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Star Tribune Combined with Startribune.Com Reaches 77% of Metro Adults

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Star Tribune Combined with Startribune.Com Reaches 77% of Metro Adults StarTribune.comStarTribune.com TheThe #1#1 LocalLocal MediaMedia WebsiteWebsite Page 1 The Best Internet Market and The #1 Local Content Website • StarTribune.com: #1 at reaching 18-34 year olds • StarTribune.com: #1 at reaching the educated, affluent, at-work audience • StarTribune.com: #1 local media website Page 2 Minneapolis/St. Paul Ranks Highly Across Key Indicators %Home %Employed % Employed % Accessed Rank Retail Sales/HH Owners Adults Women the Internet Mpls/St. Paul Mpls/St. Paul Wash. D.C. Wash. D.C Seattle #1 $45,230 74% 75% 69% 79% Dallas Detroit Mpls/St. Paul Mpls/St. Paul Wash. D.C #2 $43,198 73% 74% 67% 77% San Jose/San Fran St. Louis Baltimore Baltimore Mpls/St. Paul #3 $42,528 72% 71% 64% 76% Boston Tampa Atlanta Boston San Francisco #4 $41,548 71% 71% 63% 75% San Diego Philadelphia Boston Atlanta Atlanta #5 $41,418 70% 70% 63% 73% Atlanta Phoenix Dallas Seattle Boston #6 $40,363 70% 70% 61% 71% Los Angeles Atlanta Seattle Philadelphia Baltimore #7 $40,160 68% 69% 61% 71% Houston Baltimore Philadelphia St. Louis San Diego #8 $39,631 68% 67% 60% 69% Phoenix Riverside Houston Chicago St. Louis #9 $38,096 67% 67% 60% 69% Detroit Miami Los Angeles San Francisco Dallas $38,044 67% 67% 59% 69% #10 Source: 2005 R2 Scarborough Multi-Market Study, Claritas 2005 Top 10 markets in each category among the 20 largest US markets Page 3 Minneapolis/St. Paul #1 Market in the Midwest Median HH % College % White Collar % Prof. Rank EBI Grads Workers 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 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% 48% 50% 40% 30% 20% 10% 0% 2000 2006 • 59% of Twin Cities’ internet users use a broadband connection • Minneapolis/St. Paul ranks 9th among U.S. cities for wireless internet accessibility * Non-Dial-up connection Source: Media Audit 2000-2006 (Spring Releases), Scarborough Research 2006 (R1) Minneapolis/St. Paul CBSA, Intel Corporation, 2005 Page 5 StarTribune.com Reach Has Grown Steadily Since 2001 Percent of Metro Adults Who Visited Site in Past 30 Days 2006 36% 2005 31% 2004 28% 2003 28% 2002 25% 2001 22% 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: The Media Audit, 2001-2005 (Spring reports) Page 6 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, 2nd quarter 2006 averages (unless otherwise noted), Registered Members As of August 10, 2006 Page 7 StarTribune.com Visitors Are Educated and Affluent Minneapolis-St. Paul Adults Who Visited StarTribune.com in Past 30 Days StarTribune.com StarTribune.com StarTribune.com Audience Target Mark et Adul ts Visitors Reach % Composition % Index All Adults Age 18+ 2,372,500 845,600 36 100 100 Age 18-24 298,700 120,400 40 14 113 25-34 437,900 176,200 40 21 113 35-44 515,600 220,600 43 26 120 45-54 483,300 188,200 39 22 109 HH Income $50,000+ 1,484,000 634,400 43 75 120 $75,000-$99,999 414,600 181,600 44 22 123 $100,000 Plus 508,500 254,500 50 30 140 Occupation Professional/Technical 451,000 212,400 47 25 132 Proprietor/Managerial 475,000 247,000 52 29 146 Educaton Clerical/Sales Worker 439,300 187,400 43 22 120 One+ College Degrees 948,300 445,200 47 53 132 Source: Media Audit, April-May 2006 Page 8 Star Tribune Combined With StarTribune.com