Demographics

Demographics - Madison, WI

% % Total Total Household Total Square % of US Population Density/Sq. Rental Units/ Population in Group of US Household Population of US s Miles Square Miles Mile Sq. Mile Quarters Population s 879,141 0.31 350,930 0.33 8,472 0.24 104 14 28,118 Source: Market Statistics, a Division of Claritas Inc., Madison, WI DMA 2002 Estimates for Snapshots

Population Estimates - Madison, WI

Male Total US Male % of US Female Total US Fem % of US Total Total US % of US Total Population 435,683 140,505,000 0.31 443,458 146,310,100 0.30 879,141 286,815,100 0.31 Age 0-9 56,194 20,276,770 0.28 53,664 19,346,720 0.28 109,858 39,623,490 0.28 Age 10-14 32,835 10,947,430 0.30 31,183 10,403,620 0.30 64,018 21,351,040 0.30 Age 15-17 19,332 6,369,163 0.30 18,173 5,991,576 0.30 37,505 12,360,740 0.30 Age 18-24 52,074 14,389,100 0.36 49,340 13,802,800 0.36 101,414 28,191,900 0.36 Age 25-34 62,112 19,831,280 0.31 58,836 19,511,790 0.30 120,948 39,343,080 0.31 Age 35-44 69,680 22,097,180 0.32 69,083 22,388,740 0.31 138,763 44,485,910 0.31 Age 45-54 63,637 19,500,750 0.33 63,160 20,310,200 0.31 126,797 39,810,940 0.32 Age 55-64 37,531 12,670,260 0.30 39,295 13,775,690 0.29 76,826 26,445,940 0.29 Age 65-74 23,754 8,228,758 0.29 27,501 9,925,016 0.28 51,255 18,153,770 0.28 Age 75-84 14,461 4,913,017 0.29 21,891 7,545,655 0.29 36,352 12,458,670 0.29 Age 85+ 4,073 1,281,260 0.32 11,332 3,308,355 0.34 15,405 4,589,615 0.34 Median Age 34 N/A N/A 37 N/A N/A 35 N/A N/A Median Age - Projected 5 Year N/A N/A N/A N/A N/A N/A 36 N/A N/A Source: Market Statistics, a Division of Claritas Inc., Madison, WI DMA 2002 Estimates for Snapshots

Education - Madison, WI

Market Population % of Market Total Total US Pop Index to US Total 25+ 566,346 100.00 185,287,900 100 25+, No HS Diploma 98,124 17.33 44,556,530 72 25+ HS Diploma 199,124 35.16 55,253,440 118 25+, Some College 141,297 24.95 47,006,240 98 25+, College Degree 82,011 14.48 24,994,900 107 25+, Grad/Prof Degree 45,790 8.09 13,476,830 111 Source: Market Statistics, a Division of Claritas Inc., Madison, WI DMA 2002 Estimates for Snapshots

Household Income - Madison, WI

Households % of Market Total Index to US Total US Pop % US $0-$14,999 47,290 13.48 94 15,394,560 14.29 $15,000-$24,999 58,678 16.72 107 16,816,740 15.61 $25,000-$34,999 60,854 17.34 112 16,754,050 15.55 $35,000-$49,999 76,153 21.70 112 20,788,190 19.29 $50,000-$74,999 72,680 20.71 100 22,225,930 20.63 $75,000-$99,999 20,605 5.87 76 8,339,387 7.74 $100,000-$149,000 10,454 2.98 67 4,769,413 4.43 $150,000+ 4,216 1.20 49 2,665,536 2.47 Source: Market Statistics, a Division of Claritas Inc., Madison, WI DMA 2002 Estimates for Snapshots

Household Data - Madison, WI

Market Households US Households % US Index to US Total 350,930 107,753,800 100.00 100.00 Owner-Occupied 229,856 71,463,450 0.32 0.48 Renter-Occupied 121,074 36,290,360 0.33 0.99 No Vehicles 25,822 11,186,010 0.23 2.22 One Vehicle 111,607 35,223,940 0.32 0.97 Two Vehicles 146,487 41,578,750 0.35 0.91 Three+ Vehicles 67,014 19,765,110 0.34 1.85 With Children 112,850 38,606,740 0.29 0.82 Without Children 238,080 69,147,060 0.34 0.54 Owner-Occ. Units/Sq. Mile 27 20 135.00 0.00 Renter-Occ. Units/Sq. Mile 14 10 140.00 0.00 Source: Market Statistics, a Division of Claritas Inc., Madison, WI DMA 2002 Estimates for Snapshots Race/Ethnicity - Madison, WI

