McHenryLake

DeKalb

Kane

DuPage

Will

Cook

Chicago

LakeMichigan

Daily Herald PMA:2.3 Million People

City of Chicago: 2.8 Million People

The Daily Herald Market is home to 2.3 million people.

To put this in perspective there are 2.8 million people in the city of Chicago, the nation’s 3rdlargest city.

OPEN YOUR WORLD TO THE

DAILY HERALD MARKETThe Daily Herald Primary Market Area (PMA) encompasses the affluent areas of the North and West Suburbs of Chicago. This is a market bursting with upscale and mobile prospects! For example, the average household income for the PMA is over $96,000, nearly $20,000 more than the Chicago DMA average.

The Daily Herald PMA:

•Has nearly 97,000 businesses and is home to 38 Fortune 500 companies such as Sears Corp., Walgreens Company and Motorola.

•Has 820,345 households and is contained within 7 counties.

•Has about the same population as Denver or Cleveland.

•Is a rapidly growing area with 24% population growth from 1990-2000.

•Projected population growth of 14% from 2.1 million in 2000 to 2.5 million in 2010.

Sources: Claritas 2006, InfoUSA 2006, Fortune Magazine, and 2006 ABC Audits

+16.3%

-15.3%

Daily Herald Growth

Chicago Tribune Loss

Daily Circulation Trend10 Year Trend (1996-2006)

Chicago DMA Daily Herald Market

66% 79%

Home Ownership

Chicago DMA Daily Herald Market

30% 38%

White Collar Occupation

Chicago DMA

Daily Herald Market

$58,689

$75,518

Median HHI

$229,486

$269,316

Median Home Value

Chicago DMA

Daily Herald MarketSource: Claritas 2006

The Daily Herald suburban market encompasses the affluent areas of the North and West suburbs. These suburbs have the best demographics in the Chicago DMA.

THE DAILY HERALD MARKETA Market Bursting with Upscale Prospects

The Chicago DMA vs. the Daily Herald Market

Top 50 Largest Companies in the Daily Herald Market(Ranked by number of employees)

Name Name

PRIVATE COMPANIES PUBLIC COMPANIES# of full time

employees in DailyHerald market # of employees

Portillo Restaurant Group 3,226Tandem Professional Employer Services 2,027Medline Industries Inc. 1,983Altivity Packaging LLC 1,300Addus Healthcare Inc. 1,079Inland Real Estate Group of Cos. 1,065Peacock Engineering Co. 1,033Hostmark Hospitality Group 1,019Ace Hardware Corp. 1,000Paddock Publications Inc./Daily Herald 863MacLean-Fogg Co. 800Butera Finer Foods Inc. 800Harlem Furniture LLC 773Fellowes Inc. 722Rose Packing Co. 650Elkay Manufacturing Co. 650American Hotel Register Co. 600Frank Consolidated Enterprises Inc. 573Eby-Brown Co. LLC 560Volvo Sales & Service Center Inc. 525Edward Hines Lumber Co. 500Power Construction Co. LLC 500Otto Engineering Inc. 464Aspen Marketing Services Inc. 462Steiner Electric Co. 450

Sears Holdings Corp. 355,000Walgreen Co. 155,200Motorola Inc. 69,000UAL Corp. 57,000Baxter International Foundation 47,000Laidlaw International Inc. 43,916Fortune Brands, Inc. 30,298OfficeMax Inc. 29,000Molex Inc. 27,525Hewitt Associates Inc. 22,000Career Education Corp. 15,705Nalco Holding Co. 10,900Sauer-Danfoss Inc. 8,614APAC Customer Services Inc. 8,500Arthur J. Gallagher & Co. 8,100ACCO Brands Corporation 7,770Dade Behring Holdings Inc. 6,300United Stationers Inc. 6,000Littelfuse Inc. 5,646Federal Signal Corporation 5,500Kanbay International Inc. 5,242DeVry Inc. 4,800Schawk Inc. 4,300CDW Corp. 4,300Nicor Inc. 3,700

The business climate of the North & West Suburbs is warm & sunny:

•It has over 97,000 busineses

•It is home to 38 of Fortune Magazine’s Top 1,000 companies

BUSINESS CLIMATE

Sources: InfoUSA 2006, Fortune Magazine, and Crain’s Chicago Business Book of Lists 2006

