City and Regional Magazine Association City and Regional Magazine Association 20102010

What isWhat is

The City & Regional Magazine Association represents the leading regional and local, general interest, consumer magazines in the United states,

Canada and Mexico.

The combined circulation of CRMA members is just under 5 million, making city and regional publications a medium your clients and advertisers are looking for

when seeking to reach an affluent, active, upscale consumer audience.

Touting higher than normal levels of discretionary income and spending patterns.

Just the Facts…………….the CRMA toutsJust the Facts…………….the CRMA touts

73 Markets73 Markets

73 Magazines73 Magazines

Local, Regional and National Combined CoverageLocal, Regional and National Combined Coverage

4+ Million Circulation4+ Million Circulation

21+ Million Readers21+ Million Readers

LocalLocal Impact Impact

City & Regional Magazines fill a void not available in national media:

They are read and reviewed on a regular basis by community opinion leaders.

They inspire very high levels of readership and an intense personal involvement.

Source: Erdos & Morgan Study of Local Influence & Involvement

City & Regional Magazine City & Regional Magazine AudienceAudience

Spectacular in Demographic Quality Affluent Involved

Well Educated Influential

Active Consumers Who Take Actions Based on What They Read

AnAn Affluent, Active Affluent, Active AudienceAudience

54.9 Female54.9 FemaleMedian Age: 45.2Median Age: 45.2

Home Owners 80.5%Home Owners 80.5%Median HHI $83,785Median HHI $83,785

Disposable Income - $115 BillionDisposable Income - $115 Billion

Source: Erdos & Morgan Study of Local Influence & InvolvementSource: Erdos & Morgan Study of Local Influence & Involvement

CRMA MRICRMA MRI Audience Prototype Audience Prototype

50% Conde Nast Traveler50% Conde Nast Traveler++

50% Architectural Digest*50% Architectural Digest*^̂

5.25 Readers Per Copy**5.25 Readers Per Copy** * Developed using UMPIRE computer generated match program * Developed using UMPIRE computer generated match program

** Average of measured City and Regional Magazines ** Average of measured City and Regional Magazines

AudienceAudience Size Size and and Cost Cost Per ThousandPer Thousand

Audience (000)Audience (000) RPCRPC CPMCPM

CRMA*CRMA* 18,16418,164 5.255.25 $21.78$21.78

Conde Nast TravelerConde Nast Traveler 3,3363,336 4.234.23 $20.71$20.71

Architectural DigestArchitectural Digest 5,3195,319 6.706.70 $13.94$13.94

Travel and LeisureTravel and Leisure 4,7354,735 4.374.37 $16.77$16.77

Vanity FairVanity Fair 5.4085.408 5.275.27 $16.91$16.91

Midwest LivingMidwest Living 3,1303,130 3.713.71 $22.65$22.65

New YorkerNew Yorker 3,4673,467 4.154.15 $21.21$21.21

SunsetSunset 4,7394,739 3.233.23 $15.68$15.68

Southern LivingSouthern Living 13,85413,854 8.558.55 $8.08$8.08

Town & CountryTown & Country 3,8373,837 8.418.41 $14.63$14.63* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615

Source: MRI DoublebaseSource: MRI Doublebase

BasicBasic Demographics Demographics

FemaleFemale P/M P/M (Index)(Index)

College Grad+ College Grad+ (Index)(Index)

CRMA*CRMA* 54.9%54.9% 212212 215215

Conde Nast TravelerConde Nast Traveler 54.3%54.3% 207207 214214

Architectural DigestArchitectural Digest 56.2%56.2% 217217 218218

Travel and LeisureTravel and Leisure 62.3%62.3% 184184 187187

Vanity FairVanity Fair 80.2%80.2% 166166 156156

Midwest LivingMidwest Living 77.3%77.3% 150150 144144

New YorkerNew Yorker 54.2%54.2% 196196 234234

SunsetSunset 69.5%69.5% 159159 177177

Southern LivingSouthern Living 75.9%75.9% 140140 143143

Town & CountryTown & Country 72.4%72.4% 117117 122122* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615

