Media

3. Media Direct Mail Newspaper Broadcast Television Cable Television Yellow Pages Outdoor Radio

4. Total Advertising Revenues Millions 58.6 46.9 46.6 25.0 21.7 14.4 6.7 Sources: Universal McCann released 9/07 for 2006; Radio from RAB released 2/07 for 2006

5. Local Advertising Revenues Millions Sources: Universal McCann released 9/07 for 2006; Radio from RAB released 2/07 for 2006

6. Direct Mail: The Up Side Targetability Reach Maintenance Tracking Precision

7. Direct Mail: The Down Side Expensive Low Response Rate Limited Attention Doesn’t Move New Customers Doesn’t Build Customer Loyalty Consumer Perception Outdated Mailing Lists

8. Direct Mail Plus Radio Draw attention Reach new prospects Radio lends receptive environment to message

9. Newspaper: The Up Side History and Heritage Visual Component (Tangible) Mass Audience Variety of Ad Sizes Details Easy to Track

10. Newspaper: The Down Side Decreasing market penetration 62 53 Daily Circulation Source: Editor and Publisher

11. Newspaper: The Down Side Decreasing market penetration

12. Newspaper: The Down Side Low Section/ Ad Noting scores Decreasing market penetration Not as targeted Requires consumer action Ad clutter & separation New competition Circulation scandal

17. Newspaper Plus Radio Radio reaches shoppers closest to purchase Radio reaches light readers and younger customers Radio creates attention, interest, desire Newspaper credited for action Ad size makes little impact on recall; reduce newspaper, add radio

18. Newspaper Plus Radio Monday Tuesday Wednesday Thursday Friday Saturday Sunday 8 Spots 4 Spots 12 Spots Newspaper Ad Runs

19. Broadcast TV Networks

20. Broadcast TV Networks ABC CBS Fox NBC CW Ion MyNetworkTV Independents

21. Broadcast TV: The Up Side Widespread reach High time spent viewing A way of life Mass exposure Visual appeal High agency interest

22. Broadcast TV: The Down Side VCR / DVD / DVR use Decreasing audience (67%-41%) “Will prime time be nibbled to death by digital video recorders, broadband and on-demand options?”

23. ABC Backs Off On Including DVR Users In Ad RatesDOW JONES NEWSWIRESJune 6, 2006 6:45 p.m. By David B. WilkersonThe ABC Television Network said it would no longer insist that advertisers include viewers who use digital video recorders to watch its shows as part of the audience used to set advertising rates. All of the U.S. TV networks are currently trying to sell commercial time for the fall season, in a process known as the "upfront." In setting its ad rates, ABC had been attempting to have advertisers recognize Nielsen Media Broadcast TV: The Down Side VCR / DVD / DVR use Decreasing audience (67%-41%) ABC Backs Off On Including DVR Users In Ad Rates

24. TV Industry Frets As Nielsen to Unveil Ad Ratings By BRIAN STEINBERG September 25, 2006; Page B3 For many television executives, particularly at cable channels that carry a lot of commercials, Nov. 18 might be a good day to be out of the office. That is the day Nielsen Media Research is scheduled to release, for the first time, formal ratings for commercial breaks. The ratings will show advertisers how many people watch Broadcast TV: The Down Side VCR / DVD / DVR use Decreasing audience (67%-41%) Surfing Audience fragmentation TV Industry Frets As Nielsen to Unveil Ad Ratings

25. Broadcast TV: The Down Side VCR / DVD / DVR use Decreasing audience (67%-41%) Surfing Audience fragmentation Skyrocketing production costs Relationship to income

26. Broadcast Television Plus Radio Radio doubles your impact on upscale HHs Theater of the mind transfers the video image Radio offers efficiency in schedules Radio offers efficiency in production

27. Cable TV

28. Cable TV

29. Cable: The Up Side Relatively inexpensive Growth: 67% penetration Consumer acceptance Targeting Better ratings in the summer, year around

30. Cable: The Down Side Relatively small audiences

31. 1.5 Rating Cable: The Down Side 1.8 = 283 ÷ 5.2 1.5 = Less 17% Source: www.nielsenmedia.com

32. Cable: The Down Side Limited reach (67%) Relatively small audiences

33. Cable: The Down Side Limited reach (67%) Relatively small audiences Fragmentation

34. Cable: The Down Side Limited reach (68%) Relatively small audiences Fragmentation

35. Cable: The Down Side Limited reach (67%) Relatively small audiences Ad clutter Fragmentation Poor ad quality

36. Cable TV Plus Radio Radio offers promotions Radio increases reach Build frequency by combining the right radio programs with the right Cable TV programs Radio improves quality of creative cost-effectively

37. Outdoor: The Up Side Attention grabbing Strategic placement 24-hour Fairly low cost Directional New technology and more options

38. Outdoor: The Down Side Brevity Limited availability Lack of measurement Low recall Poor image Inflexible

39. Outdoor Plus Radio Radio improves reach Radio can add details to outdoor’s brief message Radio and outdoor together reach drivers

40. Yellow Pages: The Up Side Widespread (97% of HH) Usage (58% weekly) Reference tool (50% undecided on company before) Targets customers

41. Yellow Pages: The Down Side Limited exposure (42% don’t use) Minimal consumer awareness Ad clutter Inconvenient Inflexible Too many books Interactive directories

42. Yellow Pages Plus Radio Create demand Make copy revisions Increase top of mind awareness Influence buyers before they decide to buy Draw attention to your Yellow Pages ad

43. How to Out-Sell Your Media Competition Learn about competitive media Understand client’s media perceptions Have empathy for client’s media thinking “And at the same time, one of my concerns …” Show dangers of putting $$ in one media basket Help client get comfortable reallocating $$$ Start small … grow big