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The Sheboygan Press Footprint Total Audience in Print and Online Reaches both wide and targeted audiences through multiple channels Demonstrates the impact of its advertising on consumer buying decisions and product usage Re-affirms competitive edge when it comes to advertising The Sheboygan Press footprint (print and online) reaches and resonates deeply with local consumers. The measure of a medium� Source: 2008 Scarborough Research R2 The Sheboygan Press and sheboyganpress.com reach 84% of adults in a given week. We reach 83% of adults 25-34 in a given week. In a given week, we reach 94% of adults whose home is valued at $200,000-$249,000. We reach 79% of consumers who use coupons once a week. We reach 78% of consumers who bought a new vehicle in the last 12 months. We reach 87% of adults who have made any Internet purchase in the last 12 months. Compelling Facts Underscore the Reach of Our Footprint Source: 2008 Scarborough Research R2 The Sheboygan Press and sheboyganpress.com Our Footprint Weekly readership is strong among men and women, and significant among adults of all ages. reach of area adults in a given week. 84% Men 86% Women 83 25-34 years 83% 35-44 years 71 45-54 years 82 55-64 years 87 65+ years 91 Gender Age Source: 2008 Scarborough Research R2 Household Income $10,000 - $29,999 78% $30,000 - $44,999 87 $45,000 - $74,999 88 $75,000 - $99,999 85 $100,000+ 86 Delivering The Best Prospects The Sheboygan Press has an impressive reach with consumers in various income levels, education and occupation. Occupation Professional/Related Occupations 79% Sales and Office 84 Production, transportation, material moving 81 White Collar 77 Blue Collar 86 Management/Business/Financial Operations 92 Education Post Graduate 85% College Graduate 77 Some College 82 High School Graduate 92 Delivering The Best Prospects Source: 2008 Scarborough Research R2 The Sheboygan Press readership is strong among consumers living in higher valued homes and those who have been in their homes for a while. Past Week Newspaper Length of Residency Footprint 1 year to less than 3 years 59% 3 years to less than 5 years 92 5 years to less than 10 years 83 10 years or more 89 Past Week Newspaper Home Value Footprint $250,000 - $299,999 92% $200,000 - $249,999 94 $150,000 - $199,999 77 $125,000 - $149,999 94 Less than $125,000 88 Less than $200,000 83 Reach Key Audiences Source: 2008 Scarborough Research R2; Boomers = Adults 45-64, Upscale adults = HHI $75K+, Young Professionals 25-39 with Some College The Sheboygan Press and sheboyganpress.com reach 84% of Boomers an average of 5.5 times per week. The Sheboygan Press and sheboyganpress.com reach 82% of Women 25-54 an average of 5.4 times per week. The Sheboygan Press and sheboyganpress.com reach 88% of Upscale adults an average of 7.2 times per week. The Sheboygan Press and sheboyganpress.com reach 78% of Young Professionals an average of 4.2 times per week. Reaching Customers Our footprint allows advertisers to build multiple bridges to their customers, as we reach the vast majority of adults using various products and services, such as financial services, investments, grocery shoppers and coupon users. Past Week Newspaper Financial Service Footprint Home equity loan 95% Refinance home mortgage 93 Online banking 91 Debit Card 90 Home mortgage 90 Money market account 90 24-hour teller card (ATM) 89 Online bill paying 88 Savings account 86 Checking account 85 401K plan 85 Auto loan 81 IRA (Individual Retirement Account) 80 Used financial planner 79 Reaching Customers Source: 2008 Scarborough Research R2 We reach the vast majority of consumers using financial services and investments. Past Week Newspaper Investments Footprint Stocks or stock options 93% Other security or investment 90 Mutual funds 89 Certificates of Deposit (CDs) 88 Bonds 86 Money market funds 86 Second home or real estate property 84 Amount HH Spent Past Week on Groceries Newspaper Past 7 Days Footprint $30 - $49 76% $50 - $74 70 $75 - $99 85 $100-$149 90 $150 or more 94 Reaching Customers Source: 2008 Scarborough Research R2; *Coupon Usage for grocery and other products/services We provide significant coverage among consumers with short and long grocery receipts, and coupon users. Past Week Newspaper Coupon Usage* Footprint Use coupons more than once a week 87% Use coupons once a week 79 Use coupons 2 to 3 times a month 83 Use coupons once a month 88 Use coupons less than once a month 90 Past Week Newspaper Retail Outlets Shopped Footprint Any music/video store shopped past 3 months 90% Any audio/video store bought past 12 months 86 Any department store bought past 30 days 86 Any hardware/paint/lawn/garden store bought past 12 months 86 Any clothing store bought past 3 months 85 Any restaurant used past 30 days 85 Any toy stores shopped/used past 3 months 84 Any mall/shopping center shopped past 30 days 83 Any sporting goods store shopped past 3 months 83 Any furniture/mattress store bought past 12 months 82 Any Jewelry stores shopped/used services past 12 months 78 Any large appliance store bought past 12 months 75 Any carpet store bought past 12 months 70 Reaching Customers Source: 2008 Scarborough Research R2 Our footprint provides significant reach among consumers shopping at various retail outlets. Reaching Customers Source: 2008 Scarborough Research R2 We reach the majority of consumers who have bought or leased vehicles, or who plan on making a vehicle purchase. Used Vehicle Purchase Past Week Planned in Next 12 Months Newspaper (Amount Household Plans to Pay) Footprint Under $15,000 69% $15,000 - $24,999 96 Any Vehicle Bought Any vehicle bought New 85% Any vehicle bought Used 78 We reach 79% of adults who shopped at an automotive store in the past year. We reach 81% of adults who had any auto repair/service done on their vehicle in the past year. Items Purchased Past