Source: MRI DoublebaseSource: MRI Doublebase

Basic Basic DemographicsDemographics

Median HHIMedian HHI Median IEIMedian IEI Median AgeMedian Age

CRMA*CRMA* $83,785$83,785 $43,920$43,920 45.245.2

Conde Nast TravelerConde Nast Traveler $81.677$81.677 $43,841$43,841 45.945.9

Architectural DigestArchitectural Digest $84,744$84,744 $44,471$44,471 44.444.4

Travel and LeisureTravel and Leisure $78,333$78,333 $42,356$42,356 47.547.5

Vanity FairVanity Fair $64,296$64,296 $34,874$34,874 40.040.0

Midwest LivingMidwest Living $62,019$62,019 $31,650$31,650 49.249.2

New YorkerNew Yorker $68,649$68,649 $42,823$42,823 48.448.4

SunsetSunset $68,351$68,351 $40,202$40,202 50.150.1

Southern LivingSouthern Living $59,633$59,633 $33,533$33,533 47.247.2

Town & CountryTown & Country $57,444$57,444 $31,473$31,473 43.743.7

* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 Source: MRI Doublebase$395,615 Source: MRI Doublebase

HomeHome Ownership Ownership

Own homeOwn home(Index)(Index)

Median Median Home valueHome value

Own Weekend, Vacation Own Weekend, Vacation home (Index)home (Index)

CRMA*CRMA* 110110 $225,147$225,147 219219

Conde Nast TravelerConde Nast Traveler 111111 $197,821$197,821 227227

Architectural DigestArchitectural Digest 108108 $243,039$243,039 204204

Travel and LeisureTravel and Leisure 111111 $183,227$183,227 203203

Vanity FairVanity Fair 8686 $165,489$165,489 129129

Midwest LivingMidwest Living 119119 $134,794$134,794 209209

New YorkerNew Yorker 9696 $203,450$203,450 166166

SunsetSunset 117117 $247,470$247,470 157157

Southern LivingSouthern Living 118118 $131,914$131,914 154154

Town & CountryTown & Country 102102 $150,924$150,924 135135* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615

Source: MRI Doublebase Source: MRI Doublebase

Consumer Consumer Characteristics: Characteristics: High Ticket High Ticket ItemsItems

* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 Source: MRI DoublebaseSource: MRI Doublebase

Spent $1,000+ Spent $1,000+ on fine jewelry on fine jewelry

past yearpast yearSpent $300+ for Spent $300+ for watch past yearwatch past year

Own car bought Own car bought new past yearnew past year

Own luxury Own luxury carcar

CRMA*CRMA* 203203 193193 141141 191191

Conde Nast TravelerConde Nast Traveler 225225 159159 141141 185185

Architectural DigestArchitectural Digest 188188 239239 145145 199199

Travel and LeisureTravel and Leisure 177177 256256 139139 166166

Vanity FairVanity Fair 143143 228228 120120 137137

Midwest LivingMidwest Living 7979 6767 133133 155155

New YorkerNew Yorker 112112 120120 126126 139139

SunsetSunset 171171 146146 135135 155155

Southern LivingSouthern Living 113113 9898 128128 152152

Town & CountryTown & Country 146146 143143 130130 134134

Consumer Consumer Characteristics:Characteristics: Travel TravelOwn PassportOwn Passport Foreign Trip past Foreign Trip past

3 years3 yearsAverage spent foreign Average spent foreign

vacation past yearvacation past year

CRMA*CRMA* 202202 194194 $2,818$2,818

Conde Nast TravelerConde Nast Traveler 219219 207207 $2,856$2,856

Architectural DigestArchitectural Digest 185185 177177 $2,767$2,767

Travel and LeisureTravel and Leisure 188188 184184 $2843$2843

Vanity FairVanity Fair 147147 152152 $2,476$2,476

Midwest LivingMidwest Living 101101 114114 $2,395$2,395

New YorkerNew Yorker 180180 172172 $3,085$3,085

SunsetSunset 157157 153153 $2.697$2.697

Southern LivingSouthern Living 9898 9898 $2,597$2,597

Town & CountryTown & Country 115115 124124 $2,692$2,692

* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 Source: MRI DoublebaseSource: MRI Doublebase