HEALTH CAREMajor Hospitals in the Daily Herald Market Area

COOK COUNTY:Advocate Good Shepherd HospitalAdvocate Lutheran General HospitalAlexian Brothers HospitalAlexian Brothers Medical CenterBHC Streamwood HospitalHoly Family Medical CenterNorthwest Community HealthcareSt. Alexius Medical Center

KANE COUNTY:Delnor-Community HospitalElgin Mental Health CenterProvena Saint Joseph HospitalSherman Hospital

McHENRY COUNTY:Northern Illinois Medical Center

DuPAGE COUNTY:Advocate Good Samaritan HospitalCentral DuPage HospitalEdward HospitalElmhurst Memorial HospitalGlenOaks HospitalHinsdale HospitalLinden Oaks HospitalMarianjoy Rehab HospitalProvena Mercy CenterRML Specialty HospitalRush-Copley Medical Center

LAKE COUNTY:Condell Medical CenterGreat Lakes Naval HospitalVictory Memorial HospitalVista Health-Provena St. Therese

Source: Daily Herald Internal Data

Daily Herald Readers Age 18-24:

•80% are employed

•66% are holding full time positions

•14% have part time positions

COOK COUNTY:Ariston UniversityChristian Life CollegeComputer Technology GroupConcordia CollegeDePaul UniversityDominican UniversityDrake UniversityHarper CollegeIllinois Institute of ArtKeller Graduate SchoolLewis UniversityLincoln Technical InstituteLouis University NationalMorton CollegeNorth Park UniversityNorthern Illinois UniversityNorthwestern UniversityOakton Community CollegeOlivet Nazarene UniversityOlympia CollegeRoosevelt UniversityTriton CollegeUniversity of Illinois University of PhoenixWright College

DuPAGE COUNTY:Aurora UniversityBenedictine UniversityChicago CollegeCollege of DuPageDePaul UniversityDeVry UniversityElmhurst CollegeKeller Graduate SchoolLewis UniversityLuther CollegeMidwestern UniversityNational Safety CouncilNational University of ScienceNorth Central CollegeNorthwood UniversityOlympia CollegeRobert Morris CollegeUniversal Technical InstituteUniversity of Illinois University of Illinois extensionWaubonsee Community CollegeWheaton College

WILL COUNTY:University of Chicago

LAKE COUNTY:Barat CollegeCollege of Lake CountyColumbia College of MissouriDePaul UniversityFinch University of HealthKeller Graduate SchoolLake Forest CollegeLake Forest Graduate SchoolNewport SchoolRobert Morris CollegeShimer CollegeTrinity UniversityUniversity of St. Mary

KANE COUNTY:Columbia CollegeElgin Community CollegeJudson CollegeKeller Graduate SchoolProvidence Baptist College

McHENRY COUNTY:Columbia CollegeFirst InstituteMcHenry Community CollegeProvidence Baptist CollegeWebster University

COLLEGES & UNIVERSITIESThe Daily Herald Market Area is Home to Many Nationally Recognized

Source: Scarborough ChicagoMarket Study 2006 (R2)

Source: Daily Herald Internal Data

Median HHI: $86,814 $79,123 $67,875

Median Home Value: $315,196 $309,950 $282,827

Household income:$100,000+ 39% 35% 27%$75,000 - $99,999 20% 18% 18%$50,000 - $74,999 14% 16% 18%$35,000 - $49,999 15% 17% 20%Less than $35,000 12% 14% 18%

EducationCollege graduate or more 38% 42% 25%Post graduate work 16% 21% 11%Any college 69% 71% 57%

Marital statusMarried 65% 60% 52%Single 23% 26% 31%Widowed 5% 6% 6%Divorced 6% 8% 9%

Age:18 - 34 27% 25% 31%35 - 44 19% 21% 21%45 - 54 22% 21% 20%55 - 64 17% 15% 13%65+ 15% 19% 14%

In the Chicago DMA:

•The Daily Herald reaches 422,452 adults each weekday.

•Over 5 weekdays, the Daily Herald reaches 760,361 adults.

