Sales and Site Survey Spring 2005 Client Release Date – July 2005

2 SURVEY GOALS TribStar.com Profile TribStar.com visitors InternetSitehabits Describe visitors Internet and Site use habits impactTribStar.com readership & circulation Assess the impact of TribStar.com on newspaper readership & circulation content preferences future purchasing plans Identify visitors content preferences and future purchasing plans Search & New Technology Examine special issues: Search & New Technology

3 METHODOLOGY online survey We invited visitors to TribStar.com to participate in an online survey. May 19, 2005 June 20, 2005 The survey went live on May 19, 2005 and closed June 20, site visitor Data from 459 site visitor interviews in this report.

4 TRAFFIC ESTIMATES

5 Local Population149,700 In-Market (Metro) Audience9,800 In-Market (NDM) Reach7% In-Market (NDM) Web-Unique 2,100 Extended Reach in Local Population 1% May 2005 Audience Reach: 16,900 Estimates are for a standard 28-day month May/June 2005 Survey N = 459 First 28-day N = 432

6 Incidentals are only 7% of daily visitors, but are 55% total monthly. Frequency 9,3007,600 Belden Estimates: Incidental Audience Core Audience Incidental =3 or fewer visits in month Core = 4 or more visits 7,600 May Core Audience Visitors is continuing to grow with 6% of daily visitors first visiting in the last 30 days TS.com is continuing to grow with 6% of daily visitors first visiting in the last 30 days

7 SUMMARY Great Audience Extended Reach High Frequency Local Opportunity

8 DEMOGRAPHICS

9 Respondent Demographics TribStar.com attracts a highly desirable audience mix… Highlight s Gender40% Men 60% Women Median Age 41.5 Years Median Income $53,400 Education 40% College Graduate or More Residence 58% Terre Haute Area

10 Overall, TribStar.com draws more women than men. Demographics In-NDM proportions are 37% men and 64% women Sample N = 459

11 Most TribStar.com visitors are years of age Demographics Median Age (Total): 41.5 Years (MEAN) Median Age (In-MKT): 40 Years Median Age (Ex-MKT Area): 44 Years Sample N = 459

12 Most site visitors are non-Hispanic whites Demographics Sample N = 459

13 TribStar.com visitors have high incomes Demographics Median Income: $53,400 NDM In-Market: $48,300 Out-of-Market ZIPs: $60,600 U.S Median: $42,150 Sample N = 459

14 TribStar.com visitors have high levels of education Demographics Sample N = 459

15 Most TribStar.com Visitors report being employed Demographics Sample N = 459

16 Many TribStar.com visitors are in white collar professions Demographics Sample N = 459

17 Most TribStar.com users are married, but singles also use the site Demographics Sample N = 459

18 Most site visitors are home owners Demographics Sample N = 459

19 Most site visitors live in the Terre Haute and Surrounding area. Reach Sample N = 459 For TribStar.com, 60% report being permanent full-time Terre Haute area residents Proportions who self-report living in the Terre Haute area. ZIP DATA TO FOLLOW. Proportions who self-report living in the Terre Haute area. ZIP DATA TO FOLLOW.

20 Most visitors have direct relations with the local area Reach Former Residentand Friends/Relatives were the next largest groupings behind Permanent Resident Sample N = 459

21 75% of respondents reported Indiana ZIPs TribStar.com Web Site Footprint Sample N = 459

22 USAGE MOTIVES

23 Local News leads, followed by Breaking News and Obits General Drivers – Top Items Percent Very Interested Sample N = 459 Page 1 of 3

24 All tested items have value to at least some site visitors General Drivers – Top Items Percent Very Interested Sample N = 459 Page 2 of 3

25 All tested items have value to at least some site visitors General Drivers – Top Items Percent Very Interested Sample N = 459 Page 3 of 3

26 Visitors show interest in a wide variety of local advertising Page 1 of 2 Ad Content Impact All items refer to Local Ads Percent Very Interested Sample N = 459

27 Visitors show interest in a wide variety of local advertising Page 2 of 2 Ad Content Impact All items refer to Local Ads Percent Very Interested Sample N = 459

28 PURCHASE INTENTIONS

29 Travel tops the list of tested high-cost items Purchase Intentions – Major Items Percent who will shop in next 6 months Sample N = 459

30 Groceries and Clothing lead, then Music and Rx/OTC drugs. Page 1 of 2 Purchase Intentions – Special Interest Items Percent who will shop in next 6 months Sample N = 459

31 Interest in consumer categories extends over many types Page 2 of 2 Purchase Intentions – Special Interest Items Percent who will shop in next 6 months Sample N = 459

32 LOCAL SHOPPING

33 Most TribStar.com visitors have shopped local stores last 30 days Sample Base: Respondents who self-report living in the local area N = 277 Last 30 Days: Lifestyles

34 Most TribStar.com visited local businesses in last 6 months Sample Base: Respondents who self-report living in the local area N = 277 Last Six Months: Lifestyles

