A PRESENTATION OF THE

Transcription

1 A PRESENTATION OF THE Market Overview

2 The L.A. DMA is the nation s second largest metro area. The LANG Market makes up 53% or more of the nation s 2nd largest DMAin total households, population, EBI, total retail sales, and consumer expenditures. If the 5 county DMA were a state, its total population of nearly 18.3 million would surpass every other state except California, New York and Texas. Spanning more than 52,000 square miles, the L.A. DMA covers all of Los Angeles, Orange, Ventura, Riverside, and San Bernardino Counties. LANG % of L.A. DMA Market DMA Households 5,835,190 3,137,427 54% Population 18,289,296 10,022,466 55% Effective Buying Income $380 billion $202 billion 53% Retail Sales $189 billion $103 billion 55% Consumer Expenditures $318 billion $172 billion 54% Source: 2010 Claritas, *aggregate household effective buying income (disposable after taxes income).

3 Fromtotal market coverage to pinpointdistribution distribution, LANG has the right solution for virtually every need. PRINT Advertise in nine top LANG papersandreach and reach a loyal and well defined audience of 1.4 million readers daily, and nearly 1.6 million on Sundays. ONLINE Add the Internet to your print buy and reach an even larger Integrated Audience of 5.2 million+ net readers and users. TARGET MARKETING Choose home delivery any day of the week, geographically and demographically via newspapers, direct mail and alternate delivery. NICHE MARKETING Broaden your coverage with innovative products like ImpactoUSA, the nation s largest ABC audited Spanish language weekly newspaper. WEEKLIES Extend your reach to a highly specialized local audience. MAGAZINES Target affluent consumers in one of our four glossy magazines home delivered to some of the wealthiest neighborhoods in the L.A. DMA. The Los Angeles DMA represents one of the most powerful and potentially lucrative markets for advertisers. Succeeding here requires a special understanding of its complex nature and a powerful media partner like the Los Angeles Newspaper Group offering the most current, cost effective SOLUTIONS.

4 The Los Angeles Newspaper Group

5 Diverse, affluent & well educated, LANG readers comprise a rich demographic profile. Male 48% HHLD Income $50, % Female 52% HHLD Income $75, % HHLD Income $100, % Age % Age % Average HHLD Income $79,106 Age % Age % Married 56% Age % Own Home 70% Age % College Educated (1+ yrs.) 63% White Collar* 39% Median Age 52 years White (non Hispanic) 58% Presence of Children by Age: Spanish/Hispanic Origin 26% Under 2 years old 5% African American (non Hispanic) 7% 2 5 years 11% Asian (non Hispanic) 4% 6 11 years 39% Other 5% years 5% Base: 1,929,593 Daily or Sunday LANG readers. Source: 2009 & 2010 Scarborough Reports, Rel. 1 combined.

6 Nationally, the Los Angeles Newspaper Group ranks 6 th in weekday readership. LANG s Sunday readership of nearly 1.6 million ranks 5 th nationally. LANG s exclusive readers of 1,034,808 would rank 10 th in the nation.* Orange County Register does not rank in the top 20 (for either daily or Sunday). Riverside Press Enterprise and Ventura County Star do not rank in the top 100. Source: 2010 Scarborough Report, Rel.1. Ranking does not include USA Today, WSJ, NYT. *Exclusive of L.A. Times in the L.A. DMA. SF Bay Area Buy includes San Jose Mercury News, Contra Costa Times, Oakland Tribune, Marin Independent Journal, Santa Cruz Sentinel, Vacaville Reporter and Vallejo Times Herald.

7 LANG more than doubles the impact of only one newspaper. Potential Total Penetration by Adding the Los Angeles Newspaper Group SAN FERNANDO VALLEY SAN GABRIEL VALLEY LONG BEACH AREA SOUTH BAY AREA ONTARIO AREA SAN BERNARDINO MARKET ORANGE COUNTY RIVERSIDE COUNTY 33% 36% 32% 27% 18% 13% 14% 15% 27% 17% 10% 19% 17% 28% 17% 11% 20% OCR 21% 26% RPE LANG LAT 23% 16% OCR: Orange County Register 4% 11% 3% RPE: Riverside Press Enterprise Note: Potential penetration includes duplication. Source: March 2009 ABC Audit.