DAILY HERALD READERSMore Affluent Than Our Competitors

Source: 2006 Scarborough Chicago Market Study (R2)

Source: 2006 ABC Audits

Daily Herald

Chicago Tribune

Chicago Sun-Times

Home Delivery

Daily Herald

93%

Chicago Tribune

86%

Median HHI: $76,366 $76,402 $61,080

Median Home Value: $314,871 $300,337 $274,054

Household income:$100,000+ 32% 33% 24%$75,000 - $99,999 19% 18% 17%$50,000 - $74,999 14% 17% 17%$35,000 - $49,999 22% 17% 21%Less than $35,000 13% 16% 21%

EducationCollege graduate or more 38% 39% 22%Post graduate work 21% 19% 10%Any college 67% 70% 57%

Marital statusMarried 62% 60% 48%Single 22% 25% 35%Widowed 8% 6% 6%Divorced 7% 8% 8%

Age:18 - 34 19% 25% 35%35 - 44 18% 22% 18%45 - 54 24% 21% 20%55 - 64 21% 15% 12%65+ 17% 17% 15%

In the Chicago DMA:

•The Daily Herald reaches 361,403 adults each Sunday.

•Over 4 Sundays, the Daily Herald reaches 497,390 adults.

Source: 2006 Scarborough Chicago Market Study (R2)

SUNDAY DAILY HERALD READERSMore Affluent Than Our Competitors

Sunday Daily

Herald

Sunday Chicago Tribune

Sunday Chicago

Sun-Times

When employers post a job in…

Sources: Daily Herald & dailyherald.com: 2006 Scarborough Chicago Market Study (R2); Beep (online & print editions) The Media Audit, Feb. 2007; 2006 Yahoo HotJobs registered users in Chicago DMA

1,168,723print readers

Chicago DMA

2,647,5742,647,574

143,600Beep viewers

& readers80,790

Reflejos readers

302,699online viewers

1,100,000registered job seekers

Why Yahoo/HotJobs?

It’s not just a destination job board.

Chicago DMA (Total market 7.25 million)

Chicago DMA Online Audience –Monthly Uniques Yahoo HotJobs

Registered Job Seekers In Chicago

Yahoo HotJobsRegistered Job Seekers in Illinois

Total Job Seekers Online

51,084Engineering/Architecture

54,383Human Resources

60,888Marketing

64,938Manufacturing/Operations

74,489Customer Service

87,186Other

103,849Sales

113,845Accounting/Finance

163,257Clerical/Administrative

192,686Technology

UsersIndustry

Yahoo HotJobsRegistered Job Seekers in Illinois

Office and Administrative Support 17%Management 12%Sales 11%Food Preparation and Serving 10%Education, Training, and Library 8%Healthcare Practitioners and Technical 6%Production 5%Construction Trades 5%Transportation and Material Moving 4%Protective Service 4%Architecture and Engineering 3%Financial Specialists 3%Community and Social Services 3%Legal 2%Business Operations Specialists 2%Computer and Mathematical 2%Arts, Design, Entertainment, Sports, and Media 1%Healthcare Support 1%Personal Care and Service 1%Installation, Maintenance, and Repair Workers 1%

The Daily Herald reaches a highly attractive cross section of occupations.

READER OCCUPATIONSDaily Herald Reader Occupational Summary

Daily Herald Reader Detailed Occupation Codes

Sales and Office

Professional and Related Occupations

Management, Business and Financial Operations

Service

Construction, Extraction, and Maintenance

Production, Transportation and Material Moving

27%

24%

17%16%

9%

6%

Source: 2006 Scarborough Chicago Market Study (R2)

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Big Picture, Local Focus

d a i l y h e r a l d . c o m Wednesday, February 23, 2005 PADDOCK PUBLICATIONS • 133RD YEAR • NO. 132 • SIX SECTIONS 50¢

Big Picture Northwest Focus

C1

dh

Food‘Excellent

KitchenAdventures’

Inside Bayless’new book

SportsCan the Sox

win it all?Ozzie says ‘yes’

LOW DUPLICATION

Source: 2006 Scarborough Chicago Market Study (R2)

Read Daily Herald Exclusively

71%Read both Daily

Herald and Chicago Tribune

29%

Daily Readership

Read Daily Herald

Exclusively

51%

Read both Daily Herald and

Chicago Tribune

49%

Sunday Readership

The Majority of Daily Herald Readers Are Not Reached by the Chicago Tribune

Read Daily Herald Exclusively

82%Read both

Daily Herald and Chicago Sun-Times

18%

Daily Readership Sunday Readership

There is Virtually No Duplication Between Daily Herald Readers and the Chicago Sun-Times

Read Daily Herald Exclusively

87%Read both

Daily Herald and Chicago Sun-Times

13%

The Daily Herald has a low reader duplication with competing Chicago newspapers. This means the Daily Herald is imperative to reach your target audience.