Agora SA. Investor presentation. February/March 2011

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1 Agora SA Investor presentation February/March 211

2 Improvement in the advertising market Quarterly ad spend performance Quarterly performance of ad market segments 1% +6.5% +7.5% +4.5% 48% 4% 32% 24% Internet Television¹ Magazines % -1% 1Q9 2Q9 3Q9 4Q9 1Q1 2Q1 3Q1 4Q1-8.5% -1.5% -.5% 16% 8% % -8% -16% -24% Radio Outdoor Dailies Cinema -2% -17.5% -14.5% -32% 1Q9 2Q9 3Q9 4Q9 1Q1 2Q1 3Q1 4Q1 Advertising market structure in 21 Outdoor 8%.5pp Internet 13.5% Cinema 1% 2pp pp Dailies 9% 1.5pp yoy % and pp changes PLN 7.7 billion 4.5% Magazines 11.5% 1pp Television 5% 1pp Radio 7% pp -2- Source: ad spend estimates by: Agora (press based on Kantar Media and Agora s monitoring, radio based on Kantar Media), Starlink (TV, cinema, Internet comprise revenues from e- mail marketing, display, search engine marketing and affiliate marketing), IGRZ (outdoor); ¹ Data, for 1-4Q9 and 1-4Q1, according to new methodology of TV ad market measurement (by media house Starlink), comprise standard TV advertising and sponsoring revenues. The estimates for previous reporting periods have not been adjusted adequately therefore they are not fully comparable.

3 Agora Group improves results PLN million 4Q 21 yoy change 21 yoy change Revenues, incl.: % % - advertising - copy sales - tickets sales -other % (8.1%) % (2.5%) (15.4%) % Operating cost, incl.: % (2.4%) - raw materials, energy and consumables % 23.3 (8.8%) - staff cost¹ % % - non-cash expense relating to share-based payments % % - marketing & promotion 39.9 (1.5%) 13.9 (12.8%) - D&A % % EBIT % % EBIT margin 8.9% 2.2pp 7.6% 2.8pp Operating EBITDA¹ % % Operating EBITDA margin¹ 16.8% 2.2pp 15.9% 2.9pp Growth of revenues caused by consolidation of revenues of Helios group and improvement in the advertising market. Growth resulting from growing advertising revenues of the Group s selected business segments. Decrease caused mainly by lower revenues from copy sales. Growth resulting from inclusion of food and beverages sales in cinemas of Helios group and revenues from additional undertakings in Special Projects. Growth resulting from inclusion of the cost of materials and energy of Helios group and higher cost of publishing book collections in 4Q1. Growth resulting from larger number of employees in the Group after the acquisition of Helios group, higher achievement rate of budgetary objectives and development projects executed in the Group. Decrease resulting from lower prices of media purchase and limited scope and number of advertising campaigns in the Group s selected segments. Net profit % % -3- Source: consolidated financial statements according to IFRS, 4Q1; ¹ excluding non-cash cost of share-based payments;

4 Changes in the Group s cash flow As of 31/12/29 As of 31/12/21 PLN million 35 change million short-term securities million Agora Group excl. Helios group 156, million short-term securities 94.8 million 14.9 million million cash and cash equivalents million Agora Group debt million Helios S.A. (purchase of shares) 25.5 million Dividend payment 42.9 million 4 installments of Agora s long term bank loan repaid 14.9 mln Bank loan to refinance the purchase of Helios S.A. Net result of other cash inflows and outflows cash and cash equivalents million Helios group 98.4 million¹ Agora Group debt 82. million Cash and monetary assets Net cash position Cash and monetary assets Net cash position -4- Source: consolidated financial statements according to IFRS, 4Q1; ¹ long term bank loans, borrowings and finance lease liabilities.

