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1 lidovky.cz Zpravodajský server Lidových novin The daily paper for those who decide

Facts LIDOVÉ NOVINY, the oldest Czech daily newspaper, founded in 1893, has long been a quality national

LIDOVÉ NOVINY is sought after for its comprehensive political news reports, erudite commentaries and the

The regular supplements are also highly prestigious.

readers Readers of other national newspapers 35,9% 31,4 % 21,4 % 20,6 % 20,8 % 21,8 % 14,1 % 14,0 % 9,9 % 7,4 %

are responsible for investment decision-making in their companies.

LN readers are affluent Net monthly household income, in thousands of readers LN readers live in affluent

2 Facts LIDOVÉ NOVINY, the oldest Czech daily newspaper, founded in 1893, has long been a quality national newspaper taking a special interest in politics, the economy, culture and education. LIDOVÉ NOVINY is sought after for its comprehensive political news reports, erudite commentaries and the opinions of leading figures on the domestic and global stage. The regular supplements are also highly prestigious. LN readers make the decisions National socio-economic classification ABCDE, composition in % Lidové Noviny readers Readers of other national newspapers 35,9% 31,4 % 21,4 % 20,6 % 20,8 % 21,8 % 14,1 % 14,0 % 9,9 % 7,4 % A B C D E Lidové noviny has a higher-than-average proportion of readers - entrepreneurs, managers and others who are responsible for investment decision-making in their companies. Because of this it is a suitable medium for B2B advertising. LN readers are affluent Net monthly household income, in thousands of readers LN readers live in affluent households. 31% of readers live in households with a monthly income above 30,000 CZK, which is a figure 1.4 times larger compared to the population as a whole. 66,000 42,000 28,000 17,000 8,000 Up to 10,000 CZK 10,000 16,000 CZK 15,000 25,000 CZK 20,000 30,000 CZK More than 30,000 CZK Source: Mediaprojekt print, 1st and 2nd quarter 2009, GfK Prague Median, Publishers Union.

Facts LN readers have an above average level of education Composition of readership and population in % 26 % 32 % 39 % 37 % Lidové Noviny readers Readers of other national newspapers Population of

3 Facts LN readers have an above average level of education Composition of readership and population in % 26 % 32 % 39 % 37 % Lidové Noviny readers Readers of other national newspapers Population of the Czech Republic 31 % 28 % 28 % 26 % 15 % 17 % 13 % 9 % Secondary education to pre-gcse level Secondary education to GCSE level LN readers live in cities A-level graduate University graduate In the readership of Lidové Noviny, the proportion of A-level educated and university graduate readers is 1.2 times larger compared to other national newspaper readers. In comparison to the whole population the proportion is even larger, 1.4 times bigger. Comparison of proportions in readership and general population, in % 42 % 26 % 21 % Readers of LN Readers of national newspapers Population of the Czech Republic A significant part of the readership lives in cities of over 100,000 inhabitants (39% of readers), because of this, sales points are easily accessible to them. Source: Mediaprojekt print, 1st and 2nd quarter 2009, GfK Prague Median, Publishers Union. LIDOVÉ NOVINY is published six times a week (Monday-Saturday). Every Friday there is a magazine called Pátek LN. Every month a stylish magazine Esprit LN is published. The daily News section of the paper contains these parts: DOMESTIC AFFAIRS, WORLD NEWS, CULTURE, VIEWS AND OPINIONS, JOURNALISM AND PUBLICISM, BUSINESS, SPORT.

4 Affairs and commentaries Lidové noviny - is mainly about politics, business and culture. Here you will find the best domestic news coverage, the strongest team of economic editors, the best commentators and the most well known names amongst Czech cultural critics such as Jiří Peňás, Ondřej Štindl or Jáchym Topol. The leader of the photography team, Jan Zatorsky, holds many Czech Press Photo awards. The first section of the newspaper is dedicated to domestic and worldwide affairs, culture and commentaries.

5 Business LIDOVÉ NOVINY has significantly widened its economic news coverage. Every working day it has up to eight pages of current economic information both domestic and worldwide. It systematically follows companies, markets and all key areas. Regular parts of the second section BUSINESS are these columns: Business/People about business personalities (Monday) Business/Headhunting about HR and work market trends (Monday) Business/Account about personal finances (Tuesday) Business/Car about the hottest trends in the car industry (Wednesday) Business/Real Property about the real property market (Thursday) Business/Advertising & Media about advertising, PR and the media (Friday) The second section is traditionally concluded with the sports column, TV listings and a new page called People.