Reaches 77% of Metro Adults Monthly Cume, Star Tribune = Pioneer Press Combined Reach = 75% Star Tribune + Pioneer Press 64% =11% Monthly Cume, Combined Reach = 77% Star Tribune + StarTribune.com 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 StarTribune.com #1 Against Other Media in Key Demographics Age 18-34 StarTribune.com 114,170 (1 week online) 120,000 Top 3 Primetime Networks 100,000 86,939 78,718 NBC, ABC, CBS combined net reach: one spot per network, M-Su, primetime, avg half hr 80,000 65,785 60,000 Top 10 Radio Stations 40,000 KQRS, WCCO, KNOW, KEEY, KTIS, KSTP, WLTE, KDWB, KTCZ, KQQL combined net reach: 1 spot per station, M-F, AM drive, avg qtr hr 20,000 0 All Cable Channels Combined Combined net reach: one spot per channel, M-Su, primetime, avg half hr Some college + HHI $50K+ 290,468 300,000 300,000 270,555 250,000 211,959 209,251 250,000 212,645 217,239 181,013 200,000 200,000 172,395 150,000 150,000 100,000 100,000 50,000 50,000 0 0 • StarTribune.com reaches more Twin Cities adults in key demographics than broadcast TV, radio or cable Page 10 Source: 2006 (R1) Scarborough Research Corporation; Minneapolis/St. Paul CBSA Startribune.com reaches more metro adults in an average week than all local radio stations Weekly Cumulative Reach of Metro Adults STARTRIBUNE.COM 598,200 KQRS-FM 535,900 WCCO-AM 485,600 A nd G KDWB-FM 449,900 row ing! KSTP-FM 370,300 KTCZ-FM 352,100 KQQL-FM 341,100 KEEY-FM 322,400 KNOW-FM 285,600 • To reach each station’s weekly KXXR-FM 277,000 cume audience, an advertiser KZJK-FM 246,000 would have to run 504 spots KTIS-FM 240,800 KTTB-FM 233,000 • This is an unlikely schedule, WLTE-FM 215,000 equaling one spot during every KSTP-AM 211,000 available quarter hour over the KFAN-FM 184,200 course of an entire week. KSJN-FM 161,200 Source: Media Audit, April-May 2006 Page 11 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. 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 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 Page 14 Source: MORI Research, 2003 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% 454,100 KSTP-TV.com 19% 390,800 Twincities.com 17% 347,000 Fox9News.com 15% Citypages.com 196,800 8% 129,800 Channel4000.com 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 StarTribune.com Reaches More Metro Adults Than Other Local Media Websites StarTribune.com StarTribune.com TwinCities.com WCCO.com 60% 60% 55% 55% 50% 47% 50% 47% 41% 41% 40% 40% 40% 40% 36% 36% 31% 30% 30% 28% 24% 26% 21% 21% 22% 21% 20% 17% 18% 20% 10% 10% 0% 0% Age 18+ Age 18-34 Age 25-54 HHI $75K + Advanced Age 18+ Age 18-34 Age 25-54 HHI $75K + Advanced College College Degree Degree StarTribune.com KARE11.com 60% 55% 50% 47% 41% 40% 40% 36% 30% 30% 26% 22% 23% 20% 20% 10% 0% Age 18+ Age 18-34 Age 25-54 HHI $75K + Advanced Reach based on past 30 days audience College Degree Source: Media Audit, April-May 2006 Page 16 StarTribune.com: Consistently the #1 Local Media Website Percent of Metro Adults Who Visited Site in Past 30 Days 40% StarTribune.com:845,600 35% 30% 25% WCCO.com: 570,700 20% KARE11.com: 530,600 KSTP-TV.com: 454,100 15% TwinCities.com: 390,800 10% 5% 0% 2001 2002 2003 2004 2005 2006 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, 2001-2006 (Spring reports) Page 17 The #1 Local Media Website StarTribune.com: #1 at reaching 18-34 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.
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