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

2. 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

3. 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.

4. SUMMARY
Great Audience
Extended Reach
High Frequency
Local Opportunity

5. DEMOGRAPHICS

6. 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

7. 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

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

9. 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

10. 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 Median: $42,150
Sample N = 663

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

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

13. 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

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

15. 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

16. 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

17. 77% of respondents reported California ZIPs
DailyNews.com Web Site Footprint

18. USAGE MOTIVES

19. 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

20. 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

21. 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

22. LOCAL SHOPPING

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

30. SITE USE

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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

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

38. 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

39. 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

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

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

42. 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

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

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

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

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

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

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

49. 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

50. THE ONLINE AUDIENCE & PRINT

51. 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

52. 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

53. 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

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

55. 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

56. 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

57. SPECIAL SECTION:

58. 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

59. 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

60. 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

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

62. TRAFFIC ESTIMATES

63. 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

64. 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

65. SUMMARY
Great Audience
Extended Reach
High Frequency
Local Opportunity

66. The Future
Where will we go next?
Thank you.