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

Sales and Site SurveySales and Site Survey

Spring 2005Spring 2005

Client Release Date – July 2005Client Release Date – July 2005

2

SURVEY GOALSSURVEY GOALS

Profile TribStar.com TribStar.com visitors

Describe visitors’ InternetInternet and SiteSite use habitshabits

Assess the impactimpact of TribStar.comTribStar.com on newspaper readership & circulationreadership & circulation

Identify visitor’s content preferencescontent preferences and future purchasing plansfuture purchasing plans

Examine special issues: Search & New Search & New TechnologyTechnology

3

METHODOLOGYMETHODOLOGY

We invited visitors to TribStar.com to participate in an online surveyonline survey.

The survey went live on May 19, May 19, 20052005 and closed June 20, 2005June 20, 2005 .

Data from 459 site visitor459 site visitor interviews

in this report.

4

TRAFFIC ESTIMATESTRAFFIC ESTIMATES

5

Local Population 149,700 In-Market (Metro) Audience 9,800 In-Market (NDM) Reach 7% In-Market (NDM) Web-Unique 2,100 Extended Reach in Local Population 1%

May 2005Audience Reach: 16,900

Estimates are for a standard 28-day monthEstimates are for a standard 28-day monthMay/June 2005 Survey N = 459 First 28-day N = 432May/June 2005 Survey N = 459 First 28-day N = 432

6

““Incidentals” are only 7% of Incidentals” are only 7% of dailydaily visitors, but are 55% total visitors, but are 55% total monthlymonthly. .

FrequencyFrequency

Core Audience

45%

Incidental Visitors 55%

9,3007,600

Belden Estimates:Incidental Audience

Core Audience

Incidental =3 or fewer visits in monthCore = 4 or more visits

7,600 May Core Audience Visitors7,600 May Core Audience Visitors

TS.com is is continuing to grow continuing to grow

with 6% of with 6% of daily daily visitors first visiting visitors first visiting in the last 30 daysin the last 30 days

7

SUMMARYSUMMARY

Great Audience

Extended Reach

High Frequency

Local Opportunity

8

DEMOGRAPHICSDEMOGRAPHICS

9

Respondent Respondent DemographicsDemographics

TribStar.com attracts a highly desirable audience mix…

HighlighHighlightsts

Gender 40% 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 Overall, TribStar.com draws more more women thanwomen than men.men.

40%

60%

Men Women

DemographicsDemographics

In-NDM proportions are 37% men and 64% womenIn-NDM proportions are 37% men and 64% womenIn-NDM proportions are 37% men and 64% womenIn-NDM proportions are 37% men and 64% women

Sample N = 459

11

Most TribStar.com visitors are Most TribStar.com visitors are 25-54 years of age25-54 years of age

10%

25%23%

26%

12%

4%

18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 +


Median Age (Total): 41.5 Years (MEAN)

Median Age (In-MKT): 40 Years

Median Age (Ex-MKT Area): 44 Years

Sample N = 459

12

4%

1%

0%

1%

2%

2%

93%

0% 25% 50% 75% 100%

White

American Indian

African-American

Hispanic

Asian

Other

No Answer

Most site visitors are Most site visitors are non-Hispanic whitesnon-Hispanic whites


Sample N = 459

13

13%

2%

2%

7%

15%

21%

17%

14%

10%

0% 10% 20% 30% 40% 50%

Under $25,000

$25,000 - $34,999

$35,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 - $124,999

$125,000 - $149,999

$150,000 or more

No Answer

TribStar.com visitors have TribStar.com visitors have high incomeshigh incomes


Median Income: Median Income: $53,400$53,400

NDM In-Market: $48,300NDM In-Market: $48,300Out-of-Market ZIPs: Out-of-Market ZIPs:

$60,600$60,600U.S. 2000 Median: U.S. 2000 Median:

$42,150$42,150

Sample N = 459

14

12%

6%

22%

36%

9%

16%

0% 10% 20% 30% 40% 50%

High School

TechnicalTraining

SomeCollege/ AA

CollegeGraduate

GraduateStudies

GraduateDegree

TribStar.com visitors have TribStar.com visitors have highhigh levels of levels of educationeducation


Sample N = 459

15

Not Employed16%

Employed84%

Most Most TribStar.comTribStar.com Visitors Visitors report being report being employedemployed


