Mediamark Research & Intelligence

HighResolutionResearch

High Resolution Researchfor the Entire Media Spectrum

National Consumer Magazines

• Nearly every major national consumer magazine in the countrysubscribes to Mediamark Research.

• More than 125 "unmeasured" magazines prototype theiraudiences and develop competitive sales rationales from ourcomprehensive database.

• Magazines use Mediamark’s comprehensive media datato competitively position themselves against print andbroadcast media.

Advertising Agencies

• 450 advertising agencies, including 90 of the top 100,subscribe to Mediamark Research.

• Agencies regard Mediamark data as the standard or "currency"to use in deciding where to place print campaigns.

• Our vast historical database—stretching back a quarter of acentury—enables agencies to track quantitative and qualitativechanges in various segments of the market.

National Marketers

• More than 200 national marketers access the Mediamark database.

• Our consumer data are used to profile different national andregional user segments for a richer understanding of how abrand is used in the marketplace.

• Mediamark consumer data can identify the best prospects forspecific products and support the development of strategiesto reach them.

Electronic Media

• All significant broadcast and cable networks, the largest radiostations, and the most established Internet players subscribeto Mediamark Research.

• Proliferating cable channels means smaller program audiences,making it more important than ever for television marketers todevelop points of difference that strategically distinguish theiraudiences from their competitors’. We provide the datamarketers need to delineate those differences.

• Electronic media measurement services like Nielsen MediaResearch and Arbitron are best at counting electronicaudiences. Mediamark Research excels at describing whothose audiences are.

Mediamark’s Survey of the American Consumer is thecountry’s largest, most comprehensive and mostreliable consumer and media usage database.Confident that this survey accurately representswhat is going on in the U.S. marketplace, America’smost successful marketing and media decisionmakers use the survey database to:

• Increase media buy efficiency

• Pinpoint target markets and identifynew buying trends

• Develop new products or repositionexisting ones

• Confidently build innovative marketing plans

• Gain insight into consumer motivations

• Gain insight about users ofcompetitive products

• Compare market demand acrossmultiple segments

• Determine market potential of niche targets

• Analyze brand volume data to uncoverprofitable consumer segments

How marketers useMediamark Research& Intelligence

H i g h l i g h t s :

W h a t M e d i a m a r k R e s e a r c h M e a s u r e s

Magazines

Average Issue AudiencePlace of ReadingRecency of ReadershipFrequency of ReadershipCopy AcquisitionTime Spent ReadingActions TakenPersonal Rating of MagazineInterest in Advertising

Television

Viewing time periodsCable/satellite/premium channelsViewing frequencyViewer attentionYesterday viewingPast week/month watchingViewership of 600+ programsViewership of Spanish

language programs

Radio

Radio networksRegular listeningListening time periodsRadio formats

The Internet

Type of connectionPast-month Internet activitiesInternet usage frequencyUsage of commercial on-line

computer servicesWeb-site activity

National Newspapers

Average Issue AudiencePlace of ReadingRecency of ReadershipFrequency of Readership

Local Newspapers

Average Issue AudienceRecency of ReadershipFrequency of ReadershipSunday/Daily readership

The Yellow Pages

Last Time ReferencedPhone Book or Internet Directoryat Home, Work or Elsewhere

Items Referenced Prior toPurchase or Use

Demographics & Lifestyle

Age, Sex, Occupation, IncomeChildren in HouseholdBusiness ResponsibilitiesPersonal & Business TravelPublic ActivitiesLeisure ActivitiesPurchasing Behavior

Psychographics—Consumer Attitudes Towards:

HealthTechnologyFinanceAutomotive

Segmentation analyses available formany batteries of attitudinal questions

Consumer Data

User and Usage Data for 6,000 brandsin more than 500 categories

Groceries & Household ItemsPersonal Care ProductsTobacco, Candy, SnacksCars, Vans, Trucks & MotorcyclesFinancial Products & ActivitiesHousehold AppliancesCameras, Computers, Tapes & CD’sSatellite Radio, DVD Players,

MP3 Players, PDA’s

. . . a n d m u c h m o r e .

Research

Mediamark Research & IntelligenceA Member of the GfK Group

800 310 3305

www.mediamark.com

Offices in New York, Chicago and Los Angeles

FoodMediaTravelSports

Printed on Recycled Paper

High

Mediamark Research & Intelligence

Mediamark Research

has a singular goal:

to provide the

sharpest picture possible

about American consumers—

who they are,

what they buy,

how they think,

and how to reach them.

