igravitated to Shield Wall.
Up front, from a, really acustomer turned, you know, I
would say we're, we're, we'refriends at this point right, I
(26:10):
mean, we, we've known each otherfor a couple of years now and
you know, I, I, that's why Ihave respect for people in the
industry like you, who just tellyou like it is right now, in
real time.
I think that's a lot of where Ilose some respect and some
ability to work with others iswhen they, when I know, they
tell me, you know, tell me twotruths and a lie, that kind of a
(26:31):
thing, and they all seem likelies, matter of fact, they are
all lies.
And I think that's where I losea lot of respect and the
ability to work with folks isthat in our industry, which Eric
and I started selling metalbuildings, eric six years ago,
me about four years ago nowmetal buildings and wood sheds
(26:51):
into post frame and all theseother avenues that we're doing,
but really, what we figured outin no short order is that you're
only as good as your word.
Gary Reichert (27:01):
And.
Jared Ledford (27:01):
I think that and I think that that's something
that I appreciate a lot aboutyou and your team over at shield
wall is it's not sugarcoated,it's black and white.
It's exactly the way it is everysingle time, and when I read
about it in one of the magazinesor in one of the publications,
I can tell you I take it aspretty much gospel truth every
time because it's vetted andit's coming from people that I
(27:22):
trust.
And that was one thing that Iwanted to make sure we called
out was this is a brand, and youknow 16,000 folks that
subscribe to the magazines andpublications.
Probably a good majority, ifnot all the people who are
listening are alreadysubscribers.
But if there are folks outthere who are new to the
industry, if you're listening tome for the first time, check
out Shield Wall.
(27:42):
I promise you you're not goingto miss out anymore.
If you're missing out, shieldWall is where you need to check
out.
Tell us about how they can signup to go to the construction
role forming show Gary uh, bestway or easiest way is the
website is really hard toremember.
Gary Reichert (28:01):
It's construction role forming show.
com.
There you go and that'll putyou to a sub- page on role
forming magazine's website thatyou can just enter your stuff
and sign up.
If you pre-register, it's 50.
It's also 50 at the show.
One other thing that we dothat's a little bit different
(28:23):
than any, than most other peopledo is all the attendance gate
that we get we donate to charity.
Last year all the money that wegot from the door was donated
to different disaster reliefsome for the Helene stuff, some
for the Hawaii stuff.
But last year we gave away alittle over $30,000 to charity
(28:45):
to help people rebuild.
So, it's something where, yeah,it's $50, but it's $50, that's
going for a good cause.
It's not going to the buy Garya boat fund, it's going to help
people.
Yeah.
Jared Ledford (28:59):
And you give us plenty of.
I mean there, there's a prettygood perk at the end of the show
, right, you want to.
You want to let them in on thatlittle secret, Gary.
Gary Reichert (29:07):
With the?
Okay, it depends on which wayyou're talking about.
Are you talking about the, thesocial or what?
Jared Ledford (29:14):
Yeah, yeah.
Gary Reichert (29:19):
So, at some of the shows we do, we do socials
after.
Yeah Well, the on the way ourshows are all two day shows.
One thing I haven't been inthis industry.
I've been in this industry forway too long, which is a
different story.
I went.
I went from being an ad salesguy to owning the company over
the course of about 20 years.
Jared Ledford (29:36):
We should have touched base on that, because
you've got an impressive story.
That part of it impressed metoo.
Gary Reichert (29:43):
Well, it just basically I was too dumb to
leave and the I mean WorldBuilder, Frame and World
Builder's been around for goingon 60 years.
Frame Building News has beengoing on 55.
Metal Roofing is going forabout 30.
And Roll Forming Magazine is aninvention of mine and it's
relatively new.
(30:03):
It's not quite seven years old.
And I started out just doing adsales because I went through a
divorce and I needed a job andif I'd have stayed in the field
that I was in I'd have had torelocate away from my kid, Went
into a brand new field, startedselling advertising in a
magazine, got lucky and kind offigured out what I was doing and
(30:25):
then, through the course ofdifferent things, somehow I just
ended up owning the freakingcompany.
Jared Ledford (30:34):
So now, we do things the way that I want.
Yeah, we do things the way Garywants.
That's what I was going to say.
You've told me that before.
Gary Reichert (30:39):
So when you?
Jared Ledford (30:39):
own it.
You can make the decisions.
Gary Reichert (30:42):
Well, and that's one thing that is interesting,
because one of the challengesthat a lot of other trade shows
have is they're run by boards ofprofessional associations.