Sample N = 459

16

3%

3%

5%

5%

12%

7%

9%

23%

15%

0% 10% 20% 30% 40% 50%

Executive

Professional

Technical

Marketing and Sales

Admin. Support

Labor

Retired

Homemaker

Full-time Student

Many TribStar.com visitors are Many TribStar.com visitors are in in

white collar professionswhite collar professions


Sample N = 459

17

1%

5%

6%

13%

13%

59%

0% 25% 50% 75% 100%

Married

Single, Never Married

Divorced or Separated

Partnered

Engaged to be Married

Widowed

Most TribStar.com users are Most TribStar.com users are married, but singles also use the married, but singles also use the

sitesite


Sample N = 459

18

Most site visitors Most site visitors are are home ownershome owners


Sample N = 459

5%

26%

69%

0% 25% 50% 75% 100%

Own

Rent

Other

19

Most site visitors Most site visitors live in thelive in the Terre Haute and Surrounding Terre Haute and Surrounding

area.area.

ReachReach

Sample N = 459

Out of Market 42%

ZIPs NDM58%

For TribStar.com, 60% report being permanent

full-time Terre Haute area residents

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

7%

1%

0%

0%

2%

1%

7%

22%

60%Permanent Resident

Former Resident

Relatives/ Friends Live in Area

Temporary Resident

Future Resident

Seasonal/ Part-Time Resident

Business Visitor

Vacation Vistor

Other

MostMost visitors have direct visitors have direct relations with the local arearelations with the local area

ReachReach

“Former Resident”and ”Friends/Relatives” were

the next largest groupings behind

“Permanent Resident”

“Former Resident”and ”Friends/Relatives” were

the next largest groupings behind

“Permanent Resident”

Sample N = 459

21

75% of respondents reported 75% of respondents reported Indiana ZIPsIndiana ZIPs

TribStar.com Web Site FootprintTribStar.com Web Site Footprint

Sample N = 459

22

USAGE MOTIVESUSAGE MOTIVES

23

41%

42%

42%

42%

43%

43%

53%

55%

55%

65%

73%

75%Local news of the day

Breaking news

Obituaries

Weather forecasts

Crime/ Safety information

Classified ads

Statewide news of the day

Community calendar

Local business news

Neighborhood events

Traffic/ Road closures

National news of the day

LocalLocal NewsNews leads, followed by leads, followed by Breaking NewsBreaking News and and ObitsObits

General Drivers – Top ItemsGeneral Drivers – Top Items

Percent “Very Interested”Sample N = 459

Page 1 of 3

24

All tested items have All tested items have valuevalue to to at least some site visitorsat least some site visitors



Page 2 of 3

22%

24%

24%

26%

27%

29%

30%

34%

36%

39%

39%Information about restaurants

Movie listings and reviews

Local sports

School closings and information

Health and medical news

Cooking and recipes

Lottery results

Tourist information

Home and garden

Local business directory

College sports

25

2%

8%

12%

13%

16%

17%

19%

20%

21%

22%

22%International news ofthe day

Technology and sciencenews

Local discussion forums

Pro sports

TV listings and reviews

Travel news andinformation

Legal and financialinformation

Financial markets andstocks

Personals ads

Gaming Information

None of the above

All tested items have All tested items have valuevalue to to at least some site visitorsat least some site visitors



Page 3 of 3

26

31%

33%

33%

40%

41%

46%

51%

52%Coupons to save on goods and services

Local job listings

Ads for local grocery stores

Ads for local discount stores

Sales and specials at local retail stores

Ads for local department stores

Local real estate listings

Ads for local appliance and electronicsstores

Visitors show interest in a Visitors show interest in a wide variety of wide variety of local local

advertisingadvertisingPage 1 of 2

Ad Content ImpactAd Content Impact

All items refer

to “Local Ads”

All items refer

to “Local Ads”


27

19%

22%

18%

19%

20%

25%

28%Ads for USED automobiles and trucks

Ads for local drugstores

Apartment listings

Ads for local furniture stores

Ads for NEW automobiles and trucks

Other classified advertising

None of the above

Visitors show interest in a Visitors show interest in a wide variety of wide variety of local local

advertisingadvertisingPage 2 of 2

Ad Content ImpactAd Content Impact

All items refer

to “Local Ads”

All items refer

to “Local Ads”


28

PURCHASE INTENTIONSPURCHASE INTENTIONS

29

23%

16%

20%

22%

28%

31%

34%

38%

47%Travel

Consumer electronics

Office supplies

Furniture

Computer (desktop or laptop)

Banking services

Large appliances

Financial services and investments

None of the above

Travel Travel tops the list of tops the list of tested tested high-cost itemshigh-cost items

Purchase Intentions – Major ItemsPurchase Intentions – Major Items

Percent who will shop in next 6 monthsSample N = 459

30

33%

36%

41%

46%

46%

47%

50%

53%

53%

65%

72%

0% 25% 50% 75% 100%

Groceries

Clothing

Music/ CDs/ videos/ DVDs

Rx or OTC drugs

Movie, etc./ Ttickets

Pet supplies

Books

Home improvement

Health/ Beauty items

Hobby/ Specialty gifts

Health care services

Groceries Groceries andand Clothing Clothing lead,lead, then then MusicMusic and and Rx/OTC drugsRx/OTC drugs..