5 Segment performance: Newspapers (Gazeta, Metro, Special Projects, Printing Division) Financial performance¹ PLN million 4Q 21 yoy change 21 yoy change Revenues, incl.: (2.6%) 644. (7.6%) - advertising in Gazeta 79.3 (12.4%) 35.9 (1.8%) - advertising in Metro 8.7 (1.1%) 31.4 (2.5%) - copy sales of Gazeta 36.6 (2.1%) (2.9%) Operating cost, incl.: % (1.8%) - raw materials, energy, consumables and printing services 56.2 (2.4%) 196. (16.6%) - staff cost excl. non-cash cost of share-based payments % % - marketing & promotion % 8. (17.4%) EBIT ² 34.7 (13.3%) % EBIT margin² 2.% (2.5pp) 22.9% 2.8pp The decrease of revenues results mainly from the limitation of advertising spending in categories: telecommunication, automotive, tourism and recruitment. The decrease of revenues from display ads by 6.3% yoy was partially offset by additional activities, including mtarget. The decrease in revenues by 2.1% yoy despite smaller by 6.1% number of Gazeta s copies sold. Lower production volume and favorable EUR/PLN exchange rate. Influence of, i.a., growth of variable element of remuneration related to higher achievement rate of budgetary objectives and development projects executed in the segment. Result of higher cost of marketing & promotion of Special Projects (due to larger number of projects). Operating EBITDA³ 43.1 (1.6%) % Operating EBITDA margin³ 24.9% (2.2pp) 27.7% 3.pp -5- Source: financials: consolidated financial statements according to IFRS, 4Q1; ad spend in dailies: Agora, display advertising, 4Q1; ¹incl. Gazeta, Metro, Special Projects, Printing Division; ² excluding allocations of general overhead cost of Agora SA; ³ excluding non-cash cost of share-based payments and allocations of general overhead cost of Agora SA.

6 Stable position of Gazeta in dailies segment Copy sales of dailies¹ Revenues vs copy sales of Gazeta thou. copies K 329 K thou. copies % 2.1% 2.9% 9.4% PLN million Copy sales Revenues from copy sales 179 K K 92.5 K 4Q9 4Q Jan9 Feb9 9-mar Apr9 May9 Jun9 Jul9 Aug9 Sep9 Oct9 Nov9 Dec9 Jan1 Feb1 1-mar Apr1 May1 Jun1 Jul1 Aig1 Sep1 Oct1 Nov1 Dec1 Fakt Gazeta Super Express Rzeczpospolita Dziennik Dziennik Gazeta Prawna² (till Sept. 11, 9 Gazeta Prawna) Weekly readership reach in 21¹ Average revenue per one copy sold 4.2% Dailies ad spend structure¹ Average revenue per one copy sold 7.2% Gazeta Fakt No. of readers 4.3 million 4.2 million 14.1% 14.% Rzeczpospolita 1% 1pp Metro 4% pp yoy % and pp change Gazeta 38% pp Super Express Metro Rzeczpospolita Dziennik Gazeta Prawna 1.9 million 1.9 million 1.3 million.9 million 6.4% 6.3% 4.2% 3.1% % 4% 8% 12% % reach 16% Super Express 3% pp Mecom (local) 7.5% pp Fakt 8.5% 1pp Other 9.5% pp 21 PLN.7 billion 1.5% Polskapresse 15.5% 1pp Dziennik Gazeta Prawna (till Sept.11, 9 Gazeta Prawna) 4% 1pp Dziennik % (published till Sept. 12, 9³) 4pp -6- Source: copy sales: ZKDP, total paid circulation, Jan9 Dec1, comparison; financials: consolidated financial statements IFRS, 4Q1; readership: Polskie Badania Czytelnictwa, execution MillwardBrown SMG/KRC, Jan-Dec 1, N=48 445, CCS indicator (weekly readership), elaboration Agora SA; ad spend in dailies Agora, estimates, display advertising; ¹ comparison of major dailies only ² the title appeared on the market on September 14, 29 from the merger of Gazeta Prawna and Dziennik. Previous copy sales data based on copy sales of Gazeta Prawna. The copy sales of Dziennik Gazeta Prawna in the period Sep 14-3 amounted to 126 thou. copies; ³ the title appeared on the market on September 14, 29 from the merger of Gazeta Prawna and Dziennik. Previous ad revenue data relates to the ad revenue of Gazeta Prawna.