Consumer Consumer Characteristics:Characteristics: Travel TravelTook domestic Took domestic

vacation past yearvacation past yearAverage spent Average spent

domestic past yeardomestic past yearTook cruise past 3 Took cruise past 3

yearsyears

CRMA*CRMA* 142142 $1.913$1.913 192192

Conde Nast TravelerConde Nast Traveler 142142 $2,000$2,000 237237

Architectural DigestArchitectural Digest 139139 $1,814$1,814 150150

Travel and LeisureTravel and Leisure 133133 $1,896$1,896 199199

Vanity FairVanity Fair 117117 $1,683$1,683 122122

Midwest LivingMidwest Living 143143 $1,592$1,592 125125

New YorkerNew Yorker 132132 $1,733$1,733 165165

SunsetSunset 129129 $1,709$1,709 154154

Southern LivingSouthern Living 129129 $1,632$1,632 122122

Town & CountryTown & Country 113113 $1,636$1,636 137137

* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-C cost of $395,615 Source: MRI DoublebaseSource: MRI Doublebase

Consumer Consumer Characteristics:Characteristics: Travel Travel

* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-c cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-c cost of $395,615 Source: MRI DoublebaseSource: MRI Doublebase

Own Own passportpassport

Foreign Foreign Trip past 3 Trip past 3

yearsyears

Average spent Average spent foreign foreign

vacation past vacation past yearyear

Took domestic Took domestic vacation past vacation past

yearyear

Average spent Average spent domestic past domestic past

yearyear

Took Took cruise cruise past 3 past 3 yearsyears

CRMA*CRMA* 202202 194194 $2,818$2,818 142142 $1.913$1.913 192192

Conde Nast TravelerConde Nast Traveler 219219 207207 $2,856$2,856 142142 $2,000$2,000 237237

Architectural DigestArchitectural Digest 185185 177177 $2,767$2,767 139139 $1,814$1,814 150150

Travel and LeisureTravel and Leisure 188188 184184 $2,843$2,843 133133 $1,896$1,896 199199

Vanity FairVanity Fair 147147 152152 $2,476$2,476 117117 $1,683$1,683 122122

Midwest LivingMidwest Living 101101 114114 $2,395$2,395 143143 $1,592$1,592 125125

New YorkerNew Yorker 180180 172172 $3,085$3,085 132132 $1,733$1,733 165165

SunsetSunset 157157 153153 $2,697$2,697 129129 $1,709$1,709 154154

Southern LivingSouthern Living 9898 9898 $2,597$2,597 129129 $1,632$1,632 122122

Town & CountryTown & Country 115s115s 124124 $2,692$2,692 113113 $1,636$1,636 137137

Consumer Consumer Characteristics:Characteristics: Financial/Liquor Financial/Liquor

Used broker past yearUsed broker past year Own securities worth Own securities worth $50,000+$50,000+

Drink alcoholic Drink alcoholic beverages other than beverages other than

beer/winebeer/wine

CRMA*CRMA* 193193 205205 146146

Conde Nast TravelerConde Nast Traveler 203203 213213 149149

Architectural DigestArchitectural Digest 178178 191191 139139

Travel and LeisureTravel and Leisure 165165 171171 128128

Vanity FairVanity Fair 104104 112112 130130

Midwest LivingMidwest Living 113113 157157 116116

New YorkerNew Yorker 181181 207207 124124

SunsetSunset 169169 177177 127127

Southern LivingSouthern Living 135135 135135 102102

Town & CountryTown & Country 116116 103103 115115

* Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-c cost of $395,615 * Created as 1/2 Conde Nast Traveler and 1/2 Architectural Digest. Based on circulation of 3,459,900 and 4-c cost of $395,615 Source: MRI DoublebaseSource: MRI Doublebase

The Nation’sThe Nation’s Most Affluent Most Affluent PublicationsPublicationsHemispheres (United) Hemispheres (United)

Wall Street JournalWall Street Journal American Way American Way Delta Sky Delta Sky