Anytime you've got a board,you've got however many people
are on the board, that's howmany different agendas that you
(31:02):
have, and those are it's drivenby the board members agendas,
typically not the agendas of thepeople that exhibit at and or
attend the show.
Yeah, nice thing is the onlypeople that I have to answer to
are the people that buy boothspace and the people that walk
the floor, and if I can keepthem happy, everything goes well
(31:25):
, you can keep them happy.
Jared Ledford (31:27):
They keep coming back, and that's the idea here
is they're return customers,they become subscribers to the
magazine.
Then that's the idea here isthey return customers, they
become subscribers to themagazine.
Then they hit the other tradeshows.
They may expand there.
Like us, we started out insteel buildings and wood sheds.
We've expanded over to polebarns.
A lot of that has to do withexperience that we accumulated
at a Shield Wall show, seeingwhat we could do as business
(31:49):
owners to take the next step inour in our process as business
owners.
So, I can tell you that's areally cool thing.
That's a really cool thing thatI can speak from experience,
and I can share that with anyonelistening.
It's a serious thing and Ireally appreciate that time.
Tell us about the, tell usabout the kids books.
We were talking about that onthe phone and you brought it up
(32:10):
at the beginning of the show,but I wanted I wanted to hear
about the, the kids books, againand I wanted you to share that
with everybody it's kind ofexciting and it's kind of fun.
Gary Reichert (32:19):
Um, and one of the challenges that everybody
recognizes and nobody knows whatto do anything about is the
lack of people going into theconstruction trades.
And there's a lot of greatorganizations like mike, the
micro works foundation, thatdoes scholarships for people
that are going in theconstruction trades.
(32:40):
Uh and we've actually workedwith them for probably four
years we do profiles on thepeople that win scholarships.
We try to help them where wecan.
They're much bigger than we are, but I mean as far as getting
scholarships and doing goodstuff.
There's other organizationslike team rubicon.
That is work.
They do disaster relief, butthey're also working on
(33:02):
education for veterans to try toget them into the construction
trades, and there's a lot ofpeople trying to get that kind
of curriculum back into schools,but nobody's was doing anything
for kids and if you listen tosomebody that does developmental
psych stuff, people get about60% of everything they learned
(33:23):
by the time they're five or sixyears old.
Yeah.
So having a positive emotionalconnection to the construction
trades might help those peopleactually look at that as a
viable career whenever they getolder.
So I got a bright idea we had amy mascot made into an avatar
for swag for our shows.
Uh, the one, the one thatactually had to put out the
(33:46):
malamute, that was talking to me, um, so we, we had him made
into a cartoon doc and then, Iwas looking at that one day and
it was just like that would makea decent children's book and
we've got a couple of them inthe works.
And whenever I went around andtalked to people, I called up a
(34:07):
couple of people that are on myshort list of people that it's
like hey, Gary's got a good idea, tell me exactly why this is
stupid.
And I was.
I was figuring that it would besomething that would be a hard
sell and everybody would be whatthe heck are you thinking?
And pretty much everybody thatI talked to was like holy cow,
that's awesome.
How do we get involved?
(34:27):
Yeah and with yeah when I firstheard about it.
Jared Ledford (34:31):
That was my thoughts.
I thought, man, this is akiller idea.
I thought, man, why has nobodyelse thought of this?
And I thought, well, Gary's theone with all the good ideas,
and it would be Gary that wouldcome up with something like this
.
Cause I've got three youngdaughters and you know, just
like you said, a kid'sperceptions are made at that
young age.
A kid's, you know, I want to bewhatever I want to be when I
(34:54):
grow up, and they stick withthat.
You know, I would have neverguessed in 100 years.
I would want to be a metalbuilding salesman or pole barn
salesman or whatever.
But I can tell you, I found theindustry that I have absolutely
been looking for my entireadult life.
When I found the industry I'min now, but I can't imagine what
it would have been if I wouldhave seen it or even been
(35:15):
exposed to it at a young age.
I might be a you know, atradesman or someone that
actually was able to manufacturethese buildings rather than
just sell them, and I think thatthat is something that is
extremely valuable to the youthof America, especially when we
know that the youth is notgetting all of the right
information all the time.
This is something that's goingto be good for them.
Gary Reichert (35:37):
The other part of it too is I'm old Okay, I'm to
the point where most people myage are thinking about retiring
or whatever and the number ofcalls that I get from people
that have construction companiesor businesses that involve
something involving manual laborwhether they're roofers,
(35:59):
contractors, role formers,whatever that say I don't know
what to do because my kiddoesn't want the business.
Yeah, it's off the charts.