Total US % of Total US % of Median Total US % of Total US % of Population Households Male Female Pop US Hhld US Age Male US Fem US White (alone) 806,410 213,579,900 0.38 329,661 85,173,020 0.39 36.7 397,277 104,630,200 0.38 409,133 108,949,700 0.38 Black (alone) 27,324 35,606,990 0.08 8,631 12,442,170 0.07 25.7 14,751 16,895,680 0.09 12,573 18,711,310 0.07 Asian/Pacific 18,245 10,936,910 0.17 6,041 3,315,227 0.18 25.5 9,027 5,282,253 0.17 9,218 5,654,652 0.16 (alone) Hispanic* 26,406 37,673,410 0.07 6,554 9,736,295 0.07 23.8 15,043 19,365,010 0.08 11,363 18,308,400 0.06 *Note: Hispanics can also be included in White, Black and Asian designations, causing duplication. Source: Market Statistics, a Division of Claritas Inc., Madison, WI DMA 2002 Estimates for Snapshots

General Information Retail

Average Annual Expenditures - Madison, WI

Category Per HH Total in Market Total in US Food at Home $2,983 $969,941 $300,047,821 Food Outside Home $2,017 $656,083 $203,738,932 Tobacco Products $291 $94,500 $28,998,121 Alcohol $337 $109,727 $34,210,179 Meals at Restaurants $1,800 $585,512 $180,016,329 Housing $11,488 $3,735,811 $1,164,296,770 HH Furnishings $1,760 $572,334 $177,100,922 Apparel, Men/Boys $392 $127,502 $39,845,471 Apparel, Women/Girls $591 $192,213 $59,915,605 Footwear $229 $74,567 $23,130,552 Computer (non-bus.) $114 $37,069 $11,366,145 Software (non-bus.) $20 $6,586 $2,027,165 Cars/Trucks-New $1,697 $551,978 $169,574,359 Cars/Trucks-Used $1,417 $460,736 $140,542,574 Gas/Motor Oil $1,139 $370,480 $114,283,019 Transportation $6,558 $2,132,820 $660,734,361 Health Care $1,815 $590,355 $183,066,627 Health Insurance $996 $324,015 $99,319,230 Medical Services $749 $243,448 $74,552,720 Physicians Services $232 $75,378 $22,898,209 Entertainment $1,834 $596,356 $185,458,652 TV, Radio $687 $223,548 $68,265,761 Education $523 $170,086 $54,640,553 Pets $236 $76,609 $23,579,148 Toys/Games/Hobbies $168 $54,600 $16,624,812 Sports/Recreation $176 $57,124 $18,103,455 Athletic Gear $82 $26,635 $8,398,221 Source: Market Statistics, a Division of Claritas Inc., Madison, WI DMA 2000 Estimates for Snapshots

Shopping Malls - Madison, WI

Mall/Center Shopped Frequently Total Male Female Projected Persons 18+ (00) 3,356 1,638 1,718 WEST TOWNE MALL 58.4% 56.9% 59.8% EAST TOWNE MALL 46.3% 49.3% 43.4% HILLDALE SHOPPING CENTER 14.0% 9.2% 18.5% WESTGATE MALL 6.8% 7.6% 6.1% SOUTH TOWNE MALL 5.8% 4.7% 6.8% SHOPKO 1.9% 0.7% 3.0% PRAIRIE TOWN CENTER 1.1% 0.8% 1.4% Source: The Media Audit, International Demographics Madison, WI Metro Survey Area 2002-2003 Surveys for Snapshots

Industry/Employment Occupation/Employment - Madison, WI

Total in Market % of US Total US Establishments 21,985 0.33% 6,656,659 Employment 335,456 0.34% 98,684,780 White Collar 238,471 0.33% 71,588,270 Blue Collar 107,881 0.35% 30,523,150 Source: Market Statistics, a Division of Claritas Inc., Madison, WI DMA 2000 Estimates for Snapshots

Television

Television Stations in Market - Madison, WI

Call Letters Chan Affiliation Sales Rep Owner Net Weekly Circ WHPN-TV 57 UPN PETR Media Properties, Inc. 19.3% WISC-TV 3 CBS HRPI The Evening Telegram Co. 71.1% WKOW-TV 27 ABC KATZ Quincy Newspapers, Inc. 71.7% WMSN-TV 47 FOX MILL ABRY Partners, Inc. 69.9% WMTV 15 NBC BLAI Benedek Broadcasting Corp. 73.4% Source: Media Market Resources TV Datatrak 3rd Qtr 2003/Nielsen Media Research, November 2001 Madison, WI DMA for Snapshots