7 New undertakings in Newspapers segment Wysokie Obcasy Extra on the ipad Wysokie Obcasy Extra (High Heels Extra) Wyborcza.pl the most popular press title in Internet million real users Mobile applications 4 Wy borcza.pl methodology change se.pl 3 pcf ormat.pl Fakt Chip.pl 2 rp.pl GazetaPrawna.pl 1 dziennik.pl Source: Internet statistics real users, Megapanel PBI/Gemius, selected websites, elaboration Agora SA. -7- Ot1 Aug1 J un1 Apr1 Feb1 Dec9 Oc t9 Aug9 J un9 Apr9 Feb9 Dec8 Oc t8 Development of iphone applications Wyborcza.pl i Wyborcza.biz Aug8 Mobile websites m.wyborcza.pl and m.wyborcza.biz

8 Metro improves operating results Display ad revenue dynamics in dailies vs Metro Operating EBITDA¹ 5% % 4Q1 21 PLN million million 4. million -5% 1.1 million -1% -7.5% -6.5% -1.5% -7.5% 1 4Q9 4Q % million dailies Metro Development of new advertising forms % change in revenues from additional activities: Metro s special projects and mtarget Events Custom publishing 13% 96% 12% Magazine covers Leaflets 65% % 4Q Source: financials: consolidated financial statements according to IFRS, 4Q1; ad expenditure in dailies: Agora s estimates, display advertising; ¹ excluding non-cash cost of share-based payments and allocations of general overhead cost of Agora SA;

9 Growth of revenues of Special Projects in 4q1 Revenues EBIT¹ PLN million % PLN million million %.8 million.3 million 1.5 million 4Q9 4Q Q9 4Q Statistics Publishing hits 4Q Series 7 15 One-offs 3 59 Total: Copies sold (million)² Letters of Agnieszka Osiecka and Jeremi Przybora 2-volume collection Jazz Giants 2-volume collection Chopin Bestseller in online bookstore (Merlin.pl) (#2 in 4Q1; #3 in 21) Each volume of the collections received the title of the platinum record -9- Source: financials: consolidated financial statements according to IFRS, 4Q1; data about number of copies sold: online bookstore Merlin.pl, The Polish Society of the Phonographic Industry (ZPAV); ¹ excluding allocations of general overhead cost of Agora SA; ² books and books with DVDs and CDs.

10 Dynamic growth of ad revenues in Internet segment Financial results¹ Dynamics of ad expenditure in Internet in 21 PLN million 4Q1 4Q9 yoy change yoy change Revenues, incl.: % % - display ads % % 4% 34% - incl. Trader.com (Polska) % % - vortal ad sales % % - incl. Trader.com (Polska) % % Operating cost, incl.: (2.4%) % 2% 23% 2% 26% - staff cost excl. non-cash cost of share-based payments % % - marketing & promotion (26.%) (15.%) EBIT ² 2.8 (2.8) (1.4) - EBIT margin ² 8.9% (1.6%) 19.5pp 4.6% (12.2%) 16.8pp Operating EBITDA³ 4.6 (.7) (3.) - Operating EBITDA margin³ 14.7% (2.7%) 17.4pp 11.7% (3.5%) 15.2pp % TOTAL (display, search engine marketing, marketing and affiliate marketing) Display & marketing Display & marketing Display, marketing, vortals Internet ad market AGORA Reach of websites of selected Internet publishers (November 1) Diversification of revenue sources new ad networks % reach 9% 6% 73.% 66.8% 64.4% 62.7% 56.%.4 pp 2.3 pp 1.8 pp 1.1 pp.1 pp yoy pp change Mobile advertising Video advertising 3% 13.3 million 4.7% 12.2 million 9.1% 11.8 million 8.3% 11.4 million 7.2% 1,2 million 5.5% no. real users Performance advertising Business Ad Network Sp. z o.o. % Onet.pl group Wirtualna Polska group Gazeta.pl group Interia.pl group o2.pl group (advertising spaces in quality services dedicated to, inter alia, economy and business) -1- Source: financials: consolidated financial statements according to IFRS, 4Q1; Internet ad spend: Starlink (display, search engine marketing, marketing and affiliate marketing); Internet statistics: Megapanel PBI/Gemius, reach, real users, Nov 29, Nov 21; ¹ Internet division, Agora Ukraine, AdTaily, Trader.com (Polska) including print revenues; ² excluding allocations of general overhead cost of Agora SA; ³ excluding non-cash cost of share-based payments and allocations of general overhead cost of Agora SA.

