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Albany, NYAlbany, NYMarket OverviewMarket Overview

The Media Choice of New York’s Capital Region

June 2009

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• DMA Total Population: 1,376,400, ranks 57th

• MSA Total Population: 856,000, ranks 57th

MSADMA+

Sources: Demographics USA 2008, economy.com September 2008

NYC is 3 hours South

Boston is 3 hours

East

Montreal is 3 hours

North

• Leading Industries:– Government – 1 in 4 employed adults works for the local, state or

federal government.– Education – 21 colleges and universities with over 15,000 employees

and 80,000 enrolled students.– Healthcare – Over half of the top 20 private employers in the region

are hospitals or healthcare facilities and they employ over 25,000 adults.

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Poised for growthPoised for growthPoised for growthPoised for growth

• Over $5 billion already invested• AMD/The Foundry Company to

break ground in 2009 - $3.2 billion• In next 10 – 15 years

– Population over 1.7 million

– Housing unit increase by over 30,000

– New jobs created +50,000

– Retail sales nearly double to 28.8 million

– Tech jobs pay 3X market average

• All industries need to prepare for growth…

Source: Based on AMD’s effect in Austin, TX

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Retailers see Albany as an Retailers see Albany as an excellent market to invest inexcellent market to invest inRetailers see Albany as an Retailers see Albany as an excellent market to invest inexcellent market to invest in• Several major malls have undergone expansion and made improvements

– Colonie Center, Clifton Park Center, Wilton Mall – Latham Circle announced redesign

• Many new retailers have been attracted to the area or have expanded their presence:

– Target– Lowe’s– Kohl’s– Cheesecake Factory– PF Chang’s– Sephora– Clearwater Creek– Sports Authority – Fuddruckers– Red Robin– L.L. Bean opened their first store in New York state in October 2007 and

became one of only ten nationwide retail locations– Regal 13 screen, all digital theater at Colonie Center – Regal IMAX, Crossgates Mall

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Not a Typical Upstate NY Not a Typical Upstate NY EconomyEconomyNot a Typical Upstate NY Not a Typical Upstate NY EconomyEconomy

“Yes, there is an economic success story in upstate New York. Certainly not Buffalo. Nor Rochester. Nor Syracuse. Welcome to the closest thing upstate has to a boom area: the Albany-Troy-Saratoga region known as the Capital District.”

The Buffalo News, January 6, 2008

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Albany leads upstate in major Albany leads upstate in major economic growth indicatorseconomic growth indicatorsAlbany leads upstate in major Albany leads upstate in major economic growth indicatorseconomic growth indicators

Change from 1995-2006Unless otherwise noted Albany Buffalo Rochester Syracuse

Population +20,518 -60,365 +1,566 -14,338

New res. housing permits +114% +55% +62% +27%

Total employment +9.3% +1.2% +2.4% +4.1%

Private sector employment +12.4% +0.15% +1.1% +4.1%

Median Home Value (02-06) +46% +14% +16% +17%

2006 Unemployment Rate 3.8% 5.0% 4.4% +4.5%

Sources: Population, U.S. Census BureauHousing permits, U.S. Commerce Dept.Employment, NYS Dept. of LaborHome value, U.S. Census Bureau

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Over 1 million adults reside in the Over 1 million adults reside in the Albany/Schenectady/Troy DMAAlbany/Schenectady/Troy DMAOver 1 million adults reside in the Over 1 million adults reside in the Albany/Schenectady/Troy DMAAlbany/Schenectady/Troy DMA

HamiltonWarren

Fulton

Montgomery

GreeneColumbia

Was

hin

gto

n

Bennington Co.

Berkshire Co.

Albany 237,635

Rensselaer 122,415

Saratoga 170,465

Schenectady 117,365

Schoharie 25,845

MSA Total 673,725

Columbia 41,268

Fulton 46,131

Greene 48,199

Hamilton 1,517

Montgomery 37,994

Warren 53,465

Washington 52,745

Bennington, VT 27,002

Berkshire, MA 104,384

DMA Total 1,086,430

Source: 2009 Scarborough Research Feb ’08 to Jan ‘09

62% live in

the MSA

Adult Population by County

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Over 561,000 households in the Over 561,000 households in the Albany/Schenectady/Troy DMAAlbany/Schenectady/Troy DMAOver 561,000 households in the Over 561,000 households in the Albany/Schenectady/Troy DMAAlbany/Schenectady/Troy DMA

HamiltonWarren

Fulton

Montgomery

GreeneColumbia

Was

hin

gto

n

Bennington Co.

Berkshire Co.