PBS Stations by DMA - Madison, WI

Call Letters Channel Owner Website WHA-TV 21 University of Wisconsin www.wpt.org Source: Media Market Resources, Inc. TV Datatrak 3rd Qtr 2003 Madison, WI DMA for Snapshots

DMA Name/Rank/Surveys - Madison, WI

DMA: Madison, WI

Rank: 85 Date Metered: Nielsen Surveys Survey Dates November 2002 October 31- November 27, 2002 July 2002 July 11 - August 7, 2002 May 2002 April 25-May 22, 2002 February 2002 January 31-February 27, 2002 November 2001 November 1-28, 2001 July 2001 July 5 - August 1, 2001 May 2001 April 26 - May 23, 2001 February 2001 February 1-28, 2001 Source: Nielsen Media Research, Madison, WI DMA 2003 for Snapshots

Cable & VCR Penetration - Madison, WI

TV Households Cable Cable Penetration VCR 348,590 193,940 55.6% 92.2% Source: Nielsen Media Research, May 2003 DMA Household Universe Estimates for Madison, WI DMA. For Snapshots.

TV Household Estimates by County - Madison, WI

State County County Size TVHH WI COLUMBIA D 20,940 WI DANE B 176,330 WI GRANT D 18,490 WI GREEN D 13,480 WI IOWA D 8,880 WI JUNEAU D 9,830 WI LAFAYETTE D 6,150 WI MARQUETTE D 6,230 WI RICHLAND D 6,940 WI ROCK C 59,160 WI SAUK D 22,160 TOTAL 348,590 Source: Nielsen Media Research September 2002 Universe Estimates for Snapshots Household Cost Per Point Projections - Madison, WI

Daypart 1Q 2Q 3Q 4Q DAY $26 $31 $26 $34 EF $25 $29 $26 $32 EM $23 $28 $26 $31 EN $40 $47 $43 $54 LF $56 $62 $59 $70 LN $66 $76 $74 $84 PA $51 $63 $57 $65 PR $65 $75 $73 $86 Source: Source: SQAD for Windows – QuickTrend Report Projections for 2003. January 2003 Issue, Level: Average. SQAD, Inc. Copyright @ 2003. All rights reserved – For Snapshots

Television Audience Profile by Daypart - Madison, WI

Weekday Television Affluent Affluent HH Income MTV Empty Full Graying Exposure Viewed Total Male Female Yuppies Mature Working Blue 100K+ Generation Yuppies Nesters Nesters Affluent TV Yesterday on Women Collar Weekday Projected 3,356 1,638 1,718 351 936 337 237 582 745 368 569 261 Persons 18+ (00) BETWEEN 7:00 38.8% 36.3% 41.2% 31.2% 37.0% 37.4% 32.9% 43.3% 35.2% 43.1% 34.0% 30.2% AM AND 9:00 AM BETWEEN 9:00 34.8% 34.2% 35.3% 21.4% 40.3% 21.0% 24.1% 35.2% 27.8% 35.3% 25.4% 44.9% AM AND 3:00 PM BETWEEN 3:00 31.3% 32.5% 30.0% 14.4% 35.5% 23.5% 16.2% 34.1% 23.8% 32.6% 19.8% 36.3% PM AND 4:00 PM BETWEEN 4:00 40.7% 43.6% 38.0% 27.2% 46.5% 35.4% 29.5% 46.7% 33.1% 45.9% 27.5% 44.5% PM AND 5:00 PM BETWEEN 5:00 71.8% 70.8% 72.6% 69.0% 73.3% 72.6% 56.4% 83.6% 63.7% 83.2% 66.2% 61.2% PM AND 6:00 PM BETWEEN 6:00 64.2% 64.4% 64.0% 66.0% 63.6% 60.7% 48.1% 78.9% 55.1% 79.2% 58.1% 51.6% PM AND 6:30 PM BETWEEN 6:30 64.6% 65.6% 63.6% 66.0% 69.3% 66.2% 46.4% 71.2% 53.2% 71.5% 56.1% 57.9% PM AND 7:00 PM BETWEEN 7:00 84.0% 83.5% 84.5% 82.7% 89.3% 90.5% 84.6% 86.9% 83.2% 88.3% 83.1% 78.4% PM AND 10:00 PM BETWEEN 10:00 55.9% 60.7% 51.4% 60.7% 64.2% 60.6% 63.0% 52.5% 63.3% 58.5% 55.4% 47.3% PM AND 10:30 PM BETWEEN 10:30 PM AND 36.6% 43.9% 29.8% 39.5% 46.5% 37.9% 41.9% 30.2% 44.7% 32.5% 27.2% 41.3% MIDNIGHT DID NOT VIEW TELEVISION 3.8% 4.3% 3.2% 3.2% 0.0% 2.9% 4.2% 4.1% 2.5% 1.6% 2.8% 0.0% YESTERDAY Source: The Media Audit, International Demographics Madison, WI Metro Survey Area 2002-2003 Surveys for Snapshots