6 Science Science and education LIDOVÉ NOVINY is a newspaper for educated people. It is a sought-after source of information in the areas of universities, secondary education, academic circles and science. These issues are covered in the section DOMESTIC AFFAIRS and in special supplements. Supplement ACADEMY the only regular daily newspaper supplement about the educational system and education, in the Czech market. SCIENCE AND RESEARCH SUPPLEMENT the largest daily newspaper supplement about the news in science and technologies. Both supplements are part of the Tuesday issue. The Science Academy has awarded the Editorial team for making science popular.

7 Culture and the Arts LIDOVÉ NOVINY is also a newspaper with special interest in culture. It pays special attention to cultural events, affairs and trends in literature, film, music, art and theatre. Apart from the daily section CULTURE it also offers its readers a high-quality supplement: Supplement ORIENTATION the most renowned daily newspaper supplement about current thinking, culture and the arts. Twelve pages are issued every Saturday. Orientation regularly receives awards in the European Newspaper Design competition.

8 relax Gastronomy, lifestyle, cars RELAX a weekend supplement about modern life. It is concerned with relationships, gastronomy, fashion, modern architecture and cars. Published every Saturday.

magazine Interviews, report LIDOVÉ NOVINY addresses active readers with high standards in their work, life and leisure.

Pátek LN an intelligent magazine of Lidové Noviny It has been bringing reading material to sophisticated readers for ten years: Interviews with famous figures, unique reports, and original topics.

* pátek Lidových novin TV PROGRAM 5. 6. 14. 6. Vytvořil nejdražší vůz světa a teď navrhuje škodovky. JOZEF KABAŇ má pořád tužku v ruce a auta v hlavě. VĚDA O STEAKU Chcete biftek snů? 5. 6. 2009 č.

9 magazine Interviews, report LIDOVÉ NOVINY addresses active readers with high standards in their work, life and leisure. A unique selection of Saturday supplements as well as two magazines of LN are dedicated to them. Pátek LN an intelligent magazine of Lidové Noviny It has been bringing reading material to sophisticated readers for ten years: Interviews with famous figures, unique reports, and original topics. It follows the newest trends in society, fashion and gastronomy. In partnership with the server Lidovky.cz they prepare multimedia sections. It is issued every Friday. * pátek Lidových novin TV PROGRAM Vytvořil nejdražší vůz světa a teď navrhuje škodovky. JOZEF KABAŇ má pořád tužku v ruce a auta v hlavě. VĚDA O STEAKU Chcete biftek snů? č. 23, samostatně neprodejné Král designu Readers of Pátek Magazine make decisions Composition of magazine readers according to social standing in % 100 Proportion of groups A+B+C1 80 Other social groups % 32 % The Pátek Magazine readers belong to higher socio-economic classes. They are financially affluent and have reached their ideal lifestyle. Their lifestyle includes a variety of activities. A significant part is played by travelling (especially abroad), going out to restaurants, cultural and social events and interest in books 0 Pátek magazine readers Total number of magazine readers Source: Mediaprojekt. GfK Median, Union of Publishers, AKA, Prague 2009

10 Lifestyle ESPRIT LN a stylish magazine of Lidové Noviny The new magazine ESPRIT offers its readers inspirational articles about lifestyle, career, fashion, arts and travelling. It also acquaints its readers with the first league of Czech business personalities, famous figures, visions and good taste. The magazine introduces remarkable products, unique shops and interesting destinations. To its advertising clients it offers an opportunity to introduce their exclusive products. The magazine is published monthly.

lidovky.cz Zpravodajský server Lidových novin The news server of LIDOVÉ NOVINY brings uninterrupted multimedia news updates from domestic affairs, world news, business, culture and sports. Lidovky.

11 lidovky.cz Zpravodajský server Lidových novin The news server of LIDOVÉ NOVINY brings uninterrupted multimedia news updates from domestic affairs, world news, business, culture and sports. Lidovky.cz is visited monthly by up to 600,000 real users and this viewing trend continues to increase. After the make up and structure overhaul in May 2009, Lidovky.cz was able to compete in speed and originality of its news with the largest Czech news portals. The server Lidovky.cz has these main sections: Current Affairs, World, Sport, Business, Media, Culture, Relaxation, Bon Appetite, Science, Views and Opinions, Car and Living. Compared to other servers which focus mainly on general news, Lidovky.cz emphasizes news and data from domestic and worldwide economies. The number of real users of Lidovky.cz is growing after the change in graphics and the addition of extra content. January 523,113 February 495,865 March 606,174 April 584,963 May 619,742 June 579,980

