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Back-to-School Promotions - 2011 BTS Season: July 3 – September 17, 2011

Back-to-School Promotions - 2011 BTS Season: July 3 – September 17, 2011. Questions Addressed. Across all school & office supplies, which categories, manufacturers and brands receive the most retail ads support during the back-to-school season ?

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Back-to-School Promotions - 2011 BTS Season: July 3 – September 17, 2011

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  1. Back-to-School Promotions - 2011BTS Season: July 3 – September 17, 2011

  2. Questions Addressed Across all school & office supplies, which categories, manufacturers and brands receive the most retail ads support during the back-to-school season? How has retail ad support changed vs. BTS-2010? How does ad support vary across retailers? Which pricing formats are most common among channel-leading retailers? How do BTS web promotions vary across retailers and manufacturers? Which brands are promoted most in key back-to-school categories?

  3. BTS Ad Support Across School & Office Sub-Categories Weighted Share of School & Office Supply Ad Blocks Note: Includes ads for branded & private label products, but not unbranded Source: ECRM 11 Weeks Ending 9/17/2011 Excludes Computers and Luggage

  4. Ad Support Vs. Year Ago By Sub-Category Total School & Office weighted ad counts are up 11.1% vs. year ago.

  5. Total School & Office Ad SupportAcross Back-to-School Weeks Weighted Retail Ad Support Week Ending Dates Source: ECRM

  6. Retailers Running the MostBTS School & Office Supply Ads Staples leads all retailers in BTS ad counts. Number Retail Print Ads for School & Office Supplies Decimals represent ads shared with multiple categories – measured as fractional ad counts. Source: ECRM 11 Weeks Ending 9/17/2011

  7. Retailers Increasing School & Office Ads For BTS Source: ECRM 11 Weeks Ending 9/17/2011 Vs. Year Ago # of School Change Vs. % Chg Vs. Retailer & Office Ads Year Ago Year Ago Staples 463.1 +106.4 +30% Smith's Marketplace 106.0 +94.0 +782% OfficeMax 271.3 +55.6 +26% Giant Food Landover 53.7 +37.3 +227% Fred Meyer Stores 172.0 +36.8 +27% Stop & Shop 52.7 +35.3 +203% Shopko Stores 82.0 +34.0 +71% Giant Food Carlisle 53.7 +30.5 +132% Best Buy 63.5 +25.5 +67% Target Stores 92.8 +25.5 +38% Office Depot 313.9 +23.5 +8%

  8. Retailers Running Fewer July School & Office Ads BTS ad support grew overall due to increases at major players including Staples, OfficeMax, Office Depot, Best Buy and Target. But most retail banners ran fewer School & Office ads vs. BTS-2010. Source: ECRM 11 Weeks Ending 9/17/2011 Vs. Year Ago # of School Change Vs. % Chg Vs. Retailer & Office Ads Year Ago Year Ago Weis Markets 22.7 -46.8 -67% City Market 54.0 -42.5 -44% Jewel-Osco 149.0 -41.1 -22% King Soopers 53.0 -37.5 -41% Walgreens 157.3 -32.9 -17% Rite Aid 75.1 -32.7 -30% Hilander 21.0 -32.5 -61% Owen's Market 21.0 -32.5 -61% Scott's Food & Pharmacy 21.0 -32.5 -61% Shoppers Drug Mart 108.0 -32.0 -23% Pathmark 43.1 -25.9 -38% Meijer 69.0 -25.5 -27% Kinney Drugs 77.8 -25.0 -24%

  9. Top Promoted School & Office Manufacturers Source: ECRM 11 Weeks Ending 9/17/2011

  10. Top Promoted School & Office Brands for BTS Source: ECRM 11 Weeks Ending 9/17/2011

  11. Promotion Types Across Key Retailers Source: ECRM 11 Weeks Ending 9/17/2011 Includes All School Supplies OfcDepOfcMax Staples Walmart Target Kmart Price Point 58.0%51.0%91.0% 100.0% 97.0%80.0% N for $ 6.0% 12.0% 3.0%2.0% Buy N Get X 1.0% 3.0% 2.0% Save X% 19.0% 9.0% 5.0%13.0% Other Promo 16.0% 25.0% 4.0% 3.0% Walgreens CVS Rite Aid Jewel-Osco Kroger Safeway Price Point 77.0%9.0%13.0% 84.0%87.0%73.0% N for $ 10.0%29.0%12.0% 16.0%3.0%9.0% Buy N Get X 8.0%47.0%40.0% Save X% 4.0%11.0%34.0% 10.0% Other Promo 1.0%4.0%1.0%18.0%

  12. Retailers Running the Most School & Office Web Promotions # of BTS Web Promos Pay Less 23 Ralph's 23 Smith's Food & Drug 23 Owen's Market 23 King Soopers 23 Sears 22 Fry's Food & Drug 21 Hilander 21 BI-LO 20 H.G. Hills Food Stores 20 Walmart-US 20 Quality Food Centers 20 Source: ECRM, 11 Weeks Ending 9/17/2011 # of BTS Web Promos Staples309 OfficeMax 226 Target Stores 105 Rite Aid 92 Fred Meyer Stores 66 Best Buy 65 Office Depot 64 Toys - R - Us 60 Sam's Club 58 Walgreens 42 Kmart 39 CVS 31 Jay C Stores 23

  13. School & Office Manufacturers with theMost BTS Retail Web Promotions Share of (un-weighted) School & Office Retailer Web Promotions 7 companies dominate retailer web promotions during the BTS season. Source: ECRM 11 Weeks Ending 9/17/2011

  14. Top Promoted BrandsAcross Key School & Office Categories

  15. Top Promoted Brands in Notebooks & Pads Source: ECRM 11 Weeks Ending 9/17/2011

  16. Top Promoted Writing Instrument Brands Source: ECRM 11 Weeks Ending 9/17/2011

  17. Top Promoted Paper Brands Includes Filler Paper, Excludes Photo Paper Source: ECRM 11 Weeks Ending 9/17/2011

  18. Top Promoted Brands in Binders, Pocket Portfolios, and Sheet Protectors Source: ECRM 11 Weeks Ending 9/17/2011

  19. Top Promoted Office Equipment Brands Source: ECRM 11 Weeks Ending 9/17/2011

  20. Top Promoted Tapes & Adhesives Brands Source: ECRM 11 Weeks Ending 9/17/2011

  21. Top Promoted Brands in Business Bags, Cases, and Accessories Source: ECRM 11 Weeks Ending 9/17/2011

  22. Top Promoted Brands in Backpacks, School Bags, and Lunch Kits Source: ECRM 11 Weeks Ending 9/17/2011

  23. Methodology • Retail ad support measured by number of ad blocks in retailer print circulars. Ad share is weighted by retailer size. • Ad counts branded & private label products, but not unbranded. • 11-Week Period Ending 9/17/2011 Vs. Year Ago • U.S. & Canadian Retailers • Excludes Computers & Luggage Categories • ECRM’s MarketGate Ad Comparisons Web Site: www.AdCompare.MarketGate.com Studies on Seasonal & Category Promotions: www.PromotionalReflections.com Contacts: Scott Whalley 847-482-1793 scott@ecrm.marketgate.com Tom Pirovano 440-528-0418 tpirovano@ecrm.marketgate.com

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