11 Outdoor segment improves operating results Financial results AMS ad market share² PLN million 4Q1 4Q9 yoy change yoy change Revenues, incl.: % (2.3%) - advertising % (2.5%) Advertising revenues in the segment grew for the first time in 21. yoy pp change AMS 26.5%.2pp Operating cost, incl.: (13.2%) (1.9%) - execution of campaigns (1.2%) (13.6%) - maintenance cost (4.%) (7.9%) - staff cost (excl. non-cash cost of share-based payments) % % Gradual reduction of system maintenance cost through the review of panels to meet the demand of the market and decrease unit maintenance cost. 21 -D&A (12.3%) (9.7%) - marketing & promotion (3.%) % EBIT 6.9 (1.9) (1.4) - EBIT margin 14.3% (4.1%) 18.4pp 3.2% (6.2%) 9.4pp Operating EBITDA ¹ % % Operating EBITDA margin¹ 25.3% 8.7% 16.6pp 16.6% 8.1% 8.5pp Result of higher achievement rate of budgetary objectives increasing the variable component of remuneration. Structure of outdoor advertising according to categories Number of AMS ad faces³ food 8% 11.4% entertainment, culture 11.5% 11.6% telecom 17% 37.3% % share, thou. ad faces % 1 thou. Reduction in number of advertising faces, mainly in universal segment of panels (BB12) sales 19% 1.5% other 18% 11.9% 4Q 21 finance/marketing 7% 15.1% automotive, transport 5% 17.% clothing, shoes 5% 15.2% political campaigns 4.5% home and office furnishing 5% 3.5% thou. 24 thou Source: financials: consolidated financial statements according to IFRS, 4Q1; ad expenditure in outdoor: IGRZ; 1 excluding non-cash cost of share-based payments; 2 excluding cross-promotion of Agora s other media on AMS panels if such promotion was executed without prior reservation; 3 excluding advertising panels of AMS Group installed on petrol stations, small panels on bus shelters and in the Warsaw subway, as well as advertising panels on buses and trams.

12 Stable position of magazines Financial results Ad spend structure in monthlies PLN million 4Q 21 yoy change 21 yoy change Revenues, incl.: 2.6 (7.6%) 83.6 (9.4%) - copy sales 9.3 (1.6%) 37.5 (9.2%) - advertising 11.2 (5.9%) 45.6% (1.1%) Operating cost, incl.: 17.1 (6.6%) 67.7 (9.9%) - raw materials. energy and consumables 6.6 (1.8%) 26.1 (16.9%) - staff cost excl. non-cash cost of share-based payments % 16.8 (2.9%) - marketing & promotion 4.6 (8.%) 17.6 (6.9%) EBIT ¹ 3.5 (12.5%) 15.9 (7.6%) EBIT margin¹ 17.% (.9pp) 19.%.4pp Operating EBITDA² 3.8 (11.6%) 16.7 (7.7%) Operating EBITDA margin² 18.4% (.9pp) 2.%.4pp Decrease resulting from 8.2% yoy drop in volume of magazines sold. Result of limited advertising expenditure in categories: hygiene, beauty care and interior furnishings. Lower price of paper purchase (price, favorable EUR/PLN exchange rate), lower production volume, change of paper mix and size of selected magazines. Limited number and intensity of advertising campaigns. Media Point Group Gruner+Jahr 3.6% 13.5% 1.3pp 1.7pp Ringier Axel Springer 4.4% 1.1pp Edipresse 6.9%.pp Bauer %.1pp other 14.7% Murator.3pp 8.4%.6pp Agora 11.6%.5pp Marquard 13.1%.1pp Burda Media Polska 9.% 1.pp yoy pp change thou. copies Stable copy sales position in selected magazine segments (Jan-Nov1) #2 in women luxurious monthlies 175. #1 interior home design monthlies Avanti Cztery Kąty Dziecko (Home Design) #2 in parenting monthlies (Child) Stable readership position in selected magazine segments (women, Jan-Dec 21) Twój Styl Avanti Glamour Joy Cosmopolitan Elle Hot Moda & Shopping 7.9% 6.5% 5.8% 1.4% 21.2% Cztery Kąty 4.4% Dobre M j ak 3.% 2.1% Wnętrze 1.1% Mama % reach % reach % reach women luxurious % 6% 12% 18% 24% Moj e Mieszkanie M j ak Mieszkanie Dom&Wnętrze 5.2% 4.7% 4.3% % 5% 1% 15% 12.7% interior home design Mamo To Ja Twoj e Dziecko Dziecko Mam Dziecko 3.8% 3.7% 3.5% parenting 7.5% % 5% 1% -12- Source: financials: consolidated financial statements according to IFRS, 4Q1; monthlies ad market: monitoring of Kantar Media based on rate card data, 123 titles in 29 and 128 in 21, excl. specialist titles; copy sales: ZKDP, total paid circulation, Jan-Nov1,; readership: Polskie Badania Czytelnictwa, execution MillwardBrown SMG/KRC, Jan-Dec 1, N=24 784, CCS indicator (weekly readership), elaboration Agora SA comparison (luxurious women monthlies: Twój Styl, Joy, Avanti, Glamour, Cosmopolitan, Elle, Hot Moda & Shopping; interior design monthlies: Cztery Katy, M jak Mieszkanie, Moje Mieszkanie, Dobre Wnetrze, Dom & Wnetrze; parenting monthlies: Mamo To Ja, Dziecko, Mam Dziecko, Twoje Dziecko, M jak Mama); ¹ excluding allocations of general overhead cost of Agora SA; ² excluding non-cash cost of share-based payments and allocations of general overhead cost of Agora SA.