Page 1 of 2

Purchase Intentions – Special Interest ItemsPurchase Intentions – Special Interest Items


31

Interest in Interest in consumer consumer categoriescategories extends over many extends over many

typestypesPage 2 of 2

Purchase Intentions – Special Interest ItemsPurchase Intentions – Special Interest Items


9%

17%

18%

19%

20%

21%

23%

24%

27%

28%

29%

0% 25% 50% 75% 100%

Toys

Flowers

Sporting goods

Small electronics

Software

Insurance

Photography

Education or training

Jewelry

Cell phone or pager

None of the above

32

LOCAL SHOPPINGLOCAL SHOPPING

33

2%

34%

44%

45%

71%

72%

83%91%Groceries

Department and discount stores

Drug stores or in drug departments atstores

Shopping centers or areas

Office or computer supplies

Electronics or entertainment

Sporting goods

None of the above

Most Most TribStar.com TribStar.com visitors visitors havehave shoppedshopped local storeslocal stores last last

30 days30 days

Sample Base: Respondents who self-report living in the local area N = 277

Last 30 Days:

LifestylesLifestyles

34

4%

23%

36%

36%

36%

43%

48%

53%

60%

66%

68%Lumber/ Hardware or gardensupplies

Banking institutions

Women's clothing or shoes

Auto parts/ tires or autoservices

Health or beauty products orservices

Men's clothing or shoes

Furniture or appliances

Children's clothing or shoes

Cell phone service providers

Jewelry

None of the above

Most Most TribStar.com TribStar.com visitedvisited local local businessesbusinesses in in last 6 months last 6 months

Sample Base: Respondents who self-report living in the local area N = 277

Last Six Months:

LifestylesLifestyles

35

29%

19%

Shop Vehicle Buy/ Sell/ Rent RE

Many local visitorsMany local visitors will shop will shop for for vehicle or real estatevehicle or real estate

Sample Base: Those who self-report living in the local area

N = 277

VerticalsVerticals

Next 6 Months:

Sample Base All Respondents

N = 459

36

4%

8%

8%

10%

10%

13%

20%

20%

22%

35%Used car

Used truck

New car

Used SUV

Used motorcycle

New motorcycle

New SUV

New truck

Used min-van

None of the above

Auto:Auto: TribStar.com visitors will TribStar.com visitors will buy a variety of vehicle typesbuy a variety of vehicle types

Next 6 Months:

VehiclesVehicles

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:R/E: TS.com visitors will engage in TS.com visitors will engage in many types of R/E transactionsmany types of R/E transactions

37%

12%

11%

9%

8%

7%

6%

5%

9%

28%

22%

17%

17%

Purchase personal residence/ home

Rent new apartment

Use a Realtor

Sell a home

Repair home

Purchase investment property

Purchase land to build on

Remodel home

Build a new home

Purchase manufactured home

Refinance home

Purchase business property

None of the above

Sample Base: Respondents who will buy, sell or rent real estate in the area in the next 6 months N= 86

Real EstateReal Estate

38

Online Classifieds & VerticalsOnline Classifieds & Verticals

39

Most TribStar.com users have Most TribStar.com users have visited visited onlineonline classifieds sectionclassifieds section

61%

33%

6%

Visited Not Visited Not Sure

ClassifiedsClassifieds

Sample Base: All Respondents N= 459

40

5%

0%

5%

6%

25%

15%

24%

20%Today

Past week

One week to past month

One month to six months ago

6-12 months

1- 3 years ago

3 + years ago

Not sure

Online Classified Use Online Classified Use is Active and Recentis Active and Recent


Sample Base: Classified users N= 279

41

9%

25%

28%

29%

42%

59%Employment

Merchandise

Vehicles/ Autos

Property to buy or sell

Property to rent

None of the above

JobsJobs tops usage in classifieds, tops usage in classifieds, with with merchandisemerchandise a strong second a strong second