Attache (US Air) Attache (US Air) Barron’s Barron’s Continental Continental SW Spirit SW Spirit Forbes Forbes

Kiplinger’s Personal Finance Kiplinger’s Personal Finance Architectural DigestArchitectural Digest

CRMACRMA Fortune Fortune Business Week Business Week

Conde Nast TravelerConde Nast Traveler

* Source: MRI Doublebase* Source: MRI Doublebase

CRMA Audience CRMA Audience vs. National Magazinevs. National MagazineGood HousekeepingGood Housekeeping 24,675,00024,675,000

CRMACRMA 18,160,00018,160,000House & GardenHouse & Garden 13,440,00013,440,000Southern LivingSouthern Living 13,854,00013,854,000House BeautifulHouse Beautiful 5,561,0005,561,000Vanity FairVanity Fair 5,408,0005,408,000Travel and LeisureTravel and Leisure 4,735,0004,735,000Traditional HomeTraditional Home 4,019,0004,019,000Town and CountryTown and Country 3,837,0003,837,000New YorkerNew Yorker 3,467,0003,467,000Conde Nast TravelerConde Nast Traveler 3,336,0003,336,000Metropolitan HomeMetropolitan Home 3,037,0003,037,000Midwest LivingMidwest Living 2,923,0002,923,000Elle DecorElle Decor 1,782,0001,782,000

* Source: Doublebase Mediamark Research Inc. * Source: Doublebase Mediamark Research Inc.

Readership Readership Per CopyPer Copy is High! is High!House & GardenHouse & Garden 16.3316.33Country HomeCountry Home 7.687.68House BeautifulHouse Beautiful 6.216.21Good HousekeepingGood Housekeeping 5.425.42

CRMACRMA 5.255.25Better Homes & GardensBetter Homes & Gardens 5.055.05Metropolitan HomeMetropolitan Home 4.944.94Women’s DayWomen’s Day 4.934.93Traditional HomeTraditional Home 4.874.87HomeHome 4.474.47Elle DécorElle Décor 3.823.82Midwest LivingMidwest Living 3.463.46Ladies’ Home JournalLadies’ Home Journal 3.403.40

CRMACRMA Duplication Duplication isis Low! Low! Some Examples…

Better Homes & Gardens 2%Home 2%Ladies’ Home Journal 2%Traditional Home 2%Country Home 3%House & Garden 3%Midwest Living 3%Women’s Day 4%

Erdos &Erdos & Morgan:Morgan:A Study of A Study of

Local Influence and InvolvementLocal Influence and Involvement

Principle FindingsPrinciple FindingsINFLUENTIALSINFLUENTIALS

Better than 8 of every 10 (82.6%) local opinion leaders Better than 8 of every 10 (82.6%) local opinion leaders report reading one or more of the last four issues of report reading one or more of the last four issues of

their city magazine.their city magazine.

77.1% are Top Management.77.1% are Top Management.

Median HHI is $273,100 and one in three (33.7%) have Median HHI is $273,100 and one in three (33.7%) have an HHI in excess of $400,000.an HHI in excess of $400,000.

Principle FindingsPrinciple FindingsSUBSCRIBERS:SUBSCRIBERS:

Nearly nine of every 10 subscribers (87.4%) read at Nearly nine of every 10 subscribers (87.4%) read at least 3 of the past 4 issues.least 3 of the past 4 issues.

Average income is $145,100.Average income is $145,100.

All report spending significant amounts of money in All report spending significant amounts of money in the past year for an item such as a luxury car, the past year for an item such as a luxury car,

jewelry, home decorating or remodeling, vacation jewelry, home decorating or remodeling, vacation travel, sports or fitness equipment or investments.travel, sports or fitness equipment or investments.

DocumentationDocumentation

ABC/BPA Audits in Major MarketsABC/BPA Audits in Major Markets

MRI Subscriber StudiesMRI Subscriber Studies

MRI National Audience PrototypeMRI National Audience Prototype

Media Audit/Scarborough for Local Media Audit/Scarborough for Local

Market MeasurementsMarket Measurements