13 Radio segment improves operating results Financial performance¹ Radio ad market structure PLN million 4Q1 4Q9 yoy change yoy change Revenues, incl.: % % - ad revenues % % Operating cost, incl.: % % - staff cost excl. non-cash cost of share-based payments (5.8%) (2.4%) - promotion & marketing % % EBIT % % EBIT margin 11.2% 7.2% 4.pkt% 4.8% 1.6% 3.2pkt% EBITDA operacyjna² % % Operating EBITDA margin² 14.4% 11.5% 2.9pkt% 8.9% 6.3% 2.6pkt% Result of increased advertising expenditure in radio (by over 12.5% yoy) and higher revenues from brokerage services and barter transactions. Execution of large advertising campaigns of Golden Oldies, Roxy FM and TOK FM. RMF Group 31.5% 3pp Eurozet 21% 5.5pp 21 PLN.54 billion 3.5% Time Group 18.5%.5pp other 7%.5pp Ag o r a 12%.5pp Polskie Radio 1% 1pp yoy % and pp change Increase of audience share in cities of broadcasting (4Q1) Dynamic development of radio Internet platform % share 8% 4% 1.5 pp 5.1% yoy pp change.1 pp 7.2% yoy pp change million page views % 129% 5 25 thou. real users page view s real users % TOK FM Music stations November 29 November 21 (Tuba group) (Tuba group) -13- Source: financials: consolidated financial statements according to IFRS, 4Q1; ad market: Agora based on Kantar Media, Agora s share incl. TOK FM, excl. brokerage, incl. cross-promotion of Agora s other media in GRA s radio stations if such promotion was executed without prior reservation; Radio Track, MillwardBrown SMG/KRC, cities of broadcasting, 15+, TOK FM Oct-Dec 9: N=7 729, Oct-Dec 21: N=7 742, music stations Oct-Dec 29: N=1 423, Oct-Dec 21: N=1 412; Internet statistics: Megapanel PBI/Gemius, real users, page views, Nov9, Nov1; Tuba group - tuba.fm, tuba.pl, tuba.tv; ¹ local radio stations (incl. TOK FM); ² excluding non-cash cost of share-based payments.

14 Difficult quarter for cinemas in Poland Financial performance Number of cinema tickets sold² PLN million 4Q 21 Sept.-Dec. 21 Revenues, incl.: tickets food & beverages million tickets 4 In Poland -4.4% 4% 4 in cinemas of Helios group - advertising Operating cost, incl.: external services raw materials, energy and consumables staff cost excl. non-cash cost of share-based payments D&A EBIT EBIT margin 4.6% 1.1% EBITDA operacyjna¹ Operating EBITDA margin¹ 13.2% 1.7% 2-5.1% Q % % 7.7 4Q1 21 Share of tickets for 3-D movies² Accelerated process of cinema digitalization in Helios group other 66% In Poland 21 yoy pp change 3-D 34% 17 pp in cinemas of Helios group other 64.5% 21 3-D 35.5% 17 pp no. of digital projectors August 31, 21 February 25, Source: financials: consolidated financial statements according to IFRS, 4Q1; ticket sales: estimates of Helios group prepared on the basis of data received from Boxoffice.pl (based on reports submitted by distributors of film copies); ¹ Ss far as the Helios group is concerned EBITDA and operating EBITDA ratios are equal as in the period referred to in the table there was not any non-cash cost of share-based payments incurred; ² Cinema ticket sales are reported for periods, which do not cover a calendar month, quarter or year. The number of tickets sold in the given period is calculated from the first Friday of a given month, quarter or year until the first Thursday of the next reporting month, quarter or year.

