serving northern Ohio

The Morning Journal 9/10/2010

We reach 169,177 of your customers online and in print every week
We reach 480,259 of your customers online and in print every month
Online Reach www.morningjournal.com profile
Weekly Monthly Average Time Spent on our Site 6.88 mins
Unique Visitors 43,989 283,064 Average Page View per Visit 3.98 pages
Page Views 287,433 2,118,821 Most people are on site 7am - 4pm

Unique Visitors Methods used to access our site:

in thousands We continue to expand our
Personal Computer 97%
202 283 online reach with a 40% YOY
Mobile Device (includes iPad) 3%
increase in unique visitors
2009 2010
Video
Page Views Videos clicked 50,726
in millions
Readers are engaged with our
content by the 43% YOY Video watched to completion 69%
1.5 2.1 increase in page views Average play per Video 243
2009 2010

Source: Omniture average 4 mths ending Jul '10 Sources: Omniture Jul '10 avg day/VMIX Media avg 2 mths end Jul '10

Print Reach Consumers in Lorain, Huron & Erie Counties

Average 1-day 72,173 68% accessed the web (past 30 days)
Average 3-day 103,957 90%
Average 4-day 112,154
33%
7 day 125,188 9%
30 day 197,195
Daily Circulation 22,247 Home Work Other place
Sunday Circulation 22,876 Places acccessed the web

274% Media Site Index Index read as

Any Newspaper Site 74 not likely

197,195 Any Broadcast TV Site 103 as likely

72,173 103,957 112,154 125,188 Any Radio Station Site 103 as likely

Average 1-day Average 3-day Average 4-day 7 day 30 day

The Morning Journal is not likely to be visited in our market than

Sources: Scarborough 2010 R1/ABC Publishers Statement Mar 31, 2010
in the entire DMA. Any Broadcast TV Site is as likely to be visited
with Yahoo! + online + print in our market.
Reach 82% of the consumers in the market each month
Index value of 100 is average. Below 100 is less than average.
Source: Scarborough 2010 R1
Source: Scarborough 2010 R1

Our readers are highly educated, affluent homeowners

Reader Demographics Online Demographics
Average Household Income $59,884 Income 75K+ 39.2%
College Educated 79% College Educated 69.8%
Homeowners 32% Homeowners 77.2%
Households with children (under age 17) 45% Households wih children 63.8%
Men / Women 55% / 46% Men / Women 53.9% / 46.1%
Median Age 53.2 Age 25-54 62.4%
Age 18-34 28.7%
Age 35+ 71.3%
Age 55+ 34.1%
Source: Scarborough 2010 R1 Source: comScore 2010/Scarborough 2010 R1