Cable Television

Cable & VCR Penetration - Madison, WI

TV Households Cable Cable Penetration VCR 348,590 193,940 55.6% 92.2% Source: Nielsen Media Research, May 2003 DMA Household Universe Estimates for Madison, WI DMA. For Snapshots.

Top Ten Cable Networks in the DMA - Madison, WI

Network Total Week Cume % WTBS 21.8% TNT 18.1% NICK 17.5% USA 17.0% TLC 17.0% ESPN 16.3% LIFETIME 15.2% DISNEY 14.2% AEN 14.1% TV WISCONSIN NETWORK 14.1% Source: Nielsen Media Research, Nielsen Homevideo Index February 2002 for Snapshots Cable Network Audience Profile - Madison, WI

Commercial Cable HH Affluent Affluent MTV Maturing Empty Full Graying Channels Viewed Total Male Female Income Yuppies Working Blue Generation Yuppies Nesters Nesters Affluent Past 7 Days 100K+ Women Collar Projected Persons 3,356 1,638 1,718 351 936 337 237 582 745 368 569 261 18+ (00) HAVE CABLE 69.1% 71.2% 67.2% 78.4% 100.0% 70.7% 67.0% 80.7% 72.2% 81.0% 70.9% 84.3% SERVICE ESPN 40.4% 55.6% 26.0% 53.7% 64.8% 44.3% 38.4% 47.1% 48.2% 52.4% 27.9% 59.7% THE WEATHER 39.2% 43.9% 34.7% 45.1% 78.8% 35.5% 42.6% 48.3% 42.2% 49.2% 37.3% 47.1% CHANNEL THE DISCOVERY 38.4% 43.4% 33.6% 45.6% 70.6% 30.8% 48.0% 43.7% 46.3% 42.1% 32.5% 52.4% CHANNEL CABLE NEWS 37.7% 37.9% 37.5% 56.5% 54.1% 33.9% 40.5% 53.2% 42.1% 59.0% 39.3% 34.3% NETWORK (CNN) ESPN 2 33.7% 50.0% 18.1% 38.3% 56.2% 34.2% 28.9% 39.8% 39.7% 44.4% 19.8% 60.9% TURNER NETWORK 32.4% 39.1% 26.0% 40.3% 52.9% 29.1% 27.1% 39.0% 34.0% 39.0% 27.8% 47.1% TELEVISION (TNT) USA NETWORK 29.6% 34.0% 25.5% 37.1% 51.4% 26.6% 25.8% 30.9% 34.9% 36.7% 28.8% 46.2% THE NATIONAL 26.0% 30.6% 21.6% 34.4% 45.5% 16.5% 24.9% 28.0% 31.8% 35.4% 22.5% 42.0% NETWORK (TNN) ARTS & ENTERTAINMENT 25.3% 26.2% 24.4% 32.6% 35.0% 22.3% 33.3% 37.9% 26.9% 34.6% 23.8% 12.6% (A&E) COMEDY CENTRAL 23.9% 29.4% 18.6% 26.7% 45.0% 33.0% 18.6% 17.3% 23.6% 15.9% 18.6% 27.3% HEADLINE NEWS 23.1% 26.0% 20.3% 32.6% 36.7% 31.8% 27.5% 35.1% 25.5% 35.7% 22.8% 25.9% LIFETIME 22.2% 13.6% 30.3% 20.0% 33.0% 20.3% 14.7% 27.9% 25.7% 22.1% 29.1% 11.9% MSNBC 21.4% 21.3% 21.4% 25.7% 30.0% 16.4% 13.0% 29.3% 23.9% 31.9% 24.1% 17.7% BUSINESS CHANNEL 17.1% 21.6% 12.7% 28.0% 21.9% 14.4% 15.6% 28.0% 15.4% 32.2% 10.3% 11.5% (CNBC) VIDEO HITS ONE 15.9% 18.6% 13.3% 13.8% 38.0% 25.0% 8.7% 4.7% 16.1% 4.3% 12.6% 19.2% (VH-1) MUSIC TELEVISION 15.8% 18.2% 13.4% 16.6% 31.9% 24.7% 4.9% 5.0% 13.4% 5.0% 10.0% 24.1% (MTV) ABC FAMILY 13.5% 11.6% 15.3% 16.0% 23.8% 10.0% 17.9% 10.7% 18.0% 7.1% 15.3% 11.6% NICKELODEON 10.9% 10.8% 10.9% 13.0% 22.9% 7.3% 23.5% 6.1% 20.0% 4.3% 7.2% 17.7% BLACK ENTERTAINMENT 6.4% 6.1% 6.7% 2.5% 11.3% 10.3% 7.1% 2.9% 5.1% 1.1% 1.2% 6.8% NETWORK (BET) Source: The Media Audit, International Demographics Madison, WI Metro Survey Area 2002-2003 Surveys for Snapshots