Percentages are for ever used, “Visited Classifieds” N= 279

Classifieds Verticals Ever Used:

42

12%1%1%

8%14%

19%19%

28%

32%35%

43%54%Checked obituaries/ death notices

Looked for a job

Looked for personal goods to buy

Births/ Weddings

Checked for garage sales

Looked for a home to buy

Looked for a home to rent

Checked legal notices

Placed an ad to sell personal goods

Placed an ad to sell a home

Placed an ad for a job

None of the above

Visitors have taken a wide variety Visitors have taken a wide variety of uses of online of uses of online

Verticals/Listings.Verticals/Listings.


Vertical Actions taken in last 6 months: “Visited Classifieds” N= 279

Verticals/Classifieds Verticals Uses Last Six Months:

43

Use of Web for Job searchUse 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


44

SITE USESITE USE

45

13%

4%

0%

1%

3%

5%

15%

59%

0% 25% 50% 75% 100%

TribStar.com

WTHITV.com

WTWO.com

Yahoo! or Google.com

IndyStar.com

IndianaStatesman.com

Other

No Preference

Competitive Competitive SetSet

Preferred Online Local News & Information Preferred Online Local News & Information SourceSource

Preferred Online Local News & Information Preferred Online Local News & Information SourceSource

CompetitionCompetition

Sample Base: Terre Haute Local ZIPs N = 266

TribStar.com is the TribStar.com is the online source for online source for local news among local news among

our visitors.our visitors.

TribStar.com is the TribStar.com is the online source for online source for local news among local news among

our visitors.our visitors.

46

5%

28%

44%

11%

6%

1%

1%

4%Today

Within the past week

One week ago/ Past month

One month/ Past six months ago

Six months/ Past twelve months ago

One year, but less than 3 years ago

3 or more years ago

Not sure

GrowingGrowing…visitors include…visitors includeold-timers and newcomersold-timers and newcomers

Site UseSite Use


TribStar.com is TribStar.com is still growing, with still growing, with 6% of daily users 6% of daily users visiting for the visiting for the

first time within first time within the past month.the past month.

TribStar.com is TribStar.com is still growing, with still growing, with 6% of daily users 6% of daily users visiting for the visiting for the

first time within first time within the past month.the past month.

47

1%

6%

21%

25%

48%Mostly

Somewhat

Partly Both

Dissatisfied

Not Sure

Most visitors are Most visitors are satisfiedsatisfied with TribStar.comwith TribStar.com

Site UseSite Use

Satisfaction Level with TribStar.com:

Sample Base: Began accessing site more than 30 days ago N = 410

48

TribStar.com has visitors TribStar.com has visitors fromfrom bothboth homehome and and officeoffice

49%43%

9%

Office Home Other

Internet UseInternet Use

Sample Base: N= 459

49

6.3

4.1

Online TS.com

Visitors Visitors use use thethe Internet Internet and and TribStar.comTribStar.com very often very often

Average Days Visited in Past Seven Average Days Visited in Past Seven DaysDays

Average Days Visited in Past Seven Average Days Visited in Past Seven DaysDays


Sample Base: First 28 day respondents N= 432

50

51% of users visited 51% of users visited 5+ days 5+ days in the past weekin the past week

7%10% 10% 11% 10%

21%

10%

20%

7Days

6Days

5Days

4Days

3Days

2Days

1 DayNone

Days used TribStar.com in past 7 daysDays used TribStar.com in past 7 daysDays used TribStar.com in past 7 daysDays used TribStar.com in past 7 days

Site UseSite Use

Average = 4.1Average = 4.1Average = 4.1Average = 4.1

Sample Base: First 28 day respondents N= 432

51

2.51.8

Weekday Weekend

The average daily user The average daily user accesses accesses

the site 2.5 times on the the site 2.5 times on the weekdays weekdays

Average Times Visited in Day VisitingAverage Times Visited in Day Visiting Average Times Visited in Day VisitingAverage Times Visited in Day Visiting


Sample Base: 30+ Day/Weekday Visitors N= 376Sample Base 30+ Days/Weekend Visitors N= 206

Sample Base: First 28 day respondents

52

Five in tenFive in ten site visitors site visitors have have high-speedhigh-speed home access home access


9%

4%

2%

32%

21%

28%

4%T1, etc.