Week On The Internet Newspaper Past 12 Months Footprint Any Internet purchase past 12 months 87% Consumer electronics 86 Clothing or accessories 85 Health & beauty items 85 Airline tickets 81 Books 80 Other travel reservations (hotels, auto rental, etc.) 79 Reaching Customers Source: 2008 Scarborough Research R2 Our footprint provides significant reach among consumers shopping on the Internet. Advertising Medium Used Most Recently Past 30 Days Past 7 Days Newspapers 71% 53% Internet 45 27 Television 42 15 Direct mail 39 20 Magazines 31 9 Yellow Pages 21 6 Radio 19 5 Billboards 6 1 National Trends Source: NAA�s 2006 Consumer Usage of Newspaper Advertising, Conducted by Mori Research Advertising Medium Used Percent Most of the Time of Adults Newspapers 55% Internet 19 Direct mail 9 Television 8 Magazines 4 Radio 2 Yellow Pages 1 Most Frequently Used Ad Medium A key indicator of advertising �wantedness� where consumers choose to go when the purpose is to gather information for shopping. Nationally, more than half of adults said they use newspapers most of the time for checking ads for things they might want to buy. Recent Media Usage More than half of consumers used newspapers in the past seven days to help plan shopping or make purchasing decisions, as did 71% over the past 30 days. Nationally, newspapers remain well ahead of other media on these measures of recent usage for shopping. Best Ad Source for Store Shopping Source: NAA�s 2006 Consumer Usage of Newspaper Advertising, Conducted by Mori Research Nationally, consumers place great value on their newspaper as a shopping guide. So, it should come as no surprise that newspapers are the primary advertising source for various types of stores shopped. Types of Yellow Stores Shopped Newspaper Mail Internet TV Magazines Pages Radio Grocery/Food Stores 71% 22% 2% 3% 1% 1% <1% Department Stores 62 16 10 6 3 1 1 Drug Stores 62 17 7 7 2 4 1 Discount Stores 61 18 10 5 2 2 1 Home Building Centers 57 16 13 6 3 4 1 Office Supply Stores 54 12 19 6 3 4 1 Sporting Goods Stores 53 12 18 5 7 4 1 Appliance Stores 52 12 21 6 4 4 1 Home Furnishing Stores 51 14 17 10 4 3 1 Home Electronics Stores 48 10 29 6 3 3 1 Best Local Ad Source For Store Shopping The Sheboygan Press vs. Radio Source: 2008 Scarborough Research R2; Radio reach is 1 spot every � hour 6 a.m. � Midnight Best Source For Cents Off Coupons The Sheboygan Press is the most frequent source used when consumers are looking for cents off coupons. Source: 2008 Scarborough Research R2; Ad-ology Research 2009, "Advertising's Impact in a Soft Economy" Source: 2008 Scarborough Research R2; TV Avg � Hour Cume; Radio Avg � Hour Cume: MDT (Morning Drive Time): 6am-10am; EDT (Evening Drive Time): 3pm-7pm � 2007 NEWSPAPER ASSOCIATION OF AMERICA Newspaper Footprint: Total Audience in Print and Online Small space scattered throughout the issue to attract the greatest number of different readers at once. Continuity schedules that build reach over time. Schedules that reinforce an advertiser�s key selling season. Blockbuster spreads that command immediate attention. Sunday magazines or free standing inserts to complement the regular newspaper buy. Detailed, up to date information that enables consumers to make informed buying decisions. Why Newspapers? Quick response - ideal for product/service announcements, quick testing, and shifting of ad pressures. Marketing tie-ins - with extensive, next-day editorial coverage of sporting events, political elections, & special events such as awards ceremonies, etc. Weather tie-ins - triggered by weather-related events such as the first snowfall, heavy rainfall, etc. Newspaper offers advertisers significant benefits: Daily newspapers have relatively short lead times for ad insertion. This is a major benefit to advertisers who need to move fast. It permits: *Source: Newspaper National Network LP. 2007 Integrated Footprint Study Conducted by Scarborough **Source: NAA�s 2006 Consumer Usage of Newspaper Advertising, Conducted by Mori Research, Nielssen Online *In general, consumers express strong positive sentiments for newspaper Web sites. Nationally�78% say they find information most easily on newspaper Web sites. 83% say their newspaper site will be among their primary destinations 5 years from now. 72% say they would miss their newspaper Web site if it were no longer available. The Power of Newspaper Web sites **Top Reasons Visited Newspaper Web site Adults % Local or Regional News 80 National News 66 Advertising 62 Weather 57 Movie Listings/Entertainment 46 What People Are Saying About Newspaper Web sites Why People Visit Newspaper Web sites Newspaper Web sites have broadened media usage for consumers, as advertising information becomes one of the top reasons they visit. Nielsen Online reports that the number of total visits to the top 10 newspaper Web sites increased 27% from December 2007 to December 2008. The Power of thesheboyganpress.com Who are thesheboyganpress.com*** users? Power User Profile Men 47% Women 54% Average Age 42 Median Household Income $74,680 College Grad/Post College 25% Employed 86% Average Time Spent Online Per Week 7 hours Home High Speed 76% Bought Online 82% Online Monthly at Work 46% Online Monthly at Home 96% *Source: 2008 SiteCatalyst **Source: 2006, Newspaper Association of America ***Source: 2008 Scarborough Research R2; past 30 days Placing advertising online provides you with more ways than ever before to reach a local audience of online users. With over 3.0 million* page views each month, make sure your business is a part of the most complete, most updated and most used local Web network in the area. Strength of Online Advertising** Puts your message in front of consumers 24 hours a day. Creates one-to-one relationships with customers. Delivers compelling and entertaining advertising. Reaches young, upscale and active consumers. The Internet influences more $100+ purchases