Client Release Date – October 2005 Sales and Site Survey Summer 2005 Client Release Date – October 2005

SURVEY GOALS Profile DailyNews.com (DN.com) visitors Describe visitors’ Internet and media use habits Assess the impact of DailyNews.com on newspaper readership & circulation Identify visitor’s content preferences and future purchasing plans Examine special issues: Search & New Tech

METHODOLOGY We invited visitors to DailyNews.com to participate in an online survey. The survey went live on September 7, 2005 and closed October 6, 2005 Data from 775 site visitor interviews in this report.

SUMMARY Great Audience Extended Reach High Frequency Local Opportunity

DEMOGRAPHICS

Respondent Demographics Highlights Respondent Demographics DailyNews.com attracts a highly desirable audience mix… Gender 58% Men 42% Women Median Age 44 Years Median Income $68,900 Education 57% College Graduate or More Residence 72% Los Angeles Area

Overall, DailyNews.com draws more men than women Demographics Overall, DailyNews.com draws more men than women In-NDM proportions are xx% men and yy% women Sample N = 663

Most DailyNews.com visitors are 25-54 years of age Demographics Most DailyNews.com visitors are 25-54 years of age Median Age (Total): 44 Years Median Age (In-MKT): xx Years Median Age (Ex-MKT Area): xx Years Sample N = 663

DailyNews.com has a more diverse audience than most newspaper sites Demographics DailyNews.com has a more diverse audience than most newspaper sites Sample N = 663

DailyNews.com visitors have high incomes Demographics DailyNews.com visitors have high incomes Median Income: $68,900 In-Market: $xx Out-of-Market ZIPs: $yy U.S. 2000 Median: $42,150 Sample N = 663

DailyNews.com visitors have high levels of education Demographics DailyNews.com visitors have high levels of education Sample N = 663

DailyNews.com visitors are in white collar professions Demographics DailyNews.com visitors are in white collar professions Sample N = 663

Most DailyNews.com users are married, but singles also use the site Sales and Site Survey Demographics Most DailyNews.com users are married, but singles also use the site Sample N = 663

Most site visitors are home owners Demographics Most site visitors are home owners Sample N = 663

Most site visitors live in the Los Angeles area Reach Sales and Site Survey Most site visitors live in the Los Angeles area There is wide variation in the proportions of out-of-market visitors among sites For DailyNews.com, 70% report being permanent full-time Los Angeles area residents and 72% answer “Yes” to “live in the Los Angeles area.” Sample N = 663

Most visitors have direct relations with the local area Reach Most visitors have direct relations with the local area “Other” and “Former Resident” were the next largest groupings behind “Permanent Resident” Sample N = 663

77% of respondents reported California ZIPs DailyNews.com Web Site Footprint

USAGE MOTIVES

Local News & Breaking News Lead Interest General Drivers – Top Items Local News & Breaking News Lead Interest Page 1 of 3 Percent “Very Interested” Sample N = 663

Visitors show interest in a wide variety of local advertising Ad Content Impact Visitors show interest in a wide variety of local advertising Page 1 of 2 All items refer to “Local Ads” Percent “Very Interested” Sample N = 663

Visitors show interest in a wide variety of local advertising Ad Content Impact Visitors show interest in a wide variety of local advertising Page 2 of 2 All items refer to “Local Ads” Percent “Very Interested” Sample N = 663

LOCAL SHOPPING

Grocery Stores: 96% used at least one Lifestyles Grocery Stores: 96% used at least one Last 7 Days: Sample Base: Respondents who self-report living in the local area N = 478

Department and Discount: 94% shopped at least at one Lifestyles Department and Discount: 94% shopped at least at one 1 of 2 Last 30 Days: Sample Base: Respondents who self-report living in the local area N = 478

Many local visitors will shop for vehicle or real estate Vehicles Many local visitors will shop for vehicle or real estate Next 6 Months: Sample Base: Those who self-report living in the local area N = 478 Sample Base All Respondents N = 663

Auto: DailyNews.com and print are important sources Vehicles Auto: DailyNews.com and print are important sources Next 6 Months: Sample Base: Those who self-report living in the area and plan to buy a vehicle in the next 6 months N= 99

Auto: Dealers to be shopped Vehicles Auto: Dealers to be shopped Next 6 Months: Sample Base: Those who self-report living in the area and plan to buy a vehicle in the next 6 months N= 99

DailyNews.com & print will be important sources Real Estate DailyNews.com & print will be important sources Sample Base: Respondents who will buy, sell or rent real estate in the area in the next 6 months N= 110

Real Estate: Agencies to be used Next 6 Months: Sample Base: Respondents who will buy, sell or rent real estate in the area in the next 6 months N= 110

SITE USE

Most visitors are satisfied with DailyNews.com Site Use Most visitors are satisfied with DailyNews.com Satisfaction Level with DailyNews.com: Sample Base: Began accessing site more than 30 days ago N = 505

DN.com has visitors from both home and office weekdays Internet Use DN.com has visitors from both home and office weekdays 47% of long-term visitors report accessing the site from 2 or more computers over a 30-day period. Sample Base: 30+ Days since first visit & Visit Weekdays N= 505

Visitors use the Internet and DailyNews.com very often Internet Use Visitors use the Internet and DailyNews.com very often Average Days Visited in Past Seven Days Sample Base: First 28-Day Respondents N= 664

38% of DAILY users visited 5-7 days in the past week Site Use 38% of DAILY users visited 5-7 days in the past week Days used DailyNews.com in past 7 days Average = 3.2 Sample Base: First 28-Day Respondents N= 664