8 Perception versus Reality Perception: Reality: Perception: Reality: L.A. Times covers the entire L.A. DMA area. L.A. Times readership has a 14.5% penetration in the L.A. DMA. In the LANG Market, L.A. Times covers 16%, whereas LANG has 20% penetration. There is a large amount of duplication between LANG and L.A. Times. Only 11% daily and 12% Sunday L.A. DMA adults read both L.A. Times and LANG Publications. There are 896,000 exclusive LANG readers who do not read the L.A. Times. Perception: Reality: Orange County Register is the #2 buy in the L.A. DMA LANG has 1,417,635 readers versus OCR s 629,111 readers. LANG s exclusive readers is 30% more than OCR s total readership. Source: 2009/2010 Scarborough Reports Rel. 1 (combined).

9 Over 1 Million LANG readers DO NOT read the LA Times. LANG Exclusive Readership 73% exclusive of the L.A. Times 11% duplicated Circulation Daily: 408,862 Sunday: 430,689 Readership Daily: 1,417,635 Sunday: 1,568,703 89% unduplicated Only 11% daily duplication between LANG and the L.A. Times. 12% duplicated LANG s Sunday readership of nearly 1.6 million ranks 5th nationally* Sources: 2009/2010 Scarborough Reports Rel. 1 (combined) March 2010 Fas Fax report Source: 2010 /09 Scarborough Report, Rel.1, * Ranking does not include USA Today, WSJ, NYT. 88% unduplicated Only 12% Sunday duplication between LANG and the L.A. Times.

10 Optimize reach in the LANG Market by running with both ththe L.A. LA Times and LANG. 969,504 16% penetra ti on L.A. Times (1 insertion) 1,202,062, 20% penetration LANG (1 insertion) 1,865,109 31% penetration L.A. Times + LANG (1 insertion each) Adding LANG increases the reach of your advertising message by 92%. LANG reaches 24% MORE readers in its market as compared to the L.A. Times. The L.A. Times alone only reaches 16% of LANG Market residents. Optimize your advertising schedule to reach nearly 1.9 million LANG Market adults. Base: LANG Market adults (6,120,428) Source: 2009/2010 Scarborough Reports Rel. 1 (combined)

11 The LA.com Network delivers a dynamic LOCAL audience online. LANG Website Demographic Profile* 50% Female / 50% Male 78% are between the ages of Average Household Income of $96,222 Median Household Income of $80,784 73% are college educated Over half live in the L.A. DMA LA.com Demographic Profile** 54% Female / 46% Male 74% are between the ages of % have $60,000+ Household Incomes 63% are college educated*** 60% of users log on at home, 40% at work 69% do not have children ages 17 or under in household ONLINE REACH Monthly Page Views: 26 million Monthly Visitors: 5 million Our users are L.A. LOCAL!** 52% of unique LANG newspaper website visitors live in the L.A. DMA as compared to only 17% of LATimes.com visitors. 93% of LANG newspaper website visitors are unduplicated with LATimes.com visitors. Source: *2009/2010 Scarborough Reports, Rel. 1 (combined). **2010 Comscore Media Mix 2 nd quarter avg (Apr-Jun)., ***May 2010 Quantcast.

12 Add LANG s growing gonline audience to your print buy and reach a massive integrated audience. PRINT REACH: ONLINE REACH: = + 5 Daily Cume + 4 Sunday Cume 2.71 million Net Reach 49% of 5 Million Monthly Total Visitors 2.47 million Exclusive Online Reach INTEGRATED PRINT & ONLINE AUDIENCE: 52Milli 5.2 Million NtR Net Reach 9% of our print audience also visit our local news websites. 51% of our online audience also read our printed products. Total visitors gained 25%, and page views increased by 19% since last year*. Source: 2009/2010 Scarborough Reports, Rel. 1 (combined). Online reach: 2010 Omniture, 6 month avg. (Jul Dec). *2009/2010 Omniture 12 month avg. Exclusive online reach, 49% of 5,039,617 monthly total visitors. Duplication based on average weekly print and online reach. Total print audience (2,714,401).

