1. Television and Newspaper Which is the most effective advertising medium for your business? Presented by: KSL-TV Research

2. Newspaper Task Force Local Account Executives – 2 Account Executives assigned to work with Research Department – One Quarter to complete project – National/Local Trends

3. Newspaper Task Force Focus: –In-house computer software/research: –Stowell, Scarborough, Qualitap –External research: TVB, NAA, Starch, Belden –Speaker (Former NP Account Executive)

4. Newspaper Task Force Focus: –Newspaper Websites –Rate Information –Newspaper Ads –Newspaper Terminology

5. Internet Sites Research Sites –www.tvb.org www.naa.org –www.org/national/index.html –www.org/retail/index.html –www.beldenvue@aol.com –tvadvertising.com –Local Newspaper Web Sites

6. Newspaper Task Force Project Finalization –Trainer Guide –Sales One Sheets –Sales Training

7. Newspaper Facts Pros –History –Visual –Ad Variety –In Depth –Tracking Cons –Passive –Decreased Market Penetration –Browsers, Not Readers –Readers Don’t See Ads –Coupon Usage is Declining –Ad Clutter Source: RAB Media Facts 12/10/97

8. Newspaper Trends The percentage of Americans reading weekday newspapers has dropped from 67% in 1977 to 51% in 1997 Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”

9. Newspaper Trends The decline has spanned every income and educational level Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”

10. Newspaper Trends Weekday newspapers reach approximately 6 out of 10 American Adults Sunday editions reach 7 out of 10 American Adults Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”

11. Newspaper Trends U.S. Daily/Sunday/Weekend Newspaper Reading Audience 1996 Avg Adult Daily Readership Source: NAA Facts About Newspapers, 1997; A18+ Total Population 1996 Avg Adult Sunday/Weekend Readership

12. U.S. Daily/Sun/Weekend Newspaper Reading Audience Source: WR Simmons & Associates, 1970-19977; Simmons Market Research Bureau, Inc. 1980-1994; Scarborough Reports-Top 50 Markets, 1995-1996 YearWeekday Sun/Weekend 1970 78% 72% 1980 67% 67% 1985 64% 65% 1990 62% 67% 1995 64% 73% 1996 59% 69% %chg. ‘70-’96 -24% -5.3%

13. Salt Lake Tribune/Deseret News Historical Trend Source: Audit Bureau of Circulation’s 6 month report ending 9/30/98 Metro HH Gross Circ. Adv. Cost Year %chg %chg %chg 1993 0.0% 0.0%0.0% 1994 1.6% 1.0%0.0% 1995 4.1% 2.0%8.0% 1996 6.3% 3.0%8.0% 1997 8.7% 4.2% 13.2% 1998 11.3% 2.9% 17.7%

14. Salt Lake City Newspaper Reading Audience 39% of the Adults 18+ in the Salt Lake Market Do not Read the Daily Newspaper! Source: Stowell, 1997

15. The Salt Lake Market is Spending Less Time with the Daily Paper Source: Stowell, 1989, 1995, 1997

16. Percentage of Adults in the Salt Lake Market Who Read the Daily Paper Source: Scarborough, Feb’98-Jan’99

17. Persons 18+ NOT Noting Ads in Specific Sections of the Newspaper (%) Source: Starch Database, 6000+ Interviews September 1995-Adnorms

18. Noting of Grocery Ads (%) Source: Starch Database, 6000+ Interviews September 1995-Adnorms

19. Do Adults Pay Attention to Newspaper Ads? Source: Starch Database, 6000+ Interviews September 1995-Adnorms % of People Not Noting Ads

20. Salt Lake Market Source: Stowell, 1997 Newspaper Reader Demographic Profile Source: Scarborough, Feb’98-Jan’99 Market 50.1% Male 49.9% Female A25-54: 60.6% HHI: $50k-$74,999k 19.7% 66.1% Married 20.5% Coll. Degr.+ 73.7% Own Home Market 52.6% Male 47.4% Female Avg Age: 42.2 Avg HHI: $54,973 66.7% Married 36.2% Coll. Degr.+ 78.1% Own Home

21. Salt Lake Market Source: Stowell, 1997 52.3% Male 47.7% Female Avg Age: 42.1 Avg HHI: $53,367 69.3% Married 34.4% Coll. Deg.+ 76.3% Own Home Read <15’Read 16’-30’ 52.6% Male 47.4% Female Avg Age: 38.4 Avg HHI: $58,820 64.7% Married 42.3% Coll. Deg.+ 75.6% Own Home Newspaper Reader Demographic Profile

22. Source: Stowell, 1997 59.2% Male 40.8% Female Avg Age: 49.6 Avg HHI: $56,917 67.6% Married 29.6% Coll. Deg.+ 83.1% Own Home 53.2% Male 46.8% Female Avg Age: 47.4 Avg HHI: $57,209 73.4% Married 41.4% Coll. Deg.+ 83.0% Own Home Read 46-60’Read 31’-45’ Salt Lake Market Newspaper Reader Demographic Profile

23. Do Adults Pay Attention to Newspaper Inserts? Are your advertising dollars working most effectively for your business? Source: Stowell, 1997

24. Television Viewership is on the Rise Source: TVB Nielsen Media Research NTI Annual Averages

25. Which Advertising Medium is Most Authoritative Among Adults? Source: TVB and the MEDIACENTER,1998

26. Which Advertising Medium is Most Influential Among Adults? Source: TVB and the MEDIACENTER,1998

27. Which Advertising Medium is Most Exciting Among Adults? Source: TVB and the MEDIACENTER,1998

28. Which Advertising Medium is Most Believable Among Adults? Source: TVB and the MEDIACENTER,1998

29. Adults Spend More Time With Television Each Day Source: TVB and the MEDIACENTER,1998 TV NP Radio Mag. A25-54 213’ 27’ 137’ 16’ $50-<$75k 192’ 25’ 103’ 20’ College Grad+ 166’ 36’ 115’ 22’ Prof/Tech/Mgr/ 159’ 3’ 139’ 16’ Prop Time Spent Yesterday in Minutes with Major Media

30. Television Reaches More Adults Than Any Other Medium Source: TVB and the MEDIACENTER,1998 TV NP Radio Mag. A25-54 89 58 77 36 $50-<$75k 87 59 76 45 College Grad+ 85 67 79 41 Prof/Tech/Mgr/ 87 66 79 37 Prop Reached Yesterday By Major Media (%)

31. Time Spent Yesterday with Major Media (Minutes) Source: TVB and the MEDIACENTER,1998 College Graduate+

32. Reached Yesterday by Major Media (%) Source: TVB and the MEDIACENTER,1998 College Graduate+

33. Summary Utilize Research Sources Involve Your Account Executives –Bonus from management for increase in sales –Get AE input: They know their clients Change clients mind set Media Mix with newspaper