startribuneadimages.startribune.com/mcu/design_dept/mediakit/...chicago 60% st. louis 69% #10...

StarTribune.comStarTribune.comThe #1 Local Media WebsiteThe #1 Local Media Website

The Best Internet Market andThe #1 Local Content Website

• StarTribune.com: #1 at reaching 18-34 year olds

• StarTribune.com: #1 at reaching the educated, affluent, at-work audience

• StarTribune.com: #1 local media website

Minneapolis/St. PaulRanks Highly Across Key Indicators Rank Retail Sales/HH %Home

Owners%Employed

Adults% Employed

Women% Accessed the Internet

#1Mpls/St. Paul

$45,230Mpls/St. Paul

74%Wash. D.C.

75%Wash. D.C

69%Seattle

79%

#2Dallas

$43,198Detroit 73%

Mpls/St. Paul 74%

Mpls/St. Paul 67%

Wash. D.C 77%

#3San Jose/San Fran

$42,528St. Louis

72%Baltimore

71%Baltimore

64%Mpls/St. Paul

76%

#4Boston $41,548

Tampa 71%

Atlanta71%

Boston63%

San Francisco75%

#5San Diego $41,418

Philadelphia 70%

Boston 70%

Atlanta63%

Atlanta73%

#6Atlanta $40,363

Phoenix 70%

Dallas70%

Seattle61%

Boston 71%

#7Los Angeles

$40,160Atlanta

68%Seattle

69%Philadelphia

61%Baltimore

71%

#8Houston $39,631

Baltimore68%

Philadelphia 67%

St. Louis60%

San Diego69%

#9Phoenix $38,096

Riverside67%

Houston67%

Chicago60%

St. Louis69%

#10

Detroit $38,044

Miami 67%

Los Angeles67%

San Francisco59%

Dallas69%

Source: 2005 R2 Scarborough Multi-Market Study, Claritas 2005

Top 10 markets in each category among the 20 largest US markets

Source: 2005 R2 Scarborough Multi-Market Study, Claritas 2005

Rank Median HH EBI

% College Grads

% White Collar Workers

% Prof. Women

#1 Mpls/St. Paul Mpls/St. Paul Mpls/St. Paul Mpls/St. Paul

#2 Chicago Chicago Kansas City Milwaukee

#3 Detroit Kansas City Columbus Indianapolis

#4 Indianapolis Columbus Milwaukee Kansas City

#5 Kansas City Indianapolis Indianapolis St. Loius

#6 Columbus Milwaukee Chicago Columbus

#7 Cincinnati St. Loius St. Loius Cincinnati

#8 St. Loius Cincinnati Cincinnati Chicago

#9 Milwaukee Cleveland Detroit Cleveland

#10 Cleveland Detroit Cleveland Detroit

Minneapolis/St. Paul #1 Market in the Midwest

• Employed, educated, white collar adults are active online

Twin Cities Internet Usage Has Experienced Phenomenal Growth

48%

83%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

2000 2006

Percent of Metro Adults Logged-On To the Internet in the Past Month

• 59% of Twin Cities’ internet users use a broadband connection• Minneapolis/St. Paul ranks 9th among U.S. cities for wireless internet accessibility

* Non-Dial-up connectionSource: Media Audit 2000-2006 (Spring Releases), Scarborough Research 2006 (R1) Minneapolis/St. Paul CBSA, Intel Corporation, 2005

More Than 8 out of 10 Metro Adults Are Online!

StarTribune.com Reach HasGrown Steadily Since 2001

Source: The Media Audit, 2001-2005 (Spring reports)

Percent of Metro Adults Who Visited Site in Past 30 Days

22%

25%

28%

28%

31%

36%

0% 5% 10% 15% 20% 25% 30% 35% 40%

2001

2002

2003

2004

2005

2006

Online Advertising and Promotion: The Power of StarTribune.com

• #1 Local Content website in Minnesota• 38 million page views per month• 9 million visits per month• 2.8 million unique visitors per month• 885,150 registered members

More than just news:• Up-to-the-minute news, weather and traffic• Consistently delivering breaking news before

any other media• Engaging readers with entertainment guides,

shopping, talk forums and much more

Source: Omniture, 2nd quarter 2006 averages (unless otherwise noted), Registered Members As of August 10, 2006

StarTribune.com Visitors AreEducated and Affluent

Source: Media Audit, April-May 2006

Market AdultsStarTribune.com

VisitorsStarTribune.com

Reach %

StarTribune.com Audience

Composition % IndexAll Adults Age 18+ 2,372,500 845,600 36 100 100

Age 18-24 298,700 120,400 40 14 11325-34 437,900 176,200 40 21 11335-44 515,600 220,600 43 26 12045-54 483,300 188,200 39 22 109

HH Income $50,000+ 1,484,000 634,400 43 75 120$75,000-$99,999 414,600 181,600 44 22 123$100,000 Plus 508,500 254,500 50 30 140

Occupation Professional/Technical 451,000 212,400 47 25 132Proprietor/Managerial 475,000 247,000 52 29 146

Educaton Clerical/Sales Worker 439,300 187,400 43 22 120One+ College Degrees 948,300 445,200 47 53 132

Target

Minneapolis-St. Paul Adults Who Visited StarTribune.com in Past 30 Days

Star Tribune Combined With StarTribune.com Reaches 77% of Metro Adults

Star Tribune = 64%

Pioneer Press =11%

0% 20% 40% 60% 80%

Source: Media Audit April-May 2006*Monthly Cume based on 4 Sunday, 5 daily insertions in the newspaper, 30 days online

