Reader Profile: Market Study of Total Household Readership and Online Duplication Percentage Town News Address (Date) Certified Audit of Circulations date Member #999 “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” - David Ogilvy

Research Methodology CAC’s research report details the following: Publication Description of Services Research Purpose Sampling Procedures and Universe Definition: The primary market is defined at the delivery level within the directory designated distribution areas. Respondents within the defined area are randomly selected from directories or a data base by prefix according to quotas required to achieve a 95% confidence level. Only adult members of residential households are eligible as respondents. In total, (number) of telephone interviews are conducted between (dates). Survey is conducted by Certified Audit of Circulations (CAC), a nationwide membership organization based in Wayne, New Jersey. CAC is an established provider of market research services and is governed by a Board of Directors representing the publishing, advertising and distribution industries. Findings: Findings are stated within the defined distribution area (MS PowerPoint bar/pie charts). Percentage of regular receivership is subject to a maximum margin of error of plus/minus 5% at a 95% confidence level.

Receivership Receivership Are you regularly receiving The _________?

Readership Readership Do you read almost all of the paper/magazine, about a quarter, about half, three quarters or almost none?

Content Interests Among Adults Content Interests Among Adults Which of the following topics are you interested or somewhat interested in?

Adults Rely Most on Community Papers for Local Shopping Information Adults Rely Most on Community Papers for Local Shopping Information Where would you turn first if you were looking for local shopping information?

Store Patronage Store Patronage Which of the following stores have you shopped in in the past 3 months?

Household Plans to Purchase in the Next 12 Months Household Plans to Purchase in the Next 12 Months Which of the following items do you plan to purchase in the next 12 months?

Activities in the Past 12 Months Activities in the Past 12 Months Which of the following activities have you done in in the past 3 months?

Household Plans for the Next 12 Months Household Plans for the Next 12 Months Do you plan to…(Check all that apply)

Summary The respondents regularly read The …_____ Adults are most interested in community and neighborhood news. Seven of ten adults would turn to …_for their local news, events and high school sports. Six of ten adults turn to_..._ for information on weddings, engagements, local business and shopping information. Six of ten households plan to purchase hardware or home improvement items. Forty-eight percent plan to remodel their home. Twenty percent plan to look for a new job. About 4% have a family member that plans to move to a retirement community in the next year.