13 LANG has joined forces in a partnership with ithyahoo! thatenables you to connect with more online users than ever before. LANG & LA.COM Network, together with Yahoo!, reach over 8 in 10 market adults. Among total LANG Market adults, our reach is impressive. Alone, Los Angeles Newspaper Group Interactive & Print reaches 62% of market adults. With Yahoo!, Yh!LANG Market reach climbs to 86% Total Adult Reach in LANG Market (adults 18+) 86% Source: 2009 Scarborough Research, Comscore

14 LA L.A. DMA users spend a lot of time on Yahoo! 14% of all time spent online in the L.A. DMA is spent on Yahoo! 85% of L.A. DMA Internet users visited Yahoo! at least once last month*. The average Yahoo! L.A. DMA Internet user visited Yahoo! 31 times last month*. L.A. DMA Internet users make 25% more visits to Yahoo! as opposed to Google. Source: comscore Media Metrix, * Last Month = August 2008 (LA DMA)

15 OurPrecise Targeting Capabilities Partnered with Yahoo! we can locate your most valued customers and increase your ROI. Behavioral Targeting As users travel the Internet, Yahoo! learns more about them, tracking movements and categorizing their interests and behavior. We aggregate what we learn to deliver audiences you want to reach delivering the RIGHT AD to the RIGHT PERSON at the RIGHT TIME! Other forms of targeting include: Demographic Targeting Customize to a specific gender, age, or income Geographic Targeting Targeting user location to increase accuracy Time of Day Targeting Control when a user can view your ad Technographic Targeting Target high tech consumers with rich media Frequency Cap Targeting Reduce waste by limiting the number of times users see your message by day, week or month.

16 LANG has a variety of colorful attention getting ways to reach your target audience. Front Page Spadea is a high profile piece wrapped around the front section of the newspaper for maximum impact. Front Page Sticky Notes display your message on the front page. Or float your note online on one of our local home pages. front page spadea Rack Cards are like colorful mini billboards displayed on newspaper racks located throughout the market. Shadow Ads display your company image or logo over the page with a 30% screen. Island Ads are surrounded by Editorial content in any section of the newspaper, pp and offer a dramatic platform to set your message apart. front page sticky Notes Section Front Strip Ads available at the bottom of select pages. Toppers are one page ad flyers placed on top of the entire newspaper. Polybags carry your custom printed message on a colorful, waterproof, recyclable bag with the newspaper inside it. Product Samples can be targeted, packaged and delivered right along with the newspaper to a pre selected customer base. front page advertising

17 LANG s Targeted Weekly Publications UPTOWN GAZETTE 14,480 distribution each Friday 93% home delivery, 7% racks Serving Bixby Knolls and select communities in Long Beach. THE BEACH REPORTER 49,610 distribution each Thursday 86% home delivery, 14% racks Serving El Segundo, Manhattan, Redondo and Hermosa beaches. DOWNTOWN GAZETTE PALOS VERDES PENINSULA NEWS 10,520 distribution each Friday 18,791 distribution each Thursday 38% home delivery, 62% racks y 86% home delivery, 14% racks Serving downtown Long Beach, Serving the communities of Palos Verdes Bixby Knolls and Wrigley. Peninsula GRUNION GAZETTE 42,000 distribution each Thursday 86% home delivery, 14% racks Serving Belmont Shore, Belmont Heights, Seal Beach, E. Long Beach and Signal Hill. THE WEEKLY STAR 14,042 distribution each Thursday 100% home delivery Serving Altadena, Duarte, Monrovia, Arcadia and Temple City IMPACTO USA 252,667 distribution each Saturday THE HIGHLANDER 63,065 distribution each Thursday 100% home delivery 100% home delivery Serving Hispanic communities in the Serving select communities in the San Fernando Valley, Central and East L.A. San Gabriel Valley and Long Beach. Source: LANG 4Q 2011 preprint estimates. CITY NEWS 111,598 distribution each Friday 92% home delivery, 8% racks Serving select communities in the Inland Valley

18 Targeted Niche High End Magazines FOOTHILLS Covers the vibrant and diverse Inland Valley like no other! In every THE ROSE Covers the wide variety of cultural offerings that are available issue, readers meet interesting personalities, discover great places in Pasadena and surrounding communities highlighted by the to dine out, stay ahead of fashion trends and much more. Tournament of Roses Parade every January 1st. 35,000 total distribution each mo., 10 issues annually. 27,000 distribution, six issues annually. RIVERSIDE Captures the stories and brilliant transformation of this city that is fast becoming a center for art, commerce and education. 35,000 distribution, six issues annually. REDLANDS Gives in depth local lifestyle coverage to the communities of Redlands, Highland, Loma Linda, Mentone and Calimesa. 12,500 distribution, four issues annually. PASADENA SCENE Focuses on events or topic of interest relating to downtown, including restaurants, entertainmentandfitnessfor and for Central District residents and individuals who frequent this high traffic area. 15,000 distribution, 26 issues annually.

