Larry Stoiaken

by Kelly J. Andrews The best way to build a house, cabinet or bookcase is from the bottom up. The editors of Today's Woodworker usually advocate starting with quality raw materials and building from scratch. But when the Medina, MN, publisher wanted to increase the circulation of its decade-old enthusiast magazine, the nail-by-nail and board-by-board approach wasn't fast enough. Instead, Today's Woodworker took a rare short cut and joined the merger and acquisition trend within the direct marketing industry. Rockler Companies Inc., which owns the magazine, bought Woodworker's Journal from publishing giant Primedia Corp. Rockler relaunched the combined magazine as Woodworker's Journal, the

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