How Mediamark Research & IntelligenceCaptures High Resolution Data

At every stage of the process, we use the personal approach to advancethe reliability and resolution of the Survey of the American Consumer.

No company pays more attention to the interview process than Mediamark Research, and our interviewers are thebest in the business. Rigorously trained and intensely supervised, they are expert at recruiting survey participants

and building the rapport necessary to gather accurate, honest responses over a wide range of issues and questions.

Sample Selection Personal Interview Self-Administered Questionnaire

Action: Prior notification by mail ofhouseholds in 2,600 market clustersacross the country. Interviewers willmake as many visits as necessary to atarget respondent’s home in order toguarantee maximum participation inthe survey—usually up to five visits.

Result: The highest response rates inthe industry.

Action: Interviewers talk with respondentsin their homes and collect demographicinformation and recent media usage datafor magazines and newspapers, networkand cable/satellite TV stations, radio, theYellow Pages and the Internet.

Because interviews take place inrespondent’s homes, interviewers canobserve household/respondentcharacteristics, which helps ensureaccuracy of responses. The intervieweralso solicits cooperation for participationin the second, self-administered part ofthe data collection process.

Result: Highly accurate demographicdata and responses about a broad rangeof media choices.

Action: Respondents fill out anextensive questionnaire, providing detailon product and service usage down tothe brand level, television viewership byprogram and insight on numerouspsychographic measures.

Because the interviewer explains how tofill out the questionnaire, and makesarrangements for the return of thecompleted survey (usually by personallypicking it up), respondents are highlylikely to complete the questionnaire.

Result: The highest questionnairecompletion rates in the industry, andthe most comprehensive and reliabledatabase available of the consumer andmedia marketplaces.Research

F u l l D i s c l o s u r e

The best research companies don’t hesitate to share with their clients allthe details that go into their research procedures.

The mandate of the Media Ratings Council, organized by leading advertising,agency and media companies, is to set industry standards for valid, reliableand effective audience measurements. The MRC requires that members:

• Disclose all methodological aspects• Meet MRC standards for ratings research• Submit to MRC-designed audits.

Mediamark Research has been accredited by the Media Ratings Councilsince 1988.

O n e S o u r c e . C o m p l e t e M a r k e t D a t a .

The Survey of the American Consumer is a single-source survey:

attitudinal, product consumption and multi-media usage questions

are asked of every respondent. Single-source research maintains a

survey’s reliability and helps marketers better understand the context

in which individual consumers make their media and marketing

choices. For example, what are consumers’ duplication patterns across

different types of media and brands? How do brand loyalties change

across categories?

Mediamark Research & Intelligence is the leading provider of media and consumer research in the country

and the primary source of audience data for the American magazine industry. Data from Mediamark’s

Survey of the American Consumer, conducted continuously since 1979, are used in the majority of media and

marketing plans written in the United States. And because we measure the audiences of all major media,

our multi-dimensional database is the largest and most reliable source available for integrated media planning.

No other organization – not even the Census Bureau – knows as much about Americans as consumers,

about the products and services they use and the brands they live by.

And no other organization provides so many clear signposts for reaching them.

Resolution Research

H i g h r e s o l u t i o n r e s e a r c h d e m a n d s h i g h r e s p o n s e r a t e s .

Any consumer research, no matter how extensive and detailed, has to be reliable in order to be actionable; it has to

represent as closely as possible what actually goes on in the marketplace. The reason is simple: decisions based on good

information result in more favorable outcomes than decisions based on less reliable information.

Reliable research starts with drawing a probability sample, a group of people randomly selected to represent the total

population. Once a sample is drawn, individuals from the sample must be recruited to participate in the survey. A high

response rate among these individuals provides the foundation for all the data that follows, ensuring that they accurately

represent the actual behaviors of American consumers.

M e d i a m a r k ’ s S u r v e y o f t h e A m e r i c a n C o n s u m e re a r n s t h e h i g h e s t r e s p o n s e r a t e s i n t h e i n d u s t r y .