19 Increase exposure among the fastest growing g consumer segment with Impacto USA! Target Distribution in areas of: Reach High Hispanic household density Average household incomes of $45, mile proximity to a major retail center 252,667 weekend home delivery Multi platform offerings, further expanding advertiser reach Capture Effectively and efficiently penetrate the nation s #1 Hispanic market with colorful, engaging and entertaining Spanish language content

20 Home Delivered to 253,000 Households in the Nation's #1 Hispanic Market Strategically delivered to block groups of high Hispanic household density, average household incomes of over $45,000 and within 5 miles of a major retail center.

21 Extend your advertising reach with a variety it of alternate t delivery options. RedPlum LANG Direct Sunday Select Full or partial market options available. Available for ZIP Code or sub ZIP levels. Topped with subscribers paid home delivery on Tuesday. Non subscribers via mail on Tuesday/Wednesday. Home dli delivery to LANG newspaper subscribers. Hand delivery to LANG non subscribers. Doorhanger programs or driveway delivery. Available 7 days a week. Dli Delivery available at the block group level. l Delivered on an opt in basis to non LANG subscribers. Available in 47 ZIP Codes in the San Gabriel Valley and San Bernardino County areas. Delivered on the same day as newspaper preprints by our newspaper carriers. Distribution completely unduplicated with LANG subscribers. Wrapped in full color broadsheet YES (Your Essential Shopper) jacket that contains additional ROP advertising opportunities.

22 Blog Advertising LANG blogs represent approximately 30% of overall traffic, accounting for nearly 2 million monthly page views. Blogs are consistently rated among the most popular features dailynews.com, second only to our home pages in total page views. Our extensive directory includes these popular blogs: Inside SoCal USC UCLA Lakers Inside Kings Tech Out Games, gadgets g and gizmos Click Technology with Steve Rosenberg Economic Alert College Sports Prep Sports Politics Now

23 Pinpoint Your Audience Through Direct Targeted, Affordable and Results Driven Our e blasts offer: Cost effective advertising Immediate response Daypart delivery 100% exclusive ad messaging Laser targeted to audience segments: Location/DMA Gender Age Income Marital Status Home Ownership Industry Occupation/Title Hobbies/Interests and more

24 Enhance your media buy with a mobile marketing sponsorship! so s p! Our increasingly popular mobile platform includes SMS (texting), mobile web and mobile apps. Ongoing communication with your business creates a powerful relationship with your most active customers, leading to increased traffic and sales. Mobile Visitors opt in, are more engaged with their cell phones and interested in receiving your content and advertising message, increasing the likelihood that they will act on it. DailyNews News powered SoCal2Gois the ultimate suite of mobile applications available on your iphone or Android. Visitors can instantly access the latest news and information, with location based functionality. New ipad Dil Daily News App Coming Soon!

25 5 Compelling Reasons LANG is a Must- Buy EXTENSIVE LANG has 1.4 million daily readers and nearly 1.6 million Sunday readers and ranks 4th in the nation. EXCLUSIVE Over 1 million readers choose LANG as their exclusive newspaper over the L.A. Times. EFFECTIVE Including LANG to your advertiser s schedule increases reach by 92% over the L.A. Times alone. IMPRESSIVE Expand reach with LANG s massive online users reaching a massive integrated print and online audience of more than 5.2 million monthly net readers and users. POWERFUL Broaden your coverage with LANG s niche marketing products: Nine hyper local weekly publications including Impacto, a Spanish language weekly newspaper. LANG s targeted glossy magazines for reaching some of the most affluent households. RedPlum and CIPS delivery programs with a variety of delivery options. Direct and mobile marketing solutions. Sunday Select, a targeted, cost effective way to add thousands more desirable customers who don t subscribe to the Sunday edition.