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					 Vail Daily
WHO ARE THE VAIL DAILY READERS?
The largest percentage of readers fall into the following categories:
*Reflects a combination of niche categories with representation of less than 5% each.



                                       MEDIAN            MEDIAN                           DEMOGRAPHIC
             NICHE %                   INCOME             AGE                                PROFILE
Big Spender Parents 8%                   $79,500              43           Homeowners, professional, high-income value, kids

        Cash-to-Carry 16%                $81,000              46           Homeowners, professional, few kids, credit card owners

        Home Hoppers 39%                 $76,000              43           Mostly renters, credit card owners, mail buyers, few kids,
                                                                           professional, very mobile

          IRA Spenders 7%                $78,000              69           Homeowners, few kids, credit card owners, professional,
                                                                           post-graduate degree

Source: 2004 Colorado Mountain News Media Readership Study. Magid & Associates, Inc; Marketing Solutions Group; Equifax




ALSO PUBLISHED BY THE VAIL DAILY:
    Summertime
    •   75,000 distribution                                                             Big Spender Parents
    •   publishes in the June, July, August

    Holiday Guide
    •   65,000 distribution                                                                       8%
    •   publishes in November and December
                                                                                                                 Cash-to-Carry

    The Best of Vail
    •   35,000 distribution                                                                                16%
    •   publishes in February and July                                          Other*



                                                                               7%          39%
                                                                                       Home Hoppers

                                                      IRA Spenders




                                Physical Address: 40780 US Hwy. 6 & 24 Avon, CO 81620
                                      Mailing Address: P.O. Box 81, Vail, CO 81658
                                           (970) 949.0555 | Fax: (970) 949.7094



        LOCAL FOCUS         GLOBAL RE ACH
 Vail Daily
EXPECT RESULTS: OUR READERS ARE YOUR CUSTOMERS.
91% OF EAGLE COUNTY RESIDENTS HAVE READ THE VAIL DAILY IN THE PAST WEEK.

With unmatched penetration in Eagle County, the Vail Daily is a free seven-day daily newspaper with a circulation
of 15,000, covering the premier resorts Vail and Beaver Creek.

Distributed with the Vail Daily each week, Mountain Homes & Properties delivers premier Real Estate information.
Mountain Homes & Properties is distributed on Sundays to the Vail Daily readers, and on Saturdays to Mountain
Weekly subscribers, and at single copy locations throughout the market.

A weekly companion newspaper to the Vail Daily, the Mountain Weekly has a weekend circulation of 2,500, targeted
to loyal vacationers and affluent second-home owners from around the United States and the world. The Mountain
Weekly combines the news of the week recapped from the Vail Daily, along with the entire content of
the Vail Trail.

The most effective advertising vehicle in the region, the Vail Daily offers several award-winning environments for
targeted advertising including:
• Four-color tabloid size daily newspaper;
• vaildaily.com online newspaper; and
• Specialty publications and special sections.




          More than 9 out of 10
         Eagle County Residents
           Read the Vail Daily




                    91%
             Read the Vail Daily




                              Physical Address: 40780 US Hwy. 6 & 24 Avon, CO 81620
                                    Mailing Address: P.O. Box 81, Vail, CO 81658
                                         (970) 949.0555 | Fax: (970) 949.7094



     LOCAL FOCUS          GLOBAL RE ACH
Vail Daily
VAIL DAILY FREQUENT READERS ARE LONGTERM RESIDENTS OF EAGLE COUNTY
AND ACTIVE READERS OF THE VAIL DAILY.




                                            Residency in Eagle County
                                                                        up to 3 years      95%




                                               Number of Years of
                                                                         4 to 10 years     84%

                                                                        11 to 20 years     94%

                                                                           21 years +      95%

                                                                                         0    20   40      60     80   100
                                                                                         PERCENTAGE OF VAIL DAILY READERS




                                            Eagle County Residents
                                                                              18 to 34     94%
                                                 Age Group of




                                                                              35 to 49     85%

                                                                             50 to 64      95%

                                                                                  65 +     91%

                                                                                         0    20   40      60     80   100
                                                                                         PERCENTAGE OF VAIL DAILY READERS
                                            Eagle County Residents




                                                                              18 to 34    16%
                                                 Age Group of




                                                                              35 to 49    40%

                                                                             50 to 64     54%

                                                                                  65 +    65%

                                                                                         0 10 20 30 40 50 60 70 80
                                                                                         PERCENTAGE OF VAIL DAILY READERS




                   Physical Address: 40780 US Hwy. 6 & 24 Avon, CO 81620
                         Mailing Address: P.O. Box 81, Vail, CO 81658
                              (970) 949.0555 | Fax: (970) 949.7094



   LOCAL FOCUS   GLOBAL RE ACH
    Vail Daily
VAIL DAILY READERSHIP INCLUDES VISITORS
AND RESIDENTS WHO ARE AFFLUENT, EDUCATED AND INQUISITIVE.

AFFLUENT:
•   91% of Vail Daily readers have incomes of $50,000-$100,000
•   98% of Vail Daily readers have incomes of $100,000 or more.


EDUCATED:
Vail Daily readers are well educated
• 95% are college graduates with bachelor degrees or higher

•   88% have had some college


INQUISITIVE:
The Vail Daily has “cover-to-cover” readership with 50% of readers saying they read nearly all or all of
the newspaper.
• 9 out of 10 people, or 91% of people in Eagle County, read the Vail Daily.

•   14% use the vaildaily.com as their primary Internet source for information about Vail and Eagle County.




IN EAGLE COUNTY, NEWSPAPER IS THE LEADING
INFORMATION SOURCE FOR PEOPLE INTERESTED IN:
       Dining Out                 67% rely on newspaper advertising information.
       Entertainment              75% rely on newspaper advertising information.
       Real Estate                71% rely on newspaper advertising information.
       New & Used Vehicles        49% rely on newspaper advertising information.
       Groceries                  56% rely on newspaper advertising information.
       Sporting Goods             32% rely on newspaper advertising information.
       Furniture                  33% rely on newspaper advertising information.
       Art Galleries              37% rely on newspaper advertising information.
       Liquor                     33% rely on newspaper advertising information.

Source: Weekly Newspaper Readership Survey- Black Diamond Research 2004,
2004 – 2005 Colorado Mountain News Media Market study, Magid Associates, Inc.




                                 Physical Address: 40780 US Hwy. 6 & 24 Avon, CO 81620
                                       Mailing Address: P.O. Box 81, Vail, CO 81658
                                            (970) 949.0555 | Fax: (970) 949.7094



        LOCAL FOCUS          GLOBAL RE ACH

				
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posted:5/2/2010
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