1. Reaching Customers in the Capital Region Bank Mutual May 29, 2003

2. Dane County Debt Source: DemographicsNow, 2003 Dane County total (000’s)Dane County avg. per household Credit Card debt $445,925,000$2,487 Installment loan debt $1,864,359,000$10,398 Investment real estate debt $1,182,049,000$6,593 Lines of credit debt $54,901,000$306 Mortgage debt $12,667,608,000$70,650 Other debt $135,039,000$753

3. Dane County Assets Source: DemographicsNow, 2003 Dane County total (000’s)Dane County avg. per household Bonds $649,769,000$3,624 CD’s $811,225,000$4,524 Home Equity $31,898,393,000$177,905 Mutual funds $1,580,379,000$8,814 Retirement accounts $5,635,649,000$31,431 Savings bonds $131,383,000$733 Stocks $980,800,000$5,470 Total assets $62,333,540,000$347,649

4. Financial activities of Dane County adults % of Dane County adults Source: The Media Audit, 2003

5. Credit Union/Bank Market Share % of Dane County adults – customers of financial institutions Source: The Media Audit, 2003

6. Newspaper: the effective way to advertise

7. Newspaper advertising makes people take action % of Dane County adults – actions taken due to advertising seen in newspapers, television or radio Visited advertiser’s business Shopped specifically for products or services in ad Redeemed coupon in ad Shopped store you have not visited in awhile Shopped a store for the first time Source: Dane County Advertising Effectiveness Study, 20020 Radio Television Newspaper

8. % of 548,000 South Central Wisconsin adults Source: ABC Readership Study, 2001. 78% of South Central Wisconsin reads the Wisconsin State Journal or The Capital Times 67% of South Central Wisconsin 65% of South Central Wisconsin 49% of South Central WI 78% of South Central Wisconsin

9. Reaching Bank Customers 63% read Wisconsin State Journal or The Capital Times daily 70% read the Sunday Wisconsin State Journal 28% visit madison.com

10. Reaching Dodge, Sauk and Columbia Counties

11. Readership of the Northern Madison Newspapers products Source: Sauk and Columbia County Study, 2002 % of adults in each market – read their local newspaper

12. % of adults who live in each city Running in both the Sunday Wisconsin State Journal and the local newspaper adds reach Source: Four-city Readership Study, 2002 Read Sunday WSJ and local newspaper Read local newspaper only Read Sunday WSJ only 10,470 readers 16,900 readers 5,930 readers 6,280 readers

13. Increasing your frequency increases your reach to Dane County adults % of Dane County adults Source: The Media Audit, 2003

14. LOCATION: Portage, WI PUBLISHED:Monday - Saturday CIRCULATION:4,916 READERS:16,860 There are 24,154 adults living in the Portage area. 16,900 Portage area adults (70%) read the Portage Daily Register. 6,000 Portage Daily Register readers do not read the Sunday Wisconsin State Journal – making the Portage Daily Register an important addition to your Sunday Wisconsin State Journal buy. Source: Four-city Readership Study, 2002.

15. There are 15,581 adults living in the Baraboo area. 10,500 Baraboo-area adults (67%) read the Baraboo News Republic 4,100 Baraboo News Republic readers do not read the Sunday Wisconsin State Journal – making the Baraboo News Republic an important addition to your Sunday Wisconsin State Journal buy. Source: Four-city Readership Study, 2002. LOCATION:Baraboo, WI PUBLISHED:Monday - Saturday CIRCULATION:4,027 READERS:10,470

16. There are 62,401 adults living in the Beaver Dam area. 36,817 Beaver Dam area adults (59%) read the Daily Citizen. Source: Readership Behavior Study, 2002. LOCATION:Beaver Dam, WI PUBLISHED:Daily, Saturday CIRCULATION: 11,714 READERS:36,817