WRAL.com Media KitWRAL.com Media Kit

Industry TrendsIndustry Trends

Internet Usage to Increase at Higher Pace Than AllOther Media

High Interaction Between TV And WebHave you ever done any of the Following?

41%

50%

75%

Watched the local

news and used the

internet to lookup

news at the same

time

Turned to a local

news program on

television because

of something you

saw on that

station's website

Logged on to a

local news station's

website because of

something you saw

on that television

station

% Respondents

Source: IB Smith Geiger online survey of 976 online news users, and 1,132 IB site visitors, Jan ’05

Web Is The #1 Activity At Work

Non-Work Related Activities Performed by US

Employees While at Work, 2005 (as a % of

respondents)

44.7%

23.4%

6.8%3.9% 3.1% 2.3% 1.3% 1.0% 1.0%

12.5%

Su

rfin

g t

he

Inte

rnet

(per

son

al u

se)

So

cial

izin

g w

ith c

o-

wor

kers

Co

nd

uct

ing

per

son

al

busi

ness

Sp

acin

g O

ut

Ru

nn

ing

err

and

s o

ff-

prem

esis

Mak

ing

per

son

al p

ho

ne

calls

Ap

ply

ing

fo

r o

ther

job

s

Pla

nn

ing

per

soan

l eve

nts

Arr

ivin

g la

te/le

avin

g ea

rly

Oth

er

Source: American Online / Salary.com, July 2005

News Is The #1 Choice At WorkTypes of Sites Visited by US Employees While

Accessing the Internet at Work for Personal

Reasons, 2005 (as a % of respondents)81%

61%58% 56%

52%

39% 37%

28%24%

20%

15%12%

9%

4% 3%

New

s

Per

sona

l e-m

ail

On

line

ban

kin

g

Trav

el

Sh

op

pin

g

Au

ctio

n

Spo

rts

Inve

stm

ent/s

tock

purc

hasi

ng

Site

s w

ith v

ideo

clip

s or

live

mus

ic

Free

sof

twar

e

do

wn

load

s

Gam

es

Cha

t

room

s/m

essa

ge

boar

ds

MP

3 do

wnl

oads

Gam

blin

g

Hac

king

too

ls

Source: Harris Interactive, conducted by WebSense, May 2005

TV And Web Are The Top Preferred MediaQ: If you could use two media in your life, which two of

the media listed below would you use?

Source: Online Publishers Association, PricewaterhouseCoopers, Sep ‘04

Raleigh Web Out-Reaches Cable

Sources: Cable - Nielsen Media Research/NSI, May ’06 Internet - Nielsen//NetRatings, Feb ’06

69%

61%

About WRAL.comAbout WRAL.com

WRAL.com offers…

The Best ‘Up to the Minute’ Content.

Heavily Promoted on WRAL-TV, the #1 TVStation in the Market via PromotionalAnnouncements and News Mentions.

Drives a Large, Unique, At-Work Audience.

Complements TV Viewership.

Satisfies Client Needs with Customized Solutions.

• Unique User: The size of your audience. It is the count ofindividual computers who log onto to a website, usually quoted as amonthly figure.

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Jan Feb Mar Apr May June

In 2006 WRAL.comaveraged 1.4 Million

monthly Unique Users.After our redesign we are

now averaging almost2 million Unique Userseach month (1.998 Million)

Source: Omniture 2007

• Pageviews: The measure of activity. It is a cumulativecount of the separate web pages viewed on a website,usually quoted as a monthly figure.

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

Jan Feb Mar Apr May June

In 2006 WRAL.com averaged31 Million monthly pageviews.After our redesign we are now

averagingover 50 million Pageviews

each month

Source: Omniture 2007

• Average Time Spent on Site: The average length of time auser spends on a site. With the advent of video and Web 2.0 thismeasure is becoming more important to advertisers and in manycases has supplanted to pageview measure in value.

07’ Average Minutes Per VisitJanuary 20.25February 21.97

March 22.50April 23.54May 23.84June 27.12

• Recently, Average Time Spent onSite has become an importantmetric when evaluating websites.Nielsen Net Ratings announced itwould be valuing this measurementmore than total pageviews whenrating websites. They said with theincreased use of video and Web2.0 this would help advertisersbetter judge the strength of awebsites.

Source: Omniture 2007

WRAL.com is the #1 Local WebsiteIn the Market

69.8%Google.com52.8%Yahoo.com

9.3%UNCtv.org9.6%Triangle.com

13.0%NBC17.com13.4%Monster.com14.0%ABC11TV.com27.8%NewsObserver.com39.0%Weather.com45.0%WRAL.COM

% of HH who visited the website in the pastmonth*Local Website

Source: The Media Audit, Mar-Apr 2006* The % based on HH in the metro area

WRAL.com has the Highest Market Reachin the USA for a Local News Website

36.1%Omaha.com(Omaha World – Herald)

35.6%Hamptonroads.com(Virginian – Pilot)

45.0%WRAL.com

35.9%Charlotte.com(Charlotte Observer)

