StarTribune.com The #1 Local Media Website. Page 1

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1 StarTribune.com The #1 Local Media Website Page 1

2 The Best Internet Market and The #1 Local Content Website StarTribune.com: #1 at reaching year olds StarTribune.com: #1 at reaching the educated, affluent, at-work audience StarTribune.com: #1 local media website Page 2

3 Minneapolis/St. Paul Ranks Highly Across Key Indicators Rank #1 #2 #3 #4 #5 #6 #7 #8 #9 Retail Sales/HH Mpls/St. Paul $45,230 Dallas $43,198 San Jose/San Fran $42,528 Boston $41,548 San Diego $41,418 Atlanta $40,363 Los Angeles $40,160 Houston $39,631 Phoenix $38,096 %Home Owners Mpls/St. Paul 74% Detroit 73% St. Louis 72% Tampa 71% Philadelphia 70% Phoenix 70% Atlanta 68% Baltimore 68% Riverside 67% %Employed Adults Wash. D.C. 75% Mpls/St. Paul 74% Baltimore 71% Atlanta 71% Boston 70% Dallas 70% Seattle 69% Philadelphia 67% Houston 67% % Employed Women Wash. D.C 69% Mpls/St. Paul 67% Baltimore 64% Boston 63% Atlanta 63% Seattle 61% Philadelphia 61% St. Louis 60% Chicago 60% % Accessed the Internet Seattle 79% Wash. D.C 77% Mpls/St. Paul 76% San Francisco 75% Atlanta 73% Boston 71% Baltimore 71% San Diego 69% St. Louis 69% #10 Detroit $38,044 Miami 67% Los Angeles 67% San Francisco 59% Dallas 69% Source: 2005 R2 Scarborough Multi-Market Study, Claritas 2005 Top 10 markets in each category among the 20 largest US markets Page 3

4 Minneapolis/St. Paul #1 Market in the Midwest Rank Median HH EBI % College Grads % White Collar Workers % Prof. Women #1 Mpls/St. Paul Mpls/St. Paul Mpls/St. Paul Mpls/St. Paul #2 Chicago Chicago Kansas City Milwaukee #3 Detroit Kansas City Columbus Indianapolis #4 Indianapolis Columbus Milwaukee Kansas City #5 Kansas City Indianapolis Indianapolis St. Loius #6 Columbus Milwaukee Chicago Columbus #7 Cincinnati St. Loius St. Loius Cincinnati #8 St. Loius Cincinnati Cincinnati Chicago #9 Milwaukee Cleveland Detroit Cleveland #10 Cleveland Detroit Cleveland Detroit Employed, educated, white collar adults are active online Source: 2005 R2 Scarborough Multi-Market Study, Claritas 2005 Page 4

5 Twin Cities Internet Usage Has Experienced Phenomenal Growth More Than 8 out of 10 Metro Adults Are Online! Percent of Metro Adults Logged-On To the Internet in the Past Month 90% 83% 80% 70% 60% 50% 40% 30% 20% 10% 0% 48% % of Twin Cities internet users use a broadband connection Minneapolis/St. Paul ranks 9 th among U.S. cities for wireless internet accessibility * Non-Dial-up connection Source: Media Audit (Spring Releases), Scarborough Research 2006 (R1) Minneapolis/St. Paul CBSA, Intel Corporation, 2005 Page 5

6 StarTribune.com Reach Has Grown Steadily Since 2001 Percent of Metro Adults Who Visited Site in Past 30 Days % % 28% 28% 25% 22% 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: The Media Audit, (Spring reports) Page 6

7 Online Advertising and Promotion: The Power of StarTribune.com #1 Local Content website in Minnesota 38 million page views per month 9 million visits per month 2.8 million unique visitors per month 885,150 registered members More than just news: Up-to-the-minute news, weather and traffic Consistently delivering breaking news before any other media Engaging readers with entertainment guides, shopping, talk forums and much more Source: Omniture, 2 nd quarter 2006 averages (unless otherwise noted), Registered Members As of August 10, 2006 Page 7

8 StarTribune.com Visitors Are Educated and Affluent Minneapolis-St. Paul Adults Who Visited StarTribune.com in Past 30 Days Target Market Adults StarTribune.com Visitors StarTribune.com Reach % StarTribune.com Audience Composition % Index All Adults Age 18+ 2,372, , Age , , , , , , , , HH Income $50,000+ 1,484, , $75,000-$99, , , $100,000 Plus 508, , Occupation Professional/Technical 451, , Proprietor/Managerial 475, , Educaton Clerical/Sales Worker 439, , One+ College Degrees 948, , Source: Media Audit, April-May 2006 Page 8

9 Star Tribune Combined With StarTribune.com Reaches 77% of Metro Adults Monthly Cume, Star Tribune + Pioneer Press Star Tribune = 64% Pioneer Press =11% Combined Reach = 75% Monthly Cume, Star Tribune + StarTribune.com Combined Reach = 77% 0% 20% 40% 60% 80% *Monthly Cume based on 4 Sunday, 5 daily insertions in the newspaper, 30 days online Source: Media Audit April-May 2006 Page 9