Radio

Commercial Radio Stations Home to Arbitron MSA - Madison, WI

Call Freq. Format Arbitron 12+ AQH Pers (00)) Arbitron 12+ Share Best Demo Sales Rep WBKY-FM 95.9 Country 3 0.5 N/A Clear Chan.-Diamond WBZU-FM 105.1 80s Hits 20 3.3 W25-54 McGavren-Guild WCJZ-FM 96.3 Smooth Jazz 14 2.3 M35-64 Clear Chan.-Diamond WDMP-AM 810 Country 0 0.0 N/A Clear Chan.-Diamond WDMP-FM 99.3 Country 11 1.8 W65+ Clear Chan.-Diamond WIBA-AM 1310 News/Talk 31 5.2 W65+ Clear Chan.-Diamond WIBA-FM 101.5 Classic Rock 39 6.5 M18-34 Clear Chan.-Diamond WJJO-FM 94.1 Rock 38 6.4 M18-34 McGavren-Guild WKPO-FM 105.9 Rhy. CHR 13 2.2 W18-34 Infinity Radio Sales WLMV-AM 1480 Span.-Hits 3 0.5 N/A McGavren-Guild WMAD-FM 92.1 Hot AC 11 1.8 P18-34 Clear Chan.-Diamond WMGN-FM 98.1 Adult Cont. 40 6.7 W35-64 McGavren-Guild WMMM-FM 105.5 Adult Altern. 24 4.0 W25-54 McGavren-Guild WOLX-FM 94.9 Oldies 44 7.4 W35-64 McGavren-Guild WPDR-AM 1350 Adult Cont. 3 0.5 N/A McGavren-Guild WSJY-FM 107.3 Soft AC 8 1.3 M35-64 McGavren-Guild WTDY-AM 1670 Talk 14 2.3 P65+ McGavren-Guild WTLX-FM 100.5 Talk 4 0.7 N/A Infinity Radio Sales WTSO-AM 1070 Sports 12 2.0 M18-34 Clear Chan.-Diamond WTUX-AM 1550 Adult Stand. 16 2.7 W65+ McGavren-Guild WWQM-FM 106.3 Country 49 8.2 W25-54 McGavren-Guild WZEE-FM 104.1 CHR 46 7.7 W18-34 Clear Chan.-Diamond *All Arbitron audience estimates are proprietary to and copyrighted by Arbitron. The unauthorized use of any Arbitron audience estimate constitutes copyright infringement. Source: Media Market Resources Radio Datatrak 4th Qtr 2003 M-SU 6AM-MID Audience Estimates provided by the Arbitron Company Madison, WI Metro Survey Area Commercial Radio Stations Home to Arbitron MSA - Dubuque, IA

