READERS of MF DNES, LIDOVÉ NOVINY and METRO. A d v e r t i s i n g p r e s e n t a t i on

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1 READERS of, LIDOVÉ NOVINY and METRO A d v e r t i s i n g p r e s e n t a t i on

2 MEDIA RESEARCH RATINGS The only and most of the time respected source capable of bringing information about the readers Reflects the success of the title among the readers and identifies them MEDIA PROJEKT National media ratings research in the Czech Republic jointly requested by the publishers of dailies and magazines associated in the Publisher sunion (Unie vydavatelů) and Association of Communication Agencies (AKA): research is carried out by independent association of r esearch agencies GfK Czech and Median inhabitants of Czech Republic in the age of years are represented by respondents per year demographical characteristic, activities (occupation, free time), positions and basic consumption are also included in research research is considered to be a single currency of the press media ratings

3 IS MOST WIDELY READ DAILY: among educated people among the highest socio-economical class of population among readers in leadership positions among decision makers among entrepreneurs with employees Source: media ratings national research Media Project, GfK Czech Median, SKMO, 3Q 4Q 2011 Your advertisement message is not only getting to the one s that read it, but above all to the one s that are able to react to it.

4 NUMBER OF READINGS OF THE DAILIES Total number of readings of the last issue in the3rd 4th quarter of 2011 Number of readers in thousands Blesk Deník (Net) Právo Aha! Sport Hospodářské noviny 56 E15 Note.: Total number of readings of advertising combination TOP KOMBI ( and ) reaches million of readers and POWER KOMBI (TOP KOMBI and ) reaches million of readers.

5 NUMBER OF READINGS OF SUPPLEMENTS Total number of readings of the last issue in the3rd 4th quarter of 2011 Number of readers in thousands DOMA DNES ONA DNES Pátek LN Magazín DNES + TV Magazín DNES + TV Blesk magazín TV magazín (Total) Magazín ONA DNES DOMA Právo + TV DNES Víkend DNES TV pohoda (Total) Aha! TV Pátek LN Moje rodina Sport magazín Dům & bydlení IN magazín (HN) Note.: Total number of readings of advertising combination TOP KOMBI MAGAZÍN (Magazín DNES + TV and Pátek LN) reaches million of readers, combination TOP KOMBI MAGAZÍN + ONA DNES reaches million of readers and combination TOP 4 KOMBI (Magazín DNES + TV, ONA DNES, DOMA DNESand Pátek LN) reaches million of readers. Number of readings of the TV magazín and TV pohoda includes inserted as well as over-the-counter issues. Víkend (HN) Styl pro ženy

6 SOLD AND PRINTED ISSUES We consider the information about the sold and printed issues to be the indicator of the capability of the publisher to position his title on the market and sell it. We use data audited by the Office of verification of printed issues ABC CR.

7 CIRCULATIONOF AND TOP KOMBI Average daily circulation soldaudited by the Office of verification of printed issues ABC ČR Average daily circulation sold in number of pieces with magazinewith magazinewith magazine with Magazín DOMA DNES (Wednesday) ONA DNES (Monday) Víkend DNES (Saturday) DNES + TV (Thursday) TOP KOMBI TOP KOMBI ( and MAGAZÍN LN) (Mag. DNES + TV and Pátek LN) TOP KOMBI MAGAZÍN + ONA DNES TOP 4 KOMBI (Mag. DNES + TV, ONA DNES, DOMA DNES and Pátek LN) Source: ABC ČR, July December 2011

8 READERS OF AND TOP KOMBI ACCORDING TO AGE Readers of and increase to TOP KOMBI and POWER KOMBI Number of readers is expressed in thousands; groups with above average index are marked in red (affinity 0,31) (affinity 0,97) (affinity 1,31) (affinity 1,33) (affinity 1,16) (affinity 0,8) (affinity 0,59) AGE STRUCTURE The age group 30 to 59 years, which is the productive age, isrepresented more among regular readers of compared to the total population of CR. : Readers between the ages of 30 to 59 years represent a constituent part of the reading public. LN: Readers between the ages of 40 to 79 years represent a constituent part of the reading public % % % % % % % % % % % % % %

9 READERS OF AND TOP KOMBI ACCORDING TO EDUCATION Readers of and increase to TOP KOMBI and POWER KOMBI Number of readers is expressed in thousands; groups with above average index are marked in red EDUCATION OF THE READERS Readers with higher education are more represented amongregular readers in comparison with the total population of CR.The rate of high school graduates is 1.4times higher among the readers than in the total population, the rate of the university graduates is 2.4times higher. and LN: High school graduates and university graduates represent a constituent part of the reading public University graduate 22% Highschool graduate 40% Elementary / Highschool not graduate 38% University graduate 25% Highschool graduate 27% Elementary / Highschool not graduate 48% Elementary / Highschool not graduate Highschool graduate University graduate (affinity 0,62) (affinity 1,39) (affinity 2,37)