Our reliance on the personal interview consistently generates response rates between 60% and 70%. According to a study

conducted by the Council for Marketing and Opinion Research that tracked the response rates among 1,151 research studies,

competing methodologies are far less successful in generating a reliable sample: 41% of eligible respondents participate in

telephone customer satisfaction surveys; one in three people contacted participate in mall intercepts; 28% of potential

respondents from supplied lists of names and telephone numbers agree to be surveyed. Surveys that recruit respondents via

random-digit dialing have the lowest response rate in the industry — 12%.

RESPONSERATES BYTYPE OFSURVEY

The message is clearand compelling:

the methodologyMediamark Research

employs increases thereliability of the Survey of

the American Consumer.

Mediamark Research/Personal Interview 66%

Phone/Customer Satisfaction 41%

Mall Intercept/Central Location Testing 33%

Phone/List 28%

Random-Digit Dialing 12%

Sources: Mediamark Research & Intelligence (average over 10 years); CMOR (Council for Marketing & Opinion Research),from a study of 1,151 research surveys, “Results: Tracking Response, Cooperation and Refusal Rates for the Industry”,April 2002, available at cmor.org.

High Resolution

H i g h r e s o l u t i o n r e s e a r c h s t a r t s w i t h t h e p e r s o n a l i n t e r v i e w .

To capture the level of

detail that national

marketers demand,

Mediamark Research

does what no other

national survey company

takes the trouble to do:

every year, we conduct

approximately 26,000

in-home, face-to-face

interviews with

American consumers.

In-person, face-to-face interviews are expensive, time consuming, demand a high level of staff training and supervision—

and are well worth the effort. With the personal interview at the core of its methodology, Mediamark Research produces

the most reliable and comprehensive consumer database available for national advertisers and media decision makers.

In-person interviews generate a level of detail and confidence that other data collection methods, by their very nature,

cannot match. For instance, in-person interviews allow for the collection of more verifiable information than can be

gathered in telephone interviews. They also go on longer than the 20-minute outer limit for telephone interviews.

The quantity and quality of responses improves. Visual aids, like TV and magazine logos, are used to help clarify responses.

Face to face, interviewers ask more, and more complex, questions and probe for more accurate and meaningful responses.

Mediamark Research & Intelligence

High Resolution Research

H i g h R e s o l u t i o n R e s e a r c h .

We call it "high resolution" research because Mediamark’s Survey of the American Consumer

yields the sharpest and clearest view of the consumer and media landscape

available anywhere.

In a fragmented and dynamic media marketplace, we offer the most detailed and

representative picture of the nearly 215 million adults who drive it: their demographics and

lifestyles...their usage of nearly 6,000 product and service brands across 550 categories...

the magazines and newspapers they read, the sites they look at, the television programs

they watch, and the radio stations they listen to.

Our research captures the essentials of consumers’ experiences in the marketplace and

provides a deeper understanding of the relationships between lifestyle, consumption and

media exposure and usage. We use a methodology that replaces vagueness with confidence,

fuzziness with clarity, conjecture with real evidence.

H i g h r e s o l u t i o n r e s e a r c h s t a r t s w i t h t h e p e r s o n a l i n t e r v i e w .

To capture the level of

detail that national

marketers demand,

Mediamark Research

does what no other

national survey company

takes the trouble to do:

every year, we conduct

approximately 26,000

in-home, face-to-face

interviews with

American consumers.

In-person, face-to-face interviews are expensive, time consuming, demand a high level of staff training and supervision—

and are well worth the effort. With the personal interview at the core of its methodology, Mediamark Research produces

the most reliable and comprehensive consumer database available for national advertisers and media decision makers.

In-person interviews generate a level of detail and confidence that other data collection methods, by their very nature,

cannot match. For instance, in-person interviews allow for the collection of more verifiable information than can be

gathered in telephone interviews. They also go on longer than the 20-minute outer limit for telephone interviews.

The quantity and quality of responses improves. Visual aids, like TV and magazine logos, are used to help clarify responses.

Face to face, interviewers ask more, and more complex, questions and probe for more accurate and meaningful responses.

Mediamark Research & Intelligence

High Resolution Research

H i g h R e s o l u t i o n R e s e a r c h .

We call it "high resolution" research because Mediamark’s Survey of the American Consumer

yields the sharpest and clearest view of the consumer and media landscape

available anywhere.