Call Freq. Format Arbitron 12+ AQH Pers (00)) Arbitron 12+ Share Best Demo Sales Rep KATF-FM 92.9 Adult Cont. 17 7.9 W25-54 McGavren-Guild KDST-FM 99.3 Trad. Country 3 1.4 P65+ McGavren-Guild KDTH-AM 1370 Adult Stand. 18 8.4 W65+ McGavren-Guild KGRR-FM 97.3 Classic Hits 9 4.2 M25-54 McGavren-Guild KIYX-FM 106.1 Soft AC 3 1.4 W18-34 McGavren-Guild KLYV-FM 105.3 CHR 22 10.2 W18-34 Allied Radio Ptnrs. KXGE-FM 102.3 Classic Rock 16 7.4 M18-34 Allied Radio Ptnrs. WDBQ-AM 1490 Talk 4 1.9 P18-34 Allied Radio Ptnrs. WDBQ-FM 107.5 Oldies 11 5.1 M35-64 Allied Radio Ptnrs. WGLR-AM 1280 Country 0 0.0 N/A Allied Radio Ptnrs. WGLR-FM 97.7 Country 15 7.0 W18-34 J.L. Farmakis WJOD-FM 103.3 Country 26 12.1 M35-64 Allied Radio Ptnrs. WPVL-AM 1590 Oldies 1 0.5 N/A Allied Radio Ptnrs. WPVL-FM 107.1 Oldies 2 0.9 W18-49 Allied Radio Ptnrs. WVRE-FM 101.1 Country 11 5.1 M18-34 McGavren-Guild *All Arbitron audience estimates are proprietary to and copyrighted by Arbitron. The unauthorized use of any Arbitron audience estimate constitutes copyright infringement. Source: Media Market Resources Radio Datatrak 4th Qtr 2003 M-SU 6AM-MID Audience Estimates provided by the Arbitron Company Dubuque, IA Metro Survey Area

Radio MSA Population, Rank & Surveys - Madison, WI

Population Rank Arbitron Surveys Measurement Differential Survey Treatment 438,600 97 Spring,Summer,Fall,Winter Continuous Measurement N/A Source: The Arbitron Company Madison, WI Metro Survey Area 2003 for Snapshots

Radio MSA Population, Rank & Surveys - Dubuque, IA

Population Rank Arbitron Surveys Measurement Differential Survey Treatment 135,900 234 Spring,Fall Condensed N/A Source: The Arbitron Company Dubuque, IA Metro Survey Area 2003 for Snapshots

Radio P18+ Cost Per Point Projections for 60 Second Spots - Madison, WI

Daypart 1Q 2Q 3Q 4Q AMDRV $36 $34 $35 $37 DAY $37 $34 $35 $37 EVE $11 $10 $13 $13 PMDRV $42 $38 $41 $41 Source: SQAD Inc., Issue Dec. 2002, Level: Average, Projections for 2003 SQAD Radio Copyright© 2003. All Right Reserved

Radio P18+ Cost Per Point Projections for 60 Second Spots - Dubuque, IA

Daypart 1Q 2Q 3Q 4Q AMDRV $12 $12 $12 $14 DAY $12 $12 $12 $14 EVE $10 $10 $11 $10 PMDRV $11 $11 $11 $13 Source: SQAD Inc., Issue Dec. 2002, Level: Average, Projections for 2003 SQAD Radio Copyright© 2003. All Right Reserved

Newspaper

Newspaper Coverage and Cost - Madison, WI

Home Daily Daily Sunday Sunday Eff. Name Inch/Page Editions Group Owner Rep Firm County Circ Open Inch Circ Open Inch Date Wisconsin State All Day/M-F; Madison Dane, WI 129 110,102 $84.00 N/A N/A 10/01 Metro-Sub Journal/Capital Times SA; Morn/SU Newspaper Inc. Wisconsin State Morn/M-F; SA; Madison Dane, WI 129 90,063 $63.42 153,830 $107.81 10/01 Metro-Sub Journal SU Newspapers Inc. Madison Madison Capital Times Dane, WI 129 Eves/M-F; SA 20,039 $70.65 N/A N/A 10/01 Metro-Sub Newspaper Inc. Source: Media Framework Newspaper Database 3rd Quarter 2002. Publisher's Statements of Circulation are from Audit Bureau of Circulation's FAS-FAX Report - March 31, 2002 Copyright 2002 Daily Newspaper Readership Profile - Madison, WI

Affluent Affluent Past Weekday, HH Income MTV Empty Full Graying Total Male Female Yuppies Mature Working Blue Read Yesterday 100K+ Generation Yuppies Nesters Nesters Affluent Women Collar Projected Persons 3,356 1,638 1,718 351 936 337 237 582 745 368 569 261 18+ (00) BADGER HERALD 1.6% 1.5% 1.5% 2.5% 1.6% 0.0% 1.7% 0.0% 0.0% 0.0% 0.0% 0.0% MILWAUKEE JOURNAL 1.7% 2.5% 2.5% 3.4% 1.0% 2.2% 2.2% 3.6% 0.7% 0.7% 0.7% 0.0% SENTINEL CAPITAL TIMES 12.1% 11.7% 11.7% 15.6% 4.7% 1.4% 5.2% 28.0% 9.4% 29.9% 12.3% 13.1% WISCONSIN STATE 38.6% 38.6% 38.6% 49.9% 31.2% 25.6% 33.1% 57.1% 48.1% 63.0% 41.8% 47.5% JOURNAL STATE JOURNAL/ CAPITAL TIMES 46.2% 45.0% 45.0% 58.1% 34.4% 27.0% 37.1% 73.0% 54.8% 79.0% 50.5% 56.5% [NET] WEEKDAY 52.2% 52.2% 52.2% 66.5% 42.1% 35.4% 49.7% 76.1% 59.6% 80.8% 56.4% 56.5% NEWSPAPER (NET) Source: The Media Audit, International Demographics Madison, WI Metro Survey Area 2002-2003 Surveys for Snapshots