10 120, ,000 80,000 60,000 40,000 20,000 0 StarTribune.com #1 Against Other Media in Key Demographics 114,170 86,939 Age ,718 65,785 StarTribune.com (1 week online) Top 3 Primetime Networks NBC, ABC, CBS combined net reach: one spot per network, M-Su, primetime, avg half hr Top 10 Radio Stations KQRS, WCCO, KNOW, KEEY, KTIS, KSTP, WLTE, KDWB, KTCZ, KQQL combined net reach: 1 spot per station, M-F, AM drive, avg qtr hr All Cable Channels Combined Combined net reach: one spot per channel, M-Su, primetime, avg half hr 300, ,468 Some college + 300, ,555 HHI $50K+ 250, , , , , , , , , , , , , ,000 50,000 50,000 0 StarTribune.com reaches more Twin Cities adults in key demographics than broadcast TV, radio or cable Source: 2006 (R1) Scarborough Research Corporation; Minneapolis/St. Paul CBSA 0 Page 10

11 Startribune.com reaches more metro adults in an average week than all local radio stations STARTRIBUNE.COM KQRS-FM WCCO-AM KDWB-FM KSTP-FM KTCZ-FM KQQL-FM KEEY-FM KNOW-FM KXXR-FM KZJK-FM KTIS-FM KTTB-FM WLTE-FM KSTP-AM KFAN-FM KSJN-FM Weekly Cumulative Reach of Metro Adults 184, , , , , , , , , , , , , , , , ,200 And Growing! To reach each station s weekly cume audience, an advertiser would have to run 504 spots This is an unlikely schedule, equaling one spot during every available quarter hour over the course of an entire week. Source: Media Audit, April-May 2006 Page 11

12 Television Viewership is Becoming Increasingly More Fragmented Television audiences are declining Cable television and Satellite further fragment viewership 24.3 million households now subscribe to DISH, DirectTV or TiVo 80% of DVR owners mention ability to skip commercials as their favorite feature According to Forrester Research 37% of homes will own DVR s by 2010 An aging audience, average age of viewers: NBC=49, ABC=46, CBS=52 StarTribune.com Median Age - 39 Extremely high commercial production costs associated with TV Page 12 Source: 2005 (R2) Scarborough Research Corporation; Minneapolis/St. Paul CBSA Broadcast and Cable 12/5/05. Adweek 12/13/05.

13 Internet User s Content Interests Vary by Time of Day Morning Morning News Weather Afternoon Entertainment Maps/Directions Traffic Evening Researching- jobs, cars, homes Online shopping Searching Page 13

14 StarTribune.com Is the Best Way to Reach People During the Workday Percent of StarTribune.com Visitors using media by daypart 34% 8 to 11 am 62% 7% 24% 11 to 1 pm 50% 5% 42% 1 to 6 pm 48% 11% Radio StarTribune.com Television Daily AM and PM Updates drive traffic to the site throughout the day Source: MORI Research, 2003 Page 14

15 StarTribune.Com Reaches the Largest Percent of Metro Adults Among Local Media Websites Percent of Metro Adults Startribune.com 845,600 36% WCCO.com 570,700 24% KARE11.com 530,600 22% KSTP-TV.com 454,100 19% Twincities.com 390,800 17% Fox9News.com 347,000 15% Citypages.com 196,800 8% Channel4000.com 129,800 6% UPN29.com 115,100 5% KQRS-FM.com 71,900 3% KXXR-FM.com 70,000 3% Reach based on past 30 days audience Source: Media Audit, April-May 2006 Page 15

16 StarTribune.com Reaches More Metro Adults Than Other Local Media Websites StarTribune.com TwinCities.com StarTribune.com WCCO.com 60% 55% 60% 55% 50% 40% 30% 20% 36% 17% 40% 21% 41% 18% 47% 21% 22% 50% 40% 30% 20% 36% 24% 40% 21% 41% 28% 47% 31% 26% 10% 10% 0% Age 18+ Age Age HHI $75K + Advanced College Degree 0% Age 18+ Age Age HHI $75K + Advanced College Degree StarTribune.com KARE11.com 60% 55% 50% 40% 30% 20% 36% 22% 40% 23% 41% 26% 47% 30% 20% 10% Reach based on past 30 days audience Source: Media Audit, April-May % Age 18+ Age Age HHI $75K + Advanced College Degree Page 16

17 40% 35% StarTribune.com: Consistently the #1 Local Media Website Percent of Metro Adults Who Visited Site in Past 30 Days StarTribune.com:845,600 30% 25% 20% 15% WCCO.com: 570,700 KARE11.com: 530,600 KSTP-TV.com: 454,100 TwinCities.com: 390,800 10% 5% 0% startribune.com WCCO.com KARE11.com KSTP-TV.com Twincities.com StarTribune.com reaches 845,600 metro adults each month Approximately 275,000 more people than the #2 website Source: The Media Audit, (Spring reports) Page 17

18 The #1 Local Media Website StarTribune.com: #1 at reaching year olds Better reach of young adults than traditional media Powerful targeting tool StarTribune.com: #1 at reaching the educated, affluent, at-work audience No other media has the same ability to deliver your message to the at-work professional A large, high quality audience for the Twin Cities StarTribune.com: #1 local media website Get your marketing message in front of key Twin Cities consumers Deliver your advertising message at a fraction of the cost of television Most trafficked and trusted local source of news and information online The daily must see site And Growing Page 18