15 Prospects for 211 GDP Investments 1% 5%.5% 1.% 1.7% 3.2% 3.% 3.5% 4.2% 4.4% 3.5% 1% 5% % -5% -1.% 1Q9 2Q9-3.6% -1.7% 3Q9.8% 4Q9 1Q1-1.7% 2Q1.4% 3Q1 1.5% 4Q1 8.6% 211F % -1% 1Q9 2Q9 3Q9 4Q9 1Q1 2Q1 3Q1 4Q1 211F -15% -12.8% Consumption Unemployment 1% 5% 3.% 1.3% 2.3% 1.7% 2.2% 3.% 3.5% 4.2% 3.1% registered unemployment rate in % 2% 15% 1.4% 1% 5% 11.1% 1.6% 13.2% 11.4% 12.3% 9.9% % % 1Q9 2Q9 3Q9 4Q9 1Q1 2Q1 3Q1 4Q1 211F Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec e/y 211F -15- Source: GDP, investments, consumption: 1Q9-3Q1 - GUS; 4Q1 Gazeta Wyborcza, 29-3 January 211 (estimates of market analysts on the basis of initial estimates of PKB in 21 according to GUS; 211 explanation to Polish Budget Act for 211 (Sept. 21). Unemployment: Jan9-Dec1 GUS, 211 explanation to Polish Budget Act for 211 (Sept. 21).

16 Estimates of advertising market growth in 211 Advertising expenditure in Poland Performance of selected segments of advertising market PLN million 9 13% 4.5% 6-7% 25% 2% 15% 23% 13-15% 11-13% 6 1% 5% 7% 6-8% 5-6% 3.5% 3-5% 8% -2% 3 % Television Internet Magazines Dailies Outdoor Radio Cinema -5% -.5% -1% -6% -3-5% E -15% -1.5% E Television¹ Internet Magazines Dailies Outdoor Radio Cinema -16- Source: ad spend estimates by: Agora (press based on Kantar Media and Agora s monitoring, radio based on Kantar Media), Starlink (TV, cinema, Internet comprise revenues from marketing, display, search engine marketing and affiliate marketing), IGRZ (outdoor); ¹ Data, for 29 and 21, according to new methodology of TV ad market measurement (by media house Starlink), comprise standard TV advertising and sponsoring revenues. The estimates for previous reporting periods have not been adjusted adequately therefore they are not fully comparable.

17 The Group s main objectives in 211 Exploitation of possibilities offered by the Internet to develop new forms and scope of activities in the so called traditional media segments; Cost control enabling further development of existing businesses and launching new projects; Using internal synergies to take advantage of the Group s multimedia resources and competencies, especially in the field of content distribution and monetization; Further development of current multimedia competence centres within the Group; Increasing the scale of the Group s operations, inter alia, through further acquisitions strengthening the Group s position and/or diversifying the sources of the Group s revenues. -17-

18 This presentation has been prepared by Agora SA (the "Company"). The data and information contained on the individual slides do not show a complete or coherent financial analysis, nor present the commercial offer of the Company and serve for information purposes only. A detailed description of the business and financial affairs of Agora SA is presented on website. All data therein are based on sources which the Company regards as credible. The Company reserves the right to amend data and information at any time, without prior notice. This presentation was not verified by an independent auditor. This presentation may contain slides containing statements related to the future. Such statements cannot be interpreted as forecasts or other assurances in respect of future Company's financial results. The expectations of the Company's management are based on their knowledge, experience and individual views and are dependent on many factors which may cause that the actual results may differ from statements contained in this document. The Company recommends that professional investment advice is sought in case any investment in the Company's securities is considered. -18-

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