36.0%Cincinnati.com [net](Cincinnati Enquirer)

37.4%MYSA.com(San Antonio Express)

Madison.com(Capital Times)

Washingtonpost.com

Local News Websites withthe Highest Market Reach in

the USA

41.1%

43.9%

% of Adults 18+ who visited thewebsite in the past month*

Source: The Media Audit, Mar 06 – Apr 06. *The % based on Adults 18+ in the metro area

WRAL.com vs. the Top 10 Radio Stations

Cume Persons

0

100,000

200,000

300,000

400,000

500,000

WRAL.

com

WQDR-F

M

WRAL-

FM

WDCG-F

M

WQOK-F

M

WUNC-F

M

WRDU-F

M

WRSN-F

M

WPTF

-AM

WNNL-

FM

WBBB-F

M

Cume Persons

Raleigh MediaCume Audience Rankings

Scarborough Research Release 1 2006, Apr ‘05-Mar ’06 (Radio Cume is 6AM-Midnight)

Station

Cum

e P

erso

ns

WRAL.com vs. Cable StationsRaleigh Media

Cume Audience Rankings

Cume Persons

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

WR

AL.c

om

TNT M

-Su

Prime

USA M

-Su P

rime

ESPN M

-Su P

rime

CNN M

-Su P

rime

LIFE M

-Su P

rime

A&E M

-Su P

rime

VH1 M

-Su P

rimeC

ume

Per

sons

Station

Scarborough Research Release 1 2006, Apr ‘05-Mar ’06

WRAL.com VisitorsWRAL.com Visitors

• Incredibly strong brand loyalty in the Raleigh/Durham/FayettevilleDMA. We have 10 years of communicating with our users and trackingtheir usage patterns which enables us to deliver a very trusting audienceto our advertisers.

CNN

1.1%

FARK

0.3%

RR.com

0.2%

MSN

1.1%

No Referral,

Bookmark, Type In

Url, Newletter Link

88.1%

Other referring

sites

3.1%

Google

2.9%

YAHOO

1.3%

Drudge

1.8%Although this statistic will likely change due toour SEO efforts, in 2005 and 2006 over 88% ofour users got to WRAL.com by typing our URLinto a browser or search engine.

WebTrends (January 2006 - October 2006 Data)

Profile of WRAL.com VisitorsProfile of WRAL.com Visitors

18-34 35-49 50+

33% 41% 26%

45%

25%

17%

6%7%

Less Than $25K

$25K-$34K

$35K-$49K

$50K-$74K

$75K+

Age Distribution

Female = 54%

Male = 46%

Male/Female Ratio

Income

Scarborough Research Release 1 2006, Apr ‘05-Mar ’06

Profile of WRAL.com Users

40%

20%

32%

8%

One

Two

Three

Four+

Home Ownership

1%Other

14%Rent

85%Own

Household SizeNumber ofHouseholdMembers

0

15

30

45

60

75

90

Full Time

(35+ Hours)

Part Time

(>35 Hours)

Not

Employed

Employment Status

Scarborough Research Release 1 2006, Apr ‘05-Mar ’06

WRAL.com Client & Website Visitor Testimonials“The WRAL.com contest worked very well for the SouthernWomen’s Show and Blue Water Spa. We had 2,242 peopleregister for tickets to the show and a day at the spa. Capturingthese targeted names was extremely beneficial to the show andwill build show awareness for future years. Several show guestscommented that they had seen the show advertised onWRAL.com. We plan to continue advertising on WRAL.com inthe future.”

Ramsay YoungerSouthern Shows, Inc.

“We would like to thank you and WRAL for a fantastic night out on Tuesday,Dec 28th. The atmosphere and food at Overture's restaurant was great. TheCirque Dreams show was outstanding. Thank you so much for this opportunity.It was our first time visiting the BTI center and we will definitely go back againand will recommend it to all our family and friends. Again thank you so muchand we will continue supporting WRAL. Have a great day!!!”

Dennis and Darlene WilliamsWinner of Broadway Series South Register-To-Win Contest on WRAL.com

WRAL.com AdvertisingWRAL.com AdvertisingOpportunitiesOpportunities

WRAL.com Online Ad Formats:

New Design – Home PageLaunch Date: December 15, 2006

Ad Elements

SectionSponsorshipTile

Ad Elements Floating Rich Media BannerAppears on the users screen for up to6 seconds and disappears – alwaysserved with a clearly marked “Close”button.

Ad ElementsLeaderboard

728x90

Display

300x250

Ad Elements

Skyscraper160x600

Ad Elements

Text Links

Leaderboard 728x90

Ad Elements

Stand-Alone EmailSent to our Opt-In Subscriber Base

Email Newsletter BannerA 300x250 Display banner serves in ourDaily News Updates and other dailynewsletters.

Ad ElementsDesktop WeatherApplication Sponsorship

Thisapplication isdownloadeddirectly to auser’sdesktop. Itappears onthe computereach timeWRAL andGreg Fishelissue aweatherALERT orUPDATE ofany kind.