12 Daily newspaper LIDOVÉ NOVINY Prices in CZK per 1mm/1 column (advertising section) National issue Czech region Moravian region Prague + central Czech North or South Moravia Academy educational supplement Premiers supplement Modern Carrier supplement Mo, Tue, Wed, Thu Fri, Sat FORMAT WxH in mm Mon, Tue, Wed, Thur Fri, Sat Discounts *** Per area agreement per mm Per number multiple printing in the same size 3 % - 3 and over 1/1 page 285 x , ,170 5 % from mm 6 and over Large corner (junior page) 1/2 page height wise 1/2 page width wise 1/3 page height wise 1/3 page width wise 1/4 page height wise (middle corner) 1/4 page width wise 237 x , , x , , x , , x ,470 84, x ,470 84, x ,731 63, x ,974 63, % from mm 12 and over 15 % from mm 24 and over 20 % from mm 48 and over Special calculated rate available from mm 60 and over Additional charges for placement in the editorial sections. For sizes: **** From 278 to 869 mm* 100 % From 870mm (1/3 page) to 1,301mm 50 % From 1,302mm (1/2 page) Additional charge for fixed position ***** No additional charge Small corner 93 x ,518 26, advertisement position of ½ page and over 15 % 1/8 page width wise 141 x ,487 31, advertisement position of ½ page and over 10 % SPECIAL FORMATS Ear National issue WxH in mm Mon, Tue, Wed, Thur Fri, Sat 45 x 39 13,540 15,600 Additional charge for coloured advertising ****** Charge Minimal size First additional colour (2c) 20 % 100 mm Full colour advertisement (3c or 4c) 40 % 100 mm Ear supplements 45 x 39 11,120 12,810 Prices for inserting and sewing in, in CZK Print Advertisement - title (inclusive of 4c colour) 45 x 70 33,850 39,900 Up to 10g/ piece 1.35 Printing Offset Advertisement - title (inclusive of 4c colour)* Advertisement in the TV programme section (national)** Advertisement in text section (national)** 285 x 25 85, , x 40 12,940 15,470 1 or 2 columns (price per mm) Up to 20g/ piece 1.55 Up to 30g/ piece 1.75 Up to 40g/ piece 1.95 Up to 50g/ piece 2.15 Over 50g/piece price upon agreement Colour Paper Printing grid Coloured on all pages 45 g/m 2 - SC 40 lines/cm Issued daily apart from Sundays and bank holidays NOTES * Upon agreement it is possible to place other selected formats on the front page of LN ** Advertisement (45x25 to 80mm or 93x15xto 60mm) placed in the editorial section; surrounded at least from 3 sides by editorial text. *** All discounts are calculated for one advertiser and cannot be added together. **** Format smaller than 278mm on an editorial page is possible, but the price and additional charges are calculated by the 278mm rates. ***** For smaller formats this additional charge is replaced by editorial charge. ****** For smaller advertisement, the rate for minimal advertisement size will be used. ADDITIONAL INFORMATION Deadline for orders: 3 working days before printing, deadline for supplying source material: 2 working days before publishing. Late cancellation charges: 15 3 working days before publishing 50%. Less than 2 working days before publishing: 100%. In the supplement Modern Carrier in the North or South Moravia issue, it is possible to place and advertisement starting from 200mm size. Prices are quoted for black and white advertising without VAT. Other formats are available. Additional charge for combined advertising - additional charge of 15% is added to the price of the second advertisement. Source Materials for the daily newspaper LIDOVÉ NOVINY according to the technical requirements found at Mediální skupina MAFRA, a.s., Sales Department, Karla Engliše 519/11, Prague 5. Tel.: , 3428, 3429, fax: , inzerce@lidovky.cz