In a fragmented and dynamic media marketplace, we offer the most detailed and

representative picture of the nearly 215 million adults who drive it: their demographics and

lifestyles...their usage of nearly 6,000 product and service brands across 550 categories...

the magazines and newspapers they read, the sites they look at, the television programs

they watch, and the radio stations they listen to.

Our research captures the essentials of consumers’ experiences in the marketplace and

provides a deeper understanding of the relationships between lifestyle, consumption and

media exposure and usage. We use a methodology that replaces vagueness with confidence,

fuzziness with clarity, conjecture with real evidence.

Mediamark Research & Intelligence is the leading provider of media and consumer research in the country

and the primary source of audience data for the American magazine industry. Data from Mediamark’s

Survey of the American Consumer, conducted continuously since 1979, are used in the majority of media and

marketing plans written in the United States. And because we measure the audiences of all major media,

our multi-dimensional database is the largest and most reliable source available for integrated media planning.

No other organization – not even the Census Bureau – knows as much about Americans as consumers,

about the products and services they use and the brands they live by.

And no other organization provides so many clear signposts for reaching them.

Resolution Research

H i g h r e s o l u t i o n r e s e a r c h d e m a n d s h i g h r e s p o n s e r a t e s .

Any consumer research, no matter how extensive and detailed, has to be reliable in order to be actionable; it has to

represent as closely as possible what actually goes on in the marketplace. The reason is simple: decisions based on good

information result in more favorable outcomes than decisions based on less reliable information.

Reliable research starts with drawing a probability sample, a group of people randomly selected to represent the total

population. Once a sample is drawn, individuals from the sample must be recruited to participate in the survey. A high

response rate among these individuals provides the foundation for all the data that follows, ensuring that they accurately

represent the actual behaviors of American consumers.

M e d i a m a r k ’ s S u r v e y o f t h e A m e r i c a n C o n s u m e re a r n s t h e h i g h e s t r e s p o n s e r a t e s i n t h e i n d u s t r y .

Our reliance on the personal interview consistently generates response rates between 60% and 70%. According to a study

conducted by the Council for Marketing and Opinion Research that tracked the response rates among 1,151 research studies,

competing methodologies are far less successful in generating a reliable sample: 41% of eligible respondents participate in

telephone customer satisfaction surveys; one in three people contacted participate in mall intercepts; 28% of potential

respondents from supplied lists of names and telephone numbers agree to be surveyed. Surveys that recruit respondents via

random-digit dialing have the lowest response rate in the industry — 12%.

RESPONSERATES BYTYPE OFSURVEY

The message is clearand compelling:

the methodologyMediamark Research

employs increases thereliability of the Survey of

the American Consumer.

Mediamark Research/Personal Interview 66%

Phone/Customer Satisfaction 41%

Mall Intercept/Central Location Testing 33%

Phone/List 28%

Random-Digit Dialing 12%

Sources: Mediamark Research & Intelligence (average over 10 years); CMOR (Council for Marketing & Opinion Research),from a study of 1,151 research surveys, “Results: Tracking Response, Cooperation and Refusal Rates for the Industry”,April 2002, available at cmor.org.

High Resolution

High

Mediamark Research & Intelligence

Mediamark Research

has a singular goal:

to provide the

sharpest picture possible

about American consumers—

who they are,

what they buy,

how they think,

and how to reach them.

How Mediamark Research & IntelligenceCaptures High Resolution Data

At every stage of the process, we use the personal approach to advancethe reliability and resolution of the Survey of the American Consumer.

No company pays more attention to the interview process than Mediamark Research, and our interviewers are thebest in the business. Rigorously trained and intensely supervised, they are expert at recruiting survey participants

and building the rapport necessary to gather accurate, honest responses over a wide range of issues and questions.

Sample Selection Personal Interview Self-Administered Questionnaire

Action: Prior notification by mail ofhouseholds in 2,600 market clustersacross the country. Interviewers willmake as many visits as necessary to atarget respondent’s home in order toguarantee maximum participation inthe survey—usually up to five visits.

Result: The highest response rates inthe industry.

Action: Interviewers talk with respondentsin their homes and collect demographicinformation and recent media usage datafor magazines and newspapers, networkand cable/satellite TV stations, radio, theYellow Pages and the Internet.

Because interviews take place inrespondent’s homes, interviewers canobserve household/respondentcharacteristics, which helps ensureaccuracy of responses. The intervieweralso solicits cooperation for participationin the second, self-administered part ofthe data collection process.

