1. ANNUAL SEPTEMBER PENETRATION ANALYSIS

2. When & Why Begin working on the report on October 1 st Begin working on the report on October 1 st Useful to determine your market’s household penetration Useful to determine your market’s household penetration Useful for evaluating strength in your county Useful for evaluating strength in your county

3. Step 1: Complete the monthly circulation report (MCR) for September

4. Step 2 Use www.ilsw.com to get the Active Residential Counts www.ilsw.com

5. Be sure to pay attention to the County Codes and only count the patrons in your county Once you have entered all the postal patrons, a grand total will be listed at the bottom – do not key over this formula.

6. Omit postal counts for PO Boxes if you have City Routes

7. Use the Paper column, not Label column Subtract Single Copies or NIE copies that are mailed (189-11=178) Carrier-delivered papers can use the count in total by ZIP code without route-by-route breakdown Step 3 Add subscriber counts on each route using the M2C stats

8. 2571+6 = 2577 Do not key over the formula Do not key over the formula Add up ALL PART A’s from the 3541’s from the last issue of the month Add up ALL PART A’s from the 3541’s from the last issue of the month Total should equal the in-county subscribers from the last issue on your September MCR Total should equal the in-county subscribers from the last issue on your September MCR

9. Step 4 Use the LAST ISSUE of September for mail, carrier and employee copies 325+220 = 545 Split the out- of-county mail as adjoining and elsewhere according to the ZIPS on your stats

10. Step 5 Use the AVERAGE of the LAST WEEK of September for NIE & bulk copies Multi-frequency papers: Calculate the average for the week. Ex. Print on M- W-F; Add up the 3 days and divide by 3.

11. Step 6 Use the MONTHLY AVERAGE of September for Single Copies

12. Helpful Hints Do NOT include large one-time sample copies in the report. They are a one-time event and do not show a “true” history of your numbers. Do NOT include large one-time sample copies in the report. They are a one-time event and do not show a “true” history of your numbers. The spreadsheet has formulas – be careful to not key over these formulas. The spreadsheet has formulas – be careful to not key over these formulas. The figures should not vary too much from last year’s report unless a large difference can be explained. Ex: PO condensed routes, Route 8 may be gone but those patrons have been distributed throughout Routes 1-7. The figures should not vary too much from last year’s report unless a large difference can be explained. Ex: PO condensed routes, Route 8 may be gone but those patrons have been distributed throughout Routes 1-7.

13. A Few Extras to Include Update the # of single copy outlets and the dealer commission at the top of the report. Update the # of single copy outlets and the dealer commission at the top of the report. If you have a shopper, real estate guide or free publication, include the circulation figure. If you have a shopper, real estate guide or free publication, include the circulation figure. Make sure you are NOT double-counting mailed single copies or mailed NIE copies. Make sure you are NOT double-counting mailed single copies or mailed NIE copies. Be sure that reported NIE copies are PAID for. We CANNOT report copies that hope to be paid. Be sure that reported NIE copies are PAID for. We CANNOT report copies that hope to be paid.

14. REMINDER Mailed copies, carrier copies and employee copies balance to the last issue of the month. Mailed copies, carrier copies and employee copies balance to the last issue of the month. NIE copies & bulk copies balance to the average of the last week of the month. NIE copies & bulk copies balance to the average of the last week of the month. Single copies balance to the average for the month. Single copies balance to the average for the month.

15. Sending the report Email the Penetration Analysis along with the September MCR to dbaxter@lcni.com Email the Penetration Analysis along with the September MCR to dbaxter@lcni.comdbaxter@lcni.com Mail or create PDF’s and email the following: 3541 for last issue in September M2C Stats for last issue in September 3602-R for last shopper in September M3C Stats for last shopper in September 3602 for renewals sent via standard mail Mail or create PDF’s and email the following: 3541 for last issue in September M2C Stats for last issue in September 3602-R for last shopper in September M3C Stats for last shopper in September 3602 for renewals sent via standard mail

16. DEADLINE: FRIDAY OCTOBER 16th