2006 belden political presentation

2006 Rapid City Market Study

Conducted for the:

806-49

Newspaper Designated Market

Map of Rapid City Journal Market

Republican 70%

Butte Butte County

Democrat 19%

Meade Meade County Lawrence Lawrence County

Haakon Haakon County

Independent 11%

Pennington Pennington County Custer Custer County

Jackson Jackson County

Fall River Fall River County

Belden Associates

2006 Rapid City Market Study

2

Newspaper Readership

The Journal Reaches 92,000 Readers in a Typical Week; Readership of the Rapid City Journal is Above Average Other Belden Markets

Rapid City Journal Reach On:

46%

47%

Average Weekday

59,000

Average Sunday

71,000

67%

62*

6-Weekday Cume

84,000

86,000

68%

63

4-Sunday Cume

7-Day Cume

0%

53

57%

73%

92,000

25%

50%

75%

68

100%

*5-weekday cume in other markets.

Base: Adults in Rapid City Journal NDM (126,000).

Belden Associates

2006 Rapid City Market Study

3

Newspaper Readership – Average Weekday

About Half of Rapid City Area Adults Read the Journal on the Average Weekday Read Weekday Average Issue:

Number of Adults

47% Rapid City Journal

Black Hills Pioneer

Other Weekday Paper

0%

59,000

5%

6,000

3,000

2%

25%

50%

75%

100%

Base: Adults in Rapid City Journal NDM (126,000).

Belden Associates

2006 Rapid City Market Study

4

Newspaper Readership – Average Sunday

Almost Everyone Who Reads a Sunday Newspaper Reads the Journal Read Sunday Average Issue:

Number of Adults

57%

Rapid City Journal

Sioux Falls Argus Leader

71,000

2,000

1%

3,000

3% Other Sunday Paper

0%

25%

50%

75%

100%

Base: Adults in Rapid City Journal NDM (126,000).

Belden Associates

2006 Rapid City Market Study

5

Days Usually Read

Journal Readership Is Highest on Sundays and Wednesdays

Days Read or Look at Journal in a Typical Week:

46%

Monday

45%

Tuesday Wednesday

46%

Thursday

46%

Friday

47%

Saturday

63%

Sunday 0%

73% of adults in the market say they read the Rapid City Journal in the past week.

52%

25%

50%

75%

100%

Base: Adults in Rapid City Journal NDM (126,000).

Belden Associates

2006 Rapid City Market Study

6

Classified Advertising

Classified Advertising

The Rapid City Journal is Western South Dakota’s Source for Classified Advertising

Belden Associates

2006 Rapid City Market Study

7

Classified Advertising In fact, three out of four people rely on the Rapid City Journal as their source of classified advertising

Overall, Rely on Most

Journal

66%

Other Daily/ Sunday Weekly/Shopper

Classified Advertising

75%

Coupons

73%

Grocery Store

73%

Employment Ads

72%

Furniture

70%

Direct Mail

Appliance Store Ads

68%

Yellow Pages

Clothing, Shoes and Accessories

66%

RCJ.com

Hardware, Home Improvement Store

65%

Other Internet

0%

Belden Associates

25%

11% 12%

Radio 13%

50%

2006 Rapid City Market Study

75%

TV

100%

8

Classified Advertising The Rapid City Journal Classified section is The Marketplace for recruitment advertising.

72% of the jobseekers in Western South Dakota use the Rapid City Journal as their primary source for recruitment advertising

72%

Rapid City Journal 15%

Internet* 8%

Other daily/Sunday paper Weekly/Shopper

4%

Direct Mail

2%

Yellow Pages

1%

Radio

1%

0%

25%

50%

75%

100%

*This is net Internet (Journal’s site + other sites).

Belden Associates

2006 Rapid City Market Study

9

Classified Advertising Jobseekers use the Journal for Recruitment Advertising at a higher rate compared to other newspapers across the country

72% Rapid City Source of Recruitment Advertising

Other Markets 66%

0%

Belden Associates

25%

50%

2006 Rapid City Market Study

75%

100%

10