Result: Highly accurate demographicdata and responses about a broad rangeof media choices.

Action: Respondents fill out anextensive questionnaire, providing detailon product and service usage down tothe brand level, television viewership byprogram and insight on numerouspsychographic measures.

Because the interviewer explains how tofill out the questionnaire, and makesarrangements for the return of thecompleted survey (usually by personallypicking it up), respondents are highlylikely to complete the questionnaire.

Result: The highest questionnairecompletion rates in the industry, andthe most comprehensive and reliabledatabase available of the consumer andmedia marketplaces.Research

F u l l D i s c l o s u r e

The best research companies don’t hesitate to share with their clients allthe details that go into their research procedures.

The mandate of the Media Ratings Council, organized by leading advertising,agency and media companies, is to set industry standards for valid, reliableand effective audience measurements. The MRC requires that members:

• Disclose all methodological aspects• Meet MRC standards for ratings research• Submit to MRC-designed audits.

Mediamark Research has been accredited by the Media Ratings Councilsince 1988.

O n e S o u r c e . C o m p l e t e M a r k e t D a t a .

The Survey of the American Consumer is a single-source survey:

attitudinal, product consumption and multi-media usage questions

are asked of every respondent. Single-source research maintains a

survey’s reliability and helps marketers better understand the context

in which individual consumers make their media and marketing

choices. For example, what are consumers’ duplication patterns across

different types of media and brands? How do brand loyalties change

across categories?

High

Mediamark Research & Intelligence

Mediamark Research

has a singular goal:

to provide the

sharpest picture possible

about American consumers—

who they are,

what they buy,

how they think,

and how to reach them.

How Mediamark Research & IntelligenceCaptures High Resolution Data

At every stage of the process, we use the personal approach to advancethe reliability and resolution of the Survey of the American Consumer.

No company pays more attention to the interview process than Mediamark Research, and our interviewers are thebest in the business. Rigorously trained and intensely supervised, they are expert at recruiting survey participants

and building the rapport necessary to gather accurate, honest responses over a wide range of issues and questions.

Sample Selection Personal Interview Self-Administered Questionnaire

Action: Prior notification by mail ofhouseholds in 2,600 market clustersacross the country. Interviewers willmake as many visits as necessary to atarget respondent’s home in order toguarantee maximum participation inthe survey—usually up to five visits.

Result: The highest response rates inthe industry.

Action: Interviewers talk with respondentsin their homes and collect demographicinformation and recent media usage datafor magazines and newspapers, networkand cable/satellite TV stations, radio, theYellow Pages and the Internet.

Because interviews take place inrespondent’s homes, interviewers canobserve household/respondentcharacteristics, which helps ensureaccuracy of responses. The intervieweralso solicits cooperation for participationin the second, self-administered part ofthe data collection process.

Result: Highly accurate demographicdata and responses about a broad rangeof media choices.

Action: Respondents fill out anextensive questionnaire, providing detailon product and service usage down tothe brand level, television viewership byprogram and insight on numerouspsychographic measures.

Because the interviewer explains how tofill out the questionnaire, and makesarrangements for the return of thecompleted survey (usually by personallypicking it up), respondents are highlylikely to complete the questionnaire.

Result: The highest questionnairecompletion rates in the industry, andthe most comprehensive and reliabledatabase available of the consumer andmedia marketplaces.Research

F u l l D i s c l o s u r e

The best research companies don’t hesitate to share with their clients allthe details that go into their research procedures.

The mandate of the Media Ratings Council, organized by leading advertising,agency and media companies, is to set industry standards for valid, reliableand effective audience measurements. The MRC requires that members:

• Disclose all methodological aspects• Meet MRC standards for ratings research• Submit to MRC-designed audits.

Mediamark Research has been accredited by the Media Ratings Councilsince 1988.

O n e S o u r c e . C o m p l e t e M a r k e t D a t a .

The Survey of the American Consumer is a single-source survey:

attitudinal, product consumption and multi-media usage questions

are asked of every respondent. Single-source research maintains a

survey’s reliability and helps marketers better understand the context

in which individual consumers make their media and marketing

choices. For example, what are consumers’ duplication patterns across

different types of media and brands? How do brand loyalties change

across categories?

