Today’s News-Herald Survey Report - April, 2012 1. Are you 18 years of age or older? Value Count Percent % Yes 188 100% Statistics Total Responses 188 2. Do you or any member of your family work for the Today's News-Herald? Value Count Percent % No 188 100% Statistics Total Responses 188 Pulse Research Inc. Page 1 April, 2012 3. Have you or anyone in your household read the Today's News-Herald in the past week? Value Count Percent % Yes 179 95.2% No 9 4.8% Statistics Total Responses 188 4. Have you personally read the Today's News-Herald in the past week? Value Count Percent % Yes 176 98.3% No 3 1.7% Statistics Total Responses 179 Pulse Research Inc. Page 2 April, 2012 5. How often do you read the following in the Today's News-Herald? (Check ONE each row, press NEXT to continue) Always Frequently Occasionally Never Responses 60.2% 19.3% 14.2% 6.3% Ad inserts - Food Coupons & Grocers 176 106 34 25 11 20.5% 33.0% 41.5% 5.1% Classified ads 176 36 58 73 9 34.7% 14.2% 25.0% 26.1% Comics 176 61 25 44 46 14.2% 4.5% 19.9% 61.4% Crossword 176 25 8 35 108 30.7% 31.3% 30.7% 7.4% Entertainment 176 54 55 54 13 35.2% 30.1% 26.7% 8.0% Food 176 62 53 47 14 31.3% 30.7% 29.0% 9.1% Healthy Living 176 55 54 51 16 57.4% 25.0% 15.9% 1.7% Letters to the Editor 176 101 44 28 3 84.7% 12.5% 1.7% 1.1% Local News 176 149 22 3 2 39.8% 14.8% 33.0% 12.5% Obits 176 70 26 58 22 50.0% 31.3% 15.9% 2.8% Opinion 176 88 55 28 5 24.4% 33.0% 29.0% 13.6% Planner 176 43 58 51 24 5.1% 17.0% 55.7% 22.2% Real Estate 176 9 30 98 39 7.4% 13.1% 33.0% 46.6% Religion 176 13 23 58 82 32.4% 40.3% 22.2% 5.1% Retail ads 176 57 71 39 9 34.1% 39.2% 25.0% 1.7% Special sections 176 60 69 44 3 23.9% 19.3% 34.1% 22.7% Sports 176 42 34 60 40 15.3% 10.8% 27.8% 46.0% TV section 176 27 19 49 81 Pulse Research Inc. Page 3 April, 2012 6. How many people in your household, INCLUDING YOURSELF, read your copy of the Today's News- Herald? Value Count Percent % 1 37 20.7% 2 127 70.9% 3 7 3.9% 4 3 1.7% 5 1 0.6% Don't Know 4 2.2% Statistics Total Responses 179 Average 1.9 7. Have you or any member of your household placed a classified ad in the Today's News-Herald in the last 12 months? Value Count Percent % Yes 53 29.6% No 124 69.3% Don't Know 2 1.1% Statistics Total Responses 179 Pulse Research Inc. Page 4 April, 2012 8. What was the response to the ad? Value Count Percent % Excellent (sold item or service advertised) 18 34% Satisfactory (received many calls) 16 30.2% Poor (received very few calls) 19 35.8% Statistics Total Responses 53 Skipped 1 9. Which of the following products or services has anyone in your household bought in the last 30 days in response to an ad in the Today's News-Herald? (Check all that apply. Press NEXT to continue) Value Count Percent % Children's products/services 3 1.7% Clothing - men's 22 12.3% Clothing - women's 61 34.1% Clothing - children's 6 3.4% Clothing - jewelry/accessories 9 5% Shoes - men's 19 10.6% Shoes - women's 24 13.4% Electronics/computer 24 13.4% Cellular phone 7 3.9% Entertainment products (books, CDs, etc.) 18 10.1% Entertainment services (concert, plays, etc.) 25 14% Groceries 146 81.6% Pulse Research Inc. Page 5 April, 2012 Internet purchasing 19 10.6% Investments/assets 1 0.6% Lawn & garden products 45 25.1% Lumber & building products 34 19% None of the above 28 15.6% Statistics Total Responses 179 10. Which of the following products or services has anyone in your household bought in the last 30 days in response to an ad in the Today's News-Herald? (Check all that apply. Press NEXT to continue) Value Count Percent % Home products 57 31.8% Furniture 11 6.1% Mattress/bedding 5 2.8% Home Services 11 6.1% Plumbing repair 8 4.5% Heating repair 2 1.1% Handyman repair 10 5.6% Rent apartment 2 1.1% Rent house 2 1.1% Remodel - home 2 1.1% Repair - home 9 5% None of the above 102 57% Statistics Total Responses 179 Pulse Research Inc. Page 6 April, 2012 11. Which of the following products or services has