Yeah, Is off the charts andgiving the.
(36:19):
I mean I literally have acouple of people that have
called me, basically up in tearsbecause the family business.
They don't know what they'regoing to do with it.
And, granted, if you need abright idea, I'm probably not
the first person that you oughtto call.
But if you have the first bookthat's coming out is Max Builds
a Metal Roof, and that'sactually being laid out by my
designers right now and with alittle bit of luck, that will be
actually sent off to theprinter within the next two
(36:39):
weeks or so, so hopefully we'llhave copies of that by the
roll-forming show Awesome.
But if you've got a roofingbusiness and your son or
grandson or daughter orgranddaughter remembers sitting
on your knee with you sayingthis is Max, he can build
anything Today Max is going tobuild a metal roof and then your
(37:05):
business has.
It creates an ability for youto build value in your business
and in what you do with the kid,grandson, niece, nephew,
whatever sitting on your kneethat you're reading the book to.
Jared Ledford (37:21):
Yeah, you're generating that buy-in on that
legacy up front, and I thinkthat that's a lot of what we
miss out on these days withsocial media and all of the
things getting in our wayconstantly.
We are too worried abouteverything else when we should
be worried about what'simportant and most important in
front of us, which is family,neighbors, all of that kind of
(37:41):
thing.
And I think that the youth youknow I struggle with my kids a
lot because you know I want tobe able to provide them
something of a legacy.
You know I'm hoping it'll bewith Dayton Barnes and my other
business ventures.
I don't know if it will or not.
I've got one daughter who isextremely interested in what I
do and I have two that could notcare less about what I do.
(38:02):
They want to make sure that Ikeep that cell phone turned on,
they want to make sure I keepthose bills paid so they can
have fun with their friends andgo to the pool.
But maybe one follows in myfootsteps and I know that
there's a lot of listeners outthere running family run
businesses that would be veryinterested in something like
that.
So, I was very intrigued andglad when you brought it up.
(38:24):
I will tell you, man, it's beengreat having you on with me and
I think this is something thatwe should do a few times a year.
Anyways, just to refresh theaudience, let them know about
role forming magazine, let themknow about all the different
publications, because I can tellyou you're going to miss out If
you do not check us out.
(38:44):
We will be there at theconstruction role forming show
October one and two in Dayton,Ohio, at the convention center.
Hit me up on social media.
I'm Jared at the Steel Kings.
Via email I can get you all theinformation.
Check out the guys over atShield Wall Media, Gary and his
team, will be happy to set youup with whatever you need,
(39:06):
whether it be just coming andchecking the show out as a
patron.
We're looking for those in themanufacturing trades, anybody
that's working with metal orsteel.
Come check us out.
But I can tell you, Gary, it'sbeen a real pleasure.
Man, really Honestly.
Yeah, absolutely yeah, I'mgoing to clean up.
I'm going to clean up here atthe end, guys, you know me.
(39:27):
I always got to give a shout outto our sponsor, the team over
at J Money.
They will get you what you needas far as financing for your
customers.
Joel, he was at Farm.
Kid, he was from Northern Ohio.
I had 25 years in banking, apassion for craftsmanship.
J Money was created to solve areal problem.
Most homeowners needimprovements.
They don't always have the cashup front.
(39:49):
Whether you're selling steelbuildings, wood sheds, windows
doors, roofing pools, if you'rea contractor, dealer or
manufacturer, j Money gives yourcustomers an easy, affordable
way to pay and helps you closemore deals.
Easy applications, fastapprovals, multiple payment
solutions.
J Money is on a mission to growyour business with payment
(40:10):
solutions, because the need isthere and now so is the money.
Head to jmoney llc.
com and start offering financingthat works.
My name is Jared.
As always, this is the SteelKings podcast.
I'm going to go ahead and checkout this week, but for Gary and
the team over at shield wall,check them out as well, and we
really appreciate you being here, Gary, and we will talk to you
soon, y'all get out there andyou're y'all get out there in
(40:32):
your communities and dosomething good this next week,
and we will be back at you nextweek with another episode of the
Steel Kings podcast, and wewill talk to you soon, guys,
peace out.
Talk to you later.
Gary Reichert (40:44):
Cool Bye.
OUTRO (40:46):
Before you go, the J Money team wants to thank you
for listening to today's SteelKings podcast.
Remember, money is king and ifyou need a financing option on
your portable wood sheds orsteel buildings, we are here to
help.
Just check us out at jmoneyllc.
com for more information anddon't forget to catch the next
episode of the Steel Kingspodcast and have a great day.
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