Presented by Simon Herd Clacksons 15 th March 2005

1. Presented by Simon Herd Clacksons 15th March 2005

2. Introduction The 45 minute catchment of Birmingham Airport is vast, with a great number of media opportunities. Up weighting the Birmingham hub with regional press will provide geographical targeting, but is the current up weight media selection, the Birmingham Evening Mail, reaching the right audience? In the next 10 minutes we shall: • Review the geographical targeting for the Birmingham Airport hub to ensure maximised target audience reach. • Compare the total and targeted reach offered by current media selection. • Propose alternative media selection to increase engagement with specific target audience.

3. 30 and 45 minute drive time of Birmingham Airport

4. 91.5 133.8 103.5 Cannock Chase Cannock Chase 93.4 130.9 95.8 130.6 92.7 65.5 102.0 83.4 81.0 111.1 Nuneaton & Bedworth Nuneaton & Bedworth 161.3 58.8 133.0 93.0 85.3 95.3 134.4 81.5 113.7 112.5 127.7 124.9 135.4 102.2 121.7 144.7 134.0 Local Government Areas Local Government Areas Local Government Areas covered by Observer Standard Newspapers Local Government Areas covered by Observer Standard Newspapers 45 mins of Birmingham Airport 45 mins of Birmingham Airport Covering the affluent South Midlands Indexing the socio-economic groupings of local Government areas against the profile of the 45 minute drive time of Birmingham Airport – the affluence of the areas covered by Observer Standard Newspapers is identified. Index = less than 100 lower than average Index = 100 average profile Index = 100 above average profile Source: JICREG1st February 2005: AB profile of 45 min drive time compared to profile of local Govt areas

5. Comparative reach of AB audience by Local Government Area N.B. Solihull reach does not include that provided by Solihull & Shirley Observer launched in February 2005 • Observer Standard Newspapers have significantly higher reach of the AB audience across the South Midlands local Government areas. Source: JICREG/TELMAR1st February 2005: AB reach by local Government areas in South Midlands

6. Reach of MSC Cruise’s target audience Reach of adults aged 45+ within Birmingham Evening Mail Area • Observer Standard Newspapers reach 18.61% (297,000 AIR’s) of adults aged 45+ within the circulation area of the Birmingham Evening Mail. • This is almost two-thirds more readers (118,000 AIR’s) aged 45+ than the Birmingham Evening Mail delivers. Source: JICREG/Telmar 1st February 2005 in Birmingham Evening Mail Circulation Area

7. Reach of MSC Cruise’s target audience Reach of ABC1 adults aged 55+ in Birmingham Evening Mail Area • Observer Standard Newspapers reach 20.64% (113,735 AIR’s) of ABC1 adults aged 55+ within the circulation area of the Birmingham Evening Mail. • This is more than twice the number of ABC1 readers aged 55+ (79,374 AIR’s) delivered by the Birmingham Evening Mail. Source: JICREG/Telmar 1st February 2005 in Birmingham Evening Mail Circulation Area

8. Comparison of Reach Comparing the reach of OSN in the Birmingham Evening Mail area Observer Standard Newspapers offers the highest reach within the Birmingham Evening Mail circulation area (17.47% / 566,000 AIR’s). • This is over half more readers (204,962 AIRs) than the Birmingham Evening Mail. • This is over a third more AIRs (147,701) than the West Midlands Express & Star. Source: JICREG/Telmar 1st February 2005 in Birmingham Evening Mail Circulation Area

9. Observer Standard Newspapers • Observer Standard Newspapers provide 625,456 AIR’s across the affluent South Midlands market. Solihull & Shirley Observer – new title February 2005. Title’s readership and reach excluded from all Observer Standard Newspapers data Source: JICREG/Telmar 1st February 2005

10. Observer Standard Newspapers Comparative reach of the South Midlands Market Plus NEW Solihull & Shirley Observer – 40,000 copies* • Observer Standard Newspapers reach 62.94% (625,456 AIR’s) of adults across the South Midlands market. Source: JICREG/Telmar 1st February 2005 in Observer Standard Newspapers Area * Solihull & Shirley Observer Dist Publishers Statement

11. Reach of MSC Cruise’s target audience Reach of adults aged 45+ within South Midlands market • Observer Standard Newspapers reach 64.97% (325,853 AIR’s) of adults aged 45+ across the South Midlands market. • This is over seven times more readers aged 45+ (287,697 AIR’s) than the Birmingham Evening Mail delivers in this market. Source: JICREG/Telmar 1st February 2005 in Observer Standard Newspapers Area

12. Reach of MSC Cruise’s target audience Reach of ABC1 adults aged 55+ within South Midlands market • Observer Standard Newspapers reach 63.96% (124,891 AIR’s) of ABC1 adults aged 55+ across the South Midlands market. • This is over twelve times more ABC1 readers aged 55+ (115,415 AIR’s) than the Birmingham Evening Mail delivers in this market. Source: JICREG/Telmar 1st February 2005 in Observer Standard Newspapers Area

13. 30 and 45 minute drive time of Birmingham Airport

14. To summarise… • The South Midlands region of the 45 minute catchment drive time provides a strong match to MSC Cruise’s target audience. • Within the Birmingham Evening Mail footprint OSN delivers more readers, 45+ / ABC1 55+ • 566,000 AIR’s (56.8% more than the Bir. Eve. Mail). • 297,000 AIR’s aged 45+ (65.9% more than Bir. Eve. Mail). • 113,735 ABC1 55+ AIR’s (231% more than Bir. Eve. Mail). • Observer Standard Newspapers deliver significantly higher reach across each of the ten local boroughs in the South Midlands. • Within the affluent South Midlands market OSN delivers significantly more readers and specific target audience. • 625,456 AIR’s, 62.9% reach of the market. • Seven time more readers aged 45+ than the Bir. Eve. Mail. • Twelve times more ABC1 readers aged 55+ than the Birmingham Evening Mail.