13 PÁTEK magazine of LIDOVÉ NOVINY Lidových novin FORMATS 2/1 panorama double page in the 2nd-3rd page position Cut out size WxH in mm Mirror WxH in mm Fri 420 x x ,900 Discounts in the magazine Per area overall area of all advertisements Per number multiple printing in the same size 3 % - 3 and over 2/1 panorama double page 420 x x ,700 1/1 page 210 x x ,000 5 % From 2 pages 6 and over 10 % From 4 pages 12 and over 2nd or 3rd page of the cover 210 x x , % From 8 pages 24 and over 4th cover page 210 x x ,500 1/2 strany width wise 1/2 strany height wise 1/3 page in the advertising section width wise 1/3 page in the advertising section height wise 210 x x , x x , x x 95 58, x x ,800 1/4 page 88 x ,100 1/4 page width wise 210 x x 65 43,100 1/8 page 88 x 62 23, % From 16 pages 48 and over Special calculated rate available From 24 pages Prices for inserting and sewing in, in CZK Up to 10g/ piece 1.50 Up to 20g/ piece 1.80 Up to 30g/ piece 2.00 Up to 40g/ piece 2.30 Advertisement in the TV programme 40 x 30 6,200 Up to 50g/ piece 2.60 TV tip 1 93 x 51 14,200 Over 50g/piece price will be agreed FORMATS IN THE EDITORIAL SECTION (placed separately on a page) Print 2/3 page in editorial section 132 x x ,400 Printing technique Offset newspaper print 1/2 page in editorial section height wise 102 x x ,600 Colour Coloured on all pages 1/2 page in editorial section width wise 210 x x ,600 Paper 52 g/m 2 - SC 1/3 page in editorial section height wise 72 x x ,000 Printing grid 52 lines/cm 1/3 page in editorial section width wise 1/4 page in editorial section In the corner of the page 1/4 page in editorial section width wise 210 x x , x , x x 65 86,100 Issued on Fridays ADDITIONAL INFORMATION Deadline for orders: 15 working days before printing. Deadline for supplying source material: 10 working days before publishing. Late cancellation charges: working days before publishing 50%. Less than 21 working days before publishing: 100%. All prices quoted in the price list are without VAT. Other formats are available. Prices in CZK are valid for both black and white and coloured advertisements. All discounts are calculated for one advertiser and cannot be added together. In the case of combined advertisements, an additional charge of 15% is added to the price of the second advertisement. In case of fixed position advertisements, an additional charge of 15% is added to the price of the advertisement in the first position and an additional charge of 10% is added to the price of the advertisement in the second position. Source Materials for the magazine Pátek LN according to the technical requirements found at Mediální skupina MAFRA, a.s., Sales Department, Karla Engliše 519/11, Prague 5. Tel.: , 3428, 3429, fax: , inzerce@lidovky.cz

14 Magazine ESPRIT LN FORMATS AFTER TRIMMING (WxH in mm) net format after trimming Mirror (WxH in mm) Price in CZK 2/1 panorama double page 472 x ,500 1/1 page 236 x x ,000 2nd or 3rd page of the cover 236 x x ,800 4th cover page 236 x x ,650 1/2 page width wise 1/2 page height wise 1/3 page width wise (podval) 1/3 page height wise 1/4 page width wise (podval) 1/4 page height wise 236 x x , x x , x x 90 80, x x , x x 68 64, x x ,900 Upon agreement it is possible to place other advertising formats. Additional placement charges Inserted advertising Price in CZK Fixed position 20 % Placement in the first third 20 % Up to 15g/piece* 0.90 Additional charge for an exclusive insert 300% First advertising page 30 % ADDITIONAL INFORMATION Deadline for orders: 15 working days before printing. Deadline for supplying source material: 10 working days before publishing. Late cancellation charges working days before publishing 50%. Less than 21 working days before publishing: 100%. All prices quoted in the price list are without VAT. Other formats are available. Prices in CZK are valid for both black and white and coloured advertisements. For magazine Esprit of Lidové Noviny apply discounts from closed volume contracts with MAFRA. a. s. Source Materials Source materials in electronic version. Composite, not separated. EPS, PS or PDF files + control print Minimal resolution: 300dpi. Source materials in film format are excluded. Sum of four colours maximum 280% Colours only in the CMYK mode, other primary colours are available upon agreement. Source materials to be provided on a CD, over FTP or . Source materials for trimming 5mm over edge, cutting marks 3mm from net format. Print Printing technique: offset print Colour: Coloured on all pages Page dimensions: 236x297mm Paper cover: 170g/m2, matt chalk Paper: 80g/m2 Mediální skupina MAFRA, a.s., Sales Department, Karla Engliše 519/11, Prague 5. Tel.: , 3428, 3429, fax: , inzerce@lidovky.cz

MAGAZINE ESPRIT LIDOVÝCH NOVIN

MAGAZINE ESPRIT LIDOVÝCH NOVIN Magazine Esprit is a lifestyle magazine of Lidové noviny, which is issued on a monthly basis. Lidové noviny is a daily of educated people that economically belong among the