TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

a smart partnership a smart partnership to reach a targeted audienceto reach a targeted audience

Banking Banking

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

Currently 72.8%Currently 72.8%Of the people in Of the people in Jacksonville areJacksonville are

employedemployed

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

As of the beginning of this year $37 Billion dollars of mortgagesAs of the beginning of this year $37 Billion dollars of mortgagesin Jacksonville are held by people who are unemployed. Alsoin Jacksonville are held by people who are unemployed. Also

pay cuts and 401K losses affect the working and retired residents.pay cuts and 401K losses affect the working and retired residents.

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

Currently 76% of Folio Weekly readers are still employed Currently 76% of Folio Weekly readers are still employed and are producing an average income of $82,332and are producing an average income of $82,332

Which is higher than both the Times Union and the Jack BJ. Which is higher than both the Times Union and the Jack BJ.

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

Folio Weekly reachesFolio Weekly reaches$178,737 local home$178,737 local homeowners and currentlyowners and currently

almost 80% oralmost 80% or142,237142,237 of them of them

are employedare employed

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

Compared to the Times Union and the Business Journal Compared to the Times Union and the Business Journal a campaign with Folio Weekly reaches a campaign with Folio Weekly reaches 142,237142,237 current current

residents that owns home and have jobs to pay their mortgagesresidents that owns home and have jobs to pay their mortgages

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

What about new home sales? How many What about new home sales? How many people are planning to buy and people are planning to buy and

where can you reach them? where can you reach them?

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

CurrentlyCurrently110,916 or 10%110,916 or 10%

Of the JacksonvilleOf the JacksonvilleMarket is planningMarket is planning

To buy a homeTo buy a home

Down 26,084 from Down 26,084 from 137,000137,000

Buyers in 2008Buyers in 2008

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

42,975

23,555

05,00010,00015,00020,00025,00030,00035,00040,00045,00050,000

2008 2009

Folio Weekly reaches Folio Weekly reaches 23,555 home buyers which23,555 home buyers whichIs down 19,420 but is lessIs down 19,420 but is less

compared to the market declinecompared to the market decline

Read Folio Weekly and Plan to buy a homeRead Folio Weekly and Plan to buy a home

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

31,939

11,816

05,00010,00015,000

20,00025,00030,00035,000

40,00045,00050,000

2008 2009

20,659

8,319

05,00010,00015,000

20,00025,00030,00035,00040,00045,000

50,000

2008 2009

J. Business Journal Home BuyersJ. Business Journal Home Buyers

Times Union Business Home BuyersTimes Union Business Home Buyers

Both theBoth theTimes Union Times Union

Business Section Business Section and The Jacksonvilleand The Jacksonville

Business JournalBusiness Journalhave shown have shown

major declines inmajor declines inreaching peoplereaching people

planning to invest planning to invest in a local homein a local home

purchasepurchase

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

Even with the declineEven with the declineFolio Weekly remainsFolio Weekly remains

a large contributora large contributorto reaching new buyersto reaching new buyersand getting rid of badand getting rid of bad

home debthome debt

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

Adding Folio Weekly to your current campaign willAdding Folio Weekly to your current campaign willIncrease the reach from 13% to Increase the reach from 13% to 26%26% and be seen by and be seen by

14,218 different home buyers14,218 different home buyers not exposed to the other media choices not exposed to the other media choices

Together this campaign reaches more than 1 out of every 4 home buyers!Together this campaign reaches more than 1 out of every 4 home buyers!

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

Average ResidentAverage Resident

Folio readers are Folio readers are 17% and 20% more 17% and 20% more

Likely to be active investorsLikely to be active investors ages 18-54ages 18-54

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

Average ResidentAverage Resident

Folio outperforming by 63% at reachingFolio outperforming by 63% at reachingPeople with liquid assets over ¼ MillionPeople with liquid assets over ¼ Million

Folio readers are 51% more likelyFolio readers are 51% more likelyTo still be trading in the stock marketTo still be trading in the stock market

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

Folio can help you reach an exclusive audience. Folio can help you reach an exclusive audience. 45.1% do not read Times Union Business News45.1% do not read Times Union Business News

65.1% do not read the Jack Business Journal65.1% do not read the Jack Business Journal

TheThe Media AuditMedia Audit – Jacksonville March 2009 – Jacksonville March 2009

Banking Banking

Why Folio Weekly is a smart partnershipWhy Folio Weekly is a smart partnership

: Summary Point #1: Summary Point #1

: Summary Point #2: Summary Point #2

: Summary Point #3: Summary Point #3

: Summary Point #4: Summary Point #4