anyone in your household bought in the last 30 days in response to an ad in the Today's News-Herald? (Check all that apply. Press NEXT to continue) Value Count Percent % Boating/fishing supplies 16 8.9% Recreation products/activities 15 8.4% Restaurant dining 108 60.3% Restaurant - fast food 65 36.3% Specialty shops (visited) 44 24.6% Vacation/travel 5 2.8% Insurance (dental, medical, life, etc.) 5 2.8% Medical service providers 20 11.2% Eye exam 9 5% Found a job 2 1.1% Casino gaming or entertainment 31 17.3% None of the above 47 26.3% Statistics Total Responses 179 Pulse Research Inc. Page 7 April, 2012 12. Which of the following products or services has anyone in your household bought in the last 30 days in response to an ad in the Today's News-Herald? (Check all that apply. Press NEXT to continue) Value Count Percent % Personal care services - any 15 8.4% Beauty salon 21 11.7% Education/classes 3 1.7% Professional care services - any 10 5.6% Banking services 9 5% Accountant 1 0.6% Cellular phone service 5 2.8% Vehicle products 12 6.7% Vehicle services 21 11.7% Tires 20 11.2% None of the above 108 60.3% Statistics Total Responses 179 Pulse Research Inc. Page 8 April, 2012 13. Which of the following vehicles has anyone in your household bought in the last 30 days in response to an ad in the Today's News-Herald? (Check all that apply. Press NEXT to continue) Value Count Percent % New boat 1 0.6% New car 1 0.6% New motorcycle 1 0.6% Used ATV - all terrain vehicle 1 0.6% Used boat 2 1.1% Used car 5 2.8% Used recreation vehicle (RV) 1 0.6% Used SUV 1 0.6% None of the above 167 93.3% Statistics Total Responses 179 Pulse Research Inc. Page 9 April, 2012 14. Which of the following types of specialty shops have you or someone in your household shopped because of an ad in the Today's News-Herald in the past 30 days? (Check all that apply. Press NEXT to continue) Value Count Percent % Agricultural/farm supplies/implement 2 1.1% Antiques/collectibles 12 6.7% Arts and crafts store 52 29.1% Equipment rental - party 3 1.7% Equipment rental - power/tool 3 1.7% Fabric store 18 10.1% Garden store 38 21.2% Gift shop 27 15.1% Card & stationery store 8 4.5% None of the above 88 49.2% Statistics Total Responses 179 Pulse Research Inc. Page 10 April, 2012 15. Which of the following types of specialty shops have you or someone in your household shopped because of an ad in the Today's News-Herald in the past 30 days? (Check all that apply. Press NEXT to continue) Value Count Percent % Beer/wine/spirits 43 24% Eyewear (prescription) 2 1.1% Health supplements/nutrition store 21 11.7% Hobby store 51 28.5% Music instrument store 3 1.7% Party supply store 4 2.2% Pawn shop 6 3.4% Pet kennel 1 0.6% Pet store 23 12.8% Printing store 7 3.9% Thrift Stores 37 20.7% Venues & event spaces 8 4.5% Wholesale stores 15 8.4% None of the above 65 36.3% Statistics Total Responses 179 Pulse Research Inc. Page 11 April, 2012 16. Which of these publications have you read in the past WEEK? (Check all that apply. Press NEXT to continue) Value Count Percent % Today's News -Herald 177 94.1% Ads Pay 130 69.1% Coffee Talk 12 6.4% Funny Paper 40 21.3% Home Hunter 6 3.2% Lake Havasu Living 58 30.9% Locator Coupons 46 24.5% Parker Pioneer 5 2.7% PennySaver 22 11.7% River Extra 1 0.5% SmartBuyer 20 10.6% Smart Shopper 96 51.1% White Sheet 129 68.6% None of the above 3 1.6% Statistics Total Responses 188 Pulse Research Inc. Page 12 April, 2012 17. Which of these publications have you read in the past MONTH? (Check all that apply. Press NEXT to continue) Value Count Percent % Today's News -Herald 181 96.3% Ads Pay 150 79.8% Coffee Talk 20 10.6% Funny Paper 57 30.3% Home Hunter 16 8.5% Lake Havasu Living 83 44.1% Locator Coupons 46 24.5% Parker Pioneer 7 3.7% PennySaver 25 13.3% River Extra 1 0.5% SmartBuyer 32 17% Smart Shopper 115 61.2% White Sheet 137 72.9% None of the above 1 0.5% Statistics Total Responses 188 Pulse Research Inc.