The Relative The Relative Importance Importance

of Newspaper of Newspaper MediaMedia

Particularly as it relates to Advertising

Read a Daily Printed NewspaperYesterday

67.3 million67.3 million36% of U.S. Adults

including27 Million 18-49 Year Olds

12.9 million12.9 million 18-49 Year Olds

Visited a Newspaper Web SiteYesterday

1.1 million1.1 million 18-49 Year Olds

Read a Newspaper e-EditionYesterday

22.3 million22.3 million 18-49 Year Olds

Visited a Newspaper on Mobile Device in Past 30 Days

Used Newspaper Media

90.7 million90.7 million48% of U.S. Adults

including45.4 Million 18-49 Year Olds

Reaching 18-49 Year Olds

THE OSCARS16.4 million16.4 million

NEWSPAPERS

45.4 million45.4 million5353

SundaySunday

Reaching Mobile’s

18+ Year OldsWALA TV

59,600 viewers59,600 viewers

Press-Register256,328 readers256,328 readers

But, you ask, how does But, you ask, how does newspaper market share newspaper market share

stack up against other stack up against other leaders in their industries? leaders in their industries?

Daily NewspaperMarket Share

36%36%Percent of U.S. Adults Who Read

A Newspaper Yesterday

25%1

8%6

18%4

22%3

9%523%2

vs. Other Major Businesses

1) Drank past 7 days; 2) bank household uses; 3) used for lunch past 30 days; 4)shopped past 30 days; 5) Auto insurance provider; 6) used for breakfast past 30 days

The Size of the Newspaper The Size of the Newspaper TotalTotal Audience Audience

U.S. AdultsAudience Number PercentAny Newspaper Media past 7 days (mobile past 30 days) 132,000,029 70.1%

Used MasterCard or VISA in past 3 months 130,922,490 69.5%

Always vote in presidential elections 130,361,148 69.2%

Visited Google in past 30 days 122,305,710 65.0%

Use Wireless/Cell Phone for Text messaging 118,766,934 63.1%

Total U.S. Adults 188,269,300 100%

Newspaper Advertising Benefits Include:Newspaper Advertising Benefits Include:Newspapers are invited into the home – often for advertising information

Broad reach – more than one third of adults weekdays, half on any Sunday

Demographic targeting based on reader interest

Geographic targeting - zoned or full run advertising

Immediacy – advertising carries timeliness of daily news

Demographically desirable audience – informed and upscale

Short deadlines, turnaround time on ad production and placement

Multiple platforms – in Print, Online, Mobile and Direct Mail

Creative ad sizes and ad Positions

Credible news source

Reaches deal seekers with couponing, Daily Deals