10 READERS OF DAILIES AND POPULATION ACCORDING TO ECO. ACTIVITY as well as dailies TOP KOMBI and POWER KOMBI compared with the rest of the dailies have a higher rate and very high number of economically active readers. Mentioned numbers are expressed in thousands; the rates are expressed by the horizontal axis values in thousands and in % of reading public from the left economically active readers - from the right economically inactive readers 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% POWER KOMBI (TOP KOMBI + METRO) TOP KOMBI ( and LN) DAILIES without - Total REGIONAL DAILIES - Total POPULATION - Total

11 READERS OF THE DAILIES ACCORDING TO ECO. ACTIVITY as well as dailies TOP KOMBI and POWER KOMBI compared with the rest of the dailies have a higher rate and very high number of economically active readers. Numbers of readers are in thousands On the left economically active readers On the right economically inactive readers ECONOMICALLY ACTIVE READERS total 560 thous. / 70 % of readers thereof 85 thous. sales executives 385 thous. ordinary workers 89 thous. private entrepreneurs Blesk POWER KOMBI TOP KOMBI Deník (Net) Právo Aha! Sport Hospodářské noviny E15 (60 % active) (63 % active) (65 % active) (58 % active) (70 % active) (44 % active) (59 % active) (54 % active) (71 % active) (48 % active) (76 % active) (71 % active)

12 READERS OF DAILIES WITH ABOVE AVERAGE INCOME POWER KOMBI has the highest number of readers in households with net monthly income higher than 30 thousand CZK. Number of readers in thousands Blesk Deník (Net) Právo Hospodářské noviny Sport Aha! E15 Note.: Total number of readings of advertising combination TOP KOMBI reaches 391 thousand of readers and POWER KOMBI reaches 509 thousand of readers.

13 READERS OF AND TOP KOMBI ACCORDING TO INCOME Readers of, increase to TOP KOMBI and POWER KOMBI Number of readers is expressed in thousands; groups with above average index are marked in red NET HOUSEHOLD INCOME People in households with higher income are represented more amongregular readers of MF DNES compared to the total population of CR. In the higher income group the rate is increasing compared to the populationup to 1.2multiple higher rate in the readers group in households with net income higher than 30 thousand CZK thous. CZK and more 55% Up to 20 thous. CZK 16% thous. CZK 29% 30 thous. CZK and more 42% Up to 20 thous. CZK 30% thous. CZK 28% Up to 20 thous. CZK thous. CZK 30 thous. CZK and more (affinity 0,56) (affinity 0,84) (affinity 1,22)

14 READERS OF DAILIES DECISION-MAKERS, TOP KOMBI and POWER KOMBI are most widely read among people in leadership positions and in positions with powers to take decision. Number of readers in thousands READERS OF DAILIES IN LEADERSHIP POSITION (with subordinate workers) READERS OF DAILIES WITH POWERS TO TAKE DECISIONS (authorized to decide on investments of the company higher than 100 thous. CZK) Deník (Net) 40 Blesk 80 Hospodářské noviny 39 Deník (Net) 76 Blesk 38 Hospodářské noviny Sport Sport Právo E TOP KOMBI total 101 thous. POWER KOMBI total 121 thous. Právo Aha! TOP KOMBI total 132 thous. POWER KOMBI total 162 thous. Aha! 3 E15 6

15 READERS OF THE DAILIES - ENTREPRENEURS POWER KOMBI are most widely read among entrepreneurs. Number of readers in thousands Blesk Deník (Net) Hospodářské noviny Sport Aha! Právo E15 Note.: Total number of readings of advertising combination TOP KOMBI reaches 103 thousand of readers and POWER KOMBI reaches 125 thousand of readers.

16 READERS OF THE DAILIES SOCIO-ECONOMICAL CLASS A + B, TOP KOMBI and POWER KOMBI are most widely read among the highest socio-economical class of population (ABCDE classification). Number of readers in thousands Blesk Deník (Net) Hospodářské noviny Právo Sport Aha! E15 Note.: Total number of readings of advertising combination TOP KOMBI reaches 354 thousand of readers and POWER KOMBI reaches 439 thousand of readers.

17 READERS OF THE DAILIES IN PRAGUE POWER KOMBI are most widely read among dailies in Prague. Number of readers in thousands Blesk E15 Hospodářské noviny Sport Aha! Právo Deník (Net) Note.: Total number of readings of advertising combination TOP KOMBI reaches 164 thousand of readers and POWER KOMBI reaches 320 thousand of readers.

18 Information, that you need to know about advertising in our titles Information about readers and the number of sold issues Prices and basic formats of advertising, pricelist that can be downloaded Useful contacts List of published inserts