Local Content Matters Online 2010

Advertiser’s Online Choices 100,000,000 Web sites 25,000,000,000 Pages on which to advertise.1% Average click-through rate 250,000,000 Web users in North America

Consumers Spend 40% of Online Time with Content 1/4 of time spent with 5% of time spent searching 12% spent in community 14% spent with commerce –– Online Publishers Association 2009 Internet Activity Index/Silent Click

56% of Adults do not like Advertising that is Intrusive

The Site Matters

Content Site Audiences have Higher Engagement –– Online Publishers Association, 2008

Local Media Sites Attract Consumers who Spend More Money Online –– Online Publishers Association, 2008

Ads on Local Media Sites are More Likely to Generate Action –– Online Publishers Association, August 2009

Consumers are 24% More Likely to Act on Local Ads Placed on Newspaper Sites –– Online Publishers Association, August 2008

Ads on Content Sites have the Greatest Impact –– Online Publishers Association, January 2009

57% of Consumers Use Newspaper Web Sites for Local Online Information –– comScore, 2009

Consumers Express High Interest in Local Information Online –– comScore, 2009

Newspaper Web Sites The most used sites for: Local Information Local Sports Local Entertainment Local News –– comScore, 2009

Newspaper Web Sites Top local source for: Trust Credibility Most informative –– comScore, 2009

Consumer Opinion of Ads Affected by Sites Where Ads are Placed –– comScore, 2009

Ads on Newspaper Sites are More Trusted than Other Sites –– comScore, 2009

Newspaper Sites are the Most Trusted Source of Online Advertising Most current sites Most credible sites Most relevant sites –– comScore, 2009 Consumers believe newspapers are:

Ads on Newspaper Sites Most trusted because: More likely to be current More likely to be credible Tend to be more local Ads are from more familiar sources Less junk advertising

18-to-34 Year Olds Prefer Newspaper Web Sites for: Main Source for local online information Most trusted source Most credible source Most informative Source

Ads on Newspaper Sites Drive More Search than All Other Sites

Ads on Newspaper Sites Drive Consumers to the Advertisers’ Site

Accelerating Growth –– Nielsen Net//Ratings Unique visitors to newspaper Web sites totaled 74.9 million January 2010 Page views averaged over 3.5 billion per month 37% of all active Internet users visited newspaper Web sites.

The Value of Newspaper Media OPT-IN Advertising In an OPT-OUT World