Readership of Newspaper Sections - Madison, WI

Affluent Affluent Regular Readers of HH Income MTV Empty Full Graying Total Male Female Yuppies Mature Working Blue Sections 100K+ Generation Yuppies Nest Nest Affulent Women Collar Projected Persons 18+ (00) 3,356 1,638 1,718 351 936 337 237 582 745 368 569 261 FRONT PAGE SECTION 56.9% 54.2% 59.4% 72.1% 48.0% 46.1% 66.8% 76.6% 65.0% 80.1% 63.7% 53.2% SUNDAY ADVERTISING 34.0% 27.8% 40.0% 34.6% 33.5% 37.5% 46.0% 34.2% 37.8% 26.8% 47.3% 33.3% INSERTS SPORTS NEWS SECTION 32.7% 49.6% 16.6% 41.8% 35.2% 31.8% 46.9% 40.2% 40.2% 47.2% 15.8% 45.4% BUSINESS NEWS SECTION 31.1% 35.2% 27.2% 52.7% 21.0% 15.0% 37.0% 54.2% 34.2% 59.5% 32.2% 26.1% TV SCHEDULE BOOK-- 28.7% 23.8% 33.3% 26.3% 21.9% 16.0% 23.3% 47.7% 26.5% 44.3% 40.1% 25.1% WEEKEND PAPER MOVIE/ENTERTAINMENT 24.9% 19.8% 29.8% 22.9% 21.1% 19.9% 16.7% 33.0% 25.9% 29.6% 33.7% 22.3% SECTIONS TRAVEL SECTION ON 24.4% 17.6% 30.9% 35.1% 21.7% 24.6% 37.3% 34.9% 29.3% 39.8% 36.4% 16.0% WEEKENDS LIFE STYLE/FASHION 23.7% 14.0% 32.9% 35.6% 17.7% 25.3% 27.2% 33.5% 26.4% 32.6% 35.5% 7.1% NEWS SECTION FOOD SECTION ON DAY 19.0% 11.3% 26.3% 22.3% 12.6% 12.3% 17.3% 29.1% 18.4% 26.5% 25.8% 10.0% PUBLISHED NEIGHBORHOOD NEWS 17.9% 11.8% 23.8% 22.8% 16.9% 11.3% 16.3% 20.6% 22.4% 20.8% 30.8% 19.7% SECTION HOME/TOWNHOME/ 17.6% 14.5% 20.5% 20.7% 12.1% 12.6% 19.8% 31.1% 17.9% 31.1% 25.6% 13.0% CONDO SECTIONS AUTOMOTIVE CLASSIFIED 13.7% 19.2% 8.5% 15.6% 19.3% 11.9% 15.5% 14.0% 17.3% 10.1% 5.8% 25.9% ADS SECTION EMPLOYMENT CLASSIFIED 11.2% 12.5% 9.9% 5.8% 17.6% 13.4% 23.7% 8.0% 15.6% 8.2% 9.4% 17.4% ADS SECTION Source: The Media Audit, International Demographics Madison, WI Metro Survey Area 2002-2003 Surveys for Snapshots

Outdoor

Outdoor Monthly Rates & Daily Effective Circ. - Madison, WI

30-Sheet Posters (50 Daily Effective Rotary Painted # Panel Daily Effective Daily Effective Circulation Unit Plant Name Showing): # Panel Circulation Cost/ Bulletins: Average Unilluminated Circulation Illuminated Unilluminated Cost Illuminated Month Daily Effective Circ. Adams Outdoor 6 6 22,360 8,540 $10,200 40,080 $3,200.00 Advertising Source: Media Market Resources, Inc. 1st Qtr 2002 Madison, WI DMA for Snapshots Outdoor AudienceProfile - Madison, WI

