20122012 AUDIENCEAUDIENCE SCORECARDSCORECARD

PRINT Source: 2011 St. Louis Scarborough Report (MSA) OUR AUDIENCE THEIR AUDIENCE Average Issue Adults Reached Our products reach Riverfront Times 202,577 (9%) 1,031,094 more people 57% St. Louis American 136,759 (6%) St. Louis Magazine 87,806 (4%) than the RFT in a week. Jefferson Co Leader 67,083 (3%) That’s 1,233,671 adults who Webster Kirkwood Times 51,225 (2%) read our products in a week. Business Journal 39,630 (2%)

SUBSCRIPTION TV Source: 2011 St. Louis Scarborough Report (MSA) OUR AUDIENCE THEIR AUDIENCE Cume M-S 5a-2a Adults Reached Our products reach Fox Sports MW 308,088 (14%) 925,583 more people than 57% TNT 297,886 (14%) HISTORY 261,072 (12%) Fox Sports MW in a week. ESPN 254,749 (12%) That’s 1,233,671 adults who TBS 247,285 (11%) read our products in a week. LIFETIME 234,095 (11%)

51% of MSA households subscribe only to CABLE and 33% subscribe to SATELLITE. If you purchase advertising through the CABLE company, discount these reach figures by the 33% that will not receive your message.

RADIO Source: 2011 St. Louis Scarborough Report (MSA) OUR AUDIENCE THEIR AUDIENCE Cume M-S 6a-Mid Adults Reached Our products reach KLOU 702,122 (32%) 531,549 more people 57% WARH 678,703 (31%) KSLZ 643,895 (30%) than KLOU in a week. KEZK 624,133 (29%) That’s 1,233,671 adults who KYKY 566,891 (26%) read our products in a week. KMOX 525,037 (24%)

BROADCAST TV Source: 2011 St. Louis Scarborough Report (MSA) OUR AUDIENCE THEIR AUDIENCE Our products reach Cume M-F 5a-7a Adults Reached 910,937 more people than 57% KTVI/FOX/2 News 322,734 (15%) KSDK/NBC/5 News 231,509 (11%) Fox 2 morning news in a week. KMOV/CBS/4 News 133,456 (6%) That’s 1,233,671 adults who read our products in a week.

LOCAL ONLINE Source: comScore 3-month avg Dec 2011 - Feb 2012 OUR AUDIENCE THEIR AUDIENCE Avg. Monthly Unique Visitors STLtoday.com reaches ksdk.com 776,000 1,275,000 more people 2,051,000 kmov.com 466,000 fox2now.com 377,000 than ksdk.com in a month. Riverfronttimes.com 313,000 unique visitors to STLtoday.com BND.com 220,000 in an average month.

“Our Audience” based on “our products” = P-D, SJ and STLtoday.com past 7 days Cume (Reach): The total unduplicated adults reached in a week. Like a “guest register, it measures how many people stopped by, not how many stopped by when the ad was airing.