35 Many local visitors will shop for vehicle or real estate Sample Base: Those who self- report living in the local area N = 277 Verticals Next 6 Months: Sample Base All Respondents N = 459

36 Auto: TribStar.com visitors will buy a variety of vehicle types Next 6 Months:Vehicles Sample Base: Those who self-report living in the area and plan to buy a vehicle in the next 6 months N= 79

37 R/E: TS.com visitors will engage in many types of R/E transactions Sample Base: Respondents who will buy, sell or rent real estate in the area in the next 6 months N= 86 Real Estate

38 Online Classifieds & Verticals

39 Most TribStar.com users have visited online classifieds section Classifieds Sample Base: All Respondents N= 459

40 Online Classified Use is Active and Recent Classifieds Sample Base: Classified users N= 279

41 Jobs tops usage in classifieds, with merchandise a strong second Classifieds Percentages are for ever used, Visited Classifieds N= 279 Classifieds Verticals Ever Used:

42 Visitors have taken a wide variety of uses of online Verticals/Listings. Classifieds Vertical Actions taken in last 6 months: Visited Classifieds N= 279 Verticals/Classifieds Verticals Uses Last Six Months:

43 Use of Web for Job search Used Internet to 2822Both Last/Next 12 Months 108Next 12 Months 4753Neither 13% 14%Last 12 Months Search Career/Job Info Seek New/Different Job Sample Base: All Respondents N= 459

44 SITE USE

45 Competitive Set Preferred Online Local News & Information Source Competition Sample Base: Terre Haute Local ZIPs N = 266 TribStar.com is the online source for local news among our visitors.

46 Growing…visitors include old-timers and newcomers Site Use Sample Base: All Respondents N= 459 TribStar.com is still growing, with 6% of daily users visiting for the first time within the past month.

47 Most visitors are satisfied with TribStar.com Site Use Satisfaction Level with TribStar.com: Sample Base: Began accessing site more than 30 days ago N = 410

48 TribStar.com has visitors from both home and office Internet Use Sample Base: N= 459

49 Visitors use the Internet and TribStar.com very often Average Days Visited in Past Seven Days Internet Use Sample Base: First 28 day respondents N= 432

50 51% of users visited 5+ days in the past week Days used TribStar.com in past 7 days Site Use Average = 4.1 Sample Base: First 28 day respondents N= 432

51 The average daily user accesses the site 2.5 times on the weekdays Average Times Visited in Day Visiting Internet Use Sample Base: 30+ Day/Weekday Visitors N= 376 Sample Base 30+ Days/Weekend Visitors N= 206 Sample Base: First 28 day respondents

52 Five in ten site visitors have high-speed home access Internet Use Sample Base: All Respondents N= 459

53 THE ONLINE AUDIENCE & PRINT

54 Most TribStar.com visitors are Tribune Star print readers 16% of local respondents had read The Indianapolis Star 4% had read Indiana Statesman 16% of local respondents had read The Indianapolis Star 4% had read Indiana Statesman Reach Sample Base: Terre Haute Local ZIPs N= 266

55 Most TribStar.com visitors are not Tribune Star print subscribers Effects of Site Sample Base: Terre Haute Local ZIPs N= 266

56 TribStar.com use has had a small net impact on subscriptions Effects of Site Since you started visiting this site: In-Market, the proportions are 10% starts vs. 6% stops Visiting site over one month N = 410

57 Site use also has a small impact on delivery frequency Effects of Site Since you started visiting this site: In-Market, the proportions are 6% increase vs. 4% decrease Visiting site over one month N = 410

58 Site use has a small positive effect on single-copy purchases Effects of Site Since you started visiting this site: In-Market, the proportions are 27% buy more vs. 6% buy less Visiting site over one month N = 410

59 Some visitors are reading print editions more often Effects of Site Since you started visiting this site: In-Market, the proportions are 21% read more vs. 14% read less Visiting site over one month N = 410

60 Site use is usually unlikely to lead to subscription cancellation Subscribers in Terre Haute Local ZIPs N = 70 Effects of Site

61 Site use is somewhat more likely to lead to subscription starts Effects of Site Non-Subscribers in Terre Haute Local ZIPs N = 196

62 SPECIAL SECTION

63 TribStar.com visitors actively use the Web for product/service info Search Sample Base: All Respondents N= 459

64 TribStar.com use a wide variety of high tech products/services Competition Sample Base: Total Respondents = 459

65 Most visitors have e-commerce experience 84% have made online purchases in the last six months. They spent an average of $436 online in the past 6 months. Notes on E-commerce Sample Base: All Respondents N= 459

66 Three in ten users spent $500 or more online in last six months. Classifieds Sample Base: All Respondents N= 459

67 SUMMARY Great Audience Extended Reach High Frequency Local Opportunity

68 Where will YOU go next? The Future Thank you.