Mediamark Research & Intelligence

HighResolutionResearch

High Resolution Researchfor the Entire Media Spectrum

National Consumer Magazines

• Nearly every major national consumer magazine in the countrysubscribes to Mediamark Research.

• More than 125 "unmeasured" magazines prototype theiraudiences and develop competitive sales rationales from ourcomprehensive database.

• Magazines use Mediamark’s comprehensive media datato competitively position themselves against print andbroadcast media.

Advertising Agencies

• 450 advertising agencies, including 90 of the top 100,subscribe to Mediamark Research.

• Agencies regard Mediamark data as the standard or "currency"to use in deciding where to place print campaigns.

• Our vast historical database—stretching back a quarter of acentury—enables agencies to track quantitative and qualitativechanges in various segments of the market.

National Marketers

• More than 200 national marketers access the Mediamark database.

• Our consumer data are used to profile different national andregional user segments for a richer understanding of how abrand is used in the marketplace.

• Mediamark consumer data can identify the best prospects forspecific products and support the development of strategiesto reach them.

Electronic Media

• All significant broadcast and cable networks, the largest radiostations, and the most established Internet players subscribeto Mediamark Research.

• Proliferating cable channels means smaller program audiences,making it more important than ever for television marketers todevelop points of difference that strategically distinguish theiraudiences from their competitors’. We provide the datamarketers need to delineate those differences.

• Electronic media measurement services like Nielsen MediaResearch and Arbitron are best at counting electronicaudiences. Mediamark Research excels at describing whothose audiences are.

Mediamark’s Survey of the American Consumer is thecountry’s largest, most comprehensive and mostreliable consumer and media usage database.Confident that this survey accurately representswhat is going on in the U.S. marketplace, America’smost successful marketing and media decisionmakers use the survey database to:

• Increase media buy efficiency

• Pinpoint target markets and identifynew buying trends

• Develop new products or repositionexisting ones

• Confidently build innovative marketing plans

• Gain insight into consumer motivations

• Gain insight about users ofcompetitive products

• Compare market demand acrossmultiple segments

• Determine market potential of niche targets

• Analyze brand volume data to uncoverprofitable consumer segments

How marketers useMediamark Research& Intelligence

H i g h l i g h t s :

W h a t M e d i a m a r k R e s e a r c h M e a s u r e s

Magazines

Average Issue AudiencePlace of ReadingRecency of ReadershipFrequency of ReadershipCopy AcquisitionTime Spent ReadingActions TakenPersonal Rating of MagazineInterest in Advertising

Television

Viewing time periodsCable/satellite/premium channelsViewing frequencyViewer attentionYesterday viewingPast week/month watchingViewership of 600+ programsViewership of Spanish

language programs

Radio

Radio networksRegular listeningListening time periodsRadio formats

The Internet

Type of connectionPast-month Internet activitiesInternet usage frequencyUsage of commercial on-line

computer servicesWeb-site activity

National Newspapers

Average Issue AudiencePlace of ReadingRecency of ReadershipFrequency of Readership

Local Newspapers

Average Issue AudienceRecency of ReadershipFrequency of ReadershipSunday/Daily readership

The Yellow Pages

Last Time ReferencedPhone Book or Internet Directoryat Home, Work or Elsewhere

Items Referenced Prior toPurchase or Use

Demographics & Lifestyle

Age, Sex, Occupation, IncomeChildren in HouseholdBusiness ResponsibilitiesPersonal & Business TravelPublic ActivitiesLeisure ActivitiesPurchasing Behavior

Psychographics—Consumer Attitudes Towards:

HealthTechnologyFinanceAutomotive

Segmentation analyses available formany batteries of attitudinal questions

Consumer Data

User and Usage Data for 6,000 brandsin more than 500 categories

Groceries & Household ItemsPersonal Care ProductsTobacco, Candy, SnacksCars, Vans, Trucks & MotorcyclesFinancial Products & ActivitiesHousehold AppliancesCameras, Computers, Tapes & CD’sSatellite Radio, DVD Players,

MP3 Players, PDA’s

. . . a n d m u c h m o r e .