Albany 124,150

Rensselaer 62,600

Saratoga 86,900

Schenectady 62,200

Schoharie 12,700

MSA Total 348,550

Columbia 22,319

Fulton 24,140

Greene 22,431

Hamilton 760

Montgomery 20,150

Warren 28,200

Washington 26,758

Bennington, VT 12,842

Berkshire, MA 55,150

DMA Total 561,300

Households by County

Source: 2009 Scarborough Research Feb ’08 to Jan ‘09

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Times Union Media SolutionsTimes Union Media Solutions

Print | Online | Mobile | Direct Mail | SEM | MagazinesPrint | Online | Mobile | Direct Mail | SEM | Magazines

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Mass Reach, Local AppealMass Reach, Local AppealMass Reach, Local AppealMass Reach, Local Appeal

The Capital Region’s most circulated newspaper:

• Avg. Daily Circulation: 86,378• Avg. Thursday Circulation: 103,480• Avg. Sunday Circulation: 141,901

Delivering more adults, more efficiently than any other media:

• Read by over 231,000 adults each weekday and 337,000 on Sunday

• 62% of Capital Region adults read the Times Union each week

• Front page positions available on all sections Your ad here!

Source: 2009 Scarborough Research Feb ’08 to Jan ‘09

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The Online LeaderThe Online LeaderThe Online LeaderThe Online Leader

Sources: 2008 Media Audit, Omniture site catalyst

timesunion.com

WNYT

News-9

WTEN

45%of online adults in the Albany MSA have visited timesunion.com in the past month

monthly page views20,000,000

dynamic demographics

• 66% are 18-54• 49% have a 4 year college degree or more education• Average household income- $69,700- 16%+ the market average

Timesunion.com ranks 1st in unique visitors

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AdvantageAdvantageAdvantageAdvantage

• Times Union and Yahoo! partnership allows you to extend your online message for maximum reach of online adults

Source: comScore Media Metrix, January 2008

Total Online Users In the Albany DMA 760,000

Y! + timesunion.com Unduplicated Reach 602,460

79%We

reach

of online adults in the Albany DMA

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BTBTBTBT• Behavioral Targeting on Yahoo! allows us to

place your ads in front of only those who are interested in your products and services

Yahoo! can target over 100 segments and geo and demo target too

• Automotive general• Autos by price• Auto services• Motorcycles• Recreational Vehicles• Finance• Real Estate• Real Estate Services• Real Estate Rentals• Health• Dental• Education• Politics

• Wellness/Weight Loss• Parenting/Children• Entertainment general• Performing Arts• Travel general• Casinos• Retail Home• Jewelry/Watches• Home Improvement• Home Décor• Furniture• Misc. Law and Legal Research

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• Adults conduct over 180 million searches a day and 86% are local.

• 92% of Capital Region adults who are online used a major search engine in the past month.

• 4 in 5 local buyers begin their search for products and services online.

@plan Market Surveys, 2007Scarborough Research 2008E-marketer, Nov 2007

Paid Search Results40% of clicks occur on paid results

Paid Search Results40% of clicks occur on paid results

Search Engine MarketingSearch Engine MarketingSearch Engine MarketingSearch Engine Marketing

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Market to busy professionals with Market to busy professionals with MobileMobileMarket to busy professionals with Market to busy professionals with MobileMobile

• 65% of adults now use their cell phone to engage in the online world through e-mail, text, and to view online content

• A captive, desirable demographic– 70% are younger than 49– 49% have a household income

of $75,000 or more– 37% are Executives and

Professionals and 40% are working women

• m.timesunion.com launched in September 2008

Source: 2008 Scarborough Research Aug ’07 to Jul ‘08

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Niche MagazinesNiche MagazinesNiche MagazinesNiche Magazines

life@home• Home delivered to 30,000 upscale and

new homeowners each month• Directed at adults with a HHI $100,000

or more and a home valued at $250,00 or more.

• Quarterly magazine geared toward health-conscious, active women age 35-54

• 1st issue launches in January 2009 and is delivered in the Times Union

• Quarterly magazine geared toward adults look for activities and travel in and outside of the Capital Region

• 1st issue launches in April 2009 and it is delivered to 95,000 Times Union Subscribers.

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Direct MailDirect MailDirect MailDirect Mail

• Times Union designs and prints to your specifications and leverages volume print discounts using area printers.

• List management: use yours or tap into the largest, most up-to-date mail list available in the Capital Region by using ours.

• Postal automation services to minimize cost and maximize delivery performance.

• DirectTU is highly competitive – let us give you a quote on your printing needs today so you can see for yourself…