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.