Affluent Affluent HH Income MTV Empty Full Graying Publications Total Male Female Yuppies Mature Working Blue 100K+ Generation Yuppies Nesters Nesters Affluent Women Collar Projected Persons 18+ 3,356 1,638 1,718 351 936 337 237 582 745 368 569 261 (00) HEAVY [ 200 MILES OR 44.2% 50.9% 37.7% 52.9% 52.8% 35.6% 43.8% 52.9% 50.2% 50.7% 44.4% 59.4% MORE ] MEDIUM [ 100- 21.5% 20.6% 22.3% 25.7% 20.1% 30.5% 34.9% 23.6% 22.5% 26.0% 28.1% 23.1% 199 MILES ] LIGHT [ 1-99 32.9% 26.9% 38.5% 21.4% 26.6% 33.9% 21.3% 23.5% 26.8% 22.2% 27.5% 16.0% MILES ] NONE [ 0 1.5% 1.5% 1.4% 0.0% 0.5% 0.0% 0.0% 0.0% 0.5% 1.1% 0.0% 1.6% MILES ] Source: The Media Audit, International Demographics Madison, WI Metro Survey Area 2002-2003 Surveys for Snapshots

Internet/Technology

Computer and Internet Usage - Madison, WI

Online Services Used Last Month Total Male Female Projected Persons 18+ (00) 3,356 1,638 1,718 LOGGED ONTO ONLINE SERVICES AND/OR THE INTERNET DURING PAST MONTH N/A N/A N/A FROM AT WORK OR AT HOME 70.6% 71.6% 69.6% FROM AT HOME 64.8% 65.3% 64.4% FROM AT WORK 39.8% 41.3% 38.4% FROM AT HOME ONLY 30.8% 30.3% 31.2% FROM AT WORK ONLY 5.8% 6.3% 5.2% ONLINE SERVICES USED PAST MONTH... N/A N/A N/A AOL/AMERICA ONLINE 17.3% 16.1% 18.4% COMPUSERVE 2.6% 1.7% 3.4% MSN/MICROSOFT NETWORK 28.7% 23.2% 34.0% PAST YEAR PURCHASES ON THE INTERNET... N/A N/A N/A 1 + TIME 51.6% 54.7% 48.6% 5 + TIMES 27.6% 30.1% 25.2% 10 + TIMES 15.6% 16.4% 14.8% PAST YEAR SHOPPED PRODUCTS ON INTERNET PRIOR TO MAKING PURCHASE AT LOCAL STORE N/A N/A N/A 1 + TIME 53.3% 57.3% 49.5% 5 + TIMES 24.7% 29.3% 20.2% 10 + TIMES 12.2% 14.8% 9.6% VISIT EMPLOYMENT CLASSIFIED AD SITES ON THE INTERNET N/A N/A N/A REGULARLY 3.6% 4.2% 3.0% OCCASIONALLY 19.2% 18.8% 19.6% REGULARLY/OCCASIONALLY 22.8% 23.0% 22.6% Source: The Media Audit, International Demographics Madison, WI Metro Survey Area 2002-2003 Surveys for Snapshots Local Media and Community Web Sites - Madison, WI

Organization Category Organization URL Radio WBZU-FM www.thebuzzmadison.com Radio WCJZ-FM www.star963.com Radio WCLO-AM www.wclo.com Radio WDDC-FM wddc.jvlnet.com Radio WDMP-AM www.d99point3.com Radio WDMP-FM www.d99point3.com Radio WGLR-AM www.wglr.com Radio WGLR-FM www.wglr.com Radio WIBA-AM www.wiba.com Radio WIBA-FM www.wibafm.com Radio WJVL-FM www.wjvl.com Radio WMAD-FM www.madisonmix.com Radio WMGN-FM www.magic98.com Radio WMMM-FM www.1055triplem.com Radio WNNO-FM www.dells.com/wnno/ Radio WOLX-FM www.wolx.com Radio WPDR-AM wpdr.jvlnet.com Radio WRCO-AM www.wrco.com Radio WRCO-FM www.wrco.com Radio WRJC-AM www.wrjc.com Radio WRJC-FM www.wrjc.com Radio WRPQ-AM www.wrpq.com Radio WTDY-AM www.wtdy.com Radio WTLX-FM www.wtlx.com Radio WTSO-AM www.espn1070.com Radio WTUX-AM www.wtux.com Radio WVRE-FM www.1011theriver.com Radio WWQM-FM www.q106.com Radio WZEE-FM www.z104fm.com TV WBUW www.wb57.com TV WISC www.wisctv.com TV WKOW www.wkowtv.com TV WMSN www.fox47.com TV WMTV www.nbc15.com Source: Media Market Resources, Inc. 3rd Qtr 2003 Madison, WI DMA for Snapshots