Combined Reach = 75%

Combined Reach = 77%

Monthly Cume, Star Tribune + Pioneer Press

Monthly Cume, Star Tribune + StarTribune.com

StarTribune.com#1 Against Other Media in Key Demographics

Source: 2006 (R1) Scarborough Research Corporation; Minneapolis/St. Paul CBSA

114,170

86,93978,718

65,785

0

20,000

40,000

60,000

80,000

100,000

120,000

Age 18-34

290,468

211,959 209,251181,013

0

50,000

100,000

150,000

200,000

250,000

300,000

Some college +

270,555

212,645 217,239

172,395

0

50,000

100,000

150,000

200,000

250,000

300,000

HHI $50K+

StarTribune.com (1 week online)

Top 3 Primetime Networks NBC, ABC, CBS combined net reach: one spot per network, M-Su, primetime, avg half hr

Top 10 Radio StationsKQRS, WCCO, KNOW, KEEY, KTIS, KSTP, WLTE, KDWB, KTCZ, KQQL combined net reach: 1 spot per station, M-F, AM drive, avg qtr hr

All Cable Channels CombinedCombined net reach: one spot per channel, M-Su, primetime, avg half hr

• StarTribune.com reaches more Twin Cities adults in key demographics than broadcast TV, radio or cable

Startribune.com reaches more metro adultsin an average week than all local radio stations

598,200

535,900

485,600

449,900

370,300

352,100

341,100

322,400

285,600

277,000

246,000

240,800

233,000

215,000

211,000

184,200

161,200

STARTRIBUNE.COM

KQRS-FM

WCCO-AM

KDWB-FM

KSTP-FM

KTCZ-FM

KQQL-FM

KEEY-FM

KNOW-FM

KXXR-FM

KZJK-FM

KTIS-FM

KTTB-FM

WLTE-FM

KSTP-AM

KFAN-FM

KSJN-FM

Weekly Cumulative Reach of Metro Adults


• To reach each station’s weekly cume audience, an advertiser would have to run 504 spots

• This is an unlikely schedule, equaling one spot during every available quarter hour over the course of an entire week.

And Growing!

Television Viewership is Becoming Increasingly More Fragmented

• Television audiences are declining

• Cable television and Satellite further fragment viewership

• 24.3 million households now subscribe to DISH, DirectTV or TiVo– 80% of DVR owners mention ability to skip commercials as their favorite feature– According to Forrester Research 37% of homes will own DVR’s by 2010

• An aging audience, average age of viewers: NBC=49, ABC=46, CBS=52StarTribune.com Median Age - 39

• Extremely high commercial production costs associated with TV

Source: 2005 (R2) Scarborough Research Corporation; Minneapolis/St. Paul CBSA Broadcast and Cable 12/5/05. Adweek 12/13/05.

Internet User’s Content Interests Vary by Time of Day

Morning• Morning News• WeatherAfternoon• Entertainment • Maps/Directions• TrafficEvening• Researching- jobs, cars, homes• Online shopping• Searching

34%

24%

42%

50%

48%

62%

11%

5%

7%

8 to 11 am

11 to 1 pm

1 to 6 pm

Radio StarTribune.com Television

StarTribune.com Is the Best Way to Reach People During the Workday

Percent of StarTribune.com Visitors using media by daypart

Source: MORI Research, 2003

Daily AM and PM Updates drive traffic to the site throughout the day

StarTribune.Com Reaches the Largest Percent of Metro Adults Among Local Media Websites

Percent of Metro Adults

36%

24%

22%

19%

17%

15%

8%

6%

3%

3%

5%

Startribune.com

WCCO.com

KARE11.com

KSTP-TV.com

Twincities.com

Fox9News.com

Citypages.com

Channel4000.com

UPN29.com

KQRS-FM.com

KXXR-FM.com Reach based on past 30 days audience


845,600

570,700

530,600

454,100

390,800

347,000

196,800

129,800

115,100

71,900

70,000

StarTribune.com Reaches More Metro Adults Than Other Local Media Websites

36%

17%

40%

21%

41%

18%

47%

21%

55%

22%

0%

10%

20%

30%

40%

50%

60%

Age 18+ Age 18-34 Age 25-54 HHI $75K + AdvancedCollegeDegree

StarTribune.comTwinCities.com

Reach based on past 30 days audience

36%

24%

40%

21%

41%

28%

47%

31%

55%

26%

0%

10%

20%

30%

40%

50%

60%


StarTribune.comWCCO.com

36%

22%

40%

23%

41%

26%

47%

30%

55%

20%

0%

10%

20%

30%

40%

50%

60%


StarTribune.comKARE11.com


0%

5%

10%

15%

20%

25%

30%

35%

40%

2001 2002 2003 2004 2005 2006

startribune.com WCCO.com KARE11.com KSTP-TV.com Twincities.com

StarTribune.com: Consistentlythe #1 Local Media Website

Percent of Metro Adults Who Visited Site in Past 30 Days

Source: The Media Audit, 2001-2006 (Spring reports)

• StarTribune.com reaches 845,600 metro adults each month• Approximately 275,000 more people than the #2 website

StarTribune.com:845,600

KARE11.com: 530,600

KSTP-TV.com: 454,100

TwinCities.com: 390,800

WCCO.com: 570,700

The #1 Local Media Website

StarTribune.com: #1 at reaching 18-34 year olds• Better reach of young adults than traditional media• Powerful targeting tool

StarTribune.com: #1 at reaching the educated, affluent, at-work audience• No other media has the same ability to deliver your message to the at-work professional • A large, high quality audience for the Twin Cities

StarTribune.com: #1 local media website• Get your marketing message in front of key Twin Cities consumers• Deliver your advertising message at a fraction of the cost of television• Most trafficked and trusted local source of news and information online • The “daily must see” site • And Growing…

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