The average daily user accesses the site 2.3 times on the weekdays Internet Use The average daily user accesses the site 2.3 times on the weekdays Average Times Visited in Day Visiting Total Sample Base: First 28-Day Respondents N= 664 Sub Sample Base: 30+ Day/Weekday Visitors N= 414 Sub Sample Base 30+ Days/Weekend Visitors N= 234

Eight in ten site visitors have high-speed home access Internet Use Eight in ten site visitors have high-speed home access Sample Base: All Respondents N= 664

COMPETITION We will now discuss in a little more detail the struggle for existence… - Charles Darwin, The Origin of Species

Percent used 1-7 days in past seven days Competition Competitive Set Percent used 1-7 days in past seven days 33% of local users prefer DailyNews.com for local news and information—and TV stations are coming on strong. Sample Base: Los Angeles Local Zips = 597

Preferred Sites for Breaking News Competition Competitive Set Preferred Sites for Breaking News Less than 1/3 of local users prefer DailyNews.com for breaking news and information—and two TV stations tie Yahoo!. Sample Base: Los Angeles Local Zips = 483

Sites Used for Entertainment Information Competition Sites Used for Entertainment Information Sample Base: Total Respondents = 663

Sites Used for Sports Information Competition Sites Used for Sports Information Sample Base: Total Respondents = 663

eBay tops the list of sites used to Buy/Sell/Find Personal Goods Competition eBay tops the list of sites used to Buy/Sell/Find Personal Goods Sample Base: Total Respondents = 663

Sites Used for Jobs/Career Information Competition Sites Used for Jobs/Career Information Sample Base: Total Respondents = 663

Sites Used for Automotive Information Competition Sites Used for Automotive Information Sample Base: Total Respondents = 663

Sites Used for Travel Information Competition Sites Used for Travel Information Sample Base: Total Respondents = 663

National sites used for for Local Search Information Competition National sites used for for Local Search Information Sample Base: Total Respondents = 663

Online Classified Use is Active and Recent Classifieds Online Classified Use is Active and Recent Sample Base: Classified users N= 218

Jobs tops usage in classifieds Classifieds Verticals Ever Used: Percentages are for ever used, “Visited Classifieds” N= 218

Vertical Actions taken in last 6 months: “Visited Classifieds” N= 218 Visitors have taken a wide variety of uses of online Verticals/Listings. Verticals/Classifieds Verticals Uses Last Six Months: Vertical Actions taken in last 6 months: “Visited Classifieds” N= 218

THE ONLINE AUDIENCE & PRINT

Growing…visitors include old-timers and newcomers Site Use Growing…visitors include old-timers and newcomers DailyNews.com is still growing, with 18% of daily users visiting for the first time within the past month. Sample Base: All Respondents N= 663

DailyNews.com is reaching beyond local print readership 53% of local respondents had read Los Angeles Times 8% had read Pasadena Star-News 6% had read Santa Clarita Signal 5% had read Ventura County Star Sample Base: Los Angeles Local ZIPs N= 597

DailyNews.com reaches beyond the print subscriber base Effects of Site DailyNews.com reaches beyond the print subscriber base Sample Base: Los Angeles Local ZIPs N= 484

DailyNews.com is reaching many who have never subscribed Sample Base: Los Angeles Local ZIPs N= 597

DN.com users include many single-copy buyers & “borrowers” Effects of Site DN.com users include many single-copy buyers & “borrowers” Source of Last Copy: Sample Base: Los Angeles Local ZIPs N= 484

DailyNews.com use has had little net impact on subscriptions Effects of Site DailyNews.com use has had little net impact on subscriptions Since you started visiting this site: In-Market, the proportions are x% starts vs. y% stops Percent based on those who have been visiting site more than one month N = 663

SPECIAL SECTION:

Local Newspapers and Web sites are key MOVIE sources Which of the following sources do you use to get information about movies? Los Angles Daily Newsprint edition DailyNews.com Los Angeles Times print edition LATimes.com/CalendarLive.com LA.com LAWeekly/LAWeekly.com Fandango.com Other Newspaper Magazines Other Internet/ TV, radio, etc. Don't use/ NA Get general movie information 17% 8% 11% 5% 0% 3% 7% 2% 23% 19% Decide which movie to see 16% 10% 4% 22% Decide where to see movies 18% 6% 1% 24% Get show times Read movie reviews 20% Sample N = 663

Most visitors have e-commerce experience Notes on E-commerce Most visitors have e-commerce experience 89% have made online purchases in the last six months. They spent an average of $500 online in the past 6 months. Sample Base: All Respondents N= 663

Four in ten users spent $500 or more online in last six months. Classifieds Four in ten users spent $500 or more online in last six months. Sample Base: All Respondents N= 663

Site visitors have high levels of new technology adoption Many of the new technologies reviewed have a subscription revenue element.

TRAFFIC ESTIMATES

Estimates are for a standard 28-day month September 2005 Audience Reach: xx Local Population 4,193,000 In-Market (Metro) Audience xx In-Market (NDM) Reach x% In-Market (NDM) Web-Unique xx Extended Reach in Local Population xx% Estimates are for a standard 28-day month March 2005 Survey N = 1,060

xx September Core Audience Visitors Frequency “Incidentals” are only 23% of daily visitors, but are xx% total monthly. xx September Core Audience Visitors Belden Estimates: Incidental Audience Core Audience xx xx DailyNews.com is continuing to grow with 23% of daily visitors first visiting in the last 30 days Incidental =3 or fewer visits in month Core = 4 or more visits

SUMMARY Great Audience Extended Reach High Frequency Local Opportunity

The Future Where will we go next? Thank you.