DSL

Cable

56K

< 56K

Not Sure

No Home Access


53

THE ONLINE AUDIENCE & THE ONLINE AUDIENCE & PRINTPRINT

54

Most TribStar.com visitors are Most TribStar.com visitors are Tribune StarTribune Star print readersprint readers

Did Not Read TS

Print22%

Read Sunday

Only21%

Week-day and

Sunday37%

Read Weekday only 21%

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

ReachReach

Sample Base: Terre Haute Local ZIPs N= 266

55

1%

71%

28%HouseholdSubscribes

Doesn'tSubscribe

Don't Know, NoAnswer

Most TribStar.com Most TribStar.com visitors are not visitors are not

Tribune StarTribune Star print subscribersprint subscribers

Effects of SiteEffects of Site

Sample Base: Terre Haute Local ZIPs N= 266

56

89%

4%

7%StartedSubscription

EndedSubscription

Neither

TribStar.com use has had a TribStar.com use has had a smallsmall net net impact onimpact on

subscriptionssubscriptions


Since you started visiting this site:

In-Market, the proportions In-Market, the proportions are are

10% starts vs. 6% stops10% starts vs. 6% stops


10% starts vs. 6% stops10% starts vs. 6% stops

Visiting site over one monthN = 410

57

93%

2%

5%IncreasedFrequency

DecreasedFrequency

Neither

Site use also has a small Site use also has a small impact impact on on delivery frequencydelivery frequency




6% increase vs. 6% increase vs. 4% decrease4% decrease


6% increase vs. 6% increase vs. 4% decrease4% decrease


58

75%

4%

20%Bought More

Bought Less

Neither

Site use has a Site use has a small positive small positive effect effect onon single-copy single-copy purchases purchases



In-Market, the proportions In-Market, the proportions areare

27% buy more 27% buy more vs. vs.

6% buy less6% buy less

In-Market, the proportions In-Market, the proportions areare

27% buy more 27% buy more vs. vs.

6% buy less6% buy less


59

75%

10%

16%Reading More

Reading Less

Neither

Some visitors are Some visitors are reading print reading print editionseditions more often more often




21% read more 21% read more vs. vs.

14% read less14% read less


21% read more 21% read more vs. vs.

14% read less14% read less


60

Site use is usually unlikely Site use is usually unlikely to lead to subscription to lead to subscription

cancellationcancellation

7%

76%

9%

7%

1%

0%Very Likely to Cancel

Somewhat Likely

Neither

Somewhat unlikely

Not at All Likely

Don't know

Subscribers in Terre Haute Local ZIPs N = 70


61

Site use is somewhat more Site use is somewhat more likely likely

to lead to subscription startsto lead to subscription starts

22%

34%

9%

15%

13%

6%Very Likely to Start

Somewhat Likely

Neither

Somewhat unlikely

Not at All Likely

Don't know


Non-Subscribers in Terre Haute Local ZIPs N = 196

62

SPECIAL SECTIONSPECIAL SECTION

63

5%

6%

2%

2%

3%

6%

10%

38%

29%Today

Within the past week

One week ago / past month

One month/ last 3 months

Three months/ last 6 months

Six months/ In last 12 months

One year or more

Do not search Web Product/ Service

Not sure

TribStar.comTribStar.com visitors visitors actively actively use the Webuse the Web for product/service for product/service

infoinfo

SearchSearch


64

TribStar.com use a wide TribStar.com use a wide variety of high tech variety of high tech products/servicesproducts/services

6%

4%7%

8%

9%

10%

11%

15%

17%32%

38%

64%

85%DVD Player

Digital Camera

Cellphone with Internet connection

Satellite TV

Wi-Fi on laptop or home computer

Digital Video Recorder

PDA (not wireless)

iPod or similar digital music device

GPS Device (Handheld or in vehicle)

Satellite Radio

Wireless PDA

Other

None of the above

CompetitionCompetition

Sample Base: Total Respondents = 459

65

Most visitors have Most visitors have e-commercee-commerce experience 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-commerceNotes on E-commerce


66

4%

4%

13%

12%

25%

16%Less than $100

$100-$499

$500-$999

$1,000-$2,999

$3,000-$4,999

$5,000+

Three in tenThree in ten users users spent $500spent $500 or or more more onlineonline in last six in last six

months.months.



67

SUMMARYSUMMARY

Great Audience

Extended Reach

High Frequency

Local Opportunity

68

Where will YOU go next?Where will YOU go next?

The FutureThe Future

Thank you.Thank you.

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

Documents

days slide

lifestyles slide

site demographics sample

years sample n

interested sample n

months sample n

local shopping slide

women sample n