Research

Mediamark Research & IntelligenceA Member of the GfK Group

800 310 3305

www.mediamark.com

Offices in New York, Chicago and Los Angeles

FoodMediaTravelSports

Printed on Recycled Paper

Mediamark Research & Intelligence

HighResolutionResearch

High Resolution Researchfor the Entire Media Spectrum

National Consumer Magazines

• Nearly every major national consumer magazine in the countrysubscribes to Mediamark Research.

• More than 125 "unmeasured" magazines prototype theiraudiences and develop competitive sales rationales from ourcomprehensive database.

• Magazines use Mediamark’s comprehensive media datato competitively position themselves against print andbroadcast media.

Advertising Agencies

• 450 advertising agencies, including 90 of the top 100,subscribe to Mediamark Research.

• Agencies regard Mediamark data as the standard or "currency"to use in deciding where to place print campaigns.

• Our vast historical database—stretching back a quarter of acentury—enables agencies to track quantitative and qualitativechanges in various segments of the market.

National Marketers

• More than 200 national marketers access the Mediamark database.

• Our consumer data are used to profile different national andregional user segments for a richer understanding of how abrand is used in the marketplace.

• Mediamark consumer data can identify the best prospects forspecific products and support the development of strategiesto reach them.

Electronic Media

• All significant broadcast and cable networks, the largest radiostations, and the most established Internet players subscribeto Mediamark Research.

• Proliferating cable channels means smaller program audiences,making it more important than ever for television marketers todevelop points of difference that strategically distinguish theiraudiences from their competitors’. We provide the datamarketers need to delineate those differences.

• Electronic media measurement services like Nielsen MediaResearch and Arbitron are best at counting electronicaudiences. Mediamark Research excels at describing whothose audiences are.

Mediamark’s Survey of the American Consumer is thecountry’s largest, most comprehensive and mostreliable consumer and media usage database.Confident that this survey accurately representswhat is going on in the U.S. marketplace, America’smost successful marketing and media decisionmakers use the survey database to:

• Increase media buy efficiency

• Pinpoint target markets and identifynew buying trends

• Develop new products or repositionexisting ones

• Confidently build innovative marketing plans

• Gain insight into consumer motivations

• Gain insight about users ofcompetitive products

• Compare market demand acrossmultiple segments

• Determine market potential of niche targets

• Analyze brand volume data to uncoverprofitable consumer segments

How marketers useMediamark Research& Intelligence

H i g h l i g h t s :

W h a t M e d i a m a r k R e s e a r c h M e a s u r e s

Magazines

Average Issue AudiencePlace of ReadingRecency of ReadershipFrequency of ReadershipCopy AcquisitionTime Spent ReadingActions TakenPersonal Rating of MagazineInterest in Advertising

Television

Viewing time periodsCable/satellite/premium channelsViewing frequencyViewer attentionYesterday viewingPast week/month watchingViewership of 600+ programsViewership of Spanish

language programs

Radio

Radio networksRegular listeningListening time periodsRadio formats

The Internet

Type of connectionPast-month Internet activitiesInternet usage frequencyUsage of commercial on-line

computer servicesWeb-site activity

National Newspapers

Average Issue AudiencePlace of ReadingRecency of ReadershipFrequency of Readership

Local Newspapers

Average Issue AudienceRecency of ReadershipFrequency of ReadershipSunday/Daily readership

The Yellow Pages

Last Time ReferencedPhone Book or Internet Directoryat Home, Work or Elsewhere

Items Referenced Prior toPurchase or Use

Demographics & Lifestyle

Age, Sex, Occupation, IncomeChildren in HouseholdBusiness ResponsibilitiesPersonal & Business TravelPublic ActivitiesLeisure ActivitiesPurchasing Behavior

Psychographics—Consumer Attitudes Towards:

HealthTechnologyFinanceAutomotive

Segmentation analyses available formany batteries of attitudinal questions

Consumer Data

User and Usage Data for 6,000 brandsin more than 500 categories

Groceries & Household ItemsPersonal Care ProductsTobacco, Candy, SnacksCars, Vans, Trucks & MotorcyclesFinancial Products & ActivitiesHousehold AppliancesCameras, Computers, Tapes & CD’sSatellite Radio, DVD Players,

MP3 Players, PDA’s

. . . a n d m u c h m o r e .

Research

Mediamark Research & IntelligenceA Member of the GfK Group

800 310 3305

www.mediamark.com

Offices in New York, Chicago and Los Angeles

FoodMediaTravelSports

Printed on Recycled Paper